Online marketing techniques workshop
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This presentation was given during the workshop organized by Al-Iktissad Wal-Aamal group for students from the Lebanese University, Faculty of Business.
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Online marketing techniques workshop
- 1. INTRODUCTION
- 2. THE GROUP Al-Iktissad Wal-Aamal is the leading business communication group in the Arab world, combining among its activities publishing, conferencing, event management and investment & trade promotion exhibitions
- 3. THE BUSINESS LINES Conferencing & Event Planning Publications: • Al-Iktissad Wal-Aamal Pan-Arab • Al-Iktissad Wal-Aamal Al-Lubnaniya • Al Defaiya • Al-Hasnaa
- 4. AGENDA Why are we here today? Online Presence Online Marketing Personal Brand
- 7. ONLINE PRESENCE To have a successful online business, you must establish an Online Presence. When well thought out and carefully implemented, a strong online presence gives businesses an opportunity to tap into a marketing avenue that can be specifically targeted to their potential clients.
- 8. INNOVATION
- 10. HOW AND WHY TO BUILD AN ONLINE PRESENCE WHY HOW Reason 1. Online Step 1. Interact Regularly Marketing Is Cheap or Step 2. Reach Out to Free Other Professionals Reason 2. You Can Step 3. Make Your Succeed with Limited Website Easy to Use Knowledge Reason 3. Everyone’s Doing It
- 11. HOW AND WHY TO BUILD AN ONLINE PRESENCE WHY HOW Reason 1. Online Step 1. Interact Regularly Marketing is Cheap or Step 2. Reach Out to Free Other Professionals Reason 2. You Can Step 3. Make Your Succeed with Limited Website Easy to Use Knowledge Reason 3. Everyone’s Doing It
- 12. CREATE AN ONLINE PRESENCE WHEN YOU DON’T HAVE THE TIME Adhere to the hierarchy! You’ll always know what comes next. 1. Listen before you speak 2. Optimize online content 3. Claim real estate 4. Capture and segment visits 5. Integrate landing pages 6. Play ratings and reviews 7. Go online to drive offline 8. Analyze and test
- 13. CREATE AN ONLINE PRESENCE WHEN YOU DON’T HAVE THE TIME Adhere to the hierarchy! You’ll always know what comes next. 1. Listen before you speak 2. Optimize online content 3. Claim real estate 4. Capture and segment visits 5. Integrate landing pages 6. Play ratings and reviews 7. Go online to drive offline 8. Analyze and test
- 14. The conversation
- 15. CREATE AN ONLINE PRESENCE WHEN YOU DON’T HAVE THE TIME Adhere to the hierarchy! You’ll always know what comes next. 1. Listen before you speak 2. Optimize online content 3. Claim real estate 4. Capture and segment visits 5. Integrate landing pages 6. Play ratings and reviews 7. Go online to drive offline 8. Analyze and test
- 17. CREATE AN ONLINE PRESENCE WHEN YOU DON’T HAVE THE TIME Adhere to the hierarchy! You’ll always know what comes next. 1. Listen before you speak 2. Optimize online content 3. Claim real estate 4. Capture and segment visits 5. Integrate landing pages 6. Play ratings and reviews 7. Go online to drive offline 8. Analyze and test
- 18. CLAIM REAL ESTATE Digital Asset 1: Website Do you think your website in 2012 is like the one you built 4 or 5 years ago? – Static - never changed – Text Based – Needed to be programmed by the developer – One way communication – Optional
- 19. CLAIM REAL ESTATE Digital Asset 2: Mobile
- 20. CLAIM REAL ESTATE Mobile – The Numbers • 5.9 Billion people use mobile phones • 1.2 Billion internet connected smart phones • Smart phone sales were up 63% in 2011 to 489 million new phones • 300,000 apps downloaded 10.9 billion times • 40 million tablets sold in 2011 • 106 million tablets forecast to be sold in 2012
- 21. CLAIM REAL ESTATE Mobile • How do people use their mobile devices? • 81% for browsing • 77% for search • 71% Search on their phones because of ad exposure • Almost 25% of people have bought using their mobile • More than half of the US smart phone users performed retail research while in the store • Smart phones now outselling PC’s • 50% of all US phone users now have smart phones These are all indicators that we have reached a “Mobile Tipping Point!”
- 22. CLAIM REAL ESTATE Mobile • How to win with Mobile • Build a Mobile optimised website • Build apps that make it easy to buy from a mobile device
- 23. CLAIM REAL ESTATE Digital Asset 3: Social Networks
- 24. CLAIM REAL ESTATE Digital Asset 4: Content The Foundation to your Digital Assets Content that – Educates – Informs – Entertains – Inspires
- 25. CLAIM REAL ESTATE Digital Asset 5: Email Database – Accountants put a value on it – It is under your control – Drives traffic to your other digital assets
- 26. CREATE AN ONLINE PRESENCE WHEN YOU DON’T HAVE THE TIME Adhere to the hierarchy! You’ll always know what comes next. 1. Listen before you speak 2. Optimize online content 3. Claim real estate 4. Capture and segment visits 5. Integrate landing pages 6. Play ratings and reviews 7. Go online to drive offline 8. Analyze and test
- 27. CREATE AN ONLINE PRESENCE WHEN YOU DON’T HAVE THE TIME Adhere to the hierarchy! You’ll always know what comes next. 1. Listen before you speak 2. Optimize online content 3. Claim real estate 4. Capture and segment visits 5. Integrate landing pages 6. Play ratings and reviews 7. Go online to drive offline 8. Analyze and test
- 28. CREATE AN ONLINE PRESENCE WHEN YOU DON’T HAVE THE TIME Adhere to the hierarchy! You’ll always know what comes next. 1. Listen before you speak 2. Optimize online content 3. Claim real estate 4. Capture and segment visits 5. Integrate landing pages 6. Play ratings and reviews 7. Go online to drive offline 8. Analyze and test
- 29. CREATE AN ONLINE PRESENCE WHEN YOU DON’T HAVE THE TIME Adhere to the hierarchy! You’ll always know what comes next. 1. Listen before you speak 2. Optimize online content 3. Claim real estate 4. Capture and segment visits 5. Integrate landing pages 6. Play ratings and reviews 7. Go online to drive offline 8. Analyze and test
- 30. CREATE AN ONLINE PRESENCE WHEN YOU DON’T HAVE THE TIME Adhere to the hierarchy! You’ll always know what comes next. 1. Listen before you speak 2. Optimize online content 3. Claim real estate 4. Capture and segment visits 5. Integrate landing pages 6. Play ratings and reviews 7. Go online to drive offline 8. Analyze and test
- 31. ESSENTIAL STAGES OF MARKET YOUR ONLINE PRESENCE
- 34. WHAT IS SOCIAL MEDIA? Social media is technically a means for social interaction through the web. Purpose: free-flowing exchange of ideas and relevant user- based content The development of social media didn’t happen overnight
- 35. SOCIAL MEDIA IS DEAD
- 37. METHODS OF ONLINE MARKETING 1. Search Engines Aren't Everything! 2. Social Networks 3. Social Network Applications 4. Social News 5. SMS on Steroids 6. Online Favorites and Bookmarking 7. RSS Feeds 8. Blogging 9. Email Marketing 10. SMS Marketing 11. Pay Per Click Advertising 12. Pres Releases
- 38. ARE YOU ON ONE OR MORE? Facebook Google Plus Twitter YouTube Corporate Blog Instagram Pinterest
- 39. THE DAVID MEERMAN SCOTT EXPERIMENT In last 1 to 2 months, in order to research a product or service you might want to buy, either personally or professionally, have you…
- 40. IN LAST 1 OR 2 MONTHS, IN ORDER TO RESEARCH A PRODUCT OR SERVICE HAVE YOU USED • Direct mail? • Yellow pages? • Trade Show as a non-vendor? • Mainstream media?
- 41. IN LAST 1 OR 2 MONTHS, IN ORDER TO RESEARCH A PRODUCT OR SERVICE USED • Asked via your social network (email/Facebook) for advice and they sent you a link? • Google or other search engine?
- 42. IN LAST 1 TO 2 MONTHS, IN ORDER TO RESEARCH A PRODUCT OR SERVICE • Direct mail ad 0-2% • Yellow pages 0-5% • Trade Show as a non-vendor 0-5% • Mainstream media 20-30%
- 43. IN LAST 1 TO 2 MONTHS, IN ORDER TO RESEARCH A PRODUCT OR SERVICE •Asked via social network (email/Facebook) for advice and they sent you a link 95% • Used Google or other search engine ~100%
- 44. MARKETING YOUR DIGITAL BRAND Create a Digital Marketing Strategy 1. Create a clear vision 2. Know who your audience is 3. Know what your goals are 4. Create tactics to achieve those goals 5. Measure, manage and modify
- 45. MARKETING YOUR DIGITAL BRAND Social Mobile Paid Digital Assets Hub Search Email
- 46. MARKETING YOUR DIGITAL BRAND Channel 1: Search Engine Why Ranking High in Search is Vital How important is it to be at the top of Google’s search results? • Ranking first on Google gets over 40% of all clicks • Ranking second receives just over 11% - coming second has distinct disadvantages - only ¼ of all clicks compared to first ranking • 90% of all clicks occur from first page of search results.
- 47. MARKETING YOUR DIGITAL BRAND Importance of Search – Up to 90% of purchasing decisions start with an online search. – Organic online clicks account for 75% of all click throughs to websites – 25% of all clicks are paid eg Google Adwords.
- 48. MARKETING YOUR DIGITAL BRAND Channel 2 Paid Online Marketing • Why Paid Online Marketing? • It acts as a catalyst to be found online and accelerates the “velocity”, discovery and sharing of your brand
- 49. MARKETING YOUR DIGITAL BRAND Channel 2 Paid Online Marketing – Internet Advertising vs. Print
- 50. MARKETING YOUR DIGITAL BRAND Channel 2 Paid Online Marketing Some Examples of Paid Online Marketing • Google AdWords • Facebook Ads • LinkedIn • Banner Ads on websites where your customers hang out • Twitter promoted tweets
- 51. MARKETING YOUR DIGITAL BRAND Channel 3 Email Marketing
- 52. MARKETING YOUR DIGITAL BRAND Channel 3 Email Marketing – You own it – You can send out direct messages when you want – Preferred for financial (52%) and travel (43%) alerts – Preferred even by teens over all other direct channels for permission-based, marketing communications - 66% – Make it easy – Provide incentives for prospects to opt-in to your email list eg a free ebook
- 53. MARKETING YOUR DIGITAL BRAND Consider that email is: The most used channel for written, personal communications (45%) Checked daily by more users than any other channel (91%) The preferred channel for permission-based marketing communications (77%) The direct channel that influences the most purchases (66%) The preferred channel for financial (52%) and travel (43%) alerts Preferred even by teens over all other direct channels for permission-based, marketing communications (66%)
- 54. MARKETING YOUR DIGITAL BRAND Channel 4 Social Media Marketing
- 55. MARKETING YOUR DIGITAL BRAND Channel 4 Social Media Marketing – Lebanon and Social Media • Penetration rate for Facebook is 33% of the population • 4% have joined Linked • Twitter penetration is 2%
- 56. MARKETING YOUR DIGITAL BRAND BUSINESS TO BUSINESS (B2B) Four Top Tips 1. Create content that educates 2. Engage on social networks that work best for B2B 3. Blogs are vital 4. Multimedia is not just for consumer brands
- 57. MARKETING YOUR DIGITAL BRAND BUSINESS TO CONSUMER (B2C) Four Top Tips 1. Create content that entertains 2. Engage on social networks that work best for B2C 3. Facebook is vital but don’t ignore Twitter 4. Multimedia including images, photos and videos are important
- 58. MARKETING YOUR DIGITAL BRAND Publish and Promote to Multiple Social Networks
- 59. WHY SOCIAL MEDIA? Amplifies your Content
- 60. WHY SOCIAL MEDIA? Accelerates the Spread of your Brand
- 61. WHY SOCIAL MEDIA? Provides Global Networking on Steroids
- 62. WHY SOCIAL MEDIA? Your Business Can Self-Publish
- 63. WHY SOCIAL MEDIA? Enlists the Power of Global Word of Mouth
- 64. WHY SOCIAL MEDIA? Facilitates Trust - Edelman Trust Barometer
- 65. SOCIAL MEDIA MILESTONE …
- 66. TAKEAWAYS Six keys to being successful with social media 1. Treat your social networks as an extension of your websites 2. Build your tribes and followers on social networks 3. Engage with your audience 4. Publish multimedia content regularly 5. Share and subscribe buttons everywhere 6. Drive traffic to your website and “call to action” landing pages
- 67. TAKEAWAYS Keys to Managing 1. Be active on social networks 2. Monitoring Tools 3. People to monitor and manage (eg. community managers) 4. Be prepared with a plan
- 68. TAKEAWAYS 1. Build and maintain your online assets 2. Embrace mobile 3. Optimise everything for search engines 4. Don’t underestimate the value of email 5. Create and market multimedia “liquid” content 6. Market your digital assets on multiple social networks 7. Monitor and manage your digital brands life
- 69. MARKETING TECHNIQUES BUT FOR SOME BUSINESSES, IT MAY GO WRONG
- 76. EXAMPLES OF SOME MIDDLE EASTERN COMPANIES “BOO-BOO’S” English Version
- 77. ATTEMPTING TO IMPRESS IN ARABIC?? Arabic Version ?????
- 78. A GOOD EXAMPLE OF AN ARABIC VERSION
- 79. A BETTER EXAMPLE
- 82. IT WENT VIRAL
- 86. WHAT HAPPENS ON TV… GOES ON SOCIAL MEDIA
- 88. THE MOST EXPENSIVE TWEET !!
- 90. THINGS TO DO & THINGS TO AVOID! Revise your marketing message once, twice, three times and even more to make sure you will get the least amount of attacks or negative feedback from your audience. When using Facebook for your social media campaign, try not to restrict comments and feedback to your Facebook page as “Wall Posts” instead, create a discussion board for more effective and dynamic two- way communication. Never stray from the core or try to be something that you’re not. Being authentic, transparent and sticking to your overall image is very important. Do not try to sell yourself too bluntly. If you feel you have a need to do so, do it through communication and involvement with communities and individuals on different suitable social media channels.
- 91. THINGS TO DO & THINGS TO AVOID! Be ethical; lying or purposely deceiving will not pay off as some might suspect! Learn when to stick to the “old school style”. The “more the merrier” concept does not always work. Remember: sometimes less is more! If you mess up by mistake, always have a “damage control” plan. Luck is overrated and you need to be prepared in case anything goes wrong. If almost 50% of social media campaign will fail, is it wise to keep spending resources to try to create campaigns that rock? I do believe so! Make sure you answer ANY “positive or negative” comments in less than 24 hours , or else you will end up like Volks Wagon
- 93. CONTACT US Twitter: LinkedIn: @iktissad Al-Iktissad-Wal-Aamal-Group @hibafayad Hiba Fayad You Tube: Facebook: iktissad Al-Iktissad Wal-Aamal
Notes de l'éditeur
- IdentifyAcquireConvertRetainStrategy
- Let’s first think of innovation
- The following are the top three reasons why businesses should take advantage of online marketing opportunities.1- It’s no secret that freelancers usually don’t have a ton of money to allocate toward marketing expenditures. Fortunately, effective online marketing is less about the funds you have to put into it and more about the effort. You can increase your online presence by dedicating just two hours a week to spreading the word about your business online.Keep in mind that developing an online marketing strategy doesn’t necessarily mean that you have to run yourbusiness online. Think of it as more of a boost to your existing business management program. You can set up profiles on social networking sites for free, and pay per click (or PPC) advertising can also be effective while only charging you a negligible fee.2- While the value of professional online marketing shouldn’t be undermined, gaining a basic understanding of online marketing can be an easy enterprise for beginners to get involved in. Using some basic approaches to spread your name online is similar to traditional word-of-mouth advertising. By getting involved in the online marketing game, you’re guaranteeing a longer lifespan for your business.3- This might not seem like the most inspiring reason for your business to get involved with the online marketing trend, but think about it a bit. Do you really want your competitors to have an advantage when it comes to attracting potential clients? Clients frequently conduct keyword searches when trying to find specific products or services. If your business doesn’t have an online presence, potential clients will simply find another competitor who maintains a website with readily available information.
- Build a Strong, Trustworthy Online PresenceWhen you’re ready to develop an online marketing strategy for the first time, make sure it’s effective. The following three steps will help you build a strong online presence, even if you don’t have a degree in marketing or web development.Step 1. Interact RegularlyConstant interaction is one of the easiest and most efficient ways to make sure your freelancing business maintains a strong online presence. Social media platforms allow freelancers to engage with new and existing clients in a variety of ways. Keep your clients in the loop by letting them know about new products or services your business provides, offer them exclusive deals, or share relevant news developments that are related to your industry. This approach shows your clients that you care about maintaining ongoing relationships while enticing them to follow your online activity regularly.Step 2. Reach Out to Other ProfessionalsOne of the best ways to validate your online presence is to befriend top professionals in your field. Associate yourself with national organizations such as the Better Business Bureau and any other groups that monitor activities related to your field.Social media makes it especially easy to get in touch with others in your field. This approach works two ways. It shows potential clients that you keep up with new developments in the field, and it also gives you access to contacts who can teach you a little about the industry.Step 3. Make Your Website Easy to UseWho your audience is. Remember that less is more. While it’s okay to be ambitious, it’s important that you don’t bite off more than you can chew. (Later, hire a professional, This is one investment you don’t want to skimp on.)As a final tip, whoever is in charge of your company’s online presence needs to be up-to-date with online marketing trends that could be used to benefit the business.
- As marketing your business online continues to evolve it’s become essential to look at how you view your online presence in a global, integrated and strategic manner.I believe there’s a bit of a hierarchy to what must be done first and by adhering to this loose order you’ll always know what comes next.I’m not going to dive into great detail about how to do everything you need to do. In keeping with the theme of time, I’m going provide a quick list of action steps that you can treat a bit like a checklist or to do list.Listen before you speakOptimize online contentClaim real estateCapture and segment visitsIntegrate landing pagesPlay ratings and reviews Go online to drive offlineAnalyze and test
- Each section contains one time actions and actions that you need to return to as part of your daily, weekly or monthly marketing routine.Listen before you speak – I like to set this aspect up first because I think it provides immediate payoff and lasting benefit for decision makingCreate a Google Alert for key brand, industry, client and competitive terms.Create Twitter lists for clients, competitors and key media contacts.Create Google Reader account and find twenty five industry related blogs to follow (If customers or competitors blog, add them to a folder)Investigate social settings in your CRM and add Rapportive to your email.Investigate social tools such as TweetDeck, HootSuite or SproutSocial to help monitor mentionsBonus: Add paid options like Radian6 or Trackur for deeper listening metrics
- Optimize online content – One of the most important ways to be found online is through search. This only happens if you write content and create pages that match what your ideal clients are looking for online. This includes local search!Ask at least ten customers to tell you what search terms they would use looking for a business like yours.Employ a keyword tool like Google’s Keyword Tool or the free or paid version of WordTracker to dig up lots of potential keyword phrases related to your business.Create a list of ten major themes that will be the basis of your contentStart or restart a blog and commit to addressing your themes and actual customer questions three to five times a week. (Of course, I recommend WordPress)Share every blog post on Twitter, Facebook, LinkedIn, Google+ and StumbleUponBonus: Make two to three minute video overview of your post and submit to YouTube.
- Claim real estate – One of the biggest ways to help in the game of being found is to be lots of places. Even if you’re not sure you’re business is ready to spend significant time engaging in a specific social network, you should make the time to claim and build strong profiles and place and optimize content and brand assets in these outposts.Create and build out profiles in LinkedIn, Facebook, Twitter, and Google+Create and build out profiles in Picasa, Flickr, YouTube and SlideshareAdd plugins to your blog and web pages that makes all of your content sharable in social networksStart sharing your blog posts on social networksStart uploading and describing images, slide presentations and videosJoin five active groups on LinkedIn and connect with people in each groupFind twenty five Facebook pages related to your business and Like them.Put all of your customers you can find in a Google+ CircleClaim your Google Places Page on Google+ LocalClaim your business location on Foursquare, Twitter, Yelp and FacebookBonus: Check out KnowEm and get hundreds of social profiles built automatically
- 1. Have a Winning WebsiteThere are 2 Main Types of websites• Business website• E-Commerce websiteThey are your online digital front door that you own and control, more people visit your digital property than your reception or office • So invest appropriately• Treat it as important as your physical assets • Building an online digital asset is not a zero sum game – the sooner you start and optimise the further ahead of the competition you will be as you continue to create content that brings people back to your website and Google pushes further up the rankings • Websites should not be set and forget – it is an active environment that requires constant and persistent updating • It informs and educates while you sleep that a salesperson cannot do.
- The growth of the social networks over the last few years has been matched by the mobile internet with smart phones sales approaching nearly 500 million units in 2011. The synergy that these 2 fast tracking trends provide is changing how we work and play.So what are some statistics worth noting?• The smart phone sales were up over 63% in 2011 from 2010 (488.5 million)• 5.9 billion people now use mobile phones globally• Over 300,000 apps have been developed in the past 3 years and downloaded more than 10.9 Billion times• 77% use mobile phones for search• Social networking accounted for 50% of all page views on mobile phones in 2011• Facebook mobile users quadrupled in 2 years from 50 million to 200 million• There are 200 million mobile video playbacks from YouTube every day• There are 1.2 billion internet connected smart phones• In the US 50% of the population with a phone now has an internet connected smart phoneThe upside for mobile commerce and smart phone growth is enormous as all mobile phones will eventually become internet connected. On current numbers that means that 4.7 billion smart phones are yet to be sold and connected! Is your business ready for the mobile web?I don’t know about you but if you walk the street, ride a bus or a train have a look at what people are doing. They are checking their smart phone or tablet. People commuting to work or watching TV at home are browsing on the mobile devices. Checking their Facebook or even buying products from Ebay or an online store.Smart phones and Tablets - use elements from Trends presentation• Apps for your online store• Website that can be viewed on the major mobile platforms, Android and iPhoneSony has released an internet-linked wristwatch powered by Google-backed Android software.SmartWatch gets online by connecting wirelessly to a wearer's Android smartphone using Bluetooth technology, according to Sony.The high-tech timepiece reminiscent of one worn by classic comic strip detective Dick Tracy was priced at $US150, available online and at Sony stores.Advertisement: Story continues below"SmartWatch provides access to live content and entertainment on the go," said Sony Mobile Communications customer unit president Paul Hamnett, who billed it as the first in a series of gadgets to "expand the smartphone's reach."SmartWatch can switch from displaying time to acting as a touchscreen interface for smartphone information.Vibrations or alerts flashed on the 1.3-inch (3.3-centimeter) screen can signal incoming calls and wearers can glance at their wrists to peruse email or text messages as well as Facebook or Twitter updates by friends.Mini-applications tailored to add features to SmartWatch devices were available at the Google Play online shop, according toRead more: http://www.smh.com.au/digital-life/hometech/sony-unveils-dick-tracy-android-wristwatch-20120413-1wx8f.html#ixzz1rtLqg4GF
- The Key Elements for Winning in a Digital WorldYou own your website and online store but you also need to consider that we also are on a social web. So securing your presence and designing and branding your business on the major social networks is absolutely key.Hub and Spoke diagram• Facebook • Twitter• YouTube• Slideshare• LinkedIn
- You own your website and online store but you also need to consider that we also are on a social web. So securing your presence and designing and branding your business on the major social networks is absolutely key.Hub and Spoke diagram• Facebook • Twitter• YouTube• Slideshare• LinkedIn
- Capture and segment visits – One of the primary goals of your content, link building and social networking activity is to attract interest in a long-term trust building relationship. Once someone decides they want to click over and read your blog post, you want to capture some information in an effort to build an email list for more education and eventual promotion.Find and signup for an email service provider (ESP) – I can recommend Infusionsoft, MailChimp, Constant Contact, AWeber and Vertical Response as I’ve used each.Create a reason someone would want to give you’re their email – eBooks drawn perhaps from a collection of your best blog posts are a great place to start.Use the chosen ESPs form creation tools to put a signup form on every page.Create a weekly or monthly email newsletter with best information you’ve collected through your own reading each month.Bonus: Look into tools that allow you to create content funnels such as Survey Funnel, Spring Metrics or Get Smart Content
- Integrate landing pages – Once you have your social profile set up and you’re producing new content and starting to make offers online in advertising and through social networks it’s time to look into creating landing pages that drive people to specific information and personalized calls to action.Create a landing page for your eBook or newsletter that sells the signupCreate landing pages for each product or service that offers your autoresponder more information series (I use the WordPress plugin Premise on my site)Consider creating welcome landing pages for your LinkedIn, Google+ and Facebook profilesLook into tools such as Unbounce or Optimizely to create and track versions of pages for testing.
- Play ratings and reviews – Love them or hate them, search engines and surfers alike put a great deal of importance on the presence of and quality of reviews.Signup for and claim profiles on Yelp, CitySearch, Google+ Local, Bing Local and Yahoo LocalSubscribe to the RSS feeds of your profiles on Google Reader so you can get notice with a new review appearsBonus: Pick one or two local review sites and start actively promoting reviews. (This is done one to one when you get a testimonial or compliment, not via mass email)
- Go online to drive offline – Now that you have traffic, content, and social working for you, it’s time to add some features that make it easier for people to interact or even go offline to meet or buy.Create an offline call to action such as a free visit, coupon, or even evaluationConsider adding click to call/chat/schedule to make it easier for people to engage, get help and take action.Create a Google AdWords account and start driving traffic to your call to actionBonus: Create a local LinkedIn or Facebook group around a topic related to your industry and start building interest with a goal of taking the group offline as well through a tool like MeetUp
- Analyze and test – Actually, while this step comes last it’s really the beginning. After you set everything in motion you must create the ability to see what’s working and what’s not so you can make adjustments.Create a Google Analytics account and install the tracking code on your siteCreate a list of core actions to track – things like newsletter signups, information requests, video views or social sharesIf you are running Google AdWords make sure you add conversion code so you can track what ads are getting the desired resultsConsider using goals in Analytics to track conversion funnels and pathsCreate an A/B test of your Newsletter sign-up page in Google Analytics Content Experiments function to start to learn how to optimize pages based on results.Bonus: Consider adding more robust tracking tools such as Spring Metrics, Omniture or KissMetricsSo, how many things on this list can your check off? How much do you still need to understand and do?
- Now that we’ve established your business online presence
- Digital Marketing? How? Give me options
- Search Engines Aren't Everything!Well there are many different ways to market your web site online and drive that traffic to your site. Most people know about search engine optimisation or at least have heard about search engine optimisation and have a general idea of what it is and what it is all about. So what about the other methods of marketing a website. We can't all just search engine optimise a website and then just wait for the search engines like Google to come by and pick it up. That just takes too long and there are many other sources of traffic that ever site should tap into to become a popular and successful site. So lets have a look in to the other parts of online marketing.Social NetworksMost people know about social networking and what it offers to the internet, from thousands of teens creating the most terrible looking MySpace pages on the Internet to the Facebook profiles with every application installed under the sun. Besides the negative it is a fantastic way to reach target demographics and specific people with specific interests. You can take advantage of social networking by advertising your business or services on the social networks such as Facebook, MySpace or Bebo (there are many more). Facebook offer pay per click advertising on thier social netowork. That is, you pay for every click of traffic that is sent from Facebook to your site. These clicks can be targetted towards certain demographics and age groups to ensure better click through rates and better conversions of your ad on your site. List of social networksPintrestInstagramFacebookLinkedInMeetup.comYouTubeSocial Network ApplicationsThis is a form of viral marketing that has appeared on the social networks over the last few years. As more and more people try and customise their profiles and pages to make their sites cool than others, more and more of these applications have appeared on the internet. Some of the most popular and most famous Facebook applications include, the now extinct, Scabulous. Applications like thise drew in a huge user base that returned continually to the application page and are exposed to advertising or additional services. It isn't hard producing a Facebook or any other social network application. The hard bit is coming up with a really good application that people will want to use and spread to all of their friends. Either way, once you start a good social networking application, you're looking at generating a nice amount of traffic or even cash.Social NewsSo from social networking we look at social news sites. These sites are community based sites that rate and market news articles that submitted to the network. Sites such as Digg can cause websites to fall on its knees with the amount of traffic that they can generate. Writing a good news article to So use these with caution.SlashdotFarkDiggredditWikioSMS on SteriodsThese micro blogs aren't hugely popular everywhere in the world but where they still generate huge amounts of traffic. They're somewhere between a blog and a SMS. They allow all people or subscribers that are following a users profile to get status updates from profiles notify them when something is happening. It may not seem very powerful but when you integrate this technology with mobile phones or the mobile internet it is basically SMS on a mass scale. You can update your online profile from your mobile phone, smart phone or iPhone and instantly notify everyone that is following your profile. A simple way to take advantage of this type of technology is to post updates about your products and services to these micro blogs allowing everyone to access the new updates and information.TwitterPownceOnline Favourites and BookmarkingThese book marking services are just the same as the favourites folder in your browser. The difference to these online services is that when your computer crashes and you have to reinstall everything, you don't loose your favourite bookmarks because they are all store online. Further more, these online links can be categories and tagged making them search able. Other users can search these tagged bookmarks. As a website owner your could promote your sites and articles in these online bookmarking sites and allow everyone to find them via the network.Ma.gnoliaDeliciousPintrestRSS FeedsReal Simple Syndication, the name is simple enough but the things you can do with the technology can become very technical. The simple use of RSS feeds is to push news articles and site updates out to all of the site's subscribers. The traditional method of notifying your users about site updates is to do it with an email marketing campaign where emails will be sent out to users to let them know of site updates. Sending out emails constantly to a huge user base chews up bandwidth and adds to the worlds spam. RSS on the other hand delivers news directly to the users desktop or news reader where the user and check for updates as they happen. Live and instant updating is now made possible. This technology can be taken even further for republishing on other sites, and even publishing on micro blogs like Twitter. Being able to have your content published all over the internet is a very powerful thing. Example feed, - http://feeds.feedburner.com/pbwebdevblogFeedburnerBloggingWith the introduction of Blogs came a massive wave of publishers being able to get their content online. Not only has blogs given people the ability to have their content published online quickly and easily but it has also created a massive wealth of information for people to read and learn about various topics and opinions people have on these topics. Having a blog to promote your main site or content is a fantastic way to build traffic.BloggerBlogsomeLiveJournalTypepadWordPressXangaEmail MarketingThis is one of the traditional ways of online marketing. Building a double opted in email list will ensure that the people that you are sending emails to actually want your email.Campaign MonitorSMS MarketingThis is a very direct way of marketing to your clients or customers. I can also become very expensive. If you have a last minute message to get out to everyone on your SMS list then this is the fastest and most direct way to get to all of them.Impact DataSearch EnginesSearch engines are a key traffic source for the majority of websites. Everyone knows Google. When you want to find things online you are often finding yourself saying, 'just Google it' for your answers. Now, search engine optimisation will only allow search engines crawl your site better. Good optimisation will make things more accessible for the blind search engines, but how do search engines know that your site exists and how do you get ALL of those search engines to crawl your site. Well there are several different ways to get your site in to those search engines. Some of the methods of search engine optimisation will help your site get crawled quicker by search engines but why nit just submit your site to the search engines and force them to crawl it. Most of the top search engines out there will give you certain tools that you can take advantage of and get help promote your site to get it online. A simple XML site map is all you need to get started to submit your site online.XML SitemapsGoogle Webmaster ToolsLive Search Webmaster ToolsYahoo Site ExplorerPay Per Click AdvertisingEveryone knows that if you want to find something on the internet that you'll turn to a search engine to give you the answers. Most of the sites that are returned for a search result are there because the search engines deem them to be worthy of having that placement. It can take ages to get a site well placed in the search engines with lots of search engine optimisation. The easier way to get a high placement. Sure it will cost you more money but if you want the traffic and good well targeted traffic then this is the way to do it. Pay Per Click Advertising! Most of the fancy search engines offer some sort of pay per click advertising. There is a lot of history behind pay per click advertising but it is all the same where ever you look these days with Goolge, Yahoo and MSN Search being the big players in online advertising.Google AdwordsYahoo Search Engine MarketingMSN SearchPress ReleasesOnline press releases are just the new way of releasing news all over the internet. Doing a press release can cause such a buzz and your news article can be picked up and placed on sites such as Yahoo News, Google News, Forbes and other major news sites around the world. Not only can these online press releases be picked up by online publications but some of these are also pushed out to print publications.PRWeb
- One of the core approaches to social media marketing is the Hub and Spoke approach to Marketing Publish content at your website, blog or online storeDistribute it out onto multiple social networks and media
- Social Media Marketing is potentially exponential Many to ManyIt also amplifies due to low friction sharingThis is seen with sharing buttons Facebook Shares, Likes and Twitter Retweets
- By building online properties such as websites blogs and social media digital assets you canBe ubiquitousVariety of formats that allow people to easily share to their tribes
- Networking was cocktail parties, events and lunchesNetworking can be accelerated with social networks by identifying common interests and grouping us in tribes globallyVirtual connections can quickly turn into face to face meetings and opportunities
- The Web gives us access to a global village1. Social Media Channels allow you to publish in a variety of media to many social networking channels.A mobile phone puts a printing press in your handSocial networks and easy to use blogging platforms are the revolution to publishing in nearly 600 years since the invention of the Gutenberg press
- Word of Mouth is powerful for referrals and trust but it is slowed by an analog worldIt was restricted to your friends and colleagues which are constrained by the Dunbar number (150)World of mouth transfers information globally in real time, Twitter, Facebook and YouTube
- Seen once online trust factor is 4%Being seen or heard 3-5 times online takes the trust level to 59%So being visible on Facebook, a blog and YouTube accelerates online trust building
- Add bayt.com as source
- Add bayt.com as source
- Add bayt.com as source
- Add bayt.com as source
- Add bayt.com as source