how to create an internet marketing strategy
DESCRIPTION
Created from a decade of developing internet strategies for Irish Companies. What is an internet strategy and how do you define one? Covers Digital Strategy development to SEM and Social MediaTRANSCRIPT
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developing an internet strategy
primaryposition.com
David QuaidPrincipal ConsultantPrimaryPosition.com SEO
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Ireland’s internet revolution really took root in the
1990’s
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The worst analogy used during this revolution
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The worst analogy used during this revolution:Your website = your shop front
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And, well, it couldn’t be more ....
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A shop has passing traffic which equals trade.
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A shop has passing traffic which equals trade.
Because demand meets supply. And if you’re not there, you’re not there!
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The Shocking reality is thatWebsites rarely if, ever,
have an automatic supply of traffic.
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Which creates a huge problem if you’re weren’t aware of this
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Many first time would-be web-preneursbelieve that traffic will come from
• An automatic right to free Google Traffic• A viral effect from the “big idea” or “award winning” design”• By building a network on Facebook and advertising on twitter• By sharing it with friends and in advertising
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* You can imagine the shock that people get when they hear €55 Cost-per-click in some 2010 Dublin online PPC Markets!
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Let’s start again properly shall we?
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The internet is something new;It’s something completely different!
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It’s the greatest single empower; of consumers and every day people.
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It’s the greatest single empower; of consumers and every day people.Even plumbers.
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Connect. Inform. Share.
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Like Music?Got a problem?Need a plumber?Which Hi-Fi should you buy?Don’t know how something works?
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No problem!
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Users Identify their problem
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Users Identify their problemSearch
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Users Identify their problemSearchLearn
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Users Identify their problemSearchLearnShare
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Users Identify their problemSearchLearnShareResearch
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Users Identify their problemSearchLearnShareResearchAnd Shop.
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Whatever a brand says,We know what’s really behind it
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Even if they try to hide it...
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Main Traffic Drivers
• Search
– People looking for products
– People looking for brands
– People looking for locations
– Ideas, Special offers, savings, exclusivity
– Random Search
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In April and May 2011, we analysed 35 domains in our collection of Google Analytics Accounts.
About 1 million Irish visitors pass through these in a given calendar month.
Here’s what we found
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IB2B sites like twitter and LinkedIndelivered as much as
3%
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Facebook, with some sites having over 15k fans, delivered just
between
2&5%
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, however, delivered a consistent
80-88%
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A search for every body
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Put things in order Idea
Digital Strategy
Domain acquisition
Website(s) design plan
Marketing plan
Digital Marketing Implementation
SEO
PPC
Social Networking
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Try it, Measure it, Improve it!
• Visits
• Bounce Rate
• Pages per visit
• Search Keywords
• Traffic from Search Engines– Branded and non-branded
• Enquiries and Sales
• Above By source
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Conversions – not traffic!
• How many visits did we get?
• How many came from
– Google?
– Newsletters?
– Social?
– Ads?
• How many sales did they make
• How much did that cost?
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If 100 people come from AdWords and 10 spend €100 and it cost €1 per visit....
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If 100 people come from AdWords and 10 spend €100 each and it cost €1 per visit....
Then you made €1,000. The cost per sale was €10.
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You can repeat this process for every function and activity
If 10 purchases are made from 100,000 newsletters and you make €1,000 and it
cost €50, then you made a profit
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But if it costs €100 to make a sale and you only make €10 profit
Then you’re going to need a new model!
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When you find things that work
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Repeat it. Improve it. Evolve it
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I’ve been working with online companies for 15 years. I’ve learnt a lot from working with over 500 companies in that period. I’ve built 5 of my own online companies
and I’ve been self sufficient for over a decade using nothing else but working
and marketing online. Here are the best things I want to share with you
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• You’ll need basic business advice
• If you don’t have an internet marketing background – bring it into the team
• Marketing isn’t intuitive and internet marketing really isn’t
• Traditional retail businesses have traffic. Websites DO NOT
Basics
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Build your team
• Pick a business mentor
• Pick a team of advisors and associates
– Financial
– Marketing
– Internet and e-commerce
– Branding
– HR
– SALES!
– Technology
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Every business needs...
• To understand the cost of sales
• To know the cost of selling
– How much marketing will be needed
– Launches
– PR
– AdWords
– SEO
– Social Media
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You can’t won’t do it all
• If web traffic was free, it wouldn’t cost so much
• Beware of replicator models – they don’t work online
• You need a unique selling point
• Competing on price is rarely a good one!
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Beware...
• Of being a replicator– beware of being easily replicated
– Users don’t like multiple accounts to do the same thing
• It takes a long time to build a community
• You cannot advertise to visitors that don’t exist
• Guarantees
• Reliance on a single vendor
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Thank you.
Primary Position SEO
http://twitter.com/primaryposition