A short presentation on Internet Marketing. Presented by www.eskimosoup.co.uk

1. Chris Middleton

2. Internet Marketing

3. Covering
• Push Vs. Pull
• Analytics:
– What can analytics provide us with?
– How can we use this information to design a
marketing campaign?
• How we do it:
– Persuasive marketing
– Generate traffic
– Content sharing
• Integrate

4. Push Vs. Pull

5. Push Marketing

6. Pull Marketing

7. What Can Analytics Provide Me
With?

8. Google Analytics

9. Keywords

10. Location

11. Devices

12. Browser Type

13. Mobile

14. Screen Resolution

15. Conversions

16. Conversions

17. Email Analytics

18. Test Content

19. Test Databases

20. Test Days and Times of the Week

21. How Can We Use Analytics To
Design Marketing Activities?

22. Keywords That Provide Visitors

23. Keywords That Convert

24. How Do We Find These
Keywords?
–Brainstorm
–Ask customers
–Google Keyword Planner
–Test in Google Adwords

25. How Do We Know These
Keywords Are Converting?
–Visitor analytics
–Enquiry form entries
–Keyword telephone call tracking
–Record in CRM system

26. Structure A Website That Converts
“Give me six hours to chop
down a tree and I will spend the
first four sharpening the Axe”
Abraham Lincoln

27. Structure A Website That
Converts
– A website should convert as close
to 100% of visitors as it can
– Design, structure and content is key
– Create landing pages
– Test landing pages

28. Evaluate

29. How We Do It

30. Persuasive Website

31. Salesperson That Never Sleeps

32. The Website Needs To Answer All
The Questions A Salesperson Would

33. B2B Buying Process
http://www.inboundsales.net/blog/bid/49600/A-Guide-to-U

34. B2B Buying Process
The early stages of the buying process has changed. Now many B2B
buyers rely on online resources and not salespeople for information.

35. The website has to provide
information to satisfy different
personality types and for different
stages in the buying process.

36. Content
Forrester Research reports that 65% of sellers that create the
buying vision during these early stages, get the deal.

37. Your Website Needs to Provide
Straight Forward Answers
– FAQ’s
– Graphical guides
– Video overview
– Reviews
– Price
– Awards
– Contact details

38. And Detailed Complicated Answers
– Technical download sheets
– White papers
– Product / service video demonstrations

39. Generate Traffic

40. Search

41. Adwords
– Instant position on page 1
– Can test keywords and ad creative quickly
• Review and improve
– Lower click through rate than top organic
position

42. Organic
– High click through rates for top positions
– Takes time
– Broad keywords are competitive

43. Organic Click Through Rates

44. Paid Vs. Organic Click Distribution
http://econsultancy.com/uk/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic

45. Who Clicks On PPC?

46. Google Vs. Bing

47. Social

48. Social Paid
– Age
– Gender
– Location
– Interest

49. Social Improves SEO

50. Content Marketing
– Google likes quality content
• Blog sharing
• Social Sharing
• Onsite
– Direct marketing:
• Email
• Post

51. Case Study

52. Target Audience

53. Create Content For Target
Audience

54. Share Online

55. Publish Content On Your Website

56. Integrate Pull / Push Marketing

57. It’s Noisy Out There

58. Think big?
Think different.

59. Don’t Be A Carbon Copy

60. Copies Have No Distinguishing
Features

64. Above the Aircon it says “not that Kulula planes need
it… they’re already cool”.
Overhead cabins – “VIP seating for your hand luggage”
“Black box which is actually orange”
Fuel tanks – “the go-go juice”.
The captain is described as “The Big Cheese”

66. "Ladies and gentlemen, we've reached cruising altitude and will
be turning down the cabin lights. This is for your comfort and to
enhance the appearance of your flight attendants."
"Ladies and gentlemen, we have landed in Cape Town .
Please take all your possessions. Anything left behind will be
shared equally between staff. Please note we do not accept
unwanted mothers-in-law or children."
"Welcome to Johannesburg, if this is not where you
were intending to go then you have a bit of a
problem."
“Have you heard the latest Cabin Crew lingo? BOB (BestOn-Board)if you are a BOB – you are the best looking
man/woman onboard” – facebook comment

67. Give Your Audience A Reason To
Talk About You And Connect

68. dollarshaveclub.com

69. To Finish
•
•
•
•
•
•
•
•
Analyse
Measure
Improve / delete campaigns
Create the best online salesperson
Provide relevant engaging content
Share content
Integrate online and offline marketing
Have a personality