online advertising 101
DESCRIPTION
Dropp were pleased to be invited to talk to a group of new business start-ups about online advertising.For all you that were kind enough to give your attention, the presentation is available here to download as a Power Point file.TRANSCRIPT
Online Advertising 101
Who Am I?
• Niall Flynn [email protected]• Online Developer• Search Engine Optimiser• Online Marketer• Worked in Online Advertising Since 2006• Developer since early 2000
Places I Have Worked
vStream • Video Production, Video Advertising.• Lisbon Treaty 2008.• Jameson 360 Video Network.Rothco • Full Service Advertising Agency (AIB, O2, Currys &
Dublin Bus).Dropp• Web Development, Design & SEO for SMEs.
Why Advertise Online?
It’s Cheap
The Audience is Large & Diverse
Accountability
Device Convergence• Computers• Phones• Set Top Boxes/TVs• Gaming Consoles• Fridges?
It is Engaging•Rich Media•Text & Images•Video•Audio•Gaming•Online Chat•Social Media
Opens a Conversation• Build Customer Data Bases• Make direct contact• Online Surveys• Tracking & Cookies• Facebook Likes, Ratings & Comments
Questions?
What are your Businesses Unique Selling Points?
What is a USP?• Price (High or Low)• Service• Approach• Specialisation• Brand
What are your USPs?• Have you competition online?• Have you competition offline?• Is it Price?• Can you offer a free online
service?• Are you the USP?
Put Your Best Foot Forward Online
• Branding, not to much not to little.• Be careful of your personal Social
media profiles.• Grammar, typos, tone and
language.• Don’t Spam, enquire.
Share Your Knowledge & Increase Traffic
• You have valuable insight into your business, products, service or industry.• Sharing this in the form of
news or blog posts can add to your online reach.
Product, Product, Product!
• Your product/service is the most important facet of your advertising strategy.• Show your product in its best light.• Over explain without losing tone.• Cross promote, without highlighting
competitors.• Listen, respond and convert.
Questions?
Online Engagement, Calls to Action & how to Engage Online.
Engagement?
• Online is not print!• Online Games?• Video.• Blog Discussions.•Mailing Lists.
How to measure Engagement
• Set Goals e.g 100 followers on Twitter.•Monitor•Measure• Ask
Calls To Action Keep It Simple
Calls To Action That Work
• 1-3 Message Cycling in a feature area on your home page.
• Simple clear messages.• Legible on all devices.• Simple Navigation.• Call to action to ‘get’ or follow up, ask your
user to do something.
Calls To Action Keep It Simple
Calls To Action What Not To Do
• More than 7 menu items is confusing.• Multiple navigation menus mean sub sections
are lost.• Lack of feature content & no call to action are
not engaging.• Visual clutter is a subconscious turn off for
visitors.
Follow up
• Stay in Touch.• Build A Mailing List.• Offer Seasonal Services.• Sales, Offers & Vouchers.• Do not spam!
Questions?
What Does Conversion Mean to You?
What is a Online Conversion?
• Direct Sales• Branding• Awareness• Advertising Revenue
ROI - how can it be Measured?
Return on Investment How can it be Measured?
• Paid Advertising• Social Engagement• Sales Increases• Raising Awareness• Reach
How to Plan, Research & Finance
Online Trends• Spot them and jump on the bandwagon.• Monitor Competitor Blogs & Websites.• Keep up to date.
Online SWOT Analysis
Online SWOT AnalysisStrengths• Am I alone online?• Can I register a good .ie or .com domain
Weaknesses• I have no online presence• My online presence is weak• I am not selling online
Opportunities• There is a demand for what I do offline• Keyword research shows a high demand
Threats• I have heavy competition from a large brand• My competitor currently pays for my brand name
Cost Estimation
What will it cost?Web Development• Is affordable and most websites can be completed for €500-€1,000.• Is quick and should be done within 7 days.
Graphic Design• Can be a longer process.• Normally set in hourly rates of €30-€80.
SEO• Charged by the hour €50-€80.• Should be results driven and offer support.
Advertising/Paid SEO• Third party costs.• Management is generally a % of the cost.• This should include goal setting and reporting.
Funding & Grants
Funding & Grants
Venture Capital• Tough to get but it is still out there, a good idea
requires a business plan and pitch.
The Bank• Again tough but it can be done.
Enterprise Boards & Grants• Again tough but it can be done.
Questions? – Short break.
Breaking Ground or Making Repairs
Getting Started Online
• CRO and the IEDR, choose a good domain name.
• Domains & Hosting.• Design & Branding.• Copy Writing for Online.• Social Media faux pas .
Assessing your current online presence
• Look & Feel• Am I mobile Enabled?• Page Rank• SERPS, are you visible for your business
terms?• Your current spend, should you increase or
reduce?• Online Copywriting
Questions?
Websites
Websites – The Core of your Online Presence
• Types of Sites– eCommerce– Brochure– Magazine/Blog– Forum/directories
• Focused Goals within sites• Tracking & Analytics• Device Convergence - the mobile web• Flash & Apple• Flash Alternatives
Questions?
• ‘Micro Blogging Platform’, which is said to have evolved from IRC, a text chat technology from the late 80s
• Short Snappy 140 character messages, owed to its initial use on SMS carriers in the US.
• Terminology– Tweet; or message 140 characters or less.– RT; A ‘retweet’.– @; a direct message.
• Short URLs e.g. bitly• Very Powerful, very trend driven, use it with caution.
21 Billion Tweets
Twitter Dos & Don’ts
Good idea• Follow your client base and offer them the ability to
follow you.• Output your news and events via twitter.• Respond to clients or potential clients.
Bad Idea• Do not start chats online.• Do not let your client base know about your breakfast.• Do not mix business with pleasure.
Twitter Needs A Client
• What is a client?• Why not the web interface?• Multiple accounts?Examples• Tweet Deck (Desktop & Mobile)• Tweetie/Twitter for iPhone(Mac & iPhone)• Uber twitter
Questions?
• Social Media Platform, started in Harvard.• Grown exponentially• Half of internet traffic is fb, it out ranks Google• 1.2 million active Irish users• Best ROI on CPC advertising• Free to use as an individual or brand, this has
begun to change and fb will continue to monetise their business sales model.
Facebook Dos & Don’ts
Good idea• Set up a fan page.• Promote your twitter via your web site.• Remember fb is internet down time, try a little humor.
Bad Idea• Do not start a profile for a business.• Do not blatantly market on fb.• Be careful, nothing is deleted.• Fb Ownership & Rights, who owns the content?
Questions?
• Professional Social Media Platform.• Great for online networking.• Great for HR.• The serious side of Social networking.• Add yourself & company profile• Encourage employees to add to the network.• Link to you site and blog.
All The Rest.
Social Media What to Use & Why
• Do I have the time to invest in this?• Do I know how to do this?• Is there a member of staff that can do this?• Should I hire someone to manage my social
media?• Where are my client base?
Social Media Strategy
• KISS• Are you raising awareness?• Are you trying to sell a product?• Are you a service provider offering an online
niche service?• Listen, Respond, Monitor & Review.• Social Media Engagement, how can it be
measured?
Questions?
Apps
Apps?
• What is an App?• Devices• Platforms• Do you need an App?• How to monetise Apps• HTML5 what it will mean for online in the
coming years
Questions?
Online CRM
Online CRM
• Online Customer relationship management (CRM)• EDM & DM• Mail Chimp & An Post, the difference,
between the 2.• Online lead generation• Mailing lists, Internet gold!
Questions?
Online Reporting & Reputation Management
Online Reporting & Reputation Management
• Google Analytics• GetClicky• Google Alerts• 3rd Party• Online Market Research
Questions?
SEO?
Search Engine Optimisation
• What is SEO?• How can it help you business?• Paid SEO• Organic SEO• Social• White, gray & black hat SEO
Questions?
Online Advertising
Online Advertising
• Budget• Banner Ads• Cost Per Click• Twitter• Facebook• Directory listings• Back links
Questions?
Site Clinic/Q&A Session
