Building an online marketing strategy
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Building an online marketing strategy

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Building an online marketing strategy...

Building an online marketing strategy

Heatherstone
http://heatherstone.com
Software, database, management, and search engine marketing consulting to businesses and professionals who prefer innovation to infrastructure.
Rockville Innovation Center
155 Gibbs Street, Suite 530
Rockville, Maryland 20850
888.716.1521

Like us at Heatherstone on Facebook
http://on.fb.me/HeatherstoneWeb
Follow us @HeatherstoneWeb on Twitter:
http://twitter.com/HeatherstoneWeb

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    Building an online marketing strategy Building an online marketing strategy Presentation Transcript

    • Turning random online travelers
      into loyal customers
      Aaron Overton
      CEO, Heatherstone
      Building anOnline Marketing Strategy
    • Revenue comes from visitors that meet your goals.
      1000 visitors x 1% conversion x $500 per conversion = $5000
      Generating Revenue
    • A visitor “converts” when he does the thing you want him to do.
      What do you want your visitors to do?
      Examples
      Buy something
      Read an article
      Sign up for a newsletter
      Contact you for an appointment
      Conversion Goals
    • When a visitor meets a goal, it has a value.
      Knowing the value is key to measuring your results.
      What is it worth to convert a visitor?
      Examples
      Becomes advertiser for a year: $4000
      Donates to my charitable organization: $250
      Calls for appointment: $180
      Conversion Valuation
    • Use the worksheet to define goals
      Identify your conversion goals.
      Determine the value.
      Describe the audience.
      Extra Credit
      Write task list to make conversion better (or even possible!)
      Your Turn
    • Nothing is more important than having the right keywords.
      What words lead traffic to you?
      Keyword Evaluation
      Relevance
      Popularity
      Competition
      Keywords
    • Google AdWords Example
    • Brainstorm keywords
      Work with a partner and write down as many as you can.
      Rate them for relevance on a scale of 1 to 4.
      Be specific!
      Extra Credit
      Add two hours to your calendar to evaluate your list.
      Your Turn
    • Visitors come to your site through search and advertising.
      How will you get visitors to your site?
      Examples
      Email campaigns
      Direct mail
      Advertising
      Search engine optimization
      Social networking
      Building Traffic
    • An inexpensive, highly targeted tool to drive traffic and measure results.
      How do you leverage your other networking?
      Use a Good Tool
      Examples: Constant Contact, Heatherstone’s Campaign Monitor
      Avoid spam filters
      Abide by opt-in standards
      Offer unsubscribe and use suppression lists
      Tie directly to website for better results and tracking
      Email newsletters
    • Pay per click advertising brings traffic by buying ads.
      Your ads appear on search engine portals, email portals, and other sites.
      You only pay when someone clicks on your ad.
      $500 of advertising ÷ $2 price per click = 250 visitors
      Pay Per Click Advertising
    • Relevancy is the key to being found via search.
      There are other ways to make your site found even easier.
      How will visitors find your site via search?
      Examples
      Be relevant
      Add new content regularly
      Connect to and from related sites
      Use a search engine friendly content management tool
      Search Engine Optimization
    • Keeping up with social networks can be time consuming.
      It can drive more traffic.
      How will you conduct outreach?
      Networking Success
      Wide reach: Facebook, LinkedIn, Twitter, and more
      If possible, add it to someone’s regularly duties
      Present as an organization
      Be prepared to work
      Social Networking
    • Define Your Strategy
      Use the worksheet to define your strategy.
      Fill in what you could do in all areas first.
      Narrow it down to those you will actually do.
      Extra Credit
      Pick one more thing than you did already and do it.
      Your Turn
    • Traffic, conversion, revenue. Check.
      How will you get this stuff to happen?
      Your Plan
      Get a site, any site, up and running
      Begin measuring
      No visitors? Buy ads. You need a conversion rate.
      Get conversion rate up
      Keep advertising so you continue to make money
      Optimize for search engines
      Measure, revise, test, repeat
      Getting it Done
    • It seems hard. I need help.
      What if you are already too busy, but need this done?
      Our Call to Action
    • More stuff we might not get to in the time we have.
      Appendix
    • Content is king.
      How do you keep your site up to date?
      Key Features
      Separates content from design
      Requires no extra software
      Descriptive URLs
      Notifies search engines of changes
      Automatic RSS feeds
      Consider: Dreamweaver, Contribute, WordPress, Joomla, Drupal
      Content Management
    • You know your goal. Does your visitor?
      You need clear calls to action.
      Form follows function.
      How will you achieve conversion?
      Examples
      Include prominent calls to action
      Provide at least two calls to action so visitors have alternatives
      Using landing pages with your advertisements
      Achieving Conversion
    • Ad copy: Make your next home green.
      Which will convert a visitor more often?
      Landing Pages
    • A few basic guidelines will dramatically increase your success rate.
      It will also decrease your costs.
      How do your visitors get to the call to action?
      Google Ads 101
      Keywords. Repeat them. Keywords.
      Keywords as the title
      Benefit, then feature
      Landing page, not home page
      Effective PPC Advertisements
    • Your first ads will probably produce only lackluster results.
      Testing will improve them.
      How do you know what ads will produce results?
      Making Ads Better
      Build two ad campaigns
      Fund both and monitor results
      Delete the one with less performance and replace
      Repeat until you have the best ad you can get
      Improving Ads
    • There’s more than one way to skin a cat. Eww.
      How do you optimize a site for search engines?
      Examples
      Know your keywords and focus on the best
      Include 200-800 words of relevant content
      Use your metatags: title, description
      Note: keywords metatag is no longer of value!
      Examine your site in SEO browser and adjust
      Acquire incoming links from other relevant sites
      Components of SEO