Terenure Online Marketing Workshop


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Online Marketing Workshop

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Terenure Online Marketing Workshop

  1. 1. Online Marketing Workshop<br />Keith Feighery: Digital Strategist<br />
  2. 2. Overview<br />Pay per Click Advertising<br />Web Traffic Analytics <br />Search Engine Optimisation<br />Email Marketing<br />Social Media Campaigns<br />Tracking Key Performance Indicators<br />
  3. 3. Pay Per Click Advertising<br />
  4. 4. Google Adwords<br />
  5. 5. PPC Introduction<br />Analyse your specific market <br />Use Keyword Tools<br />Analyse your online and offline competitors<br />Trellian.com, Google keywords tool<br />Create the PPC accounts<br />Google, Bing, Yahoo<br />Divide the main account into sub campaigns and Groups<br />Enables highly targetted Ad Cam<br />Create Longtail multi-word bids<br />Over 60% searches use 3 or more words<br />Set up a Conversion points and Track<br />Adjust constantly to ensure optimisation<br />
  6. 6. PPC Tips<br />Match your keywords to optimised and tested landing pages <br />What does Google&apos;s important &quot;Quality Score” mean<br />Based on CTR, relevancy of keywords, ads and landing pages<br />High quality score means higher ranking with lower bid costs<br />Tools and strategies to find the best PPC keywords<br />Google Adwords<br />Keyword Spy<br />Wordze<br />WordTracker<br />Write highly optimised and design ads to attract highly targeted clicks<br />Make sure landing pages are relevant<br />Repeat bid keywords in copy (they are bolded and increase CTR)<br />Try out “Arrow” formation<br />Clear Calls to Action<br />Dynamic Keyword Insertion<br />
  7. 7. Analytics<br />
  8. 8. Google Analytics<br />
  9. 9. Search Engine Optimisation<br />
  10. 10. Some Key Factors<br />www.seomoz.org/article/search-ranking-factors<br />
  11. 11. Top 5 Ranking Factors<br />Keyword Focused Anchor Text from External Links<br />73% very high importance<br />External Link Popularity (quantity/quality of links)<br />71% very high importance<br />Diversity of Link Sources (links from many unique root domains)<br />67% very high importance<br />Keyword Use Anywhere in the Title Tag<br />66% very high importance<br />Trustworthiness of the Domain Based on Link Distance from Trusted Domains<br />66% very high importance<br />
  12. 12. Next 5 Important Factors<br />Keyword Use in Internal Link Anchor Text on the Page<br />47% moderate importance <br />Keyword Use in External Link Anchor Text on the Page<br />46% moderate importance <br />Keyword Use as the First Word(s) in the H1 Tag<br />45% moderate importance<br />Keyword Use in the First 50-100 Words on the Page<br />45% moderate importance<br />Keyword Use in the Subdomain Name<br />42% low importance<br />Keyword Use in the Page Name URL<br />38% low importance<br />
  13. 13. Social Media Campaigns<br />
  14. 14. Social media campaign<br />Essentials of a successful campaign<br />Know your target audience<br />Plan goals and aims of campaign<br />Prepare internal organisation for impact of social media <br />Identify stakeholders and task them with ownership<br />Pick platforms and tools that relate to your identified audience<br />Implement a pilot programme and monitor and analyse campaign progress<br />Revise approach and campaign based on feedback<br />Roll-out on different platforms and business areas incrementally<br />
  15. 15. Implementing a social media campaign<br />Benchmark existing stats<br />Current site statistics - PPC and Organic Search <br />Twitter followers, Facebook fans, Digg Links, existing traffic etc..<br />Quantify ROI benchmarks – customer acquisition, advertising spend per channel<br />Design and develop the campaign<br />Decide on channels<br />Stakeholders <br />Expectations<br />Pilots<br />Revision points<br />Monitoring process<br />Engagement process<br />
  16. 16. Metrics that can be measured<br />Traffic<br />Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on site, bounce rates etc..<br />Levels of Interaction<br />Comments etc… - engaged customers are quality customers<br />Sales<br />Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months)<br />Leads/Conversions<br />If not possible to convert online – therefore create other mesaurable conversions<br />Links<br />Video links – Tagged: YouTube, Vimeo, Blip.tv<br />Blog Links – trackbacks, comments, direct references<br />Digg Links<br />
  17. 17. Email Marketing<br />
  18. 18. Email Applications<br />
  19. 19. Best Practices<br />Integrate with CRM system<br />Segment Database, Dynamic Content, Customer focused messages<br />Optimise and Test Subject Lines<br />Have to attract attention and get through SPAM blocks<br />Deliverability <br />Own IP Address,Set up SPF records<br />Share with Social Network<br />Make it easy to share email content with networks<br />Clear Calls to Action<br />Ensure clear to customer what next step is<br />
  20. 20. Best Practices<br />Organic Opt-in List Growth<br />Don’t buy lists – when people unsubscribe – ensure they are<br />Frequency<br />Think relevancy - Be cognisant of SPAM<br />Constantly Test<br />Test Content, Images, Subject Line, Address, Calls to actions, placements, layout<br />Template Design<br />Fresh brand centric design<br />
  21. 21. Lifecycle Messaging<br />Lifecycle messaging<br />Understand spend or action patterns of users<br />Address these with customised and personalised offers<br />Reduce customer churn and increase repeat business and retentions<br />Follow up segmented mails help convert recent prospects<br />Needs to be done fast – or else you lose intent<br />Email Recommendations:<br />Cheetah, E-Dialog – large Enterprise Solutions<br />Stormpost, Goolara or ExactTarget aWeber, Triggermail, GetResponse – Medium size Enterprises <br />
  22. 22. Newsletter Examples<br />
  23. 23. Targeted Email Campaigns<br />Interested Prospects, Engaged Customers and Lapsed Customers<br />Prospects, <br />Optin for emails, visit your Web site, make an online purchase or visit a retail location.<br />Engaged Customers <br />maintain or increase purchase levels, strengthen loyalty, encourage recommendations to friends <br />Lapsed Customers, <br />gaining an understanding of their concerns, attempts to re-engage them , prevent them from switching allegiance to another compan<br />
  24. 24. Elements of Email Campaign<br />Campaign elements appropriate for Interested Recipients might include:<br />Welcome messages <br />Lead warming activities <br />Promotions for first purchase <br />Messaging elements to Engaged Customers can encompass:<br />Renewal notices <br />Shopping cart abandon notices <br />Service alerts <br />Receipts <br />Reminders of upcoming events <br />Special promotions for top customers <br />Targeting based on Web site page visits <br />Tactics to re-engage Lapsed Customers include:<br />Sending surveys to identify reasons for lack of engagement <br />Offering incentives to re-visit the Web site <br />Delivering promotions to encourage purchases <br />
  25. 25. Online <br />Key Performance Indicators<br />
  26. 26. Typical TrackableKPIs<br />Unique Visits<br />Cost per click / Click Through Rates / CPM<br />Cost per Lead / Sale<br />Bounce rate<br />Returning visitors<br />Abandonment rate<br />Recency Rates<br />Average Revenue Per User<br />Average Revenue Per Paying User<br />
  27. 27. Additional KPIs<br />Conversion Rates and Costs<br />3rd Party Links – Emails, Promotions, Affiliates <br />New account sign-ups<br />Article or press release views<br />Newsletter signups<br />Page views per session<br />No. of site specific downloads<br />
  28. 28. Appendix<br />
  29. 29. PPC and SEO Some Sites<br />www.seochat.com<br />www.searchengineland.com<br />http://www.webmasterworld.com/<br />www.interleado.com<br />www.redcardinal.ie<br />www.ringjohn.com<br />www.voodoo.ie<br />www.seomoz.com<br />http://www.webceo.com<br />http://www.desktop-reporting.com/polaris.html<br />http://www.redflymarketing.com<br />http://www.google.com/intl/en/adwordseditor<br />
  30. 30. Google Global FirefoxPlugin<br />http://www.redflymarketing.com/googleglobal/google_global-2.0.4.xpi.<br />
  31. 31. Google Offline Adwords Editor<br />Google Offline Adwords Editor and Manager<br />