1. Online Marketing Company
Find out more about Ajax Union: www.ajaxunion.com
Follow Us On Twitter:
twitter.com/ajaxunion
Like On Facebook:
www.facebook.com/ajaxunion
Connect On Linkedin:
www.linkedin.com/companies/ajax-union
Call Ajax Union:
800-594-0444
8. Website ROI Optimization
• Straight-forward Homepage
• Organized Categories
• Detailed Products
• Check-Out Cart
• Security logos
• Call To Action! (above the fold)
• Phone/Email/Livechat Options
• Clear Shipping Instructions
• Order Processing Time
• Return Information
9. TODAY: Your Customers are online – are you?
97%
of consumers research products online
before buying
10. Content Marketing
59% of B2B marketers rate blogs as the most
effective content marketing tactic.
Half the companies in the U.S. don’t have websites!
Does Your Business
Have a Content Strategy?
11. Content Marketing
“Marketing Is
Impossible
Without
Great Content.”
• Blogging
• Articles
• Press Releases
• eBooks
• Infographics
• Case studies
• How-to guides
• Q&A’s
Content for your company can be presented
in a variety of media, including:
15. Why social media?
Stats about B2B Marketers:
• 60% have a social media strategy or plans to
create one over the next year
• 90% are active on Facebook
• 53% are active on Twitter
• 47% are active on LinkedIn
• 33% are active bloggers
(Penton Marketing Services, 2012)
16. Social Media
“Your Competition
Is Social.”
Where are you?
• Facebook
• Twitter
• Linkedin
• Google +
• Pinterest
• Instagram
87% of B2B content marketers us social media
(other than blogs):
17. Social Media
• In the first six months of promoted posts,
300,000 businesses used it with 75 percent
being repeat customers
• HubSpot ran a campaign on Facebook and
saw a 71 percent increase in sales.
Does Facebook Work for B2B Marketing?
Source: Dan Levy, director of small business at Facebook
20. Video
“People spend 20
seconds on video.”
YouTube is the second largest Search Engine!
• More than 1 billion unique users visit YouTube each
month
• Over 4 billion hours of video are watched each month
on YouTube
• 72 hours of video are uploaded to YouTube every
minute
21. Putting Video on your Website
• Having videos on your
site helps improve your
conversion rate!
• Video Types and
Placement:
– General company video
– perfect for homepage!
– Product videos – specific
product pages
– Fun videos – great for an
‘About Us’ page
22. Product Videos on your Site
• Having product videos is
great, but they need to
serve a purpose
• Ideas for product videos:
– More views and angles of a
product
– Instructional/how-to video
for the product
– Testimonials/reviews
about the product from
past customers
23. Video Blogging
• Great for building your brand and creating
regular content for your business!
• Ideas for video blogs:
– Product videos
– “How-To” videos
– Commercials
– Viral Videos (more creative and fun)
• Goal: generate engagement with your videos
– Encourage comments and feedback, and follow up
when people do leave messages!
24. Check out GrowTime!
A web series where CEO Joe Apfelbaum talks about
business, marketing, and technology!
www.growtime.tv
27. SEO is the process that allows search
engines to understand your website.
28. Define your SEO goals
1) Research Keywords
2) Create Campaigns
3) Measure Results
29. On Site SEO VS Off Site SEO
On Site
SEO that can be done on your
site without exterior elements.
Off Site
SEO-based marketing that
is done outside your
site.
• Title tags and meta tags
• H1 tags
• Graphic alt text
• Layout and design elements
• On-site articles/blogs
• Keyword density
• Keyword-formatted URLs
• Fresh content
• Indexing
• Internal linking
• XML Sitemap
• Robots.txt file
•Back-linking or inbound linking
•Article directory submissions
•Commenting on related sites,
forums and blogs
•Social network marketing
•SEO-friendly directory
participation
•Press releases
•Optimized video submissions
•Keyword analysis
•RSS Feeds
•Posting on Q&A sites
•Trackbacks
31. SEO and Content Writing
Three Content Writing Tips
Make sure to use: relevant
keywords and linkable content.
Incorporate your keywords into
your backlinks to reinforce the
keywords for Google.
Don’t overstuff your text with
keywords. Keywords should be 5 – 7
% of the total copy.
Makes Your Website Come Up
In Search Engines
Helps Your Business Be Seen
Online
Gives You Credibility On The
Internet
Allows you to get leads and
make sales
Search Engine Optimization
33. The anatomy of a search results page
Ads (Google AdWords)
34. Google AdWords
• Get relevant traffic to your website.
• Only pay when people come to your site
• Optimize for the keywords that convert
• Target people in your geographic area
• Customize your message
• Spend as much or as little as you like
• Banner advertising can tap into 80% of users
• Most effective return on adspend
• Measurable ROI
35. Remarketing Ads
• Follows visitors who have been to your site
• Brings customers back to your page to complete an action
• Out of sight, out of mind
• Can target different ads for users who searched different products
36. Match Type
How keyword
appears in
AdWords:
The ad will
show when:
The ad will show when
a searcher types:
Broad Caribbean Cruise
Any word combination
related to part of or all of
the keyword or related
terms in any order
Caribbean Cruise Ships
Tropical Cruise
+Broad +Modifier +Caribbean +Cruise
Words related to every
word with a + sign in front
of it in any order
Caribbean holiday Cruises
Cruise holiday in Caribbean
Cruise in Carribean
“Phrase” “Caribbean Cruise”
Keywords are typed in the
exact order specified. Can
have other words before
and/or after.
Cheap Caribbean Cruise
Caribbean Cruise deals
Luxury Caribbean Cruise
[Exact] [Caribbean Cruise]
Keywords must be only &
exactly what the user
types in
Caribbean Cruise
-Negative - Tom
Ads will not appear when
this search term is entered
in the query
Add will not show if
someone types:
Tom Cruise
Keyword Match Types
40. Build An Email List
• Make sure your website has an opt-in registration to your join
your email list
• Ask for a co-sponsored email from an online content site
• Get leads from lead directories and databases
• Use sites like LinkedIn, JigSaw, Lead411 and other lead
directories to find leads
• Manage a template email that your sales team can use to send
to contacts found in lead directories.
• Should you buy a list?
41. Optimize Your Call To Action
• Eye-catching; first thing readers see
• Easy to understand
• Above-the-fold
• Link to the proper landing page
• Have a simple registration form
42. Choose an ESP
Five Things to Consider When Choosing an Email Service Provider.
• Make sure the provider’s application is intuitive and easy to use.
• Research ESP prices so you can accurately estimate your costs.
• Can you keep your send lists organized and maintained through your
account? Find out!
• Will they manage responses, remove opt-outs from future lists, and
provide tracking reports?
• What type of lead nurturing software do they offer so that you can manage
contacts as they move through your email marketing and into your sales
cycle?
WE RECOMMEND:WE RECOMMEND:
44. Optimize Your Email Message
• Keep a consistent voice
• Make sure all links are correct
• Always have someone proofread your email
• Create an effective email layout
• Spread out your emails –
don’t harass your list!
45. 26
Am I creating
effective content?
How can I improve
site interaction?
What keywords did they use
to get there?
Where are my visitors
coming from?
Google Analytics
Where are visitors
abandoning my shopping
cart? Why?
Providing Answers to Difficult Questions
www.google.com/services/smallbusiness
47. Ajax B2B Analytics Tool:
A More Detailed Analysis
• Easy-to-understand analytics for your websites
• Translates data into information for ANY level user
• Real-time visitor identification and behavior tracking
• Lead generation and conversion management
• Online campaign tracking and ROI measurement
• Customized, presentation-ready reporting
• Easily integrated plug-n-play solution
55. Ajax Union Events!
For more events, visit www.ajaxunion.com/events
Email: marketing@ajaxunion.com
Our next event is
coming up on
Monday, 5/13:
CEO Networking!
57. Find out more about Ajax Union: www.ajaxunion.com
Questions?
Comments?
Concerns?
58. Thank you!
Find out more about Ajax Union: www.ajaxunion.com
What Strategies Are YOU
Going to Implement TODAY?
59. Online Marketing Company
Find out more about Ajax Union: www.ajaxunion.com
Follow Us On Twitter:
twitter.com/ajaxunion
Like On Facebook:
www.facebook.com/ajaxunion
Connect On Linkedin:
www.linkedin.com/companies/ajax-union
Call Ajax Union:
800-594-0444
Editor's Notes
Some Key Statistics to Keep In Mind: 97% of consumers in the U.S. research products online before buying (Kelsey Group) Only 54% of small business owners believe that they’re making technology work effectively for their businesses in 2010, down from 60% in 2009. 1 When small business owners think about their presence online, they often think it’s too hard, too expensive or not right for their business. Google provides many resources to help business owners navigate promote themselves online. In this presentation we will provide an overview of some of these tools.
In the above example, we see the “natural” or “organic” results. Google displays links to Web pages it determines to be the most relevant to the search query. A click on these links does NOT cost the owner of the website money. ***NOTE TO TRAINER - there are many varieties of Search Engine Results page. Please keep these slides up-to-date ***
There ’s been a steady increase in searches for coupons since 2004, with searches predicted to increase in 2011. Customers are looking for ways to save both with online purchases and in stores.
There ’s been a steady increase in searches for coupons since 2004, with searches predicted to increase in 2011. Customers are looking for ways to save both with online purchases and in stores.
In the above example, we see the “natural” or “organic” results. Google displays links to Web pages it determines to be the most relevant to the search query. A click on these links does NOT cost the owner of the website money. ***NOTE TO TRAINER - there are many varieties of Search Engine Results page. Please keep these slides up-to-date ***
In the above example, we see the “natural” or “organic” results. Google displays links to Web pages it determines to be the most relevant to the search query. A click on these links does NOT cost the owner of the website money. ***NOTE TO TRAINER - there are many varieties of Search Engine Results page. Please keep these slides up-to-date ***
Google AdWords succeeds because it delivers prospects to you at the precise moment they are looking for you. To directly compare: with traditional advertising, you have to search for your customers, but with AdWords, customers quite literally search for you! For example, if you are a Nashville based shop offering Poodle grooming, you might bid on the keyword “Poodle Groomer Nashville.” When a searcher types in that query, your ad may appear with the search results, connecting you to a prospect.
Before we can strategize ways to get our website found, it is helpful to understand how a search engine results page is organized. Keep in mind that this page may look different for different searchers based on factors like their geographic location, their search history, and their page settings. At the top, the searcher can type in a word or phrase. This is called a search query. Searchers type these words in to help find appropriate websites and webpages within those sites. Google will display the most relevant results it can, based on the keywords and information it has about the searcher. ***NOTE TO TRAINER - there are many varieties of Search Engine Results page. Please keep these slides up-to-date ***
To begin to understand why some visitors aren ’t converting on your website, you need to understand what they did on your website. This is called website analytics data -- and you can use it to better understand the strengths and weaknesses of your website. This helps you get into your customer’s mind set. ** stress that point. Google provides a free, hosted analytics solution called Google Analytics, GA for short. GA is free, and powerful. Some of the largest brands and websites in the world have opted to use this solution, and hundreds of thousands of websites now rely on GA for web analytics. With more than 80 highly customizable reports, GA helps answer questions about the effectiveness of your website ’s content, how engaged your users are with the site, where they abandon your shopping cart and much more. Using this data, you can make smart decisions and make sure that the money spent on AdWords is delivering the results you want.
You can use GA to get information like how many visitors came to your site during a given time? How many of them were unique visitors? How many pages were viewed (and which pages were more popular?) How much time did a visitor spend on your website, on average? This is just a taste of the types of questions you can answer with GA data.
Some Key Statistics to Keep In Mind: 97% of consumers in the U.S. research products online before buying (Kelsey Group) 77% of Internet users SEARCH on a daily basis 71% of online Americans have bought a product via the web. One in three searches has local intent. Only 54% of small business owners believe that they ’re making technology work effectively for their businesses in 2010, down from 60% in 2009. 1 When small business owners think about their presence online, they often think it ’s too hard, too expensive or not right for their business. Google provides many resources to help business owners promote themselves online. In this presentation we will provide an overview of some of these tools.
Some Key Statistics to Keep In Mind: 97% of consumers in the U.S. research products online before buying (Kelsey Group) 77% of Internet users SEARCH on a daily basis 71% of online Americans have bought a product via the web. One in three searches has local intent. Only 54% of small business owners believe that they ’re making technology work effectively for their businesses in 2010, down from 60% in 2009. 1 When small business owners think about their presence online, they often think it ’s too hard, too expensive or not right for their business. Google provides many resources to help business owners promote themselves online. In this presentation we will provide an overview of some of these tools.
Some Key Statistics to Keep In Mind: 97% of consumers in the U.S. research products online before buying (Kelsey Group) 77% of Internet users SEARCH on a daily basis 71% of online Americans have bought a product via the web. One in three searches has local intent. Only 54% of small business owners believe that they ’re making technology work effectively for their businesses in 2010, down from 60% in 2009. 1 When small business owners think about their presence online, they often think it ’s too hard, too expensive or not right for their business. Google provides many resources to help business owners promote themselves online. In this presentation we will provide an overview of some of these tools.
