University of Missouri Presentation

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  • Which site is safer from external threats?
  • University of Missouri Presentation

    1. 2. Background <ul><li>Rob Stretch & Franco Puetz </li></ul><ul><li>Mizzou graduates </li></ul><ul><li>Marketing team began work on VA Mortgage Center.com </li></ul><ul><ul><li>5 employees </li></ul></ul><ul><ul><li>Some web exposure </li></ul></ul><ul><ul><li>Generating roughly 20 online leads per week </li></ul></ul><ul><li>Drive traffic to the Website </li></ul><ul><li>How to Convert Visitors on your Website </li></ul>Enter Search Marketing & Lead Generation Fast Forward 5 Years … <ul><li>Veterans United Home Loans </li></ul><ul><li>Number 1 provider of VA Loans Nationwide </li></ul><ul><li>850+ employees in 7 states </li></ul><ul><li>1,000,000+ social subscriptions </li></ul>
    2. 3. The VUHL Process
    3. 4. Keyword Research <ul><li>It all starts here … </li></ul><ul><li>Identify relevant keywords </li></ul><ul><li>Quickly see demand and volume </li></ul><ul><li>Very first step in site planning </li></ul><ul><li>To an online marketer, this might be the first step in planning a new business </li></ul>https://adwords.google.com/select/KeywordToolExternal To a search marketer, every single phrase in an opportunity to acquire traffic and make money, from ‘textbooks’, to ‘tickets’ to ‘mortgage’
    4. 5. Google’s Anatomy <ul><li>Set up an account with Google </li></ul><ul><li>Write ads and bid on keywords </li></ul><ul><li>Set max bid </li></ul><ul><li>Pay when someone clicks on your ad </li></ul>Paid Ads Pros & Cons <ul><li>Can be a way to quickly test interest </li></ul><ul><li>Affordable </li></ul><ul><li>Long term can get expensive </li></ul>
    5. 6. Google’s Anatomy <ul><li>Free-ish </li></ul><ul><li>Determined by Algorithm </li></ul><ul><ul><li>age of website </li></ul></ul><ul><ul><li>on the page factors </li></ul></ul><ul><ul><li>back links </li></ul></ul>Organic, Algorithmic Results <ul><li>Not Really Free </li></ul><ul><li>Takes a long time to obtain </li></ul><ul><li>Hard to obtain </li></ul><ul><li>Often competing against established sites </li></ul>Pros & Cons
    6. 7. Off Page Optimization - Links <ul><li>Textbooks.com – 1094 links </li></ul><ul><li>Half.com – 659 links </li></ul><ul><li>BN.com – 140 links </li></ul><ul><li>Abes – 660 links (poor quality) </li></ul>Open Site Explorer http://www.opensiteexplorer.org/ Ranking for “textbooks” Link text helps determine relevancy “Find Chuck Norris” To determine the importance of a page, we first need to know the importance of all the pages linking to it
    7. 8. Lead Generation <ul><li>Online Customer Acquisition </li></ul><ul><li>Identified as one of the biggest growth areas in online marketing. </li></ul>“ Sign Ups” for Newsletters, Emails, More information. A request to be contacted
    8. 9. Advertisement Optimization Track, Tweak, Refine, Optimize <ul><li>Click Thru Rate (CTR) </li></ul><ul><li>Cost Per Click (CPC) </li></ul><ul><li>Conversion Rate </li></ul><ul><li>Cost Per Acquisition (CPA) </li></ul><ul><li>Keywords and negative keywords </li></ul>Annualized, Ad 1 will yield 576 more leads and cost $9,000 less! Ad 1 Ad 2
    9. 10. Conversion Optimization <ul><li>What to do with visitors to your site. </li></ul><ul><li>Improving your website conversion can exponentially increase your profits, with almost no added expenses. </li></ul><ul><li>Give your visitors a path to find the information they need. </li></ul><ul><li>Guide visitors into taking the desired action on your site. </li></ul>
    10. 11. Conversion Rate Optimization <ul><li>Converting at 5% </li></ul><ul><li>500 Visitors per month </li></ul><ul><li>25 Leads a Month </li></ul><ul><li>A lead is worth $10 </li></ul><ul><li>Revenue = $250 </li></ul><ul><li>Profit = $100 </li></ul><ul><li>Converting at 10% </li></ul><ul><li>500 Visitors per month </li></ul><ul><li>50 Leads a Month </li></ul><ul><li>A lead is worth $10 </li></ul><ul><li>Revenue = $500 </li></ul><ul><li>Profit = $350 </li></ul>You’ve doubled your revenue with no additional expenses! Two Websites
    11. 12. Conversion Optimization Our website in 2005
    12. 13. Conversion Optimization Our website in 2007
    13. 14. Conversion Optimization Our website in 2010
    14. 15. Conversion Optimization Our website today
    15. 16. Lead Cost Lead expenses for our main source have more than doubled in the past year. At $15 per lead, click costs per closed loan is $678. At $30 per lead that comes to $1355, per closed loan. For every hundred leads we will closed 2.2 loans based on our current funnel. Not all charts that are up and to the right are good
    16. 17. Beyond Search … <ul><li>VAMC Searches for new </li></ul><ul><li>Online Marketing Channels </li></ul><ul><li> Affiliate Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Collecting emails </li></ul><ul><li>Email tagging </li></ul><ul><li>Drip Campaigns </li></ul><ul><li>Building Communities </li></ul><ul><li>Blogging </li></ul><ul><li>Viral Marketing </li></ul><ul><li>Social Networking </li></ul>
    17. 18. Diversification… Not just for Finance Majors Site A Site B
    18. 19. <ul><li>Social Media is a _________ platform. </li></ul><ul><li>What function does social media serve within a company? </li></ul>
    19. 20. <ul><li>Social Media is a _________ platform. </li></ul><ul><li>“ Social Media is a Public Relations, Reputation Management, Customer Relations, and Marketing platform all rolled up in one.” </li></ul>
    20. 21. Facebook: Almost a Billion Users Can’t Be Wrong <ul><li>Great for personal use; why do marketers care? </li></ul><ul><li>Most targeted ads available </li></ul><ul><li>Sponsored stories and new advertising on the horizon </li></ul><ul><li>Search volume declining </li></ul><ul><li>Search Engines becoming social </li></ul><ul><li>Viral marketing potential </li></ul><ul><li>2010: Open Graph conquers the web </li></ul><ul><li>Almost a Billion users!! </li></ul><ul><li>Challenges for Marketers </li></ul><ul><li>SEM great for answering users’ questions, where does Social Media fit in? </li></ul><ul><li>Communication is now 24/7 </li></ul><ul><li>Customers now open to talk… are you ready? </li></ul>
    21. 22. Veterans United Invests in Social <ul><li>Since last year at this time, Veterans United has: </li></ul><ul><li>Increased its social network from <500 subscribers to over 900,000+ </li></ul><ul><li>Increased staff from a few interns to a Social Media Director and 8 interns </li></ul><ul><li>Secured a dedicated team of 3 to build and maintain a Facebook canvas application </li></ul><ul><li>But why? </li></ul>
    22. 24. Why invest in Social? <ul><li>Competitive advantages </li></ul><ul><ul><li>Large Scale Publishing platform </li></ul></ul><ul><ul><li>Social Media for SEO benefits </li></ul></ul><ul><ul><li>New way to target specific segments </li></ul></ul><ul><ul><li>Branding benefits </li></ul></ul><ul><ul><li>Extending the funnel </li></ul></ul><ul><ul><li>We know the ebbs and flows of internet marketing, and we know the time is NOW to invest in social! </li></ul></ul>
    23. 25. The Purchase Funnel
    24. 26. The Veterans United Funnel
    25. 27. Widening the Funnel with Social
    26. 28. VAMC Social Media Strategy <ul><li>Veterans United Network </li></ul><ul><ul><li>10 content channels (FB, Twitter, Blog) </li></ul></ul><ul><ul><li>20+ articles, videos, interactive content pieces each week </li></ul></ul><ul><ul><li>1,000,000+ Engagements </li></ul></ul><ul><ul><li>1.8 Billion Facebook ad impressions last year </li></ul></ul><ul><ul><li>Goal: Engagement and branding through niche content </li></ul></ul>
    27. 30. Testimonials Leads Engagement Real Results
    28. 31. Open Discussion

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