Download - How to migrate your marketing online
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We do profitable marketing services for busy businesses
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Online marketing
Two case studies to show you how to do it yourself
• Business to Business (B2B)• Business to Consumer(B2C)• Plus Advice for you to migrate your marketing– How to find a niche to show off your company’s
expertise or specialism – Where to promote your services online– How to use automated email marketing– The three things you must do online every week
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Marketing a business
Traditional• Brochure/collateral• Public relations• Advertising• Directory listings• Trade show/conference• Christmas card list• Parties/hospitality
Today• Website• Expert content• Online PR• Adwords / digital ads• Directory submissions• Email list/newsletter• Social media
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How to migrate marketing online
• Know your customers and prospects “online literacy”–Which websites do they visit–What % are doing procurement online– How do new customers ‘find’ you–What about younger staff members
• You can’t do everything at once• Prioritise
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Which of these do you do?
Traditional• Brochure/collateral• Public relations• Advertising• Directory listings• Trade show/conference• Christmas card list• Parties/hospitality
Today• Website• Expert content• Online PR• Adwords / digital ads• Directory submissions• Email list/newsletter• Social media
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Case Study: APC Technology
• Business to Business• Customised rugged computers• Long sales cycle• Face to face sales team• E-Procurement
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APC Technology
Traditional• Brochure/collateral• Public relations• Advertising• Directory listings• Trade show/conference• Christmas card list• Parties/hospitality
Priorities1. Website2. Directory submissions3. Expert content4. Email list/newsletter5. Online PR6. Adwords / digital ads7. Social media
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Key words
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Google Analytics
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Traffic Sources
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Incoming links - Domodomain
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Expert content
• Company news – New product– Distributors
• Trade show– Collate others’ news – Link to helpful sites (Linked In Group)
• Magazine article – Reproduce it–Write a response
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Email newsletter
• Once a month• Summary of website news articles• Supplemented by mailings to niche
groups–Mining industry (linked to trade show)– Abattoirs (postal mailing) new product
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Case Study: Rowperfect
• Business to Consumer• Sports equipment and advice• Short sales cycle• No sales team• Online ‘discovery’• Global potential market
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Which of these do you do?
Traditional• Brochure/collateral• Public relations• Advertising• Directory listings• Trade show/conference• Christmas card list• Parties/hospitality
Today• Website• Expert content• Email list/newsletter• Adwords / advertising• Social media• Directory submissions• Online PR
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Content drives & reinforces traffic
• News page (blog) updated 5x per week• It has an RSS feed• Newsletter sign-up
– In header on every page– Landing page
• Summary of 5 blog posts mailed automatically • Expert content drives incoming search• Social media amplifies
– Automatic– Manual
• Advertising is relatively minor ‘signposting’ – $100 per month
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Rowperfect Analytics
• Search is highest = 2680– Google– Bing– Yahoo
• Newsletter = 1541– Feedblitz– RSS
• Social media = 209– Twitter– Friendfeed
• Advertising (cpc) = 233`
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Referring sites
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Analytics compared
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For You:
• Find a niche online–Where is it discussed / searched /
commented online– Keep your niche small
• Search for websites about the niche– Google Alerts– Follow these sites using RSS Reader or email
• Search inside social media– Use hashtags #
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Alerts
• Search string– Blogs – News– Video– Discussions
• Quotes• All/best results• Frequency
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Where to promote your services
• Directory listings• Forums• Group lists• Magazine / news websites• Newsletters run by others• Bloggers – guest posts / comments• Social media sites & groups on social media• Hashtags #• Your own news page
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How to use automatic email
• Write blog posts• Have an RSS feed• Set up an RSS to email service – Feedblitz.com– “DUNEDIN” promotion code 15 days free
plus10% discount
• Decide newsletter frequency (weekly, monthly, on demand)
• It happens
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3 things you must do weekly
1. Check your alerts– Gives you new sites to comment– Subscribe to read them
2. Write a blog news article– Article ideas from the alerts
3. Review your analytics– How well are you doing
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Get in touch
• Have a free 20 minute briefing with us– Tell us about your situation– Ask questions– Get quick advice
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Questions?