This document provides an internet marketing strategy for 2011. It notes that 81% of U.S. adults now use social media and traditional media is struggling. Search engine optimization, social media, paid search, mobile, and email are identified as top internet marketing tactics. The document also discusses tracking website traffic sources and goals, optimizing landing pages, and leveraging social media and other channels to drive engagement and traffic. Key recommendations include creating an internet marketing strategy document, prioritizing SEO over paid search, increasing content and analytics efforts, and testing website usability.
14. Changes in Media
“Interactive marketing will not be dominated by
a single revolutionary channel. It will grow to
$61 billion by 2012, driven by marketers who
will leverage a distribution of
channels rather than pour new
spends into a single place. This
perspective coupled with technology advances
will lead to a customer-centric future in which
interactive technologies actually infuse all
marketing efforts.”
Forrester Research
20. “Free” traffic – 75% click top 5
#3 for Golf Clubs
1.2M visitors in 6 months
21. Keyword Research
Keyword Global Monthly Searches Avg. CPC
checking accounts 450000 $11.03
small business checking account 2900 $16.79
personal checking account 14800 $8.56
adwords.google.com/select/KeywordToolExternal
Just search for “keywords” in Google…
26. Competitive Analysis
Bank of America
Pages of site indexed: 585,000
Links to website 452,000
Monthly visitors 25,528,998
Wells Fargo
Pages of site indexed: 187,000
site:blog.wellsfargo.com 4,510 pages
Monthly visitors 17,515,241
29. Local Ranks – High Conversions
#1 for in Google for “Credit Unions Massachusetts”
online banking ma #1
personal banking ma #1
ira savings accounts Massachusetts #1
small business banking Massachusetts #3
Visitor Traffic Jumps
In six months site visitors jumped from 10,519 to 37,141 – a gain of 253.08%
Metro Credit Union Website
40,000
35,000
30,000
25,000
20,000
15,000
10,000
5,000
0
April September
Site Visitors
51. Takeaways
1. Create internet marketing strategy doc.
2. Do more SEO than paid search
3. Feed blog to Twitter and Facebook
4. Do 3 usertesting.com videos $89
5. Double your content and analytics efforts
which is good for Social, SEO and PPC