Understanding Internet Marketing & Its Importance to Manufacturing<br />Kathy Hokunson<br />Regional Sales Manager,<br />S...
Who are we?<br /><ul><li> Founded in 2001
 Corporate Office in New Hartford NY
Satellite offices in Bloomfield CT & Boston MA
 Employee 15 in Central NY
 Full Service Internet Marketing Agency
Search Engine Optimization Services
Pay-Per-Click Management Services
Social Media Implementation and Mgmt
Web Design, Development, Applications & Testing
 Analytics</li></li></ul><li>                                                                            <br />Bluff forge...
&quot;The increase in our website traffic is so large <br />that we are having trouble keeping up with it; however, that&a...
&quot;Site-Seeker has done a tremendous job working with us to improve our internet marketing efforts.”<br />“Site-Seeker ...
What We Will Cover<br />- Internet Marketing and your audience:<br />Understanding the Technical Buyer<br />- Cornerstones...
Social Media Workshop<br />After the seminar:<br />Twitter<br />Linkedin<br />Roll up your sleeves and check it out!<br />
A Show of Hands<br />How many of you…<br /> …are currently successfully generating opportunities online?<br />…think you c...
Why is Internet marketing challenging?<br /><ul><li>Hard to break old habits
You don’t do it every day
The options are expanding rapidly
We are in a technology revolution
Buyer behavior and expectations have changed
Your website has to act like a 24 hour per day salesperson</li></li></ul><li>Understanding Technical Buyers<br />
Strategy<br />Authority<br />Symptoms<br />Information  courtesy of Enquiro Research<br />
Online Use by Phase<br />Information  courtesy of Enquiro Research<br />
Over 88% of technical buyers surveyed would go online when involved in a purchase decision.<br />Even in the negotiation p...
So where do they go?<br />
Budgetary Influences on Destination<br />
How much time do they spend?<br />
How Products Used to be Purchased...<br />I need a …<br />Where do I get it?<br />Shop<br />Months<br />Evaluate<br />Nego...
... Today (In the Internet Era)<br />I need a …<br />Where do I get it?<br />Online<br />Shop<br />Evaluate<br />Negotiate...
What does this mean to you?<br /><ul><li>Prospects don’t call as much
They are more informed when they do call
You must place your website in the path of prospects
Your website must be your best sales person</li></li></ul><li>What buyers expect to find online<br />Information relevant ...
If you don’t meet the expectations of visitors?<br />… your no 1 competitor…<br />
Vertical <br />Websites<br />Drive<br />Convert<br />Measure<br />Social<br />Media<br />Your Website<br />Your website is...
DRIVESearch Engine Optimization(SEO)<br />
Search Engine Marketing (SEM)<br />Is a form of Internet marketing seeking to promote websites by seeking to improve their...
From the emarketer digital intelligence website</li></li></ul><li>Search Engine Marketing (SEM)<br />SEO<br />Pay-Per-Clic...
That was then ...<br />- Google<br />
This is now ...<br />- Google<br />
Will Bing be a contender . . .<br />
Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />Let’s define SEO ...
Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />Let’s define SEO ...
 Organization of Code and Link Structure
 XML sitemap
 robots.txt
 Tags: Title, Header, Keyword, Description, Alt Img
 Content – Keyword Research, Content Rewrite  (keyword density etc)
 Analytics – install or verify GA, establish conversion funnels</li></ul>Search engine marketing, or SEM, is a form of Int...
Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />Let’s define SEO ...
 Create Authority -  Create Content Pages for:
 social media
 micro sites
 301 redirects from alternate domains
 vertical search
 Ongoing – SEO Efforts are a fluid and ongoing process:
 touching and addressing all items listed above as well.
 addressing website performance, strengths and weaknesses as identified in GA reporting.</li></ul>Search engine marketing,...
Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />Let’s define SEO ...
Keyword Research - Step 1<br /><ul><li>What products or services do you want to be found for?
How do your prospects and clients refer to those product or services?
What are the key phrases that make that prospect a qualified buyer
think longer phrases that are more precise. referred to as long tail searches, the average number of words per search quer...
for highly competitive terms consider adding geographical modifiers to help improve positioning</li></li></ul><li>Keywords...
Use words and phrases that your customers use
Examine competitor’s keywords</li></li></ul><li>
What terms do prospects use…?<br />
Are they looking for someone to advise them?<br />
Are they brand loyal?<br />
Are they ready to buy?<br />
Do they want to shop locally?<br />
Competitive Research - Step 2<br /><ul><li>Who are your competitors?
What keywords are they using?
What keywords are they being found for?
Where do they get their inbound links from?</li></li></ul><li>Establish Baseline & Benchmarks - Step 3<br /><ul><li>What k...
What do you want to use to measure effectiveness?</li></ul>RFQ’s, Phone calls, Increased traffic, position<br /><ul><li>Es...
Get Listed - Step 1<br />
Get Listed - Step 2<br />
Google Local Video<br />© 2009 Site-Seeker, Inc.<br />
Local Search - Summary<br /><ul><li>Free
Easy
Trackable
Gets you there with little to no effort</li></li></ul><li>DRIVE<br />Pay-Per-Click(PPC)<br />
Getting Started<br /><ul><li> Keyword research
 Create negative words
 Establishing a budget
 Create budget parameters: Maximum spend by day, week or month
 Create effective display parameters
 Content Network?
 Time of day and days of week?</li></li></ul><li>Ad Group<br />Ad 1<br />Ad 2<br />Ad 3<br />Account<br />Campaign<br />Ba...
According to Google online advertising should . . .<br />- Google<br />
- Google<br />
Localized Search – Organic & PPC<br />General Rule of Thumb<br />  If a company can only survive (or thrive) locally…<br /...
DRIVE<br />Social Media<br />
YouTube<br />
Video is quickly becoming as widespread a content medium online as text!<br />13 Hours: The amount of video uploaded to Yo...
Monitor Successes<br />
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Understanding Internet Marketing and Its Importance to Manufacturing

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

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

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