Online Marketing Success in 2016 An overview created by Top Draw on how: - online marketing has changed, - the difference between regular and local SEO, - information on marketing automation, - and much more!

1. Online Marketing Success in
2016
Adriel Michaud
Top Draw Inc.
topdraw.com/presentations

2. Overview
● How Online Has Changed
● Creating a goal framework
● Regular old SEO
● Local SEO
● AdWords
● Social
● Marketing Automation
● Question Period

3. About Top Draw
Online Marketing Agency
● Build Websites
● Online Marketing
Online Agency since 1995
Focus on results

4. How Online Has Changed
● It’s no longer that easy

5. Online Space

6. Online Space

7. Don’t give up!

8. Online Marketing Goal Framework

9. Goals: Sample
● Goal: Customer Acquisition
● Goal: Reduce Costs
● Goal: Customer Satisfaction
Lead Acquisition: Measure Cost Per Acquisition (CPA)

10. Regular Old SEO

11. Organic SEO

12. Ranking in Organic SEO
● Generally out of reach: extremely competitive
● Requires in-house or agency to build & maintain

13. Local SEO

14. Local SEO

15. Local SEO

17. Google My Business
● Claim your location (phone call or postcard to verify)
● Add logo, background image.
● Add business info: phone number, category,
description, photos, videos, etc.
● Add business hours.

18. Business Locations on Other Platforms
● Claim your location (phone call or postcard to verify)
● Add logo, background image
● Add business info: phone number, category,
description, photos, videos, etc.
● Add business hours.

19. Reviews

20. Negative Reviews

22. Google My Business - Getting Reviews
● Create a rigorous after-sales process that generates
reviews and testimonials.
● Use marketing automation if your volume is high.

23. Google My Business - Getting Reviews

24. AdWords

25. AdWords

26. AdWords

27. AdWords

28. AdWords

29. Advertising via AdWords
● $3/click
● 5 calls per 100 clicks
● Close 50%
● Advertising cost per closed sale: $120
Cost Per Acquisition: CPA

30. What is Remarketing?
• Remarketing is a way for you to show your ads to people who
visited your website but didn't complete a desired action; for
example, making a purchase or signing up
• It is a powerful way to stay engaged with your target audience and
can radically improve return on investment for your marketing
campaigns

31. What are the benefits of Remarketing?
More relevancy, more leads Remarketing increases the relevancy of
your campaigns. You're targeting the right people with the right
message
Wide coverage The Google Display Network reaches millions of
unique internet users around the world
Message evolution With Remarketing you move from a generic
message to a segmented message once prospects have visited your
site and expressed interest

32. A user visits your
website but does not
make a purchase or
complete an action
Google places a
“cookie” in this user’s
browser to show they
visited your website
The user leaves your
website and navigates
through other websites
on the Google Display
Network
The “cookie” triggers
your ad to show on
these GDN sites. This
gives you another
chance to advertise to
this user
How does it work?

33. Your audience before Remarketing.
• People are searching the internet for products and services
• They benchmark and compare during the buying process, so it’s
important to ensure you have a presence when they do so

34. • You can target people who have previously visited your
website but not performed a desired action
• For each new site they visit they are served your ad again -
reminding them of your business as they continue to browse
the web
Your audience with Remarketing.

35. How can I make it work for me?
• The key is to have very tactical messages
– drive customers to your website with an exclusive offer
• Target people who have browsed your website but not converted
• Target customers who have started but not completed an online form

36. Conclusion: Why should I use Remarketing?
Remarketing gets results.
• Generally, new visitors do not convert on the first visit
• Retarget the right users with the right message and you could
increase conversions

37. Performing AdWords for Real Estate
● Easy to spend a lot of money for no leads
● Requires in-house expertise or agency to maintain

38. Social

39. Social

40. Marketing Automation

41. Marketing Automation

42. Marketing Automation
● Tracks customer touchpoints more rigorously
○ Website form fills, Website visits, Phone calls, Online chat,
Social media engagement, Newsletter clicks, etc.

43. Marketing Automation
● Automates common customer workflows

44. Marketing Automation

45. Questions?
Full slide deck at: www.topdraw.com/presentations