NJ Packaging Executives Club<br />Board of Director’s Meeting<br />
Introduction<br />Optimal Conversions, Inc.<br />Fully integrated web marketing<br />Interactive advertising and marketing...
Common Web Marketing Challenges<br />Traffic Is More Expensive<br />Increasing paid search costs with declining conversion...
A great website design isn’t enough.<br />“Everyone can be super!  And when everyone's super -- no one will be.” <br />Syn...
Web Marketing Success<br />Building a (great) website is not enough.<br />…make sure design and contentmeets the needs of ...
A New Way of Thinking About “Failure”<br />Actively seek to make mistakes…a valuable lesson.<br />Failure is as important ...
Marketing Then & Now<br />Push<br />Display Advertising<br />Telemarketing<br />Direct Response<br />Pull<br />Word of Mou...
 Unfocused
 (Largely) Irrelevant
 Irritating</li></ul>Growing<br /><ul><li> Intriguing/Interesting
 Personalized
 Requested
 Invited</li></li></ul><li>How Do<br />You Find Customers?<br />Customers Find You?<br />
How Do Customers Find You?(when they don’t know your name?)<br />
How Do Customers Find You?(when they don’t know your name?)<br />
How Do Customers Find You?(when they don’t know your name?)<br />NJPEC ranks #1 for the search term “packaging executives”...
What about…<br />Packaging association<br />Packaging resources<br />NJ packaging resources<br />Packaging trade associati...
Non-branded vs. Branded Search Terms:Wholesale Ribbons<br />Google Traffic Estimator shows 51,000 monthly searches for phr...
The Importance of Being #1<br />Source: www.seo-scientist.com:  Google Ranking and CTR – how clicks distribute over differ...
The Importance of Being #1<br />Page 2<br />Page 1<br />Source: http://www.accuracast.com/seo-weekly/adwords-clickthrough....
#1 for WHAT?<br />We’re #1!<br />#1…for WHAT?<br />
Developing a Strategy:Long Tail + Niche Dominance<br />Message  > Keywords > Content<br />
Search Strategy Dominate Relevant Niches<br />Keyword search phrases which:<br />Your Search Strategy<br />
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Web Marketing Strategy - Presentation to NJ Packaging Executives Club by Optimal Conversions, Inc.

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Presentation to NJ Packaging Executives Club on web marketing strategy and search marketing program design.

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Web Marketing Strategy - Presentation to NJ Packaging Executives Club by Optimal Conversions, Inc.

  1. 1. NJ Packaging Executives Club<br />Board of Director’s Meeting<br />
  2. 2. Introduction<br />Optimal Conversions, Inc.<br />Fully integrated web marketing<br />Interactive advertising and marketing<br />Public relations / social media<br />Content development<br />Search engine optimization (SEO)<br />Web analytics<br />Unique fee structure: variable comp. / risk sharing<br />
  3. 3. Common Web Marketing Challenges<br />Traffic Is More Expensive<br />Increasing paid search costs with declining conversions<br />Paid search effort difficult to manage & optimize<br />Lack of resources for sustained focus on organic traffic drivers<br />Few in-house capabilities to exploit new media:<br />Interactive PR / Blogs<br />Landing page optimization<br />XML feed optimization<br />Social Media<br />Performance is More Difficult<br />Flat or declining conversion rates<br />Increased competition<br />Significant shopping cart abandonment<br />Site design (aesthetics) have grown stale<br />Diminished ranking on search engines<br />
  4. 4. A great website design isn’t enough.<br />“Everyone can be super! And when everyone's super -- no one will be.” <br />Syndrome from “The Incredibles”<br />
  5. 5. Web Marketing Success<br />Building a (great) website is not enough.<br />…make sure design and contentmeets the needs of existing customers ….<br />…and new visitors can find it and convert into customers...<br />…find new ways to encourage repeat visitors…<br />…and give reasons for other websites to link to it...<br />…then continuously monitor your “rank” to be sure you’re relevant.<br />…and repeat the process all over because your competitors are doing the same thing every day.<br />
  6. 6. A New Way of Thinking About “Failure”<br />Actively seek to make mistakes…a valuable lesson.<br />Failure is as important as success.<br />Detect, analyze…and fix it fast.<br />Explain to senior management<br />Keep “patient money” patient with good data and better explanations for a complex operation.<br />
  7. 7. Marketing Then & Now<br />Push<br />Display Advertising<br />Telemarketing<br />Direct Response<br />Pull<br />Word of Mouth<br />Social Media<br />Publicity<br />Search<br />Declining<br /><ul><li> Intrusive
  8. 8. Unfocused
  9. 9. (Largely) Irrelevant
  10. 10. Irritating</li></ul>Growing<br /><ul><li> Intriguing/Interesting
  11. 11. Personalized
  12. 12. Requested
  13. 13. Invited</li></li></ul><li>How Do<br />You Find Customers?<br />Customers Find You?<br />
  14. 14. How Do Customers Find You?(when they don’t know your name?)<br />
  15. 15. How Do Customers Find You?(when they don’t know your name?)<br />
  16. 16. How Do Customers Find You?(when they don’t know your name?)<br />NJPEC ranks #1 for the search term “packaging executives”<br />
  17. 17. What about…<br />Packaging association<br />Packaging resources<br />NJ packaging resources<br />Packaging trade associations<br />Packaging resource guide<br />Packaging awards<br />Packaging design guide<br />Packaging seminars<br />Packaging education<br />
  18. 18. Non-branded vs. Branded Search Terms:Wholesale Ribbons<br />Google Traffic Estimator shows 51,000 monthly searches for phrases related to “wholesale ribbon” (8,100 vs.41), “wholesale ribbons” (1,000 vs. 6), “ribbon wholesale” (6,600 vs. 2), “ribbon wholesalers” (480 vs. 6), “floral ribbon” (2,400 vs. 1), and hundreds of others.<br />
  19. 19. The Importance of Being #1<br />Source: www.seo-scientist.com: Google Ranking and CTR – how clicks distribute over different rankings on Google<br />
  20. 20. The Importance of Being #1<br />Page 2<br />Page 1<br />Source: http://www.accuracast.com/seo-weekly/adwords-clickthrough.php<br />
  21. 21. #1 for WHAT?<br />We’re #1!<br />#1…for WHAT?<br />
  22. 22. Developing a Strategy:Long Tail + Niche Dominance<br />Message > Keywords > Content<br />
  23. 23. Search Strategy Dominate Relevant Niches<br />Keyword search phrases which:<br />Your Search Strategy<br />
  24. 24. Recommendations for NJPEC<br />Get More Links<br />Encourage members to link intowww.njpec.com from an “About Us” page of member companies.<br />Exchange/acquire links with other relevant sites<br />Magazines<br />Educational<br />Issue on-line press releases about newsworthy (link-worthy) NJPEC events:<br />Chris Hacker, Chief Design Officer of Johnson and Johnson<br />Shelf Impact seminar<br />Hall of Fame Dinner<br />Package of the Year<br />
  25. 25. Recommendations for NJPEC<br />Value-added content<br />‘Request-a-quote’ form to generate sales leads for members<br />Package design gallery<br />Newswire on packaging news and trends<br />Job board*<br />By-lined “expert” articles on packaging “how to”*<br />Presentations/lectures on packaging basics*<br />Exploit existing content <br />Create new ‘packaging education’ pages based on content from NJPEC Sourcebook <br />Directory of members resource guide<br />*contributed by NJPEC members<br />
  26. 26. Conclusions<br />Web marketing requires a well-designed, aesthetically pleasing site +an ongoing strategy for traffic <br />Search is important to help people find you.<br />Search is not enough.<br />“Waiting for the phone to ring”<br />Web marketing must actively stimulate demand without being intrusive.<br />“Be generous with no strings attached.”<br />
  27. 27. Conclusions<br />Look for constant ways to be relevant<br />Valuable content<br />Selfless promotion<br />Culture of continuous improvement<br />Can’t afford to set it and forget it.<br />Analyze – Act - Repeat<br />
  28. 28. Integrated Web Marketingwww.optimalconversions.com<br />

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