Chris Middleton

Internet Marketing

Covering

• Push Vs. Pull• Analytics:

– What can analytics provide us with?– How can we use this information to design a

marketing campaign?• How we do it:

– Persuasive marketing– Generate traffic– Content sharing

• Integrate

Push Vs. Pull

Push Marketing

Pull Marketing

What Can Analytics Provide Me With?

Google Analytics

Keywords

Location

Devices

Browser Type

Mobile

Screen Resolution

Conversions

Conversions

Email Analytics

Test Content

Test Databases

Test Days and Times of the Week

How Can We Use Analytics To Design Marketing Activities?

Keywords That Provide Visitors

Keywords That Convert

How Do We Find These Keywords?

–Brainstorm

–Ask customers

–Google Keyword Planner

–Test in Google Adwords

How Do We Know These Keywords Are Converting?

–Visitor analytics

–Enquiry form entries

–Keyword telephone call tracking

–Record in CRM system

“Give me six hours to chop down a tree and I will spend the

first four sharpening the Axe”

Abraham Lincoln

Structure A Website That Converts

Structure A Website That Converts

–A website should convert as close to 100% of visitors as it can

–Design, structure and content is key

–Create landing pages

–Test landing pages

Evaluate

How We Do It

Persuasive Website

Salesperson That Never Sleeps

The Website Needs To Answer All The Questions A Salesperson Would

B2B Buying Process

http://www.inboundsales.net/blog/bid/49600/A-Guide-to-Understanding-the-B2B-Buying-Process

B2B Buying Process

The early stages of the buying process has changed. Now many B2B buyers rely on online resources and not salespeople for information.

The website has to provide information to satisfy different

personality types and for different stages in the buying process.

Content

Forrester Research reports that 65% of sellers that create the buying vision during these early stages, get the deal.

Your Website Needs to Provide Straight Forward Answers

– FAQ’s– Graphical guides– Video overview– Reviews– Price– Awards– Contact details

And Detailed Complicated Answers

– Technical download sheets– White papers– Product / service video demonstrations

Generate Traffic

Search

Adwords

– Instant position on page 1– Can test keywords and ad creative quickly

• Review and improve

– Lower click through rate than top organic position

Organic

– High click through rates for top positions– Takes time– Broad keywords are competitive

Organic Click Through Rates

Paid Vs. Organic Click Distribution

http://econsultancy.com/uk/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic

Who Clicks On PPC?

Google Vs. Bing

Social

Social Paid

– Age– Gender– Location– Interest

Social Improves SEO

Content Marketing

– Google likes quality content• Blog sharing• Social Sharing• Onsite

– Direct marketing:• Email• Post

Case Study

Target Audience

Create Content For Target Audience

Share Online

Publish Content On Your Website

Integrate Pull / Push Marketing

It’s Noisy Out There

Think big?Think different.

Don’t Be A Carbon Copy

Copies Have No Distinguishing Features

Above the Aircon it says “not that Kulula planes need it… they’re already cool”.

Overhead cabins – “VIP seating for your hand luggage”.

“Black box which is actually orange”

Fuel tanks – “the go-go juice”.

The captain is described as “The Big Cheese”

"Ladies and gentlemen, we've reached cruising altitude and will be turning down the cabin lights. This is for your comfort and to enhance the appearance of your flight attendants."

"Ladies and gentlemen, we have landed in Cape Town . Please take all your possessions. Anything left behind will be shared equally between staff. Please note we do not accept unwanted mothers-in-law or children."

"Welcome to Johannesburg, if this is not where you were intending to go then you have a bit of a problem."

“Have you heard the latest Cabin Crew lingo? BOB (Best-On-Board)if you are a BOB – you are the best looking man/woman onboard” – facebook comment

Give Your Audience A Reason To Talk About You And Connect

dollarshaveclub.com

To Finish

• Analyse

• Measure

• Improve / delete campaigns

• Create the best online salesperson

• Provide relevant engaging content

• Share content

• Integrate online and offline marketing

• Have a personality