Web Results Key areas of Web Marketing
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This document provides background on an introductory web marketing course. It outlines the speaker's qualifications and experience in technology and online marketing. It then discusses setting objectives for understanding target markets and their behaviors. Sections cover analyzing existing web presence, developing a web strategy, and using analytics to improve performance. The strategy addresses getting visitors, engaging them, converting visitors to customers, and getting repeat visits. It provides examples of online marketing tactics like social media, advertising, viral marketing and affiliate marketing.
Web Results Key areas of Web Marketing
- 1. 2/17/2012 Background • Business Studies & German (Marketing), University of Limerick • Many years working in technology sector. National & international markets Day 1 Marketing / Business Development with a focus on online marketing/web Rosey Broderick (Creative Labs, Viking components, Eircom.net, Web Reservations International) Intro to Web Marketing • 2006 – set up HomeWise.ie Feb 2012 • 2007 Set up to help businesses ‘get customers online’ • Mentor with Enterprise Ireland. • Training with various organisations, DMI, Fitzwilliam Institute, Sureskills, Enterprise boards etc Quick Intro Name: What are your business objectives? What is your area of focus / business? What you are hoping to get from the course? Are your customers online/offline? How will the web help you achieve these business objectives? /What are your objectives from the web? Target Market Who is your target market? Reaching the right people with the right Break them into segments/groups/niche markets? message 1
- 2. 2/17/2012 Individuals/Influencers To whom Who do you need to reach? • End users / consumer market • Retailers • Distributors • Manufacturers • Research • Trials • Put your business on front of investors • Generate business partnerships What are your business objectives? What do you want from these people on the web Geographical markets? Local, regional, national, international Web presence Monthly Objectives If you have an existing web presence What are you objectives: Current web presence -no of visitors -No of visitors in the last month -source (organic, PPC) -Source (where they came from) -no & € of transactions -No. of conversions For the next 6 months –Oct, Nov, Dec, Jan, Feb, March 2
- 3. 2/17/2012 Impact of the Web ? http://www.internetworldstats.com/stats.htm Web Marketing Traditional marketing Applies technology - Internet The way people are interacting on the web has changed Research – Who are your customers & what do they do Talking at people – Where do they go when they need your products/services? (may not necessarily be actively searching) Has change to – What search engines, directories, websites do they use ? (when they are actively searching) Listening to what people are saying………. & then – How do they behave after they arrive on your website? interact 3
- 4. 2/17/2012 Old school The New Target Audience Marketing It is based on your target markets behaviour that you decide on your marketing strategy What combination of offline activity & online activity do you need for your business? Exercise – Who is your target market What triggers them to look for your products/services? Prioritise them (1 = most important etc) What are their motivations? What do they do?/what is their behaviour? Do they use the web to research/purchase your What are their issues? products/services? What solution are you providing your customers? Do they use search engines? What websites do they use? 4
- 5. 2/17/2012 Web strategy Web Objectives What do you want your visitors to do on the web? How do you get people on to your website? How do you engage them? What is the conversion? How do you convert them into a customer? Calls to action How to get them to come back again....and again......and again What actions are important Monitor / Measure Web strategy Web strategy Web strategy Web strategy 5
- 6. 2/17/2012 Web strategy Web strategy Build smart architecture /sound platform that cements your brand and also creates a valuable opt-in database that can be used to invite people again & again Web Strategy Web Strategy Areas to be considered when developing a web strategy • Getting visitors to your website The website itself Design/Look & Feel of your website Search Engine Optimisation • Converting them into customers for Online marketing activities on your website to engage your visitors and drive them towards purchasing your business Off page online marketing activities Search engine optimisation (off page) Other tactics to drive new visitors to your website Offline activity Activities off the web to drive traffic to your website Web Strategy The website itself Design/Look & Feel of your website 6
- 7. 2/17/2012 Web Strategy You have visitors • How to convert them!! Structure/Navigation /Usability/SEO • What is relevant to them? • What info are they looking for? • What is useful in helpful them move towards the decision to purchase your product/service? Web Strategy Interaction with users Business Objectives - Calls to action Tools to engage users • calculators • currency convertors • Video demo • Webinars • podcasts Data collection & feedback Data collection & feedback • Interactivity with visitors on the website • Visitor - user • Registration / sign up • At a basic level giving an email address • Important to offer something of value in exchange • Relevancy is key • Competitions/reviews/forums…. 7
- 8. 2/17/2012 Web Strategy Web Strategy Activities to drive traffic and get people to your website Off page online marketing activities This involves tactics to drive new visitors to your website Search engine optimisation (link building) Pay per click Online PR Social Networking Business Networking Online advertising Direct emailers Viral marketing Affiliate Marketing And many more Offline activity: activities off the web to drive traffic to your website Web Strategy Interactive campaign Involving people over time Elephant campaign Includes user generated content Belgium with a simple blog and a new video everyday. http://www.youtube.com/watch?v=F1uwexYeKAg&feature=player_embedded Daily content updates gave people a reason for revisiting the site. Users can view footage of the day's activities, leave comments, browse tourist information and download the trip itinerary Integrated Web Marketing Campaign Web Strategy http://www.dare-to-be.net/ SEO 8
- 9. 2/17/2012 Web Strategy Web Strategy Pay Per Click Online PR Web Strategy Web Strategy Social Media Web Strategy Web Strategy why Social Media? Social media 9
- 10. 2/17/2012 Web Strategy Twitter http://thenextweb.com/socialmedia/2011/05/15/successful-twitter-campaigns/ The Volkswagen Twitter Zoom Volkswagen - February To promote their sponsorship of the Planeta Terra Festival. They hid tickets to the festival all over the city, and shared the location with users via a map. The trick was however, that the map (using Google Maps) would only zoom in to reveal the locations based on how many people shared the hashtag #foxatplanetaterra on Twitter The campaign was a huge success for Volkswagen, as within 2 hours the hashtag was a trending topic in Brazil Web Strategy YouTube Twitter – getting started 10
- 11. 2/17/2012 YouTube Web Strategy Business Networking Web Strategy Web Strategy Online Advertising Online Advertising Online advertising • People now spend up to 7 hours of their spare time per week on the internet, that’s twice as long as they will spend reading the paper 11
- 12. 2/17/2012 How online advertising is sold • Cost per click CPC or Cost per acquisition CPA • CPC • If Budget €5000 – CPC is €2 – can purchase 2500 clicks • CPA - Calculated on value of conversion • Register for a site €1 per registration • Sale of DVD – 50c • Sale of car - €500 Advertising format Advertising format • Banner • Button • Content Module • Email • Mobile Banner • Rectangle • Skyscraper • Streaming Media • Textlink • http://www.impactengine.com/home/ad_formats Web Strategy Web Marketing Activities Email Viral Marketing Word of mouth marketing Use of existing social networks to spread a Message People willingly pass on information to their contacts 12
- 13. 2/17/2012 Viral Marketing Web Marketing Activities http://www.visiblemeasures.com/adage http://www.youtube.com/watch?v=8vWVtpCfLX8&feat ure=player_embedded Web Marketing Activities Web Marketing Activities Samsung Affiliate Marketing LED-illuminated sheep running around the Welsh countryside Attracted nearly 8.5 million views on YouTube and continues to be the topic of discussion on blogs across the web. Affiliate Marketing is an Internet-based The "is it real or not" quality proves once again to be YouTube marketing practice in which a business rewards gold. one or more affiliates (publishers) for each visitor, lead or customer brought about by the http://www.youtube.com/watch?v=D2FX9rviEhw&feature=playr affiliate's marketing efforts _embedded http://en.wikipedia.org/wiki/Affiliate_marketing Affiliate Marketing 13
- 14. 2/17/2012 Web Marketing Activities Web Marketing - Devising a web strategy Web Analytics •What works? •What doesn’t? Web Marketing - Devising a web strategy Put a plan in place to build your presence – Define your priority markets In summary – Analyse their behaviour – On the web/Offline •Website itself – Focus on web: – Build your website to meet your business objectives & your •Activities to drive traffic markets – Target them with focused web marketing activities •Measurement of both of above – Analyse their behaviour on your website – Implement changes to improve conversions •Quality v Quantity • Monitor your performance 14
- 15. 2/17/2012 Web Marketing Strategy Web Marketing Strategy • Impact of Web on Business/Sales/Company Balance: • Business objectives • New means of • Users -reaching your market • Search engines -researching your market -getting your business/products/services on front of them again -Identifying what works for your customers Web Strategy Effective use online marketing Fully measurable – highly effective Questions? Thank you WebResults.ie, 1A Richview Office Park, Clonskeagh, Dublin 14 info@webresults.ie (01) 2071872 15