INSIDER INSIGHTS
from an Expert Online Marketer

Presented by Rebecca Adolf,
Creative Services Group
at Impact Networking
TWEET, MENTION, POST

facebook.com/i
mpactmybiz

@impactmybiz

Live updates welcomed!
AGENDA
•
•
•
•
•
•
•

Key Elements of Online Marketing
New Perspectives on Search Results
How Experts Analyze Websites
Rea...
ABOUT CSG
•
•
•
•

Local, Full Service Team
Print, Web & Mobile
Online Marketing Services
Designers, Coders
& Copywriter
•...
ABOUT ME
• Artist
• Designer/Coder
• Online Marketer

Source: http://www.funnywow.com
KEY ELEMENTS
ONLINE MARKETING
•
•
•
•
•

Online Marketing Strategy
Website Optimization
Outbound Campaigns
Engagement
Trac...
WHY ONLINE
MARKETERS?
•
•
•
•
•
•
•

Offer Guidance, Expertise & Experience
White Hat Tactics
Evaluate & Identify Weakness...
IT’S A PROCESS
NOT A PROJECT
•
•
•
•
•

Sinking in the Search Results
Changing Search Engine Algorithms
New Up-to-date Use...
LOCATION, LOCATION
“No. 1 Position in Search Engines
Gets 33% of Search Traffic”
(Compared to 18% for the second position)...
Chocolate
WEBSITE OPTIMIZATION
VISITS
333
SOCIAL 47
SEARCH
Gourmet 45
Gourmet 45 catering
Gourmet 45 Chicago
(December 2012)
WEBSITE OPTIMIZATION
VISITS
720 (167%)
SOCIAL 233 (5x)
SEARCH
“asian italian fusion catering”
“breakfast catering chicago”...
A/B TESTING

A

B
VISITS 4,060
BOUNCE 78%
LANDING 180
WEAKNESSES
Missing “Sell” “Buy” “Lease”
Lack of Locations
Tracking Sources
(August 201...
VISITS 13,881 (342%)
BOUNCE 40% (-38%)
LANDING 2,888 (16x)
UPDATES
Keyword Relevant Content
PPC & Retargeted Adwords
Print...
RESPONSIVE LAYOUT
BENEFITS
•
•
•
•
•

Optimal Viewing
Design User Experience Based on Device
Search Recommended
Update One Location
Increase...
MULTI-SCREEN WORLD

COMPUTERS

SMART PHONES

TABLETS

keep us productive
and informed
(work, detailed tasks,
need attentio...
SMART PHONES

31
88%
80%
mins

• 80% of smartphones searches are
spontaneous searches.
(TV Ads, Waiting in Line)
• 31 mins...
SMART PHONES

16%

Smart phones are the highest
number of user interactions
per day and serve as the most
common starting ...
ONLINE MARKETING
LATEST TACTICS
•
•
•
•
•

Content Marketing
Branded Graphics
Online Videos
Retargeted Ads
Print Crossover...
BUZZZZZZ
CONTENT MARKETING
•
•
•
•
•
•

Keyword Relevant Content
Useful Blogs
Target Landing Pages
Google Authorship
Email...
BRANDED POSTS
ONLINE VIDEOS

“YouTube is the 2nd largest search engine”
Source: Socialnomics “Social Media Revolution 2012” Video
RETARGETED ADS
PRINT CROSSOVER
VIRAL FACEBOOK POST!
•
•
•
•
•
•

Automotive Electronics Manufacturer
Reached 88,640 people in 3 DAYS
179 New Followers
28...
FUNNELING TRAFFIC
•
•
•
•
•
•

Guest Blogging
Social Media Posts
Online Videos
Print Crossover
Email Marketing
Online Adve...
TARGET
LANDING
PAGES
REVIEW & EVOLVE
•
•
•
•
•
•
•

Setup Goal Conversions
Filter Reports by Target, Section, Event, etc.
A/B Testing – Don’t R...
TAKE AWAYS
•
•
•
•
•

Online Marketing – It’s a Process, Not a Project!
Search – What is the User’s Intent?
Mobile – Inter...
QUESTIONS?

facebook.com
/impactmybiz

@impactmybiz

pinterest.com
/impactmybiz

linkedin.com/
company/
impactnetworking

...
Rebecca Adolf Insights from an Expert On-line Marketer
Rebecca Adolf Insights from an Expert On-line Marketer
Rebecca Adolf Insights from an Expert On-line Marketer
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Rebecca Adolf Insights from an Expert On-line Marketer

  1. 1. INSIDER INSIGHTS from an Expert Online Marketer Presented by Rebecca Adolf, Creative Services Group at Impact Networking
  2. 2. TWEET, MENTION, POST facebook.com/i mpactmybiz @impactmybiz Live updates welcomed!
  3. 3. AGENDA • • • • • • • Key Elements of Online Marketing New Perspectives on Search Results How Experts Analyze Websites Real Life Results Responsive Websites & Mobile Statistics Latest Online Tactics Driving Traffic to Your Site and Tracking
  4. 4. ABOUT CSG • • • • Local, Full Service Team Print, Web & Mobile Online Marketing Services Designers, Coders & Copywriter • B2B & B2C • 20 Years+ • 150+ Websites
  5. 5. ABOUT ME • Artist • Designer/Coder • Online Marketer Source: http://www.funnywow.com
  6. 6. KEY ELEMENTS ONLINE MARKETING • • • • • Online Marketing Strategy Website Optimization Outbound Campaigns Engagement Tracking
  7. 7. WHY ONLINE MARKETERS? • • • • • • • Offer Guidance, Expertise & Experience White Hat Tactics Evaluate & Identify Weaknesses Provide Targeted Ideas Implement Campaigns – Copy, Design & Code Coordinate Print, Web & Social Crossover Custom Tracking to See Results
  8. 8. IT’S A PROCESS NOT A PROJECT • • • • • Sinking in the Search Results Changing Search Engine Algorithms New Up-to-date Useful Client Information Funneling Traffic to Website Converting Leads
  9. 9. LOCATION, LOCATION “No. 1 Position in Search Engines Gets 33% of Search Traffic” (Compared to 18% for the second position) Source: http://chitika.com/google-positioning-value
  10. 10. Chocolate
  11. 11. WEBSITE OPTIMIZATION VISITS 333 SOCIAL 47 SEARCH Gourmet 45 Gourmet 45 catering Gourmet 45 Chicago (December 2012)
  12. 12. WEBSITE OPTIMIZATION VISITS 720 (167%) SOCIAL 233 (5x) SEARCH “asian italian fusion catering” “breakfast catering chicago” “catering photo shoots chicago” “catering chicago suburbs” “complete catering dinner menus” “chicago catering delivery” (April 2013)
  13. 13. A/B TESTING A B
  14. 14. VISITS 4,060 BOUNCE 78% LANDING 180 WEAKNESSES Missing “Sell” “Buy” “Lease” Lack of Locations Tracking Sources (August 2012)
  15. 15. VISITS 13,881 (342%) BOUNCE 40% (-38%) LANDING 2,888 (16x) UPDATES Keyword Relevant Content PPC & Retargeted Adwords Print Ads & Signage w/ QR Codes Property Specific URLs How did you hear about us? (August 2013)
  16. 16. RESPONSIVE LAYOUT
  17. 17. BENEFITS • • • • • Optimal Viewing Design User Experience Based on Device Search Recommended Update One Location Increased Mobile/Tablet Visitors & Conversions
  18. 18. MULTI-SCREEN WORLD COMPUTERS SMART PHONES TABLETS keep us productive and informed (work, detailed tasks, need attention) keep us connected (on the go, need info quickly) keep us entertained (books, movies, browsing) SOURCE: Google The New Multi-screen World Report, August 2012
  19. 19. SMART PHONES 31 88% 80% mins • 80% of smartphones searches are spontaneous searches. (TV Ads, Waiting in Line) • 31 mins per day spent Mobile Web Browsing (20% of Aver. 2 hrs & 38 mins) • 88% Look at Mobile Devices While Watching TV SOURCE: Google The New Multi-screen World Report, August 2012
  20. 20. SMART PHONES 16% Smart phones are the highest number of user interactions per day and serve as the most common starting point for activities across multiple screen Global Traffic is Mobile “Found Time” SOURCE: Google The New Multi-screen World Report, August 2012
  21. 21. ONLINE MARKETING LATEST TACTICS • • • • • Content Marketing Branded Graphics Online Videos Retargeted Ads Print Crossover (QR) Codes
  22. 22. BUZZZZZZ CONTENT MARKETING • • • • • • Keyword Relevant Content Useful Blogs Target Landing Pages Google Authorship Email Marketing White Papers/Case Studies
  23. 23. BRANDED POSTS
  24. 24. ONLINE VIDEOS “YouTube is the 2nd largest search engine” Source: Socialnomics “Social Media Revolution 2012” Video
  25. 25. RETARGETED ADS
  26. 26. PRINT CROSSOVER
  27. 27. VIRAL FACEBOOK POST! • • • • • • Automotive Electronics Manufacturer Reached 88,640 people in 3 DAYS 179 New Followers 28 comments 1,651 shares Friends – An additional: • 5, 474 more likes, • 672 total comments • 128 shares
  28. 28. FUNNELING TRAFFIC • • • • • • Guest Blogging Social Media Posts Online Videos Print Crossover Email Marketing Online Advertising LINK BACK TO WEBSITE
  29. 29. TARGET LANDING PAGES
  30. 30. REVIEW & EVOLVE • • • • • • • Setup Goal Conversions Filter Reports by Target, Section, Event, etc. A/B Testing – Don’t Revamp, Modify Implement Campaigns Track Online Reputation Stay Up-to-Date Search Engines Tactics Keep Changing
  31. 31. TAKE AWAYS • • • • • Online Marketing – It’s a Process, Not a Project! Search – What is the User’s Intent? Mobile – Internet is Multi-screen is Your Website? Funnel – Convert traffic into leads. Track – “You can't manage what you can't measure.” – W. Edwards Deming
  32. 32. QUESTIONS? facebook.com /impactmybiz @impactmybiz pinterest.com /impactmybiz linkedin.com/ company/ impactnetworking youtube.com/i mpactmybiz

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