Online Marketing Time Miroslav Jirků – Kentico Software Marketing Team Leader & WebPro Team Product Owner mirek.jirku@gmail.com linkedin.com/in/miroslavjirku Miroslav Jirků – Kentico Software Marketing Team Leader & WebPro Team Product Owner mirek.jirku@gmail.com linkedin.com/in/miroslavjirku http://2.bp.blogspot.com/-2BtXgcPfLP4/T8xFJKxYp0I/AAAAAAAAAmQ/jVilykO0F7c/s1600/P1050146.JPG All-in-one CMS, E-commerce and Online Marketing Platform What will we talk about •Market •Marketing abouts •Business decision making – What, How, For Whom •Marketing Process •General Marketing Disciplines • •Online Marketing •Social Media •AdWords •PR - Blogs - Forums •SEO & Content Marketing •Display •Email Marketing •Analytics and Research • •Key Takeaways Market[ing] Market[ing] Market[ing] Market[ing] Market[ing] Market[ing] Market[ing] Marketing Meets Technology -> Digital Marketing C:\Users\mirekj\Dropbox (Personal)\Photo 26.10.14 13 03 09.jpg Marketing Meets Technology -> Digital Marketing C:\Users\mirekj\Dropbox (Personal)\Photo 26.10.14 13 03 09.jpg 2.8 Billion People 10% of World Trade Marketing Abouts “Business has only two functions – marketing and innovation.” Milan Kundera WHAT? HOW? FOR WHOM? Marketing Abouts – Marketing Process WHAT? HOW? FOR WHOM? Improvements Marketing Abouts – General Marketing Disciplines •Marketing Research •Branding & Messaging •Product Branding & Marketing •Positioning •Advertising •Public Relation •Content Marketing •Events Marketing & Tradeshows •Pricing •Direct Marketing •… • Marketing Abouts – General Marketing Disciplines Online Marketing - Categories Content Marketing •Social Media •AdWords •PR - Blogs - Forums •SEO - Content Marketing •Display •Email Marketing •Viral Marketing •Analytics and Research Online Marketing - Categories •Social Media •AdWords •PR - Blogs - Forums •SEO - Content Marketing •Display •Email Marketing •Viral Marketing •Analytics and Research Online Marketing - Categories Online Marketing – Social Media •Social Media •AdWords •PR - Blogs - Forums •SEO - Content Marketing •Display •Email Marketing •Analytics and Research Online Marketing –AdWords •Social Media •AdWords •PR - Blogs - Forums •SEO - Content Marketing •Display •Email Marketing •Analytics and Research Online Marketing –AdWords •Social Media •AdWords •PR - Blogs - Forums •SEO - Content Marketing •Display •Email Marketing •Analytics and Research Online Marketing –AdWords Online Marketing – PR – Blogs - Forums •Social Media •AdWords •PR - Blogs - Forums •SEO - Content Marketing •Display •Email Marketing •Analytics and Research Online Marketing – PR – Blogs – Forums •PR – stay in touch with journalists, editors and bloggers •Forums – be active and ready to help Online Marketing – PR – Blogs – Forums Blog - have one on your website, write regularly, be relevant, fresh and interesting Successful content – how to get there: •Pick your topic •Make a research before you start •Write your own way Online Marketing – PR – Blogs – Forums Blog - topics that people usually like to read •Guides/Tutorials/How To’s •Lists – “Top Ten Places to find your Remote Control!” •Contests/awards •Answers to FAQ’s •Reviews •“Web gemologist” – reposting blogs in meaningful lists •Success Stories/Failures (case studies) Online Marketing – PR – Blogs – Forums •Predictions •Interviews or guest blog •Checklists (purchase, processes…) •Research results (hard to obtain) •Recycling own content (press releases, newsletters…) Online Marketing – PR – Blogs – Forums Online Marketing – Search Engine Optimization – Content Marketing •Social Media •AdWords •PR - Blogs - Forums •SEO - Content Marketing •Display •Email Marketing •Analytics and Research Online Marketing – SEO – Content Marketing Online Marketing – SEO – Content Marketing Online Marketing – SEO – Content Marketing Online Marketing - Categories Online Marketing - Categories Search Ranking Factors •Content relevancy •External backlinks • Social signals •Internal backlinks •Sitespeed • • • Online Marketing – SEO •Content Relevancy •Relevant and interesting content optimized on relevant keywords •adwords.google.com/KeywordPlanner •www.wordtracker.com/ •www.ubersuggest.org/ • • • • • • • • • Online Marketing – SEO – Content Marketing Online Marketing – SEO – Content Marketing •Optimized Page Titles , Page Description, Relevant page titles (H1, H2) and Image Alt texts •Character limits: Page Title ~ 55, Page Description ~ 140 • • • • • • • • • • • Online Marketing – SEO – Content Marketing •Good and logical page navigation and page interlinking • • • • • • • • • • • • Online Marketing – SEO – Content Marketing External Links – Link Building •Get links from relevant pages •Get links from Social Media (engagement) •Guest blogging •Backlink requesting •Catalogs and Listings •Be careful about poisoned links •Check GWT and Opensite Explorer • • • • Online Marketing – SEO – Content Marketing YouTube SEO •The same principles as on Google •Good chance to get on Google with video snippet •Interlink videos and link back to your website •Views counts, their source even more •Embed YouTube videos into your page • • • • Online Marketing – SEO – Content Marketing Online Marketing – Display •Social Media •AdWords •PR - Blogs - Forums •SEO - Content Marketing •Display •Email Marketing •Analytics and Research Online Marketing - Categories •Social Media •AdWords •PR - Blogs - Forums •SEO - Content Marketing •Display •Email Marketing •Analytics and Research B2B Online Marketing – Email Marketing • • • • • • • • •https://www.youtube.com/watch?v=8bmS8j-qtOk • • • http://www.princetonwebservices.com/wp-content/uploads/2010/03/email-marketing-princetonwebservices .jpg Email Marketing •One of the most effective acquisition channel especially in B2B •Can be automated via Marketing Automation •Can be easily personalized •Demands to buy email database or build yours (via newsletter subscription boxes etc.) • • • • Online Marketing - Categories •Social Media •AdWords •PR - Blogs - Forums •SEO & Content Marketing •Display •Email Marketing •Analytics and Research Online Marketing - Categories Marketing Research Marketing Research Marketing Research Marketing Research Online Marketing – Research and Analysis •Survey Monkey / Survio •Installation survey •Satisfaction survey •Uninstallation survey •Google.com/ncr •Google Ad Preview •Ideally use VPN for local specs •Let your community/friends validate your ideas on Social Media or Forums • • • • Mobile Analytics •Google Play Store – Statistics in store by Google •App Annie – Apple Appstore and Google Play Store •Flurry •GA for Google Play Store and Android Apps • • • Online Marketing – Research and Analysis Web Analytics •Google Analytics •Google Search Console •CrazyEgg •HotJar •Google Content Experiment (part of GA) •http://apps.ioninteractive.com/site/contest/guess-which-won • • • • • Online Marketing – Research and Analysis Online Marketing - Categories B2B Online Marketing •Email marketing •Marketing automation •Content Personalization •Lead Scoring • • • B2B Online Marketing – Marketing Automation • • • • • • • • •https://www.youtube.com/watch?v=dFZSSYsxE1o • • • http://devnet.kentico.com/getattachment/Articles/2013-03/10-Real-Life-Examples-of-Marketing-Automat ion/marketing-automation-event-managament_resized.png B2B Online Marketing – Content Personalization • • • • • • • • •https://www.youtube.com/watch?v=xOh710-9pmk • • • • B2B Online Marketing – Lead Scoring • • • • • • • • •https://www.youtube.com/watch?v=HWeM3OX2cXM • • • • Key Takeaways •Keep trying new things •Measure everything •Keep what works •Leave what doesn’t work •A/B test - use common sense • C:\Users\mirekj\Dropbox (Kentico)\All-Shared\Brandbook\LOGO\production\main\horizontal\kentico_rgb.png C:\Users\mirekj\Dropbox (Kentico)\All-Shared\Brandbook\LOGO\production\main\horizontal\kentico_rgb.png •Developer v ASP.NET •QA Engineer •Technical Writer •CRM Developer/Consultant www.kentico.com/company/careers • • • 'Sales Lead' A prospective consumer of a product or service that is created when an individual or business shows interest and provides his or her contact information. Businesses gain access tosales leads through advertising, trade shows, direct mailings and other marketing efforts.