online marketing foundation 2014

Presented by Karen PorterUM School of Business Administration& ImpactOnlineMarketing.com

Online Marketing Foundation 2014

Presented by Karen Porter

Department of Marketing

School of Business Administration

The University of Montana

Before We Get Started…

Anyone here who was NOT here Tuesday? Everyone subscribed to:

Hubspot blog? OSMM.net blog?

Student profiles Name Major and Year Hometown Any online marketing experience? (please explain)

Why you’re taking this course

Websites – An Online “Hub”

Who is Your Target Market?

Identify by similar characteristics: Age, Gender, Income, Education, Interests, Occupation and Other Criteria of Relevance

Strategy Decisions Can Be Very Difficult

Insights from Target Customers

Target Insights > Strategic Decisions >The 4 P’s of Marketing

Rules of the 4 P’s

Delivering What Your Customers Want

NOW You Can Think About Specific Marketing Tactics

Before the Internet

Businesses relied upon traditional media: Yellow Pages Newspapers Television Direct Mail Telemarketing Magazines Radio Faxes

Times are Changing

Directories – print versions go out of date / expensive

Print Pubs – in decline / costs up / shifting readership

Broadcast – fragmentation / zipping / zapping / Hulu

Direct Mail – costly / low conversion / slow

Telemarketing – do not call lists / intrusion factor

Faxes – mass faxing less effective / easy to overlook

Traditional advertising media are losing effectiveness

New Media is Online& Online Statistics are Astonishing

1 Trillion + — number of web pages in the world

200+ Billion online searches each year in U.S. alone

30 % — searches that are targeted locally (city or zip )*

20 % — total online searches done by mobile phones*

37 % — small businesses without a website*

80 % — local searches done on mobile devices = buyers*

0 % — chance to connect with consumers who are searching online if an organization doesn’t

have an online presence

* 2012 statistics based on U.S. data only

Business Owners Face Marketing Challenges

Recession has led to slower sales & lower profits

Traditional media declining in effectiveness

Consumers are searching for businesses online

Business owners are confused and frustrated about how to use online marketing effectively

Many businesses lack either the knowledge, the interest, or the time to learn online marketing and develop an online strategy

A Website is EssentialBut Having One isn’t Enough

Websites lend credibility The business card of yesterday

Is your website getting found? Know how people are searching & where your site is ranked

How do you drive traffic to a website? Know what your prospective customer is doing online

Is your web presence helping or hurting your business? Develop a cohesive online / offline marketing strategy

Why Being “On” Google is Vital

70% of all U.S. online searches are done on Google

80% + of intl. online searches are done on Google

(with a few notable exceptions – ex: China)

60% of searchers do not typically search beyond page one of search engine results

Do you know what your potential customers are searching for? – Keyword Research

Need to be FOUND by those searching for the goods and services you offer – SEO (Search Engine Optimization)

Keywords Rule! Know How Your Customers are Searching and Which Words are Important to Them

Google Keyword Planner

SEO Gets Your Site Found

On-Site Optimization Meta code – title tag (limit 60 characters) Meta description (limit 160 characters) Page title (headline) Page URL (http://yoursite.com/keyword Page copy, graphic alt tags, and more

Off-Site Optimization Links coming into your site from other sites Social validation / visitor support of site

Website Not Getting Found?

Was the site developed strategically? Were goals clearly defined on the front end? Was keyword research done first to drive how and where

those words are optimized on the site?

Did development include these 3 key elements? Solid coding (the site functions as it should) Strong design (attractive, credible & user-friendly) Strategic marketing (solid SEO, marketing strategy done

on front-end, integrated and ongoing online marketing strategies)

Does My Business HAVE to Use…

Facebook Twitter LinkedIn Pinterest Google + Local Blogging Mobile Marketing Other?

Mobile Marketing – The Next Wave

62 % of U.S. citizens now own smart phones

Japan and Europe mobile are far ahead of U.S. in smart phone

usage; the U.S. is sure to follow

97% of smart phone users search online by phone

<20% of all sites are mobile-friendly

What Does This Mean for Biz?

Marketing strategy needs to marry online and offline marketing initiatives

Know specifically the words your customers are using to search – them use those words online

Use online findings to market offline

Use media that is right for your type of business

Know what’s already working for you - continue using what works and eliminate what’s not

What Does This Mean for Biz?

Know your “conversion funnel” statistics – having the ability to measure gives you power

Develop a STRATEGY (don’t just try a hodge-podge of ideas hoping something will work)

Measure and tweak what’s working and then “rinse and repeat” to improve your results

Do NOT try to do everything – do several things really well and you’ll have better success

continued

Questions?

Karen Porterkaren.porter@business.umt.edu

-or-

karen@ImpactOnlineMarketing.com

(406) 529-8931