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Optimized Internet Marketing

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Presentation to IAMCP Boston Chapter on March 31, 2011.

Presentation to IAMCP Boston Chapter on March 31, 2011.

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  • Allintitle example: Carpenter ants vs carpenter ant eradication
  • Transcript

    • 1. Optimized Internet Marketing International Association of Microsoft Channel Partners Hans Riemer Market Vantage LLC 274 Main Street Groton, MA 01450 (978) 482-0130 www.Market-Vantage.com
    • 2. “ Chief Complaints”
      • “ My site’s not showing up in Google when I type ___.”
      • “ We need more visitors to our website.”
      • “ We should get more leads from our website.”
      • “ Our competitors have better search engine position.”
      • “ We know how much we’re spending on-line – but we don’t know what it’s producing.”
      • “ Our Pay-Per-Click program isn’t working.”
      • The Bottom Line :
        • We need to generate more sales / leads from our website and do it cost-effectively!
    • 3. Agenda / Topics
      • Common online marketing mistakes that are guaranteed to waste your money
      • How to get targeted traffic to your website
      • What to do once you get them there
      • Measuring success - how to tell what’s working and what needs fixing
    • 4. #1 Mistake We See:
      • Investing money and time on driving traffic to a poor quality website
    • 5. #2 Mistake We See:
      • Wasting money on the wrong traffic
        • Poor keyword selection
        • AdWords “gotchas”
        • Incorrect targeting
          • Geography
          • Demographics / contextual
          • Dayparting
    • 6. What We Do:
      • Attract targeted website traffic
        • SEO & Online Advertising
      • Increase conversions on their website
      • Analyze website visitor traffic and behavior
      • Improve visitor experience and ROI
    • 7. Sources of Website Traffic Website Traffic On-Line Advertising Referrals Brand Awareness (Bookmark or Direct) Pay-Per Click Banners & Text Ads Sponsor- ships Contextual Ads On-Line Pubs Organic Search Referring Links PR (Online / Offline) Ads (Radio/TV/Print) Related Sites E-Newsletters Portals Viral Marketing Paid Search
    • 8. Attracting Targeted Website Traffic
      • SEO - S earch E ngine O ptimization
      • PPC – P ay P er C lick Advertising
        • Sponsored Search
        • Contextual Advertising
      • Directory listings / inbound-links
      • SMM - Social Media Marketing
    • 9. Concepts and Definitions Pay-Per-Click SEO
    • 10. What is SEO?
      • Helping the Search Engines do the “right thing”
        • On-Page SEO
          • Search-engine-friendly website
          • Selecting the RIGHT keywords
          • Proper keyword placement
          • Visitor engagement
        • Off-Page SEO
          • Quantity and quality of in-bound links
    • 11. How does Google determine Rank?
      • Site crawls / content authority
      • Inbound links & anchor text
      • Traffic (how do they know???)
      • Search results clicks
      • Stickiness – time on site
      • Domain age & hosting longevity
      • … and about 200 other factors
    • 12. SEO Rule #1
      • Your site must be search engine friendly
        • Check using Google’s “site” command
    • 13. SEO Rule #2
      • Choose your keywords carefully
        • Quality, not quantity
        • CEO ego should not be a factor
        • Search frequency and relevance are key
        • Be sober about competitor strengths
        • Better to rank well for a small number of important keywords than try to rank for lots of low-traffic, low-relevance terms
    • 14.
        • Lateral search using software tools
        • Evaluate each term across three axes
        • Group by theme
        • For SEO: Assign to pages
        • For PPC: Assign to ads
      Keyword Research Search Frequency Competition Relevance
    • 15. Keyword Research Tools
      • Google
        • https://adwords.google.com/select/KeywordToolExternal
      • WordTracker
      • KeywordDiscovery
      • HitWise
    • 16. Pay Per Click Advertising
      • Two major platforms:
        • AdWords (Google)
        • Microsoft adCenter (Bing, Yahoo)
      • Two major channels:
        • Search
        • Contextual
    • 17. Revenue $ in millions
    • 18. Challenges:
      • Does your site convert visitors into leads?
      • Targeting the wrong keywords is costly
      • Google ranking algorithms change daily
      • AdWords: Very easy to set up, very hard to be profitable
        • Competitors clicking your ads
        • Google maximizing ITS revenue
        • Amateurs playing against pros
        • Each click can cost you $1, $5, $20 or more!
    • 19. “ Typed” vs. “Matched” Keyword
      • AdWords matching options
        • Broad Match
        • Phrase Match
        • Exact Match
      • Typed keyword is what they typed
      • Matched keyword is what you bid on using matching options
      • Important to track BOTH in web analytics and CRM
      • Use “Negative Match” to filter Broad and Phrase matched misfits
        • Modified Broad Match (+)
        • Negative Match
    • 20. What is a “Parked Domain”?
    • 21.
    • 22.
    • 23.
    • 24. MFA (Made-For-AdSense) Example
    • 25. Top 5 AdWords Mistakes
      • Overusing Broad Match
      • Not separating Search and Content
      • Not blocking Parked Domains & MFA sites
        • Content network
        • Search partners
      • Bidding too low – especially at the beginning
      • Incorrect keyword segmentation
    • 26. Opportunities:
      • PPC ads can be targeted geographically
      • High organic rank increases the value of your business
      • Reporting tools have improved. Easier to see cause and effect.
      • Bottom line: what is the lifetime value of a new customer?
    • 27. Conversion Rate is Crucial!
      • Clicks are expensive
      • It can take many clicks to make one lead
      • If your conversion rate is 2x your competitor’s, then you can outspend your competitor 2:1 for clicks
    • 28.
        • Each new lead requires an unbroken chain of events.
        • Any break in the chain means the entire process fails.
      Steps to a High Conversion Rate Realization of Need Web Search Scan Results Select Candidate Land on Website Visual Impact and Messaging Develop Interest and Trust Decision to Respond Respond & Submit Receive Prompt Follow-Up
    • 29. You Can’t Fix What You Can’t Measure
      • Web Analytics Tools:
        • Google Analytics
        • IVA
        • PhoneTracker
      • Recommendation:
        • Get the right tools, make sure they’re implemented properly, and learn to use them or find someone that can.
    • 30. Conversion Rate Example #1
    • 31. Landing Page
    • 32.
    • 33. Conversion Rate Example #2
    • 34. Landing Page
    • 35.
    • 36.
    • 37.
    • 38. Conversion Rate Results ? ?
    • 39. Conversion Rate Results 11.4% 2%
    • 40. Example: ROI of SEO
    • 41.
      • Overview:
        • SMB networking, security & storage products sold on Dell website channel
        • Products virtually impossible to find on Dell site
        • Huge competition / noise
        • Very low sales volume
      • Solution:
        • Created attractive, informative microsite
        • Implemented AdWords PPC and SEO program & Web Analytics
      • Results:
        • Hundreds of prospects per month landing directly on appropriate “price and buy” pages
        • Increased sales by 40% for one product line through channel
      Case Study
    • 42. Sample Clients
    • 43. Thank YOU for Listening
      • Hans Riemer
      • Market Vantage LLC
      • 274 Main Street
      • Groton, MA 01450
      • Direct: (978) 482-0131
      • www.Market-Vantage.com

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