Website vs. Web Presence: Are You Reaching Customers Everywhere You Can?
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Website vs. Web Presence: Are You Reaching Customers Everywhere You Can?

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Originally presented to the Austin Online Marketing Club on November 27, 2012, this presentation reviews a larger framework for how to approach overall content marketing in an integrated fashion. For ...

Originally presented to the Austin Online Marketing Club on November 27, 2012, this presentation reviews a larger framework for how to approach overall content marketing in an integrated fashion. For more content from Tommy Landry and Return On Now, refer to the blog at http://ReturnOnNow.com/blog/

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Website vs. Web Presence: Are You Reaching Customers Everywhere You Can? Website vs. Web Presence: Are You Reaching Customers Everywhere You Can? Presentation Transcript

  • Web Presence vs. Website Are You Reaching Customers Everywhere You Can? Tommy P. Landry, Return On Now
  • My Background • 22 Years Marketing – 17 online, 13 SEO, 8 SEM – Started Out Marketing / Managing Bands – IT Marketing: AMD, SolarWinds, Pervasive, Winternals, A nue Systems – Other: SensorTran, Guiltless Gourmet – Co-Founder: Tsuna, RotoExperts, TFS • MBA, Information Management & Marketing11/29/2012 ©2012, Return On Now. All Rights Reserved. 2
  • What I’m Doing Now• Now: President, Return On Now – Increase Web Visibility and Lead Flow • Search Engine Optimization • Search Engine Marketing / Pay Per Click • Social Media • Content Marketing & Messaging • Online Reputation Management • Training and Coaching – Virtual Team for Execution11/29/2012 ©2012, Return On Now. All Rights Reserved. 3
  • This Stuff Works• June – November 2012• Results – Alexa Score from 2.2M to 435K – Tripled Traffic – SEO step up every ~60 days • Both Traffic and Ranks• Authorship Acceptance11/29/2012 ©2012, Return On Now. All Rights Reserved. 4
  • Key to Success?11/29/2012 ©2012, Return On Now. All Rights Reserved. 5
  • Case Study11/29/2012 ©2012, Return On Now. All Rights Reserved. 6
  • Case Study: Growing Startup• Employees – 40 in December 2008 – >200 in April 2012• Focus on VERY Niche Audiences – IT Test Labs and Network Engineers11/29/2012 ©2012, Return On Now. All Rights Reserved. 7
  • Case Study: Growing Startup• December 2008 – Old School Push Marketing • Static Brochureware Website • No Blog, Contributed Articles, or Content Placement • No Inbound Marketing or SEO – Minimal Budget – Search Traffic • Mostly PPC: 2,868 • Struggled in Organic: 869 • No Social Media Traffic • Email Marketing?11/29/2012 ©2012, Return On Now. All Rights Reserved. 8
  • Case Study: Growing Startup• January 2010 – Social and Content Marketing Program • Launched a blog and social networking campaign • Aggressive pursuit of content opportunities – Change in Traffic • Less Focus on PPC: 2,357 • Better in Organic: 1,636 • Social Gains Traction: 221 • Increase in Backlink Pace – Still Minimal Budget11/29/2012 ©2012, Return On Now. All Rights Reserved. 9
  • Case Study: Growing Startup• April 2012 – Consistent Execution Over Time • Focus on Consistent, SEO’d Content and Social • Website Overhaul March, 2011 (SEO, Social, UX) • Relaunch and Repackaging of the Blog – GREAT Traffic Mix • Minimized PPC: 1,229 • Rocking in Organic: 4,323 • Social Grows: 474 • Expanding Inventory of Links11/29/2012 ©2012, Return On Now. All Rights Reserved. 10
  • Buyer’s Journey: Old Linear Model SOURCE: http://blog.alinean.com/2011/05/optimize-content-marketing-by.html11/29/2012 ©2012, Return On Now. All Rights Reserved. 11
  • Buyer’s Journey: No Longer Linear SOURCE: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey11/29/2012 ©2012, Return On Now. All Rights Reserved. 12
  • Pillars of Web Presence User Branding SEO Relationships Experience FOUNDATION: Content11/29/2012 ©2012, Return On Now. All Rights Reserved. 13
  • Web Presence Done RIGHT • Right Content and Format • Right Place and Time • Right Prospect • Right CTA • Right Follow Up11/29/2012 ©2012, Return On Now. All Rights Reserved. 14
  • Rapid Content Expansion Secret Sauce: Meta Content “Content about Content” Repackaged Content11/29/2012 ©2012, Return On Now. All Rights Reserved. 15
  • How Meta Content Works11/29/2012 ©2012, Return On Now. All Rights Reserved. 16
  • Web Presence: Lead GenDecision Points1. What We Do2. Who Buys It3. Where We Can Find Them4. What Grabs Their Interest5. How To Get Them To Our Website6. How To Opt Them In7. How To Encourage Them To Buy11/29/2012 ©2012, Return On Now. All Rights Reserved. 17
  • Website Presence: ContentMarketing 3. Promotion & 4. Content Online Visibility About Content 2. Buyer 5. Core Content Personas 1. Product or 6. Conversion Service 7. Purchase!11/29/2012 ©2012, Return On Now. All Rights Reserved. 18
  • Content Marketing Matrix BuyersProduct Persona Topic CTA Conversion NEXT STEPS Journey Stage Discovery Newsletter Opt In Add to long-term list Bob Watkins, CxO Consideration White Paper Download Add to Drip Marketing Decision Custom Quote Tool Direct Sales Contact Discovery Newsletter Opt In Add to long-term list Sally Salesperson,Widget #1 Consideration White Paper Download Add to Drip Marketing User Decision Custom Quote Tool Direct Sales Contact Discovery Newsletter Opt In Add to long-term list Joe Dev, Consideration White Paper Download Add to Drip Marketing Implementer Decision Custom Quote Tool Direct Sales Contact Discovery Newsletter Opt In Add to long-term list Bridget Smith, Consideration White Paper Download Add to Drip Marketing Soccer Mom Decision Custom Quote Tool Direct Sales Contact Discovery Newsletter Opt In Add to long-term list Mark Wallace,Widget #2 Consideration White Paper Download Add to Drip Marketing Dedicated Dad Decision Custom Quote Tool Direct Sales Contact Discovery Newsletter Opt In Add to long-term list Ed & Sylvia Platt, Consideration White Paper Download Add to Drip Marketing Grandparents Decision Custom Quote Tool Direct Sales Contact11/29/2012 ©2012, Return On Now. All Rights Reserved. 19
  • Where THEY Can Find US! Multimedia Social Sites Links from Networks Location- Other Sites Based Services Online Reviews Online PR Online Advertising Daily Deals Services Search Engines Social Bookmarks Local Directories11/29/2012 ©2012, Return On Now. All Rights Reserved. 20
  • Looking Forward: AuthorAuthority SOURCE: SEOmoz Blog11/29/2012 ©2012, Return On Now. All Rights Reserved. 21
  • A Whole New Variable for SEORanking SOURCE: SEOmoz Blog11/29/2012 ©2012, Return On Now. All Rights Reserved. 22
  • Author Authority The Key to Social SEO11/29/2012 ©2012, Return On Now. All Rights Reserved. 23
  • Thank you! Questions? Connect with me: Tommy P. Landry, President Return On Now http://ReturnOnNow.com tommy@returnonnow.com Twitter: @tommy_landry11/29/2012 ©2012, Return On Now. All Rights Reserved. 24