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<ul><li>April 20, 2009 </li></ul><ul><li>presented by: </li></ul><ul><li>Brooke Spilberg </li></ul><ul><li>B Line Marketin...
Why Internet Marketing? <ul><li>1. Greater impact with less budget risk </li></ul><ul><li>2. More focused and targeted </l...
What Web Marketing Tool  Should I Use? <ul><li>Social Marketing </li></ul><ul><li>Online PR  </li></ul><ul><li>Email Marke...
What is the Intent / Motivation? <ul><li>Poor Reasons: </li></ul><ul><ul><li>Your boss told you to do it </li></ul></ul><u...
Start with Goals <ul><li>Traffic </li></ul><ul><li>Conversions </li></ul><ul><li>Engagement </li></ul><ul><li>Branding </l...
1.  Goal: Increase Traffic <ul><li>Shows popularity of website and web pages </li></ul><ul><li>Advertising model </li></ul...
Tools to Drive Traffic <ul><li>SEO / Local SEO </li></ul><ul><li>Pay per Click Advertising </li></ul><ul><li>Comparison sh...
Questions to Ask about Traffic <ul><li>Always look at trending over time </li></ul><ul><li>How are things trending? (quant...
2. Goal: Conversions/ Leads or Buyers <ul><li>ROI “Show me the money” </li></ul><ul><li>Identify ideal customer/ client </...
Tactics Driving Conversions <ul><li>SEO / Local SEO </li></ul><ul><li>Pay per Click Advertising </li></ul><ul><li>Cost per...
Questions to Ask your Conversions <ul><li>What tool or keywords drove the conversion? </li></ul><ul><li>Is the lead coming...
3. Goal: Engagement <ul><li>Stickiness/ loyalty/ advocates </li></ul><ul><li>Creates relationship to brand / company/ prod...
Tactics for Enhanced Engagement <ul><li>Social Marketing / Social bookmarking tools </li></ul><ul><li>Blogging </li></ul><...
Questions to Ask: Measuring Engagement <ul><li>How long have been on website or blog? </li></ul><ul><li>How frequently or ...
Example of Engagement <ul><li>Engagement metrics with Facebook page </li></ul><ul><li>Duration, frequency, advocates, shar...
4. Goal: Branding <ul><li>Increase in number of visitors finding site through company name or variation of it </li></ul><u...
Tactics for Better Branding <ul><li>SEO </li></ul><ul><li>PPC </li></ul><ul><li>Online PR </li></ul><ul><li>Email marketin...
Questions to Ask: Measuring Brand Success <ul><li>Number of keyword searches for brand name or  URL increasing </li></ul><...
Tools for Social Media <ul><li>Technorati.com </li></ul><ul><li>AideRSS - Discover the best blogs, find and follow  topic ...
Tools for SEO <ul><li>Compete.com </li></ul><ul><li>Quantcast.com </li></ul><ul><li>Alexa.com </li></ul><ul><li>Hitwise </...
Q & A <ul><li>Questions? </li></ul><ul><li>Thanks! </li></ul><ul><li>Get more search engine marketing tips with the B Line...
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Building A Search Engine Marketing Strategy Around Your Analytics

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Building A Search Engine Marketing Strategy Around Your Analytics
Brooke Spilberg, Search Marketing Strategist, B Line Marketing, LLC

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  • Transcript of "Building A Search Engine Marketing Strategy Around Your Analytics"

    1. 1. <ul><li>April 20, 2009 </li></ul><ul><li>presented by: </li></ul><ul><li>Brooke Spilberg </li></ul><ul><li>B Line Marketing </li></ul><ul><li>800-250-1630 </li></ul>B Line Marketing | www.BLineMarketing.com Identifying the Best Web Marketing Tool to Achieve Your Goals
    2. 2. Why Internet Marketing? <ul><li>1. Greater impact with less budget risk </li></ul><ul><li>2. More focused and targeted </li></ul><ul><li>3. Segmentation research to target </li></ul>B Line Marketing | www.BLineMarketing.com
    3. 3. What Web Marketing Tool Should I Use? <ul><li>Social Marketing </li></ul><ul><li>Online PR </li></ul><ul><li>Email Marketing </li></ul><ul><li>SEO </li></ul><ul><li>PPC </li></ul><ul><li>Blogging </li></ul>B Line Marketing | www.BLineMarketing.com
    4. 4. What is the Intent / Motivation? <ul><li>Poor Reasons: </li></ul><ul><ul><li>Your boss told you to do it </li></ul></ul><ul><ul><li>Your competitors are doing it </li></ul></ul><ul><ul><li>It’s new and all the “cool” kids are doing it </li></ul></ul><ul><ul><li>It’s measurable </li></ul></ul><ul><li>Good Reasons: </li></ul><ul><ul><li>You are trying to accomplish a goal </li></ul></ul><ul><ul><li>You want to yield a higher ROI on your website </li></ul></ul>B Line Marketing | www.BLineMarketing.com
    5. 5. Start with Goals <ul><li>Traffic </li></ul><ul><li>Conversions </li></ul><ul><li>Engagement </li></ul><ul><li>Branding </li></ul><ul><li>For Each Goal: </li></ul><ul><li>What to measure </li></ul><ul><li>Questions to ask your analytics software </li></ul><ul><li>Tools outside of web analytics software </li></ul>B Line Marketing | www.BLineMarketing.com
    6. 6. 1. Goal: Increase Traffic <ul><li>Shows popularity of website and web pages </li></ul><ul><li>Advertising model </li></ul><ul><ul><li>More page views = more ad views = more ad revenue </li></ul></ul><ul><li>Measuring landing page from offline promotion </li></ul><ul><ul><li>printable coupon, downloadable </li></ul></ul><ul><li>Measuring ‘thank you’ page shows conversions </li></ul><ul><li>Bragging rights </li></ul><ul><ul><li>For wards from Alexa, Technorati, etc. </li></ul></ul><ul><ul><li>Leverage in negotiations for sale, link back, press, etc. </li></ul></ul><ul><ul><li>Make the boss happy </li></ul></ul>B Line Marketing | www.BLineMarketing.com
    7. 7. Tools to Drive Traffic <ul><li>SEO / Local SEO </li></ul><ul><li>Pay per Click Advertising </li></ul><ul><li>Comparison shopping portals </li></ul><ul><li>Directories </li></ul><ul><li>Strategic link building </li></ul><ul><li>Online PR </li></ul><ul><li>Blogging </li></ul><ul><li>RSS </li></ul>B Line Marketing | www.BLineMarketing.com
    8. 8. Questions to Ask about Traffic <ul><li>Always look at trending over time </li></ul><ul><li>How are things trending? (quantity) </li></ul><ul><ul><li>Visitors (No hits!) </li></ul></ul><ul><ul><li>Unique visitors </li></ul></ul><ul><ul><li>Referrals trending? </li></ul></ul><ul><li>How valuable (quality) are these visitors? </li></ul><ul><ul><li>Keywords coming in on </li></ul></ul><ul><ul><li>Bounce rate </li></ul></ul><ul><ul><li>Average time on site </li></ul></ul><ul><ul><li>Are they taking action? (email sign up, calling, buying, downloading) </li></ul></ul><ul><ul><li>What pages/ themes are most visited? </li></ul></ul>B Line Marketing | www.BLineMarketing.com
    9. 9. 2. Goal: Conversions/ Leads or Buyers <ul><li>ROI “Show me the money” </li></ul><ul><li>Identify ideal customer/ client </li></ul><ul><li>Conversion funnel </li></ul><ul><ul><li>Set up multiple price points from free to expensive </li></ul></ul><ul><ul><li>Learn where commitment drops-off </li></ul></ul><ul><li>Competitive advantages </li></ul><ul><ul><li>Showcase popular product or service </li></ul></ul><ul><ul><li>Use as loss leader or package with related products/services </li></ul></ul>B Line Marketing | www.BLineMarketing.com
    10. 10. Tactics Driving Conversions <ul><li>SEO / Local SEO </li></ul><ul><li>Pay per Click Advertising </li></ul><ul><li>Cost per Acquisition (CPA) Advertising </li></ul><ul><li>Email Marketing </li></ul><ul><li>Comparison shopping portals/ feeds </li></ul><ul><li>In-site search tool </li></ul><ul><li>Landing page/ Conversion testing </li></ul><ul><li>Feedback survey </li></ul>B Line Marketing | www.BLineMarketing.com
    11. 11. Questions to Ask your Conversions <ul><li>What tool or keywords drove the conversion? </li></ul><ul><li>Is the lead coming back to buy or convert on higher end product? </li></ul><ul><li>What is your shopping cart abandonment rate? </li></ul><ul><li>Where are they abandoning along the way? </li></ul><ul><ul><li>Check out process too long or complicated </li></ul></ul><ul><ul><li>Programming error </li></ul></ul><ul><li>Are those converting satisfied? </li></ul><ul><ul><li>Referring other customers </li></ul></ul>B Line Marketing | www.BLineMarketing.com
    12. 12. 3. Goal: Engagement <ul><li>Stickiness/ loyalty/ advocates </li></ul><ul><li>Creates relationship to brand / company/ product / topic </li></ul><ul><li>Measuring reputation, customer interaction, relationships </li></ul><ul><li>Easy to measure degree of engagement not as easy to measure kind of engagement (+/-) </li></ul><ul><li>  Result: Did we learn anything?  Did our customers learn anything?  Did users interact with company? </li></ul>B Line Marketing | www.BLineMarketing.com
    13. 13. Tactics for Enhanced Engagement <ul><li>Social Marketing / Social bookmarking tools </li></ul><ul><li>Blogging </li></ul><ul><li>Online video </li></ul><ul><li>Podcast </li></ul><ul><li>Online PR </li></ul><ul><li>RSS Feed </li></ul><ul><li>Email Marketing </li></ul><ul><li>Feedback Surveys </li></ul><ul><li>Forums/ review boards </li></ul>B Line Marketing | www.BLineMarketing.com
    14. 14. Questions to Ask: Measuring Engagement <ul><li>How long have been on website or blog? </li></ul><ul><li>How frequently or recently have been on site / blog? </li></ul><ul><li>Did visitor take action when on site? </li></ul><ul><ul><li>Bookmark, comment, print page, email to a friend </li></ul></ul><ul><li>Did visitor take action elsewhere? </li></ul><ul><ul><li>Review, Digg, Twitter, Facebook, etc. </li></ul></ul><ul><li>Theoretical: What have you done recently that is worthy of a conversation? </li></ul>B Line Marketing | www.BLineMarketing.com
    15. 15. Example of Engagement <ul><li>Engagement metrics with Facebook page </li></ul><ul><li>Duration, frequency, advocates, sharing, creating viral activity </li></ul>B Line Marketing | www.BLineMarketing.com
    16. 16. 4. Goal: Branding <ul><li>Increase in number of visitors finding site through company name or variation of it </li></ul><ul><li>Increase in direct referrers to website </li></ul><ul><li>Increase mentions of brand (press / blogs/ social) </li></ul><ul><li>[screen shot of found mentions] </li></ul>B Line Marketing | www.BLineMarketing.com
    17. 17. Tactics for Better Branding <ul><li>SEO </li></ul><ul><li>PPC </li></ul><ul><li>Online PR </li></ul><ul><li>Email marketing </li></ul><ul><li>Online video </li></ul><ul><li>Measure through Google alerts </li></ul>B Line Marketing | www.BLineMarketing.com
    18. 18. Questions to Ask: Measuring Brand Success <ul><li>Number of keyword searches for brand name or URL increasing </li></ul><ul><li>How many have tagged your brand in their blog or social network </li></ul><ul><li>Number of search results for your brand name (exclude your domain) </li></ul><ul><li>Number of link backs; Google PageRank score </li></ul>B Line Marketing | www.BLineMarketing.com
    19. 19. Tools for Social Media <ul><li>Technorati.com </li></ul><ul><li>AideRSS - Discover the best blogs, find and follow topic experts </li></ul><ul><li>Trendpedia -a blog engine that graphs topics, compare terms, benchmark against your competitors </li></ul><ul><li>Xinureturns.com/ </li></ul><ul><li>MightyBrand.com </li></ul>B Line Marketing | www.BLineMarketing.com
    20. 20. Tools for SEO <ul><li>Compete.com </li></ul><ul><li>Quantcast.com </li></ul><ul><li>Alexa.com </li></ul><ul><li>Hitwise </li></ul><ul><li>MSN Search Funnel (AdLab.msn.com) </li></ul><ul><li>SEO-Browser.com </li></ul><ul><li>Atomz.com </li></ul><ul><li>Google alerts </li></ul>B Line Marketing | www.BLineMarketing.com
    21. 21. Q & A <ul><li>Questions? </li></ul><ul><li>Thanks! </li></ul><ul><li>Get more search engine marketing tips with the B Liner email newsletter. Hand me your business card to be added to our list or email me at [email_address] . </li></ul>B Line Marketing | www.BLineMarketing.com
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