WebResults.ie Smarter Web Strategy
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Transcript of WebResults.ie Smarter Web Strategy
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Rosey Broderick, WebResults.ie
Smarter Web Strategy
The successful approach to building quality customers through the web
Nov 2012
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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?
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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
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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
Approach to Web Marketing Strategy?
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What are your business objectives from the web?
Step 1 – Set Clear objectives
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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
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What is your market potential?
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2011 - 43% of Irish adults had shopped online in the previous 12 months
Dublin top for ecommerce
Followed by The West
Ireland - Ecommerce
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What Geographical markets are a priority?
Local, regional, national, international
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Targets & Influencers
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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?
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What triggers them to look for your products/services?
What are their motivations?
What are their issues?
What solution are you providing your customers?
Research & Planning
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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?
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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
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Defining your Web Marketing Strategy
Engage with them
Convert them
Give them a
reason to return
Monitor/ Measure
Get people to site
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Web Strategy
Elephant campaign
Belgium
http://www.youtube.com/watch?v=F1uwexYeKAg&feature=player_embedded
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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
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Data collection & feedback
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Developing a content plan
• Both on your site and off your site ( on other sites/social networks etc)
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Web Strategy
Keyword research
Google keyword research tool
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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
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WebResults.ie
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Content Plan
Social Mention
Hootsuite
Monitoring conversations
Monitoring groups
Keyword research
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Web Strategy
Which activities to reach your targets • Search Engine Optimisation
• Pay Per Click
• Social media
• Blogging
• Viral Marketing
• Online Advertising
• Partnership marketing
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Pay Per Click - Google Adwords
• Very targeted
• Gives good understanding of your market
• Test to establish ROI
• Focus on what works
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Which social networks?
What formats?
How regularly?
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Web Strategy
Social Media – Clear objectives
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Web Strategy
Social media
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Consistency
Regular & relevant
Manage - respond
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Web Strategy
Online Advertising
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Online Advertising
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Web Strategy
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Affiliate Marketing
A business rewards one or more affiliates (publishers) for each visitor, lead or customer brought about by the affiliate's marketing efforts
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Mobile Marketing
Consider all activities for mobile SEO for mobile Google Adwords for Mobile Display adverts QR codes etc
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Web Marketing - Devising a web strategy
Web Analytics
•What works?
•What doesn’t?
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Web Marketing Strategy How do I generate new business/ leads through the web??
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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
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Web Marketing Strategy How do I ensure these visitors are high quality potential
customers?
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• Regular
• Focused
• Interesting
• Fun
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My Action plan
• Nov
• Dec
• Jan
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Web Strategy
Effective use of Digital Marketing Fully measurable – highly effective
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WebResults.ie, 1A Richview Office Park, Clonskeagh, Dublin 14 [email protected] (01) 2071872
Questions?
Thank you
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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
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• 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
The Results
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