1. Online Marketing Strategies
Andrew Smith - Webmaster
April 2012

2. Online Marketing Strategies
What?
 What is Online Marketing?
 What is Analytical data?
Why?
 What are our objectives?
 How do we get started?
What now?
 Measure success
 Refine the strategy
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3. Online Marketing Fundamentals
 Online marketing is 24/7 and worldwide
 Quality traffic rather than quantity
 Need a combination of tools to achieve results
 the more touch points = more chance of to make the conversion
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4. Online Marketing Fundamentals
 Website
 Support all other online marketing activity
 Showcase of your business - first impression
 Transaction machine - convert to sales leads
 Need to be able to track the visitors activities
 Optimised for Search Engines (SEO)
 Content Marketing
 Blogs, online publications, announcements, email newsletter
 Needs to be informative and editorial based
 Do not over promote - write to empower users
 Customised to the target market
 Create great content that people can easily find and share
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5. Online Marketing Fundamentals
 Search Engine Marketing (SEM)
 Search Engine Optimization (SEO) = Google algorithm
 Architecture, content, linking, broad key phrases
 Local business listings
 Paid results – sponsored search engine links
 Social Media
 Drive traffic to your website and build brand awareness
 Video, podcast, blog, news and bookmark service, social networking
 Social testimonials can help improve credibility
 Who will manage and what are our policies?
 Needs to be conversational - driven with a human voice
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6. Online Marketing Fundamentals
 Email Marketing
 Very low cost and High ROI
 Must have permission to send email
 Use a Good Email Marketing Provider
 Use online sign up forms to build list
 Email should invite action and decision making
 Effective from and subject lines
 Social media and Mobile devices
 Rock solid HTML for email
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7. Analytical Data
 Get traffic and provide calls to action
 Segment the results rather than use averages
 smaller percent of audience may have higher conversion rate
 Consider external events, geography and date
 Direct traffic may be from offline campaign
 compare same month of previous year
 keyword may differ with geography
 Where do they enter and exit the site?
 What platform do they use?
 Can we track the conversion?
 Keyword can help determine the user intent
 Where are the bottlenecks in the sales funnel?
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8. Scenario Report
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9. Identify Marketing Objectives
 What are the goals within each business unit?
 What are the products and services we want to promote?
 What data do we already have?
 Who is our Audience?
 What is their motivation, online behaviour and pain points?
 What information are they looking for?
 Where are they and how do we get in front of them?
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10. How to get started
 Decide on the Online Marketing Tools combination
 email + SEO + landing pages + website content
 Develop dashboard / Template for each unique report
 Decide on how we will measure success
 increased conversions and sales leads?
 Put this data into the hands of decision makers
 Recommend action for improvement
 Refine campaign – colours, call to action placement, message
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11. Brainstorming Session
 What are our Marketing objectives?
 Who is our Target Audience? Where are they?
 What Online Marketing Tools should we use?
 Who are the decision makers?
 How do we communicate with the business?
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