Generating Sales Leads Online Presented to:Westmeath County Enterprise Board Presented by:Fergal O’Byrne, CEO, IIA Date:October 2006 Venue: Radisson Hotel, Athlone

2 Channels to your Business 1.Online and Offline Marketing 2.Marketing Mix 3. Marketing 4.New Channels: Blogging and Podcasting

3 This internet thing will never catch on $20Bn

4 Online Marketing Definition: Promoting your website and its content using online promotion, advertising and engagement. –Promotional –Informational –Online Selling –Cost Effective

5 The market is big, really big Google and Yahoo now claim to have somewhere from billion items in their index! Over 90% internet users use Search to find sites North America = 227 million internet users Europe = 230 million users Ireland = over 2 million users

6 Ireland as a market Over 2 million internet users 410,000 broadband users Over 60,000.ie domains registered 318,000 people bought travel and accommodation online in 2005 (CSO) Between 3-6 billion euro transacted online in Ireland

7 Consumers and the web 70% of all e-commerce transactions originate from a search (Forrester / IAB) 60% of web users visit search sites every month (NOP) Over 75% of web users rely on search engines to find their way around the web (RealNames survey / IAB)

8 Content Writing Content is King! For users AND search engines words per relevant page Keep keywords together Avoid overuse of phrase of keywords Review by someone outside business Avoid jargon and abbreviations

9 Keyword Generators ToolDescription GoodKeywords.comFreeware since August 2000 WordTracker.comFrom £4.20 per day Yahoo!’s Suggestion Tool Google AdWords

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11 Search Engine Marketing (SEM): Paying For Leads Search engines can deliver quality visitors Requires constant attention to ensure the maximum return for your spend Planning campaign deliverables and budget spend

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14 Optimising Your Ads: Testing Creatives Tunnel Vision Cheap Travel on Europe’s fastest network European Rail Travel Eurostar tickets to London, Paris, Brussels Cheap Eurostar Tickets Low Price Tickets 20% Discount Here ? % CTR

15 Optimising Your Ads: Testing Creatives Tunnel Vision Cheap Travel on Europe’s fastest network European Rail Travel Eurostar tickets to London, Paris, Brussels Cheap Eurostar Tickets Low Price Tickets 20% Discount Here % CTR 1.5 % CTR 4.5 % CTR

16 To outsource Online Marketing Agencies Full List on What to expect Contracts, deliverables and Statement of Work Avoid the cowboys – promising too much

17 Marketing Is Marketing for your business Use a Supplier of DIY Capturing Addresses Content, Design and Frequency Get Permission - DO NOT SPAM

18 HTML Examples

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20 Marketing Suppliers Options to Do it Yourself or employ and agency or ASP service –CheetahMail.com –Newsweaver.ie –Narragansett.ie –Eircom.ie –EzineDirector.com

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22 Future Areas of Interest Blogs –Personal Web Log –Citizen Journalism –Commercial Applications, RSS Podcasting –Publishing Audio and Video –Consume content when YOU want to

23 RSS and Podcasting RSS Really Simple Syndication Used by news sites, blogs and search sites Online RSS Reader Included in browser or web client PODCASTING Another form of media advertising Useful for audio and video Use with meta tags YouTube

24 Blogging Setting it up is easy Managing is not So why? –Almost all searches delivers a blog –Dynamic and up-to-date –Bloggers have visibility and influence –Has to be content rich and search engine friendly

25 Set Up Your Own Blog Try to set up your own blog Go to blogger.com Follow the steps and … … start blogging!

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29 Some useful reference sites IIA Blog (blog.iia.ie) Search Engine Watch IIA website – Irish Webmaster Forum -

30 About the Irish Internet Association Formed in 1997 to promote usage of internet as a business tool We represent suppliers, users, retailers, government and anyone who conducts business online Our goal is to connect, inform and promote the interests of our membership We are a non-profit business organisation

31 You decide if IIA Membership is right for your business To join online go to for more information or, fill out an application Or contact us –