Planning your online marketing strategy slide share

Planning Your Online Marketing StrategyIdentify your goals and prioritize your activities Kimberly Nichols WSI Internet Marketing Consultant 1

Kim Nichols • 11 years experience in online marketing • 10 years experience with technical training • Individuals, small businesses, and WSI Consultants • One-on-one, group workshops, virtual webinars • Certifications: • Google Analytics • Google AdWords • WSI Voice of Digital Marketing • WSI Advanced Internet Marketing (AIM) • WSI Research Analyst2

What is Marketing? The process or technique of promoting, selling, and distributing a product or service. “The key to effective marketing is to get people to find you, instead of you trying to find them.” - John Ahearn3

Marketing: Then & Now SMB Media Consumers Past Lots of time on few media choices (500 ads/day) Present Little time on few media choices (5000 ads/day)4

Top 3 Marketing Challenges 1. Inexpensive 3. Effective Lead Generation Measurement 2. Increased Competition *Inc. Magazine Feb. 20105

Online Marketing Strategies Search Engine Optimization (SEO) Targeted Traffic Mobile Local SEO Marketing Internet Web Analytics Marketing Web Conversion System Pay per Click Strategies Social Media Advertising (PPC) New Sales, Leads, Email and Conversions Marketing6

Search Engine Optimization (SEO) “Organic” Search Listings: • Long-term strategy • Must earn the right to be on top • Based on many factors • Searchers location plays a role • “Black Hat” tricks will get you banned from search engine • No one can guarantee specific results • On-going process: Competitors want your spot! • Google changes7 algorithm daily

SEO: Content Marketing • Most important SEO factor = On-page content • Content “syndicated” (distributed) throughout the web • Web pages • Blog posts • Articles • Press Releases • Etc.8

Local SEO Local Search Listings: • Same SEO principals, but geographically relevant • Google Places Location • Map marker • Reviews • Contact Info • Website Address9 • Based on searcher’s location

What is a Local Business? • Location-based: Rely on foot traffic • Clients might be looking for: • Directions • Contact info • “Spur of the moment” purchases • “Local SEO” is the first step in a larger SEO strategy (if applicable)10

Pay per Click Advertising (PPC) PPC Ads: • Auction Style • Based on Keywords you select • Can set daily budget limit • Blue Map marker • When you stop paying, your ads stop • Click fraud monitored and credited to your11 account (and gets you banned if you do it!)

Email Marketing • Newsletters, special offers, “Top of Mind” regular communications Awareness • Good conversion rates • Segment list (by interest, location, past purchases…) • Measureable in real time • Costs 20 times less than traditional mailers12

Social Media Marketing • Engage in conversation • Help, share, discuss, laugh • Your customers want to hear from you, but… • This is NOT an infomercial! • ROI = Your business will still exist in 5 years13

Components of Mobile Marketing Consider a mobile website and mobile SEO when your mobile traffic reaches 10% or more. Mobile Mobile Sites SEO 40% of Google searches & 53% of Bing searches on Mobile Mobile mobile devices have local Ads Apps intent. - eConsultancy.com14

Web Analytics The biggest advantage of online marketing • Test marketing initiatives • Measure and track campaign performance • Increase website conversions • Determine your ROI (Return on Investment) Test, test, test… and then test again!15

Know the difference “If you dont know where you are going, any road will Goals Tactics Tools get you there.” - Lewis Carroll16

Create Your Action Plan 1. Brainstorm 2. Combine similar ideas 3. Number them in order of priority17

Make Your Goals SMARTER S Specific Goal: M Measurable Get more clients. A Attainable R Relevant SMARTER Goal: T Time-bound Increase phone calls from E Evaluate the web from 5 to 25 per month by July 1, 2013. R Re-evaluate18

Make Your Goals SMART(ER) 4. Make goals SMARTER 5. Move top 3-5 goals to your Action Plan worksheet, in order of priority19

Online Marketing Goal Categories Online Marketing Branding Lead Generation Communication Credibility & Awareness Prospects, Employees, etc. Client & Prospect Nurturing20

Categorize Your Marketing Goals 6. Assign every goal a category from the Action Plan 7. Write the “High Priority” tasks beside each goal according to the category it falls in21

Use the Right Tools & Tactic “When the only tool you have in your toolbox is a sledgehammer, everything starts to look like a rock.” - Bob Rae22

How do you manage it all? Hire someone • Time consuming to help you • Balance time vs. cost • Costs less • Moderate learning • Takes less time • Steep learning curve curve • Costs more • More room for error • Errors likely to be • Small learning curve caught earlier • Less room for error Combination Do it Yourself of both23

Pulling it All Together 8. Delegate each goal to someone specific 9. Assign exact dates to each goal 10.Which strategies appear the most?24

Questions? Kimberly Nichols Internet Marketing Consultant experts@wsimarketingstrategy.com www.wsimarketingstrategy.com25

Planning your online marketing strategy slide share

by Kimberly Nichols on Jul 20, 2012

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