eMarketing Techniques: Everything You've Ever Wanted to Know about eMarketing But Were Afraid to Ask
Emarketing Techniques Workshop February 2009
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Transcript of Emarketing Techniques Workshop February 2009
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It’s not just about your website…It’s about your web strategy.
eMarketing Techniques for Educators
By David [email protected]
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Keynote Speech Outline
• Accountability• Web 1.0 -> Web 2.0• Social Media Trends• Benefits of eMarketing• Creating your Marketing System• Specific eMarketing Techniques– Website Optimization– Email Marketing– Search Engine Optimization– Social Media Optimization
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Accountability
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Accountability
1. Choose a partner2. Introduce yourself3. Commit to do ONE thing you learn today4. Connect outside of this workshop5. Check up with each other - MIH
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The New Web
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The New Web
• A user driven virtual world
– User driven content– Rich, interactive and user-friendly– Community and Social Network – Incorporation of Video and Mobile
Ex. Blogs, wikis, social networks, online video, etc
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A Vision of Students Today
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Who was the person of the year in 2006?
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Statistics & Trends
• Social media trends– Facebook over 175M, $15B value– A blog is created every half second– Over 150K videos uploaded to YouTube every day– 75% of adults 18-24 are on social networks
Annual Growth of social networking• Facebook – 100%• LinkedIn – 146% • Twitter – 752%
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Budget Line Increases VS Decreases
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Significant Barriers to Adoption
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Benefits of eMarketing
• Easy to use• Easy to quantify• Easy to customize• Easy to interact with users• Time Efficient• Cost efficient• High Return on Investment
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Creating a Marketing System
Website
Video
CRMSEM
SMO
Traditional
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Optimizing Websites for Conversion
• Design–Capture viewers attention immediately–Make sure you have a call-to-action–Get them to come back
• Analysis–Google Analytics–Google Optimizer
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Capture Attention Immediately
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Engage your users
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Google Analytics – Tracking Success
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Tracking Goals in Google Analytics
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Use Google Website Optimizer
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Website Best Practices
1.) Make it EASY to buy2.) ENGAGE your users
3.) GET their email
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Use Email Marketing
• Cost effective– ~ 500 = $15/month
• View opens and clicks– Know exactly who opened it and when
• Develops relationships– You open email from people you trust
• Offer a value-based monthly newsletter
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Email Marketing Best Practices
1. Focus on users needs (80%/20%)2. Have a call to action3. Track results and follow-up
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Tips from the Tweetisphere
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Managing Relationships
• Customer Relationship Management– Knowledge is power– Gathering inquiries from website– Synchronize with email marketing– Create a follow-up protocol– Coordinate with your team
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Organic VS Paid Search
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SEO VS PPC
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eMarketing Best Practices – SEM
1. Use title tags2. Key in to your keywords3. Inbound links!
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eMarketing Best Practices – SEM
• Page title• Keyword density• H1, H2, H3 tags• Bold text• Anchor text• Keyword phrase or theme for each page• Robot friendly page URL
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Use Website Grader
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Getting Started with Social Media
• What is it?• POST Strategy• Some of our favorites:– YouTube– LinkedIn– Facebook– Twitter– Blogs
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RSS – The common denominator
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Getting Started with Social Media
From Groundswell by Charlene Li and Josh Bernoff
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General Tips for Social Media
• Tip #1– Leverage signature lines
• ‘Follow Us on Twitter’, ‘See Us on YouTube’, ‘Connect to Us on Facebook’
• Tip #2– Leverage evangelists
• Encourage sharing– Twitter, Digg, Reddit
• Tip #3– Systematize and Calendarize
• KISS!
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The Technology & The tools
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Using Blogs
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Using Video
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Using Twitter
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Facebook Page
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Using LinkedIn and Facebook
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Creating a Marketing System
Website
Video
CRMSEM
SMO
Traditional