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Alles über Onlinemarketing in 60 Minuten

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Onlinemarketing - das wesentliche im Überblick. Von Michael Leibrecht. Unternehmer (machen.de) Podcaster (quatschen.de), Coach (Deutsche Bank, AOK) und Dozent für Onlinemarketing an der IHK Akademie, der Deutschen POP und dem Campus M21.

Veröffentlicht in: Business
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Alles über Onlinemarketing in 60 Minuten

  1. 1. Onlinemarketing - Grundlagen ● braucht ein messbares Ziel ● ist individuell ● ist ein laufender Prozess ● braucht klare Strukturen ● arbeitet mit Emotion ● macht Tante Emma zum Star ● ist “Kommunikation” (Öffentlichkeitsarbeit, Werbung, Verkaufsförderung und Verkauf)
  2. 2. Onlinemarketing - Formen (1 von 2) ● Suchmaschinenmarketing (Search Engine Marketing - SEM) ○ Suchmaschinenoptimierung (Search Engine Optimization - SEO) ■ an der Seite (Onsite) ■ außerhalb der Seite (Offsite) ○ Suchmaschinenwerbung (Search Engine Advertising - SEA) ● E-Mail Marketing ● Banner Werbung ● Affiliate Marketing
  3. 3. Onlinemarketing - Formen (2 von 2) ● Couponing und Referral Marketing ● Influencer Marketing (Micro <100tsd/Superstars >1 Mio) ● Content Marketing (Wertvolle Inhalte bieten) ● Performence Marketing (Messbare Investition) ● Social Media Marketing (Nahbar sein. Geschichten - Storys!) (Facebook = Facebook + WhatsApp + Instagram, LikedIn, XING, Google MyBusiness, YouTube, twitter, Snapchat, TikTok, Jodel (...) Messenger- und Chatbot-Marketing (siehe “Messenger People”)
  4. 4. Die Internetseite - Grundlagen ● Architektur ● Seitenstruktur und Sitemap (Achtung: Seitentitel! Überschriften! Interne Verlinkung!) ● Nutzerfreundlichkeit (Usability, User Experience = UX) ● Ladegeschwindigkeit ● Mit oder ohne CMS (Content Management System) oder “Baukasten”. ○ CMS: WordPress, Joomla!, Typo3 (lfd. Kosten: Webserver u. Updateservice) ○ Bauskasten: Jimdo, Wixx, 1&1 IONOS (lfd. Kosten: Software)
  5. 5. Die “Landingpage” (Internetseite) - Grundlagen ● Coversion Ziel: Kontakt (Mail, Anruf, Anmeldung, Bewerbung …) ● Logo, Überschrift, Nutzerversprechen ● Hintergrundbild und Video (Vorbild “Crowdfunding”) ● Einleitung “Warum ist es wichtig, wie funktioniert es”. ● Aufruf jetzt etwas zu tun (Call to Action - CTA Button) ● Leistungen und Vorteile ● Testimonials (Kundenstimmen, auch “Social Proof”) ● Auszeichnungen (Vertrauens-Symbole, Zertifikate, z.B. ProvenExpert)
  6. 6. Online Marketing - wie weiter? ● Google Zukunftswerkstatt besuchen und zum Onlinekurs anmelden ● Facebook “blueprint” Kurse machen ● Seriöses Online Marketing Coaching buchen (Berater oder Agentur) (Vorsicht bei Renditeversprechen “in 10 Tagen 7.420 Euro” sowie zeitlicher Limitierung “nur noch die nächsten 22 Stunden, 12 Minuten und 43 Sek.” für Betrag X kaufen, danach Preis Y” und “kostenlos” Angeboten die in ein bezahltes Coaching führen (Sales Funnel / Verkaufstrichter-Prinzip) ● Machen lassen (Team für Konzept, Gestaltung, Inhalt und Kampagnen)
  7. 7. Danke. Aktuelle Links zum Thema Digitalisierung, Internet, Socia Media und Networking, zusammengestellt von Michael Leibrecht. → www.bit.ly/lernmappe Grundsätzlich: viel ausprobieren! Verstehen, Beobachten, Sichtweisen definieren, Ideenfindung, Prototyping, Testen. (siehe “Design Thinking Prozess”)

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