TBTF August Marketing Network


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Web Marketing Strategies, Search Engine Optimization, Best Practices

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  • TBTF August Marketing Network

    1. 1. TBTF August Marketing Network Web Marketing Strategies, Best Practices, Trends
    2. 4. Agenda <ul><li>Web 1.0 Strategies, Best Practices </li></ul><ul><li>Web 2.0 Trends </li></ul>
    3. 5. Agenda Continued <ul><li>Web 1.0 Strategies & Best Practices </li></ul><ul><ul><li>Search Marketing </li></ul></ul><ul><ul><ul><li>SEO </li></ul></ul></ul><ul><ul><ul><li>PPC </li></ul></ul></ul><ul><li>Web 2.0 Trends </li></ul><ul><ul><li>What is it? </li></ul></ul><ul><ul><li>How does it impact your business? </li></ul></ul>
    4. 6. A True Fishing Story What you don’t know CAN hurt you!
    5. 7. Web 1.0 Strategies & Best Practices <ul><li>What is the internet? </li></ul><ul><li>What is a website? </li></ul><ul><li>What is a search engine? </li></ul><ul><ul><li>How do they work? </li></ul></ul>But first……why should we care?
    6. 8. Web 1.0 Strategies & Best Practices <ul><li>Marketing feeds Sales </li></ul><ul><li>The Web is more influential than ever! </li></ul>The marketing opportunities are big!
    7. 9. Web 1.0 Search Marketing <ul><li>Over 85% of all Internet users rely on search engines to find potential suppliers of products & services </li></ul><ul><li>2/3 of people now feel Web searches are the fastest way to find information </li></ul><ul><li>62% of small to medium sized businesses (SMB) now consider internet marketing (AKA search engine marketing) to be very important for the success of their business </li></ul>Source GVU Study
    8. 10. Web 1.0 Search Marketing <ul><li>60% of people say their opinions of brands have changed as a result of research conducted on the internet </li></ul><ul><li>The fastest growing internet marketing tool is the Blog </li></ul><ul><li>Can you name the second fastest growing internet marketing tool? </li></ul>
    9. 11. Web 1.0 Search Marketing <ul><li>SEM spending in 2006 increased 62% over 2005 to $9.4B </li></ul><ul><li>SEO only 12% of total SEM spend </li></ul><ul><li>$18.6 B projected spending by 2011 </li></ul><ul><li>Source: SEMPO: </li></ul><ul><ul><ul><li>http://www.findandconvert.com/sempo-stats-pr.htm </li></ul></ul></ul>
    10. 12. Web 1.0 Search Engine Optimization (SEO) <ul><li>SEO is a process whereby website architecture, content, code and inbound links are o ptimized to attract website traffic for selected keywords, resulting in website visitors and converting those visitors to new business opportunities . </li></ul>
    11. 13. Web 1.0 Search Marketing
    12. 14. Web 1.0 SEO Best Practices On-Page Optimization - Keyword rich content - Well written Meta tags - Text based navigation Off-Page Optimization -Relevant Inbound Links -PageRank (Google) 30% 70%
    13. 15. Web 1.0 On-Page Optimization Keyword Research is Critical Balance Popular & Long Tail Keywords!
    14. 16. Web 1.0 On-Page Optimization http://www.onpointstaffedevents.com/staffed-sales-events.asp
    15. 17. <ul><li><title>OnPoint Auto Staffed Sales Events | Staffed Event Sales | Staffed Sales Events</title> </li></ul><ul><li><META NAME=&quot;DESCRIPTION&quot; CONTENT=&quot;OnPoint’s auto staffed sales events can accomplish all objectives, and more, for your store right now with profitable, professional, reliable, sales and top flight customer satisfaction.&quot;> </li></ul>Web 1.0 On-Page Optimization
    16. 18. Web 1.0 Off-Page Optimization PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value…. Google interprets a link from page A to page B as a vote , by page A, for page B….Votes cast by pages that are themselves &quot;important&quot; weigh more heavily and help to make other pages &quot;important.“… Google combines PageRank with sophisticated text-matching techniques to find pages that are both important and relevant to your search. Google…examines dozens of aspects of the page's content (and the content of the pages linking to it) to determine if it's a good match for your query. http://www.google.com/technology/
    17. 21. Web 1.0 Off-Page Optimization <ul><li>Anchor Text </li></ul><ul><li>External and Internal </li></ul><ul><li>Sources of External Links </li></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Other websites </li></ul></ul>Links: Important Factors
    18. 22. Web 1.0 Off-Page Optimization http://amazines.com/
    19. 23. Web 1.0 Off-Page Optimization
    20. 24. Web 1.0 Off-Page Optimization
    21. 25. Web 1.0 Search Engine Optimization (SEO) Tips Summary <ul><li>Text navigation </li></ul><ul><li>Text based text </li></ul><ul><li>Site map </li></ul><ul><li>Optimized source code </li></ul><ul><li>Robots.txt file </li></ul><ul><li>Remove architectural hurdles </li></ul><ul><li>Use Alt Text Tags </li></ul><ul><li>Keyword Centric URLs </li></ul><ul><li>Create “sister” websites </li></ul>http://www.onpointstaffedevents.com/staffed-sales-events.asp
    22. 26. Web 1.0 Search Marketing Pay-per-Click Advertising
    23. 27. Web 1.0 Search Marketing PPC
    24. 28. Web 1.0 Search Marketing PPC Best Practices <ul><li>Keyword/Bid Rate Research </li></ul><ul><li>Set up Theme Based “Campaigns” </li></ul><ul><li>Set up Ad Groups under Campaigns </li></ul><ul><li>Set up 3 to 6 ads per group </li></ul><ul><li>Dedicated landing pages w/CTA </li></ul><ul><li>Conversion Tracking </li></ul><ul><li>Test/measure/revise, test/measure/revise…. </li></ul>
    25. 29. Web 1.0 Search Marketing PPC Best Practices Test, measure & revise repeatedly….
    26. 30. Web 1.0 Search Marketing Analytics
    27. 31. Web 1.0 Search Marketing Analytics
    28. 32. Web 1.0 Visitor Conversion US online merchant conversion rates average at 2%-3% of site traffic
    29. 33. Web 1.0 Visitor Conversion A Visitor Optimization Strategy Involves MVT Multi-Variate Testing includes a combination of testing, targeting, and optimization using software and professional services.
    30. 34. Web 1.0 Visitor Conversion Delineate Your Funnel Page 1: Entry Page Page 2: Details Page 3: _______ Page 4: _______ Page N: _______
    31. 35. Web 1.0 Visitor Conversion <ul><li>Page and content complexity drives the timeline, but the process is always the same </li></ul>Deploy Experiments Content targeting by persona
    32. 36. Web 1.0 Visitor Conversion <ul><li>Here’s the ROI potential…. </li></ul><ul><li>Although the Affiliate segment represents 10.16% of total visitors, they account for 51.73% of Confirmation Page UActions </li></ul><ul><li>This suggests they are the most receptive segment </li></ul>  1,854   8,463   29,295   207,600 Total 19.04% 353 26.76% 2,265 30.23% 8,857 29.28% 60,786 All Visitors 51.73% 959 37.65% 3,186 33.79% 9,899 10.16% 21,093 Key Affiliate 1.19% 22 0.74% 63 0.65% 190 0.49% 1,012 Ask Search 1.94% 36 1.38% 117 3.03% 889 1.52% 3,162 Google 15.05% 279 19.25% 1,629 19.28% 5,648 16.47% 34,194 Yahoo 11.06% 205 14.21% 1,203 13.01% 3,812 42.08% 87,353 Non-Referring % Total Uactions Uactions-Order Confirmation Page % Total Uactions Uactions-Order Start Process % of Total Clicks Uclicks % of Total Visitors  
    33. 37. Web 2.0 Trends
    34. 38. Web 2.0 Trends From Wikipedia, the free encyclopedia Web 2.0 , a phrase coined by O'Reilly Media in 2003 [1] and popularized by the first Web 2.0 conference in 2004 [2] , refers to a perceived second generation of web-based communities and hosted services — such as social-networking sites , wikis and folksonomies — which facilitate collaboration and sharing between users. Although the term suggests a new version of the World Wide Web , it does not refer to an update to Web technical specifications , but to changes in the ways software developers and end-users use the web as a platform. According to Tim O'Reilly , &quot;Web 2.0 is the business revolution in the computer industry caused by the move to the internet as platform, and an attempt to understand the rules for success on that new platform.&quot; [3] Web 2.0 Definition: http://en.wikipedia.org/wiki/Web2.0
    35. 39. Web 2.0 Trends <ul><li>Social Networking sites </li></ul><ul><li>Blogs </li></ul><ul><li>Podcasts </li></ul>A collection of web properties which serve communities of people allowing for democratic collaboration and exchange. Web 2.0 Bernie’s Definition:
    36. 40. Web 2.0 Trends <ul><li>Characteristics </li></ul><ul><ul><li>RSS/XML </li></ul></ul><ul><ul><ul><li>Creates content channel </li></ul></ul></ul><ul><ul><li>Free (mostly) </li></ul></ul><ul><ul><li>Viral </li></ul></ul><ul><ul><li>Horizontal </li></ul></ul>
    37. 42. Web 2.0 Trends Top 25 Web 2.0 properties in June 2007 http://www.ebizmba.com/articles/ebizmba25.html
    38. 43. Web 2.0 Trends <ul><li>Up-n-Comers… </li></ul>
    39. 44. Web 2.0 Trends <ul><li>Up-n-Comers… </li></ul>
    40. 45. Web 2.0 Trends <ul><li>Up-n-Comers… </li></ul>Vertical Industries: https://www.within3.com/
    41. 46. Web 2.0 Trends Blogs… <ul><li>Authored by a subject matter expert </li></ul><ul><li>Not self promoting </li></ul><ul><li>Public with contact information available </li></ul><ul><li>Intended to be conversational </li></ul><ul><li>Encourages dialogue and opinions </li></ul><ul><li>Requires commitment & time </li></ul><ul><li>Requires Blog etiquette </li></ul><ul><li>Search for industry or topical Blogs </li></ul>
    42. 48. Web 2.0 Trends <ul><li>Happy Blogiversary </li></ul><ul><li>It's been 10 years since the blog was born. Love them or hate them, they've roiled presidential campaigns and given everyman a global soapbox. Twelve commentators -- including Tom Wolfe, Newt Gingrich, the SEC's Christopher Cox and actress-turned-blogger Mia Farrow -- on what blogs mean to them. </li></ul><ul><li>By TUNKU VARADARAJAN </li></ul><ul><li>July 14, 2007; Page P1 </li></ul>URL for this article: http://online.wsj.com/article/SB118436667045766268.html
    43. 49. Web 2.0 Trends <ul><li>Thanks to blogging and Web 2.0 social media tools, more people than ever are able to cast their vote on what’s relevant by linking to it, bookmarking it and Digging it. SEO copywriting today is all about crafting content so compelling that other people want to link back to you. </li></ul>
    44. 50. Web 2.0 Trends <ul><li>Podcast: http://en.wikipedia.org/wiki/Podcasts </li></ul><ul><li>A podcast is a digital media file, or a series of such files, that is distributed over the Internet using syndication feeds for playback on portable media players and personal computers …. </li></ul><ul><li>A podcast is a collection of files (usually audio but may include video) residing at a unique web feed address. People can &quot;subscribe&quot; to this feed by submitting the feed address to an aggregator (like iTunes - software that runs on the consumer's computer). When new &quot;episodes&quot; become available in the podcast they will be automatically downloaded to that user's computer…. </li></ul><ul><li>Though podcasters' web sites may also offer direct download or streaming of their content, a podcast is distinguished from other digital media formats by its ability to be syndicated, subscribed to, and downloaded automatically, using an aggregator or feed reader capable of reading feed formats such as RSS or Atom . </li></ul>
    45. 51. Web 2.0 Trends <ul><li>Podcast Features/Characteristics </li></ul><ul><li>Anyone can publish a podcast </li></ul><ul><li>Anyone can subscribe to receive your podcast </li></ul><ul><li>New “episodes” of your podcast download automatically </li></ul><ul><li>100% targeted marketing </li></ul><ul><li>Informational content is a must (don’t sell) </li></ul><ul><li>Time shifted delivery </li></ul><ul><li>Search engine friendly (with summary notes) </li></ul>
    46. 52. Web 2.0 Trends Podcast Uses/Benefits Product/company announcements, product trends, press/media visibility. Public Relations Reach people you may not otherwise reach. Increased Market Reach Podcast news, announcements, meetings, updates. Reach global employee and partner population. Company News Industry news, updates, trends, issues, product announcements, brand extension. News & Insights Keep customers informed, educated, enlightened, entertained, satisfied. Customer Loyalty Visibility, thought leadership, awareness, brand extension. Build your Brand
    47. 53. Web 2.0 Trends <ul><li>KnowledgeStorm & McCann Survey: 3900 Business & IT Professionals July 2007 </li></ul>32% of survey respondents stated their usage of podcasts has “ Increased ” or “Significantly Increased” in the last six months… And, there is plenty of upside as the innovative media types, like podcasting, blogging and RSS, are still gaining momentum in the technology buying community.
    48. 54. Web 2.0 Trends <ul><li>KnowledgeStorm & McCann Survey: 3900 Business & IT Professionals July 2007 </li></ul>65% responded that they listen for both personal and business interests. Furthermore, these respondents are listening to technology specific topics. 72% claimed that they have downloaded or listened to podcasts on technology topics on more than one occasion. 23% do so “frequently.”
    49. 55. Web 2.0 Trends <ul><li>KnowledgeStorm & McCann Survey: 3900 Business & IT Professionals July 2007 </li></ul>Nearly 60% of respondents said that information on business or technology topics, currently delivered as white papers or analyst reports , would be more interesting as podcasts. 68% of survey respondents said they are listening to podcasts directly on their computers as opposed to portable MP3 players (32%).
    50. 56. Web 2.0 Trends <ul><li>KnowledgeStorm & McCann Survey: 3900 Business & IT Professionals July 2007 </li></ul>“ This survey presents a lot of encouraging findings for marketers considering podcasts as a content format. Not only are business and IT professionals tuning in, but frequent users are eager for more business and technology podcast content,” says Lohman. “ 57% of the frequent podcast users stated their biggest challenge with podcasts is the scarcity of interesting content . That represents real opportunity for savvy marketers.”
    51. 57. Web 2.0 Trends http://www.edwinwattsgolf.com/
    52. 58. Web 2.0 Trends http://www.edwinwattsgolf.com/
    53. 59. Web 2.0 Trends http://www.edwinwattsgolf.com/
    54. 60. Web 2.0 Trends http://www.edwinwattsgolf.com/
    55. 61. Web 2.0 Trends
    56. 62. Web 2.0 Trends <ul><li>Podcast Directories </li></ul><ul><li>iTunes – only for iPod users </li></ul><ul><li>http://juicereceiver.sourceforge.net/ </li></ul><ul><li>http://www.podcastalley.com/ </li></ul><ul><li>http://podcasts.yahoo.com/ </li></ul><ul><li>http://www.podcastpickle.com/ </li></ul><ul><li>http://www.podshow.com/ </li></ul><ul><li>http://www.podcastready.com/ </li></ul><ul><li>Media sites, e.g., CNN, WSJ, etc. </li></ul>
    57. 63. Summary/Action Steps <ul><li>Search Marketing (Web 1.0) </li></ul><ul><ul><li>cover the basics </li></ul></ul><ul><ul><li>be found by your target audience (SEO/PPC) </li></ul></ul><ul><li>Social Networking (Web 2.0) </li></ul><ul><ul><li>It’s all about communities </li></ul></ul><ul><ul><li>Look for industry specific properties </li></ul></ul><ul><li>Blogging (Web 2.0) </li></ul><ul><ul><li>Become active (selectively) </li></ul></ul>
    58. 64. Summary/Action Steps <ul><li>Podcasting (Web 2.0) </li></ul><ul><ul><li>Seek out content opportunities </li></ul></ul><ul><ul><li>Act fast for leadership potential </li></ul></ul>
    59. 65. About Find and Convert <ul><li>Search Marketing Services </li></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>PPC </li></ul></ul><ul><ul><li>Podcasting </li></ul></ul><ul><ul><li>http://www.findandconvert.com/ </li></ul></ul><ul><ul><li>http://www.findandconvert.com/blog/ </li></ul></ul>
    60. 66. Contact <ul><li>[email_address] </li></ul><ul><li>727-234-0952 </li></ul>
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