an introduction to online marketing
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An Introduction to Online Marketing. Greig Whitton Founder, Evergrow. Morgan Goddard Co-Founder, Maven Agency. Webinar outline. What is online marketing? Why has it evolved so dramatically? What online marketing tactics can you use? Which tactics should you choose?. - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/1.jpg)
An Introduction to Online Marketing
Greig WhittonFounder, Evergrow
Morgan GoddardCo-Founder, Maven Agency
![Page 2: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/2.jpg)
Webinar outline
• What is online marketing?
• Why has it evolved so dramatically?
• What online marketing tactics can you use?
• Which tactics should you choose?
![Page 3: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/3.jpg)
What is online marketing?
• The digital application of fundamental marketing principles:
− Capture attention to generate leads
![Page 4: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/4.jpg)
What is online marketing?
• The digital application of fundamental marketing principles:
− Capture attention to generate leads
− Cultivate trust to nurture leads
![Page 5: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/5.jpg)
What is online marketing?
• The digital application of fundamental marketing principles:
− Capture attention to generate leads
− Cultivate trust to nurture leads
− Demonstrate value to convert leads
![Page 6: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/6.jpg)
What is online marketing?
• The digital application of fundamental marketing principles:
− Capture attention to generate leads
− Cultivate trust to nurture leads
− Demonstrate value to convert leads
− Exceed promises to cultivate evangelists
![Page 7: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/7.jpg)
What is online marketing?
• The digital application of fundamental marketing principles
• Online marketing usually has several significant advantages:
− Reach
− Targeting
− Scalability
− Measurability
− Cost
![Page 8: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/8.jpg)
Why has it evolved so dramatically?
• The growth in the number of websites has been dramatic
![Page 9: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/9.jpg)
Why has it evolved so dramatically?
• The growth in the number of websites has been dramatic
• The internet has also become more complex:
− Search engine algorithms
![Page 10: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/10.jpg)
Why has it evolved so dramatically?
• The growth in the number of websites has been dramatic
• The internet has also become more complex:
− Search engine algorithms
− Social media
![Page 11: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/11.jpg)
Why has it evolved so dramatically?
• The growth in the number of websites has been dramatic
• The internet has also become more complex:
− Search engine algorithms
− Social media
− E-commerce
![Page 12: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/12.jpg)
Why has it evolved so dramatically?
• The growth in the number of websites has been dramatic
• The internet has also become more complex:
− Search engine algorithms
− Social media
− E-commerce
− Mobile technology
![Page 13: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/13.jpg)
Why has it evolved so dramatically?
• The growth in the number of websites has been dramatic
• The internet has also become more complex
• Online marketing is not the digital equivalent of print advertising
![Page 14: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/14.jpg)
An overview of online marketing tactics
• Search engine optimisation:
− Getting a website ranked higher by search engines for specific search queries
− Used for lead generation
− Potentially free. Exceptional long term potential. Easily measurable
− Requires expertise. Can take a long time to yield benefits. Ongoing maintenance
![Page 15: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/15.jpg)
An overview of online marketing tactics
• Paid search:
− Paying to have ads displayed by search engines for specific search queries
− Used for lead generation and testing
− Comparatively low cost. Drive traffic immediately. Easily measurable
− Not free. Requires expertise
![Page 16: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/16.jpg)
An overview of online marketing tactics
• Social media:
− Sharing content on social networks and interacting with users
− Used for lead generation and customer retention
− Free. Viral potential. Can serve more than one purpose simultaneously
− Unpredictable. Can take a long time to yield benefits. Ongoing maintenance
![Page 17: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/17.jpg)
An overview of online marketing tactics
• Email:
− Sending branded content and promotional offers to prospects and customers
− Used for lead generation, lead conversion, and customer retention
− Potentially free. Exceptional long term potential. Easily measurable
− Can take a long time to yield benefits. Ongoing maintenance
![Page 18: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/18.jpg)
An overview of online marketing tactics
• Conversion optimisation:
− Changing website elements to convert more visitors
− Used for lead conversion
− Exceptional and immediate potential. Easily measurable
− Requires specialist expertise
![Page 19: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/19.jpg)
Which tactics should you choose?
• What is your growth bottleneck?
![Page 20: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/20.jpg)
Which tactics should you choose?
• What is your growth bottleneck?
• What are your targets and deadlines?
![Page 21: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/21.jpg)
Which tactics should you choose?
• What is your growth bottleneck?
• What are your targets and deadlines?
• What customer journey do you expect?
![Page 22: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/22.jpg)
Which tactics should you choose?
• What is your growth bottleneck?
• What are your targets and deadlines?
• What does your sales journey look like?
• What is your investment bottleneck?
![Page 23: An Introduction to Online Marketing](https://reader036.vdocument.in/reader036/viewer/2022062323/56815ded550346895dcc1844/html5/thumbnails/23.jpg)
Need more help?
• Evergrow forums
• Greig: 021 671 8225
• Morgan: 021 461 6817