Smarter Web Strategy. How to use the web to build new customers. Using SEO, PPC, Social Media and all relevant web marketing activities to build your businesses profile on the web

1. Rosey Broderick, WebResults.ie
Smarter Web Strategy
The successful approach to building quality customers
through the web
Nov 2012

2. What are your biggest issues in relation to
the web?
Not enough time?
Not sure where to start?
Too costly to outsource?
Not sure what the benefits are?

3. Background
• Many years working in technology sector. National & international markets
Marketing / Business Development with a focus on online marketing/web)
• 2006 – set up HomeWise.ie
• 2007 Set up to help businesses ‘get customers online’
• Mentoring
• Training with various organisations, DMI, Fitzwilliam Institute, Sureskills, Enterprise
boards etc

4. Approach to Web Marketing Strategy?
Step 1: Set clear objectives
Step 2: Understand your marketplace
Step 3: Analyse your existing web presence
Step 4: Put action plan in place to drive quality visitors
Step 5: Measure/Monitor to establish sources of quality traffic

5. Step 1 – Set Clear objectives
What are your business objectives from the web?

6. Step 2 Understand your market
Market research
• Assess your market potential
• Get to know your Target market:
- Who are they ?
- What are they doing on the web?
• Competitor research

7. What is your market potential?

9. Ireland - Ecommerce
2011 - 43% of Irish adults
had shopped online in the
previous 12 months
Dublin top for ecommerce
Followed by The West

10. What Geographical markets are a priority?
Local, regional, national, international

11. Targets & Influencers

12. Define
Who is your target market
Prioritise them (1 = most important etc)
What do they do?/what is their behaviour?
Do they use the web to research/purchase your products/services?
Do they use search engines?
What social networks & other websites do they use?

13. Research & Planning
What triggers them to look for your products/services?
What are their motivations?
What are their issues?
What solution are you providing your customers?

14. Step 3 – Look at your current web presence
-No of visitors in the last month
-Source (where they came from)
-No. of conversions
How you are performing on the search engines?
Presence on Social Networks?
Where you are in relation to competition?

15. Step 4 - Put an action plan in place
-With clear objectives from the web
- Having identified any weaknesses in your existing presence
- Now knowing your target markets interests & behaviour
- With your competition in mind
-Devise your marketing strategy and set out actions

16. Defining your Web Marketing Strategy
Get Engage
people with
to site them
Monitor/ Convert
Measure them
Give
them a
reason to
return

17. Web Strategy
Elephant campaign
Belgium
http://www.youtube.com/watch?v=F1uwexYeKAg&feature=player_embedded

18. Getting your website in order
How does your website perform?
• Design/look and feel
• Usability & Navigation
• Tools & Functionality
• Strong calls to action
• Search Engine Optimisation
• Good measurement and tracking

20. Data collection & feedback

24. Developing a content plan
• Both on your site and off your site ( on other
sites/social networks etc)

25. Web Strategy
Keyword research
Google keyword research tool

26. What is relevant to my market?
What will drive them closer to the sale
What are they talking about on the social networks
Monitoring conversations
• SocialMention
• Hootsuite
Monitoring groups in LinkedIn
Keyword research
No of searches relevant to your business

32. WebResults.ie

33. Content Plan
Social Mention
Hootsuite
Monitoring conversations
Monitoring groups
Keyword research

34. Web Strategy
Which activities to reach your targets
• Search Engine Optimisation
• Pay Per Click
• Social media
• Blogging
• Viral Marketing
• Online Advertising
• Partnership marketing

36. Pay Per Click - Google Adwords
• Very targeted
• Gives good understanding of your market
• Test to establish ROI
• Focus on what works

37. Which social networks?
What formats?
How regularly?

38. Web Strategy
Social Media – Clear objectives

39. Web Strategy
Social media

40. Consistency
Regular & relevant
Manage - respond

41. Web Strategy
Online Advertising

42. Online Advertising

43. Web Strategy
Email

44. Affiliate Marketing
A business rewards
one or more
affiliates (publishers)
for each visitor, lead
or customer brought
about by the
affiliate's marketing
efforts

45. Mobile Marketing
Consider all activities for mobile
SEO for mobile
Google Adwords for Mobile
Display adverts
QR codes etc

46. Web Marketing - Devising a web strategy
Web Analytics
•What works?
•What doesn’t?

48. Web Marketing Strategy
How do I generate new business/ leads through the web??

49. Web Marketing Strategy
Step 1: Set clear objectives
Step 2: Understand your marketplace
Step 3: Analyse your existing web presence
Step 4: Put action plan in place to drive quality visitors
Step 5: Measure/Monitor to establish sources of quality traffic

50. Web Marketing Strategy
How do I ensure these visitors are high quality potential
customers?

51. • Regular
• Focused
• Interesting
• Fun

52. My Action plan
• Nov
• Dec
• Jan

53. Web Strategy
Effective use of Digital Marketing
Fully measurable – highly effective

54. Questions?
Thank you
WebResults.ie, 1A Richview Office Park, Clonskeagh, Dublin 14 info@webresults.ie (01) 2071872

55. Ford Fiesta
100 socially vibrant social media fanatics
18 months prior to release in US
Had to share their experiences of the car over 6 months
Blogs, Twitter, Facebook, Flickr and YouTube channels

56. The Results
• 11 million Social Networking impressions
• 5 million engagements on social networks (people sharing and
receiving)
• 11,000 videos posted
• 15,000 tweets.. not including retweets
• 13,000 photos
• 50,000 people who have seen the product in person or on a video
who said that they want to know more about it when it comes out
and 97% of those didn’t currently drive a Ford vehicle