Internet Marketing
Lecture 3
Building an engaged audience
I’ve written some posts… now what?
Grow your audience…!
Getting your message further afield…
Facebook
Linked In
Twitter
Getting the message further afield…
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Use instant messenger tools to interact with your
audience in real time: have conversations, ask them
for their opinions, ideas and feedback…
Connect your blog to Twitter – use a plug-in or
Twitterfeed or tweet it from the blog. Use hashtags.
Have a YouTube account if you are uploading video
content.
Facebook – create a blog page and paste in links or
use your personal feed. Use instant messenger.
Other social media accounts relating to country,
topic, pictures, etc.
Use Google+ to spread the word…
Understand your audience
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Use Google Analytics to look at page views, visitor
engagement, where visitors came from, how traffic is
growing…
Search traffic = natural and
paid search (Google
Adwords)
Referral traffic = traffic
from other sites with direct
links to your site
Direct traffic = using
bookmarks, non-tracked
referrals from social media,
type-ins
Other = affiliates, display
ads, email campaigns.
Let the search engines find you!
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SEO (search engine optimisation) is the process of
explaining to search engines that your site is
relevant to specific queries which are defined by the
keywords people use. (White & Biggs, 2012)
Google Adwords Keyword Planner helps you to
understand the best search terms.
Aims to get the highest ranking in the natural listings
of the search engine.
Use links from other sites that are indexed to help
the ‘bots’ find you.
Paid search marketing – PPC (pay per click)
Task
SEO Task
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You provide a ‘professional service’ in a country of
your choice and would like to promote this using
SEO.
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Go to Google Adwords Keyword Planner tool and set
a geographical target and work out the most
effective search terms to market your particular
service.
On-page Optimisation
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If a search term is popular and it is covered by many
websites, it may be hard to find your content.
Facilitate spiders’ crawling through your content.
For off-page optimisation, Google treats websites
more favourably that have lots of links to them.
This post is about RETAIL,
BRANDING, STARBUCKS and
CUSTOMER VALUE if you’re
interested?
Online PR
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Leverage the networking effect!
Identify companies and individuals with a strong
online following.
Online reputation management.
Press releases and influencing media owners.
Brand engagement activities: polls, user-generated
content, audience research.
Buzz-building: campaigns/events, share content,
viral marketing, etc
Task
Online PR Disaster
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Daisy Smith, Senior Stylist at Future Lengths has asked for your advice on how to
deal with this online PR issue. The owner of the salon was particularly abusive
towards a customer who complained online.
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http://www.dailymail.co.uk/news/article-2599680/Kindly-f-PRIZE-Go-psych-managerSLAG-Astonishing-foul-mouthed-rant-hairdresser-customer-posted-negative-reviewFacebook-botched-extensions.html
The Internet Marketing Strategy
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Segmentation-Targeting-Positioning – who are we
targeting? How are we positioning ourselves against
the competition and what’s our value-add (online
value proposition)?
What do our potential customers want? Have we
found this out?
How will they use and move through our site?
What kinds of different customers do we have?
How will I get them to stay on my site and come
back for more?
Define social media communications strategy
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Plan – management of social media marketing,
reputation management and defining the content
strategy
Reach – how to increase reach of content
Act – encouraging interaction and participation within
own blogs, sites and social media
Convert – transition from customer brand
engagement with social media to generating more
leads / sales
Engage – ongoing communications with consumers.
Source: Chaffey & Smith, 2013
Key Principles for Content Marketing
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Content must have intrinsic value
Understand what content customers do value
Content marketing strategy may completely or
partially replace traditional advertising and
marketing
Get your customers to participate
Make it easy to buy!
Source: Pulizzi & Barrett, 2010
Leibtag’s Valuable Content Checklist
5 benchmarks for designing
valuable content:
1. Findable
2. Readable
3. Understandable
4. Actionable
5. Shareable
 http://contentmarketinginstit
ute.com/2011/04/valuablecontent-checklist/
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Content Campfires?!
Source: Content Rules, Anne Handley 2010
Major Content Formats
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Video – animated, how to guides…
E-books / guides – PDFs, white papers…
Podcast
Webinars – recorded / streamed
Infographics / images – explain a concept or
statistics
Q&As / FAQs
News updates
Opinion pieces
Longer expert guidance pieces
Surveys and polls
Adapted from Chaffey & Smith, 2013
Content Marketing Strategy
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Outline your strategy (STP, OVP, etc) and plan for
the content on your blog, considering the type of
content, the amount of each element and the subject
matter.
How is online content read?
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Skimming & scanning
F pattern of reading text online
Web users spend 80% of time above the fold
69% read the left but only 30% the right
Won’t read more than 20% during average visit
High literacy = scanning
Low literacy = ploughing
Source: http://nichcy.org/dissemination/tools/webwriting/reading
Grabbing attention
Get to the point…
 Most important information first…
 Capture your audience’s attention and fulfil their
needs!
 Keep headers to the left margin
 Don’t centre text!
 Make text easy to scan
 Use bold headings
 Use bullets (especially unusual ones)
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Who are you writing for?
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Your Target Audience
The Subject Matter
Your Objectives
The Context & Style
The Literacy Level
The Level of Expertise