‘Key Elements to a Successful Web Marketing Strategy’. Search Engine Optimisation, Pay per click, Social Media – How to use Facebook, Twitter, LinkedIn for business and we also look at new social Networks like Google + and whether it will play a bigger part in the future in getting you good search engine rankings on google

1. Smarter Web Strategy
WebResults.ie, F6 Nutgrove Office Park, Rathfarnham info@webresults.ie (01) 2071872

2. WebResults.ie
• What do you hope to get from session?

3. Background
• Business Studies & German (Marketing), University of Limerick
• National & international markets
Marketing / Business Development with a focus on online marketing/web
(Creative Labs, Viking components, Eircom.net, Web Reservations International)
• 2006 – set up HomeWise.ie 120,000 monthly visits
• 2007 – WebResults.ie
• Mentor with Enterprise Ireland. Training with various organisations, DMI,
Fitzwilliam Institute, Sureskills, Enterprise boards etc

4. WebResults.ie
• Web Marketing Services Company
• Set up in 2007
• Team of 5 people
• Working with business to get results on the web
• Devise and work with them to implement their web
strategy

5. Approach to Smarter Web 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

6. Step 1: Set Clear Objectives
What are your business objectives?
What are your objectives from the web?
(How will the web help you achieve these business
objectives? )

7. Monthly Objectives
Define your objectives from the Web:
-no of visitors
-source (organic, PPC)
-no & € of transactions
For the next 6 months –May, June, July, Aug, Sept, Oct

8. What are your website conversions/objectives?

9. 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

10. What is your market potential?

11. http://www.internetworldstats.com/stats.htm

15. Ireland - Ecommerce
2011 - 43% of Irish adults
had shopped online in the
previous 12 months
Dublin top for ecommerce
Followed by The West

16. Ireland – Silver surfers
Among Irish 60 to 70-year-olds, 21% say that they use the internet every day

17. What Geographical markets are a priority?
Local, regional, national, international

18. Who are your most important
customers?

19. 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?

20. 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

21. Defining your Marketing strategy
What combination of offline activity & online
activity do you need for your business?

22. Impact of the web on Traditional
marketing?

23. The way people are
interacting on the web
has changed
-Talking at people
Has change to
-Listening to what people
are saying………. & then
interact

24. Defining your Web strategy
Get Engage
people with
to site them
Monitor/ Convert
Measure them
Give
them a
reason to
return

25. Web strategy
Build a sound platform that cements your brand and also creates a valuable
opt-in database / community that can be used to invite people again & again

26. Getting your website in order
• Design/look and feel
• Usability & Navigation
• Tools & Functionality
• Strong calls to action
• Search Engine Optimisation
• Good measurement and tracking

30. Web Strategy
Activities to drive traffic
• Search Engine Optimisation
• Pay Per Click
• Social media
Others
• Online Advertising
• Viral Marketing
• Partnership marketing

31. • Music concerts 5,400 searches
• Live music 8,100

32. Pay Per Click - Google Adwords
• Very targeted
• Gives good understanding
Health and safety training – 720 searches
of your market
• Test to establish ROI
• Focus on what works

33. SEOmoz.com

35. Web Strategy
Social Media – Clear objectives

36. Ford Fiesta
100 socially vibrant social media fanatics - selected to drive
a Ford Fiesta for six months – select 100 of those who are
“socially vibrant
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

37. 7 secrets to Fords Social Media Marketing Success
• Allow other people through word of mouth create trust for you
• Reach out to those who are listening and let them do the talking for you and to
connect with people like themselves
• Let them know that you are real people just like them and are passionate about
what they do and the Ford Brand
• Run a competition involving Social Media e.g. To be selected to drive a Ford
Fiesta for six months (“socially vibrant”)
• Aggregated the content on Fords Fiesta movement website (crowd sourcing
content) without editing it!
• Implemented multiple Social Media channels such as Facebook, Twitter and
YouTube to create digital buzz
• “Get On Board” the executive team and the board of directors

38. The Results
• 11 mill impressions
• 5 mill engagements on social networks (people sharing & receiving)
• 11,000 videos posted
• 15,000 tweets.. not including re-tweets
• 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
• 38% awareness without spending a dollar on traditional advertising
( Fords model “Fusion” doesn’t have that awareness after 2 years of
being out in production and yet it has received hundreds of millions
of dollars in traditional marketing spend).

47. Social Media
Empower people to promote
products to their friends

48. Facebook Advertising
Highly targeted
Individuals who live in certain area?
Age group?
Interests?

49. Twitter

50. Video
Visual
How to’s
Big audience
Facebook 46.2 years of videos watched a day

51. 58 % of marketers with 3+ years of experience are using Google+
67% of respondents say they plan to increase Google+ usage
Source: marketingland.com. Social media examiners survey of marketers &
business owners Jan 2012 – based on replies from 3,800 marketers across the
world

52. In October, the earth's population surpassed 7 billion
The New York Times used Google+ business page to source photos for its latest crowdsourcing project
"Picturing 7 Billion."
Customizing its page based on follower feedback, who said they were looking for international news and
photos on the Google+ business page.

56. B2B
Business Networking
Profile – Build connections
Company page
Groups

57. Step 5: Measure/Monitor to establish sources
of quality traffic
Web Analytics
•What works?
•What doesn’t?

61. 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

62. Web Marketing Strategy
There are two ways you can approach this
– carry it out yourself
– get someone like WebResults.ie to do it for you

63. Web Mentor Programme
• A clear action plan
• Structure and discipline
• Knowledge – What / How?
• Prioritise above everything else in the business
• Issues/question - don’t know how to solve it
• Understand what to monitor and measure

64. WebResults.ie services
Fully outsourced web marketing services
Devise strategy and implement activities
SEO, PPC, Social Media, Viral, Affiliate etc
Web Mentor Programme – bring skills in-house
In house Training – LinkedIn, Facebook, Web Strategy,
PPC etc

65. • Regular
• Focused
• Interesting
• Fun

66. Finally
• Feedback
• Follow up call
Thank you!!

67. Questions
Thank you for your time.
www.webresults.ie Unit 6F, Nutgrove Office Park, Rathfarnham, Dublin 14 Contact: info@webresults.ie (01) 207 1872

68. Web Marketing Activities
Samsung
LED-illuminated sheep running around the Welsh countryside
Attracted nearly 8.5 million views on YouTube and continues to
be the topic of discussion on blogs across the web.
The "is it real or not" quality proves once again to be YouTube
gold.
http://www.youtube.com/watch?v=D2FX9rviEhw&feature=playr
_embedded

70. Web Strategy
Elephant campaign
Belgium
http://www.youtube.com/watch?v=F1uwexYeKAg&feature=player_embedded