Direct Product Sales Generate more leads Requests for information Phone call or contact form Email opt-in Set the stage for warmer sales calls Knowledgeable customers Support complex sales That have multiple touch points Build Word-of-Mouth
Why do we focus on Search Engine Optimization & Search Strategy? One reason Following SEO best practices… Provides a better customer experience Drives brand consistency Makes you more connected Brings in more customers
The marketer skills are
The developer focuses on
Load them into a spreadsheet and update online.
CONNECT WITH INFLUENCERS IN DIVERSE COMMUNITIES Facebook, AsianAvenue MiGente BlackPlanet Young people use Online Social Networks (Facebook) as their primary online touchpoint Drive traffic to the web site Build engagement Business People use LinkedIn.com Who you know and who they know Communities organize themselves on social networks Our goal is to make sure that each supporter online, regardless of where they are, has a connection with Obama Scott Goodstein, New Media “Guru” for Obama’s Campaign
Search Engine Marketing (SEM) Pay-per-Click (PPC) model Bid on keywords and key phrases Maximum per-click Daily budget Direct Search and “Content Network” Price & placement based on “Quality Score” Keyword density and SEO Compliance Click-through history
What does that ticket buy you?
Campaign Specific target and purpose Ad Groups Keywords Broad, exact phrase, negative words Ads 25-35-35 + url Auto-adjusts for best variation
SEARCH ENGINE OPTIMIZATION: Put your web site to work! @averycohen #socialmediabc Presented by: Avery Cohen - Metrist Partners July 24, 2009
Tracking Key Performance Indicators (KPIs) KPI Jan Goal Jan Actual ±% Total Visits % Paid Visits Email List Opt-In Opt in % Email Unsubscribes Email List Size Whitepaper Downloads Download % Visits Contact Us form start Contact Us complete %