1. eMarketing

2. Something to think about

4. Ireland

5. Denmark

7. Zappos will sell more than $1 Billion of shoes online this year. And who says the internet can’t benefit certain industries…?

8. Are we giving eMarketing the respect it deserves?

9. How it all fits together

11. But eMarketing is NOT just a list of tactics

12. It achieves its true potential when these tactics work together

13. The tactics need each other

14. They feed off each other

15. They are substantially less effective without each other

16. Let’s start with the website - the centre of your eMarketing universe

17. A hub to drive traffic to

18. A medium through which you can communicate and build a relationship with your audience

19. But it can’t just be any old website

20. You MUST add value to your user’s experience. Before, during and after their visit

21. Websites are no longer just brochures

22. They should be built to attract, convert and retaincustomers – or they shouldn’t exist at all

23. The average tourism website has 11 seconds to capture a user before they get bored

24. Is your website THAT good?

25. Our web development priorities

26. 1. Usability and conversion oriented design

27. Identify the goals and priorities of your site and design for your users to achieve them

28. Make sure they can find what they want quickly and easily

29. Drive them towards YOUR desired goals

30. Allow the reader to get the gist of your message in a few seconds by merely scanning the page

31. Pyramid style writing

32. Break up text with bolding, bullets, highlighting, crossheads and contextual interlinking

33. Have consistent Calls to Action

34. Don’t make them think…

35. Tell people to take the exact action you want them to perform in order to get the best response

36. Keep navigation basic, consistent and standardised

37. Think about persuasive architecture

39. flashing lights

40. automatic sound

41. scrolling text

43. 2. Search Engine Friendliness

44. Primary goal: Site must be fully indexable and optimised around a set of well researched key phrases

45. Blend 2 or 3 carefully chosen key phrases into a minimum of 250 words on each page

47. Title tag

48. Headings

49. Alt tags

51. Links to the domain

52. Key phrases in URLs

53. Add regular fresh content

54. Text navigation is better than images

55. Offer RSS feeds (AND RSS to email)

56. Well indexed

57. XML sitemapBe remarkable - make your site a resource!

58. 3. Look and Feel

59. Very important, BUT the least important consideration in web development

60. That doesn’t mean ugly sites are OK

61. Sites must look professional and demonstrate your credibility...

62. If these two goals are met and your site is easy to use, then the user will be satisfied.

63. Remember, they are looking to achieve a goal – not look at a piece of artwork.

64. A quick review of a few of your sites

65. Montecasino

66. Your logo should link to the homepage Non standard secondary menu could be confusing to visitors

67. Menu could be more prominent to attract more attention. Highlights area is getting most attention

68. Initial Observations The homepage is very busy – could confuse and deter visitors There is little attention drawn to the main menu You could combine the main menu and the secondary menu further down

69. Technical Considerations Meta Data is not set up and is identical for every page Alt tags could be more descriptive There is no .xml sitemap Heading tags aren’t used

70. Emnotweni

72. Menu should be more prominent. Newsletter subscription is hidden in the contact us – should be prominent. This banner could give more detail and call to action?

73. Promos attracting attention – good.

74. Initial Observations The main menu could be more prominent Good use of breadcrumbs Copy style (font & size) could be improved

75. Technical Considerations There is no use of Meta Data Alt tags are used well There is no .xml sitemap LAS 404 error page could be customised to improve visitor retention

76. Suncoast

77. Logo should link to home Two menus are confusing Logo does not redirect home What is the benefit of registering?

78. No attention attracted to either menu What is the benefit of registering? Most attention attracted to promo – this should link to competition page.

79. Initial Observations Not enough attention on conversion goals like register – show visitors the benefit of registering There is no sitemap Casinos page has a video elements that cannot be paused – this may annoy users

80. Technical Considerations Meta Data is good Alt tags are not used There is no .xml sitemap 301 redirects need to be set up Error page could be customised to improve visitor retention

81. Monitoring your website’s performance

83. Top stats to keep an eye on

84. Above all else, conversion rates!

85. Unique users (not HITS)

86. Traffic Sources (and their conversion rates)

87. Engagement Metrics

88. Bounce rate

89. Repeat users

90. Pages per user

91. Time spent on site

92. A quick word on mobile sites

93. Get one

94. OK, now we have a site that looks good and hopefully converts its visitors, but how do we get these visitors?

95. There are many options, but the most important is…

96. Search Engines

97. 1 Billion searches each day

98. Lots of volume, but why is this important?

99. Searchers are looking for what your are offering

100. They WANT to find you!

101. And if they don’t find you, they will find your competitor

102. And if they don’t find you, they will find your competitor

103. So how do we make sure we are found?

104. Search Engine Marketing

105. SEM = SEO + PPC Organic and Paid

108. You don’t need to be a guru to get the basics

109. Firstly make sure you select the right keywords

111. Competition

112. Propensity to convert

114. Search Engine Optimisation

117. Make sure your site is optimised around your keywords

118. Then build plenty of high quality, keyword rich links

119. And this isn’t easy

120. The best sites inevitably win

121. So grow links organically

122. Build a website that offers so much value that people talk about it and link to it naturally

123. Pay Per Click

124. But first: Why you can’t ignore SEO:

126. www.quirk.biz

127. You choose how much you want to pay per click

128. And how much you want to spend per day

129. If you manage your campaign properly, you can’t lose money!

130. www.quirk.biz

131. Don’t burn your budget early on: Test!

132. Look for long tail key phrases

133. Geotarget your adverts

134. Have a solid call to action in each advert

135. Don’t send your traffic to your home page, use highly targeted landing pages - give people what they want

137. Test, test and test these landing pages

138. Conversion optimisation

139. The process of making your website and eMarketing activities as efficient and effective as possible

142. Test individual pages and paths

144. Calls to action

145. Font size

146. Headings

147. Text length

148. Copy style and tone

149. Offers

150. Pricing

152. You should be looking to build communities around your business

153. Social Media can play a big part in this

154. But what is Social Media?

157. A few tips…

158. Be strategy lead. The medium is not the message

159. How will social media deliver on your business goals?

160. Push for critical mass quickly

161. Discover and target influential individuals and communities

162. Identify and fill content holes – don’t echo

163. Consider the impact of social media on your other eMarketing tactics

164. Write with your keyword strategy at your side

165. Create a social media culture internally, it will reflect externally

166. Let’s look at a few specific examples…

167. Online Video: YouTube Second largest search engine! 60% market share 100+ million viewers a night ‘The overnight success’ thing

171. 300+Million active users

173. Applications

174. Ads

176. Above all when it comes to any social network

177. If your customers are there, you must engage

178. And do it honestly, humbly and openly

179. They will respect you for it

180. What about creating your own social network?

181. You have lots of customers with similar tastes

182. An example: The Pod Hotel, New York

183. PodCulture: a social network for guests before they arrive

184. Since implementing 2 years ago, customer retention is at an all time high, and revenue is up 400%

185. BloggingPrinciple: make friends and influence people

186. Not 16 year old girls Source: emarketer.com

187. The rewards of blogging Builds community Search Engine rankings: Search friendly design Attract links Feedback loop

188. Remember: social media influencers are unique Short attention span: they get info served to them Selfish: ‘What will I get for sharing this?’ Often younger, affluent, urban

189. There is someone Twittering about you

190. Be ready to make the most of it

193. Or you could just ignore it…

194. 11 million people search for “Ryanair” each month.

195. A Ryanair employee comments on a blog…

197. Followed by the official response

199. Then the online community got hold of it

201. Then the newspapers got hold of it

204. These powerful sites often linked to this site…

206. And we know how important good links are…

208. “ It takes 20 years to build a reputation, and 5 minutes to ruin it. If you think about that, you will do things differently. ” Warren Buffet

209. How is online reputation different?

210. It spreads faster...

211. … and the evidence lasts longer

212. Why is this important?

213. Because peers are the most trusted source of recommendation Edelman Trust Barometer 2008

214. Tripadvisor.co.uk is the favourite website for UK users for holiday inspiration. European Travel Commission

215. 88% of Trip Advisor Visitors are influenced by the content the read on the site

217. Consumer Generated Content influences over $10 Billion per year in online travel Compete.com

218. People are talking, are you listening?

221. What to track?

222. Brand names

223. Important staff

224. Names of specials/packages

225. Track outgoing communications (PR) by monitoring a piece of unique text

226. Use the data you gather to build profiles of influencer’s who you can target for future campaigns

227. Monitoring your online reputation helps you… … avoid a reputation crisis by informing you quickly … discover quick and effective new marketing opportunities … improve customer service through engagement … understand your customers’ needs and wants better … identify powerful influencers to target with WOM campaigns

228. OK so you’ve got a good site with lots of traffic and a thriving online community. What’s the most effective way to build long term relationships with these people?

229. Email Marketing

230. Use it to build relationships

231. Not to acquire them

232. Successful long term customer relationships are built on mutual trust and respect

233. Do your email newsletters foster relationships?

234. Or do they treat customers like marketing targets?

235. Firstly, get personal!

236. But go beyond the name

237. An email newsletter should be a totally customised experience

238. Allow users to manage their information and subscription preferences

239. …and then personalise accordingly

240. Rather send less often with more relevant content – people will be more likely to listen

241. Nurture your in-house list

242. But make it easy to unsubscribe

244. 2 stage process

245. Don’t gather too much info

247. Bottom line: Ask yourself what YOU would want from the newsletter as a reader

248. Does it speak to you?

249. Or does it speak AT you?

251. Drive qualified traffic to it.

252. Optimise the conversion of that traffic.

253. Build a relationship with your audience.