Interactive Marketing Goals and Planning
Overall Goals <ul><li>Attract Visitors  </li></ul><ul><ul><li>Analytics </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul>...
Analytics <ul><li>Number Tracking </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>SEO Analytics (seomoz....
Google Analytics <ul><li>Visitors </li></ul><ul><li>Traffic Sources </li></ul><ul><li>Content </li></ul>
Visitors <ul><li>Numbers </li></ul><ul><ul><li>Unique </li></ul></ul><ul><ul><li>Visits </li></ul></ul><ul><ul><li>Pagevie...
Traffic Sources <ul><li>Origins </li></ul><ul><ul><li>Direct </li></ul></ul><ul><ul><li>Referring </li></ul></ul><ul><ul><...
Content <ul><li>Locations </li></ul><ul><ul><li>Most visited </li></ul></ul><ul><ul><li>Top landing pages </li></ul></ul><...
Search Engine Optimization  <ul><li>Tracking </li></ul><ul><ul><li>SEO Analytics </li></ul></ul><ul><li>Content Creation <...
SEO Analytics <ul><li>Rank Analysis </li></ul><ul><li>Keyword Analysis </li></ul><ul><li>Link Analysis </li></ul>
Rank Analysis <ul><li>Based on Google Search results </li></ul><ul><ul><li>Gives the position of URL in SERP’s for a given...
Link Analysis <ul><li>Backlink Anchor Text Analysis </li></ul><ul><ul><li>Tells you what keywords other websites are linki...
Keyword Analysis <ul><li>Keyword Difficulty Test </li></ul><ul><ul><li>Ranks the difficulty for ranking for specific Terms...
Content Creation <ul><li>Onsite Content </li></ul><ul><li>Offsite Content </li></ul>
Onsite Content <ul><li>Resercom Created </li></ul><ul><ul><li>Static Information </li></ul></ul><ul><ul><li>Images </li></...
Resercom Content <ul><li>Static Information </li></ul><ul><ul><li>Current and Updated </li></ul></ul><ul><ul><li>Quality a...
Resercom Content <ul><li>Images </li></ul><ul><ul><li>Database </li></ul></ul><ul><ul><ul><li>Creative Commons </li></ul><...
Resercom Content <ul><li>Videos </li></ul><ul><ul><li>Team Produced </li></ul></ul><ul><ul><li>Team Edited </li></ul></ul>...
Resercom Content <ul><li>Blogs </li></ul><ul><ul><li>Executive Blog </li></ul></ul><ul><ul><li>Development Blog </li></ul>...
Resercom Content <ul><li>Documents – Team Created </li></ul><ul><ul><li>RFI </li></ul></ul><ul><ul><li>Vendor Comparison <...
Resercom Content <ul><li>Site Maps </li></ul><ul><ul><li>Map for search engines </li></ul></ul><ul><ul><ul><li>Content </l...
Community Content <ul><li>Feedback </li></ul><ul><ul><li>Commentary </li></ul></ul><ul><ul><li>RFI’s </li></ul></ul><ul><u...
Offsite Content <ul><li>Building relationships with community </li></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Blog...
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Interactive Marketing

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Interactive Marketing

  1. 1. Interactive Marketing Goals and Planning
  2. 2. Overall Goals <ul><li>Attract Visitors </li></ul><ul><ul><li>Analytics </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>Community Building </li></ul></ul><ul><li>Attract Sales Leads </li></ul>
  3. 3. Analytics <ul><li>Number Tracking </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>SEO Analytics (seomoz.org) </li></ul></ul>
  4. 4. Google Analytics <ul><li>Visitors </li></ul><ul><li>Traffic Sources </li></ul><ul><li>Content </li></ul>
  5. 5. Visitors <ul><li>Numbers </li></ul><ul><ul><li>Unique </li></ul></ul><ul><ul><li>Visits </li></ul></ul><ul><ul><li>Pageviews </li></ul></ul><ul><ul><li>Time spent </li></ul></ul><ul><ul><li>Bounce Rate </li></ul></ul>
  6. 6. Traffic Sources <ul><li>Origins </li></ul><ul><ul><li>Direct </li></ul></ul><ul><ul><li>Referring </li></ul></ul><ul><ul><li>Search engines </li></ul></ul>
  7. 7. Content <ul><li>Locations </li></ul><ul><ul><li>Most visited </li></ul></ul><ul><ul><li>Top landing pages </li></ul></ul><ul><ul><li>Exit pages </li></ul></ul><ul><ul><li>Site Overlay </li></ul></ul>
  8. 8. Search Engine Optimization <ul><li>Tracking </li></ul><ul><ul><li>SEO Analytics </li></ul></ul><ul><li>Content Creation </li></ul>
  9. 9. SEO Analytics <ul><li>Rank Analysis </li></ul><ul><li>Keyword Analysis </li></ul><ul><li>Link Analysis </li></ul>
  10. 10. Rank Analysis <ul><li>Based on Google Search results </li></ul><ul><ul><li>Gives the position of URL in SERP’s for a given keyword </li></ul></ul><ul><li>Current results </li></ul><ul><ul><li>Page 3 of SERP’s for search term “restaurant online ordering” </li></ul></ul>
  11. 11. Link Analysis <ul><li>Backlink Anchor Text Analysis </li></ul><ul><ul><li>Tells you what keywords other websites are linking to you with. </li></ul></ul>
  12. 12. Keyword Analysis <ul><li>Keyword Difficulty Test </li></ul><ul><ul><li>Ranks the difficulty for ranking for specific Terms </li></ul></ul><ul><li>Term Extractor </li></ul><ul><ul><li>Determines best keywords based on existing content </li></ul></ul><ul><li>Term Targeting </li></ul><ul><ul><li>Determines how well a particular term is being targeted. Ranked between A and F. </li></ul></ul>
  13. 13. Content Creation <ul><li>Onsite Content </li></ul><ul><li>Offsite Content </li></ul>
  14. 14. Onsite Content <ul><li>Resercom Created </li></ul><ul><ul><li>Static Information </li></ul></ul><ul><ul><li>Images </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Documents </li></ul></ul><ul><ul><li>Site Maps </li></ul></ul><ul><li>Community Created </li></ul><ul><ul><li>Commentary </li></ul></ul><ul><ul><li>RFI’s </li></ul></ul><ul><ul><li>Contact us </li></ul></ul><ul><ul><li>Customer Feedback </li></ul></ul><ul><ul><li>Client Feedback </li></ul></ul>
  15. 15. Resercom Content <ul><li>Static Information </li></ul><ul><ul><li>Current and Updated </li></ul></ul><ul><ul><li>Quality assured </li></ul></ul><ul><ul><li>Intelligent and Straightforward </li></ul></ul><ul><ul><li>Team created </li></ul></ul>
  16. 16. Resercom Content <ul><li>Images </li></ul><ul><ul><li>Database </li></ul></ul><ul><ul><ul><li>Creative Commons </li></ul></ul></ul><ul><ul><ul><li>Paid Images </li></ul></ul></ul><ul><ul><li>Team Selected </li></ul></ul>
  17. 17. Resercom Content <ul><li>Videos </li></ul><ul><ul><li>Team Produced </li></ul></ul><ul><ul><li>Team Edited </li></ul></ul><ul><ul><li>Quality assured </li></ul></ul>
  18. 18. Resercom Content <ul><li>Blogs </li></ul><ul><ul><li>Executive Blog </li></ul></ul><ul><ul><li>Development Blog </li></ul></ul><ul><ul><li>Marketing Blog </li></ul></ul>
  19. 19. Resercom Content <ul><li>Documents – Team Created </li></ul><ul><ul><li>RFI </li></ul></ul><ul><ul><li>Vendor Comparison </li></ul></ul><ul><ul><li>Service Guide </li></ul></ul>
  20. 20. Resercom Content <ul><li>Site Maps </li></ul><ul><ul><li>Map for search engines </li></ul></ul><ul><ul><ul><li>Content </li></ul></ul></ul><ul><ul><ul><li>Targeted information </li></ul></ul></ul><ul><ul><ul><li>Specifies keywords </li></ul></ul></ul>
  21. 21. Community Content <ul><li>Feedback </li></ul><ul><ul><li>Commentary </li></ul></ul><ul><ul><li>RFI’s </li></ul></ul><ul><ul><li>Contact requests </li></ul></ul>
  22. 22. Offsite Content <ul><li>Building relationships with community </li></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul>

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