SuccessfulOnline Marketing Techniques

By Marcos Herrera

Keep Calm and Tweet On

SEO Consultant & PPC Manager

Adrenalina Internet Group

@Marcos_dice @Adrenalina_bcn

@

Marcos Herrera

Top Marketing Online Techniques

Display SEM {SEO + PPC}

Social Media

Email Video Affiliation

Which one is the best strategy

for BusinessYOUR

?

Navigation Inserted Advertising

Display

Banners with text, graphics, images and/or videos that appear when we are browsing by:

• Webs• Blogs• Forums

• Youtube• Other Social Networks• (…)

Display AdsExample

How does it works?

Display

payment methods

• CPM (Cost per mile)* • CPC (Cost per Clic)

• CPA (Cost per Action) • CPL (Cost per Lead)

*CPM is the most frequently and cheap method of payment

Display AdsHandicaps

Low Impact Bad Targeting High Competition on

Websites Intrusive advertising Bad user experience Ignored Usually blocked

Advantatges

Display

• Branding • CheapPerfect for spreading new brands or products

Low cost on CPM payment method

• Easy to create a CampaignMultiple platforms where to publish

• Easy ROI OptimizationMultiple factors for A/B testing and tracking results

Search Engine Marketing {SEO & PPC}

Promotion of Websites by increasing their visibility in Search engine results pages (SERPs)

The market approach is performed by increasing the visibility of the website, for the Search Queries (Keywords) normally done by the users interested in our product• Keyword Research specific for each niche/industry• Competition analysis and ROI of each Keyword

Search Engine Marketing {SEO & PPC}

Buy Online Iphone 5

Iphone 5

prices

Iphone 5

features

Iphone 5 or

galaxy s3

Purchase cycle based on keywords

Search Engine Marketing {SEO & PPC}

Two main strategies:

Search Engine Optimization Pay per Clic

$

Cream colored ads that appear on the top and on the right column of the search results on SERP’s

Organic results (natural placement) generated by the search engine index, based on the relevance of the pages for a particular keyword through an algorithmic process. Free* Cost per each click

Long-term positioning immediate positioning

How

DoesGoogle Work?

Which are the

Most Expensive Niches?

1. Insurances2. Loans3. Mortgage4. Attorney5. Credit6. Lawyer7. Donate8. Degree9. Hosting10.Claim11. Conference Call12. Trading13. Software14. Recovery15. Transfer16. Gas/Electricity17. Classes18. Rehab19. Treatment20. Cord Blood

Where does the

click

Go?

How do we know the

search

volume of each keyword?

Google Adwords Keyword Planner Tool

Social MediaMost of the Goals in Social Media somehow covers viral marketing, branding, visibility and even sales. Social Media also includes Reputation Management, and positive influence actions

Through advertising on Social Networks we can target the audience of our ads by:• geographic location• sex• age• interests• keywords• language

• relationship status• educational level• social connections• group affiliations• working position/company• (...)

FacebookTargetingExample

Facebook Ads targeting

LinkedinTargetingExample

Email Marketing

Acquisition and retention of customers through email.

Email marketing is the online channel adaptation for:

• Direct mailing• Traditional newsletters and catalogs• Mailshot

EmailMarketing

Example

Why

EmailMarketing?

Email Marketing Advantages

Direct and Non-invasive

Allows High Segmentation

Easy ROI Optimization

Generates Immediate Response

Direct Communication channel

Increases Customer Loyalty

And it’s… CHEAP

Video Marketing

800 million people visit YouTube worldwide every month

Youtube is the medium with the highest intention of increasing the advertising investment for 76% of advertisers

The video marketing is experiencing a huge increase in companies' annual budgets

What you can do video marketing for your business?

Reach engaged viewersPaying only when people choose to watch your video

Make a really lasting impressionConnecting with your audience in the most memorable way

Drive direct ResultsIt will help your Business reaching visits and purchases

Make your brand go viralLet your audience talk about your new funny or emotional video, and make your brand closer

VideoMarketingExamples

Video marketing is the main channel for small businesses to get millions of users to know about their brand and product, by the ridiculous cost of making a video (even with a smartphone! )

Affiliation Marketing

Business rewards affiliates for each visitor or customer brought by his own marketing efforts

Affiliates are responsible for carrying out their own strategies:SEO, PPC, Display, email marketing (...)

The most commonly payment methods are:-Sales commission-CPA (previously agreed price for each sale)

Affiliation Marketing

Advantages Disadvantages The cost of marketing

is assumed by the affiliated Audience reach Brand awareness Paying only for proven results

Bad advertising can destroy a merchant’s reputation Affiliates usually cheat for their

own benefit Brand corporative communication

will be on the hands of others Sales objectives depend on third parties

Online Marketing spend evolution

Display Search Engine Marketing

Social Media Email Marketing Video Afiliation0

2

4

6

8

10

12

14

16

18

20

2011 2012 2013*Data gathered from Gartner studies

Percentage of digital marketing budget:

It’s up to you now

Which one is going to be the Online Marketing strategy that will drive your Business to success

?

Thanks for your attention

SEO Consultant & PPC Manager

@Marcos_dice

Questions?Adrenalina Internet Group

Marcos Herrera