Generate Sales Leads Online. Generate Sales Leads Online emarketing & Marketing Presenter: Catriona Walsh September 2007

Transcription

1 Generate Sales Leads Online emarketing & Marketing Presenter: Catriona Walsh September 2007

2

3

4 sceb

5

6

7

8 Keys to Generating Sales Leads Online Why the Internet Be Found Attract Ongoing Communication

9 Why the Internet? The Internet isn't going away! 907 million people are now estimated to have access 250 million in N. America 310 million in Europe. Younger people increasingly spend more time online than watching TV!

10 The Irish Market

11 THE FACTS As a result of the internet: 49% of the internet generation state they watch less TV. 33% say they read less magazines. 27% say they read less newspapers. 19% say they listen to less radio. Source: TGI Europa- July 2004

12 Of all the time Europeans spend consuming media (reading newspapers and magazines, watching TV, listening to radio or surfing the Web) 20% is allocated to the Internet Internet 20% TV 33% Radio 29% Magazines 8% Newspapers 10% Source: European Media Consumption Study II Pan-European Results - October 04 Conducted by Millard Brown Base: All Users of each medium

13

14 SOURCE: Chambers Ireland ebusiness Survey 2007

15 Putting up a web site is not enough! Having a Web site by itself is like winking at someone in the dark: you're the only one who knows you're winking!

16 Keys to Generating Sales Leads Online Be Found

17 Marketing is still Marketing The Net doesn't handle marketing for you, it's just a different way to pursue your marketing goals. You have to seek out your customers; they won't seek you out!

18 What is emarketing? Traditional marketing mix 4 P s = efficient strategies 1. Product 2. Place 3. Price 4. Promotion

19 emarketing Mix eproduct strategies Ex. offer customised trainers to users online eprice strategies -Shoparound Auctions tracking Incentives eplace strategies -Online location Position on search engines epromotion strategies Banner promotions Web public relations enewsletters Having a domain name.

20

21 Emarketing assists YOU Build long-term relationships with YOUR customers. This is achieved through: driving targeted users to your site learning valuable information about those users (MINI surveys/competitions/enquiry forms) Metrics - When they use your site- How they find it (Statistics (free with Hosting)- Google analytics (Free ) and by providing relevant content to those users. These factors help build your brand online and enable your customers to engage with your website in the most successful manner.

22 Where do you start? 1. ALIGNMENT - Sales, Marketing, IT 2. RESEARCH - Keyword, Competitor, Market 3. TRAFFIC BUILDING Search Engine Optimisation, Marketing, Advertising etc. 4. TRAFFIC CAPTURE & CONVERSION - Website, Opt-In List Management, Quality Content 5. REFINE Metrics - Statistics & Interpretation

23 THE SEARCH

24 KEYWORDS v s KEYPHRASES 5 word phrases 6% 6 word phrases 2% 7 word phrases 1% 4 word phrases 13% 2 word phrases 33% 1 word phrases 19% 3 word phrases 26% Source: OneStat.com, Feb 2004

25 Search Engine Marketing The process of generating traffic through search engines does not start with search engine submission it starts with the design of the web page. What KEYPHRASES will attract targeted visitors to your site? Search Engine Optimisation How to Optimise Your Site The process goes as follows: 1. Develop as long a list of relevant KEYPHRASES as you can 2. Refine that list based on the popularity of your KEYPHRASES 3. Write the site's (page's) content based on those KEYPHRASES SUMMARY - KEY POINTS SEO 1. META titles are key Description KEYWORDS?? 2. Content text and graphic alt tags 3. IN Bound links using key phrase ex. Web Design Sligo

26 Firefox - View Page Source Explorer - View Source

27 Key word/phrases Tools FREE On the Internet - LIVE efaultview=2 FREE software Paid

28 Search Engines

29 Keys to Generating Sales Leads Online Attract

30 Online Advertising

31 Organic Search Results Generate Sales Leads Online Paid-For Results PPC

32 PROS Targeted reach Greater control Generate Sales Leads Online Google Adwords Measurable value -There is no minimum spending. Set your budget - no minimum spend Avoid guesswork Pay only for results CONS Users are six (6) times more likely to click an organic listing Only 30% of Search engine Users click on paid listings, leaving a full 70% who solely use organic. Trust level for organic results is much higher

33

34 Online Advertising

35 Online Advertising

36 Viral Marketing The voluntary spread of an electronic message from one consumer to one or many others, creating exponential and self-perpetuating growth in its exposure. (The Chartered Management Institute)

37 Mastercard, Visa or AIB? Munster Jersey: 70 Flights to Cardiff: 300 Accommodation: 100 Tickets to the final: 75 Six pack of cans: 8 Having a camera as your mate throws the lips on Mary Harney(?): Absolutely Priceless!

38 Keys to Generating Sales Leads Online Ongoing Communication

39 Marketing 6 Top Tips Generate Sales Leads Online 1. Have a Strategy 2. Build an OPT IN Database 3. Develop Effective Content Subject 4. Develop a Design Approach 5. Execute Professional Delivery 6. Measurement / Metrics

40

41

42 Back in the Office! 1. Subscribe to relevant Ezines e.g.competitors 2. Implement collection into your business processes 3. Document & communicate an strategy 4. Register with Data Commissioner 5. Use testing & build your marketing skills 6. Research software, services and tools on the internet Examples of local emarketing companies Do it yourself: Infacta.ie Group mail & Group Metrics Done for you: emarketing.ie

43

44 Thank You! For Further Information Contact: Catriona Walsh