Online Marketing A to Z

Online Marketing A to Z

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  Online Marketing Ato Z: websites, social media, video marketing and more! Andrea Fischetti
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  Background – AndreaFischetti • Based in Chicago • 6 years experience in video marketing • Write for Pet Age Magazine and WPA Briefs about online marketing topics • Managing Director – ReelPaws Productions – Only production company in the country that specializes in producing content for pet brands – Clients: Stella & Chewy’s, Merrick Pet Care, Front Porch Pets Sam’s Yams, Nature’s Logic, HH Backer Associates, PetMD, and Pet360 – Create content for online advertising
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  Overview • Trends • OnlineDemographics • Online Marketing A to Z – Website & SEM – Social Media • AdvancedTopics – Email / Newsletter – Blog – Video Marketing • Take HomeTips 3
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  Online Marketing Ato Z • Trends – More and more people connecting to the Internet • For longer amounts of time  more deeply engaged – Computer still primary device used for internet • Increases in mobile phone & tablet as 2nd most
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  Online Marketing Ato Z • Demographics – Baby Boomers • Most growth currently – Generation X – Generation Y / Millennials • Will become the most important in the next 5-10 years – Generation Z • Spend entire life next to smart phone • No concept of life before social
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  Online Marketing Ato Z 1. Website & SEM 2. Social Media ------- 3. Email / Newsletter 4. Blog 5. Video
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  Online Marketing Ato Z • Website – Contact info is easy to find • Location, e-mail, phone number, and/or submission page – Strategize your site content – GOAL = get onto the first page of search results • Most customers don’t bother to go to the 2nd page of results
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  Online Marketing Ato Z • Website (continued) Alphabet Soup… – Search Engine Optimization (SEO) = focus on Organic search results • Organic = naturally occurring due to good content, site traffic, etc. • Determines your webpage presence (especially page ranking!) on the search result in search engines • Focuses on building traffic
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  Online Marketing Ato Z • Website (continued) Alphabet Soup… – Search Engine Marketing (SEM) = Both paid and organic search results • Paid = eg. Google Adwords) • The wider discipline that incorporates SEO • Purchase the relevant keywords for your business and purpose • Pay-per-click advertising
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  Online Marketing Ato Z • Website (continued) Alphabet Soup… – Search Engine Marketing Management (SEMM) • Similar to SEO but focuses on return on investment (ROI) instead of just building traffic • Focus on web page layout design and how the content and info is displayed
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  Online Marketing Ato Z • Website (continued) – Internal SEO • Page URL: Short, properly spelled, and easy to remember • TitleTags: Name each page • Sitemap: Helps site to be crawled and indexed by search engines • 404 Custom Page: Custom error page rather than a broken link • Headings: Give clear hierarchy to site and keywords in heading • Image Optimization: Attach a description to each image • Keywords: Use in body of text on site but MUST BE RELEVANT to your content
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  Online Marketing Ato Z • Website (continued) – External SEO • Directory: Submit your website to relevant online directories • Social Bookmarking: tagging, linking to pages through social media, saving & organizing links on the web • Blog Activity: Comment and engage on other’s blogs • Q&A websites / forums: Engage and interact with others
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  Online Marketing Ato Z • Website (continued) Recommendations: – Regularly update content on your site • Updates show activity and tells crawlers that the site is in operation • High quality & quantity content will keep visitors returning – GoogleAds • Researching and purchasing keywords makes online advertising easy – Watch your reports • Compare traffic before and after changes to gauge effectiveness
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  Online Marketing Ato Z • Social Media – Social media is transforming how consumers make purchase decisions. (2012 Nielsen Report) • Learn about other consumers’ experiences • Find more info about brands, products and services • Find deals and purchase incentives – 55% of consumers disappointed by brands’ communication on social media – Advertising by peers more influential
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  Online Marketing Ato Z • Social Media (continued): – Social care = customer service via social media • Blurred line between marketing and customer service • Company’s FB page #1 location (Nielsen 2012) – 9 in 10 consumers said they were unlikely to buy from a brand that ignored their complaints on Facebook or Twitter (2012 Conversocial study)
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  Online Marketing Ato Z • Social Media (continued): – Businesses can no longer control their brand’s image entirely • BUT, they do have an opportunity to participate in the conversation and send messages using the same tools and channels as consumers.
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  Online Marketing Ato Z • Social Media (continued): Facebook: social sharing site • 1 Billion active users worldwide • Largest opportunity to communicate with consumers Twitter: micro blogging site that limits each post to 140 characters • 560 million active users • Largest penetration in the U.S.
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  Online Marketing Ato Z • Social Media (continued): LinkedIn: business oriented social networking site • 240 million active users • 79% of users 35+ Google+: social network built by Google that allows brands and users to build circles • 400 million active users • Not as many brands active, growing rapidly
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  Online Marketing Ato Z • Social Media (continued): Pinterest: social site that is all about discovery • 70 million active users • 68% female • Largest opportunities: fashion, décor, baby, etc. Instagram: social sharing site all around pictures and now 15 second videos • 150 million active users • Brands participating through the use of hashtags and posting pictures that consumers relate to
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  Online Marketing Ato Z • Social Media Tips: – Share 80% content that supports the way your company thinks and 20% of your own content – Don’t want to advertise – want to talk, listen, & respond • Think of your audience!!! • Real conversations, authentic content, active engagement – Gather info  better understand customers • Need to be spontaneous, take risks to see most benefit
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  Online Marketing Ato Z • Social Media (continued) Tips: – Facebook 2-3 times per week • Avoid overt marketing messages • Hashtags – Twitter 2-3 times per day • Manage with HootSuite or similar • Hashtags – LinkedIn 1 time per week • Keep it business-related (no personal photos!) • Online groups/forums offer FREE learning opportunities
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  Online Marketing Ato Z • Email/Newsletter – Targeted marketing – More people have email than social media accounts – Personal contact – More attention and “face”-time – A medium through which customers are used to receiving marketing messages
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  Online Marketing Ato Z • Email/Newsletter (continued) Tips: How to do it well: – Be careful with how you manage your contacts – Post at regular time intervals – Be a resource! – Calendar/Events in your community – Other things your contact list may be interested in
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  Online Marketing Ato Z • Blogging – Third-most influential digital resource when making overall purchases • come after product & brand websites – Technorati Report: • Consumers said they rank blogs higher than Twitter for shaping their options • Higher than Facebook for motivating purchasing decisions – More effective than social media!
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  Online Marketing Ato Z • Blogging (continued) Tips: – Connect with bloggers • Both free samples & paid opportunities • BlogPaws, BarkWorld – Keep it real & honest
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  Online Marketing Ato Z • Video Marketing – Barriers to video: • Time –Too much work! • Money –We can’t afford it! • Perception – It doesn’t increase sales or donors! These reasons are wrong.
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  Online Marketing Ato Z • Video Marketing (continued) By the Numbers… – 57% of consumers said that product videos make them more confident in a purchase and less likely to return an item – 1 in 3 consumers watch video on a product page all or most of the time when they encounter it – 41% of consumers more likely to share product videos than other product content
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  Online Marketing Ato Z • Video Marketing Reasons to do video: – The truth is that online video marketing is: • Fairly inexpensive (and thus quite affordable to many businesses) • Online videos will always accessible to consumers and prospects for a long time, thus, they are cost-effective
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  Online Marketing Ato Z • Video Marketing Reasons (continued): – Search Engine Optimization (more hits to your site) – Increased length stay on your site •  Increased sales – Increased customer satisfaction – Decreased product returns – Video can be incorporated into all of the marketing channels mentioned today!
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  Online Marketing Ato Z • Video Marketing Tips: #1: Identify your audience • Who is your audience? • What does your audience want? • What will your audience share? • What will keep them coming back? • What audience do you want? #2:What is the message you want to send? • DIY vs. Paid – what to do in-house, when to hire a pro
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  Online Marketing Ato Z • Video Marketing Tips (continued): #3: Don’t forget a call to action #4: Length • As video length goes up, viewership goes down • Multiple, shorter videos is better #5: Engaging and Interactive • Make sure the first few seconds are very compelling
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  Online Marketing Ato Z Video Marketing Tips: • Make video that is: – Engaging – Enjoyable to watch – Customers will comment on – Customers will share – Can optimize traffic • Good return on investment
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  Online Marketing • TakeHome Tips: 1. Consider your audience 1. Watch your stats – what is popular? 1. Be on the lookout for things that are new, informative, and interesting
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  Online Marketing Ato Z • Conclusion: – Why IsVisual Content Important? – Internet Marketing A to Z • Website & SEM • Social Media – AdvancedTopics • Email / Newsletter • Blog • Video Marketing – Take HomeTips
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  The End • Questions?