Maximizing Your Online Presence

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A Comprehensive Guide to Internet Marketing

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Maximizing Your Online Presence

  1. 1. Maximizing Your Online Presence: A Comprehensive Guide to Internet Marketing Greg Guenther, WebpageFX Follow along in the back: http://goo.gl/audIuo
  2. 2. Greg Guenther Web Strategist, WebpageFX Industry Professional: 4 years as internet marketer 8 years in web industry • • • • • 2013 Technology Company of the Year 2012 Business of the Year #1 SEO (Heardable.com) 50 Fastest Growing Company Inc. 5000 Representative
  3. 3. PRELIM INARY GOALS 3 MONTHS: • 20% lead increase • 10% cost increase 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
  4. 4. CURRENT STRENGTHS & WEAKNESSES Industry Strengths Industry Weaknesses • Age of website • Social media laggard • Number of links • No blog • # of pages of content • Low website conversion rate • Email distribution list • No usability assessment control • Web analytics history • HiPPO web design decision • Leadership buy-in • Leads not stored in CRM
  5. 5. TACTIC: ORGANIC SEO
  6. 6. TACTIC: ORGANIC SEO Advantages Disadvantages • High ROI • Duration • Low traffic cost • Longevity Tools: webpagefx.com/seo-tools/crawlerfx/
  7. 7. ORGANIC SEARCH: Click Through Rates Chart by seobook.com
  8. 8. ORGANIC SEARCH: Things to Consider Chart by SEOmoz
  9. 9. ORGANIC SEARCH: Keyword Rich Content Increase Search Traffic & Leads 10% to 40%
  10. 10. ORGANIC SEARCH: Site/Server Cleanup Other issues: Duplicate Content Multiple websites Internal error pages When optimized, can result in 25% to 35% increase in search traffic
  11. 11. ORGANIC SEARCH: Pe In n du alt ci y ng Link Building 30% increase in traffic YoY
  12. 12. UNIVERSAL SEARCH Maps Pro: Perfect for local Maps Con: Requires an address
  13. 13. Local Search: Google+ Business Page Results: 50% increases in organic search traffic year over year A restaurant’s reservations went up 92.5% in 30 days after implementation
  14. 14. TACTIC: PAID SEARCH
  15. 15. TACTIC: PAID SEARCH Advantages Disadvantages • Fast traffic & leads • High cost • Geo-targeting • Cost/competition increases • Conversion funnel • Longevity • Devices and specific sites (Ex. iPhone or YouTube) Tools: google.com/intl/en/adwordseditor/ & freekeywords.wordtracker.com
  16. 16. TACTIC: PAID SEARCH
  17. 17. TACTIC: PAID SEARCH Google Shop, Remarketing, and Dynamic Remarketing Google Shop Feed Remarketing Dyanmic Remarketing
  18. 18. Paid Search: A / B Testing What to test: •Headlines •Body Text •Links •Keywords Best practices: •Test ad variations simultaneously •Test one thing at a time •Test early and often •Pay attention to the data you collect •Test your campaigns long enough for accurate results
  19. 19. TACTIC: SOCIAL M EDIA Establish a social presence through top social media channels including Facebook, Twitter, Pinterest, YouTube, Google+, Flickr and much more Actively engage with social media users to foster new relationships that compel them to purchase and move them to recommend your site to others To Download: http://www.cmo.com/articles/2011/3/10/the-2
  20. 20. TACTIC: SOCIAL M EDIA Advantages Disadvantages • Customer communication • Lead generation • Brand exposure • Time hog without strategy • Targeting Note: Every social site is different. Tools: socialmention.com & hootsuite.com
  21. 21. TACTIC: SOCIAL M EDIA
  22. 22. Social Media: Case Study • 65% increase in user engagement on Facebook timeline and over 500% fan growth year to year (on average Facebook advertising provides 1 new Fan for every dollar spent) • Google+ affects your search engine rankings • Call to action pin button sees 80% increase in user engagement Pins related to trending topics see an average of 94% increase in click throughs • Shoppers referred by Pinterest are 10% more likely to buy •
  23. 23. TACTIC: EM AIL M ARKETING
  24. 24. TACTIC: EM AIL M ARKETING Advantages Disadvantages • Versatility • ROI negative on small or overused list • Quality list, quality ROI • Low distribution cost • Lists can take years Services: icontact.com & myemailfx.com
  25. 25. TACTIC: EM AIL M ARKETING Graphic by bluefountainmedia.com
  26. 26. TACTIC: CRO Graphic by kaushik.net
  27. 27. TACTIC: CRO Advantages Disadvantages • If traffic, very high ROI • Need traffic • Lower cost than traffic • Website might not support
  28. 28. CRO: Case Study Old site: 64 forms/year Optimized: 50 forms/month Results: 100% increase (doubled conversions)
  29. 29. TACTIC: IM PROVED WEBSITE “People evaluate TV news and politicians in the same way: presentation matters more than substance. Why should we expect the web to be any different?” - B.J. Fogg, Ph.D., who led the Stanford study
  30. 30. TACTIC: IM PROVED WEBSITE Old New Can result in a ~20% increase in search traffic and a ~20% decrease in bounce rate
  31. 31. ESTIMATED EFFECTIVENESS OPINION Chart by SEOmoz
  32. 32. NUM BERS RULE! BE AGILE!
  33. 33. VISIT OUR BOOTH! FREE website keyword scorecard: http://www.webpagefx.com/seo-tools/crawlerfx/ You can download the PPT here: http://goo.gl/audIuo
  34. 34. CLOSING Questions? Greg Guenther - Web Strategist, WebpageFX, Inc. greg@webpagefx.com Office: 717-609-0362 Presentation: http://goo.gl/audIuo Facebook.com/webpagefx Twitter.com/webpagefx
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