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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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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This internet thing will never catch on

$20Bn

$20Bn

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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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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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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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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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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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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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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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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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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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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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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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HTML Email Examples

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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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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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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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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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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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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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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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You decide if IIA Membership is

right for your business

• To join online go to www.iia.ie

• Email fergal@iia.ie for more

information or, fill out an

application form

• Or contact us – 01 453 5707