Website Marketing Strategy

399 views

Published on

This is something I whipped up as a final individual project, for my Foundations of Entrepreneurship class, during my last semester.

  • Be the first to comment

  • Be the first to like this

Website Marketing Strategy

  1. 1. DEVELOPING A WEBSITE MARKETING STRATEGY:FROM THE ENTREPRENEURS’ GUIDE SERIES ADRIAN R. CARRIÓN Spring 2012
  2. 2. DEVELOP A PLAN FIRST Define Goals •  Marketing Goals •  Key Performance KPIs Indicators Web •  Use online tools to measure* Quantitative QualitativeAnalytics Metrics Metrics Metrics •  Use data to drive other Analyze quantitative and qualitative studies Take Action •  Analyze Data •  Implement Tactics Adjust •  Steer the conversation Adrian Carrion SP12 RBS 2
  3. 3. TO DEFINE GOALS YOU NEED TO DO YOUR RESEARCH STEP 1•  What are you selling, a product or a service? •  How do you carry out your sales, online or in person?•  Where do your prospects go online? •  Do they read news, watch videos, tweet, play games?•  What are the complimentary goods or services? •  Where are the opportunities for collaborative marketing?•  Who is the competition? •  How do you perceive their marketing strategy?•  What are the substitutes? •  How are the substitutes marketed?•  How is your offering different? •  What is your competitive edge?•  Is your innovation radical or incremental? •  Have you created a new niche market?•  How big is this market? •  How much do your prospective customers spend today? Adrian Carrion SP12 RBS 3
  4. 4. MORE NECESSARY RESEARCH•  Analyze top competitive •  Explore statistics: websites / web applications monthly traffic estimation,•  Discover their target demographics, and more keywords (density analysis, meta tags, etc.) •  Identify relevant keyword (combinations, synonyms,•  Explore SEO data (Page plurals) Rank, incoming links, web directories, etc.) •  Estimate the monthly traffic per each keyword•  Reveal their online marketing tactics (PPC, SEO, advertising •  Cost per Traffic Estimation sources) •  Estimate cost per traffic (CPC,•  Evaluate competition per CPM, submission/distribution each keyword fees, service fees, etc...) Adrian Carrion SP12 RBS 4
  5. 5. DEFINE YOUR MARKETING GOALS 10 Examples from MarketingJive.com1.  Improve Number of Leads •  bottom line is lead generation and improving ROI.2.  Improve the Quality of Online Leads •  better leads can mean quicker and potentially more sales.3.  Improve the Overall Online Experience •  keep your users needs first and foremost to help build lifetime value and relationship. Improving the online experience will help improve repeat visits and help generate top of mind awareness.4.  Improve the Engagement Rate •  engaging the user with proper use of conversion triggers and calls to action can help increase the number of leads that are generated.5.  Move Prospects Through the Buying Process/Funnel •  A key goal for B2B marketers should be to help solve the needs of their prospects by providing them with all of the information they need to make a purchase decision as they work through the buying funnel. Adrian Carrion SP12 RBS 5
  6. 6. DEFINE YOUR GOALS CONTINUED…6.  Increase the Number of Qualified Visitors to your sites •  increasing the number of qualified visitors to your site means a greater chance for obtaining more qualified leads.7.  Reduce Cost of Leads •  an effective online strategy can help reduce the cost of each lead that is generated.8.  Increase Online Inquiries •  one of the more important conversions that B2B marketers should focus on is to increase online inquiries that have the potential to become qualified leads. Depending on the phase of the buying funnel the user is at, you can use your online marketing strategy to intercept the prospect and increase the number of email requests or phone calls for additional information inquiries that the user may have.9.  Promote Offline Sales •  use online to drive offline business. The majority of actual B2B transactions will take place offline.10.  Deliver Customer Service and Value to Your Target Market(s) Adrian Carrion SP12 RBS 6
  7. 7. DECLARE YOUR KPI’S (KEY PERFORMANCE INDICATORS) STEP 2 5 Examples1.  Basic Web Traffic and Conversion •  The de-facto metric for measuring brand awareness and brand reach2.  Lead and Campaign Activity •  Track your leads and campaigns each month, and visually represent how the total number of new leads, and the breakdown by type, is changing over time3.  The Marketing Funnel •  Throughput: Inquiries (raw leads); MQL (marketing qualified leads); SQL (sales qualified leads); Leads Qualified to Opportunity Pipeline4.  Marketing Contribution to Revenue •  The two KPIs that can be tracked here are % of revenue sourced by marketing and % of revenue influenced by marketing (Program effectiveness). 7
  8. 8. DECLARE YOUR KPI’S (KEY PERFORMANCE INDICATORS) STEP 2 …CONTINUED 5.  Product/Service Usage •  Online, marketers can track actual customer usage behavior - without surveys, focus groups, or help desk calls 8 Adrian Carrion SP12 RBS
  9. 9. ANALYZE AND IMPLEMENT STEPS 3&4 •  Recap! So far we have: •  Conducted Research •  Defined Goals •  And Identified our Key Performance Indicators •  Now we need to measure, analyze and implement tactics to fulfill our strategy. •  For this we need Web Analytics •  What is Web Analytics? 1.  The analysis of qualitative and quantitative data from your website and the competition 2.  To drive a continual improvement of the online experience of your customers and prospects 3.  Which translates into your desired outcomes (online and offline) Adrian Carrion SP12 RBS 9
  10. 10. 11 BEST WEB ANALYTICS TOOLS INC 500 Break out your tool box and start measuring!Tool Price CategoryFacebook Insights Free Social AnalyticsTwitalyzer Free Social AnalyticsGoogle Analytics Free Clickstream Analysis Tools Yahoo Analytics Free Clickstream Analysis Tools Crazy Egg $9-$99/month Clickstream Analysis Tools Compete Prices Vary Competitive Intelligence ToolsGoogle Website Optimizer Free Experimentation and Testing Tools Optimizely $19-$399/month Experimentation and Testing Tools Kissinsights from Kiss Metrics Free-$29/month Voice of Customer Tools4Q by iPerceptions Free Voice of Customer ToolsClickTale Free to $990 Voice of Customer Tools 10
  11. 11. USE YOUR BEST Step 5 MARKETING TACTICS•  Now that you know who your audience is, and you have revealed their segments, take action!•  Here’s a list from toprankblog.com of today’s top marketing tactics•  Search Engine Optimization•  Social Network Participation•  Blogging•  Email Marketing•  Content Marketing•  Pay per click•  Video Marketing•  Micro-blogging (Tweeting)•  Social Media Advertising•  Create/post interactive demos (flash animation, etc)•  Corporate Website – internal newsletter Adrian Carrion SP12 RBS 11
  12. 12. ADJUST TO THE CHANGING MARKET•  A Marketing Strategy needs to be flexible•  Since, your product/service can become popular with various segments of the market over time•  Your message will have to change over time•  These changes are often unpredictable•  Therefore, a Marketing Strategy needs to be steered like a moving vehicle•  Continue to monitor your analytics, implement new tactics (as they develop), and engage your current audience. Step 6•  Do this as periodic as you notice changes to your audience. Adrian Carrion SP12 RBS 12
  13. 13. WORKS CITED•  http://www.websitemarketingplan.com/ marketing_management/MarketingPlanningArticle.htm/•  http://www.keyscouts.com/Online%20Marketing%20Plan %20-%20Bar-Ilan%20University.pdf•  http://www.webmarketcentral.com/ how_to_write_a_web_marketing_plan.htm•  http://www.marketing-jive.com/2007/06/online- marketing-goals-top-10-online.html•  http://www.inc.com/guides/12/2010/11-best-web- analytics-tools_pagen_3.html•  http://www.toprankblog.com/2010/07/seo-tops-digital- marketing-2011/•  http://www.digitalmarketingstrategy.com/ Adrian Carrion SP12 RBS 13

×