Marketing Online Finding new and keeping customers using the internet

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Marketing OnlineFinding new and keeping
customers using the internet

• Nygllhuw Morris Jon Jackson

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IntroductionsBiz E commerce workshops 1.
Introduction to ecommerce 2. Using the
internet (email, search engines) 3. Using e
business to improve your business 4.
Finding/keeping customers using e commerce
5. Getting your business on line
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Workshop Topics

• The four steps to successful Internet marketing
• The main online marketing tactics
• The top 10 Internet marketing blunders
• Legal issues for Internet marketing
• Internet marketing in the future?
• Using Email as a Marketing Tool(Making emails
  look good!!!)

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Finding new and keeping existing customers using
the Internet

• By the end of this workshop you should
• Be able to develop a strategy for retaining
  customers using the internet
• Be able to develop a strategy for gaining new
  customers using the internet
• Be able to implement practical internet marketing
  ideas immediately in your business

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The four steps to successful Internet marketing
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Similar to normal marketing

• Choose a target
• Promote to them(encourage them to phone, visit,
  or email you)
• Have something they want
• Make a sale
• Convert them to a loyal customer so they come
  back

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Also about other technologies

• Cellphones
• Palm PDAs
• TVs
• Emails
• Fax machines
• ATMs
• Touch screen kiosks

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The four stages to Internet marketing

• 1. Choose your targets
• 2. Get them to your business
• 3. Grab their interest immediately
• 4. Give them a reason to return

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1. Choosing your targets

• Its too expensive trying to target everyone
• Apply the 80/20 principle
• The Internet allows you to target segments
• Choose the top 3 targets
• Tailor your ideas for each target

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Case study local motel

• Identify one possible target
• normal methods of promoting to this target?
• what online methods are there?
• New NZ customer
• Links from regional websites
• AA portal, Jasons, PureNZ listing
• Referral organisations
• information centres
• motels in other regions
• Existing customers
• email newsletter
• promotions

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Marketing Mix

• Internet marketing should not be conducted by
  itself. The internet should be just one part of
  your marketing mix.

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2. Getting Them There

• Two methods to get people to your site
• Offline
• Online

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Offline advertising

• A web site is just another sales tool
• Tell everyone (your customers) about your
  website
• press releases
• newsletters
• competitions
• tell them in person
• Include your domain name (www address) on
  EVERYTHING!

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Offline advertising

• Advertisements
• Billboards
• Brochures
• Business Cards
• Envelope Stuffers
• Invoices
• Mailing and shipping labels
• Letterheads
• Newsletters
• Posters
• Packaging
• Rubber Stamps
• Direct mail

• Uniforms
• Signage
• Sponsorship
• Directories
• Loyalty cards
• Give aways
• in fact, anything!

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Offline advertising

• Can be an effective way to get traffic
• Is traditionally very hard to measure
• Our advice?
• If you do what you have always done,
• then you will get what you have always got
• If youve been successful, then keep doing it
• If you havent, then be prepared to change

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Online Driving traffic to your business

• Can be accurately measured
• How do people get to your website?
• 1. Typing in your web address directly (or
  guessing)
• 2. Clicking on your advert at another site
• 3. Clicking on a hyperlink from another site
• 4. Doing a search and getting a list of sites
  then choosing your website from the list
• You need to do more than hope your customers will
  search for your site

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Permission!

• The most important word in internet marketing?

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Permission Marketing

• Sending promotional information via email to
  those that have given permission
• Electronic version of direct marketing
• Requires patience
• The internet is not invasive like normal
  advertising the customer decides what to view

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Success tips for permission marketing

• Get Permission
• Remind them they gave permission
• Personalise your offers
• Use optimal timing (seasonality issues)
• Dont send them email too often
• Keep each email simple
• Make realistic promises
• Provide a way to opt out

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Warning

• No spam!!
• Having the details of a customer is very
  powerful. Dont abuse it.

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Main online marketing tactics

• Search engines
• Reciprocal links
• Banner ads
• Viral marketing
• Affiliate programmes
• Mailing Lists

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3. Grab their interest immediately

• Get inside your customers head and find out
  what they want!
• Maintain visitor interest
• Give visitors something to do

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What do visitors look for?

• High quality content
• Topical and relevant Information
• Ease of use
• Quick to download
• Frequently updated
• Activities
• join
• play
• look
• learn

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Promoting a Motel Using the Internet

• Group Exercise
• How could a motel website maintain interest?
• Now remember to go home and do it for your own
  business

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4. Getting visitors to return
A relationship is like a shark, you know. Either
you move forward or you die. Woody Allen

• You need to build a relationship with your
  customers
• It is a huge waste if you cannot get people to
  come back
• Build your email list

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Building Your Mailing List

• Get email addresses!
• Ask on a day to day basis
• Provide reassurance of integrity
• Provide incentives
• freebies (downloads, reports)
• newsletter
• competitions
• advance purchases
• If you can, get more than their email address

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Make it easy to join

• Provide suitable incentives
• Capture only an email address at the start
• Break down the barriers to signing up
• no personal information at first
• Dont rush the relationship

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How do you get them back?

• Send regular emails (be careful of spamming)
• Newsletters
• News items
• Updated features
• Contests
• Advance purchasing
• Joint promotions with other small businesses

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Summary

• The Internet can increase your marketing options
• Your website is your key internet advertisement
  you need a website traffic plan
• New internet marketing tactics are really
  old marketing tactics that have evolved to
  take advantage of the internet

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Remember

• 1. Choose your target
• 2. Get them to your business
• 3. Grab their interest immediately
• 4. Give them a reason to return

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The main online marketing tactics
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Main online marketing tactics

• A. Search engines
• B. Reciprocal links
• C. Banner ads
• D. Viral marketing
• E. Affiliate programmes

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A. Search Engines

• Searchable indexes (databases of websites)
• Directories v search engines

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How do search engines work?

• Robots / spiders
• They roam around looking for key words to assess
  the relevance of your site
• Need to make your site as relevant as possible
• Main way is META tags

• What would the META tags for Destination
  Queenstown be?

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Preparing for Search Engines

• Think pages, not website
• Write META tags
• keywords, page titles and descriptions
• Enter the mind of your target customers
• Exercise
• Write 20 keywords or phrases to describe your
  business
• Then write 20 words for the person next to you

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Submitting to Search Engines

• Register with the top search engines/directories
• Google www.google.co.nz
• Alta Vista NZ www.altavista.co.nz
• Yahoo! NZ www.yahoo.co.nz
• SearchNZ www.searchnz.co.nz
• NZSearch www.nzsearch.co.nz
• Yellow Pages www.yellowpages.co.nz
• UBD www.ubd.co.nz
• Also list with any industry specific portals and
  directories (eg motels with Jasons)

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How to do it yourself

• Write your META tags
• Get web designer to put them into your page (or
  do it yourself)
• List on search engines or directories (look for
  add a site or submit URL link
• Check your listing every few months

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B. Reciprocal Links

• Complementary sites work best
• Look for sites with similar target markets
• Look for industry associations

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Example Promoting a Motel online

• What types of businesses could a motel seek
  reciprocal links with?
• motels in the same chain
• information centres
• industry associations
• complementary businesses
• tourism operators
• conference organisers, etc

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C. Banner ads

• Ads in a rectangular window
• Usually at the top of a web page
• Click on banner ad to find out more
• Payment options
• free contra deal
• pay per view
• pay per click through
• pay per sale

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Banner Ads

• Evaluating Effectiveness
• Ad impressions
• Click-throughs
• Click-through rate
• Conversion rate

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D. Viral Marketing

• Strategy that encourages individuals to pass on a
  marketing message to others
• Is the internet term for word of mouth
• Creates the potential for exponential growth

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Viral Marketing

• 1996 Hotmail.com
• Offered free email accounts
• Advertising budget only 3,000
• Every hotmail email sent ended with the ad get
  your free email at hotmail.com
• 12 million users in 18 months
• Now over 100 million users

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Viral Marketing the secrets

• Give away products or services
• This doesnt have to cost you anything eg free
  reports
• Provide for easy transfer to others
• Exploit common motivations and behaviours
• Utilise existing communication networks
• Think about what you can do to get people to pass
  your message on
• Be aware of becoming too successful without the
  support mechanisms in place

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E. Affiliate Programs

• You earn a percentage commission from a
  click-through sale
• Banner or text link on your website
• Earn commission on all sales
• eg Amazon pays 5-15 commission

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How affiliates work

• Affiliate includes a link to an online retailer
• Affiliates visitor clicks on link
• Affiliates visitor visits online retailer
• Affiliate earn a commission on any purchases made
  during the visit
• Most famous example is www.amazon.com
• Began in July 1996
• 600,000 affiliates
• About 25 of sales
• May not get instant sales, but is an active
  reciprocal link

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One last point

• Most of this stuff is free!
• (except for the cost of your time)

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The top 10 Internet marketing blunders
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Top 10 Internet blunders

• Using free web hosting services
• Destroying your site with technology
• Not asking for, or acting on, customer feedback
• Relying too much on search engines
• Not managing email communications effectively
• Not having an opt-in mailing list
• Measuring site traffic by hits
• Not using your domain name opportunity
• Thinking youll get rich quick online
• Not understanding the real power of the Internet

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Top Internet marketing blunders

• Poor search engine metatags
• Poor site navigation
• Irritating design features
• Slow sites
• Not managing email communications effectively
• Static unchanging content
• No physical contact information
• Forgetting about off line methods
• Forgetting about the marketing basics
• Trying to do everything yourself

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• Remember oblivion is just one mouse click away!

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• Now a quick break
• for Jon to talk email
• in more detail

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Legal issues for Internet marketing
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Legal issues for Internet marketing

• A. Consumer legislation
• B. Hyperlinking
• C. Privacy

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A. Consumer legislation

• You need to still comply with all the normal
  rules of business
• Sale of Goods Act
• Privacy Act
• Consumer Guarantees Act
• Fair Trading Act
• See www.findlaw.co.nz

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B. Hyperlinking

• Widely believed anyone could link anywhere
• In some situations linking is not welcome
• Customary to ask if its okay to link to a
  particular site this also might result in a
  link back to you

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Hyperlinking example
Acme Web design also provide a link and claim
they designed the site
You design a site for a client and link to it
from your site
You can find out whos linking to you though...
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C. Privacy and confidentiality

• When you collect personal information about
  customers you should be careful
• Information provided for one purpose can not be
  used for another
• Unless specifically stated you cant
• rent
• sell
• giveaway
• your customers personal information.

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Other confidential information

• Your suppliers and other contracting parties
  have the right to expect that you will keep
  information private.
• You should have appropriate provisions in place
  to keep it safe.
• Your staff also have the right to expect you will
  look after their personal information.

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Legal issues about privacy

• Existing laws cover online activity
• Privacy Act
• Existing codes of practice
• NZ code for e-tailers
• DMA e-marketing code of practice

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Develop a good privacy policy

• Write a privacy policy to reassure potential
  customers you will not pass on their details
• Explain how your business uses the customer
  information being gathered
• Visit www.the-dma.org for a privacy policy
  template to copy
• Search on Privacy Policy Generator
• See www.privacy.org.nz (Office of the Privacy
  Commissioner)

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The opening page!
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In summary

• You cannot trade unfairly, or promise things that
  are untrue
• Your products and services must do what you said
  they would do
• You cannot sell other peoples names

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Internet marketing in the future?
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As the internet matures

• Bandwidth
• Faster
• Everywhere
• Payment
• More than just credit cards!
• On-line EFTPOS?
• Experience
• Virtual Reality
• Augmented Reality
• Customisation
• Knowledge driven
• Your Web!

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Example Tourism

• Book entire itinerary before leaving home
• Virtual tours before booking
• Holiday locations boom as physical workplace
  becomes less important
• Virtual tourism dont need to physically leave
  your home

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Virtual tour

• Sheraton Fallsview Niagara Falls, Canada

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Retail

• Shop from anywhere eg www.woolworths.co.nz
• Distribution becomes a key issue
• Customers are in control
• intelligent price-comparing robots
• virtual holographic products to kick the tyres
• shopping as a form of entertainment

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More to look forward to

• Mobile internet
• Location based marketing!
• Combining internet and GPS
• Handheld mobile commerce
• Home of the future
• Home automation
• The self-stocking fridge
• Entertainment on demand
• Personal media
• Online Video Service Products

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Workshop summary

• The four steps to successful Internet marketing
• The main online marketing tactics
• The top 10 Internet marketing blunders
• Legal issues for Internet marketing
• Internet marketing in the future?