online marketing - understanding the basics

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INBOUND MARKETING ‘Telling your story to sell your brand online’ Margot Mulcahy

Author: mdmpr

Post on 13-May-2015




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Understanding Inbound Marketing, Building and Structuring your web site and some basic SEO tips


  • 1.INBOUND MARKETINGTelling your story to sell your brand onlineMargot

2. Outbound = OfflineFinding Customers through Interruption MarketingDirect Mail, cold-calling, TV, advertising, brochures, trade shows, etc.Buying peoples interest in what you are sellingInbound = OnlineCustomers Finding You through good online contentWeb, SEO, Blogs, Social Media, etc.Earning peoples interest instead of buying it 3. Attracting customers with a marketing magnet SEO Social Media Blogs Key words Good Content 4. How to Get Found: Create a keyword strategy Optimize your website Create a blog Develop marketing offers Promote offers through social media Convert website traffic into leads Follow up on leads with targeted messages Optimize your marketing for mobile viewingNB60% of internet users now use their smart phones to check the web -by 2014 this will overtake desktop usage. 5. Explain more about social media? Is my web site ok? Is Blogging that important? What should I talk about? I dont understand SEO 6. Understand your target audience, your goals and anticipated time commitmentChoose the networks that fit into the above and forget about the rest.Understand social media etiquette:* Frequency and consistency are the keys to social media success* Do not over-commit* Do not over-share* Be social, not selfish* Follow the rules (they all have them!)* Do not be a spammer* Make smart connections* Give credit where credit is due* Keep it PG and PC* Be patient 7. If you have a web site, ask yourself these questions: Is my website attractive and engaging? Does my website have a strong call to action or message? Is the content structured in an easy to understand format? Is the website navigation easy? Is my website linked to my Social Media networks Do I have a blog? Can visitors easily contact me or find my location?Check your sites marketing capabilities by running analytic or you DO need a new web site and if you dont have a web site - you should ! . 8. Plan each page as if it was a web site in its own right, with clearly defined headings, graphics and calls to actionConsider the following:PurposeWhat is the purpose of the site? What do you hope to accomplish by building this website?Target AudienceWho are the specific group of people you need to target?TechnologyWhat technical features do you need? CMS and Shopping Carts, etc.ContentWhat kind of information will the target audience be looking foron your site?Remember that Content is King! 9. Start with Content and Structure not design 10. Write your first draft Cut it in half Cut it in half again Add bullets or numbered lists where possibleContent is Not Just Text ! Images Documents Audio (i.e. Audioboo) Video (i.e. embedded from YouTube) Blog and RSS feeds (Twitter/Facebook stream). 11. Family members or friends building your site Dodgy developers Pick a project developer by reputation andcheck their referees ! Ignore your own preferences Focus on the users and goals If you pay peanuts you may get monkeys! Be wary of FlashAbove all be flexible, be braveand think outside the box! 12. Your blog is the home of magnetic content Inbound marketing starts with blogging A blog is the best way to attract new visitors to yourwebsite Companies that blog get 55% more leads than thosewho dont A blog is a perfect medium for delivering regularlychanging web content to your web site 13. What to talk about? Products and services News & Promotions Successes and innovations Satisfied customers Happy employees Future plansThe Result: Creates Awareness Develops Relationships Establishes Credibility Wins New Business 14. Search Engine Optimisation the basicsWeb Search Engines: They create listing by crawling the web called spiders, algorithm, bot, etc. They Read text not images They index, calculate, merit relevancyand retrieveSearch engines find you through your key wordsKey words are used in your source code as well as your sitecontent 15. Key words, Meta Data, Tags?Your key words are the words that you are optimizingyour site forYour "meta-tags" are the words thatyou put inside your sites pagesHelp in sourcing your Keywords canbe found:http://marketsamurai.com 16. What is the Source code?Right-click your mouse on any web page and you will see 17. Your meta data includesYour Page TitleYour Page descriptionYour Keywords 18. Your meta dataPage TitlesWrite your title for your visitorsKeep it under 66 charactersUse your primary keywords & keyword phrasesYour Page descriptionWrite your description for you visitorsUse 20 25 words or 255 charactersUtilise your top 2 keywordsCreate a different description for every pageAbove all keep it real! 19. The end brings us to the beginning!.and brings us to the end ofour whistle stop tour onInbound marketing!