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Website Jungle Online Marketing Strategy Seminar

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Information about Website Jungle Online Marketing Strategy Seminar
Marketing

Published on March 11, 2014

Author: WebsiteJungle

Source: slideshare.net

Description

This seminar by Website Jungle shares knowledge and tools to help plan, implement and monetize online marketing techniques.
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Online Marketing StrategyOnline Marketing Strategy Twitter:Twitter: @WebsiteJungle@WebsiteJungle Facebook:Facebook: Facebook.com/WebsiteJungleFacebook.com/WebsiteJungle LinkedIn:LinkedIn: Linkedin.com/company/website-jungle/Linkedin.com/company/website-jungle/ www.WebsiteJungle.comwww.WebsiteJungle.com

AgendaAgenda • Old school marketing vs. new school • Components of online marketing • Selecting a website platform • Selecting an Ecommerce platform • Mobile Readiness • Online marketing strategies • SEO fundamentals • PPC fundamentals • Organic vs. Paid Search • PPC strategy • Q&A

Old School vs. NewOld School vs. New School MarketingSchool Marketing • Old way of marketing: o Open a store and hope that it attracts customers o Push marketing – interrupt consumers at marketer’s discretion (tv, radio, telemarketing, direct mail, print, billboards) o Not very efficient and can be costly • New way: o People search for products and services through search engines, social media, referrals o If you are not found when consumers are searching, that is a loss of potential revenue

Components of OnlineComponents of Online Marketing StrategyMarketing Strategy Mobile/cr oss browser friendly SEO PPC Social Media Analytics Optimized Website / E- commerce Content Strategy (blog, email marketing) Online Marketing Strategy Online Marketing Strategy

Selecting a websiteSelecting a website platformplatform • Open source platforms • Open source software is software whose source code is available for modification or enhancement by anyone. • Popular Open source CMS o Drupal o Joomla o Wordpress • Custom built • Hand coded

Pros and Cons: Web PlatformsPros and Cons: Web Platforms Platform Pros Cons Who is using it? Drupal -Good for data intensive website -Powerful/flexible/stable to build for hundreds/thousands of users -Strong version control makes a good choice for enterprise clients -Steep learning curve- -Good plugins (modules) not free -Lack of Good themes whitehouse.gov data.gov.uk Joomla -Relatively user friendly and easy to use – new users with find UI polished, flexible and Powerful -Strong Developer community -Extension variability – components, plugins, modules, templates and languages -Strong content management capabilities as it was originally designed for enterprise use -Some learning involved -Lack of SEO capability vs. Wordpress (simple plugin) -Limited ACS (access level control), not suitable for enterprise solution Cloud.com Linux.com Wordpress -Flexible enough for fortune 500 companies as well as for small person websites -Allows multiple authors -Huge plugin library -Highly intuitive -Strong SEO -Easy customization with little grasp of HTML/CSS -Easy to hack out of box, third party software to secure -Incompatible with old plugins -Limited design options -Limited CMS capability because was originally introduced for blogging NYTimes, CNN, Forbes and Reuters, more than 68 million websites run on wordpress

Pros and Cons:Pros and Cons: Open source vs. Custom BuiltOpen source vs. Custom Built Custom Built Pros Cons Can be tailor made to suite specific needs of user experience, layout, colors and overall personality Can be expensive and time consuming to build a CMS More secure in general Additional structuring required to make it SEO friendly Can be made lean and focused, avoiding 1 size fits all No plugins Open source Pros Cons Structure of the website is pre-built and plugins available Upgrade & Security when new versions/updates come out User friendly back-end to make changes to the site Slightly more prone to hacking because of being open source Free Requires advanced knowledge of coding to customize (php/mysql)

Ecommerce PlatformsEcommerce Platforms • Open source o Magento is the most popular open-source platform o Other examples: osCommerce, OpenCart, SpreeCommerce, PrestaShop, VirtueMart, Ubercart, Zeuscart, AFCommerce, Zen Cart, Simplecart js, Tomato Cart, CubeCart, RokQuickCart, StoreSprite • Custom – built from scratch o Customizable to suit your specific needs • Hosted o Shopify, BigCommerce o Many of the open source platforms listed above offer a hosted version and enterprise version o i.e. Mangento Go-Hosted version starts at $15/month; Enterprise version: $15,000/year

Ecommerce PlatformsEcommerce Platforms Platform Type Pros Cons Magento CE Open Source -Magento top (200k+ installations) – Nike, Paul Smith, Warby Parker -Payment integration is seamless -SEO friendly – keyword rich urls and generates meta data automatically -Free -Huge library of extensions -Code base is difficult and thousands of file -Needs special hosting, Shopify Hosted Solutions -Hosted solutions, Good for small retailers and start ups -Great support 24/7, built in marketing features -Unlimited plan $179/month and transaction fee -Customization is a problem -If you cancel your account, all your data is lost. Volusion Hosted Solutions -Great design options -Great marketing -Hosting is not the best -Technical support average -Hosting can get pricy - $159/mt Big Commerce Hosted Solutions -Great for startups and small business -Gold plan in $79/mt -SEO friendly – automatic XML sitemap, seo friendly urls and site hierarchy -Ease of use -Mobile friendly -Newsletter integration with icontact -Not responsive, not lot of design options -Limited 3rd party apps -Customization difficult

Mobile readinessMobile readiness • Mobile app use increased 115% in 2013 • In 2013, 17.4% of web traffic has come through mobile, representing more than a 6% increase since 2012

Online MarketingOnline Marketing StrategiesStrategies • 3 components: 1. SEO 1. PPC 1. Other – Newsletter, Viral Marketing etc.

SEOSEO • SEO is the process of improving the amount and quality of traffic to your website. SEO is organic (natural) search. Rank based on PPC bidding Rank based on google’s 200+ parameters

How Google RanksHow Google Ranks WebsitesWebsites Google Ranking of Website Backlinks Social Networking Search friendly graphics Meta Description200+ parameters Keyword density Keyword phrase Relevant & Unique content URL

SEO Strategies: On-siteSEO Strategies: On-site 1. Original Content o Content is KING – blogs, videos, case studies etc o Focus on content that is useful, information and unique 1. Keywords o Keyword research first step in successful SEO strategy o Use Google Adwords Keyword Planner to evaluate competitiveness of words 3. Competitor analysis 4. Meta description o Utilize key words + write compelling content o 155 characters o Should be unique for each page o Focus on value for users and not on search engine as much

Where to find Metadata?Where to find Metadata?

Meta Title and DescriptionMeta Title and Description

SEO Strategies: On-siteSEO Strategies: On-site Keyword search Description under 155 characters Title under 60 characters

SEO Strategies: On-siteSEO Strategies: On-site 5. Title – Meaningful and unique title for each page 6. Product image o Quality images for positive user experience o Image names (alt tags) should be relevant and descriptive (i.e. use RedSofaSpingCollection.jpg instead of image1.jpg) 7.Site Map o Lays out the inner structure of the websites content to the search engines o Site map on home page as well as XML site map inside the code 7.301 Redirect o Permanent redirect from one URL to another 7.Missing page (404 errors) redirect

SEO Strategies: On-siteSEO Strategies: On-site 5. Title – Meaningful and unique title for each page 6. Product image o Quality images for positive user experience o Image names (alt tags) should be relevant and descriptive (i.e. use RedSofaSpingCollection.jpg instead of image1.jpg) 7.Site Map o Lays out the inner structure of the websites content to the search engines o Site map on home page as well as XML site map inside the code 7.301 Redirect o Permanent redirect from one URL to another 7.Missing page (404 errors) redirect

SEO Strategies: Off-SiteSEO Strategies: Off-Site 1. Back-linking o Quality links pointing to your website o Build back links by submitting press releases, submit to popular blogs, good quality product images or graphics that will influence bloggers and websites to link to that content 1. Social Media o Strong social media presence – send search engines signals of influence and authority. o Add Google + to social media strategy 2. Consumer Reviews (Yelp, Trip Advisor, City Search) 3. Search engine submissions / directory listings (DMOZ)

Key Word AnalysisKey Word Analysis

Paid Search (PPC)Paid Search (PPC) • What is it? o It is the process of gaining traffic by purchasing ads on search engines results page (SERP) when someone types in specific keywords or phrases to the search engine. o Instant results, shows up next to organic search results. o Powerful targeted marketing and sales tool o Complements your other marketing strategies, not a replacement • What are the different kinds: o Ad Words (Google) – most popular o Yahoo Bing Marketing

Organic vs. Paid SearchOrganic vs. Paid Search Organic Paid (PPC) Pros: •Results are non-bias •Longer-term ROI - Natural results generate more traffic •Increase traffic without increasing budget Cons: • Top placement can take a long time (months or years) • Placement can fluctuate, so efforts must be continuously maintained • No guarantee results Pros: •Instant traffic – will notice traffic within hours of activating your account •Split testing – can test several ad copies to see which ones convert better •Better tracking Cons: •Can be expensive if not implemented properly •Requires regular monitoring of ad campaigns

Paid Search StrategyPaid Search Strategy 1. Keyword analysis o Create campaign 2. Set a budget o Set a daily budget maximum o Spread budget throughout the day 2. Create Campaign 3. Optimize Ad copy 4. Monitor 5. Review/adjust budget

Marketing BudgetMarketing Budget 1. Where do you want to be next year (set a goal)1. Where do you want to be next year (set a goal) 2. What is your average revenue on each client?2. What is your average revenue on each client? 3. What are you willing to pay to acquire each client? 3. What are you willing to pay to acquire each client? 4. Divide your revenue by average revenue per customer. This will give you how many customer you need to achieve your goal 4. Divide your revenue by average revenue per customer. This will give you how many customer you need to achieve your goal 5. Multiply number of customer needed by cost you are willing to pay to acquire each customer. 5. Multiply number of customer needed by cost you are willing to pay to acquire each customer.

Thank youThank you • This presentation will be made available on our website shortly • Like us on Facebook o https://www.facebook.com/websitejungle • Follow us on Twitter o https://twitter.com/websitejungle • Q&A • Website: www.websitejungle.com • Call us: 1-888-309-3292

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