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Online Marketing in the 21st Century
- 2. Outline 1. Definition 2. WhyOnline Marketing? 3. Methods 4. How to get started 5. Measuring online marketing
- 3. What is OnlineMarketing? • Marketing of Products and Services online • Includes e-mail, wireless • Includes both technical and creative sides
- 4. What you alreadyknow • Seniors are growing in number • More seniors online than ever before • Seniors and their children have disposable income
- 5. Seniors lag, butare catching up Source: Pew Research Center, Generations 2010 Report
- 6. Senior Activity Seniors arenow more likely to: • Use Internet for Research • Use Social Networks • Listen to iPods • Watch online video Source: Pew Center Research, Generations 2010 Report
- 7. Senior Activity US InternetUsers 55+ • In 2010, 16 million people 55+ were on a social network • As of 2011, 27.4 million people + were on a social network Source: ComScore, February 2011
- 8. Facebook Growth byAge (US) Source: Facebook’s Social Ads Platform http://facebookflow.com/interesting-facebook-demographic-statistics/ Projected growth rates of user bases in Facebook over one year from 1/4/2010 to 1/4/2011
- 9. What is sospecial about Internet Marketing? 1. Growth - Always connected - Lower entry costs - Social Media - Easier to click - Push v. Pull
- 10. What is sospecial about Internet Marketing? 2. Targeted - Niche websites - Eg. Senior living sites, medical sites, retirement home seekers - Send e-Newsletters to key demographics - Small or large audiences
- 11. What is sospecial about Internet Marketing? 3. Measurable - Track clicks from marketing campaigns - Free Tracking Tools (Google Analytics) - Track website visitors - Visitor’s location - Actions taken - Which pages viewed
- 12. What is sospecial about Internet Marketing? 4. Worldwide Reach Anywhere, Anytime
- 13. What is sospecial about Internet Marketing? 5. Viral Friends tell friends via Twitter, Facebook, etc.
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- 15. What are seniorsdoing online?
- 16. Seniors look forcredibility Source: Pew Center Research, Generations 2010 Report
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- 25. Social Media &Generations Source: Pew Center Research, Generations 2010 Report
- 26. Methods Summary •Banner Ads– Web 0.1 •Search Engines – Web 1.0 •Targeted Directory – Web 1.5 •Social Media – Web 2.0
- 27. All clicks werenot created equal.
- 28. Cost Per Click(CPC) Ads Placing a “Sponsored” search ad on Google and Yahoo! 1. Identify and select Keywords 2. Set your daily budget and max keyword bid amount 3. Create your ad • Headline • Description text • Web address
- 29. Search Engine Marketing(SEM) Adwords Cost per Click Monthly Traffic Retirement Homes $3.87 1.2 Million Ohio assisted living $3.41 12,100 Columbus assisted living $3.58 1,900 Source: Google Adwords Traffic Estimator Tool https://adwords.google.com/o/targeting/Explorer
- 30. Pay Per Clickcan get expensive
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- 32. Source: Hitwise.com, March2011 Search Engine Use
- 33. Step 1: IdentifyKeywords Goal: What words/phrases do people use to search? Include general, geo-targeted and niche terms. Ohio retirement home Alternate Phrases - Google Adwords Keyword Tool https://adwords.google.com/select/KeywordToolExternal
- 34. SEO Step 2:Create the Content • Optimize existing content – Include keywords in Page Titles, Headings, body text – Keywords in web address www.tyndallestates.net/about-tyndall-retirement-home.html – Focus on several keywords only • Eg. “retirement home independent living” • Include geographic terms – Eg. “Columbus Retirement Home” • Include a Site Map on your Site
- 35. SEO Step 3:Linking • Inbound links • Get quality links from: • Industry Association websites • Online Directories • Senior Living Writers and Blogs • Link quality
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- 37. Why get listedon a Directory? • Directories are prominent on first page search results • Can see everything at once • Can also improve your rankings • When people search, where are you?
- 38. Marketing Price Models PayPer Click (PPC) – Unlimited potential cost – Safe from paying a lot for a little – Click Fraud Fixed Price – ie: RetirementHomes.com Directory - Fixed, predictable cost - Higher targeted traffic - More traffic means lower cost per conversion
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- 40. What the termsmean • Hits: Each file requested • Page Views/Impressions: Each time a web page is loaded • Unique Visitors: The number of people who visited the site
- 41. Measurement Tools Compete.com (free)compares the estimated traffic activity
- 45. Summary • Internet Marketingovertaking traditional • Get your site optimized for search engines • Pay Per Click can be expensive • Directories can be a cost-effective option • Do your research • Measure the results!
- 46. About RetirementHomes.com • Serviceofferings: – Online Directory – Staffing – Marketplace – Senior Living Resource • Search Engine Optimization (SEO) – Get better Google rankings • Web Design
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Editor's Notes
- #3 I couldn’t think of a better name for the “How-to” section, but it covers the basics of SEO, SEM and Directories
- #6Â The average age of internet users in the UK is increasing steadily. This reflects the growth of the older age groups as they adopt the Internet into their everyday lives.
- #9 Need to Update – what are Facebook’s Data?
- #10 The Internet is continually growing and all facets of life are not being made available online. To-do lists, shopping, communication are now taking place online and there’s no turning back. People are continually connected to the Internet, whether at home, work, at school, or on their mobile device like the BlackBerry or iPhone. Traditional media is taking a backseat to the Internet. The Internet has become a more affordable method to advertise on. Also with the adoption of social networking, people are spending incredible amounts of time online socializing with their friends.
- #11 On the Internet you’re able to advertise on a website with a specific audience. You can find websites with mass audiences, or sites with smaller targeted audiences. You can also advertise within e-Newsletters, whether your own or another company’s mailing list.
- #12 There’s a new level of measurement available with online marketing. Websites are inherently trackable so a lot of activity can be measured in ways that traditional TV, radio and newspapers never could. You can track the number of visitors coming to your website, track how many times people click on your ads, and even connect that to a final sale so you can have a great look at your ROI! This is true accountability!
- #13Â You can reach a large global audience, or target a small local audience. A lot of advertising methods let you choose your target
- #14Â Information on the internet can spread like wildfire to many people, and with more credibility. Funny videos and commercials are commonly sent to friends via e-mail and social networks. People blog about their positive and negative experiences with products and companies. * Mention that endorsements from friends via social networks is much more effective than an advertisement since people will believe their friends.
- #16Â Here we see the monthly usage statistics for users in various countries. With people in the UK and USA spending 56 hours and 61 hours per month, respectively, you can see how powerful a force the Internet can be! They are viewing over 2300 web pages per month!
- #17Â Here we see the monthly usage statistics for users in various countries. With people in the UK and USA spending 56 hours and 61 hours per month, respectively, you can see how powerful a force the Internet can be! They are viewing over 2300 web pages per month!
- #18 Now we’ll go over the various internet marketing methods to choose from.
- #19Â You can out graphical banner ads on various targeted websites. As you can see they can often be large and prominent on the page. Some services that allow you to do this are Google and AdBrite. You often pay per 1000 views of the ad, regardless of how many times people click on it. But various models exist. Google offers display ads as a pay per click model as well.
- #20Â So then we have the search engines like Google, Bing, and Yahoo. There is both paid and unpaid search marketing.
- #21 First we have our Unpaid search (also known as Organic search). These are the search results in the main area. You cannot buy placement here, you must optimize your website to get found and ranked for various search terms. And you do not pay anything when people click on your listing. This process is called Search Engine Optimization (also known as SEO). You’ll need an SEO firm to help you get optimized and found prominently in search engines. If done well, this can lower your advertising costs since it’s more of an upfront expense with results that can last for a long time.
- #22 Then you have the paid advertising. These paid ads can be seen at the top and on the right. Note there are not always paid ads on the top, sometimes it only shows on the right side. To get paid placement here, you bid on keywords and phrases, setting your max bid and daily budgets. You only pay only when someone clicks on your ad. The advantage here is that you know what you’re paying for each click.
- #23Â Directory Listings are a great marketing tool as well. A directory is basically like an online yellow pages specific to retirement homes. People can search by types and location to find what they need.
- #24Â Here is what a listing page would look like, listing the various properties after the user performs a search for a certain type of home.
- #25Â Here is what a listing page would look like, listing the various properties after the user performs a search for a certain type of home.
- #26Â Why are older users adopting Social media faster than younger ones? They can understand: instant communication, connect with old friends or find information about diseases/treatements quickly and connect to their grandchildren!
- #27Â With classified ads becoming a historical Icon, the best way to find your next deal is online!
- #28Â Once you start looking into statistics and clicks, you still need to know to look further than simply a click total.
- #29 Need to Change Impage to “Retirement Homes in Florida”
- #30Â Update Data Costs for Regional Lookups incl Florida, NYC, Penn, California, Texas
- #33Â Google is absolutely dominant, Current stats from Hitwise.com suggest 64% Google, 16% Yahoo, 15% Bing, 2% Ask.com, 2% AOL NEED TO REDO IMAGE
- #36Â What are Link Farms?
- #39Â Click Fraud?? - Please Describe in more detail
- #41 Here is a definition of some analytics terms. Back in the day, people talked in terms of “Hits”, but a Hit is just each file requested from your site. So if your home page has 50 images on it, each image counts as a hit, along with the webpage itself, so it would count 51 hits from visiting one page! Nowadays we don’t mention hits anymore, though now a Hit counts as a Page View, which is much more meaningful a statistic. But even judging pageviews is naïve. Depending on how your site is organized, it may get a lot of page views with little results. More important is the number of Unique Visitors or people visiting your site. That is a much more relevant statistic to watch for. If a directory comes knocking on your door, make sure you know how many unique visitors it gets.
- #42 You can gauge the traffic on different websites by using an independent tool like Compete.com or Alexa.com. You simply enter in the website addresses to compare, and it will give you estimates of how much traffic and how many visitors it gets. Now these are estimates so you expect some level of error, but it’s still good as a relative comparison tool. If one directory gets much more traffic than another, you can trust the relative traffic stats.
- #43 Without going into too much detail I’ll show you some of the main features of Google Analytics and how you can utilize this free tool to measure your online marketing efforts. Here is the Google Analytics main Dashboard. From here you’ll see a snapshot of various views such as the number of visitors, page views, time on site, etc. There’s an amazing amount of data you can see from here. Update to Recent Time period?
- #44 You can also see whether your visitors are coming from. You can drill down from Country to State and even to each individual City. * Joke: I think Google is working on a feature to even let you narrow it down to even the street address, just to show off how much data they have. Look for that to roll out in 2010. Update Data – Use Florida
- #45 You can also see how many times each page was visited. This view shows each page and how many views it received in a given period. See which pages are getting a lot of activity and which aren’t. And as you roll out more online marketing you can compare stats from month to month to gauge the effectiveness of your marketing. How many times is your Contact page being viewed?
- #48 Needs to be updated with Blair’s contact info