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Generating Sales Leads Online

Generating Sales Leads Online. Presented to: Westmeath County Enterprise Board Presented by: Fergal O’Byrne, CEO, IIA Date: October 2006 Venue: Radisson Hotel, Athlone. Channels to your Business. Online and Offline Marketing Marketing Mix Email Marketing

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Generating Sales Leads Online

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  1. Generating Sales Leads Online Presented to: Westmeath County Enterprise Board Presented by: Fergal O’Byrne, CEO, IIA Date: October 2006 Venue: Radisson Hotel, Athlone

  2. Channels to your Business • Online and Offline Marketing • Marketing Mix • Email Marketing • New Channels: Blogging and Podcasting www.iia.ie

  3. $20Bn $20Bn This internet thing will never catch on www.iia.ie

  4. Online Marketing • Definition: Promoting your website and its content using online promotion, advertising and engagement. • Promotional • Informational • Online Selling • Cost Effective www.iia.ie

  5. The market is big, really big • Google and Yahoo now claim to have somewhere from 20-100 billion items in their index! • Over 90% internet users use Search to find sites • North America = 227 million internet users • Europe = 230 million users • Ireland = over 2 million users www.iia.ie

  6. Ireland as a market • Over 2 million internet users • 410,000 broadband users • Over 60,000 .ie domains registered • 318,000 people bought travel and accommodation online in 2005 (CSO) • Between 3-6 billion euro transacted online in Ireland www.iia.ie

  7. Consumers and the web • 70% of all e-commerce transactions originate from a search (Forrester / IAB) • 60% of web users visit search sites every month (NOP) • Over 75% of web users rely on search engines to find their way around the web (RealNames survey / IAB) www.iia.ie

  8. Content Writing • Content is King! • For users AND search engines • 300-500 words per relevant page • Keep keywords together • Avoid overuse of phrase of keywords • Review by someone outside business • Avoid jargon and abbreviations www.iia.ie

  9. Keyword Generators www.iia.ie

  10. www.iia.ie

  11. Search Engine Marketing (SEM): Paying For Leads • Search engines can deliver quality visitors • Requires constant attention to ensure the maximum return for your spend • Planning campaign deliverables and budget spend www.iia.ie

  12. www.iia.ie

  13. www.iia.ie

  14. Optimising Your Ads: Testing Creatives Tunnel Vision Cheap Travel on Europe’s fastest network www.eurorail-services.com ? % CTR European Rail Travel Eurostar tickets to London, Paris, Brussels www.eurorail-services.com ? % CTR Cheap Eurostar Tickets Low Price Tickets 20% Discount Here www.eurorail-services.com ? % CTR www.iia.ie

  15. Optimising Your Ads: Testing Creatives Tunnel Vision Cheap Travel on Europe’s fastest network www.eurorail-services.com 0.4 % CTR European Rail Travel Eurostar tickets to London, Paris, Brussels www.eurorail-services.com 1.5 % CTR Cheap Eurostar Tickets Low Price Tickets 20% Discount Here www.eurorail-services.com 4.5 % CTR www.iia.ie

  16. To outsource • Online Marketing Agencies • Full List on www.iia.ie • What to expect • Contracts, deliverables and Statement of Work • Avoid the cowboys – promising too much www.iia.ie

  17. Email Marketing • Is Email Marketing for your business • Use a Supplier of DIY • Capturing Email Addresses • Content, Design and Frequency • Get Permission - DO NOT SPAM www.iia.ie

  18. HTML Email Examples www.iia.ie

  19. www.iia.ie

  20. Email Marketing Suppliers • Options to Do it Yourself or employ and agency or ASP service • CheetahMail.com • Newsweaver.ie • Narragansett.ie • Eircom.ie • EzineDirector.com www.iia.ie

  21. www.iia.ie

  22. Future Areas of Interest • Blogs • Personal Web Log • Citizen Journalism • Commercial Applications, RSS • Podcasting • Publishing Audio and Video • Consume content when YOU want to www.iia.ie

  23. RSS Really Simple Syndication Used by news sites, blogs and search sites Online RSS Reader Included in browser or web client PODCASTING Another form of media advertising Useful for audio and video Use with meta tags YouTube RSS and Podcasting www.iia.ie

  24. Blogging • Setting it up is easy • Managing is not • So why? • Almost all searches delivers a blog • Dynamic and up-to-date • Bloggers have visibility and influence • Has to be content rich and search engine friendly www.iia.ie

  25. Set Up Your Own Blog • Try to set up your own blog • Go to blogger.com • Follow the steps and … • … start blogging! www.iia.ie

  26. www.iia.ie

  27. www.iia.ie

  28. www.iia.ie

  29. Some useful reference sites • IIA Blog (blog.iia.ie) • Search Engine Watch • IIA website – www.iia.ie • Irish Webmaster Forum - www.irishwebmasterforum.com www.iia.ie

  30. About the Irish Internet Association • Formed in 1997 to promote usage of internet as a business tool • We represent suppliers, users, retailers, government and anyone who conducts business online • Our goal is to connect, inform and promote the interests of our membership • We are a non-profit business organisation www.iia.ie

  31. You decide if IIA Membership is right for your business • To join online go to www.iia.ie • Email fergal@iia.ie for more information or, fill out an application form • Or contact us – 01 453 5707 www.iia.ie

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