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  • 1. TM in a Digital Economy Written by | Paul Gimenez S. (PhX) and Jesus Pacheco (PhX)© Copyright 2011, PHX Media Group. All rights reserved.PHX Media Labs™ and Cybertising™ are registered trademarks of PHX Media Group, LLC.
  • 2. indexIntroduction P. 2The Importance of Your “Conversion” Rate P. 3Competitor Benchmarking and Business Strategy P. 5Building a Competitive Online Presence P. 9Driving Traffic to Your Online Presence P. 12Search Engine Optimization (SEO) P. 14Search engine Marketing (SEM) P. 16Pay-per-Click (PPC) P. 17Ad Networks P. 18Remarketing P. 19Affiliate Marketing P. 20Shopping Channels P. 21Local Media P. 22Social Media P. 24Mobile Marketing P. 27Optimization For Better Conversion P. 29Cybertising, Defined P. 31
  • 3. TMINTRODUCTIONAs a CEO, Business Owner, Marketing and/or Sales Executive you surely know thatmastering new media and online marketing is essential to maintaining and growingyour business.For you as the decision maker, this means that beyond a website, you must allocatemarketing and sales dollars to new and often complicated online marketing tech-nologies, tools, and processes like pay per click (PPC), Search Engine Optimization(SEO), Display Networks, Email Marketing, Mobile Ads, SMS, Social, Etc.The list keeps growing, and staying ahead of the game requires a lot of time or awhole team of online marketing specialists working on numerous aspects of yourdigital marketing strategy.The aim of this guide is to give you practical knowledge of the most importantaspects of online marketing. Using real-world examples, we will outline vitalconcepts you need to know about the processes of online marketing, the manyactivities involved, and the importance of coherently integrating them to achievesuperior commercial results over time. 2
  • 5. TMTHE IMPORTANCE OF YOUR “CONVERSION” RATEBefore entering into the processes of online marketing, it is important 1 100 clicks on the search engine results page link leading to your clarify that any webpage or online initiative for a business must have 2 40 stay on the site and start exploring (40% micro conversion)a measurable commercial objective or conversion goal that clearly 3 10 put and item in the shopping cart (25% micro conversion)justifies the investment. The days of creating a “beautiful” website thatacts as an expensive brochure which nobody visits or, even worse, 4 2 enter credit card and click checkout (20% micro conversion fromwebsites that do not generate business, are over. previous step, 2% Macro Conversion for Site)The objective(s) or conversion(s) could be: Online Marketing like Offline Marketing is in great part a numbers game. However, unlike offline marketing, the real time nature of interaction allows you the capability to measure conversions in real time (versus weeks andTo sell products on the site. months) and make adjustments instantly to optimize the process.To generate leads for the sales department.To drive traffic to a location. Average conversion rates for e-commerce sites are between .075%-2%, butTo engage customers and create loyalty. superstar conversion rates of up to 20-40% are not unheard of for those companies that successfully optimize conversion by constantly tweakingTo gather customer feedback efficiently. usability, design, and copy elements to achieve the desired results.To create brand awareness.To lower the cost of customer service, by providing online chat help. We believe that, if you are in business, your website or any online marketing initiative must have, at its core, clear conversion targets and a process forFor the purposes of online marketing, “micro conversion” refers to any conversion rate optimization.time a potential customer takes the desired action leading to the nextstep of the sales process e.g. adding items to a shopping cart.A “macro conversion” is when people actually do what you want (buy,generate a lead, review posting, etc.)Conversion rates are expressed as a percentage. As an example, here isa simplified conversion funnel for an ecommerce site: 4
  • 7. TM COMPETITOR BENCHMARKING AND BUSINESS STRATEGYYour online initiatives must be competitive, and that means you need to acquire a deep understand-ing of what is happening in your industry online: what your competitors are doing, what the bestpractices are, what kind of keywords your competitors are using, what kind of keywords your clientsare searching for, etc.Wars are won at the command headquarters, and before sending troops to the battlefield, goodcommanders design their plans based on good intelligence about the enemy. Before going to thedrawing board, ask yourself: 1 Is your online marketing better or on par with your competitors when it comes to driving new business and conversions? 2 Is your online marketing in sync with the business strategy and realities of your business?Let’s start on how to approach the first question. For your website or online presence to be competi-tive, you must acquire a deep understanding of what is happening in your industry online. Here aresome of the questions you absolutely need to answer:What are your competitors doing online?Are their websites professionally designed and branded?Are their websites designed for conversions?Which competitor has more visitors?How are competitors capturing new clients and promoting their website?What are the best practices on the pages you consider the best?What kind of content and copy are your competitors using to convert?What kind of keywords (the terms people enter into a search engine like Google to find what theywant) are your competitors bidding on?What kind of keywords your clients are searching for?What kind of results appear on the Search Engine Results Page when you type in those keywords? 6
  • 8. TMCOMPETITOR BENCHMARKING AND BUSINESS STRATEGYA solid understanding of these questions allows you to build your online marketing campaign onquantifiable, real market information. The good news is that the Internet is rich in free information,with many tools that can help you gain a better understanding before you spend any money. Here is alist of some research that you should perform to ensure that your online marketing is competitivewithin your industry:• Search engines. Type the keywords you think describe your business and explore the pages of your competitors.• At each competitor page take a good look at: branding, design, copywriting, how professional it is, where does the website ask for data or the sale, what kind of trust elements (e.g. BBB sign) are present, how useful and easy to read is their content.• Use easy-to-use tools, such as or, to understand what kind of visitors volume or traffic the website has.• Use tools like to understand what kind of keywords the site is bidding for.• Use free tools like Google Insights for Search and Google Trends to identify the trends on relevant keywords for your business.Some of the most useful online tools for research are Google’s AdWords’ Keyword Tools and GoogleInsights. Using these tools a car dealership owner can know FOR A FACT that there were 3 timesmore searches on Google for “Ford Mustang”—almost 1.8 million unique searches monthly—than for“Chevrolet Camaro.” Or you can see that on average “Mustang 2011” has 50% more searches, at 450thousand unique searches per month, than “Camaro 2011.” The dealer using keyword research willalso learn that Camaro is quickly catching up to Mustang during the first 6 months of 2011.At its most basic, keyword research shows how the public is interacting with a given industry online. Itis one of the essential data points for any online marketing initiative, and it casts a revealing light onany industry. 7
  • 9. TMCOMPETITOR BENCHMARKING AND BUSINESS STRATEGYLet’s go to the second original question. Now that you know the best practices of your competition, itis time to understand what kind of resources you have in place or need to match in order to betteryour opponents.Some important questions to consider:What kind of budget and resources do you have available for online marketing?What are your conversion and growth goals?What is the timeframe of your online activities?Do you have the knowledge and time in-house to execute your objectives?Based on your answers you will start crafting an Online Marketing Strategy according to yourresources, business objectives, and scope of work in order to start competing or gaining market sharefrom your competitors over time. A solid understanding of these questions allows you to build youronline marketing campaign on realtime Market Information. 8
  • 11. TMBUILDING A COMPETITIVE ONLINE PRESENCEInternet and mobile Internet users are bombarded with over 3,000 promotional messages per day. Tomake matters worse, 99% percent of what they find online is clutter. Did you know that the averagetime spent in a website is 4 seconds?Have you noticed, when you are looking for something online, your own reaction when you land on apoorly designed and poorly written website?Have you noticed the difference between a custom and a template site?Have you struggled to find a way to contact the business behind the page?Have you tried to reach a website from your mobile phone and could barely read what was on thepage?Have you searched for something specific, and, when you click on a page, they talk about everythingbut what you were looking for?Even now, in 2011, many marketing decision makers and business owners define an online initiative ashaving a website with as much information and content as possible. That used to be effective. Today,Internet users have become more demanding and expect to find what they are searching for easily.There’s a lot more competition too, making it even harder to outperform your opposition. And withmobile and social media’s ubiquity, the definition of “a business web presence” has grown waybeyond an official corporate website.Many times we have clients that say, “I have a great website, now I need traffic!” And many times wesee costly traffic that turns into BOUNCES, because the page is not RELEVANT, is poorly designed, orhas no call to action, no mechanisms for conversion and in general lacks transactional capabilities. 10
  • 12. TMBUILDING A COMPETITIVE ONLINE PRESENCEToday, given the nature of our always-connected Internet state, Targeted “landing pages.” These landing pages, or “micro sites,” aresupply and demand has changed forever. Search engines are extensions of your main site built to communicate, specifically andresponsible for consumers having the capacity to research and efficiently, the service or product that potential customers are search-make purchases 24/7. We live in an age where people search for ing for. When a client is looking for product X or product Y, make surewhat they want online thanks to Google, Bing, Yahoo and other they “land” on the page that sells product X or product Y not on thesearch engines. This interactivity and real time nature of online one page where they have to search from A to Z to find the productmarketing offers the opportunity to capture a customer with they are looking for.INTENT to purchase at the most critical point in the sales process.When they are actively searching for a product, service, or informa- A mobile site. More than 20% of the searches are now mobile, andtion. this number keeps growing. As Smartphones become the norm, it is increasingly important to create a separate website designed specifi-Google is now an internationally recognized verb and one of the cally for the small screens and navigation constraints of mobile use.most valuable companies in the world. Businesses that understand Have you tried to navigate a big site in a small screen? Not fun.these marketing dynamics and make the investment to implement Another advantage of having a mobile strategy is mobile search. Thinkthem appropriately will gain market share over their competitors. On about your own time to action between searching on a mobile andthe flip side, allocating unlimited resources to Search Engine actually arriving at the store, restaurant, or business you were search-Marketing in the same way traditional advertisers sprayed mass ing messages can be very expensive and not very effective. Social media. This is a fantastic chance to interact directly withIf you take only one thing from this guide it is this: Do not spend existing and potential customers, allow them to recommend you, andmoney bringing traffic to a poorly designed website that is not give you feedback. Creating self-replicating viral conversations is keygeared for conversion. but making sure those conversations are positive is vital.In 2011, to successfully exist online you need to establish: Successfully managing all of the different elements of a business’sYour main site. Your business’s website is important, because it is online presence requires expertise in design, copy, and usability, allthe core of your web presence. It has to have professional appear- ultimately focused on conversions as they relate to your businessance, usability, branding, contact forms, web-copy, security badges, goals. All of these elements of your online presence should be com-terms of use and written policies, etc. Avoid using cheap run of the petitive, since you took the time to benchmark best practices frommill web templates. Your main site is vital to your Branding, so don’t successful competitors and now have a competitive presence for yoursettle for anything less than custom, and remember a $99 web company. Your websites are now ready for visitors, and you want to dotemplate will probably give you $99 results. this fast, effectively, and economically. 11
  • 14. TMDRIVING TRAFFIC TO YOUR ONLINE PRESENCEWe mentioned before that people are searching the Internet with intent to buy, download, or gaininformation on a subject. As a business owner, it is your job to sell it to them, or in other wordsconvert a query into a paying customer. Those clicks, on the search engine results page ad or banner,that direct visitors to your website, mobile site, landing page are what we call traffic. However not alltraffic is good. There is useless traffic that makes no money, and targeted traffic that translates intoconversions and money in your bankRegardless of what kind of traffic, the search process always starts with a query or “keyword.” SearchEngines arrange those queries into data that is readily available to users interested in gaining acompetitive edge.“If content is King, Keywords are Queen.” Needless to say, not all queries apply to all businesses, and,based on numerous factors, search engines determine if a page matches what a searcher is lookingfor.The major forms of driving traffic are:Search Engine Optimization (SEO)Search engine Marketing (SEM)Pay-Per-Click (PPC)Local SearchSocial Media MarketingAd NetworksAffiliate MarketingShopping Channels & Marketplaces 13
  • 15. TMDRIVING TRAFFIC TO YOUR ONLINE PRESENCESearch Engine Optimization (SEO)We will begin by making it clear that organic traffic (the one you don’tpay search engines for, and the one that people optimize with constantSEO) is highly valuable, but it’s not free.Search engine companies such as Google, Bing, and Yahoo are in busi-ness because they deliver RELEVANT results to their users queries, andtheir methods for organic ranking are, a big secret, all ultimately drivenby relevancy.As a business owner in order to craft a successful website, search enginerelevancy is a matter of having the right content, the right site program-ming, and many relevant sites linking or directing traffic to your website,therefore validating that your site is relevant.Remember that ranking for an obscure word that only 100 people searchwith 10 results, is not as competitive as ranking in a keyword searched bymillions of users, with hundreds or thousands of competitors in thesame space.SEO also works slowly, as search engines must crawl a site several timesbefore organic keyword relevance will gradually begin to move your siteup in organic search results. Because of this, successful search engineoptimization is an incremental and iterative process that takes a lot oftime (i.e. money), constant improvements, and requires many processesto be implemented in a coordinated fashion. 14
  • 16. TMDRIVING TRAFFIC TO YOUR ONLINE PRESENCESearch Engine Optimization (SEO)When making changes to a site for improved SEO some of the most The three things we hope you take away about SEO are:important things to remember are: 1 SEO can be highly beneficial, but it is not “Free”—a lot of effort isGood usability and website navigation. required.Keyword relevant content. 1 2 SEO takes time—literally months—and any consultant promising you fast results is setting your business up for easy, non-relevant rankings.Good “Metatags” (item descriptions hidden in the code of your page). 3 Even if SEO is working, but your page is complicated because of yourMore Relevant sites linking to your page. SEO efforts, your conversion rate will suffer from poor user experienceWhen launching an SEO campaign it’s important to reach out to bloggers, and lack of RELEVANCE for the CUSTOMER!by Email, phone, or in person and convince them to link to your site.Adding a relevant blog to your page and creating new content withregularity.SEO best practices also favor clean, informative, text-based URL’s overnumerical, automatically generated, meaningless URL’s.Estimates say that 45% of traffic for a given search term clicks on the #1ranking, which is an amazing number. For this reason SEO is very impor-tant, however it is as complicated as it is important, and that is thereason many business hire experts to take care of their optimizationefforts.However, it’s essential to strike a balance between SEO and user experi-ence. Adding too much content or creating weird, keyword-stuffed MetaData can hurt your conversion rate, even if it helps your site gain traffic. 15
  • 17. TMDRIVING TRAFFIC TO YOUR ONLINE PRESENCESearch Engine Marketing (SEM)Search Engine Marketing is a form of online marketing that seeks topromote websites by increasing their visibility on search engines throughvarious forms of paid advertisements and placements. The most signifi-cant players in SEM are Google and their Adwords platform, Facebookwith their own pay-per-click ad serving capacities, Yahoo Search Market-ing, and Microsofts Bing’s adCenter.A major difference between SEO and SEM is the ability to pay searchengines for immediate placing and results. Below we will outline variousforms of SEM starting with pay-per-click. 16
  • 18. TMDRIVING TRAFFIC TO YOUR ONLINE PRESENCEPay-per-ClickPay-per-Click (PPC) ads are the text advertisements you see on the PPC is not rocket science, however, successfully and profitably imple-sidebar of a search results page (SERP) on search engines like Google, menting a PPC campaign has a potentially steep and expensive learningYahoo, and Bing, or Social networking sites like Facebook and LinkedIn curve. Even though you could launch a massive campaign in an hour, we(advertising on Facebook is further discussed in the Facebook section of strongly recommended that you start slow, see what works, then buildthis paper). out your campaign based on precedent, quantifiable data, and market experience. As with SEO, PPC requires a deep understanding of itsPPC ads work on a bid system, and advertisers set bid limits for capacities, best practices, and processes.keywords. How closely a user’s search query matches the keywords youare bidding on and your bid limit for those keywords determines if your Training is highly recommended. Google offers a 75-page trainingad will show for a query and how much it will cost. Noncompetitive manual and certification program for fundamental AdWords manage-terms can cost only $.05, but competitive terms can get pricey. High- ment, but we have noticed that very few busy business owners haveticket services like cable packages or insurance can cost upwards of time to truly train and master this very powerful tool. Many companies$35-per-click, since there are many businesses bidding highly on these seek outside help with their PPC advertising or hire a PPC expert, ifterms. However, successful PPC advertisers see amazing ROI when a $35 necessary.lead becomes a $300+ customer.PPC ads are the way for freshly launched or low-traffic websites to gettraffic quickly. Since you are paying for these clicks, it’s crucial that thistraffic converts. This point cannot be overemphasized. Remember, mostsites only convert 1%, and, if you pay $1-per-click, that means onecustomer cost you $100 dollars!When bidding for keywords it is crucial to research using tools likeAdWords Traffic Estimator or Google Insight,and and try to bid forkeywords that show intent. It’s not the same to bid for the word “Shoes”than to bid for the phrase “buy Adidas Commander size 10.” The former istoo generic, yet the latter shows INTENT to purchase. Tapping into thisintent and convert a visitor into a paying customer should be the goal ofany PPC campaign. 17
  • 19. TMDRIVING TRAFFIC TO YOUR ONLINE PRESENCEDigital Ad NetworksUnlike your PPC campaign, graphic ads typically display on a cost-per-impression basis also know CPM (cost-per-thousand impressions).So, even if no one clicks on your ad, you are charged every 1000 time itloads. The flip side is that your business is branded across hundreds oreven thousands of different sites in an effort to further a company’sbranding efforts. While ad networks and graphic banners are a great wayto instantly send a strong text and visual message to drive traffic, theymust be handled with care, since it is easy to run up a steep bill withoutseeing any return on investment. Google Display Network is the biggestAd Network, but there are others, each with it’s own intricacies, propri-etary platforms, and processes.As with PPC, it is recommended that you start slowly with ad networks.See what gets conversions and build on that. If possible, try to place yourads on sites relevant to the demographic you are trying to reach. Andremember, while they definitely drive relevant traffic, ad networks alsoserve a secondary purpose: a powerful brand building tool . Even whenyou don’t get a click-through, your logo and message have been broad-cast and millions of eyeballs have been reached.Banner advertising is also getting more and more interactive, allowingyou to blanket the web with special promotions, such as coupons orengaging games. Some rich media banner ads play an animation or useother attention grabbing tricks to get views and clicks. Developingengaging display network adverting campaigns is key for branding andawareness, and, as such, ad network advertising campaigns should beconsidered in your online marketing strategy. 18
  • 20. TMDRIVING TRAFFIC TO YOUR ONLINE PRESENCERemarketingWelcome to the future of advertising. Another advancement withindisplay and search ad networks worth mentioning is remarketing.Have you noticed after searching for something like health insurance;you see a lot of health insurance ads in completely unrelated pages daysafter the initial search? Remarketing is when you leave a site, andcontinue to see highly relevant advertisements on any other site runningthe remarketing network’s ads. Remarketing, although a bit Orwellian innature, is a vey powerful and sophisticated online marketing tool.Remarketing allows advertisers to determine a computer’s unique IPaddress through “cookies” that track browsing behavior of Internet userswho have been browsing online. The successful online marketer wouldtake this information to remarket to their potential customers. Indeed, itseems like Big Brother has arrived, and in practice, these advancementsare changing the landscape of how brands market their products directlyto interested consumers in the context of a Digital Economy.Remarketing effectively reinforces a brand in their prospects “Top ofMind,” and, if done properly, closes the sale’s cycle. The exciting thingabout remarketing is that brands and companies that embrace theseonline capacities and adapt to new marketing practices like remarketingwill gain a definitive competitive edge over their competitors. 19
  • 21. TMDRIVING TRAFFIC TO YOUR ONLINE PRESENCEAffiliate MarketingAnother potential traffic and sales driver is affiliate marketing. This is Some affiliates are individual, independently run publishers/websites,when you give third-party “publishers” permission to promote your while others group together on an “affiliate network” that acts as aproduct or service on their sites and offer them a commission for every middleman between the publishers and the advertiser. On networks,conversion or sale that comes in through their promotion. offers are typically presented by vertical (diet industry, hotels, cruises, etc.), and the publishers select the ones they think are a good fit. UsingA typical example of affiliate marketing is a popular sports blog running affiliate networks to market increases your reach since one network canadvertising for a sporting goods store. Every time someone clicks on their get your product promoted by hundreds of publishers, but you do losebanner or other promotion and buys something from the store, the blog visibility—most affiliate networks have surprisingly little tracking on thegets a commission. The affiliate marketer would likely work closely with individual publisher level.the sporting goods company, arranging promotions like contests orlimited time discounts that benefit both parties. Once again, we would urge caution when engaging with affiliate adver- tisers. Most are legitimate, but there are dishonest affiliates who wouldAffiliate marketing is different from ad networks in that it’s commission commit fraud, using a stolen credit card list or placing fake orders just tobased, instead of charging for ad views under the CPM model. Say you make their commissions. Be very clear in the terms of what affiliates canare selling dietary supplements online. An ideal affiliate would be a and cannot do to promote your business. Can they use your brandsuccessful blog on supplements with high traffic. Since there are already name? Can they bid on the same keywords your in-house PPC campaignstreams of qualified prospects reading and engaging with the blog, is bidding on? Also, if you use a network, do your homework and performadvertising dietary supplements on it could pay off. an online background check—different networks have different reputa- tions, and you want ones with a rigorous screening process for publish-Many businesses heavily involved with affiliates will have a dedicated ers.affiliate manager within their marketing department, since providingaffiliates with custom creative, coupon codes, and other promotionalmaterials can be time consuming. 20
  • 22. TMDRIVING TRAFFIC TO YOUR ONLINE PRESENCEShopping Channels or Comparison EnginesThe term shopping channel is relevant to businesses selling a productonline. Popular shopping channels include Google, Yahoo, Amazon, Ebay,and TheFind. In addition to having your products listed on your own siteand promoting them with all of the previous stated methods, you candeliver inventory “feeds” via these major, established shopping sites.Shopping channels are yet another example of how you can grow yourweb presence off-site. Like everything else search-based, your productfeeds need to be optimized, and the most relevant products will bedisplayed first.On shopping channels, price points also become key—if a shoppingchannel has several offerings of the same product, perhaps, a particularpair of sunglasses, it will display the cheapest first, the rational being thatthis result is most attractive to a potential shopper.Particular shopping channles have their proprietary methoods andplatforms that enable a business owner to upload their product orservice catalogs. In the case of Google, Google Base allows merchants toupload their inventory database in Google’s shopping channels. Userssearching for a particular product will find these products in the shop-ping results. 21
  • 23. LOCAL MEDIA, 22
  • 24. TMLOCAL MEDIA, EXPLAINEDIn their own quest for delivering maximum relevance, search engines are Some possible places to set up local pages:beginning to shift emphasis to personalized search results. One of themain ways that they are doing this is through local search. There is no Google Placesdata to-date on how many of Google’s billions of queries arecommerce-oriented, but Google is betting that many of them are. They Foursquareare assuming that a search for “used car dealer” is from someone LinkedInlooking for dealerships near the searcher, and that the searcher’s intent Yelpis to go out and buy a used car. Optimizing for local search involves a Better Business Bureauseries of best practices and some overlap with search engine optimiza-tion. Yahoo Local SquidooA good place to start is setting up a Google Places page. Google Places is Business review forums such as TrustLink or MeasuredUpGoogle’s own, integrated yellow pages. It syncs up with other Googleproducts such as maps and photos. Google encourages businesses to putup a Local page, but many businesses are not aware of the benefits ofoptimizing for local search. Creating a content rich, keyword rich GooglePlaces page is a great way to let search engines know where you are andmake your business available to be found.It’s also advisable to encourage customers to post reviews so that yourplaces page looks fresh and active. Similarly, it’s necessary to promi-nently feature location and contact info on your main site, and link themain site to the Google Places page.For local optimization purposes, any place where you can get your nameand business address published is an asset. Again, there is some overlapwith both SEO and social media here, which further emphasizes howcreating a good business web presence is a multidisciplinary exercise. 23
  • 26. TMSOCIAL MEDIA MARKETING, EXPLAINEDWord of mouth in the digital age has taken on new dimensions. For the SOCIAL marketing needs to be done right, offering value to end usersfirst time in marketing and advertising, consumers, empowered by social with the best social media marketing actually passed on from person tonetworking sites, now control the conversation. Indeed social media person on its own merits. These self-replicating viral processes can bemarketing is currently the cutting edge of online marketing, but many very beneficial to a brand, but on the flipside, if these users are criticizingbrands are playing catch up because many still poorly understand the a brand, the positive effect can turn sour and detrimental overnight.actual marketing potential of social media. To simplify, people share cool stuff with their friends. So be cool. SocialIt’s incredibly easy for companies to get distracted by irrelevant numbers media is not the place to post pictures of kittens with silly the number of Facebook “likes” you have, or how many Twitter Instead, run a “midnight madness” special, a sweepstakes, or announce afollowers you have. A gourmet coffee franchise may have 2 million surprising pop-up store. The key here is to offer value to the socialFacebook “fans”, but how many of them are buying more coffee because audience with the hope that they become brand advocates. It is alsoof social media? Is their social media marketing initiative quantifiable and very important to properly address customer complaints!in-line with its business goals? Social media marketing needs to beplanned and must follow a narrative, just like any other marketing Facebook is also like an insular mini-web. The developers refer to it as ainitiative. So what is social media marketing good for? “social graph,” and instead of web pages with search engine “Page Rank,” Facebook uses “Edge Rank.” This determines who sees your posts andBranding how prominently they are displayed.Increasing customer loyalty How often fans check your posts, how many fans you have, and howRunning special promotions and contests connected your fans are with each other are all elements that determineCreating self replicating viral conversations Edge Rank. By making engaging posts you improve the likelihood that more people will see and share them.In our section for Social, we are going to focus on the major player: Another way in which Facebook is similar to the web is that it runs itsFacebook. For starters, any business can and should benefit from a own ad network. Facebook’s Pay-per-Click network is like the other PPCcorporate Facebook page. If you’ve never set one up, you may be technologies that we discussed earlier. Facebook, however, is extremelysurprised how different a corporate page is from a personal page. Like effective at targeting demographic, psychographic, and personal prefer-your personal Facebook, a corporate Facebook page is a two-way ences of potential clients.relationship where consumers can “Like” your page and criticize it. This isa great opportunity to communicate with relevant customers. But dontforget that their comments will not be moderated. 25
  • 27. TMSOCIAL MEDIA MARKETING, EXPLAINEDOne thing that sets Facebook advertising apart is that advertisers havemore opportunities for personalization and segmentation, since thedisplay network has access to everyone’s personal profile information.This includes gender, location, age, and education level, but it can alsoinclude favorite sports team, movies, books, and music.A band releasing a new album can display ads to people who have listedthe band as a favorite. But, more interestingly, a band you’ve never heardof, but who sounds like your favorite band, can offer you free Mp3downloads. Matching personal tastes in this way can be a great way topick up new customers and expose them to your brand.Facebook ads can click to non-Facebook landing pages, and it is likelythat your business will want to develop separate optimized landingpages that works in sync with your Facebook campaign to increaserelevance and lower cost-per-customer acquisition.Social media and the way people communicate with these new platformare no joke. Indeed we are living a social media revolution. As an exampleof how fast social media is growing: This paper was written in August,2011. Google+ social networking platform, Google’s response to Facebook,launched in beta in late-June. It already reports over 10 million Google+signups. It is similar to Facebook in that it is a social networking platformyet different in the way users share information with “Circles” of friends.Google + is still in testing and does not currently offer corporate pages,but with the success of other social networking sites to date, our bet isthat advertisers and brands that leverage and understand Google+’stechnologies will reap big benefits. 26
  • 28. MOBILE 27
  • 29. TMMOBILE MARKETINGMobile is vital for your business health. The penetration of mobilephones is close to 100% in the United States alone, and more than 20%of searches are now preformed on mobile devices (and that number isgrowing). However, as of 2010, most corporations and small businessesdid not have a mobile optimized website displaying the same longcontent of their website on the small screens of mobile devices.The growth of mobile is not limited to mobile sites. Mobile Marketing isquickly becoming the norm with campaigns developed solely for MobileText, Email, Instant Messaging, and more.Having a competitive mobile marketing strategy today means: smsCrafting a mobile strategy that’s fits your business objectivesDeveloping Mobile Websites (WAP) with the right format and contentTracking engagement, navigation results, and conversion dataOptimizing layout and copy utilizing methods including A/B testing andMulti-Variate AnalysesCreating SMS campaigns, promotions, contests, and more to generateleads and brand awarenessImproving offline to online strategies using mobile platforms andtechnologies such as SMS (short message service), MMS (multi-mediamessaging service), and QR (Quick response codes) 28
  • 31. TMOPTIMIZATION FOR BETTER CONVERSIONWow, you made it this far in the guide! Congratulations! Now you have an What is incredible about testing is that sometimes small changes haveunderstanding of how your business will benefit from having a web- great impact on conversion rate. Sometimes a new picture does thepresence geared for conversions and the importance of driving qualified trick, or a larger font, or a green button to ask for the sale instead oftraffic in good quantities and economically! orange.As a baseline, if the conversion rate of your website is above 5%, you are Some changes could be detrimental to the conversion rate, so wealready winning the online marketing race. Most websites don’t convert recommend testing different sites all the time, seting a baseline andat all or are dwindling with <1% conversion ratio. If your conversion rate is making sure you document your data. (You can use Google Analytics andlower, you know there is room for improvement. Google Optimizer for this.)Testing small changes one at a time. If you test too many changes at one time you might not know what change was Whatever the case, an online marketing strategy is not something you responsible for increasing or decreasing your conversion rate.set up and forget about. Constant SEO and conversion optimizations arevital. Think about it. Have you ever noticed how great websites keep Lots of big business approach online marketing without applying thesechanging overtime, but in essence they remain the same? Have you conversion optimization methods. Many companies are accustomed tonoticed that some changes are dramatic, but most are small? The one percent conversion rates, allocating money towards search market-important thing to remember is that the Internet offers advertisers with ing, and content with less than desirable results.a highly modifiable medium that can be changed at any time to improveresults. However, most business owners and professionals lack the time However, there are many businesses that understand the processesto be constantly tweaking their websites. necessary for profitable online marketing and are implementing these experiments on a daily basis, coming up with outrageous conversionMarketing in general is an experimental process. Traditionally, that meant rates, and gaining very lucrative market share from much larger com-that based on customer research and competitor intelligence marketers petitors who have not taken the time to master online marketing andcome up with ideas on how to win customers and implement those use it to its full potential.ideas. Then they measure sales results and go back to the drawing boardto keep improving the results. Okay, this is a lot of work…. but who said winning was easy? If you do not have the time to do optimization, hire an expert in conversion optimiza-The difference with online marketing is that when it comes to this tion.experimental process you see results fast, really fast, in fact real time.You can change something in your design, copy, search terms etc. andnotice the results almost immediately. Online marketing even lets yourun many versions of a website, landing page, or mobile site at the sametime and compare which one converts better. This is called A/B testing. 30
  • 33. TMCYBERTISING TM , DEFINED, AND FINAL COMMENTSPHX Media Lab’s Cybertising™ methodology is our response to the globalphenomenon that is happening online as consumers take to the web toresearch and make their purchasing decisions. By definition, Cybertising™ is the integration and optimization of the many different onlinemarketing disciplines (outlined in this document) in order to expand abusiness’s overall web-presence. Cybertising™ achieves this by leverag-ing keyword relevance and user intent. Cybertising™ is the new standardfor marketing, and businesses that are actively and efficiently engagingwith their online consumers will outshine their competition.After reading this guide, you are aware of the key concepts that shouldbe the backbone of your online marketing strategies. First, you need toacquire a deep understanding of your industry, it’s competitors, yourconsumer behavior and shopping patterns, and your resources. Afterthat, your web-presence needs to be geared towards creating conver-sions. In order to remain competitive, you must tune into what yourconsumers are demanding and saying in their search queries and stayrelevant to them, capture their intent and driving qualified leads to yoursite.By doing this you will tap into your consumers buying brain and may beable to convince your prospect to purchase or perform other valuableaction for your business. Finally, you need to constantly monitor, meas-ure, and optimize to increase performance over time and test, test, testuntil you reach your conversion goals through optimization. If necessary,repeat from step 1. 32
  • 34. If you don’t know where to start, Contact Us.You will receive an honest, in-depth analysisof your website and online presence along witha unique Cybertising™ marketing plan designedto fit your Media Labs500 S. Pointe Dr.Suite #250Miami Beach, Fl. 331391-855-PHX-MEDIAWritten by | Paul Gimenez S. (PhX) and Jesus Pacheco (PhX)