Building an online marketing strategy

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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

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Building an online marketing strategy

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

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