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An Introduction to Online Marketing

An Introduction to Online Marketing. Greig Whitton Founder, Evergrow. Morgan Goddard Co-Founder, Maven Agency. Webinar outline. What is online marketing? Why has it evolved so dramatically? What online marketing tactics can you use? Which tactics should you choose?.

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An Introduction to Online Marketing

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  1. An Introduction to Online Marketing Greig Whitton Founder, Evergrow Morgan Goddard Co-Founder, Maven Agency

  2. Webinar outline • What is online marketing? • Why has it evolved so dramatically? • What online marketing tactics can you use? • Which tactics should you choose?

  3. What is online marketing? • The digital application of fundamental marketing principles: • Capture attention to generate leads

  4. What is online marketing? • The digital application of fundamental marketing principles: • Capture attention to generate leads • Cultivate trust to nurture leads

  5. What is online marketing? • The digital application of fundamental marketing principles: • Capture attention to generate leads • Cultivate trust to nurture leads • Demonstrate value to convert leads

  6. What is online marketing? • The digital application of fundamental marketing principles: • Capture attention to generate leads • Cultivate trust to nurture leads • Demonstrate value to convert leads • Exceed promises to cultivate evangelists

  7. What is online marketing? • The digital application of fundamental marketing principles • Online marketing usually has several significant advantages: • Reach • Targeting • Scalability • Measurability • Cost

  8. Why has it evolved so dramatically? • The growth in the number of websites has been dramatic

  9. Why has it evolved so dramatically? • The growth in the number of websites has been dramatic • The internet has also become more complex: • Search engine algorithms

  10. Why has it evolved so dramatically? • The growth in the number of websites has been dramatic • The internet has also become more complex: • Search engine algorithms • Social media

  11. Why has it evolved so dramatically? • The growth in the number of websites has been dramatic • The internet has also become more complex: • Search engine algorithms • Social media • E-commerce

  12. Why has it evolved so dramatically? • The growth in the number of websites has been dramatic • The internet has also become more complex: • Search engine algorithms • Social media • E-commerce • Mobile technology

  13. Why has it evolved so dramatically? • The growth in the number of websites has been dramatic • The internet has also become more complex • Online marketing is not the digital equivalent of print advertising

  14. An overview of online marketing tactics • Search engine optimisation: • Getting a website ranked higher by search engines for specific search queries • Used for lead generation • Potentially free. Exceptional long term potential. Easily measurable • Requires expertise. Can take a long time to yield benefits. Ongoing maintenance

  15. An overview of online marketing tactics • Paid search: • Paying to have ads displayed by search engines for specific search queries • Used for lead generation and testing • Comparatively low cost. Drive traffic immediately. Easily measurable • Not free. Requires expertise

  16. An overview of online marketing tactics • Social media: • Sharing content on social networks and interacting with users • Used for lead generation and customer retention • Free. Viral potential. Can serve more than one purpose simultaneously • Unpredictable. Can take a long time to yield benefits. Ongoing maintenance

  17. An overview of online marketing tactics • Email: • Sending branded content and promotional offers to prospects and customers • Used for lead generation, lead conversion, and customer retention • Potentially free. Exceptional long term potential. Easily measurable • Can take a long time to yield benefits. Ongoing maintenance

  18. An overview of online marketing tactics • Conversion optimisation: • Changing website elements to convert more visitors • Used for lead conversion • Exceptional and immediate potential. Easily measurable • Requires specialist expertise

  19. Which tactics should you choose? • What is your growth bottleneck?

  20. Which tactics should you choose? • What is your growth bottleneck? • What are your targets and deadlines?

  21. Which tactics should you choose? • What is your growth bottleneck? • What are your targets and deadlines? • What customer journey do you expect?

  22. Which tactics should you choose? • What is your growth bottleneck? • What are your targets and deadlines? • What does your sales journey look like? • What is your investment bottleneck?

  23. Need more help? • Evergrow forums • Greig: 021 671 8225 • Morgan: 021 461 6817

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