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Smarter Web Strategy. How to use the web to build new customers. Using SEO, PPC, Social Media and all relevant web marketing activities to build your businesses profile on the web
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Rosey Broderick, WebResults.ie
Smarter Web Strategy
The successful approach to building quality customers through the web
Nov 2012
What are your biggest issues in relation to
the 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
Step 1: Set clear objectives
Step 2: Understand your marketplace
Step 3: Analyse your existing web presence
Step 4: Put action plan in place to drive quality visitors
Step 5: Measure/Monitor to establish sources of quality traffic
Approach to Web Marketing Strategy?
What are your business objectives from the web?
Step 1 – Set Clear objectives
Step 2 Understand your market
Market research
• Assess your market potential
• Get to know your Target market:
- Who are they ?
- What are they doing on the web?
• Competitor research
What is your market potential?
2011 - 43% of Irish adults had shopped online in the previous 12 months
Dublin top for ecommerce
Followed by The West
Ireland - Ecommerce
What Geographical markets are a priority?
Local, regional, national, international
Targets & Influencers
Define
Who is your target market Prioritise 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?
What triggers them to look for your products/services?
What are their motivations?
What are their issues?
What solution are you providing your customers?
Research & Planning
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
Engage with them
Convert them
Give them a
reason to return
Monitor/ Measure
Get people to site
Web Strategy
Elephant campaign
Belgium
http://www.youtube.com/watch?v=F1uwexYeKAg&feature=player_embedded
Getting your website in order
How does your website perform?
• Design/look and feel
• Usability & Navigation
• Tools & Functionality
• Strong calls to action
• Search Engine Optimisation
• Good measurement and tracking
Data collection & feedback
Developing a content plan
• Both on your site and off your site ( on other sites/social networks etc)
Web Strategy
Keyword research
Google keyword research tool
What is relevant to my market?
What will drive them closer to the sale What are they talking about on the social networks
Monitoring conversations • SocialMention • Hootsuite
Monitoring groups in LinkedIn Keyword research No of searches relevant to your business
WebResults.ie
Content Plan
Social Mention
Hootsuite
Monitoring conversations
Monitoring groups
Keyword research
Web Strategy
Which activities to reach your targets • Search Engine Optimisation
• Pay Per Click
• Social media
• Blogging
• Viral Marketing
• Online Advertising
• Partnership marketing
Pay Per Click - Google Adwords
• Very targeted
• Gives good understanding of your market
• Test to establish ROI
• Focus on what works
Which social networks?
What formats?
How regularly?
Web Strategy
Social Media – Clear objectives
Web Strategy
Social media
Consistency
Regular & relevant
Manage - respond
Web Strategy
Online Advertising
Online Advertising
Web Strategy
Affiliate Marketing
A business rewards one or more affiliates (publishers) for each visitor, lead or customer brought about by the affiliate's marketing efforts
Mobile Marketing
Consider all activities for mobile SEO for mobile Google Adwords for Mobile Display adverts QR codes etc
Web Marketing - Devising a web strategy
Web Analytics
•What works?
•What doesn’t?
Web Marketing Strategy How do I generate new business/ leads through the web??
Web Marketing Strategy Step 1: Set clear objectives
Step 2: Understand your marketplace
Step 3: Analyse your existing web presence
Step 4: Put action plan in place to drive quality visitors
Step 5: Measure/Monitor to establish sources of quality traffic
Web Marketing Strategy How do I ensure these visitors are high quality potential
customers?
• Regular
• Focused
• Interesting
• Fun
My Action plan
• Nov
• Dec
• Jan
Web Strategy
Effective use of Digital Marketing Fully measurable – highly effective
WebResults.ie, 1A Richview Office Park, Clonskeagh, Dublin 14 [email protected] (01) 2071872
Questions?
Thank you
Ford Fiesta
100 socially vibrant social media fanatics
18 months prior to release in US
Had to share their experiences of the car over 6 months
Blogs, Twitter, Facebook, Flickr and YouTube channels
• 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
The Results