The Executive’s Guide to a Cohesive Internet Marketing Strategy William Craig, WebpageFX Follow along in the back : http:/...
AGENDA Introduction Road Map Your Status Tactics Building Plan 4 3 2 1 5
WILLIAM CRAIG President, WebpageFX <ul><li>Industry Veteran: </li></ul><ul><li>11 years as internet marketer </li></ul><ul...
WHERE WE WANT TO GO!
PRELIMINARY GOALS <ul><li>3 MONTHS: </li></ul><ul><li>•  20% lead increase </li></ul><ul><li>•  10% cost increase </li></u...
CURRENT STRENGTHS  & WEAKNESSES <ul><li>Industry Strengths </li></ul><ul><li>•  Age of website </li></ul><ul><li>•  Number...
COMPETITIVE ANALYSIS Tools:  attentionmeter.com & webpagefx.com/seo-tools/spiderfx/ ✓ ✓ ✓ -  Link Building ✓ ✓ ✓ ✓ -  Sear...
STAKEHOLDERS  & TARGET MARKET <ul><li>Consumer Market </li></ul><ul><li>•  Age </li></ul><ul><li>•  Income </li></ul><ul><...
TACTIC: ORGANIC SEO
TACTIC: ORGANIC SEO <ul><li>Advantages </li></ul><ul><li>•  High ROI </li></ul><ul><li>•  Low traffic cost </li></ul><ul><...
ORGANIC SEARCH: Things to Consider Chart by SEOmoz
ORGANIC SEARCH: Click Through Rates Chart by seobook.com
UNIVERSAL SEARCH <ul><li>Maps Pro: </li></ul><ul><li>Perfect for local </li></ul><ul><li>Maps Con:   </li></ul><ul><li>Req...
TACTIC: PAID SEARCH
TACTIC: PAID SEARCH <ul><li>Advantages </li></ul><ul><li>•  Fast traffic & leads </li></ul><ul><li>•  Geo-targeting </li><...
TACTIC: SOCIAL MEDIA <ul><li>To Download: </li></ul><ul><li>http://www.cmo.com/social-media/cmos-guide-social-media-landsc...
TACTIC: SOCIAL MEDIA <ul><li>Advantages </li></ul><ul><li>•  Customer communication </li></ul><ul><li>•  Brand exposure </...
TACTIC: SOCIAL MEDIA
TACTIC: EMAIL MARKETING
TACTIC: EMAIL MARKETING <ul><li>Advantages </li></ul><ul><li>•  Versatility </li></ul><ul><li>•  Quality list, quality ROI...
TACTIC: EMAIL MARKETING Graphic by bluefountainmedia.com
TACTIC: CRO Graphic by kaushik.net
TACTIC: CRO <ul><li>Advantages </li></ul><ul><li>•  If traffic, very high ROI </li></ul><ul><li>•  Lower cost than traffic...
TACTIC: IMPROVED WEBSITE <ul><li>“ People evaluate TV news and politicians </li></ul><ul><li>in the same way: presentation...
TACTIC: IMPROVED WEBSITE <ul><li>New </li></ul>Old
OTHER TACTICS - HANDOUTS <ul><li>Coupon Marketing </li></ul><ul><li>Reputation Management </li></ul><ul><li>Website Call T...
OTHER TACTICS - CUSTOM
HISTORICAL PERFORMANCE Chart by kaushik.net
INTERACTIVE CHANNEL GROWTH
ESTIMATED EFFECTIVENESS OPINION Chart by SEOmoz
TACTIC: ALLOCATIONS <ul><li>eCommerce </li></ul><ul><li>PPC  33% </li></ul><ul><li>SEO w/links  25% </li></ul><ul><li>Soci...
TACTIC: ALLOCATIONS <ul><li>Brand/Awareness </li></ul><ul><li>SEO 14% </li></ul><ul><li>PPC 14% </li></ul><ul><li>Social 1...
STRATEGY & BUDGET ALLOCATION <ul><li>eCommerce Campaign </li></ul>M Monthly Marketing Budget
STRATEGY & BUDGET ALLOCATION <ul><li>Branding / Awareness Campaign </li></ul>Monthly Marketing Budget
NUMBERS RULE! BE AGILE!
VISIT OUR BOOTH! <ul><li>FREE  website keyword scorecard: </li></ul><ul><li>http://www.webpagefx.com/seo-tools/spiderfx/ <...
CLOSING <ul><li>Questions? </li></ul>William Craig - President, WebpageFX, Inc. [email_address] Office: 717-609-0362
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The Executive’s Guide to a Cohesive Internet Marketing Strategy

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“The Executive's Guide to a Cohesive Internet Marketing Strategy” by William Craig, President, WebpageFX
Learn how to unite search engine optimization, pay-per-click, email, conversion optimization and social media into one synergistic marketing plan with a value greater than the sum of its parts.

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The Executive’s Guide to a Cohesive Internet Marketing Strategy

  1. 1. The Executive’s Guide to a Cohesive Internet Marketing Strategy William Craig, WebpageFX Follow along in the back : http://www.webpagefx.com/PPT/
  2. 2. AGENDA Introduction Road Map Your Status Tactics Building Plan 4 3 2 1 5
  3. 3. WILLIAM CRAIG President, WebpageFX <ul><li>Industry Veteran: </li></ul><ul><li>11 years as internet marketer </li></ul><ul><li>15 years in web industry </li></ul><ul><li>Growth Company of the Year </li></ul><ul><li>Top 20 SEO Firm in USA </li></ul><ul><li>Companies to Watch in PA </li></ul><ul><li>Entrepreneur of the Year </li></ul><ul><li>Emerging Business of the Year </li></ul><ul><li>Technology Provider of the Year </li></ul>
  4. 4. WHERE WE WANT TO GO!
  5. 5. PRELIMINARY GOALS <ul><li>3 MONTHS: </li></ul><ul><li>• 20% lead increase </li></ul><ul><li>• 10% cost increase </li></ul>6 MONTHS: • Redesigned and optimized • Double email recipients 1 YEAR: • 60% lead increase • Strong blog & social 2 YEARS: • Generate 25% more leads/sales than next competitor • Mind presence for industry 4 YEARS: • 2 year barrier on leadership sales/leads • Control 250 web properties
  6. 6. CURRENT STRENGTHS & WEAKNESSES <ul><li>Industry Strengths </li></ul><ul><li>• Age of website </li></ul><ul><li>• Number of links </li></ul><ul><li>• # of pages of content </li></ul><ul><li>• Email distribution list </li></ul><ul><li>• Web analytics history </li></ul><ul><li>• Leadership buy-in </li></ul>Industry Weaknesses • Social media laggard • No blog • Low website conversion rate • No usability assessment control • HiPPO web design decision • Leads not stored in CRM
  7. 7. COMPETITIVE ANALYSIS Tools: attentionmeter.com & webpagefx.com/seo-tools/spiderfx/ ✓ ✓ ✓ - Link Building ✓ ✓ ✓ ✓ - Search Engine Optimization ✓ ✓ ✓ ✓ Marketing ✓ - Product Image Enlarge ✓ ✓ ✓ ✓ - Order History ✓ ✓ ✓ ✓ - Sort by Price ✓ ✓ ✓ ✓ - Product Videos ✓ ✓ ✓ - Product Reviews ✓ ✓ ✓ ✓ - Live Chat ✓ ✓ ✓ ✓ Storefront Features Competitor 4 Competitor 3 Competitor 2 Competitor 1
  8. 8. STAKEHOLDERS & TARGET MARKET <ul><li>Consumer Market </li></ul><ul><li>• Age </li></ul><ul><li>• Income </li></ul><ul><li>• Gender </li></ul><ul><li>• Profession </li></ul><ul><li>• Education </li></ul><ul><li>• Family Size </li></ul><ul><li>• Homeowner </li></ul><ul><li>• Marital Status </li></ul>Business Market • Geographic Location • Size of Company • Annual Revenue • Number of Branches • Number of Employees • Industry • Age of Company Tools: adlab.msn.com & www.google.com/adplanner/
  9. 9. TACTIC: ORGANIC SEO
  10. 10. TACTIC: ORGANIC SEO <ul><li>Advantages </li></ul><ul><li>• High ROI </li></ul><ul><li>• Low traffic cost </li></ul><ul><li>• Longevity </li></ul>Disadvantages • Duration Tools: webpagefx.com/seo-tools/spiderfx/
  11. 11. ORGANIC SEARCH: Things to Consider Chart by SEOmoz
  12. 12. ORGANIC SEARCH: Click Through Rates Chart by seobook.com
  13. 13. UNIVERSAL SEARCH <ul><li>Maps Pro: </li></ul><ul><li>Perfect for local </li></ul><ul><li>Maps Con: </li></ul><ul><li>Requires an address </li></ul>
  14. 14. TACTIC: PAID SEARCH
  15. 15. TACTIC: PAID SEARCH <ul><li>Advantages </li></ul><ul><li>• Fast traffic & leads </li></ul><ul><li>• Geo-targeting </li></ul><ul><li>• Conversion funnel </li></ul><ul><li>• Devices and specific sites </li></ul><ul><li>(Ex. iPhone or YouTube) </li></ul>Disadvantages • High cost • Cost/competition increases • Longevity Tools: google.com/intl/en/adwordseditor/ & freekeywords.wordtracker.com
  16. 16. TACTIC: SOCIAL MEDIA <ul><li>To Download: </li></ul><ul><li>http://www.cmo.com/social-media/cmos-guide-social-media-landscape/ </li></ul>
  17. 17. TACTIC: SOCIAL MEDIA <ul><li>Advantages </li></ul><ul><li>• Customer communication </li></ul><ul><li>• Brand exposure </li></ul><ul><li>Targeting </li></ul>Disadvantages • Lead generation • Time hog without strategy Note: Every social site is different. Tools: socialmention.com & hootsuite.com
  18. 18. TACTIC: SOCIAL MEDIA
  19. 19. TACTIC: EMAIL MARKETING
  20. 20. TACTIC: EMAIL MARKETING <ul><li>Advantages </li></ul><ul><li>• Versatility </li></ul><ul><li>• Quality list, quality ROI </li></ul><ul><li>• Low distribution cost </li></ul>Disadvantages • ROI negative on small or overused list • Lists can take years Services: icontact.com & myemailfx.com
  21. 21. TACTIC: EMAIL MARKETING Graphic by bluefountainmedia.com
  22. 22. TACTIC: CRO Graphic by kaushik.net
  23. 23. TACTIC: CRO <ul><li>Advantages </li></ul><ul><li>• If traffic, very high ROI </li></ul><ul><li>• Lower cost than traffic </li></ul>Disadvantages • Need traffic • Website might not support Tool: google.com/websiteoptimizer google.com/intl/en/websiteoptimizer/articles/topfiveelements.html
  24. 24. TACTIC: IMPROVED WEBSITE <ul><li>“ People evaluate TV news and politicians </li></ul><ul><li>in the same way: presentation matters </li></ul><ul><li>more than substance. Why should we </li></ul><ul><li>expect the web to be any different?” </li></ul>- B.J. Fogg, Ph.D., who led the Stanford study
  25. 25. TACTIC: IMPROVED WEBSITE <ul><li>New </li></ul>Old
  26. 26. OTHER TACTICS - HANDOUTS <ul><li>Coupon Marketing </li></ul><ul><li>Reputation Management </li></ul><ul><li>Website Call Tracking (Improve ROI Calculation) </li></ul><ul><li>Blogs </li></ul><ul><li>Shopping Feeds </li></ul><ul><li>Games </li></ul><ul><li>Viral </li></ul><ul><li>Video </li></ul><ul><li>Pay-Per-Call </li></ul><ul><li>Contests, Sweepstakes, & Promotions </li></ul><ul><li>Mobile Websites </li></ul><ul><li>Mobile Apps </li></ul><ul><li>PPC Landing Pages </li></ul><ul><li>Banner Ads </li></ul><ul><li>Remarketing </li></ul><ul><li>Online PR </li></ul><ul><li>Affiliate Programs </li></ul><ul><li>Microsites </li></ul><ul><li>Email List Buys </li></ul><ul><li>Podcast </li></ul><ul><li>Blogger Outreach </li></ul>
  27. 27. OTHER TACTICS - CUSTOM
  28. 28. HISTORICAL PERFORMANCE Chart by kaushik.net
  29. 29. INTERACTIVE CHANNEL GROWTH
  30. 30. ESTIMATED EFFECTIVENESS OPINION Chart by SEOmoz
  31. 31. TACTIC: ALLOCATIONS <ul><li>eCommerce </li></ul><ul><li>PPC 33% </li></ul><ul><li>SEO w/links 25% </li></ul><ul><li>Social 8% </li></ul><ul><li>Affiliate 8% </li></ul><ul><li>Conversion 5% </li></ul><ul><li>Email 5% </li></ul><ul><li>Shopping Feeds 5% </li></ul><ul><li>Blogger Promotion 4% </li></ul><ul><li>Video 4% </li></ul><ul><li>Coupon 3% </li></ul>Leads - Local PPC 40% SEO 25% Local Search 20% Email 10% Video 5%
  32. 32. TACTIC: ALLOCATIONS <ul><li>Brand/Awareness </li></ul><ul><li>SEO 14% </li></ul><ul><li>PPC 14% </li></ul><ul><li>Social 14% </li></ul><ul><li>Online PR 13% </li></ul><ul><li>Video 9% </li></ul><ul><li>Rep Management 7% </li></ul><ul><li>Email 7% </li></ul><ul><li>Blog 6% </li></ul><ul><li>Banners 4% </li></ul><ul><li>Contests 4% </li></ul><ul><li>Viral 4% </li></ul><ul><li>Social Monitoring 4% </li></ul>Leads - National SEO w/ links 55% PPC 15% Email 15% Video 10% Blog 8% Social 7%
  33. 33. STRATEGY & BUDGET ALLOCATION <ul><li>eCommerce Campaign </li></ul>M Monthly Marketing Budget
  34. 34. STRATEGY & BUDGET ALLOCATION <ul><li>Branding / Awareness Campaign </li></ul>Monthly Marketing Budget
  35. 35. NUMBERS RULE! BE AGILE!
  36. 36. VISIT OUR BOOTH! <ul><li>FREE website keyword scorecard: </li></ul><ul><li>http://www.webpagefx.com/seo-tools/spiderfx/ </li></ul><ul><li>For PPT: </li></ul><ul><li>http:// www.webpagefx.com /PPT/ </li></ul>
  37. 37. CLOSING <ul><li>Questions? </li></ul>William Craig - President, WebpageFX, Inc. [email_address] Office: 717-609-0362

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