How to create an internet marketing strategy


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How to Create an Internet Marketing Strategy - why you have to have one and what the key components should be.

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How to create an internet marketing strategy

  1. 1. Karen McNulty
  2. 2. Can you afford not to integrate internet marketing into your 2010 marketing plan?
  3. 3. <ul><li>When I took office, only high energy physicists had ever heard of what is called the Worldwide Web.... Now even my cat has its own page. </li></ul><ul><li>Bill Clinton </li></ul>
  4. 4. What is Internet Marketing?
  5. 5. <ul><li>Using your website as a marketing tool </li></ul><ul><li>Distributing news and press releases online </li></ul><ul><li>Social Networking (blogs, and social networks (like Facebook, MySpace), YouTube, forums and Wikis) </li></ul><ul><li>Online advertising (pay per click, banner advertising, affiliate marketing) </li></ul><ul><li>Email marketing </li></ul><ul><li>Viral marketing </li></ul><ul><li>Search Engine Optimisation </li></ul>
  6. 6. Why should you be doing it?
  7. 7. <ul><li>It’s more measurable than many traditional marketing methods </li></ul><ul><li>Your customers are there already </li></ul><ul><li>It’s very cost effective </li></ul><ul><li>It’s here to stay </li></ul><ul><li>Your business may not survive without it… </li></ul>
  8. 8. <ul><li>My customers don’t use social networks, we sell to other businesses </li></ul><ul><li>The internet is for young people, they aren’t our customers </li></ul><ul><li>We haven’t got time </li></ul><ul><li>It’s a flash in the pan </li></ul>Not convinced?
  9. 9. <ul><li>Two-thirds of the world’s Internet population visit social networking or blogging sites, accounting for almost 10% of all internet time. </li></ul><ul><li>Nielson Report March 2009 </li></ul>
  10. 12. <ul><li>18.3 million households in the UK (70 per cent) had Internet access in 2009. </li></ul><ul><li>This is an increase of just under 2 million households (11 per cent) over the last year and 4 million households (28 per cent) since 2006. </li></ul>
  11. 13. <ul><li>In 2000 there were 360,985,492 internet users worldwide </li></ul><ul><li>In 2009, there were 1,733,993,741 </li></ul><ul><li>52% of Europe’s population is online and 72% of North America </li></ul>
  12. 14. Just young people? <ul><li>Facebook has more than 175 million users </li></ul><ul><li>(Its fastest growing demographic is people over 30) </li></ul><ul><li>LinkedIn more than 30 million members </li></ul><ul><li>Twitter more than 7 million users (1.8 million in the UK) </li></ul><ul><li>YouTube and Google Video more than 3 billion visitors per month in the UK </li></ul><ul><li>Wikipedia more than 9 million visitors per month </li></ul>
  13. 15. Internet Marketing in Practice
  14. 16. <ul><li>Business to Consumer </li></ul>Innocent Drinks
  15. 17. Website
  16. 18. Facebook
  17. 19. YouTube
  18. 20. Email Newsletter
  19. 21. Wikipedia
  20. 22. <ul><li>Business to Business </li></ul>Dell Computers
  21. 23. Website
  22. 24. Facebook
  23. 25. Twitter
  24. 26. Email Newsletter
  25. 27. <ul><li>What are your objectives? </li></ul><ul><li>- brand awareness </li></ul><ul><li>- engaging with your customers </li></ul><ul><li>- sales </li></ul><ul><li>- Increasing website traffic </li></ul><ul><li>How will you measure them? </li></ul>Your Internet Marketing Plan
  26. 28. Your website <ul><li>Establish your brand </li></ul><ul><li>Landing pages are critical – is it interactive? </li></ul><ul><li>Be updated regularly </li></ul><ul><li>Provide a shop-window to your products or services </li></ul><ul><li>Allow visitors access to your social networks </li></ul>
  27. 29. Online PR <ul><li>Press releases go further on the Internet </li></ul><ul><li>Add news to your website too </li></ul><ul><li>Measure the appearance of your releases with Google Alerts and PR website statistics </li></ul>
  28. 30. <ul><li>A lso Flickr, MySpace, Slideshare and social bookmarking (Digg, Delicicious, Technorati) </li></ul><ul><li>What is your target audience using? </li></ul><ul><li>What are people saying about your products, brand, marketplace? </li></ul><ul><li>Join in or miss out. </li></ul>Social Networking
  29. 31. <ul><li>Google receives 299 million search requests globally in May 2009 </li></ul><ul><li>$58.1 billion spent on online advertising in 2009, 13.2% of advertising spend across the world (Online Media Daily </li></ul><ul><li>Pay per click generally more targeted and successful than paid banner advertising </li></ul><ul><li>Set budgets, objectives and analyse statistics rigorously </li></ul>Online advertising
  30. 32. <ul><li>It works! </li></ul><ul><li>Establish trust with your brand </li></ul><ul><li>Personalise all messages </li></ul><ul><li>Segment your lists </li></ul><ul><li>Use them to sell </li></ul><ul><li>Measure and evaluate what works and what doesn’t (conversions) </li></ul>Email marketing The UK market for email marketing platforms and services was worth £254m in 2008 and is predicted to grow by an estimated 15% to a value of £292m by the end of 2009. (
  31. 33. <ul><li>Not just for big corporate players </li></ul><ul><li>Can you be a creative on a tight budget? </li></ul><ul><li>Very effective method to get visitors to you using social media </li></ul><ul><li>Video as much as you can - practice </li></ul>Viral Marketing
  32. 35. <ul><li>Oct 30 th 2006 – the idea </li></ul><ul><li>CEO starring </li></ul><ul><li>700% increase in turnover from 2006 – 2009 </li></ul><ul><li>967,000 views per video </li></ul><ul><li>Now use Facebook, Twitter and website as social media mix to promote campaign </li></ul><ul><li>$85 starting budget </li></ul>Blendtec’s story
  33. 36. <ul><li>W hat are your most important keywords going to be in 2010? Research using Google Keyword Tool- have you got it right? </li></ul><ul><li>Content continues to be important – update regularly and introduce optimised new media such as video </li></ul><ul><li>Page Titles and descriptions! </li></ul><ul><li>Plan to regularly update and check </li></ul>Search Engine Optimisation
  34. 37. <ul><li>It’s far more cost effective and more measurable in every case </li></ul><ul><li>What you do on the Internet will still be there next year and the year after… </li></ul><ul><li>Our customers’ behaviour has changed – they use the internet to research, review, learn and make buying decisions </li></ul><ul><li>Social media is still growing </li></ul>Why Internet Marketing has to form part of your marketing plan for 2010
  35. 38. <ul><li>Karen McNulty </li></ul><ul><li> </li></ul><ul><li>Email : </li></ul><ul><li>Tel 01778 338184 </li></ul>Come and talk to us about how to implement internet marketing in your business.