An integrated Strategy
for Online Marketing:
Search & Email.
Contact Information:
Chris Baggott
Email: chris@compendiumsoftware.com
317-345-3099
Google – Chris Baggott

Core Marketing Philosophy:
“Some people try to find things in this game that
don't exist but football is only two things - blocking
and tackling.”
Vince Lombardi

Two Stages to All Relationships:
1. Acquisition
2. Retention

Search is the Acquisition Tool
44% of all web visits begin with a search
37% of people type a URL directly into the
search box
“…..they (search engines) ultimately want
to be your access point for anything
connected to the Web.
Sean Silverthorne
Harvard Business Review

Pubic Relations
VS.

Average Click Rates:
74.5% organic results
25.5% PPC
Total $ spent on Search:
$5.5 bbl on PPC
$660 mm on organic

In Forrester’s interviews, the most frequently mentioned
benefits of blogging were: greater
brand
visibility in mainstream media, on
the Web, and word of mouth;
improved brand perception;
instantaneous consumer feedback;
increased sales efficiency; and
fewer customer service-driven PR
blowups.

Why Blogging works for SEO
• Keywords
• Titles
• Recent Content
• Lots of Content
• Links both out and inbound
Relevance = Satisfaction

Know your keywords!

Taking the Relationship to the Next Level
1. Conversion
2. Retention

Pop Quiz:
Why do relationships fail?

Why is listening so important?

Why is listening so important?
Can you hear me
NOW!
So you can respond appropriately

There only three ways to listen and respond appropriately:

There only three ways to listen and respond appropriately:

Email is the greatest marketing tool
of all time
1. Easy
2. Driven by Data
3. Interactive
4. Cheap

“CRM is reemerging as a basic business enabler
for revenue acceleration and retention
management. . . and email is the core enabling
technology.”
“Email is the Engine that Drives Relationships”
Source: Forrester Research, Inc.The Top Marketing
Technologies…

Talk to people like you know them
•Visited with 3 girlfriends
Group
•Cold & Rained
•Former Customers
•Trying to decide if
he should take
family to beach or
rafting
•Leads Youth Group
•Visited 5 times

Relevance
Personalization

Relevance
Personalization –
More Attributes

Relevance
Dynamic Content

Simple Relationship Building:

Jupiter Report
The ROI of Relevance
David Daniels

Email Deliverability

Top Reasons Emails Are Filtered:
• Recipient Complaints!!!
• Poor or Insufficient Permission
• Content, Volume or List Quality
Filtering (spam traps)
• Email Format, Faulty HTML
• IP Address and Domain
Blacklisting
• Lack of ISP Compliance

Perception.
Your email practices are the single
most important factor in determining if
your email will be delivered.
•To Whom do you email?
• What do you email?
•When do you email?
•Why are you sending this to me?
The answers to these questions will
help determine the kind of reputation
and the success you will have as a
marketer.

Back to Relationships……

VS.

VS.

VS.

Contact Information:
Chris Baggott
Email: chris@exacttarget.com
317-423-3928
Google – Chris Baggott