WebResults.ie Smarter Web Strategy

Rosey Broderick, WebResults.ie

Smarter Web Strategy

The successful approach to building quality customers through the web

Nov 2012

What are your biggest issues in relation to

the web?

Not enough time?

Not sure where to start?

Too costly to outsource?

Not sure what the benefits are?

Background

• Many years working in technology sector. National & international markets Marketing / Business Development with a focus on online marketing/web)

• 2006 – set up HomeWise.ie

• 2007 Set up to help businesses ‘get customers online’

• Mentoring

• Training with various organisations, DMI, Fitzwilliam Institute, Sureskills, Enterprise boards etc

Step 1: Set clear objectives

Step 2: Understand your marketplace

Step 3: Analyse your existing web presence

Step 4: Put action plan in place to drive quality visitors

Step 5: Measure/Monitor to establish sources of quality traffic

Approach to Web Marketing Strategy?

What are your business objectives from the web?

Step 1 – Set Clear objectives

Step 2 Understand your market

Market research

• Assess your market potential

• Get to know your Target market:

- Who are they ?

- What are they doing on the web?

• Competitor research

What is your market potential?

2011 - 43% of Irish adults had shopped online in the previous 12 months

Dublin top for ecommerce

Followed by The West

Ireland - Ecommerce

What Geographical markets are a priority?

Local, regional, national, international

Targets & Influencers

Define

Who is your target market Prioritise them (1 = most important etc)

What do they do?/what is their behaviour? Do they use the web to research/purchase your products/services? Do they use search engines? What social networks & other websites do they use?

What triggers them to look for your products/services?

What are their motivations?

What are their issues?

What solution are you providing your customers?

Research & Planning

Step 3 – Look at your current web presence

-No of visitors in the last month

-Source (where they came from)

-No. of conversions

How you are performing on the search engines?

Presence on Social Networks?

Where you are in relation to competition?

Step 4 - Put an action plan in place

-With clear objectives from the web

- Having identified any weaknesses in your existing presence

- Now knowing your target markets interests & behaviour

- With your competition in mind

-Devise your marketing strategy and set out actions

Defining your Web Marketing Strategy

Engage with them

Convert them

Give them a

reason to return

Monitor/ Measure

Get people to site

Web Strategy

Elephant campaign

Belgium

http://www.youtube.com/watch?v=F1uwexYeKAg&feature=player_embedded

Getting your website in order

How does your website perform?

• Design/look and feel

• Usability & Navigation

• Tools & Functionality

• Strong calls to action

• Search Engine Optimisation

• Good measurement and tracking

Data collection & feedback

Developing a content plan

• Both on your site and off your site ( on other sites/social networks etc)

Web Strategy

Keyword research

Google keyword research tool

What is relevant to my market?

What will drive them closer to the sale What are they talking about on the social networks

Monitoring conversations • SocialMention • Hootsuite

Monitoring groups in LinkedIn Keyword research No of searches relevant to your business

WebResults.ie

Content Plan

Social Mention

Hootsuite

Monitoring conversations

Monitoring groups

Keyword research

Web Strategy

Which activities to reach your targets • Search Engine Optimisation

• Pay Per Click

• Social media

• Blogging

• Viral Marketing

• Online Advertising

• Partnership marketing

Pay Per Click - Google Adwords

• Very targeted

• Gives good understanding of your market

• Test to establish ROI

• Focus on what works

Which social networks?

What formats?

How regularly?

Web Strategy

Social Media – Clear objectives

Web Strategy

Social media

Consistency

Regular & relevant

Manage - respond

Web Strategy

Online Advertising

Online Advertising

Web Strategy

Email

Affiliate Marketing

A business rewards one or more affiliates (publishers) for each visitor, lead or customer brought about by the affiliate's marketing efforts

Mobile Marketing

Consider all activities for mobile SEO for mobile Google Adwords for Mobile Display adverts QR codes etc

Web Marketing - Devising a web strategy

Web Analytics

•What works?

•What doesn’t?

Web Marketing Strategy How do I generate new business/ leads through the web??

Web Marketing Strategy Step 1: Set clear objectives

Step 2: Understand your marketplace

Step 3: Analyse your existing web presence

Step 4: Put action plan in place to drive quality visitors

Step 5: Measure/Monitor to establish sources of quality traffic

Web Marketing Strategy How do I ensure these visitors are high quality potential

customers?

• Regular

• Focused

• Interesting

• Fun

My Action plan

• Nov

• Dec

• Jan

Web Strategy

Effective use of Digital Marketing Fully measurable – highly effective

WebResults.ie, 1A Richview Office Park, Clonskeagh, Dublin 14 [email protected] (01) 2071872

Questions?

Thank you

Ford Fiesta

100 socially vibrant social media fanatics

18 months prior to release in US

Had to share their experiences of the car over 6 months

Blogs, Twitter, Facebook, Flickr and YouTube channels

• 11 million Social Networking impressions

• 5 million engagements on social networks (people sharing and receiving)

• 11,000 videos posted

• 15,000 tweets.. not including retweets

• 13,000 photos

• 50,000 people who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97% of those didn’t currently drive a Ford vehicle

The Results