INNOVIC presents The Opportunity Café 22 March 2013 Online Marketing 101. Presented by DAMIAN NEWTON level91.com.au

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1 INNOVIC presents The Opportunity Café 22 March 2013 Online Marketing 101 Presented by DAMIAN NEWTON level91.com.au

2 Influence on Australian Society Australian Population: 22.6 million Australian Internet Users: 19.5 million (Dec 2011) Market Penetration: 86% (Nielson) Average Age = 37.5

3 Influence on Business 83% of customers use the Internet to research and find potential vendors.

4 Common Marketing Problems Time Poor Reputation, Brand Awareness, Attracting Customers Converting Visitors into Buyers

5 NEXT ACTIONS VISIT LIKE facebook.com/innovic.ideas LIKE facebook.com/level91

6 HOW TO CHOOSE A STRATEGY?

7 TWO APPROACHES Imagine you re a salesman trying to make quota. How would you go about getting more sales? There are really only two choices: 1. Make more sales calls (increase traffic) 2. Convert more prospects (increase conversion) What would you choose?

8 BUSINESS GOALS DEFINE ONLINE KPIs WEB STRATEGY $ WEB DESIGN PERFORMANCE MEASUREMENT LEAD MANAGEMENT (e.g. SALESFORCE) %ROI? $ PAY PER CLICK DISPLAY ADS E-MARKETING SOCIAL MEDIA BLOGGING

9 KNOW YOUR CUSTOMERS Who is your perfect customer? Do you have a primary, secondary, tertiary customer type? This affects ALL your marketing

10 KNOW YOUR COMPETITION Identify Local Businesses offering the same or similar product/service Who shows up in search results? How much shelf space are they taking up? How is their design, and what are they doing with search & social?

11 BALANCE EMOTION WITH LOGIC Logic will get you from A to B. Imagination will take you everywhere Albert Einstein. You are NOT normally your perfect customer. Don t assume we all think like you do. Twitter is for Twits. Unknown, at recent web conference.

12 UNDERSTAND ONLINE BEHAVIOUR Not every business needs a full website Social isn t always the silver bullet for every business Be aware of the time or cost for each solution

13 THE 24/7 WEB & YOUR BUSINESS Are you real-time, all the time? You don t have to be. Customers will complain at some point Be Honest & Responsive Manage your Online Reputation

14 NEXT ACTIONS Google Search your Competitors; don t forget Bing and Yahoo 5 Second Rule Get a feel for how they are doing their online marketing Shelf Space Directory Sites Media Mix How can you be different?

15 NEXT ACTIONS Register your domain name! Not every variant, just the important ones. Create (at least) a landing page or micro site Consider reserving Social accounts (Twitter, Facebook, Pinterest)

16 COOL TOOLS Google Analytics What are your site visitors doing; what devices are they using? Google Trends What are people searching for? What other search terms are similar?

17 OPTIONS FOR ONLINE MARKETING

18 OPTIONS FOR ONLINE MARKETING Websites / Microsites / Landing Pages Blogging Display Advertising / Remarketing Social Marketing SEO / Pay Per Click Directory Sites Marketing & Campaign Automation Video Marketing

19 WEBSITES / MICROSITES / LANDING PAGE 75% of web users admit making judgments about the credibility of an organization based on the design of its web site.

20 LANDING PAGES

21 LANDING PAGES

22 MICROSITES

23 MICROSITES

24 FULL WEBSITES

25 FULL WEBSITES

26 BLOGGING Great for letting your customers know what s happening Awesome for SEO --- Google learns about your site, products, services. That improves where you appear on the search results pages (SERPS) Doesn t need to be War & Peace every time. Just a sentence with some links!

27 SEO and PAY PER CLICK

28 SEO and PAY PER CLICK

29 Display Advertising Building brand awareness People weren t actively searching for you So if they click, it s a warm lead! Remarketing = show banners to people that have been to your site.

30

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34 Social Media Advertising Over 50% of the world's population is under 30 years old. 96% of Millenials have joined a social network. Facebook tops Google for weekly traffic in the US! Social Media has overtaken pornography as the #1 activity on the web.

35 NEXT ACTIONS Don t procrastinate; their isn t a perfect solution Make a Marketing Decision, assign a budget Implement It, Measure It, then Review Allow a reasonable time period before changing! (1 month minimum)

36 OM101 EXAMPLE STRATEGY Basic 5 page Website (recommend Wordpress) With a NEWS BLOG HOME / ABOUT / PRODUCTS & SERVICES / CONTACT US / NEWS Newsletter Subscribe NEWS is updated once per week to help Google learn about your site This means your organic SEO will improve Run a low cost Google Adwords campaign ($20 / day) Set up basic Twitter, Facebook, Linked IN pages even just to reserve the name. Whenever you blog, post to Twitter/Facebook/LinkedIN Once a month, send out an newsletter pointing back to your site.

37 YOUR BUSINESS HAS A PERSONALITY TOO

38 THE DOLLAR SHAVE CLUB VIRAL VIDEO 12,000 customers in the first 2 days their site went live Over 9 million people have watched the video We can t all have this success, but BE CREATIVE IT S WORTH IT!

39 TOOLS & RESOURCES Check out for these slides and links to the tools. They'll be up later this afternoon!

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