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Web Marketing Strategy - Presentation to NJ Packaging Executives Club by Optimal Conversions, Inc.
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Web Marketing Strategy - Presentation to NJ Packaging Executives Club by Optimal Conversions, Inc.


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Presentation to NJ Packaging Executives Club on web marketing strategy and search marketing program design.

Presentation to NJ Packaging Executives Club on web marketing strategy and search marketing program design.

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  • Everyone has a website. It is no big deal.And most people already have good design, good user interface and good content. Or they can get it very quickly by talking with Laraine and Jenna at Smith Design.But like Syndrome says, having a great website does make you super in a world where everyone has a “great” website.Good design is merely the price of admission.
  • So what are the keys to success…
  • So how to you build traffic and interest to stay ahead? It is not easy. As people become more computer literate, they seek out more personalized, relevant information…and filter out irrelevant information…the old school promotional tools that used to work so well. Newspapers and network TV audiences are declining because consumers get what they need/want from other sources. Advertising is following consumers to online, but they will fail if they do not understand the reasons for the migration.Consumers WANT useful, relevant information. They block out intrusive, irrelevant information.On-line marketing campaigns that seek to “push” your website will fail.Social media, search, word of mouth all begin with the consumer’s objectives, not necessarily yours.
  • How do you find customers? (fades into…)How do customers find you? That’s the real conundrum of web marketing these days. With so many people able to filter OUT proven yet “old school” tactics, how do you attract them without triggering the ‘force fields’ that shut out your message?Search marketing is an important, first part of this process…how will you be found once the consumer is motivated to buy?One of the first ways is simple: meet people half way!If they ARE searching for you, make sure you can be found!
  • This is an exercise we go through with new clients: keyword research, especially nonbranded keywords that describe what you do not who you are.Basically, how would a customer find you if he or she had a need but not a name.In the case of NJPEC, the process might look like this…
  • …and then perhaps a bit more of a drill down…
  • Now, for some terms, NJPEC does quite well. For example, is ranked #1 for the search term “packaging executives”. This is a major accomplishment since there are more than 2 million pages within Google that have this combination of terms.Use of keywords in title tag really helps, as does in-bound links and some relevant content on pages.
  • But, the larger question to ask is:‘What terms are most important to the goals & objectives of NJPEC?’ Are there other terms that better describe the association and it’s mission? Are there other terms that would attract MORE traffic? Are there unique terms that are ideally suited toward NJPEC where we have few, if any, real competitors?What search terms do you want to be found FOR…especially when people don’t know YOU but only know what they want.This is a concept of non-branded search: It is vital, especially if you need to grow business from new clients.In our experience, there’s often a 100:1 ratio of nonbranded to branded search terms.
  • This is a concept of non-branded search: knowing WHAT you want, but not WHO has it. It is vital, especially if you need to grow business from new clients.Here’s an example of why non-branded search terms is so important. Right when we began a consulting assignment, we performed the following analysis a B2B client: May Arts, a leading wholesaler of ribbons for the floral and gifting industry. More than 6,000 ribbons of every type in inventory. Very beautiful, very distinctive. What you see here is a graphic representation of the total number of times per month people typed “May Arts” into a Google search window: on average, about 3,800 times a month. Worldwide. And the pie chart compares May Arts’ analytics account to estimate how many of the 3,800 visited to site. In their case, only 40% of the people that saw the May Arts web site in Google search results and actually clicked through to the web site.What is really concerning here is that 6/10 people who were looking for “May Arts” in Google still did not click on the link to the company’s home page.The second chart shows generic, non-branded search terms. We limited our study to terms like “wholesale ribbon,” “wholesales ribbons,” “ribbon wholesale,” “ribbon wholesalers,” and a few others. But there were literally thousands of potential descriptions of ribbons that are sold by May Arts. Here, fewer than 500 people out of 50,000 searching precisely what May Arts does…fewer than 500 people found and clicked through.It is important, therefore, to be #1 for your company’s brand names. It is essential, however, to be highly ranked for the generic search terms that drive your business. Especially when you want NEW customers. By definition, customers using non-branded search terms have not yet decided on a brand. This has two very important implications for search marketers. The first goal is…
  • This chart is from a really great web site called SEO Scientist, and it demonstrates the importance of ranking in the top three of the niche or niches you choose.If you are the #1 result in the search engine, 50% of people will click on the link. If you’re #2, 20% will click. And if you’re #3, about 15% will give you a chance.Everything else is largely irrelevant. Painful.
  • Here is the same concept, but for the right side (the paid ads or Google AdWords). 8% click through for position #1, 5% Clickthrough for #2, etc.So, the first lesson here is that being #1 is really, really important.The second lesson here is that paid ads – the intrusive kind – are six times LESS effective than organic search results. (8 % CTR vs. 50%).
  • Getting to be #1 for some terms is really, really difficult. Bidding for the #1 position on AdWords is really, really expensive.The trick is to choose the terms that match your capabilities where you have an exceptionally strong claim to being #1 for that single (or small collection) of terms.For 1,000 relevant search terms that people will be searching for…Basically, if you are the first, one out of every two people will click on the link. If you’re #2, one out of five will click. And if you’re third, less than one out of seven will give you a chance.
  • First, define the mission and goal of your organization. What is it you want your organization to be? Simultaneously, think about what is the largest defensible niche the NJPEC claim. In other words, if we want to be #1, what exactly does that mean? There should be congruence between your organization’s objectives and your current reputation within the industry. You should consider your library of written and video content as assets you can commit to your plan of niche dominance. Consider, too, any financial and creative resources you will need not just to build but also MAINTAIN/SUSTAIN a dominant website.Only after this is established can you get down to the business of creating a compelling message, with relevant keywords, and interesting content.
  • Transcript

    • 1. NJ Packaging Executives Club
      Board of Director’s Meeting
    • 2. Introduction
      Optimal Conversions, Inc.
      Fully integrated web marketing
      Interactive advertising and marketing
      Public relations / social media
      Content development
      Search engine optimization (SEO)
      Web analytics
      Unique fee structure: variable comp. / risk sharing
    • 3. Common Web Marketing Challenges
      Traffic Is More Expensive
      Increasing paid search costs with declining conversions
      Paid search effort difficult to manage & optimize
      Lack of resources for sustained focus on organic traffic drivers
      Few in-house capabilities to exploit new media:
      Interactive PR / Blogs
      Landing page optimization
      XML feed optimization
      Social Media
      Performance is More Difficult
      Flat or declining conversion rates
      Increased competition
      Significant shopping cart abandonment
      Site design (aesthetics) have grown stale
      Diminished ranking on search engines
    • 4. A great website design isn’t enough.
      “Everyone can be super! And when everyone's super -- no one will be.”
      Syndrome from “The Incredibles”
    • 5. Web Marketing Success
      Building a (great) website is not enough.
      …make sure design and contentmeets the needs of existing customers ….
      …and new visitors can find it and convert into customers...
      …find new ways to encourage repeat visitors…
      …and give reasons for other websites to link to it...
      …then continuously monitor your “rank” to be sure you’re relevant.
      …and repeat the process all over because your competitors are doing the same thing every day.
    • 6. A New Way of Thinking About “Failure”
      Actively seek to make mistakes…a valuable lesson.
      Failure is as important as success.
      Detect, analyze…and fix it fast.
      Explain to senior management
      Keep “patient money” patient with good data and better explanations for a complex operation.
    • 7. Marketing Then & Now
      Display Advertising
      Direct Response
      Word of Mouth
      Social Media
    • How Do
      You Find Customers?
      Customers Find You?
    • 14. How Do Customers Find You?(when they don’t know your name?)
    • 15. How Do Customers Find You?(when they don’t know your name?)
    • 16. How Do Customers Find You?(when they don’t know your name?)
      NJPEC ranks #1 for the search term “packaging executives”
    • 17. What about…
      Packaging association
      Packaging resources
      NJ packaging resources
      Packaging trade associations
      Packaging resource guide
      Packaging awards
      Packaging design guide
      Packaging seminars
      Packaging education
    • 18. Non-branded vs. Branded Search Terms:Wholesale Ribbons
      Google Traffic Estimator shows 51,000 monthly searches for phrases related to “wholesale ribbon” (8,100 vs.41), “wholesale ribbons” (1,000 vs. 6), “ribbon wholesale” (6,600 vs. 2), “ribbon wholesalers” (480 vs. 6), “floral ribbon” (2,400 vs. 1), and hundreds of others.
    • 19. The Importance of Being #1
      Source: Google Ranking and CTR – how clicks distribute over different rankings on Google
    • 20. The Importance of Being #1
      Page 2
      Page 1
    • 21. #1 for WHAT?
      We’re #1!
      #1…for WHAT?
    • 22. Developing a Strategy:Long Tail + Niche Dominance
      Message > Keywords > Content
    • 23. Search Strategy Dominate Relevant Niches
      Keyword search phrases which:
      Your Search Strategy
    • 24. Recommendations for NJPEC
      Get More Links
      Encourage members to link from an “About Us” page of member companies.
      Exchange/acquire links with other relevant sites
      Issue on-line press releases about newsworthy (link-worthy) NJPEC events:
      Chris Hacker, Chief Design Officer of Johnson and Johnson
      Shelf Impact seminar
      Hall of Fame Dinner
      Package of the Year
    • 25. Recommendations for NJPEC
      Value-added content
      ‘Request-a-quote’ form to generate sales leads for members
      Package design gallery
      Newswire on packaging news and trends
      Job board*
      By-lined “expert” articles on packaging “how to”*
      Presentations/lectures on packaging basics*
      Exploit existing content
      Create new ‘packaging education’ pages based on content from NJPEC Sourcebook
      Directory of members resource guide
      *contributed by NJPEC members
    • 26. Conclusions
      Web marketing requires a well-designed, aesthetically pleasing site +an ongoing strategy for traffic
      Search is important to help people find you.
      Search is not enough.
      “Waiting for the phone to ring”
      Web marketing must actively stimulate demand without being intrusive.
      “Be generous with no strings attached.”
    • 27. Conclusions
      Look for constant ways to be relevant
      Valuable content
      Selfless promotion
      Culture of continuous improvement
      Can’t afford to set it and forget it.
      Analyze – Act - Repeat
    • 28. Integrated Web