Oklahoma Funeral Directors Association

woebegoneidealInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 7 μήνες)

51 εμφανίσεις

Digital Marketing


Is it worth it?

Oklahoma Funeral Directors Association

Research Online, Buy Offline



70%

of U.S. online consumers already have
researched products online and then bought
them offline.


54% of people start their search at a search
engine.


The web accounted for or influenced
42%

of in
-
storel sales


Study predicts the web will influence
53%

of all
U.S. retail sales by 2014


a study from research firm Gartner has
discovered that a majority of today's consumers
rely to some extent on social networks to help
guide them in purchase decisions

Conversation Topics


Internet Marketing

First step

1.
Website

2.
Search Engine Optimization

3.
Search Engine Marketing

4.
Social Media

5.
E
-
mail Marketing



Defining the audience


Websites

The answer to the
consumer's question of
who, what, when, where,
why and how

Are websites necessary?


Its your sign on the information
superhighway. A place for people to find
you.



A 24 hour, 7
-
day a week information
source.

Websites don't exist for their own sake,
but to fulfill a specific purpose and to
satisfy a specific consumer need.

Define


Measure


Refine

to target your audience

Top 11 things ANY website should have…

1. Good Visual Design

2. Organization of website information that matches end users
EXPECTATIONS.

3. Navigation above the fold and in the footer

4. Meaningful Content

5. Descriptive "About Us" page

6. Contact Information

7
.
Search

8.
Sitemap

9.
Accessible through any internet browser

10.
Pictures that download quickly

11.
Statistics, Tracking and
Analytics








Good Visual Design

1.
First Impressions are Key

2.
Less is more

3.
Movement is fancy but not necessary

4.
Pictures are worth a thousand words


but make
sure they don't compete with each other







Website Organization

1.
Research says you have 8 seconds from the time
a user comes to your site to take another step in
your site.

2.
Identify what you want your customers to do on
your site

3.
Make the information easily accessible








Meaningful Content

1.
Information should be communicated in a way the
customer will understand and what they want to
know.

2.
The information has to be correct

3.
The information has to be updated

4.
Establish credibility: the more knowledge about
services that are shared on the site represents the
professionalism that consumers will experience with
you.








About Us page

1.
Establish an emotional connection by describing
your company.

2.
Have a personality.

3.
Provide information on history, employees,
community involvement







Contact Information

1.
Make sure your contact information is easily
accessible from any part of the site.

2.
Be clear on what kind of contacts: phone number,
free consultation, e
-
mail.

3.
Follow
-
up!!!








Sign
-
up/Subscribe


1.
Customer is giving you permission to contact
them.

2.
Capture information

1.
Create a non sales contact to remain top
-
of
-
mind
for the customer


like e
-
mail newsletter

2.
Inexpensive marketing tools






Search

1.
8 second rule

2.
Search function must work!

3.
Content must be consistent to common searches
by end users





Sitemap

1.
Outline of how your site is organized

2.
Strictly for the search engines to look for and find
your information.


Affects organic search (search engine optimization)

3.
No need for it to be a prominent part of your site





Not everyone accesses the internet the
same way

1.
End consumers all have different versions of
browsers

2.
Your website should work on multiple browsers

1.
Internet Explorer


version 6, 7

2.
FireFox

3.
Safari

4.
Google Chrome






Graphics, Pictures and Video

1.
8 second rule

2.
Graphics/pictures must:

1.
Download quickly

2.
Relate to the content

3.
Look professional

3.
Video is a great communication tool

1.
Short videos are perfect

2.
Make sure the person in front of the camera represents
you well.

3.
No need to over
-
produce


doesn't have to look like a
commercial


but still needs to be professional.











Statistics, Tracking and Analytics

1.
Great information on how people are
finding your site


2.
Adapt information and design to the
audience you are trying to reach.










Search Engine
Optimization
(SEO)

What is it and Why does it
matter, How does it work?

121 billion web pages have been
indexed by search engines.


(but only 7
-
8% are reached via search engine results pages)

Search engines are like detectives

looking for clues…


What is the content the user
is looking for?


What content is available?


What content will best satisfy
the user?

Website optimization


Targeted keywords


Technical support


Competitive Analysis


Customer content


Site map


Website Content


Regular updates

Search Engine
Marketing
(SEM)

How is it different from SEO,
how do they work
together?

What is Search Engine Marketing?


Keywords


Textual advertising


Dominant Vs. Standard positions


Cost per click


How to determine a budget


Best uses

Pic of SEM
page

Social Media

Is Social Media a foreign language you
don

t speak?


The culture


Customer expectations


The language


Social Media Outlets

E
-
Mail
Marketing

E
-
Mail Marketing


Consumers who engage in opt in email marketing, spend more
online, buy impulsively, pay for convenience and tell others
about ads and emails they value maximizing ROI.



67% of US internet users say the motivation behind giving their
email address to a company is to receive discounts and
promotions.



57% of internet users worldwide said they are more apt to buy a
product or service in a store after getting a marketing email.



Email Marketing is extremely cost efficient, targeted and
measurable.

Defining the
Audience


Right customer


Right message


Right time

Research says it takes 8
-
10

touch points before a

consumer is at a point of

making a buying decision.


There is no big red EASY button

Consumers research online when
making product selection decisions:


92%+

use the web when making buying decisions
(research, reviews, retailer location, price comparison,
etc.)



70%

of U.S. online consumers already have researched
products/services online and then bought them offline.



54%

start their research at a search engine



28%
said that social media influenced their buying
decision. (
comscore

study, December 2009)



After product selected, most important criteria when
choosing where to buy are PRICE (38%) and SITE
REPUTATION (38%)

Recommendations



Understand you don’t have to do it ALL.


Create a strategy that defines and measures
what Interbank considers success.


Get help so that you can focus on your
expertise.


Keep in mind that technology is not going
away.


Technology will never replace good
customer service.


Technology can enhance the customer
experience


For more information, contact:



Michelle Kelley


michelle@genesisnetdevelopment.com


405.990.5213



Jenni

Shrum


jenni@genesisnetdevelopment.com


405.204.7088