How to Implement a Comprehensive Online Marketing Strategy

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This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: I will be discuss several ways to implement a comprehensive online marketing strategy for any website, affiliate or merchant, with practical examples of each.

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How to Implement a Comprehensive Online Marketing Strategy

  1. 1. How to Implement a Comprehensive Online Marketing Strategy By: Evan Weber, CEO Experienceadvertising, Inc.
  2. 2. Understanding Your Niche/Industry • Competitive Research • Who’s doing it and how • How big is the vertical (search volume) • Are you selling or not? • What can you do better? • Tools
  3. 3. Traffic Channels • On-Site SEO • Off-Site SEO • Paid Search • Social Networks (Facebook, Twitter, LinkedIn, Instagram, Pinterest) • Retargeting • Email • Affiliates • Working Bloggers • 3rd Party Portals • Partnerships
  4. 4. On-site SEO • Good meta-titles - page titles • Good on-page content • Articles Section • Blog Section • F.A.Q.’s • Core Pages • Site Map - Google Webmaster Tools • Social sharing buttons
  5. 5. Off-site SEO • Blog posts • Press releases • Directory pages • Local Yellow Pages • Classified Sites • Forum Posts • Buying domains to gain rankings • Getting natural inbound links
  6. 6. Paid Search (Adwords & Bing Ads) • Mobile optimized site is a must • Good campaign structure, ad groups, ads • Running promotions in the ads • Taking advantage of sitelinks • Bing Ads - less utilized, low hanging friut • Track conversions • Dedicated landing pages • A/B test landing pages/homepage/cart • Conversion rate boosters: Live Chat, trust logos, testimonials, reviews, referral program.
  7. 7. Social Networks • Facebook fan page, w/fan ads • Boosted Posts, sell them • Custom audiences - match customers to users • Sweepstakes - enter to win • Contests - Enter your photo, friends vote • Facebook advertising • Twitter Ads - sponsored posts, targeted followers • Instagram - hashtags, gain a following • Feature products, real examples, Pin to Win
  8. 8. Retargeting/Personalization • Advertise to your non-buyers • Advertise to your customers • Personalize offers on-site based on behavior • Retarget in the Facebook newsfeed, Facebook ads, and on the web. • Tap into niche retargeting networks (Bizo) • Retarget through multiple venues: Adroll, Retargeter, AdWords, Steel House
  9. 9. Email Marketing • Segment your internal databases • Monetize your databases • Collect more data • Market to your data - customer referral programs, sweepstakes, other offers • Find 3rd party email marketers with targeted lists for solo email ads on a performance basis. • Have your CAN-SPAM compliance intact
  10. 10. Affiliate Marketing • Launch on a big affiliate network and leverage their recruiting tools • Use an agency that already has affiliate relationships. • Recruit niche websites and blogs to be an affiliate. • Advertise in Search for people looking for niche affiliate programs. • Micro-manage affiliate payouts. • Promote great offers through your affiliates
  11. 11. Working with Bloggers • Provide product samples to be reviewed • Advertise with bloggers • Help bloggers promote your company • Write for your blogger network • Attempt to get a blog roll link :) • Get posted on Facebook - Boosted Post • Get tweeted • Make friends!!
  12. 12. 3rd Party Portals • Classified Ads Portals - make pages • Local Merchant Portals • Yellow Pages Portals • eBay • Well-ranking websites • Forums - with Blogs attached • Any site that let’s you have a page
  13. 13. Partnerships • Co-branded Landing Page/Site • Newsletter Inventory Swaps • Solo Email Blast Swaps • Website Ad Inventory Swaps • Thank You Page Placements • Facebook Posts - Boosted Posts • Tweets • Blog Post • Dedicated Page
  14. 14. Thank You!! Evan Weber, CEO Experience Advertising, Inc. evan@experienceadvertising.com 954-662-8010

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