How to migrate your marketing online

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Online marketing

Two case studies to show you how to do it yourself

• Business to Business (B2B)• Business to Consumer(B2C)• Plus Advice for you to migrate your marketing– How to find a niche to show off your company’s

expertise or specialism – Where to promote your services online– How to use automated email marketing– The three things you must do online every week


Marketing a business

Traditional• Brochure/collateral• Public relations• Advertising• Directory listings• Trade show/conference• Christmas card list• Parties/hospitality

Today• Website• Expert content• Online PR• Adwords / digital ads• Directory submissions• Email list/newsletter• Social media


How to migrate marketing online

• Know your customers and prospects “online literacy”–Which websites do they visit–What % are doing procurement online– How do new customers ‘find’ you–What about younger staff members

• You can’t do everything at once• Prioritise


Which of these do you do?


Today• Website• Expert content• Online PR• Adwords / digital ads• Directory submissions• Email list/newsletter• Social media


Case Study: APC Technology

• Business to Business• Customised rugged computers• Long sales cycle• Face to face sales team• E-Procurement


APC Technology


Priorities1. Website2. Directory submissions3. Expert content4. Email list/newsletter5. Online PR6. Adwords / digital ads7. Social media


Key words


Google Analytics


Traffic Sources


Incoming links - Domodomain


Expert content

• Company news – New product– Distributors

• Trade show– Collate others’ news – Link to helpful sites (Linked In Group)

• Magazine article – Reproduce it–Write a response


Email newsletter

• Once a month• Summary of website news articles• Supplemented by mailings to niche

groups–Mining industry (linked to trade show)– Abattoirs (postal mailing) new product


Case Study: Rowperfect

• Business to Consumer• Sports equipment and advice• Short sales cycle• No sales team• Online ‘discovery’• Global potential market


Which of these do you do?


Today• Website• Expert content• Email list/newsletter• Adwords / advertising• Social media• Directory submissions• Online PR


Content drives & reinforces traffic

• News page (blog) updated 5x per week• It has an RSS feed• Newsletter sign-up

– In header on every page– Landing page

• Summary of 5 blog posts mailed automatically • Expert content drives incoming search• Social media amplifies

– Automatic– Manual

• Advertising is relatively minor ‘signposting’ – $100 per month


Rowperfect Analytics

• Search is highest = 2680– Google– Bing– Yahoo

• Newsletter = 1541– Feedblitz– RSS

• Social media = 209– Twitter– Friendfeed

• Advertising (cpc) = 233`


Referring sites


Analytics compared


For You:

• Find a niche online–Where is it discussed / searched /

commented online– Keep your niche small

• Search for websites about the niche– Google Alerts– Follow these sites using RSS Reader or email

• Search inside social media– Use hashtags #


Alerts

• Search string– Blogs – News– Video– Discussions

• Quotes• All/best results• Frequency


Where to promote your services

• Directory listings• Forums• Group lists• Magazine / news websites• Newsletters run by others• Bloggers – guest posts / comments• Social media sites & groups on social media• Hashtags #• Your own news page


How to use automatic email

• Write blog posts• Have an RSS feed• Set up an RSS to email service – Feedblitz.com– “DUNEDIN” promotion code 15 days free

plus10% discount

• Decide newsletter frequency (weekly, monthly, on demand)

• It happens


3 things you must do weekly

1. Check your alerts– Gives you new sites to comment– Subscribe to read them

2. Write a blog news article– Article ideas from the alerts

3. Review your analytics– How well are you doing


Get in touch

• Have a free 20 minute briefing with us– Tell us about your situation– Ask questions– Get quick advice

• [email protected] • [email protected]

mailto:[email protected]

mailto:[email protected]


Questions?