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Introduction To Online Marketing

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Introduction To Online Marketing

  1. 1. Online and Social Media Marketing Intro Christine da Silva Founder & Online Marketing Strategist Copyright @ AlterSage Consultants CC 2008
  2. 2. AlterSage Online Strategies seo eMail ppc online PR website social ORM affiliate Online & Social Media Marketing Intro Copyright @ AlterSage Consultants CC 2008
  3. 3. AlterSage Online Strategies SEO Keywords xml Sitemaps Copy Meta data Links Google Articles SERPs Title Longer to see results, but results are sustained Online & Social Media Marketing Intro Copyright @ AlterSage Consultants CC 2008
  4. 4. AlterSage Online Strategies PPC Keywords Adsense Ad text Usability Bidding Google Landing pages Split testing SERPs Results are immediate, and budget related Online & Social Media Marketing Intro Copyright @ AlterSage Consultants CC 2008
  5. 5. AlterSage Online Strategies Social Media FB Business Page Facebook flyers Facebook insights Online & Social Media Marketing Intro Copyright @ AlterSage Consultants CC 2008
  6. 6. AlterSage Online Strategies Social FB Business Page Media Facebook flyers Facebook insights Online & Social Media Marketing Intro Copyright @ AlterSage Consultants CC 2008
  7. 7. AlterSage Online Strategies Social Facebook flyers Media & Insights FaceBook insights Online & Social Media Marketing Intro Copyright @ AlterSage Consultants CC 2008
  8. 8. AlterSage Online Strategies ORM Quick Start: Google Alerts: www.google.com/alerts Online & Social Media Marketing Intro Copyright @ AlterSage Consultants CC 2008
  9. 9. Prior to Campaign - Most Important Defining Target Demographic to Tracking Goals 1. Research Industry 2. Define the Audience 3. Track with Analytics 4. Blog followers (where relevant) 5. Scrutinize Conversions Online & Social Media Marketing Intro Copyright @ AlterSage Consultants CC 2008
  10. 10. Combining eMarketing Strategies & Multi-Channel Online & Social Media Marketing Intro Copyright @ AlterSage Consultants CC 2008
  11. 11. Determining ROI CONTENT MEDIA EXPERTISE ROI through Measurable Results Online & Social Media Marketing Intro Copyright @ AlterSage Consultants CC 2008
  12. 12. Case Studies IT TRAVEL PriceCheck.co.za (2 month campaign) Go2Africa.com (2 year campaign) Required Required Improving the visibility, brand awareness, traffic and 2 year campaign to grow primary site and take over its conversion as a newcomer in a competitive online competition and have exposure on at least Top environment. 20 on Google for all destination content; increase Boost the content as well as structure to rank well for bookings that the company may be purely online self- the identified key-phrases and to outrank their sufficient competitors on the search engines. Solution Improve Usability Search Marketing: SEO & PPC Campaign Solution Build optimised destination content around the tour Search Marketing: Once-off SEO; Usability & packages Conversion Consulting Build subsidiary /mini sites for those destinations/ Optimise site and structure and build additional content hotels that prove very popular / competitive based on the user queries Link Popularity Increase Link Popularity Split enquiries and bookings to 2 different forms Online PR Campaign Achievements Achievements Grew primary site from 12 000 to over 25 000 pages – Rewrote and optimised all top level categories and all indexed in Google provided generic, dynamic titles, meta data and copy Reached Top 20 for all destinations – with over 90 % in to use with lower level pages top 10 on Google. Improved visibility on Google for competitive key- Created and developed 12 subsidiary sites – all top 10 phrases and product queries for their specific key-phrases (+-30 key-phrases each) Link Building & Directory Management Link Building & Directory Management Improved page indexing by over 150 000 pages Revised internal navigation, usability and links Revised internal navigation, usability and links Spiced up search process Increased traffic by 130% within two months Shortened enquiry process Increased conversions (leads) by 200% within two Increased traffic from 245 visitors per day to close to months 8000 per day Increased online bookings by over 500% Online & Social Media Marketing Intro Copyright @ AlterSage Consultants CC 2008
  13. 13. Take-aways pproach vide s a targeted a 1. Online pro industry niche for every 2. There is a be unique 3. Each ca mpaign has to sult oriented 4. Cam paigns are re asurable 5. ROI is me Thank you! Christine da Silva & Carla Fourie Online & Social Media Marketing Intro Copyright @ AlterSage Consultants CC 2008

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