Online Marketing Considerations

for

2013

By Chris Wood

1. Why Market Online

2. How Market Online

3. How To Track Performance

3 Key Considerations

Many of you planning marketing strategy for 2013

Objectives: • Raising Awareness – Brand / Products /

Services / Events / Good Cause

• More Website Visitors

• Improving Leads to Sales Conversions

Why Market Online

• 52 million people online

• 74% go online monthly

• The majority of UK adults in all age groups use internet, less so over 75 or more

• 2.3 billion visits to search engines in Jan 2012

• Searching now accounts for 12% of all UK internet visits

• Search Engines 3rd biggest category after Entertainment & Social Media websites

Stats via Internet World Stats, eMarketer, Hitwise,

UK Internet Usage Stats

2 Key Approaches:

1. Google

2. Connecting with Customer Base Online

How Market Online

No. 1 Search Engine - Owns 91% of UK Search Engine Market

Why Google?

StatCounter Global Stats

• Google Ads – Pay Per Click Advertising

• Google Maps – - Location Map Listings

• Google Shopping – Product Shopping Listings

• Search Engine Optimisation (SEO) - Making Website More Visible to Google

Google Page One Presence

Get More Out of Social Media

• Facebook – 33m UK members – 50% of population

• Twitter – approx. 10m UK members

• LinkedIn – over 5m UK members

• Blogging – a great way to build trust & draw in

customer base (Content Marketing)

Connecting with Customer Base

Digital Marketing Costs Less

Infographics by Votier Digital

Tracks: • Website Visitor Stats

• Online Marketing Activities

• Google Advertising Campaigns – know the exact keywords

people are using in search engines

• Website Presence in Google search engine to keywords

Tracking Performance

Gain Competitive Advantage

• 80% using Google Analytics incorrectly

• Only 50% track main conversion points i.e. to enquiries / sales page

• 60% of Google Analytics accounts were not correctly

synced with Google AdWords

These stats are based on e-commerce sites - likely to be similar for non e-commerce sites as well

Understanding Google Analytics is Key

1. Define Why Marketing Online

2. Define How Marketing Online – Where it can complement offline marketing too

3. Track & Understand How It’s Working

Summary

Setup / Training / Strategy / Outsource

Contact Details:

• Chris@qsocialmedia.co.uk

• @qchriswood

• www.linkedin/in/qchriswood

We Can Help