• Save
Understanding Internet Marketing and Its Importance to Manufacturing
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Understanding Internet Marketing and Its Importance to Manufacturing

on

  • 2,468 views

An overview of internet marketing geared towards manufacturing. It details the cornerstones of a solid Internet marketing strategy: Drive, Convert and Measure.

An overview of internet marketing geared towards manufacturing. It details the cornerstones of a solid Internet marketing strategy: Drive, Convert and Measure.

Statistics

Views

Total Views
2,468
Views on SlideShare
2,464
Embed Views
4

Actions

Likes
1
Downloads
0
Comments
0

1 Embed 4

http://www.slideshare.net 4

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Funnel
  • Tie this not only to the KW research and what phase they are in the buying cycle. Are you answering the questions that are being asked?

Understanding Internet Marketing and Its Importance to Manufacturing Presentation Transcript

  • 1. Understanding Internet Marketing & Its Importance to Manufacturing
    Kathy Hokunson
    Regional Sales Manager,
    Site-Seeker, Inc. br />
  • 2. Who are we?
    • Founded in 2001
    • 3. Corporate Office in New Hartford NY
    • 4. Satellite offices in Bloomfield CT & Boston MA
    • 5. Employee 15 in Central NY
    • 6. Full Service Internet Marketing Agency
    • 7. Search Engine Optimization Services
    • 8. Pay-Per-Click Management Services
    • 9. Social Media Implementation and Mgmt
    • 10. Web Design, Development, Applications & Testing
    • 11. Analytics
  •                                                                             
    Bluff forges a better way to market online
    By: Traci Gregory
    12/12/08 10:13 AM
                                              
    NEW HARTFORD - Internet marketing is about more than adding a few keywords to a Web site to make it pop up in a Google search, according to Brian Bluff, president and CEO of Site-Seeker, Inc. . . .
    New Hartford, NY (November, 2008) Site-Seeker, Inc., provider of internet marketing and search engine marketing solutions, has been named one of Central New York’s Economic Champions for 2008, by the Syracuse Chamber of Commerce.
    Fast Track 50 of CNY
    New Hartford, NY (December, 2008) The Fast Track 50 is a list compiled annually to recognize Central New York’s 50 fastest growing companies. This is Site-Seeker, Inc.’s second year in the top five of this list. For 2007 the company was bestowed the honor of second place, solidifying its role as a model for success in Central New York business.
  • 12. "The increase in our website traffic is so large
    that we are having trouble keeping up with it; however, that's a problem we're grateful for!
    Before we teamed up with Site-Seeker, our website traffic was virtually non-existent.”
  • 13. "Site-Seeker has done a tremendous job working with us to improve our internet marketing efforts.”
    “Site-Seeker takes a refreshing analytical approach to
    internet marketing and it is really paying off.”
    “Since May of 2003, we have experienced a
    10 fold increase in traffic to our website,
    the average length of visit has increased by 33%
    and users are viewing more product pages. “
  • 14. What We Will Cover
    - Internet Marketing and your audience:
    Understanding the Technical Buyer
    - Cornerstones of Internet Marketing:
    Drive, Convert & Measure
    - What are the key components of Internet Marketing
    SEO, PPC, Social Media, Technical Content
    - Effective Websites
    Riverhawk Case Study
    - Return on Investment
    What to Measure
    - Audience website audits
  • 15. Social Media Workshop
    After the seminar:
    Twitter
    Linkedin
    Roll up your sleeves and check it out!
  • 16.
  • 17. A Show of Hands
    How many of you…
    …are currently successfully generating opportunities online?
    …think you could be doing a better job generating online opportunities?
    …are not sure where to start?
  • 18. Why is Internet marketing challenging?
    • Hard to break old habits
    • 19. You don’t do it every day
    • 20. The options are expanding rapidly
    • 21. We are in a technology revolution
    • 22. Buyer behavior and expectations have changed
    • 23. Your website has to act like a 24 hour per day salesperson
  • Understanding Technical Buyers
  • 24. Strategy
    Authority
    Symptoms
    Information courtesy of Enquiro Research
  • 25. Online Use by Phase
    Information courtesy of Enquiro Research
  • 26. Over 88% of technical buyers surveyed would go online when involved in a purchase decision.
    Even in the negotiation phase, 70% of technical buyers consult various online influencers.
    Information courtesy of Enquiro Research
  • 27. So where do they go?
  • 28. Budgetary Influences on Destination
  • 29. How much time do they spend?
  • 30. How Products Used to be Purchased...
    I need a …
    Where do I get it?
    Shop
    Months
    Evaluate
    Negotiate
    Buy
  • 31. ... Today (In the Internet Era)
    I need a …
    Where do I get it?
    Online
    Shop
    Evaluate
    Negotiate
    Prospect contact
    Buy
  • 32. What does this mean to you?
    • Prospects don’t call as much
    • 33. They are more informed when they do call
    • 34. You must place your website in the path of prospects
    • 35. Your website must be your best sales person
  • What buyers expect to find online
    Information relevant to their need
    - Do you have what I searched for?
    - Can you help me?
    - What do other people think about this product or service?
    Detailed and current information
  • 36. If you don’t meet the expectations of visitors?
    … your no 1 competitor…
  • 37. Vertical
    Websites
    Drive
    Convert
    Measure
    Social
    Media
    Your Website
    Your website is a machine….
    Cornerstones to a successful Internet marketing strategy
  • 38. DRIVESearch Engine Optimization(SEO)
  • 39. Search Engine Marketing (SEM)
    Is a form of Internet marketing seeking to promote websites by seeking to improve their visibility in search engine results pages (SERP’s).
    • In 2008 North American advertisers spent 27.5 billion on SEM, a 22% increase over 2007 and a 40% increase over 2006.
    • 40. From the emarketer digital intelligence website
  • Search Engine Marketing (SEM)
    SEO
    Pay-Per-Click
    The process of improving the volume and quality of traffic to a website from search engines via “natural” (“organic” or “algorithmic”) search results.
    An Internet advertising strategy used on search engines, advertising networks, and content websites, such as blogs, where advertisers bid on keywords to achieve ad placement.
  • 41. That was then ...
    - Google
  • 42. This is now ...
    - Google
  • 43. Will Bing be a contender . . .
  • 44.
  • 45. Search engine marketing
    From Wikipedia, the free encyclopedia
    Jump to: navigation, search
    Let’s define SEO a little more...
    Search Engine Optimization or SEO is a multi – phase process.
    • To have a successful SEO program you must think of SEO in terms of ongoing and in constant motion.
    Two Phase Approach
    Phase 1: Website Structure
    Phase 2: Ongoing SEO Efforts
    Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to theSearch Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]
  • 46. Search engine marketing
    From Wikipedia, the free encyclopedia
    Jump to: navigation, search
    Let’s define SEO a little more...
    Phase 1 - Website Structure
    • Navigation
    • 47. Organization of Code and Link Structure
    • 48. XML sitemap
    • 49. robots.txt
    • 50. Tags: Title, Header, Keyword, Description, Alt Img
    • 51. Content – Keyword Research, Content Rewrite (keyword density etc)
    • 52. Analytics – install or verify GA, establish conversion funnels
    Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to theSearch Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]
  • 53. Search engine marketing
    From Wikipedia, the free encyclopedia
    Jump to: navigation, search
    Let’s define SEO a little more...
    Phase 2 - Ongoing SEO Efforts
    • Research and develop inbound links
    • 54. Create Authority - Create Content Pages for:
    • 55. social media
    • 56. micro sites
    • 57. 301 redirects from alternate domains
    • 58. vertical search
    • 59. Ongoing – SEO Efforts are a fluid and ongoing process:
    • 60. touching and addressing all items listed above as well.
    • 61. addressing website performance, strengths and weaknesses as identified in GA reporting.
    Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to theSearch Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]
  • 62. Search engine marketing
    From Wikipedia, the free encyclopedia
    Jump to: navigation, search
    Let’s define SEO a little more...
    SEO is NOT a one time deal.
    SEO is an ongoing process that requires the provider to monitor cause and effect and modify actions as needed.
    There are many things that affect the strength and positioning of a site that are addressed on a priority basis, yet all are crucial to the overall success. And the factors affecting the positioning of a site and it’s content pages is constantly shifting.
    Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to theSearch Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]
  • 63. Keyword Research - Step 1
    • What products or services do you want to be found for?
    • 64. How do your prospects and clients refer to those product or services?
    • 65. What are the key phrases that make that prospect a qualified buyer
    • 66. think longer phrases that are more precise. referred to as long tail searches, the average number of words per search query is 3
    • 67. for highly competitive terms consider adding geographical modifiers to help improve positioning
  • Keywords tell the search engines what your site is about
    “Keyword”
    Keyword Selection - Summary
    • Don’t let the website designer pick your keywords
    • 68. Use words and phrases that your customers use
    • 69. Examine competitor’s keywords
  • 70.
  • 71. What terms do prospects use…?
  • 72. Are they looking for someone to advise them?
  • 73. Are they brand loyal?
  • 74. Are they ready to buy?
  • 75. Do they want to shop locally?
  • 76. Competitive Research - Step 2
    • Who are your competitors?
    • 77. What keywords are they using?
    • 78. What keywords are they being found for?
    • 79. Where do they get their inbound links from?
  • Establish Baseline & Benchmarks - Step 3
    • What keywords do you want to measure your position for?
    • 80. What do you want to use to measure effectiveness?
    RFQ’s, Phone calls, Increased traffic, position
    • Establish Conversion Funnels and measure what is important to you.
  • Local Search
  • 81. Get Listed - Step 1
  • 82. Get Listed - Step 2
  • 83. Google Local Video
    © 2009 Site-Seeker, Inc.
  • 84. Local Search - Summary
    • Free
    • 85. Easy
    • 86. Trackable
    • 87. Gets you there with little to no effort
  • DRIVE
    Pay-Per-Click(PPC)
  • 88.
  • 89. Getting Started
    • Keyword research
    • 90. Create negative words
    • 91. Establishing a budget
    • 92. Create budget parameters: Maximum spend by day, week or month
    • 93. Create effective display parameters
    • 94. Content Network?
    • 95. Time of day and days of week?
  • Ad Group
    Ad 1
    Ad 2
    Ad 3
    Account
    Campaign
    Basic Pay-Per-Click Structure
  • 96. According to Google online advertising should . . .
    - Google
  • 97. - Google
  • 98. Localized Search – Organic & PPC
    General Rule of Thumb
    If a company can only survive (or thrive) locally…
    … then a portion of the people searching for the Company’s products or services will refine their search using geographic modifiers
    Country, State/Province, City/Town/Village, Zip/Postal Code
  • 99. DRIVE
    Social Media
  • 100. YouTube
  • 101. Video is quickly becoming as widespread a content medium online as text!
    13 Hours: The amount of video uploaded to YouTube every Minute.
    412.3 Years: The amount of time it would take to watch every video on YouTube.
    100 Million: The amount of YouTube videos watched everyday.
  • 102.
  • 103.
  • 104.
  • 105. Monitor Successes
  • 106. Monitor Successes
    Is this your target audience?
  • 107. DRIVE
    Social Media & Technical Content
  • 108. What types of content do you most frequently pass along?
    - Marketing Sherpa
  • 109. Technical Content in Search
    Screenshot of
  • 110. Technical Content as a Landing Page
    Screenshot of
  • 111. Technical Content as a Blog
  • 112.
  • 113.
  • 114.
  • 115. Convert & Measure
  • 116. How buyers use the Internet
    Based on the survey performed by Enquiro:
    • Google holds a dominant position – 77.7% of respondents start in Google
    • 117. 74.4% choose an organic link
    • 118. 18.7% choose a sponsored link – 12.2% clicked on a top ad while 6.5% clicked on the right rail ads
    • 119. Top 4 organic listings captured 52.6% of all click thrus with 27.1% going to the #1 position
  • What buyers expect to find online
    Information relevant to their need . . .
    Do you have what I searched for?
    • Online Catalog or Product Pages
    • 120. Searchable Technical Content – easy to navigate
    • 121. Product Manuals or Spec Sheets
    Can you help me?
    • Technical Support
    • 122. Contact Information – easy to find
    • 123. What do other people think about this product or service?
    “When asked what the top influences were on the purchase decision, respondents across all phases indicated that the website of the vendor . . . and search engines were the most important influencers.”
  • 124. Clear Contact Points
    Products Organized by Type AND Application
  • 125. Case Studies & Engineering Tools
  • 126. Engage your visitors with easy to use contact forms
  • 127. What happens when you do engage them?
  • 128. Short Form Submission
    October 2009
    120 Long Forms Submitted
    142 Short Forms Submitted
    262 Total
    114.75%
  • 129. Case Study
    Riverhawk Company
    “Our Internet marketing program is the single best marketing investment we have made.”
    – Kevin Sanger, VP Sales & Marketing
  • 130. The Company
    Riverhawk Company
    www.riverhawk.com
    Industry:
    Hydraulic Mounting
    Equipment Manufacturing
    Custom Manufacturer
    &
    Engineering Services
  • 131. The Problem
    • 4 year old website
    • 132. Not optimized for organic search
    • 133. No standard terminology to describe offering
    • 134. Not reaching prospects with solutions
    • 135. Existing traffic not converting
    • 136. Poor website navigation
  • The Plan
    • Optimize for organic search
    • 137. Streamline website navigation
    • 138. Increase brand awareness as engineering resource / solution provider
    • 139. Improve use of website real estate
    • 140. Develop valued content
    • 141. Establish website performance baseline and competitive analysis
    • 142. Implement web analytics to evaluate improved website performance
    • 143. ROI as success metric
  • 144. April new site published
    Site baseline:
    May-June
    New site data:
    May - June
    Approximately 53% more traffic since new site was launched
  • 145. Client Found for “Name” Searches
    # of Visitors that searched by NAME – stayed the same
  • 146. Client Found for “non-name” Searches
    95% increase in prospect group traffic
  • 147. Stickiness
    Visitors that searched by name are now finding more value and staying on site longer.
  • 148. When you combine the site’s ability to engage users
    and increase traffic the results can be dramatic.
  • 149. So What!?
    What does this mean:
    …who is on my site?
    …how did they get there?
    …what are they doing?
  • 150.
  • 151.
  • 152.
  • 153.
  • 154. The Payoff
    • 53.2% increase in overall site traffic
    • 155. 94.4% increase in prospect traffic
    • 156. 174.3% more prospects stayed on the new website
    • 157. 50 new inquiries per month (phone and email) with a 26% close ratio
    • 158. First year revenue in excess of $750K
    • 159. ROI = 345%
  • Key Points
    • Incorporate measurement into your marketing goals
    • 160. Monitor for continuous improvement
    • 161. Your website is a process, not a project
    Remember: You cannot manage what you cannot measure!
  • 162. Vertical
    Websites
    Social
    Media
    Return on Investment
    Your Website
    Your website is a machine….
  • 163. ABC Co., sells widgets
    Here is an example of the power of managing drive, convert and measure.
    Baseline results
  • 164. Increase traffic only
  • 165. Increase
    conversion only
  • 166. Impact on Profit
    + $18,000
    + 69%
  • 167. Bring it all together…
    Let’s look at your websites.
  • 168. Thank You!
    Search Engine Marketing
    Kathy Hokunson
    Regional Sales Manager,
    Site-Seeker, Inc. br />kathyhokunson@site-seeker.com