Common sensedigitalstrategyforweb

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  • Where do your eyes go? What do you read?50% of people look at the top paid result (lots of people ignore the SEM because they know it’s a paid commercial)100% of people look at the top organic resultThink of SEO as OWNING and SEM as RENTING
  • Google launched their version of the yellow pages 6 or 7 years ago (Google Places). Google came up with a way to figure out who should appear highest. Local businesses are opening and closing all the time, moving, etc. and remember that Google wants to be sure that their data is the best and most accurate.They discovered that NAP is the core of their business. Higher consistency is higher confidence (is this a shady business locaed on someone’s kitchen table?)Reviews are a separate signal, lower
  • Make the point that Social Media is all about CONVERSATION and engaging with your audience. One of the MOST important elements of any successful social media campaign is an internal champion – having someone IN the organization who is able to dedicate the time and attention to properly feed and water your online presence. f
  • Website marketing – if you’re building a new site, expect to spend 2x that amount again in the first year in order to sufficiently support the launch.(Ford spend 25% on Internet Marketing for example).
  • Common sensedigitalstrategyforweb

    1. 1. FOLLOW THEREADERwith Michigan’s largest media company
    2. 2. Developing a Common-Sense DIGITAL STRATEGY Many resources in this presentation derived from a presentation by Julian Cole http://byjuliancole.com/
    3. 3. WHAT ISSTRATEGY
    4. 4. STRATEGYis a plan for obtaining a GOALbased on information at hand
    5. 5. GOALS NEED TO BE SMART
    6. 6. GOALS NEED TO BE SMART SPECIFIC
    7. 7. GOALS NEED TO BE SMART MEASURABLE
    8. 8. GOALS NEED TO BE SMART ACTIONABLE
    9. 9. GOALS NEED TO BE SMART REALISTIC
    10. 10. GOALS NEED TO BE SMART TIMELY
    11. 11. STRATEGYis a plan for obtaining a GOALbased on information at hand
    12. 12. INFORMATION AT HAND the pieces of information related to the goalthat help inform the strategy-- INSIGHTS
    13. 13. FAILING participating DOING INSIGHTSNETWORKING are gained by reading observing TAKING COURSES TRAINING
    14. 14. GOALINSIGHTSTRATEGY
    15. 15. SAMPLE GOALS• Reduced Sales Cycle• Branding and Awareness• Lead Generation• Increased Sales• Visitor Conversions• Engagement
    16. 16. GOAL 25% of new business comes from websiteINSIGHT Little to no visibility in search enginesSTRATEGY PPC campaign paired with SEO program
    17. 17. GOALINSIGHTSTRATEGY
    18. 18. INSIGHT TOOLKIT Begin where you are• Are we using the Internet to grow our business?• Who are our online competitors?• What works for other businesses?
    19. 19. INSIGHT TOOLKIT QUANTITATIVE TOOLS QUALITATIVE TOOLS RESEARCH TOOLSCOMPETETIVE INSIGHTS
    20. 20. INSIGHT TOOLKIT QUANTITATIVE TOOLS http://www.thinkwithgoogle.com/insights/http://www.consumerbarometer.com/#?app=home&viewMode=0 http://www.compete.com/us/ https://www.facebook.com/insights/ www.googlekeywordtool.com/
    21. 21. INSIGHT TOOLKITQUALITATIVE TOOLS https://twitter.com/search-advanced http://www.openstatussearch.com/ http://socialmention.com/ http://www.google.com/trends/
    22. 22. INSIGHT TOOLKIT RESEARCH TOOLS http://pewinternet.com/ http://www.emarketer.com/ http://www.statista.com/http://www.thinkwithgoogle.com/insights/library/
    23. 23. INSIGHT TOOLKITCOMPETETIVE INSIGHTS http://mixrank.com/ http://www.moat.com/ http://www.socialbakers.com/ http://blog.sysomos.com/
    24. 24. http://www.seopher.com/images/internet.jpg25
    25. 25. STRATEGYis a plan for obtaining a GOAL based on insights
    26. 26. GOALSwhat do you want to achieve for your business online?
    27. 27. CONSIDERATIONS SEO SEM DISPLAY SOCIAL MOBILE
    28. 28. SEO
    29. 29. Search Engine Results Page (SERP)Paid Paid Search (PPC) Google PlacesSearch gets you here.gets you Google Maphere. Now, please put eyes Where are your drawn on this page? yourself in the shoes of Organic Search one of these businessLocal owners.were the consumer If you conducting this search,SEO what might your nextgets What are some of the action be? things that you canyou infer about Internethere Google Places Marketing for your (blended) business from this Paid Search (PPC) search? Organic Search
    30. 30. (Source: “Eye-Tracking Google SERPs - 5Tales of Pizza”, SEOMoz.org, October 2011)
    31. 31. SEO ConsiderationsLocal Matters: Find and claim yourlistings on major search enginesConsistency is Key: Make sure that yourBusiness NAME, ADDRESS, and PHONE(NAP) are consistently listedeverywhere. N
    32. 32. SEM
    33. 33. Google AdwordsGoogle themselves describe AdWords as “an automatedauction.” Advertisers compete for particular keywords basedon their business. It’s fundamentally simple:1-You write the text advertisements that you want to appearon Google SERP2-Choose relevant keywords that you believe a personsearching on Google would type in when looking for yourbusiness.3-When Google users perform a search and include thekeywords that you’ve included, the top ads appear in the‘Sponsored Results’ section.4-If the user clicks on your advertisement, then you will becharged. Google assesses a Cost Per Click of the keywordsbased on their value. This is called CPC. Recommended Reading: https://www.google.com/intl/en_us/adwords/select/steps.html
    34. 34. Google AnalyticsMeasuring and Analyzing your Website Traffic: Google Analytics isa free service offered by Google that allows you to track activity on yourwebsite. By implementing Google Analytics on your website, you can findout how people found your site, how they explored it, and how you canenhance their visitor experience. This information will help you knowhow to improve the experience of visitors, measure the success of yourinternet advertising, and make it work more effectively for your business. Suggested Reading: http://www.google.com/analytics/learn/index.html
    35. 35. DISPLAY
    36. 36. Online Display People do a lot of things on the Internet besides Search! In fact, while the search engines are essential, studies show that less than 5% of online time is spent searching. Beyond SEM, there are many other digital advertising strategies available to business owners including mobile, content ads, mobile ads, email marketing, social media, and display. Take a look at DISPLAY advertisements and the networks where they typically appear. Recommended Reading: http://searchengineland.com/5-reasons-online-display-advertising-is- simpler-than-ever-96860
    37. 37. What is an Ad Network?• An advertising network allows advertisers to run online display ads on a wide variety of sites that are not under common ownership.• By collecting data about people’s online and offline behavior, ad networks are able to place an advertiser’s message in front of the right audience.• The advertiser is buying “people,” not sites.
    38. 38. 39
    39. 39. SocialMedia
    40. 40. Social Media Social Media sites such as Facebook, Twitter, YouTube, and Linkedin are regularly visited by almost 200 million Americans. Attributing for billions of dollars in revenue and hundreds of thousands of interactions every minute. It’s an essential part of a smart Internet Marketing strategy.RECOMMENDED: https://www.facebook.com/ScottAdvertisingSocialhttp://www.usatoday.com/money/smallbusiness/story/2012-02-16/small-business-social-media-outreach-smachburger/53122300/1
    41. 41. Mobile
    42. 42. REACH THE FASTEST GROWING AUDIENCE By 2014, there will be more mobile Internet users than desktop/laptop users. • Mobile coupons get 10 time the redemption rate of traditional coupons • 70% of all mobile searches result in action within 1 hour • 25% of Americans use ONLY mobile devices to access the internet • 9 out of 10 mobile searches lead to action. Over half lead to a purchase. • Mobile ads perform 4 – 5 times better than online ads in key metrics such as brand favorability awareness, and purchase intent.*Source: Microsoft Tag Mobile Marketing Report, 2011Source: http://www.slideshare.net/HubSpot/50 -mobilefactsdeck62812
    43. 43. STRATEGIC CONSIDERATIONS• SEO – Search Engine Optimization• Find-ability and local search results• Paid Search Campaigns• Engagement – Social, Email Marketing,• Content – onsite, push, and paid• Mobile
    44. 44. GOALS NEED TO BE SMART SPECIFIC MEASURABLE ACTIONABLE REALISTIC TIMELY
    45. 45. GOAL Reduce Sales CycleINSIGHT Stronger calls to action needed onlineSTRATEGY Content targeting, Email marketing
    46. 46. GOAL Branding and AwarenessINSIGHT Lacking front-of-mind awareness with targetSTRATEGY Display, behavioral display, re-messaging
    47. 47. GOAL Lead GenerationINSIGHT Difficult to track conversionsSTRATEGY Google analytics, social media marketing
    48. 48. GOAL Increase SalesINSIGHT Website traffic is low relative to online search volumeSTRATEGY Paid Search Campaign, Explore Mobile
    49. 49. GOAL Visitor ConversionsINSIGHT Website visitor s bounce frequently, pageviews and Actions are lowSTRATEGY Website design review, revise calls to action, engagement tactics
    50. 50. GOAL EngagementINSIGHT Few reviews, no brand ambassadors, reviewsSTRATEGY SEM with sitelinks, Social Media
    51. 51. GOALINSIGHTSTRATEGY
    52. 52. THIS IS GREAT—How do I DO this?
    53. 53. Advertiser getsfrustrated Complexity and lackconcludes that digital of timedoesn’t Avoid the results in poorwork for them Digital understanding Death Spiral Poor management yields poor results
    54. 54. THE VOICE OF EXPERIENCE• Don’t under-estimate the investment necessary, a pitfall particularly common in SOCIAL. Facebook is free, but using it to grow your business has a very real value and should be considered worthy of investment.• Be realistic about your ability to manage in-house.• Optimization takes time, this is a FAST marketplace, but these are not typically overnight success stories• Just like the old seamstress advice to “Measure twice, cut once”, carefully monitor your tactics. Measure and increase your investment in what works, adjust what doesn’t.
    55. 55. BUDGETS
    56. 56. Search - Where the Money is… Source: IAB Full Year 2011 Report, released April 2012
    57. 57. Setting an Internet Marketing budget• Consider the value of a conversion• What type of business are you in? Consumer retail companies will often spend substantially more (around 10-15%) on overall marketing than a B2B company (around 5-7%). Of that, a good rule of thumb is 15 – 20% for Internet, although that number is trending upward• There are countless variables that affect this, but using that number, here are some “industry averages” for typical advertising spends: Annual Revenue B2B Company Marketing Internet Marketing at Consumer Company Internet Marketing at Budget at 5% of Revenue 15% of B2B Company Marketing Budget at 15% 15% of Consumer Marketing Budget of Revenue Company Marketing Budget $500,000 $25,000 $3,750 $75,000 $11,250 $1,000,000 $50,000 $7,500 $150,000 $22,500 $2,500,000 $125,000 $18,750 $375,000 $56,250 $5,000,000 $250,000 $37,500 $750,000 $112,500 $10,000,000 $500,000 $75,000 $1,500,000 $225,000 61
    58. 58. QUESTIONS AND OBSERVATIONS
    59. 59. YOUR AUDIENCE.BY ALL MEANS.THANK YOU!! Cyndee S. Harrison Senior Digital Consultant MLive Media Group – Detroit Market 313-720-7808 CHarri11@mlive.com

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