Online Marketing Best Practices<br />Agenda<br />Introductions<br />Changing Marketing Landscape<br />Hot Topics<br />Sear...
About Us<br />WebsiteBiz is a Results-Driven Interactive Marketing Agency<br />Founded in 1997<br />Headquartered in Charl...
What We Do<br />Strategy and Research<br />Online Market Research<br />Competitive Analysis<br />Benchmarking and ROI anal...
Media Consumption vs. Ad Spend<br />CONFIDENTIAL<br />Industry Snapshot<br /><ul><li>Marketers close the gap and align $ w...
CONFIDENTIAL<br />Display Media Shifts<br />Industry Snapshot<br />% Change in ad spending 2007 vs. 2008 year over year<br />
CONFIDENTIAL<br />Search Volumes Grew in 2008<br />Industry Snapshot<br />
CONFIDENTIAL<br />Social Media Ad Spending Growth<br />Industry Snapshot<br />
CONFIDENTIAL<br />Online Video Goes Mainstream<br />Industry Snapshot<br />
Top 5 Questions from B2B Marketers<br />What are the best tactics?<br />How to do I measure results<br />Where do I start?...
Start with the Basics<br />Why is online marketing important to your business?<br />
Marketers Doing Marketing<br />
People Blocking Marketing<br />Pop-Ups<br />Can-Spam Act = Law<br />
Rethinking Marketing<br />Outbound<br />Telemarketing<br />Trade shows<br />Direct mail<br />Email blasts<br />Print/TV/ra...
SEO / SEM
Blogging
Social Media
Free tools/trials
Viral videos
Permission</li></li></ul><li>Buyers Start Online in Search<br />Q: <br />Where did they look<br />first when making <br />...
Anatomy of a Google Search Results Page<br />CONFIDENTIAL<br />WebsiteBiz<br />Paid Listings (PPC)<br />Organic Listings<b...
SEO – What and Why<br />SEO refers to techniques that help your<br />	website rank higher in the organic/natural<br />sear...
17<br />CONFIDENTIAL<br />WebsiteBiz<br />SEO Foundation = Scalable <br />SEO<br />
What is Good SEO Content?<br />Good Content speaks to your audience…<br />Solves problems<br />Answers questions<br />Prov...
Types of Good B2B Content<br />B2B customers go online to seek knowledge and thought leadership<br />Focus and make your c...
Google - Keyword Research Tool<br />
Where to Use Keywords in Your Content<br />Site-wide<br />Title tags<br />Meta Descriptions<br />URL Structure<br />Produc...
Linking - Defined<br />Inbound Links<br />Web pages that link to you<br />Quality & Industry <br />Internal Links<br />Lin...
Link Building Tips<br />Vertical Directories (Business.com)<br />Partners<br />Content is king<br />Start a blog<br />Crea...
Types of Social Media<br />CONFIDENTIAL<br />Social Media<br />Social News<br />UGC Sites<br />Social Networking<br />
Show of Hands<br />
Create a “Customer-Centric” Blog<br />Blogs = the “Swiss Army Knife” of Social Media Strategy<br />Wordpress.com - #1 Blog...
Create a Company Profile<br /><ul><li>Post events, white papers, news
Maintain and update</li></ul>Create and Use Groups<br /><ul><li>Industry topics
Associations
Trends
Product</li></ul>Seed the groups with members<br /><ul><li>Encourage employees, alumni, partners, customers to join
Provide time for employee to spend on the tool
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  • Strategies and changing Marketing LandscapeAnalytics
  • Transcript of "Online Marketing Best Practices"

    1. 1. Online Marketing Best Practices<br />Agenda<br />Introductions<br />Changing Marketing Landscape<br />Hot Topics<br />Search Engine Optimization<br />Social Media<br />Measuring Results<br />Questions<br />
    2. 2. About Us<br />WebsiteBiz is a Results-Driven Interactive Marketing Agency<br />Founded in 1997<br />Headquartered in Charlotte, NC<br />Partial Client List:<br />2<br />CONFIDENTIAL<br />WebsiteBiz<br />Overview<br />
    3. 3. What We Do<br />Strategy and Research<br />Online Market Research<br />Competitive Analysis<br />Benchmarking and ROI analysis<br />Online Marketing<br />Search Engine Optimization<br />Paid Search Marketing<br />Social Media<br />Display Media Buying <br />Email Marketing <br />Web Design and Usability<br />3<br />CONFIDENTIAL<br />WebsiteBiz<br />Overview<br />
    4. 4. Media Consumption vs. Ad Spend<br />CONFIDENTIAL<br />Industry Snapshot<br /><ul><li>Marketers close the gap and align $ with behavior</li></ul>Gap in time spent vs. $<br />WebsiteBiz<br />4<br />
    5. 5. CONFIDENTIAL<br />Display Media Shifts<br />Industry Snapshot<br />% Change in ad spending 2007 vs. 2008 year over year<br />
    6. 6. CONFIDENTIAL<br />Search Volumes Grew in 2008<br />Industry Snapshot<br />
    7. 7. CONFIDENTIAL<br />Social Media Ad Spending Growth<br />Industry Snapshot<br />
    8. 8. CONFIDENTIAL<br />Online Video Goes Mainstream<br />Industry Snapshot<br />
    9. 9. Top 5 Questions from B2B Marketers<br />What are the best tactics?<br />How to do I measure results<br />Where do I start?<br />How to budget $<br />DIY vs. Outsourcing<br />CONFIDENTIAL<br />WebsiteBiz<br />?<br />
    10. 10. Start with the Basics<br />Why is online marketing important to your business?<br />
    11. 11. Marketers Doing Marketing<br />
    12. 12. People Blocking Marketing<br />Pop-Ups<br />Can-Spam Act = Law<br />
    13. 13. Rethinking Marketing<br />Outbound<br />Telemarketing<br />Trade shows<br />Direct mail<br />Email blasts<br />Print/TV/radio ads<br />Interruption<br /><ul><li>Inbound
    14. 14. SEO / SEM
    15. 15. Blogging
    16. 16. Social Media
    17. 17. Free tools/trials
    18. 18. Viral videos
    19. 19. Permission</li></li></ul><li>Buyers Start Online in Search<br />Q: <br />Where did they look<br />first when making <br />buying decisions?<br />98% Search on Google<br />
    20. 20. Anatomy of a Google Search Results Page<br />CONFIDENTIAL<br />WebsiteBiz<br />Paid Listings (PPC)<br />Organic Listings<br />(SEO)<br />
    21. 21. SEO – What and Why<br />SEO refers to techniques that help your<br /> website rank higher in the organic/natural<br />search results<br />Algorithms determine ranking<br />SEO helps more people who are looking for your product or service find you.<br />
    22. 22. 17<br />CONFIDENTIAL<br />WebsiteBiz<br />SEO Foundation = Scalable <br />SEO<br />
    23. 23. What is Good SEO Content?<br />Good Content speaks to your audience…<br />Solves problems<br />Answers questions<br />Provides Information<br />While keeping search engines “in mind”<br />
    24. 24. Types of Good B2B Content<br />B2B customers go online to seek knowledge and thought leadership<br />Focus and make your content visible<br />Blog Posts<br />White Papers<br />Articles<br />Press Releases<br />
    25. 25. Google - Keyword Research Tool<br />
    26. 26. Where to Use Keywords in Your Content<br />Site-wide<br />Title tags<br />Meta Descriptions<br />URL Structure<br />Product Image Tags<br />Headlines<br />Anchor Text Links<br />Body Text Copy<br />
    27. 27. Linking - Defined<br />Inbound Links<br />Web pages that link to you<br />Quality & Industry <br />Internal Links<br />Linked pages within your site<br />Link Anchor Text - text that is in the link<br />“Flash” content is not linkable<br />
    28. 28. Link Building Tips<br />Vertical Directories (Business.com)<br />Partners<br />Content is king<br />Start a blog<br />Create a tool (Energy savings calculator)<br />Other: viral videos, photos<br />Press Releases<br />Social Media<br />
    29. 29. Types of Social Media<br />CONFIDENTIAL<br />Social Media<br />Social News<br />UGC Sites<br />Social Networking<br />
    30. 30. Show of Hands<br />
    31. 31. Create a “Customer-Centric” Blog<br />Blogs = the “Swiss Army Knife” of Social Media Strategy<br />Wordpress.com - #1 Blog Platform for SEO<br />Demonstrate thought leadership & offer relevant content<br />No white papers, press releases or sales pitch<br />Provide easy access to contact information<br />People subscribe via RSS<br />
    32. 32. Create a Company Profile<br /><ul><li>Post events, white papers, news
    33. 33. Maintain and update</li></ul>Create and Use Groups<br /><ul><li>Industry topics
    34. 34. Associations
    35. 35. Trends
    36. 36. Product</li></ul>Seed the groups with members<br /><ul><li>Encourage employees, alumni, partners, customers to join
    37. 37. Provide time for employee to spend on the tool
    38. 38. Coach your employees to answer questions and offer input</li></ul>Using LinkedIn for Business<br />
    39. 39. Make Your Profile Client-Focused<br />Choose Connections Wisely<br />Get Connecting<br />Use “Search” to find potential customers<br />Give Testimonials to get them<br />LinkedIn for Executives<br />
    40. 40. <ul><li>You write and read messages of up to 140 characters
    41. 41. The messages (aka tweets) are public,and you decide which accounts you want to receive messages from
    42. 42. Twitter works equally well from your desktop or mobile phone</li></ul>How Does it Work?<br />
    43. 43. <ul><li>Build relationships on Twitter
    44. 44. Follow industry leaders (@Dell, @Starbucks)
    45. 45. Listen for comments about you
    46. 46. Respond to comments and queries
    47. 47. Ask questions
    48. 48. Post links to things people would find interesting
    49. 49. “Retweet” messages you would like to share
    50. 50. Use a friendly, casual tone
    51. 51. Don’t spam people</li></ul>Using Twitter for Business<br />
    52. 52. 31<br />CONFIDENTIAL<br />WebsiteBiz<br />SEO Foundation = Scalable <br />SEO<br />
    53. 53. What should you track?<br />How People arrive at your website<br />How they navigate your website<br />How they find information on your website<br />How they value your website content<br />How they respond to calls-to-action<br />Don’t Forget to Measure Results<br />32<br />CONFIDENTIAL<br />WebsiteBiz<br />
    54. 54. Important B2B Calls to Action<br />Things like…<br />Download White Papers<br />View a Video<br />Read a Case Study<br />View a Demo<br />Register for a Webinar<br />Subscribe to an email newsletter<br />33<br />CONFIDENTIAL<br />WebsiteBiz<br />
    55. 55. Providing Answers to Difficult Questions <br />34<br />CONFIDENTIAL<br />WebsiteBiz<br /><ul><li>Use Google Analytics
    56. 56. It works
    57. 57. It’s Intuitive
    58. 58. It’s Integrated
    59. 59. It’s Free</li></li></ul><li>Key Themes for B2B Marketing<br />Contentis King<br />
    60. 60. Have We Answered These Questions?<br /><ul><li>What are the best tactics for lead generation
    61. 61. How to do I measure results
    62. 62. Where do I start?
    63. 63. How to budget $
    64. 64. DIY vs. Outsourcing</li></ul>CONFIDENTIAL<br />WebsiteBiz<br />?<br />
    65. 65. Time For Your Questions<br />Thank You!<br />Kyle Bumgardner1713 Cleveland AvenueCharlotte, NC 28203 o. 704.338.1727c. 704.813.4636 www.WebsiteBiz.com<br />www.Marketerinsight.com<br />Twitter: @kbsales<br />
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