HARNESS THE POWER OF ONLINE MARKETING
description
Transcript of HARNESS THE POWER OF ONLINE MARKETING
![Page 1: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/1.jpg)
HARNESS THE POWERHARNESS THE POWEROF ONLINE MARKETINGOF ONLINE MARKETING
![Page 2: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/2.jpg)
DRIVING SUCCESSDRIVING SUCCESSWITH DIGITAL MARKETINGWITH DIGITAL MARKETING
![Page 3: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/3.jpg)
TRENDS TO TRENDS TO WATCH FORWATCH FOR
![Page 4: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/4.jpg)
20.3M Canadians have a MOBILE PHONE
6.6M have a SMARTPHONE
Source: Canadian Wireless Telecommnications Association, May 2011, comScore via eMarketer, May 2011
Mobile
![Page 5: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/5.jpg)
Source: Ipsos Reid, May 2011
63% look for stores/restaurants 4.4 times a month
more than 40% research products and prices on their mobile phone
Geolocation
![Page 6: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/6.jpg)
Source: Facebook Source, SME Research Media U&A 2011
30% of SMEs use social media
21.5M Facebook Profiles
Social Media
![Page 7: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/7.jpg)
23% of Canadians have purchased a daily deal
$26M worth of deals were sold in Canada…in June alone…
BUY
Group Buying
![Page 8: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/8.jpg)
SIMPLE TACTICS SIMPLE TACTICS THAT WORKTHAT WORK
![Page 9: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/9.jpg)
Current users: Plan to continue using (net likely)
Newcomers: Plan to begin using media (very likely)
Current Media Usage
% SMEs Planning To Use Online Media
![Page 10: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/10.jpg)
Opening Hours
Contact Info
Maps
Photos & Videos
UP-TO-DATE & RICH CONTENT
Update Your Website
![Page 11: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/11.jpg)
54% of small businesses update their sites less than once a
month
Only 2% of small businesses update their
sites more than 5 times a month…
…and saw 300% more traffic than those who update their site
less frequentlySource: SiteKreator via ReadWriteWeb 2011
« The video has helped my business turn the heads of prospective customers and given me an edge over any competitor who lacks a video showcase. » - Bill Byrd, AALL Tech Transmission, Richmond (BC)
SME Result
![Page 12: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/12.jpg)
MY BUSINESS
Get Found
![Page 13: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/13.jpg)
SEO
![Page 14: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/14.jpg)
SEM
![Page 15: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/15.jpg)
Added a Phone Number =
+30% number of Calls
2
Optimize keyword in URL =
-33% Cost Per Call
1
Yellow Pages Case StudiesTM
![Page 16: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/16.jpg)
Your Business
Be Social
![Page 17: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/17.jpg)
Chat Forum
Blog
Tom Bihn – SME Success Story
![Page 18: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/18.jpg)
SOMETIMES IT WORKS…
SOMETIMES IT DOESN’T
Group Buying
![Page 19: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/19.jpg)
Test, Track, Analyze & Action
![Page 20: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/20.jpg)
WEBSITEUpdated 5x my website and saw
an increase of 300% in traffic
SEMOptimized keyword
and got 30% more calls
What’s my Cost per Lead?
How many Calls became Sales?
How much am I spending?
SOCIALI tested a campaign on Facebook
and I have 90 additional fans
Did You Get What You Paid For?
![Page 21: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/21.jpg)
Speak to over 9.2M unique visitors
Speak to over 9.2M unique visitors
1 in 2 Canadians use
our directory
1 in 2 Canadians use
our directory
24M Canadians expect a website
24M Canadians expect a website
Capture share of 3.7B searches
online every month
Capture share of 3.7B searches
online every month
![Page 22: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/22.jpg)
UNDERSTANDING ONLINE BEHAVIORUNDERSTANDING ONLINE BEHAVIOR& & GROWINGGROWING YOUR BUSINESS YOUR BUSINESS
![Page 23: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/23.jpg)
![Page 24: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/24.jpg)
WHO WE ARE WHO WE ARE
![Page 25: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/25.jpg)
![Page 26: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/26.jpg)
26
UNDERSTANDINGUNDERSTANDINGUSER BEHAVIOURUSER BEHAVIOUR
![Page 27: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/27.jpg)
Search is…
The connection between intent and content
User Behaviour
![Page 28: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/28.jpg)
The 5 foundations of Search Marketing:
•Get the Right Message to the Right PersonIn the Right Place at the Right Time and deliver the Right Experience
User Behaviour
![Page 29: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/29.jpg)
User Behaviour
The 5 foundations of Search Marketing:
Get the Right Message to the Right PersonIn the Right Place at the Right Time and deliver the Right Experience
![Page 30: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/30.jpg)
User Behaviour
The 5 foundations of Search Marketing:•Right Message•Right Person•Right Place•Right Time•Right Experience
![Page 31: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/31.jpg)
![Page 32: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/32.jpg)
Search Behaviour: Search Patterns on Major Engines
![Page 33: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/33.jpg)
Google Live Yahoo
Search Behaviour: Search Patterns on Major Engines
Source- Eye Tracking II: Enquiro
![Page 34: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/34.jpg)
Search is…
The connection between intent and content
User Behaviour
![Page 35: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/35.jpg)
Search is…
The connection between intent and content
Intent = Keywords
User Behaviour
![Page 36: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/36.jpg)
Semantic Mapping in Search
Reviews
Consumer Reviews
TestimonialsSLR5 Megapixel
Canon Kodak
Nikon
SonySmall Size Easy to Use
“Digital Camera”
Digital Camera
![Page 37: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/37.jpg)
![Page 38: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/38.jpg)
“until I find you john irving”
Contentmatched
intent
![Page 39: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/39.jpg)
Contentmatched
intent
“until I find you john irving”
![Page 40: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/40.jpg)
Personalized Results
18.91
40.4
20.57
40.95
15
55.56
0
10
20
30
40
50
60
Non Personalized Personalized
% of Time Spent % of Fixations % of Clicks
• Organic listings 3, 4 and 5 personalized
• Study of 16 individuals
• Tracked History from a previous session
• Provided listings based both on past clickstream and assumed place in buying funnel
![Page 41: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/41.jpg)
The Area of Greatest Promise ?
![Page 42: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/42.jpg)
% Yes
0%
10%
20%
30%
40%
50%
60%
70%
80%
Would you usethe searchengine tolaunch a
similar query
Would you usethe searchengine for
other queries
Would yourecommend thesearch engine
to a friend
Would youmake the
search engineyour preferredsearch engine
Good Ad Bad Ad
How Important is the Area of Greatest Promise?
Enquiro Microsoft Ad Relevance Test
![Page 43: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/43.jpg)
How Important is the Area of Greatest Promise?
Enquiro Microsoft Ad Relevance Test
% Yes
0%
10%
20%
30%
40%
50%
60%
70%
80%
Would you usethe searchengine tolaunch a
similar query
Would you usethe searchengine for
other queries
Would yourecommend thesearch engine
to a friend
Would youmake the
search engineyour preferredsearch engine
Good Ad Bad Ad
![Page 44: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/44.jpg)
44
SEO & SEMSEO & SEM
![Page 45: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/45.jpg)
Search is…
The connection between intent and content
Intent = Keywords
User Behaviour
![Page 46: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/46.jpg)
KeywordsBrainstorm
Internal Search Function
Search Engine Referrals
Competitors
Natural Language
Social Networks, Blogs, News
![Page 47: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/47.jpg)
![Page 48: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/48.jpg)
Let’s Talk About Spiders
![Page 49: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/49.jpg)
Let’s Talk About Spiders
![Page 50: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/50.jpg)
1.Content
2.Content
3.Content
3 Keys To SEO
![Page 51: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/51.jpg)
1.ContentCreate as much as possible
2.ContentUnlock the content you haveShare it with the world through linking
3.ContentKeep creating more
3 Keys To SEO
![Page 52: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/52.jpg)
•Articles
•Blogs
•Corporate Info
• Images
•Video
•Press Releases
•Podcasts
•Webinars
•Whitepapers
•Microsites
•Promotions
Content is...
![Page 53: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/53.jpg)
![Page 54: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/54.jpg)
1.Test
2.Test
3.Test
3 Keys To SEM
![Page 55: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/55.jpg)
1.TestYou’re your targeting
2.TestYour ad copy and landing pages
3.TestKeep testing
3 Keys To SEM
![Page 56: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/56.jpg)
•Understand your target market•Attract a qualified audience•Coach the click•Allow visitors to convert in a way that is natural to them
•Monitor performance to enable continuous improvement
Paid Search Best Practices
![Page 57: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/57.jpg)
•Write ad copy to match intent•Use keywords (remember semantic mapping)•Test different ad copy•Landing Pages match the ad
Paid Search Best Practices
![Page 58: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/58.jpg)
•Not understanding intent•Not using the same language as your target market
•Basic optimization not done (SEO)•Landing pages too generic or not giving the user what they want
Top 10 Mistakes…
![Page 59: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/59.jpg)
•No analytics or not capturing the right information (i.e. cookies not set to buying cycle)
•Broadly defined ad-groups•Set it and forget mentality
Top 10 Mistakes…
![Page 60: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/60.jpg)
•Focused on click metrics instead of conversion metrics
•Not doing day-parting and geo-targeting•Big 3 blindness
Top 10 Mistakes…
![Page 61: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/61.jpg)
![Page 62: HARNESS THE POWER OF ONLINE MARKETING](https://reader030.fdocuments.us/reader030/viewer/2022012922/5681518b550346895dbfc45a/html5/thumbnails/62.jpg)
HARNESS THE POWERHARNESS THE POWEROF ONLINE MARKETINGOF ONLINE MARKETING