The Web Marketing Road Trip


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  • Giveaway books. URL to download PPT Exciting times, 94 media, 95 laptop / modem, NEXT SLIDE
  • This is me in 1995 w more hair. Like web vindicated! Web no going anywhere. Chinese water snake highest oil EPA at 20%, reduce inflammation, arthritis, blood pressure, cholesterol, depression, improve cognitive function. Rattlesnake…everyone now an expert or spammer
  • MCD ADV w and GE was paid 80k to write plans 96 seo class and then hundreds of sites and seo Team of 10, local + intl, not sales pitch, not good at math as developer or design
  • Tell stories: Written because I see so many curious amazing people and : i.e.: credit union paperclip/ filtration co ’s too in weeds $10 today only.
  • Goals, SWOT Benchmarking, tactics questionnaires
  • Align w customers goals not force yours RTN Yelp
  • HubSpot: Marketing people love
  • Tip of the iceberg
  • B2b but good idea of order: + 60% Lower Cost per Lead
  • F has interesting things say about changes
  • Most profits when integrated List all and mention how overwhelming
  • This marketing director is so freaked out about Google Penguin that she forgot to wear clothes to the monthly meeting!
  • Traffic jam in serps creates an opportunity to have many billboards
  • Not just seo anymore…Core could be FB but usually site and blog – social and microsites + CRO all Social engages w conversations w cro top funnel, website sells bofu…
  • Also me in 1995 And if you will be doing all these tactics you cant have 1 person do it all. Were working on a medical supply company website and even though doing full svc and content for social - Them: Guy G+ Kawasaki Patti FB dummies by Amy Porterield
  • And every web campaign must stop at Shareville. SEO and Social some signal now but future who knows. Don ’t buy like as unnatural. Engage. Authority. % spam social like links will get cleaned up.
  • Limited amount of accounts cluster versus more chaos
  • According to Moz one of the top seo software companies. On page still a critical prerequisite.
  • Blooper that my team said I have to take out but I couldn ’t resist
  • July: 16% fully integrated, 24% not, 60% limited Matt McGee, Editor-In-Chief of Search Engine Land wrote about it! Surveyed almost 600 business: Small sample size of those successful and unsuccessful but interesting: survey compares answers from the 15 percent that said they ’re “very successful” with SEO and the 18 percent that said they’re “not successful.” Admittedly, that’s a small sample size, but the data are still interesting and seem, to me, that they’d hold true across a larger survey, too.
  • Battle going on and Google has a lot at stake
  • 1 billion users each: Google search, YouTube and Maps | Android/Chrome not far behind, G+
  • Over 65% with no big threat But that might be when something forces innovation
  • Hope song not stuck in your head. In addition to Google: 2016 Forrester: more $ Internet ads than TV more than half US retail spending influenced by the web . SEM and SEO will still account for almost 7x spend of social !!!!Image: People on sidelines will be toast
  • You also need to stop at Share content with media Links are the roadways of the web
  • Competition so fierce, weak will lose. Purple Cow by Seth Godin
  • 40%+ CTR Use on blogs and then on main site
  • Content #1 place to spend. Wage war on your customers top ten beefs using listening tools and keyword research Vary the content: Video, Infographics, Podcasts, Whitepapers, Blog Posts, Images etc Reddit, podcast alley, inforgaphic directories, instagram, pinterest, flickr, youtube, vimeo only if you have images/video/content
  • Snowball effect
  • And there are things you can do to be very proactive
  • Most linked to pages are from blog
  • If still on fence SEO: There were  1.2 trillion searches  on Google in 2012 No other media kit in world can claim that
  • For every 100
  • Adwords is why Google rich so safe despite less ROI and ads disappear the second you stop Pay double and low profit, ½ should be CRO vs fiddling with adgroups
  • Driving leads without Email follow up is wasting gas. 15 Mins or 14x less CR. Lead Nurturing Forrester stats, List is critical, Constant contact and HubSpot, marketo, eloqua, pardot
  • Google penalty
  • Email in this co, drives most traffic and highest CR so do more $4 per email
  • Don ’t be a leming either
  • Passion and energy as much as know how
  • Compare this to 1970 ’s TV!
  • The Web Marketing Road Trip

    1. 1. Snake Oil Salesman 2.0 Photo “dcmaster” on Flickr
    2. 2. In 18 years I have never been given a client’s traditional marketing plan! 1. Strategy Roadmap
    3. 3. Web Marketing On All Cylinders
    4. 4.
    5. 5. 2. Survey the Landscape Customer in driver’s seat; reviews affect ranks and conversions
    6. 6. Add Value or Be Blocked Out Madmen were about reach and being cute vs Madmen 2.0 are about engaging
    7. 7. 7B People Less than 30% on web! Mobile rules by 2014
    8. 8. Changes in Media “Interactive marketing will not be dominated by a single revolutionary channel. It will be driven by marketers who will leverage a distribution of channels rather than pour new spends into a single place. This perspective coupled with technology advances will lead to a customer-centric future in which interactive technologies actually infuse all marketing efforts.” Forrester Research
    9. 9. Strategy SEO Social Media Link Building Content Blogging PR Email Marketing Mobile PPC Analytics Conversion Optimization All cylinders must work together
    10. 10. Traffic Jam in SERPS Creates opportunity to have many billboards on the highway of Google
    11. 11. Core web presence – Plus “satellites”
    12. 12. 3. Pit Crew not “Webmaster” People hate “webmasters”/ mktg people for the wrong reasons; do too much not too little
    13. 13. 4. ShareVille: New data proves SEO and social part of the same zone Source: Eric Enge | + See Searchmetrics 2013 ranking factors
    14. 14. Link farms and Like farms Duanne Forrester of Bing says “Don’t be tempted to game it”
    15. 15. “SEO is now less and less about on- page optimization and more about social sharing and overall brand reputation online.” Moz On page optimization is still a prerequisite to ranking.
    16. 16. Social and SEO like bread and butter Social and branding enhances link signals for SEO
    17. 17. Ascend2 SEO/SMO Study 50% not succeeding at SEO — aren’t integrating social media at all.
    18. 18. Like vs +1 for SEO 1 billion users: Google search, YouTube and Maps | Android/Chrome not far behind, G+
    19. 19. Race to control the web by 2016 Not if but when: 2016 (in Feb), Searchmetrics study: Google to overtake Facebook!
    20. 20. Recently dodged an FTC anti-trust investigation for self-promotion via search
    21. 21. Surviving the 2016 Web Apocalypse
    22. 22. 5. Trustland: PR and Links Nobody builds major highways to a crappy store. What’s the hook? Blog? GBP
    23. 23. Be remarkable, boring is dangerous
    24. 24. G+ Author Rank / Thought leaders People / search engines / journalists follow authorities. Experts/authorities write.
    25. 25. 6. ContentFuel: for Social/SEO/Links/PR Video, Infographics, Podcasts, Whitepapers, Blog Posts, Images etc.
    26. 26. Content proportionate to leads 25 page sites have no hope in advanced SEO
    27. 27. Size and links + engagement Bank of America Pages of site indexed: 585,000 Links to website 452,000 Monthly visitors 25,528,998 Wells Fargo Pages of site indexed: 187,000 4,510 pages Monthly visitors 17,515,241
    28. 28. Competitive content analysis See our blog on how to do this
    29. 29. 7. Blogs: Likes tires are the foundation Link Tools: Ahrefs, Majestic SEO, Open Site Explorer
    30. 30. Blog benefits and common links 1. A blog is a link magnet 2. Having a writing presence / social engagement essential for guest post gigs 3. Golfetail example: 10k visitors to a new blog in six months 4. Many fishhooks in the water 5. Sites without fresh content fail to get return visits or Google love SEO Book Hub finder $500 a month. Who links commonly to competitors and why?
    31. 31. 1.2 trillion Google searches in 2012! #3 for Golf Clubs, 1.2M visitors in 6 months (Paid would have cost a fortune!)
    32. 32. Panda vs Penguin: Toll Booths Panda = Low Quality Penguin = Spam
    33. 33. 8. HalfwayPoint Resort: Conversions $92 to $1 spent converting yet 2% conversion rate, Schwans 43% CR!
    34. 34. 9. Paylandia: Paid ads offer stability PPC costs skyrocketing so master LP and QS (CRO + PPC synergy)
    35. 35. 10. FollowUp Village: Fuel Efficiency
    36. 36. 11. MobilePlanet: Out of this world 2014 more visits by mobile, than desktops, 3 seconds, responsive.
    37. 37. 12. ROI Campground: Traffic Sources 0 5,000 10,000 15,000 20,000 25,000 Email Organic Direct CPC Referral Text Link Banner 0.0% 0.2% 0.4% 0.6% 0.8% 1.0% 1.2% 1.4% 1.6% 1.8%Visits Ecommerce Conversion Get found, convert, analyze – Hubspot – last click, attribution Phone, forms, email signs ups, live chat, downloads
    38. 38. Conclusion
    39. 39. What’s Wrong with this Picture?
    40. 40. Try to kill two birds with one stone …Symbiotic way to get links, create efficiencies
    41. 41. SEO, Content and Social Media Brand buzz is now a required part of SEO Limited content, links, social = fail PPC, CRO and Usability If Quality Score bad, pay double or more If poor navigation, weak calls to action and low conversions it’s impossible to make PPC profitable Symbiotic Relationships
    42. 42. Takeaways 1. Create an internet marketing strategy doc 2. All tactics feed on each other 3. Content strategy is #1 priority 4. Conversion testing vs. guessing 5. Get serious about tracking ROI 6. Don’t put all your eggs in one basket
    43. 43. You are the sparkplug! PagePage
    44. 44. Tools and Resources / (Free) 7.Link tools: Ahrefs, Majestic SEO, Open Site Explorer 8.SEO Book 9.Moz 10. HubSpot
    45. 45. Our Seminar Series November 6, 2013 Burlington Marriott
    46. 46. Download:
    47. 47. Stats: There were 1.2 trillion searches on Google in 2012! Google + is the second largest social network with 500 million members Google + button used 5 Billion times per day 3.2 billion Likes and comments posted Facebook per day 20% of the webs page views take place on Facebook 800 million Facebook status updates per day More than 250 million Tweets per day YouTube is the second largest search engine 500 years of YouTube videos are watched on Facebook per day 700 YouTube videos shared on Twitter per minute Over 4 billion hours of video watched each month on YouTube 40 million photos are uploaded to Instagram 28 photos uploaded per second on Flickr Of 20 billion searches in April, Google led with 13.3 billion, Bing at 3.5 billion, Yahoo at 2.4 billion, Ask at 539 million, and AOL with 290 million. 90% of companies with 100 + employees use social media 83% use Facebook, 53% use Twitter 56% of web users share original or curated content Compare this to 1970’s TV! (Channels 2,4,5,7,9,11 & 13-plus UHF)