Online Marketing Master Class

  • View
    762

  • Download
    0

Embed Size (px)

DESCRIPTION

Early in 2012, Luke Jamieson our Director of Online Marketing gave a Master Class presentation on online marketing.The 'workbook' style presentation covered many different aspects over 3 hours including how to create online marketing goals, classifying your audience, basics of SEO, social media & paid advertising.

Text of Online Marketing Master Class

  • 1. Online Marketing Master Class AICC 2012Online Marketing Master Class Luke Jamieson, Director Online Marketing

2. Online Marketing Master Class AICC 2012Synergy 3. Online Marketing Master Class AICC 2012SynergyTwo or more things functioning together to produce a result notindependently obtainable.The term synergy comes from the Greek word synergia meaning"working together. 4. Online Marketing Master Class AICC 2012 5. Online Marketing Master Class AICC 2012 6. Online Marketing Master Class AICC 2012Why are we talking about Synergy? 7. Online Marketing Master Class AICC 2012Why are we talking about Synergy? Online Marketing / Digital Strategy relies on amix of elements for best results. Use of various tools in sync to achieve yourbusiness & marketing goals. 8. Online Marketing Master Class AICC 2012Business GoalsPaid Advertising Competitor ResearchSocial Media Marketing StrategySearch Engine Optimisation Your WebsiteCompany Blog 9. Online Marketing Master Class AICC 2012 10. Online Marketing Master Class AICC 2012Bieber knows how!20,000,000 Twitter followers (2nd behind Lady GaGa - more than BarackObama, YouTube and Twitter itself!)42,000,000 Facebook fans 11. Online Marketing Master Class AICC 2012Online Marketing / Digital Strategy Landscape Your digital strategy encompasses yourbusiness, marketing, communications plans &target audience. Results achieved using a range of online toolsto connect with your customers (audience). 12. Online Marketing Master Class AICC 2012Online Marketing / Digital Strategy Landscape 13. Online Marketing Master Class AICC 2012Online Marketing / Digital Strategy Landscape 14. Online Marketing Master Class AICC 2012Online Marketing / Digital Strategy Process Objectives Audience Strategy Implementation Measurement Refinement 15. Online Marketing Master Class AICC 2012Online Marketing / Digital Strategy Process Objectives What are we trying to do? Audience Who are we trying to reach? Strategy How are we going to reach them? Implementation Lets get started! Measurement How did we go? Refinement What adjustments to make? 16. Online Marketing Master Class AICC 2012Online Marketing / Digital Strategy ProcessWhat tools are we going to use to do this? Website & Blog Your online marketing mothership! Search Engine Optimisation (SEO) Social Media (Facebook, Twitter, Google+, YouTube) Paid Advertising (Google AdWords, Bing, Yahoo) Google Analytics (Set Goals & Measure) 17. Online Marketing Master Class AICC 2012Workbook Exercise One (Objectives): What is your main business objective? (Provide professional services/advice, sell products, educate, other?) Do you have a marketing strategy? (Online marketing is another channel arm not a sole solution)Your online objectives should reflect your offline business & marketing goals. 18. Online Marketing Master Class AICC 2012Workbook Exercise One (Objectives): What is the main objective of your onlinemarketing? 19. Online Marketing Master Class AICC 2012Online Marketing ObjectivesSome common examples: Increase visitors Bit short sighted Increase leads Better! Build brand awareness Engage with your audience / customer support Capture details & build relationships 20. Online Marketing Master Class AICC 2012Establishing Your Audience Customer profiles Online behaviours Pain points Motivation 21. Online Marketing Master Class AICC 2012 22. Online Marketing Master Class AICC 2012The strategy used tomarket this businesswebsite is verydifferent toprofessional services15-20yr old girlsTime online spent onFacebook & TwitterTech savvy, high share-ability, low income will enter competitionsto win. Highly mobile.Impulse buyers. 23. Online Marketing Master Class AICC 2012Professional LegalServicesMature audienceNeed problem solved.Dont spend much timeonline, use search to findhelp, low likelihood ofsharing or use of socialmedia. Need facts beforemaking decisions.Financial. 24. Online Marketing Master Class AICC 2012Workbook Exercise Two (Audience): Who is your target audience? Have you created personas for each type ofcustomer? I.e. Do you know you youre talking to? Do you know what information they want andwhere they get it? 25. Online Marketing Master Class AICC 2012Creating a Digital StrategyGoals + Audience + Platforms = Start of Strategy! Create a strategy to achieve your goals! Fish where the fish are! Who to target & how to target them! 26. Online Marketing Master Class AICC 2012So how do we do it? We know our objectives We know who were targeting We know where they spend their time online How are we going to get in front of them? 27. Online Marketing Master Class AICC 2012Your Website (& Blog) Your content home your main vehicle Transaction machine convert to leads / sales All roads lead to Rome! centre of yourstrategy 28. Online Marketing Master Class AICC 2012What is a Website? 29. Online Marketing Master Class AICC 2012What is a Website? An Investment! A 24/7 lead generatingmachine. Right? Or an empty house in an internet ghost town? 30. Online Marketing Master Class AICC 2012What is a Website? Your website is your most important salesperson 81% of customers research a business onlinebefore contacting. What does your website say about yourbusiness? 31. Online Marketing Master Class AICC 2012Workbook Exercise Three (Your Website): Does your website give a good first impression ofyour business? Is it clear what action you want a user to performon your site? Can you measure visitor behaviour? 32. Online Marketing Master Class AICC 2012Workbook Exercise Three (Your Website): When was the last time you updated yourwebsite content? Do you have a blog? If so, when was the last time you updated? 33. Online Marketing Master Class AICC 2012 34. Online Marketing Master Class AICC 2012 35. Online Marketing Master Class AICC 2012Your Website (& Blog) Size DOES matter! In December 2011 Google announced that siteswith frequently added content will be a priorityfor search rankings. Note frequently added not frequently updated 36. Online Marketing Master Class AICC 2012Lets review a website! Whos willing to volunteer their site? 37. Online Marketing Master Class AICC 2012Search Engine Optimisation (SEO): Your website is ready to convert visitors intocustomers Measurement is in place to monitor websiteusage Its time to open the doors and let somepeople in and see what happens. 38. Online Marketing Master Class AICC 2012Search Engine Optimisation (SEO): What is SEO? 39. Online Marketing Master Class AICC 2012Search Engine Optimisation (SEO): From Wikipedia SEO is the process of improving the visibility of awebsite or webpage in search engines via thenatural, organic or algorithmic searchresults 40. Online Marketing Master Class AICC 2012Search Engine Optimisation (SEO): SEO is a Verb A doing word SEO is ongoing not once off You get out what you put in like eatingvegies! Not a magic pill Long term strategy, no quick results 41. Online Marketing Master Class AICC 2012Search Engine Optimisation (SEO): From Luke, SEO is creating great content so that peoplelooking for your stuff, find and share yourstuff 42. Online Marketing Master Class AICC 2012Search Engine Optimisation (SEO): All about optimised content Not just text images, video, audio Be engaging, be remarkable, be shareable The more you give, the more you get If you want to be the top of Google you have toprovide the best content. 43. Online Marketing Master Class AICC 2012 44. Online Marketing Master Class AICC 2012Search Engine Optimisation (SEO):Example of creative content: http://www.youtube.com/watch?v=-l7FLwfTUJ0 This video could be included on a productpage, or accompany a text review on yourwebsite, or blog. 45. Online Marketing Master Class AICC 2012Search Engine Optimisation (SEO):Compare to this: http://www.youtube.com/watch?v=GmeqI8pcsMI Who would you rather buy from? 46. Online Marketing Master Class AICC 2012Search Engine Optimisation (SEO): Expand website content Create a corporate Blog Share your collateral (PDFs, Graphics, Videos) Optimise for keywords & phrases Make it shareable (Facebook Likes, Tweets) 47. Online Marketing Master Class AICC 2012Search Engine Optimisation (SEO): Example Snowys.com.au Target demographic Campers / Outdoor types,passionate, willing to spend for right product. Lets look at their blog live example. 48. Online Marketing Master Class AICC 2012Search Engine Optimisation (SEO): Example Snowys.com.au www.snowys.com.au http://blog.snowys.com.au 49. Online Marketing Master Class AICC 2012Workbook Exercise Five (SEO): Is each of your page targeted to a specifictopic? Can you expand category / services pages intoindividual topic pages to create more content? Can you add new content & pages to your siteeasily? (CMS or Blog) 50. Online Marketing Master Class AICC 2012Workbook Exercise Five (SEO): Think of 4 things, not currently on your sitethat you customers could find useful or mightbe searching for. Tip: Do this every month! 51. Online Marketing Master Class AICC 2012Search Engine Optimisation (SEO): How do I know the right Keywords? 52. Online Marketing Master Class AICC 2012Search Engine Optimisation (SEO): How do I know the right Keywords? Use Google keyword tool http://bit.ly/GW9QbA Look at your website stats Ask you current customers Ask your family & friends 53. Online Marketing Master Class AICC 2012 Google Keyword Tool 54. Online Marketing Master Class AICC 2012Search Engine Optimisation (SEO): What about links? 55. Online Marketing Master Class AICC 2012Search Engine Optimisation (SEO): What about links? Good content gets shared and linked to Use your social media profiles Local business & industry directories Other people blogs & forums Guest writing 56. Online Marketing Master Class AICC 2012Local L