Online Marketing (Long)
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My presentation at the LaGrange Troup County Chamber of Commerce Small Business Week luncheon on May 21, 2009
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Online Marketing (Long)
- 1. Online Marketing Modern day marketing tactics to help you reach new customers, build your brand, and improve loyalty
- 2. But First What type of online marketing has the highest ROI of ANY form of marketing, online or off?
- 3. State of the Industry
- 4. Industry Growth Social Media Email Marketing Search Marketing Total $60 B $45 B $30 B $15 B $0 B 2008 2009 2010 2011 2012 2013 2014
- 5. Rise of Social Media Mobile Marketing Social Media Email Marketing $4 B $3 B $2 B $1 B $0 B 2008 2009 2010 2011 2012 2013 2014
- 6. Shift in Spending Percentage of Marketing Budget in Online Marketing 20% 15% 10% 5% 0% 2008 2009 2010 2011 2012 2013 2014
- 8. Benefits
- 10. Benefits • Measurability • Highly Targeted
- 11. Benefits • Measurability • Highly Targeted • Permission Marketing
- 12. Benefits • Measurability • Highly Targeted • Permission Marketing • Interaction
- 13. Types of Online Ads
- 14. Types of Online Ads • Text Ads
- 15. Types of Online Ads • Text Ads • Display Ads
- 16. Types of Online Ads • Text Ads • Display Ads • Video Ads
- 17. Types of Online Ads • Text Ads • Display Ads • Video Ads • Rich Media or Flash Ads
- 18. Types of Online Ads • Text Ads • Display Ads • Video Ads • Rich Media or Flash Ads • Popups and Popunders
- 19. Ways to Purchase • CPM - Cost per Mille • CPC - Cost per Click • CPA - Cost per Action
- 20. Targeting
- 21. Targeting • What is “qualified”?
- 22. Targeting • What is “qualified”? • Keyword Targeting
- 23. Targeting • What is “qualified”? • Keyword Targeting • Demographic Targeting
- 24. Targeting • What is “qualified”? • Keyword Targeting • Demographic Targeting • Behavioral Targeting
- 25. Targeting • What is “qualified”? • Keyword Targeting • Demographic Targeting • Behavioral Targeting • Geotargeting
- 26. Advertising on Search Engines
- 28. Campaign Structure • Campaign • Ad Groups • Ads • Keywords
- 29. Creating Text Ads • Headline • Body • Display URL
- 30. Writing an Effective Ad • Include Keyword Phrases • Call to Action • Brand Names • Scarcity • Third Party Validation
- 31. Display Ads • All Shapes and Sizes • Brand Consistency • Simple is Better
- 33. Online Advertising Metrics • Cost per Conversion
- 34. Online Advertising Metrics • Cost per Conversion • Return on Investment
- 35. Online Advertising Metrics • Cost per Conversion • Return on Investment • Profitability
- 36. Optimizing • Click-Through Rate • Optimizing Ads • Optimizing Your Landing Page
- 37. Google Services • Google Analytics • Google Website Optimizer • Google Keyword Tool • Google Traffic Estimator
- 38. Email Marketing
- 39. Benefits • Cost Effective • Builds Relationships • High Return on Investment
- 40. Rule #1
- 42. Building Your List • Ask Your Customers • Form on Your Website • Giveaways • Perks
- 43. Creating Your Email • Reply-to Email Address • From Name • Subject Line • Email Body
- 44. Getting Conversions • Clear Call to Action • Landing Page • Simple is Better
- 45. Email Best Practices • Best Times to Send • Frequency of Emails?
- 46. Spam and the Law • Address and Contact Information • Accurate Information • Opt-Out - Within One week • Don’t Use “Scraped” Email Addresses
- 47. Email Providers • MailChimp • VerticalResponse • Campaigner • Emma
- 48. 21st Century PR
- 49. What is Public Relations? The practice of managing the public image of a company, organization, or person.
- 50. Do I still need to write press releases? • Short answer, maybe. • What are they good for? • SEO • Traffic • Buzz • Other ways to disseminate information
- 51. When should you write a press release? • Announce a new product or service • Case studies with clients/customers • New employees • Awards or third party recognition
- 52. What to Include? • Just text?? • Logo/Photos • Video • Hyperlinks • Quotes
- 53. Sample Press Release Photo,Video Quotes Hyperlinks
- 54. Video Links Text Graphics
- 55. Sending Press Releases • Emailing Journalists Directly • Online Newswires • Your Website • Bloggers
- 56. Newswires PAID FREE • PRweb.com • PR.com • eReleases.com • PRLog.com • Marketwire.com • 24-7pressrelease.com • BusinessWire.com • PRLeap.com
- 57. Social Media
- 58. Social Media
- 59. Word of Mouth • Your customers are talking about you whether you participate or not.
- 60. Types • Blogging • Social News • Microblogging • Podcasts • Photo Sharing • Online Forums • Video Sharing • Networking/Community • Bookmarking
- 61. Rule #1
- 62. Rule #1 Be Human
- 63. Steps to Participation • Listen • Join • Participate • Create
- 64. Listen • Every social network has unspoken rules • Spamming isn’t cool • Take time to get to know your customers
- 65. Join • Where? • What’s appropriate? • How to maintain? • Tips...
- 66. Participate • When it’s appropriate? • When it’s not... • Ways to participate: • Comment • Bookmark • Post News
- 67. Create • Content should be appropriate to your brand and product or service • Blogs and social networking sites like Facebook are a great place to start! • Branch out to other areas as appropriate to your audience
- 68. Transparency... • Double-edged sword • Be cautious • Create a social media policy http://123socialmedia.com/2009/01/23/ social-media-policy-examples/ http://gretemangroup.com/blog/index.php/ 2009/01/social-media-policy/
- 70. Why Should You Monitor Your Brand? • Motrin (cool to wear your baby?) • Domino’s Pizza (extra toppings?) • Dell (fiery batteries) • Amazon.com (#amazonfail)
- 71. And...
- 72. And... ... because Google sees all.
- 73. What to Monitor? • Mentions of your company name • Key employees’ names • Product or Trademark Names • Competitors Names
- 74. Monitoring Techniques • RSS - Really Simple Syndication • Google Alerts • Technorati Blog Search • Twitter Search • Trackur, Backtype, other services
- 75. Wrapping Up
- 76. Slides & Video Slides and video will be posted to brandoneley.com
- 77. Brandon Eley Interactive Director, Kelsey Advertising & Design brandon@kelseyads.com Online Marketing Inside Out Released May 2009 www.brandoneley.com www.kelseyads.com
- 78. Online Marketing Inside Out by Brandon Eley & Shayne Tilley Chapter 1: The Changing Face of Marketing Chapter 2: 21st Century PR and Media Chapter 3: Turn Page Views into Profit Chapter 4: Search Engine Optimization Chapter 5: Social Media Chapter 6: Email Marketing Chapter 7: Affiliate Marketing Chapter 8: Online Advertising Chapter 9: Tying It All Together
Notas do Editor
- Introduce Yourself Interactive Director @ Kelsey Owner, 2BigFeet Author, Online Marketing Inside Out Going to talk about - State of the Industry - Online Advertising - Email Marketing - 21st Century PR - Social Media - Monitoring Your Brand Online Questions at the end of each segment Don’t worry about writing down info on slides - video/slides up afterward
- Little About Me 2BigFeet since 1999 Working with clients since 2000
- Online advertising a 55 BILLION industry by 2014 Pretty obvious that old school marketing is ineffective as such online advertising will continue to increase, as some forms of offline advertising decrease
- Email and mobile marketing on the rise Social marketing off the chart Still early days, good time to invest in social media get a foothold
- No surprise Advertisers are going to spend more of their marketing budgets online
- Broad topic - covers many different types of advertising Mainly talking about Google ads
- Measurability Track the effectiveness, easy to change as needed Highly targeted Don’t waste time on people who aren’t your customers Permission Marketing Not about interrupting Interaction One of only method of advertising that allow you to interact
- Measurability Track the effectiveness, easy to change as needed Highly targeted Don’t waste time on people who aren’t your customers Permission Marketing Not about interrupting Interaction One of only method of advertising that allow you to interact
- Measurability Track the effectiveness, easy to change as needed Highly targeted Don’t waste time on people who aren’t your customers Permission Marketing Not about interrupting Interaction One of only method of advertising that allow you to interact
- Measurability Track the effectiveness, easy to change as needed Highly targeted Don’t waste time on people who aren’t your customers Permission Marketing Not about interrupting Interaction One of only method of advertising that allow you to interact
- Banner and Text ads by far the most popular form of online advertising Text ads - Google PPC - Highlighted text in content Display ads BANNER ADS
- Banner and Text ads by far the most popular form of online advertising Text ads - Google PPC - Highlighted text in content Display ads BANNER ADS
- Banner and Text ads by far the most popular form of online advertising Text ads - Google PPC - Highlighted text in content Display ads BANNER ADS
- Banner and Text ads by far the most popular form of online advertising Text ads - Google PPC - Highlighted text in content Display ads BANNER ADS
- Banner and Text ads by far the most popular form of online advertising Text ads - Google PPC - Highlighted text in content Display ads BANNER ADS
- CPM - Paying for impressions - often used for banners CPC - Paying for visitors - most common CPA - Paying for conversions - relatively new, what is a conversion? - think affiliate program
- Examples: Restaurant Service business Retail business Qualified leads convert better
- Examples: Restaurant Service business Retail business Qualified leads convert better
- Examples: Restaurant Service business Retail business Qualified leads convert better
- Examples: Restaurant Service business Retail business Qualified leads convert better
- Examples: Restaurant Service business Retail business Qualified leads convert better
- Top 3 ads all listings on right
- Notice the local business results Can target locally so only visitors in your area see your ads