FY2009 Online Marketing Budget


Published on

What is the next year online marketing budget looks like in the medium size company? That's just some numbers. I can do all the same for a fraction of what is asked in this presentation. And a fraction - is what I am going to have - less than 1/5th of the sample budget!

Published in: Business, Technology
  • Be the first to comment

FY2009 Online Marketing Budget

  1. 1. FY2009 OVERALL E-MARKETING STRATEGY & BUDGET REQUESTED Social Media Marketing, Site Submission, PPC, On-Line Ads, Link Building
  2. 2. E-Marketing Overview Your company
  3. 3. Ranking Key Elements (It’s all about links) <ul><li>Social Media Marketing </li></ul><ul><ul><li>Creating & Maintaining numerous profiles on different Social Networking sites, forums, and other community types </li></ul></ul><ul><ul><li>Posting Videos, Presentations, Podcasts, Flash, banners </li></ul></ul><ul><ul><li>Maintenance of the company’s blog </li></ul></ul><ul><ul><li>Sponsoring Blog Reviews, Blog comments to other reviews </li></ul></ul><ul><ul><li>Professional Memberships </li></ul></ul><ul><ul><li>Relative Workshops/Seminars Attending </li></ul></ul><ul><ul><li>Following up with SM discussions </li></ul></ul><ul><ul><li>Social Bookmarking </li></ul></ul><ul><li>Link Building </li></ul><ul><ul><li>Contextual Rented Links (Text Ads) </li></ul></ul><ul><ul><li>High Rank 5+ Rented Links </li></ul></ul><ul><ul><li>Permanent Bulk Links </li></ul></ul><ul><ul><li>2 nd Tier Links </li></ul></ul><ul><ul><li>Reciprocal Link Exchange </li></ul></ul><ul><ul><li>Blog Posts, Article Marketing, Press Releases, Announcements </li></ul></ul><ul><ul><li>Premium Hosted Marketing Pages, WP, etc. </li></ul></ul><ul><ul><li>Participation in Vendor’s Case Studies </li></ul></ul>
  4. 4. Ranking Key Elements (It’s all about links) <ul><li>Submission Services </li></ul><ul><ul><li>Submission to Search Engines </li></ul></ul><ul><ul><li>Submission to Directories </li></ul></ul><ul><ul><li>Paid inclusions and bulk links </li></ul></ul><ul><ul><li>Sponsored links </li></ul></ul><ul><ul><li>High authority links </li></ul></ul><ul><ul><li>PPC & Organic search </li></ul></ul><ul><li>Search Engine Optimization </li></ul><ul><ul><li>On-site keyword maintenance/Optimization </li></ul></ul><ul><ul><li>Optimized landing pages and e-newsletters </li></ul></ul><ul><ul><li>Keywords cross-channel optimization </li></ul></ul><ul><ul><li>Contents improvements </li></ul></ul><ul><li>Site Analytics & Reporting </li></ul><ul><ul><li>Using Hubspot solution for reporting and analytics will save up to $5,000 out of my sample spending (Slide 12) </li></ul></ul><ul><li>Web 2.0 Site Improvements </li></ul>
  5. 5. Blog Posts – Why do we need them? Why now? <ul><li>Direct Traffic: Millions of people read blogs every day. Paying for reviews puts the spotlight on our company and will generate tons of targeted traffic. </li></ul><ul><li>Buzz & Branding : The more bloggers talk about our site the better. Many blogs syndicate stories they see on other sites. A couple well timed sponsored reviews has the potential to generate a flurry of other reviews being written “organically” </li></ul><ul><li>Search Engine Rankings: Every review has links back to your site. Getting links from quality blogs will increase our link popularity and will help our site rank better in the search engine. Most of the links from the blogs are contextual links, embedded in the text, and most of them are permanent (as long, as blog exists). </li></ul><ul><li>Valuable Feedback: Getting reviewed by bloggers will provide us with valuable feedback that we can use to better understand our audience and customers. </li></ul><ul><li>Why Now: Google indexes Blog pages much faster than the regular site, and gives them more points. Google STILL trust bloggers, so Google allows to build your backlinks storage based on the reviews and we should not loose this moment. This type of marketing is not yet quite popular, especially with B2B, so we can get lower rates and great reviews. But it getting there, so we are in a hurry and may have a year or a year and half left before it really hits the market. </li></ul>
  6. 6. Why Premium Hosted Marketing Pages (HMP)? <ul><li>Keyword optimized links, pointing to different URL`s/Landing pages </li></ul><ul><li>The links are embedded within content which looks natural </li></ul><ul><li>Ability to rank themselves </li></ul><ul><li>Entire page is relevant for keywords </li></ul><ul><li>HMP is linked to from at least 10 pages within the hosting site, ensuring its quick visibility </li></ul>
  7. 7. Why Third Party Article Marketing? <ul><li>SEO friendly, professionally written, fully optimized Articles. The Articles are submitted for syndication to hundreds of the top Article sites. </li></ul><ul><li>Blog partners will write reviews about our website/product/service, based on the article that has been distributed.  </li></ul><ul><li>As part of the review the blogger links back to your site a minimum of 3 times. </li></ul><ul><li>Nothing get submitted before pre-approval </li></ul>
  8. 8. Why Social Media Profiling? <ul><li>Helps with branding our company and our site as “the authority” in BI reporting; builds a greater presence online and engaging more intimately and effectively with existing and potential clients. </li></ul><ul><li>The majority of online communities don’t welcome traditional direct or “hard sell” techniques; thus an effective Social Media Marketing campaign requires finesse and delicacy to execute properly. Social Media Marketing campaigns must be targeted to the niche we want to reach with a message that appeals to them and invites contribution and action. </li></ul><ul><li>Long term strategy, including consistent brand building and site promotion. By following a custom monthly campaigns designed around our needs, we will create campaigns for advertising Oco that are highly effective and engaging, driving traffic to our site and getting the results we want. </li></ul><ul><li>Not widely used yet – so we can get the most of it, if we start now </li></ul>
  9. 9. Smaller Tasks: <ul><li>Why Rented High Rank Links? </li></ul><ul><li>Because it’s hard to get them linked to us otherwise  </li></ul><ul><li>Why Contextual Links? </li></ul><ul><li>Search engines love fresh content and favor links embedded within content. Links from authority sites boost link popularity and search engine rankings </li></ul><ul><li>Why Intensive PPC? </li></ul><ul><li>Because we need leads today, and also because 1 st place on PPC gives a better visibility than an 11 th place in Organic search. </li></ul>
  10. 10. It’s all about Links! <ul><li>To overcome our competitors, we need to build a good link storage. This eventually will bring us up to a good place for major keywords searchable in Google and other Directories/SE(s).This year, we should not miss the opportunities of Social Media Profiling, Sponsored Blogging and Commenting, and those bulk permanent linking that is still allowed by Google. </li></ul><ul><li>In ideal world, I would’ve ask a budget of $25K monthly for all Key elements listed. I would’ve propose to built at least 10,000 (ten thousand) back links through posts, contextual ads, and so on within one calendar year. Create and maintain up to 20 Social Network Profiles, Submit site to most directories available, have our site on the first place in organic search for at least 25 different important keywords, increase PPC allowance, and so on. I would’ve also add Site maintenance and support in this basket. That’s about ¼ of how much our High Level Competitors/Partners spend monthly, and about as much as our base level competitors spend now. </li></ul><ul><li>In the real life, $7K - $15K monthly would do their job (no site support and maintenance, nothing fancy, placing us on top of others, of course). </li></ul><ul><li>As I said, I can work even with $500 dollars monthly budget and still being able to make some difference. But I think, nobody should lose the chance to market our site higher right now, when everyone is already talking about Social Media/Link Management/Other than PPC stuff, but not many B2B companies are involved actively in this type of Marketing. </li></ul><ul><li>Please notice, that this plan does not include collateral placements, hosting popular research to attract visitors, and any Flash/video/audio components which are part of internet marketing, but in many cases, split under different budget umbrellas </li></ul>
  12. 12. Appendix II – Sample Pricing p/month <ul><li>Traditional PPC & Text Ads – $1500.00 + </li></ul><ul><li>Paid inclusions – $300.00 + </li></ul><ul><li>Bulk Link Packages – $200.00 + </li></ul><ul><li>Blog Reviews/Networking – $1,000 + </li></ul><ul><li>High Level Permanent Links Packages - $2000.00 + </li></ul><ul><li>Social Media Profiling/Building a company presents/etc. $2000.00 + </li></ul><ul><li>Article Marketing - $400.00 + </li></ul><ul><li>PHMs - $600 + per page </li></ul><ul><li>Site Submissions to SE - $60.00+ </li></ul><ul><li>Sponsored Site Submission (Yahoo, MSN, Business.com, etc.) – yearly fee around $399.00 each) </li></ul><ul><li>Site Maintenance/Improvements/Support/adds-on - $1,000 + </li></ul>