How to Put Together a Complete Web Marketing Strategy

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. SETTING ONLINE STRATEGIES5. DETERMINING TACTICS TO ACHIEVE STRATEGIES6. SOME EXAMPLES7. TAKEAWAYS, Q‟S AND A‟S & CLOSE

CONVENTIONAL VS.UNCONVENTIONAL

+ CONVENTIONAL • Safe • Expected • Easy • Fearful • Quick • Cliché • Traditional • Fragmented • Comfortable • Unquestioned

+ UNCONVENTIONAL • Educated • Energy • Creative • Thrilling • Curious • Aggressive • Mysterious • Adventurous • Fascinating • Surprising • Informative • Integrated • Effort

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 strategies and tactics

+ How to Put Together a Cohesive Strategy• Start with the “big picture” objective• Think “inverted pyramid”• DON‟T start with Facebook

Broad Business Goals Strategies TacticsSpecific

RESEARCHRESEARCHRESEARCH

+ 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

+ 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 is as important as what you choose not to do• Is your ROI potential defined?

+ 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

+ Strategy Statement “Build out Truck Accessories section of website to be targeted toward buyers at trucking companies.” “Create local awareness for PRODUCT with AUDIENCE.”

+ 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 benchmarks• Measure early, measure often

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 can be tracked, reported, and adjusted• Tactics are specific• Use channels to implement 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 to create success?• Do you have reporting worked out?

+ 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.”

+ Case Studies

+ Joie de VivreChallenge:Build a business from scratch with a site/new domainSolution:Design, SEO, Link Development, Content

+ Joie de VivreResults:April 2011-Jan 2012• Overall search traffic up 749%• Search traffic up 2,180%• Link traffic up 593%

+ 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 Repair - #2• Mahoning Flood Damage - #1• Carroll Home Restoration - #1• Holmes County Home Repair - #1Conversions also increased by 25% during the same time period.

+ 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 330 to 535• Cost per conversion went from $47 to $12

+ Bob Evans FarmsChallenge:Bob Evans‟ Facebook page lagging behindcompetitorsSolution:Facebook “like” campaign and customerengagement

+ 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/

5.Takeaways& Qs „n As

+ 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

THANKYOUAny Questions?Aaron Geh • aaron@tkg.com

How to Put Together a Complete Web Marketing Strategy

by The Karcher Group

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