Making Sense of Internet Marketing for Manufacturers for the 2010 CMBC

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Making Sense of Internet Marketing for Manufacturers was given at the 2010 CONNSTEP Manufacturers and Business Conference. It outlines many different techniques to help manufacturers grow their business online through the use of SEO, SEM, Social Media, and Web Analytics.

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  • Making Sense of Internet Marketing for Manufacturers for the 2010 CMBC

    1. 1. Making Sense of Internet Marketing<br />Kathy Hokunson<br />Site-Seeker, Inc.<br />
    2. 2. Who are we?<br /><ul><li> Founded in 2003
    3. 3. Corporate Office in New Hartford NY
    4. 4. Satellite offices in Bloomfield CT & Boston MA
    5. 5. Employs 20 in CNY, CT & MA
    6. 6. Full Service Internet Marketing Agency
    7. 7. Search Engine Optimization Services
    8. 8. Pay-Per-Click Management Services
    9. 9. Social Media Implementation and Mgmt
    10. 10. Web Design, Development, Applications & Testing
    11. 11. Analytics</li></li></ul><li>What We Will Cover<br />- Internet Marketing and your audience:<br />Understanding the Technical Buyer<br />- Cornerstones of Internet Marketing:<br />Drive, Convert & Measure<br />- What are the key components of Internet Marketing<br />SEO, PPC, Social Media, Technical Content<br />- Social Media<br /> Online Networking In A B2B Environment<br />- Effective Websites<br />Riverhawk Case Study<br />- Return on Investment<br />What to Measure<br /> - Audience website audits<br />
    12. 12. Quick Video<br />
    13. 13.
    14. 14. Show of Hands<br />How many of you…<br /> …are currently successfully generating opportunities online?<br />…think you could be doing a better job generating online opportunities?<br />…are not sure where to start?<br />
    15. 15. Why is Internet Marketing challenging?<br /><ul><li>Hard to break old habits
    16. 16. You don’t do it every day
    17. 17. The options are expanding rapidly
    18. 18. We are in a technology revolution
    19. 19. Buyer behavior and expectations have changed
    20. 20. Your website has to act like a 24 hour per day salesperson</li></li></ul><li>Understanding Technical Buyers<br />
    21. 21. Strategy<br />Authority<br />Symptoms<br />Information courtesy of Enquiro Research<br />
    22. 22. Online Use By Phase<br />Information courtesy of Enquiro Research<br />
    23. 23. Over 88% of technical buyers surveyed would go online when involved in a purchase decision.<br />Even in the negotiation phase, 70% of technical buyers consult various online influencers.<br />- Information courtesy of Enquiro Research<br />
    24. 24. So where do they go?<br />
    25. 25. Budgetary Influences on Destination<br />
    26. 26. How much time do they spend?<br />
    27. 27. How They Use the Internet<br />Based on the survey performed by Enquiro:<br /><ul><li> Google holds a dominant position – 77.7% of respondents start in Google
    28. 28. 74.4% choose an organic link
    29. 29. 18.7% choose a sponsored link – 12.2% clicked on a top ad while 6.5% clicked on the right rail ads
    30. 30. Top 4 organic listings captured 52.6% of all click thrus with 27.1% going to the #1 position</li></li></ul><li>What Buyers Expect to Find Online<br />Information relevant to their need . . .<br />Do you have what I searched for?<br /><ul><li>Online Catalog or Product Pages
    31. 31. Searchable Technical Content – easy to navigate
    32. 32. Product Manuals or Spec Sheets</li></ul>Can you help me?<br /><ul><li>Technical Support
    33. 33. Contact Information – easy to find
    34. 34. What do other people think about this product or service?</li></ul>“When asked what the top influences were on the purchase decision, respondents across all phases indicated that the website of the vendor . . . and search engines were the most important influencers.”<br />
    35. 35. How has this impacted business . . .<br />
    36. 36. How Products Used to be Purchased...<br />I need a …<br />Where do I get it?<br />Shop<br />Months<br />Evaluate<br />Negotiate<br />Buy<br />
    37. 37. ... Today (In the Internet Era)<br />I need a …<br />Where do I get it?<br />Online<br />Shop<br />Evaluate<br />Negotiate<br />Prospect contact <br />Buy<br />
    38. 38. What does this mean to you?<br /><ul><li>Prospects don’t call as much
    39. 39. They are more informed when they do call
    40. 40. You must place your website in the path of prospects
    41. 41. Your website must be your best sales person</li></li></ul><li>If you don’t meet the expectations of visitors…<br />… your no 1 competitor is…<br />
    42. 42. Drive<br />Convert<br />Your Website<br />Cornerstones to a successful Internet marketing strategy<br />
    43. 43. Search Engine Marketing (SEM)<br />Is a form of Internet marketing seeking to promote websites by seeking to improve their visibility in search engine results pages (SERP’s).<br /><ul><li> In 2008 North American advertisers spent 27.5 billion on SEM, a 22% increase over 2007 and a 40% increase over 2006.
    44. 44. From the emarketer digital intelligence website</li></li></ul><li>Search Engine Marketing (SEM)<br />SEO<br />Pay-Per-Click<br />The process of improving the volume and quality of traffic to a website from search engines via “natural” (“organic” or “algorithmic”) search results. <br />An Internet advertising strategy used on search engines, advertising networks, and content websites, such as blogs, where advertisers bid on keywords to achieve ad placement.<br />
    45. 45. DRIVESearch Engine Optimization(SEO)<br />
    46. 46. That was then ...<br />- Google<br />
    47. 47. This is now ...<br />- Google<br />
    48. 48. Will Bing be a contender . . .<br />
    49. 49. Standard Google SERP<br />
    50. 50. Competitive Research - Step 2<br /><ul><li>Who are your competitors?
    51. 51. What keywords are they using?
    52. 52. What keywords are they being found for?
    53. 53. Where do they get their inbound links from?</li></li></ul><li>Establish Baseline & Benchmarks - Step 3<br /><ul><li>What keywords do you want to measure your position for?
    54. 54. What do you want to use to measure effectiveness?</li></ul>RFQ’s, Phone calls, Increased traffic, position<br /><ul><li>Establish Conversion Funnels and measure what is important to you.</li></li></ul><li>Local Search<br />
    55. 55. Get Listed - Step 1<br />
    56. 56. Get Listed - Step 2<br />
    57. 57. Google Local Video<br />© 2009 Site-Seeker, Inc.<br />
    58. 58. Local Search - Summary<br /><ul><li>Free
    59. 59. Easy
    60. 60. Trackable
    61. 61. Gets you there with little to no effort</li></li></ul><li>DRIVE<br />Pay-Per-Click(PPC)<br />
    62. 62.
    63. 63. Getting Started<br /><ul><li> Keyword research
    64. 64. Create negative words
    65. 65. Establishing a budget
    66. 66. Create budget parameters: Maximum spend by day, week or month
    67. 67. Create effective display parameters
    68. 68. Content Network?
    69. 69. Time of day and days of week?</li></li></ul><li>Ad Group<br />Ad 1<br />Ad 2<br />Ad 3<br />Account<br />Campaign<br />Basic Pay-Per-Click Structure<br />
    70. 70. According to Google online advertising should . . .<br />- Google<br />
    71. 71. - Google<br />
    72. 72. Localized Search – Organic & PPC<br />General Rule of Thumb<br /> If a company can only survive (or thrive) locally…<br />… then a portion of the people searching for the Company’s products or services will refine their search using geographic modifiers<br /> Country, State/Province, City/Town/Village, Zip/Postal Code <br />
    73. 73. DRIVE<br />Social Media<br />
    74. 74. YouTube<br />
    75. 75. Video is quickly becoming as widespread a content medium online as text!<br />24 Hours: The amount of video uploaded to YouTube every Minute.<br />1,000 Years: The amount of time it would take to watch every video on YouTube.<br />100 Million: The amount of YouTube videos watched everyday.<br />
    76. 76.
    77. 77.
    78. 78.
    79. 79. Monitor Successes<br />
    80. 80. Monitor Successes<br />Is this your target audience?<br />
    81. 81. DRIVE<br />Social Media & Technical Content<br />
    82. 82. What types of content do you most frequently pass along?<br />- Marketing Sherpa<br />
    83. 83. Technical Content in Search<br />Screenshot of <br />
    84. 84. Technical Content as a Landing Page<br />Screenshot of <br />
    85. 85. Technical Content as a Blog<br />
    86. 86.
    87. 87.
    88. 88.
    89. 89. Convert & Measure<br />
    90. 90. How buyers use the Internet<br />Based on the survey performed by Enquiro:<br /><ul><li> Google holds a dominant position – 77.7% of respondents start in Google
    91. 91. 74.4% choose an organic link
    92. 92. 18.7% choose a sponsored link – 12.2% clicked on a top ad while 6.5% clicked on the right rail ads
    93. 93. Top 4 organic listings captured 52.6% of all click thrus with 27.1% going to the #1 position</li></li></ul><li>What buyers expect to find online<br />Information relevant to their need . . .<br />Do you have what I searched for?<br /><ul><li>Online Catalog or Product Pages
    94. 94. Searchable Technical Content – easy to navigate
    95. 95. Product Manuals or Spec Sheets</li></ul>Can you help me?<br /><ul><li>Technical Support
    96. 96. Contact Information – easy to find
    97. 97. What do other people think about this product or service?</li></ul>“When asked what the top influences were on the purchase decision, respondents across all phases indicated that the website of the vendor . . . and search engines were the most important influencers.”<br />
    98. 98. Clear Contact Points<br />Products Organized by Type AND Application<br />
    99. 99. Case Studies & Engineering Tools<br />
    100. 100. Engage your visitors with easy to use contact forms<br />
    101. 101. What happens when you do engage them?<br />
    102. 102. Short Form Submission<br />October 2009<br />120 Long Forms Submitted<br />142 Short Forms Submitted<br />262 Total<br />114.75%<br />
    103. 103. Case Study<br />Riverhawk Company<br />“Our Internet marketing program is the single best marketing investment we have made.” <br />– Kevin Sanger, VP Sales & Marketing<br />
    104. 104. The Company<br />Riverhawk Company<br />www.riverhawk.com<br />Industry: <br />Hydraulic Mounting<br />Equipment Manufacturing<br />Custom Manufacturer <br />&<br />Engineering Services<br />
    105. 105. The Problem<br /><ul><li>4 year old website
    106. 106. Not optimized for organic search
    107. 107. No standard terminology to describe offering
    108. 108. Not reaching prospects with solutions
    109. 109. Existing traffic not converting
    110. 110. Poor website navigation</li></li></ul><li>The Plan<br /><ul><li>Optimize for organic search
    111. 111. Streamline website navigation
    112. 112. Increase brand awareness as engineering resource / solution provider
    113. 113. Improve use of website real estate
    114. 114. Develop valued content
    115. 115. Establish website performance baseline and competitive analysis
    116. 116. Implement web analytics to evaluate improved website performance
    117. 117. ROI as success metric</li></li></ul><li>
    118. 118. April new site published<br />Site baseline: <br />May-June<br />New site data: <br />May - June<br />Approximately 53% more traffic since new site was launched<br />
    119. 119. Client Found for “Name” Searches<br /># of Visitors that searched by NAME – stayed the same<br />
    120. 120. Client Found for “non-name” Searches<br />95% increase in prospect group traffic<br />
    121. 121. Stickiness<br />Visitors that searched by name are now finding more value and staying on site longer.<br />
    122. 122. When you combine the site’s ability to engage users <br />and increase traffic the results can be dramatic.<br />
    123. 123. So What!?<br />What does this mean:<br /> …who is on my site?<br />…how did they get there? <br /> …what are they doing?<br />
    124. 124.
    125. 125.
    126. 126.
    127. 127.
    128. 128. The Payoff<br /><ul><li>53.2% increase in overall site traffic
    129. 129. 94.4% increase in prospect traffic
    130. 130. 174.3% more prospects stayed on the new website
    131. 131. 50 new inquiries per month (phone and email) with a 26% close ratio
    132. 132. First year revenue in excess of $750K
    133. 133. ROI = 345%</li></li></ul><li>Key Points<br /><ul><li>Incorporate measurement into your marketing goals
    134. 134. Monitor for continuous improvement
    135. 135. Your website is a process, not a project</li></ul>Remember: You cannot manage what you cannot measure!<br />
    136. 136. Vertical <br />Websites<br />Social<br />Media<br />Return on Investment<br />Your Website<br />Your website is a machine….<br />
    137. 137. ABC Co., sells widgets<br />Here is an example of the power of managing drive, convert and measure.<br />Baseline results<br />
    138. 138. Increase traffic only<br />
    139. 139. Increase<br />conversion only<br />
    140. 140. Impact on Profit<br />+ $18,000<br />+ 69%<br />
    141. 141. Bring it all together…<br />Let’s look at your websites.<br />
    142. 142. "The increase in our website traffic is so large <br />that we are having trouble keeping up with it; however, that's a problem we're grateful for! <br />Before we teamed up with Site-Seeker, our website traffic was virtually non-existent.”<br />
    143. 143. "Site-Seeker has done a tremendous job working with us to improve our internet marketing efforts.”<br />“Site-Seeker takes a refreshing analytical approach to <br />internet marketing and it is really paying off.”<br />“Since May of 2003, we have experienced a <br />10 fold increase in traffic to our website, <br />the average length of visit has increased by 33% <br />and users are viewing more product pages. “<br />

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