Internet Marketing for Hosting Companies | NVI (February 4th 2009)

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  • Internet Marketing for Hosting Companies | NVI (February 4th 2009)

    1. 1. INTERACTIVE PROFITABILITY Guillaume Bouchard, CEO, NVI www.nvisolutions.com
    2. 2. INTERACTIVE TACTICS <ul><li>HOW TO LEVERAGE THE BEST ONLINE CHANNELS </li></ul><ul><ul><li>Niche keyword research </li></ul></ul><ul><ul><li>Paid search and obsessive campaign optimization </li></ul></ul><ul><ul><li>Medium to long tail organic SEO </li></ul></ul><ul><ul><li>Smart social media optimization </li></ul></ul><ul><ul><li>Affiliate program </li></ul></ul><ul><ul><li>Online budget for small, medium, and large companies </li></ul></ul><ul><li>SMART SEO TOOLS FOR ADDED VALUE THROUGH RESELL </li></ul><ul><ul><li>Revolutionary tool in the SEO industry: LinkScape from SEOmoz.org </li></ul></ul><ul><ul><li>RankSense analytics software </li></ul></ul>
    3. 3. NICHE KEYWORD RESEARCH <ul><li>EXPLORATION OF TARGET MARKETS </li></ul><ul><ul><li>Create an initial keyword list (based on industry, competitors, etc) </li></ul></ul><ul><ul><li>Use keyword generation tools and any available analytics to add depth </li></ul></ul><ul><ul><li>Free/paid tools: Keyword Discovery, WordTracker, Google Keyword Tool </li></ul></ul><ul><ul><li>Useful analytics: Google Analytics, Google Webmaster Central, CrazyEgg </li></ul></ul><ul><li>DETERMINATION OF TARGET MARKETS </li></ul><ul><ul><li>Testing volume / relevance / conversions of listed keywords </li></ul></ul><ul><ul><li>Assessing attainability based on existing competition </li></ul></ul><ul><ul><li>Analysis and filtering of results to identify critical keywords to target </li></ul></ul><ul><li>KEYWORD ONSITE OPTIMIZATION </li></ul><ul><ul><li>Competition tests on search requests </li></ul></ul><ul><ul><li>Mapping of keywords to appropriate pages / content </li></ul></ul>
    4. 4. KEYWORD RESEARCH TIPS <ul><li>EMBRACE THE LONG TAIL </li></ul><ul><ul><li>Heavy competition on short tail </li></ul></ul><ul><ul><li>Volume on long tail too important to pass up </li></ul></ul><ul><ul><li>Develop a big list and associate them with optimized conversion pages </li></ul></ul><ul><ul><li>Negative keywords: you never have enough (best tool: www.epiar.com ) </li></ul></ul>
    5. 5. PAID SEARCH ADS (PPC)
    6. 6. PAID SEARCH ADS (PPC) <ul><li>USE </li></ul><ul><ul><li>Test for relevance, volume, competition of search requests </li></ul></ul><ul><ul><li>Targeted traffic for niche terms </li></ul></ul><ul><li>ADVANTAGES </li></ul><ul><ul><li>Immediate results (for site launch, event-driven campaign, etc) </li></ul></ul><ul><ul><li>Useful for visibility / profitability on a site not yet ranking </li></ul></ul><ul><li>DISADVANTAGES </li></ul><ul><ul><li>Increased costs since 2004 </li></ul></ul><ul><ul><li>Increase in fraud on competitive terms </li></ul></ul><ul><ul><li>Very expensive in the hosting industry (top10 most expensive industry) </li></ul></ul><ul><ul><li>Low volumes on specific niche services or geographical areas </li></ul></ul><ul><ul><li>Penny competition on offers: the industry is at “commodity” level </li></ul></ul>
    7. 7. HOW IT’S DONE (PPC) <ul><li>KEYWORD RESEARCH </li></ul><ul><ul><li>Uncovering most relevant, available, and cheapest keywords </li></ul></ul><ul><ul><li>Organizing keywords by theme </li></ul></ul><ul><li>LANDING PAGE CREATION </li></ul><ul><ul><li>Created based on keyword research combined with on users personas </li></ul></ul><ul><ul><li>Google Website Optimizer to do A/B + Multivariate testing </li></ul></ul><ul><li>AD CREATION </li></ul><ul><ul><li>Creation of ad groups by theme </li></ul></ul><ul><ul><li>Writing effective ad copy </li></ul></ul><ul><ul><li>Revise / change ads regularly </li></ul></ul><ul><li>MAINTENANCE </li></ul><ul><ul><li>Optimizing ad copy, landing pages, bids, new keywords / new negative keywords </li></ul></ul>
    8. 8. ORGANIC SEO
    9. 9. ORGANIC SEO <ul><li>INDEXATION </li></ul><ul><ul><li>Opting for a technological solution following SEO best practices </li></ul></ul><ul><ul><li>Site architecture and URLs mapped in accordance with semantic verticals </li></ul></ul><ul><li>RELEVANCE </li></ul><ul><ul><li>Optimization of keywords mapped into a silo site architecture </li></ul></ul><ul><ul><li>Internal linking strategy to intelligently distribute SEO page ranking value </li></ul></ul><ul><ul><li>Nofollowing pages that we don’t want to rank </li></ul></ul><ul><li>POPULARITY </li></ul><ul><ul><li>Quantity / Quality / Age / Regularity / Semantic relevance of links obtained </li></ul></ul><ul><ul><li>Diversification of entry points for links toward your site </li></ul></ul><ul><ul><li>Strategic interlinking with partners or any external sites </li></ul></ul>
    10. 10. HOW IT’S DONE (ORGANIC SEO) <ul><li>ONSITE TIPS </li></ul><ul><ul><li>Ensure keyword targets are optimally represented </li></ul></ul><ul><ul><li>Craft new content to demonstrate authority </li></ul></ul><ul><ul><li>Make references to old articles when needed (wikipedia style – smart scripts can be made) </li></ul></ul><ul><li>OFFSITE TIPS </li></ul><ul><ul><li>Backlinks = core “online” fuel of 50% of Web traffic </li></ul></ul><ul><ul><li>Trade information / content / anything for backlinks </li></ul></ul><ul><ul><li>Develop a widget / badge and offer incentives to your clients to install them </li></ul></ul><ul><ul><li>Embed a text link into widget for medium to long tail keywords tailored to your products </li></ul></ul><ul><ul><li>Ensure you develop some expertise in house to assimilate and energize your efforts </li></ul></ul><ul><ul><li>Get ongoing coaching from a visionary SEO company to stay updated with new tactics </li></ul></ul><ul><ul><li>Best tool: SEOmoz tools suite (explained next slide) </li></ul></ul>
    11. 11. WHY DO IT? (ORGANIC SEO) <ul><li>INTERESTING FIGURES </li></ul><ul><ul><li>Roughly 1 visitor out of 2 on the Web came through a Search Engine, controlled at 70% by one player (i.e. 1/3 of worldwide traffic goes through Google before hitting your site) </li></ul></ul><ul><ul><li>~25-40% of search users click the top-ranking link. 8-20% click the 2 nd result, and the click through rate (CTR) continues to drop steadily thereafter </li></ul></ul><ul><ul><li>The variation of the CTR click through split is linked to the fact that the keyword searched is a generic word or a branded keywords. Branded keywords like “Parallels” get a higher spike for #1, where the distribution curve is smoother for generic terms like “Web hosting”. </li></ul></ul><ul><ul><li>77% of search users choose organic over paid listings when searching, 67% choose organic search when purchasing. This means that if you are investing 80-90% of your search marketing budget in PPC with conversion pages, you are not on the right path to build equity for your company </li></ul></ul><ul><ul><li>40% of SEO campaigns aware of their ROI achieved returns in excess of 500%, while only 22% of PPC campaigns were able to achieve this value. </li></ul></ul>
    12. 12. SOCIAL MEDIA OPTIMIZATION <ul><li>NEWS SITES </li></ul><ul><ul><li>Digg, Reddit, StumbleUpon, Mixx, Propeller, Yahoo! Buzz </li></ul></ul><ul><li>COMMUNITY SITES </li></ul><ul><ul><li>To meet people: Facebook, LinkedIn </li></ul></ul><ul><ul><li>To be entertained: YouTube, FlickR, MySpace, Ning </li></ul></ul><ul><ul><li>To discuss with peers: Web hosting forums, blogs, review & news sites </li></ul></ul><ul><li>TIPS FOR HOSTING COMPANIES </li></ul><ul><ul><li>Multiple potential uses: PR, SEO, branding, direct marketing, media buys </li></ul></ul><ul><ul><li>Define the goals of the campaign before making any decisions </li></ul></ul><ul><ul><li>Look at it as a ongoing investment to support your major online marketing channels </li></ul></ul><ul><ul><li>Do not get into social media marketing because it is the latest buzz </li></ul></ul>
    13. 13. HOW IT’S DONE (SOCIAL MEDIA) <ul><li>SOCIAL PROMOTION </li></ul><ul><ul><li>Create compelling content </li></ul></ul><ul><ul><li>Network within the social site to gain friendly support </li></ul></ul><ul><ul><li>Promote in a focused, realistic way </li></ul></ul><ul><ul><li>Make sure you can handle the load spike ;-) </li></ul></ul><ul><li>COMMUNITY MANAGEMENT </li></ul><ul><ul><li>Respond quickly, transparently </li></ul></ul><ul><ul><li>Generate discussion </li></ul></ul><ul><ul><li>The right message, at the right place, at the right time </li></ul></ul><ul><li>PR / BRANDED CAMPAIGNS </li></ul><ul><ul><li>It is not a traditional PR media – you are building your brand with geeks, not journalists </li></ul></ul><ul><ul><li>Focus on your potential long term ambassadors and the industry influencers </li></ul></ul><ul><ul><li>Get everyone to challenge your product (great example of smart PR: Freshbooks.com) </li></ul></ul>
    14. 14. WHY DO IT? (SOCIAL MEDIA) <ul><li>INTERESTING FIGURES </li></ul><ul><ul><li>DIGG: $85k average household income, 87% with college education. Digg consumers are influential professionals who are active online. 236M UVs / year </li></ul></ul><ul><ul><li>FACEBOOK : #4 site in global minutes spent at 2,6 billion / day, 150M active users </li></ul></ul><ul><ul><li>YOUTUBE : Drew 5 billion U.S. online video views in July 2008, 70M videos, 200k publishers, 413 years to see all YouTube content, 100k+ videos uploaded / day </li></ul></ul><ul><ul><li>TWITTER : ~5-10 thousand new accounts / day, 1 100 000 000 tweets so far, 63% male, 3M tweets / day </li></ul></ul><ul><ul><li>BLOGOSPHERE : 133M blogs, 346M readers, 900 000 posts / day, 55% drink 2 or more coffee, 77% of all Internet users read blogs </li></ul></ul><ul><ul><li>WIKIPEDIA : 75 000 contributors, 2,7M English articles, 700M UV / year </li></ul></ul>
    15. 15. AFFILIATE MARKETING <ul><li>OWNED VS RENTED SOFTWARE SOLUTION </li></ul><ul><ul><li>Rented: Less expensive, but not customized for your specific needs at all </li></ul></ul><ul><ul><li>Owned: Fully customizable, expensive, developed in-house or outsourced </li></ul></ul><ul><ul><li>Solution: start with rented, build your own after you are successful </li></ul></ul><ul><li>SEO-FRIENDLY VS NON-SEO-FRIENDLY </li></ul><ul><ul><li>Is the software SEO-friendly? </li></ul></ul><ul><ul><li>What impact will SEO-friendly software have on my business? </li></ul></ul><ul><ul><li>How can we improve our existing rented / owned solution? </li></ul></ul><ul><li>INTERNAL OR EXTERNAL MANAGEMENT </li></ul><ul><ul><li>Should we manage the affiliate program in-house? </li></ul></ul><ul><ul><li>Who will be our affiliates and how are we going to recruit them? </li></ul></ul><ul><ul><li>Which payout structure is considered competitive in the industry? </li></ul></ul>
    16. 16. HOW IT’S DONE (AFFILIATE MARKETING) <ul><li>OPTIMIZE WEBSITE </li></ul><ul><ul><li>Make sure your site can drive sales / conversions </li></ul></ul><ul><li>DEVELOP PROMOTIONAL CONTENT </li></ul><ul><ul><li>Provide a variety of fresh, useful sales tools </li></ul></ul><ul><ul><li>Ongoing process </li></ul></ul><ul><li>AFFILIATE MANAGEMENT </li></ul><ul><ul><li>Target relevant websites and offer incentive to promote </li></ul></ul><ul><ul><li>Offer incentive to bring in other webmasters (referral) </li></ul></ul><ul><ul><li>Proactively ensure affiliate satisfaction as sales partners, and maintain sales activity </li></ul></ul>
    17. 17. ONLINE BUDGET SPLIT FOR COMPANIES <ul><li>SMALL COMPANIES ($2,000 - $5,000 / Month) </li></ul><ul><ul><li>PPC: 25% SEO: 50% SMO: 25% Affiliate: 0% </li></ul></ul><ul><li>MEDIUM COMPANIES ($5,000 - $50,000 / Month) </li></ul><ul><ul><li>PPC: 20% SEO: 40% SMO: 20% Affiliate: 20% </li></ul></ul><ul><li>LARGE COMPANIES ($50,000 - $500,000+ / Month) </li></ul><ul><ul><li>PPC: 20% SEO: 30% SMO: 10% Affiliate: 40% </li></ul></ul><ul><li>OTHER ONLINE STRATEGIES TO CONSIDER </li></ul><ul><ul><li>Banner advertising </li></ul></ul><ul><ul><li>Email & loyalty program </li></ul></ul>
    18. 18. SMART SEO TOOLS FOR HOSTING CLIENTS <ul><li>SEOmoz’s Linkscape & premium service </li></ul><ul><ul><li>First tool that is crawling the whole Web like major Search Engines </li></ul></ul><ul><ul><li>Removes a lot of myth related issues with SEO </li></ul></ul><ul><ul><li>Value of links coming to & from any sites, acquired over time </li></ul></ul><ul><ul><li>Unique set of link value attributed with main SEO factors (moz Strength / moz Trust ) </li></ul></ul><ul><ul><li>Powerful info for domain buyers/sellers & investors </li></ul></ul><ul><li>Partnering with SEOmoz.org? </li></ul><ul><ul><li>Tools, guides, humanly driven private Q&A support, marketplace for RFPs/Jobs/Projects </li></ul></ul><ul><ul><li>Premium accounts can be packaged into web hosting plans for added value </li></ul></ul><ul><ul><li>Get a hold of [email_address] or buzz her on Twitter @SEOmom for more info </li></ul></ul>
    19. 19. SMART SEO TOOLS FOR HOSTING CLIENTS <ul><li>RankSense Analytics & SEO tool </li></ul><ul><ul><li>Identify the most powerful keywords to target through 12 SEO tools </li></ul></ul><ul><ul><li>Deliver point & click, step-by-step SEO for beginners </li></ul></ul><ul><ul><li>Detects & fixes search engine roadblocks </li></ul></ul><ul><ul><li>Analyze competitor sites & their key tactics </li></ul></ul><ul><ul><li>Discover and implements high quality links </li></ul></ul><ul><ul><li>Search analytics data mining & SEO progress reports </li></ul></ul><ul><li>Partnering with Ranksense? </li></ul><ul><ul><li>Help customers to successfully market their online properties through SEO </li></ul></ul><ul><ul><li>Increased Web hosting needs as more traffic means more money spent to support it </li></ul></ul><ul><ul><li>Get a hold of [email_address] or buzz him on Twitter @SharksFly for more info </li></ul></ul>

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