INTRODUCTIONHow It Got Started• It seemed like a good idea…• Built out the Internal Marketing Dept. 2006 - 2009• Clients started to inquire• Great added value service• Hired great people• Launched Marketing Services Group in February 2009 11/14/2012 2
AGENDA• Website Design• Search Engine Optimization• Paid Search• Email Marketing• Mobile• Social Media
OVERVIEWInbound Marketing: The Basics• Creating content that your clients/prospects will seek out rather than pushing your message onto them• Content that your clients highly value• Make your firm and your content easy to find• Can work harder and longer than outbound marketing• Less hard costs• Trackable and detailed ROI
WEBSITE GOALSWhat Are The Marketing Goals and Objectives Of Your Website?• Establish a web presence/credibility?• Promote your brand?• Act as a resource to your customers?• Generate leads for your business?• Sell your product online?
WEBSITE GOALSGOAL: Establish a Web Presence/Credibility• People are Googling your company• What do they find when they get to your website? First impression Establishing a web presence allows you to control this message• Can be done at a relatively low cost using a template layout• Functions as a “cyber-brochure”
WEBSITE GOALSGOAL: Establish a Web Presence/Credibility• Basic overview information• No call to actions• No interaction• No resource information• No lead generation or tracking
WEBSITE GOALSGOAL: Promote Your Brand• First interaction with your brand A branded website allows you to control the look and feel that your clients and prospects encounter• Allows you to differentiate their web experience from your competitors’• Likely to require custom design and coding
WEBSITE GOALSGOAL: Act as a Resource• Clients and prospects are looking for answers to their questions online Can you be the answer?• Become visible in search engines for questions your clients are asking• Have visitors return to your site over and over• Requires a significant time investment to create content
WEBSITE GOALSGOAL: Act as a Resource• 16% of Google searches are performed for the first time
WEBSITE GOALSGOAL: Generate Leads For Your Business• Attracting hundreds or thousands of visitors is great, but do you know how to get in touch with them? Collect lead details by using offers• Create relevant content that your visitors find valuable, and they will give you contact information in exchange.• Time must be invested to create content that your visitors will value highly.
WEBSITE GOALSGOAL: Generate Leads For Your Business
WEBSITE GOALSGOAL: Generate Leads For Your Business
WEBSITE GOALSGOAL: Sell Your Product Online• Whether you are selling products direct, or driving customers to distributors, you want to make it easy to buy your product.• Popular options include PayPal or Google Checkout• These third-party services charge a fee per-transaction
WEBSITE TRACKINGHow Are You Measuring the Success of Your Website?• Number of visitors?• Search visibility?• Quality of visitors?• Number of leads?• Number of sales?
WEBSITE TRACKINGGoogle Analytics• In order to start tracking, you need an analytics program• Google Analytics is free and easy to use• http://www.google.com/analytics/• Install tracking code and you can be up and running in minutes
LEAD GENERATIONOnline Lead Generation Tactics• Contact form• Request A Quote• Ask an Expert• Mailing list• “Premium” download• Webinar/event
LEAD GENERATIONContact Form• Base model• Requires almost no effort from site owner• Low lead generation
LEAD GENERATIONRequest a Quote• Gather data sales team needs to qualify prospect
LEAD GENERATIONAsk an Expert• Answer direct questions from customers• Requires technical expertise & monitoring• Timely response• Dedicated• Provides direct interaction with your prospects and customers• Positions you as Industry expert/leader/authority in your market
LEAD GENERATIONMailing List• Sign up for information• Typically a e-newsletter• Need to create and provide information• Dedication (i.e., quarterly, monthly weekly, etc.)
LEAD GENERATIONLead Follow-Up• Someone MUST own this• Create process and follow it• Personal contact E-mail, phone call, add to e-newsletter, invite to event, etc.• Add to marketing communications (i.e., e-newsletter, e-blasts, etc.)• Keep-in-touch program
WEBSITE SUMMARY• Goals and Objectives• Tracking• Leads• Questions?
PAID VS. ORGANICDoes Anyone Click On Paid?• Depends on the searchSurvey Released in August 2012:• 1.4 billion searches conducted by 28 million UK citizens in June 2011• Overall 94% for organic to 6% for paid• However…
AD CREATIONAd Creation• Create Ad Groups for different target audiences/objectives• Create multiple variations within each Ad Group• Make sure each ad leads to a landing page• Test ad variations to see which performs the best
PAID SEARCH SUMMARYKeyword Research and Selection• Keyword Research• Budget• Ad Creation• Measurement & Management• Questions?
EMAIL• List Building• Email Service Providers• Content• Measurement
LIST BUILDINGNever Purchase An Email List• Build organically through clients and contacts• Develop process for adding new contacts to the list• Promote signup in email signature, on website, social media, etc.