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Effective Online Marketing

Alan Gleeson

www.paloalto.co.uk

What you will learn today

o Creating Brand Awareness

o Getting Traffic to your Website

o Retaining the Visitor

o Converting the Visitor into a sale/lead

Creating brand awarenessCreating brand awareness

If I build it will they come?

Brand Awareness

o Advertising (Online & Offline)

o Word of Mouth

o PR

o Marketing incl direct mail

o Social Media i.e. Facebook, LinkedIn, Twitter ..

Getting traffic to your websiteGetting traffic to your website

How will I get traffic to my site?

Direct traffic (Free)

o Typing directly into a browser

o As a result of brand/market awareness

o As a result of ‘Off line’ Marketing Activity

Referred traffic (Free)

A key challenge is obtaining links from 3rd party sites

Why would someone link to you?

They value the content

Due to a reciprocal link arrangement

They make money from linking to you (affiliate)

Link Farms (Black Hat techniques)

It is a good idea to have a link strategy in place.

Search Engines – Organic (Free)

Search Engines – Organic (Free)

Search Engines – PPC (Paid)

What are the key converting search terms?

and the best landing pages?

Is your product selling on eBay?

This is a good way to help you assess demand..

Service - where are competitors based?

Competitor analysis is a vital part of any marketing strategy