ded online marketing (advanced course)

Online and Digital Marketing

An Advanced Course

Online Marketing: Gaining Exposure

Need exposure? Here is what you can consider:

• An effective website• A strong social media presence• Interaction on review websites• Email campaigns• Photo and Video (rich media) sharing

Online Marketing

Online Marketing vs. Digital Marketing?• Online marketing refers to the techniques

available to a business to market, promote and advertise their products, services or brand on the World Wide Web.

• Digital Marketing is the use of digital channels to promote or market products and services to consumers and businesses.

Online Marketing: My key philosophy

Online Marketing: Identify what, how and why!

Why - This is the core belief of the business. It's why the business exists.How - This is how the business fulfills that core belief.What - This is what the company does to fulfill that core belief.

“Consumers don’t buy what you do. They buy why you do it.”

Online Marketing: The Key Questions

• Where are you now?• Where do you want to go?• What are your business objectives?• What are your sales targets?• Do you know the ‘why’ – your businesses’ core

purpose?• Do you know why you do what you do?• Have you indentified your customer persona?

Online Marketing: The Key Questions

• Are you focused on your customer?• When do you need to push content?• What seasons, events and outside factors do

you need to pay attention to?• What is your budget?• What channels are you going to use?• Are you doing the ‘doing’ or is someone else?• Is everyone on board?

Online Marketing: Creating A Strategy

Evaluate where you areDefine your target audience Prioritise your budget Create a plan Select the right tools and channelsInform your staffImplement

Online Marketing: Budgets

Ensure your budget is realistic and some what flexible

Identify objectives for each spend and decide are you interested in ROI or exposure/brand awareness

”If you don’t diversify your online marketing approach with a healthy mix of campaigns that drive high ROI and campaigns that drive new customers, you can ultimately damage your business and

stunt your growth.” - Marc Weisinger

Online Marketing : Websites

Appearance Visual design is paramount to anything else

when creating a website – the idea is to catch the user’s eye with clever design and guide the user effortlessly through the most critical communication elements. The use of graphics, text, colour and imagery needs to appeal to your target audience, captivate their imagination and leave them wanting to explore your online presence.

Online Marketing: is your website working for you?

Website Content The aim is to have content that is engaging, that

succeeds at teaching, persuading and entertaining the user whilst also helping you meet your business objectives. It is crucial to keep the information on your website concise, direct and memorable.


Functionality Most websites fail to take into account who is

going to be visiting the website and the fact that the most users spend an average of two minutes on a website. For example if the primary function of your website is to sell a product then it is important to clearly display the product and its description as well as have a user friendly check out system so purchasing is quick and easy.


Online Marketing: Is your website working for you?

Usability If a website is easy to use, users are more likely to

stay on your website for longer resulting in them becoming engaged with your brand and the services or products you offer. The belief is that a website’s success is determined by how it guides its user towards its primary goal.


Usability: A good website will load quickly, have minimal

scrolling, clear navigation, a consistent layout, a logical flow, and clearly show the purpose of the website within 5 seconds of arriving on the site. It is not enough to just have a user friendly website, it is also needs to be responsive and be compatible on all browsers.


Social Media: Every website should have social media links

not only to allow users to connect with your business on the various social media platforms but also to allow users to share the information you have provided.

Online Marketing: Social Media Benefits for your

Website

Boost in search visibilitySocial sharing builds linksWebsite content gets more

engagementImproved brand

awarenessBoost in traffic to the website

Online Marketing: Website Call to Actions

By definition: In marketing, a call to action (CTA) is an instruction to the audience to provoke an immediate response, usually using an imperative verb such as "call now", "find out more" or "visit a store today".

Online Marketing: Call to Actions Variations

Add To Cart Subscribe Book Now Call Us Today Download Sign Up Share Learn More Take A Free Trial Submit

Online Marketing: Call to Actions Best Practice

CTA’s must be:• Visually appealing • Include compelling copy• Relevant to the context • Easy to identify on a page loaded with copy and

visual elements • Positioned well • Clear in their result

Verbs work best!!

Online Marketing: Call to Actions

Examples:http://www.themodernhonolulu.com/

http://www.thezhotels.com/

http://www.booking.com/

http://www.oysterboxhotel.com/

Now lets look at your website…

Online Marketing: SEO


Content: SEO content is any content created with the goal of attracting search engine traffic.

Keywords: Refer to the particular words that might be entered by a user (surfer) into their search engine.

Back Links: These are hyperlinks on other websites which, when clicked on by the user, transfer the user to your website.


Effective SEO should be underpinned by: 1. Website content that is useful to your target market or audience.

2. Website structure that allows your content to be found easily by surfers and robots.

3. Website promotion that maximises visibility of your content.

4. Measurement and management to enable continuous improvement.


Analytics:• Long Term vs Short Term• Bounce Rate• Entrances• Traffic Sources• Time on Site• Devices and Browsers• Audience Locations

Online Marketing: Analytics

The different tools:

http://www.google.com/analytics/

https://www.optimizely.com/

http://www.clicktale.com/

http://www.iperceptions.com/

Lets get started…

Online Marketing: Online Advertising

Google Search Ads:• Google search ads are online ads that appear

alongside the search engine result page when users search a keyword query on Google. These ads are pay-per-click ads in which advertisers pay for each ad click. Google’s PPC search ads are managed by Google’s AdWords advertising platform, which allows advertisers to bid on keywords, craft ad text, set budgets, and more.


Banner Ads: Image-based advertisements that often appear in the side, top, and bottom sections of websites.

Google Display Ads: Form of contextual banner ads used in the Google Display Network, Google’s collection of network sites that agree to host display ads. The Google Display Network also includes Google properties such as YouTube, Gmail, Blogger, etc. Google Display ads can be text, images, and even video based.


Facebook Ads: Adverts on Facebook are shown to specific groups of highly engaged people on desktop and mobile. There are three types, news feed, sidebar and mobile news feed.

Twitter Ads: Twitter ads refer to the paid boosts that brands on Twitter can use to extend the reach of their tweets, promote a chosen hashtag, or gain more followers.

Online Advertising: Setting Up An Advert

Create a Google AdWords AccountConnect to existing accounts Set your time zoneSet your preferred currencyVerify your account LoginSet Up Advert

Online Marketing: Content Marketing

Content marketing is any form of marketing that relies on or draws from editorial content. That editorial content can come in all kinds of forms:

• Blog posts or articles • Video clips• Infographics• Visualizations• E-books

• Guides • Resources• Whitepapers • Case studies• FAQs


What makes content great?• It matters to your customers• It is backed by expertise• It is relevant • It is easy to understand • It is comical, touching,

thought provoking, educational …therefore SHARABLE

Online Marketing: Content Sources

General News Websites and BlogsSocial News Sharing WebsitesIndustry Updates and NewsSocial Media ConversationsCustomer Q’s and ReviewsStaff Members/ExpertsDay to Day Action

Online Marketing: Email Marketing


Compile a database: Through call to actions on website (opt in), social media and offline prompts.

Timeline: Establish a suitable timeline.

Select your Email Software: Decide on which email software program is best for you.

Target your campaign: Make sure you segment your audience.

GREAT Content: Ensure your content is clear and concise


Use GOOD Imagery: Make sure you use high quality images.

Call to Action: Ensure you have a clear and easy call to action. IE. Email us, click here.

Responsive Design: Make sure you segment your email can be viewed on mobile.

Subject Lines: Ensure your subject lines are strong, short and well worded.

Analytics: Monitor the success

Online Marketing: Inbound Communication

Online Marketing: Inbound Marketing

Online Marketing:

Online Marketing: Step by Step

1. Identify your target audience

2. Choose your key message

3. Pick the right channels

4. Ensure you have a consistent look

5. Create relevant content

6. Ensure your messaging is integrated

7. Measure, monitor and adapt

Online Marketing: Monitor What is being Said

Google alertsHootSuite Social MentionMonitor competition Review Trackers

Online Marketing: How to get started

You want to do itYou need to do it

You do not know where to start

Online Marketing:How to get started

To do list:• Simply start and of course start simply• Set clear business objectives• Set clear sales targets • Create a content strategy• Select the right channels and tools• Create engaging and relevant content • Implement • Measure and monitor the results

Time to follow!

http://www.visitisleofman.com/https://www.facebook.com/VisitIsleofManhttps://twitter.com/visitisleofmanhttp://www.pinterest.com/visitisleofman/http://instagram.com/visitisleofman

Time to connect with us!

Jessica Lee Brown• www.linkedin.com/pub/jessica-lee-brown/4a/13a/563/

• [email protected]

• https://twitter.com/Jigzbrown

• www.ashgrovemarketing.com

Sue Gee • http://uk.linkedin.com/pub/sue-gee/9/a31/a18

• [email protected]

• https://twitter.com/suegeeTLC

• www.tlc.co.im

ded online marketing (advanced course)

Social Media

online marketing approach

digital marketing

online presence

website content

effective website

website concise

business objectives

core belief