Internet Marketing

Alison Nicholl

eBusiness Manager

Internet Marketing

www.investni.com

Internet Marketing

• “Online is old news. Online in social media is today's news … Social media is not a subset of the internet. Social media is the internet.”

Sean Case, Senior Vice President of Sales and Client Service –Peanut Labs

Online Selling

• Marketplaces now account for a huge chunk of global e-Commerce activity:

- 30% in the US and UK

- A staggering 90% of online spending in China. (Tamebay)

Social Media

• Is there an opportunity?

• Need to think about Campaigns and Objectives

• Skills/Resources to execute?

General Social Media

• What is the Goal?– What do you want to achieve?

– Bookings, Brand Awareness, Customer Service

• Fans, Followers, Likes– What will that do for the business?

• Need to create engagement– Get your posts seen first of all

– Likes, Comments, Shares, Re-Tweets

– Challenge for SME’s

Starting a Facebook Page

• Spend some time on Facebook

• Create a business page not a personal profile

• Create a good cover image and complete all information

• Understand your goals and what you are trying to achieve

– Bookings, Brand Awareness, Reputation

• Know who your customer is!

Facebook

• Think about content that will Engage

• Becoming difficult to get posts onto your fans Newsfeed– Newsfeed Algorithm

• Advertising Platform is Now Key– Potential to pay for exposure to new and existing

‘fans’

• Drive people back to your website

• Integrate Bookings Directly on Facebook

Facebook Takeaways

• Think in terms of Campaigns

– e.g. Increase bookings from a specific target group

– Get more ‘likes’ from people in an area

• Look into the Advertising Options

– Target specific demographics

– Target Friends of Friends etc

• Use Facebook Insights

– Measure what’s working

Twitter for Business?

• Not just for Marketing

• Fantastic source of information and learning from others

• Powerful Tool for engaging with Customers and Customer Support

• Keep people informed

Important - #hashtags

• People use the hashtag symbol # before a relevant keyword or phrase (no spaces) in their Tweet. This categorises those Tweets and helps them appear more easily in a Twitter Search.

• Clicking on a hashtagged word in any message, will show you all other Tweets marked with that keyword.

• Hashtagged words that become very popular are often Trending Topics.

Tweeting

• Tweets, 140 characters, be creative

• Twitter uses a Link shortener

• @Reply to others directly

• Use direct message facility when appropriate

• Re-Tweet interesting stuff, people will like you for it

Twitter Takeaways

• Use the search facility

• Understand #hashtags and use

• Join the conversation

– Look for opportunities

– Don’t over do selling

– Be nice to people

• Tweets from influential customers would be nice

Old Mill Saddlery Case Study

• https://www.youtube.com/watch?v=LRKJemPQcp4&index=5&list=UUPaw-eoZzY6ltSYHo5W-MWw

Measurement – Google

Analytics• Make sure its installed and use it regularly

• Set Up Goals

– Bookings, Downloads, Video Views etc

• Use UTM tracking URLS – which campaigns are delivering

• Use Advanced Segments

– How do different types of traffic perform

• Maybe set up automated reports

Google Analytics

• Free Tool to measure/track activity on your website

• Implemented by placing tracking code on your web pages

– Usually very easy to do

• https://econsultancy.com/blog/64297-18-useful-google-analytics-custom-reports-segments-and-dashboards-for-seo#i.1g515vz187idif

Typical Home Page

What does it measure

• Visitors

• Time Spent on Site

• Pages Viewed

• Bookings Made

• Bounce Rate

• Conversion Rates

• Country

• Age/Gender

• Source

• New or Return

• Device Used

• Language