online marketing foundation 2014
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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 - PowerPoint PPT PresentationTRANSCRIPT
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Directories – print versions go out of date / expensive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?
