Setting up digital presence.pptx

Setting up digital presence Digital presence Entrepreneurs will learn how to: Create an online presence Sell products and services electronically Utilize online applications for marketing Internet Activities Browse the Internet Send and read email Use a search engine Research pro...

Setting up digital presence Digital presence Entrepreneurs will learn how to: Create an online presence Sell products and services electronically Utilize online applications for marketing Internet Activities Browse the Internet Send and read email Use a search engine Research products/ services Check the weather Buy a product Get news Top Buy or make travel reservations Watch a video Developing an Online Presence To begin development of an online strategy, ask these questions: Do I need a website (or some other type of online presence)? What do I want to accomplish by establishing an online presence? What is online presence online presence? Is the sum of all identities one has created, both personal and business driven, and the interactions those identities have established, and participated in, online. Why online presence Evolution of social media for business Before the social media boom, marketers thought social media was just another fad that would son likely pass, in the name of networking scam. Before there was social media, Netizens in the 1970s and 1980s spent most of their time on social networks like dating sites and online Fórums.  The dot-com bubble f 1995-2002 was a critical event that allowed the internet to become a viable marketing tool. It began with search marketing, prompting brands to créate websites to establish online presence. In 2003-2004, the arrival of social media sites like Facebook, Linkedin and Myspace initiate the shift of internet users from multiplayer online games to social networking sites. Eventually, business picked up on the positive effects of a social media site presence on e-commerce. Business Reasons for Being Online Marketing Customer Sales Increasing the breadth Support Providing a means for of marketing options Providing information or purchasing products education to customers and services about products and services Pros and cons of online presence Pros reduced marketing cost increased sales increased traffic to website improved ranking on search engines greater customer engagement opportunity for customer feedback opportunity to conduct market research about customers improved networking opportunities with customers and other businesses Cons social media is immediate and needs daily monitoring additional resources may be needed to manage online presence. real benefits may not come if online presence is not well managed risks - negative feedbacks, hacking, etc Traditional vs internet marketing traditional marketing television radio newspapers magazines billboards direct mail internet marketing video sharing, websites blogs, micro blogs social networks widgets search advertising direct email Steps to building a solid online presence 1. website optimization why you need a website what are the rules to follow when setting up a website? what to upload on your website 2. creating social media profiles and accounts create a social media profile handle that best describes your brand know where your target audience hang out complete all social media profile bio put relevant/brand image on your profile picture 3. search engine optimization (seo) seo is the art/science of getting a webpage ranked highly on the major search engines. search engine optimization (seo) is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines. why seo? seo recipes on page factors  keyword analysis  site mechanics  content mechanics  inbound and outbound linking 4. search engine marketing  these are paid listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs. in contrast, organic listings are not sold.  paid inclusions - advertising programs where pages are guaranteed to be included in a search engine's index in exchange for payment. - no guaranteed ranking payment made on a cost per click (cpc) basis.  paid placements - advertising programs where listings are guaranteed to appear in organic listings. - the higher the fee, the higher the ranking. e.g. sponsored links and google’s adwords 5. internet advertising what is your strategy? which platform promotes better? how would you promote your business online? how would you locate your target audience? Social media marketing Social media marketing social media marketing uses social media platforms to créate and foster communities and relationships. It is focused on creating content that attracts attention and encourages readers to share content with their social networks. Social media marketing using facebook we can create a page for a product, organization, celebrity etc  we can include our new product details – banner  we can upload photos, share videos & post links that direct to our site/blog. we can publish notes and create groups.  we can put facebook like box in out site. we can create events like recent activities, upcoming events etc. create advertisements about the new & existing & upcoming products (ads are either free or paid). facebook provides classified ad services. facebook allows to send messages to users you have no connection with. Social media marketing Social media marketing using twitter focus on brand promotions & microblogging (140 characters). build strong & powerful relationship with prospective customers. attractive bio increases popularity. educate followers about your new product, creating awareness and necessity. we can easily gain followers by and ask for opinion and reviews. we can create bafollowing the active members on twitter. we will get followers by following the followers of experts, gurus or of our competitors in twitter. for getting followers we have to follow many in a consecutive manner.  can post a product, link etc nners about products, organizations etc. Social media marketing Social media marketing using google create profile create page content development buzz creation integrating page with other social media channels post updates with links to the desired landing page joining communities adding influencers to our circles Mobile marketing mobile marketing Mobile marketing mobile marketing is… marketing and communications to customers or constituents on portable devices wherever they may be. Whatsapp BBM Instagram mobile strategy considerations four questions to consider: where is your user? (travelling, at home, at work) what do they need? (location, information, entertainment) what devices do they have? (smartphone, tablet, laptop) what content do you have already? (white papers, powerpoint, video)