online marketing tactics for websites
DESCRIPTION
Presentation for Podcamp Halifax in Jan 2009 (Nova Scotia, Canada)TRANSCRIPT
Online Marketing Tactics
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25 January 2009
1. Overview2. SEO3. SEM4. Email Marketing5. Social Shopping6. Social Marketing7. Community
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25 January 2009
1. Online Marketing Overview
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25 January 2009
2. SEO – Search Engine Optimization
1) Goal: increase website traffic2) Goal: improve CPC positioning3) Keywords are key4) Landing Pages5) Page Titles, Meta Tags6) Link building7) H1 Tags8) Sitemap9) Search Engine Registration10)KPI: traffic from search engines, UV,
conversions4
25 January 2009
https://adwords.google.com/select/KeywordToolExternal
3. SEM – Search Engine Marketing
1) Goal: improve traffic2) Goal: improve measurable conversions3) Keywords are key4) Landing Pages5) Link building6) KPI: traffic from search engines, UV,
conversions
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25 January 2009
https://adwords.google.com/select/KeywordToolExternal
4. Email Marketing
1) Goal: increase returning visitors2) Goal: build customer database3) Segmentation4) Frequency5) DB growth strategy6) KPI: number of subscribers, number
of opened emails, number of clickthroughs
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25 January 2009
http://directmag.com/email/1014-email-roi-dma/ 7
25 January 2009
4. Email Marketing
Still the highest performing ROI
2008 Direct Marketing Association (DMA) study found that email's ROI in 2008 was $45.06 for every dollar spent on it.
This compares to $48.34 last year, and a projected $43.52 in 2009, according to the annual study.
5. Banner advertising
1) Goal: increase traffic2) Ad networks3) Niche websites4) KPI: traffic from referrers
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25 January 2009
6. Social Marketing
1) Goal: increase traffic2) Goal: be part of the conversation3) Goal: follow the trends and be found4) Social Networks (Blogs, Facebook,
MySpace etc.)5) KPI: traffic from referrers
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25 January 2009
7. Community
1) Goal: increase returning visitors2) Goal: give a voice to your customers
on your website3) Newsletters4) Forums5) Blog6) KPI: returning visitors to website,
number of posts, posts by visitors
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25 January 2009
8. Social Shopping
1) Goal: be customer friendly2) Goal: give means for customers to
compare3) Goal: increase creation of online
accounts (profile data collection)4) Website improvements5) Community6) Blog7) KPI: number of ratings, number of
reviews, number of created accounts
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25 January 2009
Thank YouMerci
Grazie
Gracias
Obrigado
Danke
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Shalom
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25 January 2009