generating sales leads online presented to:westmeath county enterprise board presented by:fergal...
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Generating Sales Leads Online
Presented to: Westmeath County Enterprise BoardPresented by: Fergal O’Byrne, CEO, IIADate: October 2006Venue: Radisson Hotel, Athlone
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2 www.iia.ie
Channels to your Business
1. Online and Offline Marketing
2. Marketing Mix
3. Email Marketing
4. New Channels: Blogging and
Podcasting
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3 www.iia.ie
This internet thing will never catch on
$20Bn
$20Bn
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4 www.iia.ie
Online Marketing
• Definition: Promoting your website
and its content using online
promotion, advertising and
engagement.– Promotional– Informational– Online Selling– Cost Effective
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5 www.iia.ie
The market is big, really big
• Google and Yahoo now claim to have somewhere from 20-100 billion items in their index!
• Over 90% internet users use Search to find sites
• North America = 227 million internet users
• Europe = 230 million users
• Ireland = over 2 million users
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6 www.iia.ie
Ireland as a market
• Over 2 million internet users
• 410,000 broadband users
• Over 60,000 .ie domains registered
• 318,000 people bought travel and accommodation online in 2005 (CSO)
• Between 3-6 billion euro transacted online in Ireland
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7 www.iia.ie
Consumers and the web
• 70% of all e-commerce transactions
originate from a search (Forrester / IAB)
• 60% of web users visit search sites
every month (NOP)
• Over 75% of web users rely on search
engines to find their way around the
web (RealNames survey / IAB)
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8 www.iia.ie
Content Writing
• Content is King!
• For users AND search engines
• 300-500 words per relevant page
• Keep keywords together
• Avoid overuse of phrase of
keywords
• Review by someone outside
business
• Avoid jargon and abbreviations
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9 www.iia.ie
Keyword Generators
Tool Description
GoodKeywords.com Freeware since August 2000
WordTracker.com From £4.20 per day
Yahoo!’s Suggestion
Tool
http://inventory.overture.com/d/searchinventory/
suggestion/
Google AdWords https://adwords.google.com/select/main?
cmd=KeywordSandbox
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10 www.iia.ie
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11 www.iia.ie
Search Engine Marketing (SEM): Paying For Leads
• Search engines can deliver quality
visitors
• Requires constant attention to
ensure the maximum return for your
spend
• Planning campaign deliverables and
budget spend
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12 www.iia.ie
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13 www.iia.ie
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14 www.iia.ie
Optimising Your Ads: Testing Creatives
Tunnel VisionCheap Travel onEurope’s fastest networkwww.eurorail-services.com
European Rail TravelEurostar tickets to London, Paris, Brusselswww.eurorail-services.com
Cheap Eurostar TicketsLow Price Tickets20% Discount Herewww.eurorail-services.com
? % CTR
? % CTR
? % CTR
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15 www.iia.ie
Optimising Your Ads: Testing Creatives
Tunnel VisionCheap Travel onEurope’s fastest networkwww.eurorail-services.com
European Rail TravelEurostar tickets to London, Paris, Brusselswww.eurorail-services.com
Cheap Eurostar TicketsLow Price Tickets20% Discount Herewww.eurorail-services.com
0.4 % CTR
1.5 % CTR
4.5 % CTR
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16 www.iia.ie
To outsource
• Online Marketing Agencies
• Full List on www.iia.ie
• What to expect
• Contracts, deliverables and
Statement of Work
• Avoid the cowboys – promising too
much
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17 www.iia.ie
Email Marketing
• Is Email Marketing for your
business
• Use a Supplier of DIY
• Capturing Email Addresses
• Content, Design and Frequency
• Get Permission - DO NOT SPAM
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18 www.iia.ie
HTML Email Examples
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19 www.iia.ie
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20 www.iia.ie
Email Marketing Suppliers
• Options to Do it Yourself or
employ and agency or ASP service– CheetahMail.com– Newsweaver.ie– Narragansett.ie– Eircom.ie– EzineDirector.com
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21 www.iia.ie
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22 www.iia.ie
Future Areas of Interest
• Blogs– Personal Web Log
– Citizen Journalism
– Commercial Applications, RSS
• Podcasting– Publishing Audio and Video
– Consume content when YOU want to
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23 www.iia.ie
RSS and Podcasting
RSS
• Really Simple
Syndication
• Used by news sites,
blogs and search
sites
• Online RSS Reader
• Included in browser
or web client
PODCASTING
• Another form of
media advertising
• Useful for audio
and video
• Use with meta tags
• YouTube
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24 www.iia.ie
Blogging
• Setting it up is easy
• Managing is not
• So why?– Almost all searches delivers
a blog– Dynamic and up-to-date– Bloggers have visibility and
influence– Has to be content rich and
search engine friendly
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25 www.iia.ie
Set Up Your Own Blog
• Try to set up your own blog
• Go to blogger.com
• Follow the steps and …
• … start blogging!
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26 www.iia.ie
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27 www.iia.ie
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29 www.iia.ie
Some useful reference sites
• IIA Blog (blog.iia.ie)
• Search Engine Watch
• IIA website – www.iia.ie
• Irish Webmaster Forum -
www.irishwebmasterforum.com
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30 www.iia.ie
About the Irish Internet Association
• Formed in 1997 to promote usage of internet as a business tool
• We represent suppliers, users, retailers, government and anyone who conducts business online
• Our goal is to connect, inform and promote the interests of our membership
• We are a non-profit business organisation
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31 www.iia.ie
You decide if IIA Membership is
right for your business
• To join online go to www.iia.ie
• Email [email protected] for more
information or, fill out an
application form
• Or contact us – 01 453 5707