18. INSIGHT TOOLKIT
Begin where you are
• Are we using the Internet to grow our
business?
• Who are our online competitors?
• What works for other businesses?
30. Search Engine Results Page (SERP)
Paid Paid Search (PPC) Google Places
Search gets you here.
gets you Google Map
here.
Now, please put eyes
Where are your
drawn on this page?
yourself in the shoes of
Organic Search
one of these business
Local owners.were the consumer
If you
conducting this search,
SEO what might your next
gets What are some of the
action be?
things that you can
you infer about Internet
here Google Places Marketing for your
(blended) business from this
Paid Search (PPC)
search?
Organic Search
32. SEO Considerations
Local Matters: Find and claim your
listings on major search engines
Consistency is Key: Make sure that your
Business NAME, ADDRESS, and PHONE
(NAP) are consistently listed
everywhere.
N
34. Google Adwords
Google themselves describe AdWords as “an automated
auction.” Advertisers compete for particular keywords based
on their business. It’s fundamentally simple:
1-You write the text advertisements that you want to appear
on Google SERP
2-Choose relevant keywords that you believe a person
searching on Google would type in when looking for your
business.
3-When Google users perform a search and include the
keywords that you’ve included, the top ads appear in the
‘Sponsored Results’ section.
4-If the user clicks on your advertisement, then you will be
charged. Google assesses a Cost Per Click of the keywords
based on their value. This is called CPC.
Recommended Reading: https://www.google.com/intl/en_us/adwords/select/steps.html
35. Google Analytics
Measuring and Analyzing your Website Traffic: Google Analytics is
a free service offered by Google that allows you to track activity on your
website. By implementing Google Analytics on your website, you can find
out how people found your site, how they explored it, and how you can
enhance their visitor experience. This information will help you know
how to improve the experience of visitors, measure the success of your
internet advertising, and make it work more effectively for your business.
Suggested Reading: http://www.google.com/analytics/learn/index.html
37. Online Display
People do a lot of things on the Internet besides
Search! In fact, while the search engines are
essential, studies show that less than 5% of
online time is spent searching.
Beyond SEM, there are many other digital
advertising strategies available to business
owners including mobile, content ads, mobile
ads, email marketing, social media, and display.
Take a look at DISPLAY advertisements and the
networks where they typically appear.
Recommended Reading: http://searchengineland.com/5-reasons-online-display-advertising-is-
simpler-than-ever-96860
38. What is an Ad Network?
• An advertising network allows advertisers to run
online display ads on a wide variety of sites that are
not under common ownership.
• By collecting data about people’s online and offline
behavior, ad networks are able to place an
advertiser’s message in front of the right audience.
• The advertiser is buying “people,” not sites.
41. Social Media
Social Media sites such as Facebook,
Twitter, YouTube, and Linkedin are
regularly visited by almost 200 million
Americans. Attributing for billions of
dollars in revenue and hundreds of
thousands of interactions every
minute.
It’s an essential part of a smart
Internet Marketing strategy.
RECOMMENDED: https://www.facebook.com/ScottAdvertisingSocial
http://www.usatoday.com/money/smallbusiness/story/2012-02-16/small-business-social-media-outreach-smachburger/53122300/1
43. REACH THE FASTEST GROWING AUDIENCE
By 2014, there will be more mobile Internet
users than desktop/laptop users.
• Mobile coupons get 10 time the redemption rate of
traditional coupons
• 70% of all mobile searches result in action within 1 hour
• 25% of Americans use ONLY mobile devices to access the
internet
• 9 out of 10 mobile searches lead to action. Over half lead to
a purchase.
• Mobile ads perform 4 – 5 times better than online ads in key
metrics such as brand favorability awareness, and purchase
intent.
*Source: Microsoft Tag Mobile Marketing Report, 2011
Source: http://www.slideshare.net/HubSpot/50 -mobilefactsdeck62812
44. STRATEGIC CONSIDERATIONS
• SEO – Search Engine Optimization
• Find-ability and local search results
• Paid Search Campaigns
• Engagement – Social, Email Marketing,
• Content – onsite, push, and paid
• Mobile
45.
46. GOALS NEED TO BE
SMART
SPECIFIC
MEASURABLE
ACTIONABLE
REALISTIC
TIMELY
55. Advertiser gets
frustrated Complexity and lack
concludes that digital of time
doesn’t Avoid the results in poor
work for them Digital understanding
Death Spiral
Poor management yields
poor results
56. THE VOICE OF EXPERIENCE
• Don’t under-estimate the investment necessary, a pitfall particularly
common in SOCIAL. Facebook is free, but using it to grow your business
has a very real value and should be considered worthy of investment.
• Be realistic about your ability to manage in-house.
• Optimization takes time, this is a FAST marketplace, but these are not
typically overnight success stories
• Just like the old seamstress advice to “Measure twice, cut once”,
carefully monitor your tactics. Measure and increase your investment
in what works, adjust what doesn’t.
60. Search - Where the Money is…
Source: IAB Full Year 2011 Report, released April 2012
61. Setting an Internet Marketing budget
• Consider the value of a conversion
• What type of business are you in? Consumer retail companies will often spend substantially more (around 10-15%) on overall
marketing than a B2B company (around 5-7%). Of that, a good rule of thumb is 15 – 20% for Internet, although that number is
trending upward
• There are countless variables that affect this, but using that number, here are some “industry averages” for typical advertising
spends:
Annual Revenue B2B Company Marketing Internet Marketing at Consumer Company Internet Marketing at
Budget at 5% of Revenue 15% of B2B Company Marketing Budget at 15% 15% of Consumer
Marketing Budget of Revenue Company Marketing
Budget
$500,000 $25,000 $3,750 $75,000 $11,250
$1,000,000 $50,000 $7,500 $150,000 $22,500
$2,500,000 $125,000 $18,750 $375,000 $56,250
$5,000,000 $250,000 $37,500 $750,000 $112,500
$10,000,000 $500,000 $75,000 $1,500,000 $225,000
61
63. YOUR AUDIENCE.
BY ALL MEANS.
THANK YOU!!
Cyndee S. Harrison
Senior Digital Consultant
MLive Media Group – Detroit Market
313-720-7808
CHarri11@mlive.com
Editor's Notes
Where do your eyes go? What do you read?50% of people look at the top paid result (lots of people ignore the SEM because they know it’s a paid commercial)100% of people look at the top organic resultThink of SEO as OWNING and SEM as RENTING
Google launched their version of the yellow pages 6 or 7 years ago (Google Places). Google came up with a way to figure out who should appear highest. Local businesses are opening and closing all the time, moving, etc. and remember that Google wants to be sure that their data is the best and most accurate.They discovered that NAP is the core of their business. Higher consistency is higher confidence (is this a shady business locaed on someone’s kitchen table?)Reviews are a separate signal, lower
Make the point that Social Media is all about CONVERSATION and engaging with your audience. One of the MOST important elements of any successful social media campaign is an internal champion – having someone IN the organization who is able to dedicate the time and attention to properly feed and water your online presence. f
Website marketing – if you’re building a new site, expect to spend 2x that amount again in the first year in order to sufficiently support the launch.(Ford spend 25% on Internet Marketing for example).
