How to Develop a Successful Online
Marketing Strategy
presented by
parallel interactive communications
and the building industry association of san diego
28 october 2009

goals for today
• Self-evaluation :: What am I doing now? How well?
• Evolution of online marketing
• The marketing pyramid
 Level 1 :: Core (the basics)
 Level 2 :: Interactive (social media)
 Level 3 :: Dynamic (thought leadership)
• The basics + social media + thought leadership = 360 degrees of
success
• Questions and answers

expectations for today
• Ask questions … everyone learns that way
• No one has all the answers … success is knowing where to find them
• Social media is a marathon not a sprint … pace yourself
• Commit to learning something new today … and every day going
forward
• Technology is only scary if you make it scary ... so don’t
• Don’t reinvent the wheel if you don’t have to … learn from others’
mistakes and success

evolution of online marketing

the marketing pyramid
Core Dynamic
• Corporate website • Innovative content
• eNewsletter
DYNAMI
highlighting unique
• SEO research, industry
surveys, new
• Online advertising technology
Interactive • Advanced social media
• INTERACTIV
Basic social media • Fully integrated, multi-
• Custom websites channel 360 degree
• Smart phone applications marketing initiatives
• eCommerce CORE
• Advanced online advertising
• Advanced SEO

the marketing pyramid :: core
• Purpose(s)
 Establish core online presence
 Satisfy due diligence requirements of target audiences
 Create periodic touch points with target audiences
• Information: static
• Resources: minimal to moderate
• Components
 Corporate website*
 eNewsletter*
 SEO (search engine optimization)*
 Online advertising

website :: the basics
Site Analysis :: Your Site vs. Top 5 Competitors
• Homepage
 Dynamic with movement, clear directives, focused
• Navigation
 Hierarchical, defined by audience, easy to use
• Content
 Clear, concise, tiered, SEO friendly, definitive call to action
• Design
 Consistent with brand, value added visuals, interactive elements, alternate
learning paths
• Analytics
 Tied to audience and call to action, measurable conversions

inspiration :: three very cool websites
CNN Getty Images Chipotle

website :: the basics
• Other Questions
 Do you have measures of success defined?
• What are the conversion paths?
 Do you have an online calendar?
 Who is the editor of your website?
• Who manages content creep, voice/tone, consistency of content
depth and adherence to core messaging?
 Who manages the update cycle?
• Is it timely? Is it systematic or random?
 How often do you review your website statistics?

eNewsletter :: the basics
• Questions to Ask
 Quality of your email list
 Consistency of eNewsletters (design, content, technical issues)
 Frequency of eNewsletters
 Tracking between online initiatives for bumps in online traffic
 ROI measures
• Levels of eMail Services
 ConstantContact
 GoDaddy
 VerticalResponse, BlueHornet

eNewsletter Samples

SEO do & don’ts :: the basics
Excerpts from “Search Engine Optimization (SEO) Do’s and Don’ts, by Colin Greig
Full article available on blog.parallelic.com
DO evaluate your competition thoroughly. What keyword statements are they targeting;
how well are they ranking?
DO create a thorough keyword strategy that is well researched for your market position,
domain expertise and target audience. Include in your keyword strategy long-tail
keyword phrases to be used in the various website tags as well as website copy.
DON’T stuff your content with too many keywords to trick the spider into increasing your
ranking. It can get you penalized and removed entirely from the search engines!
DON’T focus on the keywords you associate with your business. Consult with an expert or
speak with your customers. What keywords would *they* search for if they were
looking for a solution to their businesses problems?
DON’T rip off and duplicate someone else’s content. Search engines keep a history of
website content and if they detect another site’s copy on your website, they will
dismiss your webpage with their “duplicate content filter”, preventing it from ranking.

SEO do & don’ts :: the basics
DON’T try to squeeze your entire website onto a handful of pages. The more pages on
your website, the more opportunity for your to keyword optimize and rank.
DON’T over-optimize your content, turning your site into mucky keyword spam. This will
increase your bounce rate and reduce your lead generation capability.
DO write professional copy with the goal of converting website visitors into prospects.
DO write a professional, keyword rich META-DESCRIPTION for each of your pages.
DO use your keyword statements in the header tags on each webpage. (H1,H2,H3,H4,H5
and H6)
DO add image “ALT” attributes to all of your images. Write what the image is about and
include a keyword or two.

SEO do & don’ts :: the basics
DO use keywords in the ANCHOR TEXT of links within your website.
DO submit your website to industry specific, quality directories.
DO submit your blog & RSS feed to blog directories.
DO write articles for authoritative websites within your industry in exchange for a link
back to your website.
DO submit your press releases to PRWEB.
DO make use of the viral effects from social news and networking sites by submitting and
voting for your content.
DON’T point all of your links to your homepage. Request they point to particular pages &
sections within your website to boost the ranking ability of those particular pages as
well as increase your “deep link ratio”.

the marketing pyramid :: interactive
• Purpose(s)
 Leverage core online presence
 Generate high quality leads and/or strong revenue stream
 Build brand recognition with two-way communication with target audiences
• Information: interactive
• Resources: moderate to high
• Components
 Basic social media (twitter, Facebook, myspace, Linkedin)*
 Custom websites (mobile, micro-site)
 Smart phone applications (iPhone, Blackberry, Android Google)
 eCommerce
 Advanced online advertising
 Advanced SEO

blogs :: the stats
• 55% more website
visitors for companies
that blog
• 97% more inbound
links for companies
that blog
• 434% more indexed
pages for companies
that blog

blog :: bia san diego
• Builds a two-way communication channel between BIA staff and members
• (+ website) Blog is most cost
effective way to communicate to
members; ‘green’; solved problem
of discontinued print publications
• Exponential growth since April
• Currently main communication
• BIA is building on eNewsletter
and blog success; launching
integrated 360 initiative
early 2010 to complete migration
to online-only communications

blog :: parallel insight
• Builds two-way communication channel with current and potential clients
• Goal is to distill avalanche
of online marketing articles
(blogs, tweets, seminars, etc.)
into digestible, valuable
information for clients
• Soft launch 9.1.09;
official launch 01.01.10
• Blog will be centerpiece of
thought leadership campaign
(Linkedin, twitter, Facebook);
tightly integrated into
cohesive 360 marketing initiative

top 10 social networking sites

facebook :: the numbers
• 5,000,000,000 :: The number of minutes spent on Facebook each
day
• 1,000,000,000 :: The amount of content (web links, news stories,
blog posts, notes, photos, etc.) - shared each week on Facebook
• If Facebook were a country, it would be the 8th most populated in
the world, just ahead of Japan

facebook :: honda usa
• Innovative campaign leveraging social media
as leading tool
• Commercials direct consumer straight to
Facebook page
• Corporate site flash also does
• Interactive video used to create movement +
real life testimonials; creates fun ‘game-like’
iphone app; very effective
• Huge response; using advocates of the
product ‘proven’ to sell their high quality
product
• Could easily translate to home building
community

facebook :: audi usa
• Audi keeps marketing and social
websites entirely separate from one
another
• Corporate site :: sells cars
• Facebook ::
 Shows video for ‘feel’
 Asks fans market data questions
via poll and survey
 Contains forums for two way
communication

facebook :: resources
• “How to use Facebook for Business” by Hubspot
 Step-by-step setup instructions
 How to promote your Facebook page
 Facebook groups vs. Facebook pages
 Advertising on Facebook
• All resources posted on blog.parallelic.com

twitter :: the stats
• 1382% :: The monthly growth rate of twitter users from January -
February 2009
• 3,000,000 :: The average number of tweets per day on
twitter.com
• Visiting social sites is now the 4th most popular online activity –
ahead of personal email

twitter :: how do you compare
Name Rating Ranking Followers Following Updates
Target 98.1/100 103,282/ 1,440 19 0
5,460,974
Oprah 99.2/100 41.019/ 2,488,189 17 74
5,460,974

twitter :: how do you compare
Name Rating Ranking Followers Following Updates
Todd Gloria 95.3/100 194/ 429 272 246
5,460,974
Tipton Honda 90/100 530/ 577 1,172 17
5,460,974

twitter :: resources
• “How to use twitter for Business : A Beginner’s Guide” by Hubspot
 How to set up an account
 How to follow/be followed
 twitter for marketing
 twitter for public relations
• http://bit.ly (browser tool to shorten your tweet urls)
• http://twitter.grader.com (how you are doing? re: everyone else)
• All resources posted on blog.parallelic.com

linkedin :: the stats
• 50,000,000 :: The number of LinkedIn members
• 200 :: The number of countries and territories in which LinkedIn
members are found
• 66% :: The percentage of Linkedin members who are decision
makers or have influence in the purchase decisions at their
companies
• Executives from all Fortune 500 companies are Linkedin members

linkedin :: wealth management marketing
• Great example of layered use of
Linkedin
 Blog
 Corporate website
 Facebook page
 twitter
 Webinar
• True thought leadership:
social media for financial industry
• Shows knowledge by implementation
of best practices

linkedin :: resources
• “Create an Effective Marketing Plan: The 3 Minute Marketing Association”
by Kristen Luke
http://www.viddler.com/explore/kristenluke/videos/7/24.991/
• “Linkedin: 22 Ways to Dominate”
http://www.slideshare.net/jaybaer/linkedin-22-ways-to-dominate
• “Communication in the Digital Age: It’s All About Socializing, Sharing and
Creating” by Marco Derksen
http://www.slideshare.net/marketingfacts/linked-1146960
• All resources posted on blog.parallelic.com

namechk :: social media tip
• www.namechk.com
• Check most social media sites
for your preferred name
• Get a brief description about
the participating social media
sites
• Go directly to the site and
register to protect your name
• All resources posted on
blog.parallelic.com

the marketing pyramid :: dynamic
• Purpose(s)
 Leverage core online presence and interactive initiatives
 Establish brand and/or company executives as thought leaders
 Leverage thought leadership achievements to enrich and solidify two-
way communication with customers
• Information: dynamic and interactive
• Resources: high
• Components
 Innovative content highlighting unique research, industry surveys, new
technology (eBooks, webinars, podcasts)*
 Advanced social media (twitter, Facebook, Linkedin, YouTube)
 Fully integrated, multi-channel 360 marketing initiatives*

thought leadership :: definition
Thought leader is a buzzword or article of jargon used to describe a futurist
or person recognized among peers and mentors for innovative ideas
who demonstrates the confidence to promote or share those ideas as
actionable distilled insights (thinklets).
Thought leadership is an increasingly vital driver of business success.
The term was first coined in 1994, by Joel Kurtzman, editor-in-chief
of the magazine, Strategy & Business. The term was used
to designate interview subjects for that magazine
who had contributed new thoughts to business.

why thought leadership?
Excerpt from “Why Thought Leadership Is Your Most Valuable Asset”, by Jon MIller
Full article available on blog.parallelic.com
• Thought leadership is one of the most valuable assets your brand can attain
• Thought leadership can help develop deeper relationships with your
customers by engaging them in non-sales, industry-relevant conversations
• Thought leadership can establish you and your firm as the ‘go-to’ source for
research, insight and interpretation of the latest news and trends
• Thought leadership can build trust among prospective customers so when
they do buy, they will want to purchase from the ‘leader’ in the industry

thought leadership :: how to make it work
• Have a plan that integrates all three levels of the marketing pyramid
– core, interactive and dynamic
• Be committed and consistent in your efforts
• Develop unique content
 Create original research on emerging industry topics
 Provide valuable insight and analysis on topical industry topics
 Be a solution to specific problems
• Maximize the impact of your work by utilizing the power of online
tools (blogs, eBooks, webinars, eNewsletters, twitter, Linkedin, etc.)

thought leadership :: bell rock growers

eBook must read :: viral marketing

additional resources
• “22 Tools for Social Media” (with examples) by Pet Kim
• “10 WordPress Blog Plug-ins to Promote Your Social Media Profiles”
by Selena M Bowlby
• “5 Advanced Social Media Strategies for Small Businesses” by Samir
Balwani
• All articles are available on blog.parallelic.com
 New articles posted each week
 Sign up for twitter to be notified – parallelic
 Blog Editorial Calendar
• November 2009 – Social Media :: Tips & Tricks
• December 2009 – eNewsletters :: What Works
• January 2010 – Thought Leadership :: eBooks

contact parallel interactive
Parallel Interactive Communications
Corporate site :: www.parallelic.com
Blog :: Parallel Insight :: http://blog.parallelic.com
Steve Saars
Partner, Chief Marketing Strategist
619.507.8278
ssaars@parallelic.com
http://www.linkedin.com/in/stevesaars
Lisa Marie Shaul
Partner, Client Services
619.894.2333
lshaul@parallelic.com
http://www.linkedin.com/in/lmshaul