Download - Internet marketing
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Chris Middleton
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Internet Marketing
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Covering
• Push Vs. Pull• Analytics:
– What can analytics provide us with?– How can we use this information to design a
marketing campaign?• How we do it:
– Persuasive marketing– Generate traffic– Content sharing
• Integrate
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Push Vs. Pull
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Push Marketing
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Pull Marketing
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What Can Analytics Provide Me With?
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Google Analytics
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Keywords
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Location
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Devices
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Browser Type
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Mobile
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Screen Resolution
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Conversions
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Conversions
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Email Analytics
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Test Content
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Test Databases
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Test Days and Times of the Week
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How Can We Use Analytics To Design Marketing Activities?
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Keywords That Provide Visitors
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Keywords That Convert
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How Do We Find These Keywords?
–Brainstorm
–Ask customers
–Google Keyword Planner
–Test in Google Adwords
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How Do We Know These Keywords Are Converting?
–Visitor analytics
–Enquiry form entries
–Keyword telephone call tracking
–Record in CRM system
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“Give me six hours to chop down a tree and I will spend the
first four sharpening the Axe”
Abraham Lincoln
Structure A Website That Converts
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Structure A Website That Converts
–A website should convert as close to 100% of visitors as it can
–Design, structure and content is key
–Create landing pages
–Test landing pages
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Evaluate
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How We Do It
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Persuasive Website
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Salesperson That Never Sleeps
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The Website Needs To Answer All The Questions A Salesperson Would
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B2B Buying Process
http://www.inboundsales.net/blog/bid/49600/A-Guide-to-Understanding-the-B2B-Buying-Process
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B2B Buying Process
The early stages of the buying process has changed. Now many B2B buyers rely on online resources and not salespeople for information.
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The website has to provide information to satisfy different
personality types and for different stages in the buying process.
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Content
Forrester Research reports that 65% of sellers that create the buying vision during these early stages, get the deal.
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Your Website Needs to Provide Straight Forward Answers
– FAQ’s– Graphical guides– Video overview– Reviews– Price– Awards– Contact details
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And Detailed Complicated Answers
– Technical download sheets– White papers– Product / service video demonstrations
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Generate Traffic
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Search
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Adwords
– Instant position on page 1– Can test keywords and ad creative quickly
• Review and improve
– Lower click through rate than top organic position
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Organic
– High click through rates for top positions– Takes time– Broad keywords are competitive
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Organic Click Through Rates
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Paid Vs. Organic Click Distribution
http://econsultancy.com/uk/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic
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Who Clicks On PPC?
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Google Vs. Bing
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Social
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Social Paid
– Age– Gender– Location– Interest
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Social Improves SEO
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Content Marketing
– Google likes quality content• Blog sharing• Social Sharing• Onsite
– Direct marketing:• Email• Post
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Case Study
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Target Audience
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Create Content For Target Audience
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Share Online
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Publish Content On Your Website
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Integrate Pull / Push Marketing
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It’s Noisy Out There
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Think big?Think different.
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Don’t Be A Carbon Copy
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Copies Have No Distinguishing Features
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Above the Aircon it says “not that Kulula planes need it… they’re already cool”.
Overhead cabins – “VIP seating for your hand luggage”.
“Black box which is actually orange”
Fuel tanks – “the go-go juice”.
The captain is described as “The Big Cheese”
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"Ladies and gentlemen, we've reached cruising altitude and will be turning down the cabin lights. This is for your comfort and to enhance the appearance of your flight attendants."
"Ladies and gentlemen, we have landed in Cape Town . Please take all your possessions. Anything left behind will be shared equally between staff. Please note we do not accept unwanted mothers-in-law or children."
"Welcome to Johannesburg, if this is not where you were intending to go then you have a bit of a problem."
“Have you heard the latest Cabin Crew lingo? BOB (Best-On-Board)if you are a BOB – you are the best looking man/woman onboard” – facebook comment
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Give Your Audience A Reason To Talk About You And Connect
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dollarshaveclub.com
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To Finish
• Analyse
• Measure
• Improve / delete campaigns
• Create the best online salesperson
• Provide relevant engaging content
• Share content
• Integrate online and offline marketing
• Have a personality
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