integrated web presence managing your online footprint inga petri april 18, 2015 tiay – spring...
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Integrated Web PresenceManaging Your Online Footprint
Inga PetriApril 18, 2015
TIAY – Spring Conference
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What is online marketing all about?
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Rule # 1 Always start with your audience
Who is your audience?
What do they want from you?When do they want it?How do they want it?
What do you want them to do?
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Rule #2
DON’T YELL!!!
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Effective communication
Intended message
Precisely delivered
Precisely received
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Evolving modes of marketing communications
Ancient times: Conversation One-to-one; face-to-face
Last century: Broadcast (yell louder, more often) One-to-many; brand rules
Last decade: Segmentation One-to-some; brand differentiation
Now: Participate and co-create Many-to-many; customers talk about you
Future: Internet of things? Everybody-to-everything?
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Which one is best for your business?
1. One-to-one
2. One-to-many
3. One-to-some
4. Many-to-many
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Use each with purpose
Match modes Marketing goals Purchase decision stage Channels and Tactics What customers prefer Personalize broadcast messages
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Align to purchase cycle
One-to-many
Many-to-many
One-to-one
Many-to-many
Awareness
Interest
Research
Compare
Intent
Purchase
Referral
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Situating your online marketing efforts
One Many
One
Man
y
Email EnewsWebinarSkype
Website
Messenger
ArtsNet list
YouTube
E-BayKijiji,
Craig’s List
Trip Advisor
Facebook Ads
Twitter Promo
Google +
Search engines
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Online Channel Ecosystem
WebsiteSearch Engine
Marketing
Social Networks
Online Advertising
E-mail Marketing
Website• User experience
design• User acceptance
testing• Web analytics• Landing page
optimization
• Blog
• Mobile site - responsive design
• Social utilities
Search Engine Marketing• SEO• Linking• Pay-per-click (PPC)
• Google Maps• Trip Advisor• Lonely Planet
Social Networks• Twitter• Facebook• YouTube• Instagram• Trip Advisor• Relationship• Advertising/PPC on
social networks• User-Generated
Content• Customer-
Generated Marketing
Online Advertising• Banners• Text links
• Lead generation - contests
• Content Integration
• Pay-per-click (PPC) and social ads
• Mobile ads• Listings/ads on
aggregator sites
• Re-targeting service
Email Marketing• Direct email• E-news (segment)• Lead qualification• 3rd party lists
• Coupons
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Web site design and information architectureUser experience design (UxD)
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Outstanding UxD
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UxD New Zealand Tourismhtt
p://ww
w.new
zealand.com/int/
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UxD = New Zealand Experiencehtt
p://ww
w.new
zealand.com/int/
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UxD = New Zealand: For Canadianshtt
p://ww
w.new
zealand.com/ca/
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UxD = New Zealand: For Germanshtt
p://ww
w.new
zealand.com/de/
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UxD = New Zealand: Trip Planner Apphtt
p://ww
w.new
zealand.com/int/
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UxD Balance
Design Usability
CreativityContent
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Think MobileWeb on the Go
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Small screens matters
51% of online traffic now comes from mobile phone or tablet Android and iOS (Apple) lead the market
Mobile apps are more important than ever Over 80% of the time Canadians spend online is via an
app rather than a web browser Online video accounts for 50% of mobile traffic
More digital media is streamed on YouTube than the next 24 largest competitors combined
Canadians are the global leaders when it comes to online video consumption – 25 million people monthly
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Responsive design for small screens
Designing sites for optimal viewing across devices Desktop Tablets Smartphones
Easy reading & navigation with minimal resizing, panning or scrolling
Adapts layout by using fluid, proportion-based grids, flexible images, CSS, media queries
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First ImpressionsGetting Found
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The importance of getting found
People don’t want to ‘search’, they want to ‘find’ “What I want, when I am ready, wherever I am, in
just the way I want it”
Search engines = keyword searches Even users who know your url, access via search Rank pages not sites
- Products, events each on own page
Branding and on brand messaging matters
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Do you make the right First Impression?
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Created for users … … constructed for search engines
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Writing your web site for people Authentic voice Start with 8 to 12 important keywords
Balance: interesting read that flows well with consistent keywords Second tier keywords important in body text, because first tier keywords
dominant in structure Make the page easily scan-able
Headers and short paragraphs Editorial use of images, video Minimize on ‘features’ in body text, like colour, bold, underline, italics;
they make reading harder Your content includes text for page urls and tags
What is your page about in 3 to 5 words = Specify the title tag <title> Important keywords on the page (8 to 12 most used words, words used
in headings and body text) = <keyword> tag One sentence summary (10 to 15 words) = <description> tag Describe what is in your supplied images = <image ALT> tag
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Search engine optimization URL
Use words not acronyms URL page names
Each service / product / experience on its own page Use relevant keywords
Title tags Appears on browser tab Search engine uses them as the header in its search listings
Headers Specify headings and sub heads <h1>, <h2>, <h3> and use most important keywords
Content ‘Featuring’ words through bolding, italics makes them more important to search engine
Image Alt tags Use the “image ALT” text for keyword-rich descriptive text
- Rather than “header” say “Yukon Adventure Travel logo” or “Yukon Chilkoot Hiking Trail” Description meta tag
This is a real summary sentence for a specific page Search engines, and other sites, can use them in results displays
Keywords meta tag When a search engine cannot read your content, they may evaluate your keywords meta tag
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Pay-per-click ads
Can’t get to top listings on organic search for top keywords
Drive more traffic Experiment as part of
online marketing mix Leverage up on media
coverage, buzz Small budget Nimble and agile
Opp
ortu
nity
to p
ositi
on Y
ukon
tour
ism
bus
ines
ses
in la
rger
con
text
…
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Get SocialBuild relationships
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Usage estimates
Global(7 billion)
Canada (35 million)
Internet 2,900 million 28 millionGoogle 1,200 million 22 millionFacebook 1,400 million 20 millionYouTube 1,000 million 20 millionTwitter 650 million 6 million LinkedIN 350 million 7 millionTrip Advisor 315 million
(unique monthly)3 million
Instagram 300 million 3 million
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Each has its own dynamic
Facebook – Friends / people in your life Twitter – News and Links Instagram – Photos LinkedIn – Professional network Youtube – Broadcast Yourself
Second most used search engine Vimeo – HD video / creatives
Social Media Management tools Hootsuite Buffer
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Content: Build your presence
Facebook • Company page –
clear purpose and personality
Twitter• People tweet• #hashtags
Youtube • Channel,
playlists
Integrate Apps across platforms
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Social UtilitiesConnect with us Amplify our message
(include image on page for FB)
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Social advertising: Extend reach beyond followers
Facebook Twitter
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Online AdvertisingTop of mind
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Target and Re-target
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Email marketingIntent to Purchase
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Subscription: Lead generation and qualification
Target content Convert to customer
Value-add
DealsStories
Aware-nessInterestResearch
Test Frequency
SubjectContent
Capture email
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AnalyticsMeasure your Business Goals
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Integrate Web Analytics: Increase web traffic
Website analytics
Visits and unique visitors Length of visits Average page views
Conversion from social from email from paid to subscription to social
Social networks
Followers Paid reach Actions
Comment / Converse Shares / Retweets Like / Favourite
Track sales, attendance Complete checkout Re-targeting
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Gap Analysis Tool – Online Footprint
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A few tools
Google Developer Google Analytics Google Adwords (keyword tools) http://www.browseo.net/ http://www.webseoanalytics.com/free/seo-tools/pa
ge-analyzer-keyword-density-tool.php http://validator.w3.org http://validator.w3.org/mobile www.backlinkwatch.com
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INGA PETRIIPETRI@STRATEGICMOVES.CA613-558-8433 WWW.STRATEGICMOVES.CA
Get in touch
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