Digital Must Dos For 2010

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Digital “Must Dos” for 2010

Using Internet Marketing to Reach Your Customers

March 2010


Bill Clinton

“When I took office, only high energy physicists had ever heard of what is called the Worldwide Web.... Now even my cat has its own page.”


• Without an internet presence in business today you risk becoming obsolete

• Being online effectively will bring customers to you (or your website)

But what if you’ve got a website and no-one knows about it?


18.3 million households in the UK (70 per cent) had Internet access in 2009.

This is an increase of just under 2 million households (11 per cent) over the last year and 4 million households (28 per cent) since 2006.


What is Internet Marketing?


It’s…

• Your website• Distributing news online• Social networking• Online advertising• Email marketing• Search Engine Optimisation• Viral marketing• Mobile marketing


• It’s more measurable than many traditional marketing methods

• It’s very cost effective• Your customers are already

there - using the internet to find information, research before they buy and to buy.


• In 2000 there were 360,985,492 internet users worldwide

• In 2009, there were 1,733,993,741

• 52% of Europe’s population is online and 72% of North America


What Are the “Must Dos”?

• Your website• Distributing news online• Social networking• Online advertising• Email marketing• Search Engine Optimisation• Viral marketing• Mobile marketing


“Must Do” No. 1.

Your Website


Why is it your most important marketing tool?

• All internet marketing leads back to your website

• It’s your shop-window and your brand• You’re looking for some sort of

conversion…• …so landing pages are critical.


good


Bad


Ugly!


How do people find your website?

Do you know?


Website Priorities• Get Google Analytics or similar• Domain name – important for SEO as

well as branding• What are the words people use to find

your product or service (keywords)?• Will it work in all browsers (including

mobile)?• Does it reflect your brand?• Is it up to date?


www.boardgamecompany.co.uk


“Must Do” No. 2Social Networking


Two-thirds of the world’s Internet population visit social networking or blogging sites, accounting for almost 10% of all internet time.

Nielson Report March 2009


• Facebook now has more than 400 million users globally (61million UK)

• LinkedIn has 60mm users worldwide (3 million UK)

• Twitter has 75 million users• YouTube gets 300 million visitors per

month worldwide


Why Use Social Networks?

• Promote interaction and openness• Build a community around your

product/service• Put a human face on your business• Chance to share other rich media such

as video• Links back to your website


Social Networks for Business

• Twitter (offers, events, news, topics)• Facebook Fan Pages (competitions,

products, customer comments, events)• LinkedIn (connecting with other business

people, demonstrating expertise)• Blogs (expertise, tell a story, insight)• YouTube (viral marketing, demonstrating,

testimonials and reviews)





Tips• Think about what’s interesting for your customer,

not you• Once you’ve started, don’t stop! They must be

kept up to date• Blogs preferably weekly, daily if you’ve got a lot

to say• Twitter – daily• Facebook, LinkedIn at least monthly, preferably

weekly• YouTube – as and when


“Must Do” No. 3Email Marketing


Why use Email marketing?


More reasons…

• Low cost• Easy to personalise• Can be interactive• Tracking statistics• Can segment lists• Can automate eg order confirmation• Sign up boxes to collect addresses



Great for:

Calls to action Reminding people

you’re there News Information


According to the Direct Marketing Association, $1 spent on email advertising was shown to return between $45 and $51.

A typical direct mail piece is opened by 4% of its audience, while open rates for email often approach 40%.


“Must Do” No. 4Search Engine Optimisation

(SEO)


Why?• There’s no point having a website if

nobody can find it!• SEO gives your website a better

chance of being found by the search engines for searches relevant to your content

• Which means you’ve got a better chance of appearing on the first page of search results



SEO Benefits

• Organic results are trusted more than paid for advertising

• It’s free• 70% of searchers only look at organic

listings




SEO Basics

• Good content• Optimised page titles, descriptions and

text• Keywords and key phrases • The number and type of links to your

website• Get listed on Google Local Business

Centre



And finally…

Can you reach your customers with viral

marketing?

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Thank you

Karen McNultyMedia Matters