Rosey Broderick, WebResults.ie Smarter Web StrategyThe successful approach to building quality customers through the web Nov 2012
What are your biggest issues in relation tothe web?Not enough time?Not sure where to start?Too costly to outsource?Not sure what the benefits are?
Background• Many years working in technology sector. National & international markets Marketing / Business Development with a focus on online marketing/web)• 2006 – set up HomeWise.ie• 2007 Set up to help businesses ‘get customers online’• Mentoring• Training with various organisations, DMI, Fitzwilliam Institute, Sureskills, Enterprise boards etc
Approach to Web Marketing Strategy?Step 1: Set clear objectivesStep 2: Understand your marketplaceStep 3: Analyse your existing web presenceStep 4: Put action plan in place to drive quality visitorsStep 5: Measure/Monitor to establish sources of quality traffic
Step 1 – Set Clear objectivesWhat are your business objectives from the web?
Step 2 Understand your marketMarket research• Assess your market potential• Get to know your Target market: - Who are they ? - What are they doing on the web?• Competitor research
DefineWho is your target marketPrioritise them (1 = most important etc)What do they do?/what is their behaviour?Do they use the web to research/purchase your products/services?Do they use search engines?What social networks & other websites do they use?
Research & PlanningWhat triggers them to look for your products/services?What are their motivations?What are their issues?What solution are you providing your customers?
Step 3 – Look at your current web presence -No of visitors in the last month -Source (where they came from) -No. of conversions How you are performing on the search engines? Presence on Social Networks? Where you are in relation to competition?
Step 4 - Put an action plan in place-With clear objectives from the web- Having identified any weaknesses in your existing presence- Now knowing your target markets interests & behaviour- With your competition in mind-Devise your marketing strategy and set out actions
Defining your Web Marketing Strategy Get Engage people with to site them Monitor/ Convert Measure them Give them a reason to return
Web StrategyElephant campaignBelgiumhttp://www.youtube.com/watch?v=F1uwexYeKAg&feature=player_embedded
Getting your website in orderHow does your website perform?• Design/look and feel• Usability & Navigation• Tools & Functionality• Strong calls to action• Search Engine Optimisation• Good measurement and tracking
Developing a content plan• Both on your site and off your site ( on other sites/social networks etc)
Web StrategyKeyword researchGoogle keyword research tool
What is relevant to my market?What will drive them closer to the saleWhat are they talking about on the social networksMonitoring conversations• SocialMention• HootsuiteMonitoring groups in LinkedInKeyword researchNo of searches relevant to your business
Affiliate Marketing A business rewards one or more affiliates (publishers) for each visitor, lead or customer brought about by the affiliates marketing efforts
Mobile MarketingConsider all activities for mobileSEO for mobileGoogle Adwords for MobileDisplay advertsQR codes etc
Web Marketing - Devising a web strategyWeb Analytics•What works?•What doesn’t?
Web Marketing StrategyHow do I generate new business/ leads through the web??
Web Marketing StrategyStep 1: Set clear objectivesStep 2: Understand your marketplaceStep 3: Analyse your existing web presenceStep 4: Put action plan in place to drive quality visitorsStep 5: Measure/Monitor to establish sources of quality traffic
Web Marketing StrategyHow do I ensure these visitors are high quality potentialcustomers?
Ford Fiesta100 socially vibrant social media fanatics18 months prior to release in USHad to share their experiences of the car over 6 monthsBlogs, Twitter, Facebook, Flickr and YouTube channels
The Results• 11 million Social Networking impressions• 5 million engagements on social networks (people sharing and receiving)• 11,000 videos posted• 15,000 tweets.. not including retweets• 13,000 photos• 50,000 people who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97% of those didn’t currently drive a Ford vehicle