An Introduction to Online Marketing

Greig WhittonFounder, Evergrow

Morgan GoddardCo-Founder, Maven Agency

Webinar outline

• What is online marketing?

• Why has it evolved so dramatically?

• What online marketing tactics can you use?

• Which tactics should you choose?

What is online marketing?

• The digital application of fundamental marketing principles:

− Capture attention to generate leads

What is online marketing?

• The digital application of fundamental marketing principles:

− Capture attention to generate leads

− Cultivate trust to nurture leads

What is online marketing?

• The digital application of fundamental marketing principles:

− Capture attention to generate leads

− Cultivate trust to nurture leads

− Demonstrate value to convert leads

What is online marketing?

• The digital application of fundamental marketing principles:

− Capture attention to generate leads

− Cultivate trust to nurture leads

− Demonstrate value to convert leads

− Exceed promises to cultivate evangelists

What is online marketing?

• The digital application of fundamental marketing principles

• Online marketing usually has several significant advantages:

− Reach

− Targeting

− Scalability

− Measurability

− Cost

Why has it evolved so dramatically?

• The growth in the number of websites has been dramatic

Why has it evolved so dramatically?

• The growth in the number of websites has been dramatic

• The internet has also become more complex:

− Search engine algorithms

Why has it evolved so dramatically?

• The growth in the number of websites has been dramatic

• The internet has also become more complex:

− Search engine algorithms

− Social media

Why has it evolved so dramatically?

• The growth in the number of websites has been dramatic

• The internet has also become more complex:

− Search engine algorithms

− Social media

− E-commerce

Why has it evolved so dramatically?

• The growth in the number of websites has been dramatic

• The internet has also become more complex:

− Search engine algorithms

− Social media

− E-commerce

− Mobile technology

Why has it evolved so dramatically?

• The growth in the number of websites has been dramatic

• The internet has also become more complex

• Online marketing is not the digital equivalent of print advertising

An overview of online marketing tactics

• Search engine optimisation:

− Getting a website ranked higher by search engines for specific search queries

− Used for lead generation

− Potentially free. Exceptional long term potential. Easily measurable

− Requires expertise. Can take a long time to yield benefits. Ongoing maintenance

An overview of online marketing tactics

• Paid search:

− Paying to have ads displayed by search engines for specific search queries

− Used for lead generation and testing

− Comparatively low cost. Drive traffic immediately. Easily measurable

− Not free. Requires expertise

An overview of online marketing tactics

• Social media:

− Sharing content on social networks and interacting with users

− Used for lead generation and customer retention

− Free. Viral potential. Can serve more than one purpose simultaneously

− Unpredictable. Can take a long time to yield benefits. Ongoing maintenance

An overview of online marketing tactics

• Email:

− Sending branded content and promotional offers to prospects and customers

− Used for lead generation, lead conversion, and customer retention

− Potentially free. Exceptional long term potential. Easily measurable

− Can take a long time to yield benefits. Ongoing maintenance

An overview of online marketing tactics

• Conversion optimisation:

− Changing website elements to convert more visitors

− Used for lead conversion

− Exceptional and immediate potential. Easily measurable

− Requires specialist expertise

Which tactics should you choose?

• What is your growth bottleneck?

Which tactics should you choose?

• What is your growth bottleneck?

• What are your targets and deadlines?

Which tactics should you choose?

• What is your growth bottleneck?

• What are your targets and deadlines?

• What customer journey do you expect?

Which tactics should you choose?

• What is your growth bottleneck?

• What are your targets and deadlines?

• What does your sales journey look like?

• What is your investment bottleneck?

Need more help?

• Evergrow forums

• Greig: 021 671 8225

• Morgan: 021 461 6817