THEKARCHERGROUP+ WEB MARKETING: PUTTING IT ALL TOGETHER
1.Intro& Recap
•   Web Marketing•   SoMe•   Multimedia Trendz•   Content is King•   Email Marketing•   Putting it All Together
PUTTING IT ALLTOGETHER:1. INTRO & WEB MARKETING RECAP2. HOW TO PUT TOGETHER A COMPLETE STRATEGY3. SETTING BUSINESS GOALS4....
CONVENTIONAL VS.UNCONVENTIONAL
+ CONVENTIONAL • Safe           • Expected • Easy           • Fearful • Quick          • Cliché • Traditional    • Fragmen...
+ UNCONVENTIONAL • Educated      • Energy • Creative      • Thrilling • Curious       • Aggressive • Mysterious    • Adven...
IT‟S NO LONGER LINEAR
2.SettingBusiness Goals
“The stuff thatmakes moneyand helps grow abusiness.”
+ What is a Business Goal/Objective?• Big thinking, long-term results and  achievements• Business objectives drive the  st...
+ How to Put Together a Cohesive  Strategy• Start with the “big picture” objective• Think “inverted pyramid”• DON‟T start ...
Broad           Business Goals             Strategies               TacticsSpecific
RESEARCHRESEARCHRESEARCH
+ Research Questions• What are your business objectives?• Who is your audience(s)?• How does your website currently serve ...
SWOT
+ Sales Funnel                            Lead                   Opportunity                 Proposal                 Sale
SETGOALS
Short Term Decisions            Long Term             Decisions
3.SettingStrategies
“If you can’tmeasure it, youcan’t manage it.”
+ What is a Strategy?• A plan to meet a business  objective• A “roll-up” of initiatives and tactics• What you choose to do...
+ What is a Good Strategy?• Know your audience• Provide a clear direction• Make a connection with the  objective• Set achi...
+ Strategy Statement “Build out Truck Accessories section of website to be targeted toward buyers at trucking companies.” ...
+ Every Strategy Needs a Goal “Increase sales of online Truck Accessories by 10% in 2012.”
+ Tips for Good Goals:• Goals must be measurable and  trackable• Use analytics software, such as  Google Analytics• Set be...
4.DeterminingTactics
“Success lies innuance.”
FINALLY! FACEBOOK!
+ What are Tactics?• The ideas and actions necessary  to meet the goals of a strategy and  achieve the objective• Tactics ...
+ What are channels?• SEO• Social Media• Email Marketing• Content Marketing• PPC• And more….
+ Tactical Considerations• Do you have the staff or  partner to execute?• Can you scale?• Do you have the  infrastructure ...
+ Tactics “Add six pages of content to the Truck Accessories section of the website.” “Optimize the entire Truck Accessori...
+ Case Studies
+ Joie de VivreChallenge:Build a business from scratch with a site/new   domainSolution:Design, SEO, Link Development, Con...
+ Joie de VivreResults:April 2011-Jan 2012•   Overall search traffic up 749%•   Search traffic up 2,180%•   Link traffic u...
+ Allen KeithChallenge:Increase rankings and conversions to the siteSolution:Search Engine Optimization
+ Allen KeithRankings in Google:Three months after going live with SEO•   Ohio Fire Restoration - #5•   NE Ohio Home Repai...
+ Spangler CandyChallenge:Retain conversions while reducing PPC spendSolution:Pay-per-click
+ Spangler CandyResults:Jan-Feb 2012•   PPC monthly spend dropped from $15,000    to $7,000•   Conversions increased from ...
+ Bob Evans FarmsChallenge:Bob Evans‟ Facebook page lagging behindcompetitorsSolution:Facebook “like” campaign and custome...
+ Bob Evans FarmsResults:4th Quarter 2011•   Fans up by 45,000 in 90 days•   $15,000 investment in Facebook adsCase study ...
5.Takeaways& Qs „n As
+ Takeaways:•   Think “inverted pyramid”•   Do your research first•   Facebook is not a strategy or objective!•   Be speci...
THANKYOUAny Questions?Aaron Geh • aaron@tkg.com
How to Put Together a Complete Web Marketing Strategy
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How to Put Together a Complete Web Marketing Strategy

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So you've got the different internet marketing components down. How do you put them all together? We'll show you how to take the various pieces and parts and put them together to create a complete online marketing strategy.

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Transcript of "How to Put Together a Complete Web Marketing Strategy"

  1. 1. THEKARCHERGROUP+ WEB MARKETING: PUTTING IT ALL TOGETHER
  2. 2. 1.Intro& Recap
  3. 3. • Web Marketing• SoMe• Multimedia Trendz• Content is King• Email Marketing• Putting it All Together
  4. 4. PUTTING IT ALLTOGETHER:1. INTRO & WEB MARKETING RECAP2. HOW TO PUT TOGETHER A COMPLETE STRATEGY3. SETTING BUSINESS GOALS4. SETTING ONLINE STRATEGIES5. DETERMINING TACTICS TO ACHIEVE STRATEGIES6. SOME EXAMPLES7. TAKEAWAYS, Q‟S AND A‟S & CLOSE
  5. 5. CONVENTIONAL VS.UNCONVENTIONAL
  6. 6. + CONVENTIONAL • Safe • Expected • Easy • Fearful • Quick • Cliché • Traditional • Fragmented • Comfortable • Unquestioned
  7. 7. + UNCONVENTIONAL • Educated • Energy • Creative • Thrilling • Curious • Aggressive • Mysterious • Adventurous • Fascinating • Surprising • Informative • Integrated • Effort
  8. 8. IT‟S NO LONGER LINEAR
  9. 9. 2.SettingBusiness Goals
  10. 10. “The stuff thatmakes moneyand helps grow abusiness.”
  11. 11. + What is a Business Goal/Objective?• Big thinking, long-term results and achievements• Business objectives drive the strategies and tactics
  12. 12. + How to Put Together a Cohesive Strategy• Start with the “big picture” objective• Think “inverted pyramid”• DON‟T start with Facebook
  13. 13. Broad Business Goals Strategies TacticsSpecific
  14. 14. RESEARCHRESEARCHRESEARCH
  15. 15. + Research Questions• What are your business objectives?• Who is your audience(s)?• How does your website currently serve these objectives and audiences?• Who are your ONLINE competitors?• What keywords are users searching to find your business?• Understand your ROI by audience and product
  16. 16. SWOT
  17. 17. + Sales Funnel Lead Opportunity Proposal Sale
  18. 18. SETGOALS
  19. 19. Short Term Decisions Long Term Decisions
  20. 20. 3.SettingStrategies
  21. 21. “If you can’tmeasure it, youcan’t manage it.”
  22. 22. + What is a Strategy?• A plan to meet a business objective• A “roll-up” of initiatives and tactics• What you choose to do is as important as what you choose not to do• Is your ROI potential defined?
  23. 23. + What is a Good Strategy?• Know your audience• Provide a clear direction• Make a connection with the objective• Set achievable goals• But, know when to stretch
  24. 24. + Strategy Statement “Build out Truck Accessories section of website to be targeted toward buyers at trucking companies.” “Create local awareness for PRODUCT with AUDIENCE.”
  25. 25. + Every Strategy Needs a Goal “Increase sales of online Truck Accessories by 10% in 2012.”
  26. 26. + Tips for Good Goals:• Goals must be measurable and trackable• Use analytics software, such as Google Analytics• Set benchmarks• Measure early, measure often
  27. 27. 4.DeterminingTactics
  28. 28. “Success lies innuance.”
  29. 29. FINALLY! FACEBOOK!
  30. 30. + What are Tactics?• The ideas and actions necessary to meet the goals of a strategy and achieve the objective• Tactics can be tracked, reported, and adjusted• Tactics are specific• Use channels to implement tactics
  31. 31. + What are channels?• SEO• Social Media• Email Marketing• Content Marketing• PPC• And more….
  32. 32. + Tactical Considerations• Do you have the staff or partner to execute?• Can you scale?• Do you have the infrastructure to create success?• Do you have reporting worked out?
  33. 33. + Tactics “Add six pages of content to the Truck Accessories section of the website.” “Optimize the entire Truck Accessories section of the site.” “Run a Facebook promotional contest to increase number of fans.”
  34. 34. + Case Studies
  35. 35. + Joie de VivreChallenge:Build a business from scratch with a site/new domainSolution:Design, SEO, Link Development, Content
  36. 36. + Joie de VivreResults:April 2011-Jan 2012• Overall search traffic up 749%• Search traffic up 2,180%• Link traffic up 593%
  37. 37. + Allen KeithChallenge:Increase rankings and conversions to the siteSolution:Search Engine Optimization
  38. 38. + Allen KeithRankings in Google:Three months after going live with SEO• Ohio Fire Restoration - #5• NE Ohio Home Repair - #2• Mahoning Flood Damage - #1• Carroll Home Restoration - #1• Holmes County Home Repair - #1Conversions also increased by 25% during the same time period.
  39. 39. + Spangler CandyChallenge:Retain conversions while reducing PPC spendSolution:Pay-per-click
  40. 40. + Spangler CandyResults:Jan-Feb 2012• PPC monthly spend dropped from $15,000 to $7,000• Conversions increased from 330 to 535• Cost per conversion went from $47 to $12
  41. 41. + Bob Evans FarmsChallenge:Bob Evans‟ Facebook page lagging behindcompetitorsSolution:Facebook “like” campaign and customerengagement
  42. 42. + Bob Evans FarmsResults:4th Quarter 2011• Fans up by 45,000 in 90 days• $15,000 investment in Facebook adsCase study here:http://socialfresh.com/how-to-increase-edgerank-in-the-new-facebook-timeline/
  43. 43. 5.Takeaways& Qs „n As
  44. 44. + Takeaways:• Think “inverted pyramid”• Do your research first• Facebook is not a strategy or objective!• Be specific – set measurable goals and timeframes• Make sure you can track & report it… then analyze and optimize
  45. 45. THANKYOUAny Questions?Aaron Geh • aaron@tkg.com

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