Websites that get results


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Websites that get results

Software, database, management, and search engine marketing consulting to businesses and professionals who prefer innovation to infrastructure.
Rockville Innovation Center
155 Gibbs Street, Suite 530
Rockville, Maryland 20850

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Websites that get results

  1. 1. Your by-the-numbers approach to<br />marketing online<br />Aaron Overton<br />CEO, Heatherstone<br />Websites That Get Results<br />
  2. 2. What you need to get from your website is return on investment.<br />$20 profit ÷ $200 investment = 10% ROI<br />Return on Investment<br />
  3. 3. Revenue comes from visitors that meet your goals.<br />1000 visitors x 1% conversion x $500 per conversion = $5000<br />Generating Revenue<br />
  4. 4. A visitor “converts” when he does the thing you want him to do.<br />What do you want your visitors to do?<br />Examples<br />Buy something<br />Read an article<br />Sign up for a newsletter<br />Contact you for an appointment<br />Conversion Goals<br />
  5. 5. When a visitor meets a goal, it has a value.<br />Knowing the value is key to measuring your results.<br />What is it worth to convert a visitor?<br />Examples<br />Becomes advertiser for a year: $4000<br />Donates to my charitable organization: $250<br />Calls for appointment: $180<br />Conversion Valuation<br />
  6. 6. You know your goal. Does your visitor?<br />You need clear calls to action.<br />Form follows function.<br />How will you achieve conversion?<br />Examples<br />Include prominent calls to action<br />Provide at least two calls to action so visitors have alternatives<br />Using landing pages with your advertisements<br />Achieving Conversion<br />
  7. 7. Ad copy: Make your next home green.<br />Which will convert a visitor more often?<br />Landing Pages<br />
  8. 8. Visitors come to your site through search and through advertising.<br />How will you get visitors to your site?<br />Examples<br />Social networking<br />Email newsletters<br />Circular marketing<br />Online advertising<br />Search engine optimization<br />Building Traffic<br />
  9. 9. Promoting your website through other marketing channels increases traffic.<br />What other ways can you get people to visit your site?<br />Examples<br />Include it in everything else you do<br />What you say in print is extended online<br />Reference pages on your site when providing profiles elsewhere<br />Circular Marketing<br />
  10. 10. Keeping up with social networks can be time consuming.<br />It can drive more traffic.<br />How will you conduct outreach?<br />Networking Success<br />Wide reach: Facebook, LinkedIn, Twitter, and more<br />If possible, add it to someone’s regularly duties<br />Present as an organization<br />Be prepared to work<br />Social Networking<br />
  11. 11. An inexpensive, highly targeted tool to drive traffic and measure results.<br />How do you leverage your other networking?<br />Use a Good Tool<br />Examples: Constant Contact, Heatherstone’s Campaign Monitor<br />Avoid spam filters<br />Abide by opt-in standards<br />Offer unsubscribe and use suppression lists<br />Tie directly to website for better results and tracking<br />Email newsletters<br />
  12. 12. Pay per click advertising brings traffic by buying ads.<br />Your ads appear on search engine portals, email portals, and other sites.<br />You only pay when someone clicks on your ad.<br />$500 of advertising ÷ $2 price per click = 250 visitors<br />Pay Per Click Advertising<br />
  13. 13. A few basic guidelines will dramatically increase your success rate.<br />It will also decrease your costs.<br />How do your visitors get to the call to action?<br />Google Ads 101<br />Keywords. Repeat them. Keywords.<br />Keywords as the title<br />Benefit, then feature <br />Landing page, not home page<br />Effective PPC Advertisements<br />
  14. 14. Your first ads will probably produce only lackluster results.<br />Testing will improve them.<br />How do you know what ads will produce results?<br />Making Ads Better<br />Build two ad campaigns<br />Fund both and monitor results<br />Delete the one with less performance and replace<br />Repeat until you have the best ad you can get<br />Improving Ads<br />
  15. 15. Relevancy is the key to being found via search.<br />There are other ways to make your site found even easier.<br />How will visitors find your site via search?<br />Examples<br />Be relevant<br />Add new content regularly<br />Connect to and from related sites<br />Use a search engine friendly content management tool<br />Search Engine Optimization<br />
  16. 16. There’s more than one way to skin a cat. Eww.<br />How do you optimize a site for search engines?<br />Examples<br />Know your keywords and focus on the best<br />Include 200-800 words of relevant content<br />Use your metatags: title, keywords, description<br />Examine your site in SEO browser and adjust<br />Acquire incoming links from other relevant sites<br />Components of SEO<br />
  17. 17. Content is king.<br />How do you keep your site up to date?<br />Key Features<br />Separates content from design<br />Requires no extra software<br />Descriptive URLs<br />Notifies search engines of changes<br />Automatic RSS feeds<br />Consider: Dreamweaver, Contribute, WordPress, Joomla, Drupal<br />Content Management<br />
  18. 18. Visitors, conversion, revenue. Check.<br />How will you get this stuff to happen?<br />Your Plan<br />Get a site, any site, up and running<br />Begin measuring<br />No visitors? Buy ads. You need a conversion rate.<br />Get conversion rate up<br />Keep advertising so you continue to make money<br />Optimize for search engines<br />Measure, revise, test, repeat<br />Getting it Done<br />
  19. 19. It seems hard. I need help.<br />What if you are already too busy, but need this done?<br />Our Call to Action<br />
  20. 20. Go ahead. Ask. Thank you for coming.<br />?<br />Questions & Answers<br />