Planning your online marketing strategy slide share

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This workshop will help you determine which online marketing channels you should implement, based on your business goals. If you have limited resources, make sure you're spending time on the right initiatives for maximum results.

Planning your online marketing strategy slide share

  1. 1. Planning Your Online Marketing Strategy By Kimberly Nichols
  2. 2. www.kimberlynichols.ca | contact@kimberlynichols.caKimberly Nichols 11 years in online marketing 10 years in training, seminars, workshops, webinars Advanced social media training for B2B, B2C and H2H 2011 WMA Outstanding Website Award winner Kimberly Nichols Internet Marketing Consultant, Speaker & Trainer
  3. 3. The process or technique of promoting, selling, and distributing a product or service. “The key to effective marketing is to get people to find you, instead of you finding them.” John Ahearn What is Marketing?
  4. 4. Marketing: Then & Now SMB Media Consumers PastPresent Lots of time on few media choices (500 ads/day) Little time on many media choices (5000 ads/day)
  5. 5. www.kimberlynichols.ca | contact@kimberlynichols.caKimberly Nichols 1. Inexpensive Lead Generation 2. Increased Competition *Inc. Magazine, Feb. 2010 Top 3 Marketing Challenges 3. Effective Measurement
  6. 6. www.kimberlynichols.ca | contact@kimberlynichols.caKimberly Nichols Online Marketing Strategies Internet Marketing SEO Local SEO Paid Search (PPC) Email Marketing Social Media Mobile Marketing Targeted Traffic Web Analytics Web Conversion Strategies New Sales, Leads, and Conversions
  7. 7. “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” Charles Darwin
  8. 8. www.kimberlynichols.ca | contact@kimberlynichols.caKimberly Nichols Search Engine Optimization (SEO) “Organic” Search: • Long-term • Must earn the right to be on page 1 • Based on many factors • Searchers’ location plays a role • “Black Hat” tricks will get you banned • No one can guarantee specific results • On-going process: Others want your spot! • Google changes algorithm daily
  9. 9. Content is Still King Most important SEO factor: “On-page” content Web pages Blog posts Articles Press releases Documents Images Videos Etc.
  10. 10. Local SEO Location-based Relies on foot traffic Looking for: Directions Contact info Impulse purchases First step in a larger SEO strategy (when applicable)
  11. 11. www.kimberlynichols.ca | contact@kimberlynichols.caKimberly Nichols Local SEO Local Search : • Geographically relevant • Based on searcher’s location • Google Places • Map marker • Reviews • Contact Info • Website Address
  12. 12. www.kimberlynichols.ca | contact@kimberlynichols.caKimberly Nichols Paid Search (PPC) PPC Ads: • Auction Style • Based on your Keywords • Set daily budget • Blue Map marker • When you stop paying, your ads stop • Click fraud monitored
  13. 13. Email Marketing 4,300% Return on Investment (ROI) 91% of consumers check their email at least once per day 66% of online consumers (15+) made a purchase as a result of email marketing
  14. 14. Social Media Engage in conversation Help, share, discuss, laugh This is NOT an infomercial! SEO Biggest reason to do it ROI Your business will still exist in 5 years If you need a more concrete ROI, contact Kim today!
  15. 15. www.kimberlynichols.ca | contact@kimberlynichols.caKimberly Nichols Mobile Sites Mobile SEO Mobile Apps Mobile Ads Components of Mobile Marketing On mobile devices 40% of Google searches & 53% of Bing searches have local intent eConsultancy.com Build a Mobile Site When mobile traffic > 10%
  16. 16. Web Analytics Test, test, test… and then test again! Test marketing initiatives Measure campaign performance Increase website conversions Determine ROI (Return on Investment)
  17. 17. “If you don't know where you are going, any road will get you there.” Lewis Carroll
  18. 18. www.kimberlynichols.ca | contact@kimberlynichols.caKimberly Nichols Know the Difference Goals Tactics Tools
  19. 19. www.kimberlynichols.ca | contact@kimberlynichols.caKimberly Nichols Brainstorm
  20. 20. www.kimberlynichols.ca | contact@kimberlynichols.caKimberly Nichols Combine Similar Ideas
  21. 21. www.kimberlynichols.ca | contact@kimberlynichols.caKimberly Nichols Prioritize Smart quick wins Strategic investment Creating disappointment Slow & painful death! FeasibilityEasy Hard ROI Low High
  22. 22. Make your goals SMARTER Specific Measurable Attainable Relevant Time-bound Evaluate Re-evaluate Goal: Get more clients SMARTER Goal: Increase phone calls from the web from 25 to 100 per month by year end.
  23. 23. Categorize Assign each goal a category from your Action Plan.
  24. 24. “When the only tool you have in your toolbox is a sledgehammer, everything starts to look like a rock.” Bob Rae
  25. 25. Consider Your Target Market
  26. 26. How do you manage it all? • Time consuming • Costs less • Steep learning curve • More room for error Do it Yourself • Takes less time • Costs more • Small learning curve • Less room for error Hire someone to help you • Balance time vs. cost • Moderate learning curve • Errors likely to be caught early Combination of both Use automation tools with caution!
  27. 27. Delegate and Set Deadlines
  28. 28. www.kimberlynichols.ca | contact@kimberlynichols.caKimberly Nichols Best Strategies Which strategies appear the most? Write the top 3 in your Action Plan
  29. 29. Congratulations! Your action plan is complete
  30. 30. If you found this presentation helpful, please share, like or comment! Kimberly Nichols Internet Marketing Consultant, Speaker & Trainer contact@kimberlynichols.ca Share the Love If you are interested in having me present the full version of this presentation at your conference or workshop, please contact me via email.

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