TechAmerica :: How to Develop an Effective Online Marketing Strategy


Published on

Published in: Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

TechAmerica :: How to Develop an Effective Online Marketing Strategy

  1. 1. How to Develop a Successful Online Marketing Strategy presented by parallel interactive communications 20 may 2010
  2. 2. 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
  3. 3. 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
  4. 4. evolution of online marketing
  5. 5. the marketing pyramid Core Dynamic • Corporate website • Innovative content • eNewsletter highlighting unique • SEO DYNAMIC research, industry • Online advertising surveys, new Interactive technology • Basic social media INTERACTIVE • Advanced social media • Custom websites • Fully integrated, multi- channel 360 degree • Smart phone applications marketing initiatives • eCommerce CORE • Advanced online advertising • Advanced SEO
  6. 6. 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
  7. 7. 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
  8. 8. inspiration :: three very cool websites CNN Getty Images Chipotle
  9. 9. 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?
  10. 10. 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
  11. 11. eNewsletter Samples
  12. 12. SEO do & don’ts :: the basics Excerpts from “Search Engine Optimization (SEO) Do’s and Don’ts, by Colin Greig Full article available on 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.
  13. 13. 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.
  14. 14. 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”.
  15. 15. 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 (blog, twitter, Facebook, myspace, Linkedin)* Custom websites (mobile, micro-site) Smart phone applications (iPhone, Blackberry, Droid) eCommerce Advanced online advertising Advanced SEO
  16. 16. 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
  17. 17. 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 • Q1 2010 13,421 unique visitors (+46%) 17,916 total visitors (+12.7%) 92,108 page views (+140%) • Currently main communication • BIA is building on eNewsletter and blog success; launching integrated 360 initiative early 2010 to complete migration to online-only communications
  18. 18. 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 • April 2010 4,588 unique visitors 8,814 total visitors 14,201 page views • Blog will be centerpiece of thought leadership campaign; tightly integrated into cohesive 360 marketing initiative
  19. 19. top 10 social networking sites
  20. 20. facebook :: the numbers • 5,000,000,000 :: The number of minutes spent on Facebook each month • 25,000,000,000 :: The amount of content (web links, news stories, blog posts, notes, photos, etc.) shared each month on Facebook • If Facebook were a country, it would be the 4th most populated in the world, just ahead of Indonesia
  21. 21. 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 the tech market
  22. 22. 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
  23. 23. 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
  24. 24. twitter :: the stats • 300 :: The number of followers of an average twitter account today; in July 2009 it was 70 • 173 :: The number of people an average account follows; in July 2009, it was 47 • 35,000,000 :: The average number of tweets per day on; up 1400% from 2009
  25. 25. twitter :: how do you compare Name Rating Ranking Followers Following Updates Target 99.8/100 7,721/ 19,106 40 416 6,988,574 Oprah 100/100 5,043/ 3,551,108 194 117 5,460,974
  26. 26. twitter :: how do you compare Name Rating Ranking Followers Following Updates Todd Gloria 96.2/100 264,861/ 792 399 679 6,988,763 Tipton 93/100 473,793/ 701 1,125 18 Honda 6,988,763
  27. 27. 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 • (browser tool to shorten your tweet urls) • (how you are doing? re: everyone else) All resources posted on
  28. 28. linkedin :: the stats • 65,000,000 :: The number of LinkedIn members • 200 :: The number of countries and territories in which LinkedIn members are found • 50% :: 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
  29. 29. 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
  30. 30. linkedin :: resources • “Create an Effective Marketing Plan: The 3 Minute Marketing Association” by Kristen Luke • “Linkedin: 22 Ways to Dominate” • “Communication in the Digital Age: It’s All About Socializing, Sharing and Creating” by Marco Derksen All resources posted on
  31. 31. namechk :: social media tip • • 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
  32. 32. 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*
  33. 33. 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.
  34. 34. why thought leadership? Excerpt from “Why Thought Leadership Is Your Most Valuable Asset”, by Jon MIller Full article available on • 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 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
  35. 35. 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.)
  36. 36. thought leadership :: bell rock growers
  37. 37. eBook must read :: viral marketing
  38. 38. 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 New articles posted each week Sign up for twitter to be notified – parallelic Blog Editorial Calendar • June 2010 – Social Media :: Tips & Tricks • July 2010 – eNewsletters :: What Works • August 2010 – Thought Leadership :: eBooks
  39. 39. contact parallel interactive • Parallel Interactive Communications • Corporate site :: • Blog :: Parallel Insight :: • Steve Saars • Chief Marketing Strategist • 619.507.8278 • • • Lisa Marie Shaul • Partner, Client Services • 619.894.2333 • •