Expose Yourself to Marketing
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Transcript of Expose Yourself to Marketing
EXPOSE YOURSELF
MARKETING to
ONLINE
Social Media
SEO
Paid AdvertisingAffiliates
Blogging
PPC
PP
CLink BuildingContent
ProsLow start-up costs
It’s easy to target specific
demographics and groups
accurately
IIt’s easy to experiment without financial risk
You have thve ability to
interact with your audience
You can publish what you want, when you want
TThere are few barriers to a
global audience
ConsBanner blindness: display
advertising is often ignored
online
Some users use
ad blocking scripts
MMany users are wary of brands
using their info to target ads at
them
Online presence can diminish quickly unless effort is made to
stay relevant
SSpam: genuine advertisers
must compete against a torrent
of low-quality content
On-site search engine optimisa-tion involves making sure that search engines can find and understand your site, so that it shows up as highly as possible in the results for relevant que-ries.This can be achieved through usability testing and optimisa-tion, using the correct markup in your HTML code, and ensur-ing that your meta data is up to scratch
SEOContent marketing, or inbound marketing, is all about creating and publishing great stuff that will draw potential customers to your site.TThis often happens in the form of guides, articles, videos, and other well-produced pieces, which serve a genuine and useful purpose (this can be just to entertain).
Content
Social media accounts for your brand are known as ‘earned’ media.EElectronic word of mouth on established networks can be a great way to connect more personally with your audience, and it can work really well with your content marketing efforts to promote the things you’re making.
Social
Link building is an important activity, as the number and quality of the links pointing to a site are key ranking factors for search engines. LLinks can be built organically in tandem with content marketing and PR efforts, by encouraging relevant blogs to re-post or link to you.
Link Building
Email marketing involves sending messag-es out to lists of potential or current cus-tomers. Mailing lists are a great example of this, and brands can entice their audi-ence with discounts or coupons for their subscribers.Lists of contacts can also be bought and used for unsolicited email marketing.
Display
BANNER ADSAre an example of display advertising. TThey can be contextual, only showing up on sites with relevant keywords, or target-
ed bahaviourally, where a user’s profile of interests is used to display ads that they are more likely to click on.
NATIVE
ADS
Are designed to fit in with the
context of the platform they appear on. They may appear to be regular articles, blog posts, tweets, or any other form of paid content designed to look organic.
Native
Is the most popular PPC plat-form, used to manage ads displayed in Google search
results for specified key-words, for which you pay for every click an ad receives
ADWORDS
PPC
Are most frequently used when a brand pays a website
owner based on the number of sales they can generate for the brand.
AFFILIATES
Affiliate
ProsIt’s trustworthy: there’s a high and
proven success rate
You can reach those who are unfamiliar
with technology
NNo need to rely on one company
(Google) for so much of your traffic
Your efforts are permanent and
tangible, which can make them more
memorable in the right context
You can have a guaranteed mass
audience
OOffline media, especially newspapers
and television, is still popular
ConsExpense: air time isn’t cheap, and neither
are print adverts
Your efforts can be difficult to measure
Less opportunity for real-time results
HHarder to target specific demographics
or niches
It can take a long time to produce and
reproduce
Highly regulated
Not enough on its own for many
companies
OOne-way: no interactivity with the
audience
Cold CallingWord ofMouth
Leaflets &Flyers
PATRICK BATEMAN
VICE PRESDENT
PIERCE & PIERCE
MERGERS AND ACQUISITIONS
020 5556 3421
358 EXCHANGE PLACE NEW YORK, B.Y. 10099 FAX 212 555 6390 TELEX NO 4534
Business CardsEvents &Networking
GuerrillaMarketing
PR &Events
Broadcast &Product Placement
Display Ads
OnlineAll you need is a computer
with an internet connection!
MMake sure that you sign up to the most useful analytics
software for your strategy before you start any activity, so that you can learn what
works and what doesn’t
OfflineIt can help to start off by attending events and
networking, which is a lot cheaper than advertising
DDecide on a solid strategy so you know what you’re spending money on
Develop your writing and design skills - you’ll need them
DDon’t be afraid to ask a professional for help or
advice!
GETTING STARTED
GOOD LUCK!
Sources:natedesmond.comen.wikipedia.org
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