This document provides an internet marketing strategy for 2011. It notes that 81% of U.S. adults now use social media and traditional media is struggling. Search engine optimization, social media, paid search, mobile, and email are identified as top internet marketing tactics. The document also discusses tracking website traffic sources and goals, optimizing landing pages, and leveraging social media and other channels to drive engagement and traffic. Key recommendations include creating an internet marketing strategy document, prioritizing SEO over paid search, increasing content and analytics efforts, and testing website usability.

1. www.mcdougallinteractive.com
John McDougall
978-750-8000 jdm@mcdia.com

2. Internet Marketing Strategy
for 2011

3. Internet Marketing Strategy
for 2011

4. Digital Revolution
81% of U.S. adults with web use
social media Forrester Research

5. Traditional media is in trouble
Newspaperdeathwatch.com
thechaosscenario.net Photo: azrainman.com

6. Digital Revolution
Comments 27,114

7. Add value or be blocked out

8. OMG – We are at less than 30%
6.8B People
28.7 % on web now
Mobile rules by 2014

9. Search your television!

10. Stats – War to control the web

11. Despite 60% lower cost per lead

12. Search largest, Mobile/Social Hottest

13. What’s wrong with this picture?

14. Changes in Media
“Interactive marketing will not be dominated by
a single revolutionary channel. It will grow to
$61 billion by 2012, driven by marketers who
will leverage a distribution of
channels rather than pour new
spends into a single place. This
perspective coupled with technology advances
will lead to a customer-centric future in which
interactive technologies actually infuse all
marketing efforts.”
Forrester Research

15. Grampa gets it

16. Top Ten Tactics
SEO
Social Media
Paid Search
Conversion Enhancements
Link Building
Public Relations
Analytics
Mobile
Email
Blogs

17. Webmasters wear too many hats

18. WILD WILD SERPS

19. Search Engine Optimization

20. “Free” traffic – 75% click top 5
#3 for Golf Clubs
1.2M visitors in 6 months

21. Keyword Research
Keyword Global Monthly Searches Avg. CPC
checking accounts 450000 $11.03
small business checking account 2900 $16.79
personal checking account 14800 $8.56
adwords.google.com/select/KeywordToolExternal
Just search for “keywords” in Google…

22. Search Engine Ranking Reports

23. Content proportionate to leads

24. Longtail, links, high conversions

26. Competitive Analysis
Bank of America
Pages of site indexed: 585,000
Links to website 452,000
Monthly visitors 25,528,998
Wells Fargo
Pages of site indexed: 187,000
site:blog.wellsfargo.com 4,510 pages
Monthly visitors 17,515,241

27. Tricks
Site Size
Site:bankfive.com
Links
Linkdomain:bankfive.com -
site:bankfive.com
Keywordspy.com
SEObook Toolbar

28. SEO – PPC can drive local traffic
• Banks Massachusetts
• #6 sssb.com
• #7 bankfive.com
• #10 clintonsavings.com
• Credit Unions Massachusetts
• #1 metrocreditunion.org
• #3 stmaryscu.org
• #5 iccreditunion.org

29. Local Ranks – High Conversions
#1 for in Google for “Credit Unions Massachusetts”
online banking ma #1
personal banking ma #1
ira savings accounts Massachusetts #1
small business banking Massachusetts #3
Visitor Traffic Jumps
In six months site visitors jumped from 10,519 to 37,141 – a gain of 253.08%
Metro Credit Union Website
40,000
35,000
30,000
25,000
20,000
15,000
10,000
5,000
0
April September
Site Visitors

30. SEO / PPC / Local

31. Social Media is just one tool

32. Social Media Process
Listen
Engage
Measure

33. Radian6

34. Social Tools
Radian6
Facebook Insights
Google Alerts
Tweetdeck
Hootsuit
Social Mention

35. Why would people like you?
368,207 Engaged Visitors a month

36. Fans useless without reason to engage
Giveaway: $1,000 “like” the credit union
Fans: 4,991

37. Content is the heart of social/seo

38. Chase Giveaway
Giveaway: $5M to charities with most votes
“like” the bank in order to vote.
Total Likes: 2,436,143

39. Social Media Traffic
No Traffic To SSSB

40. Filene CU Social Media Study
April 2012, 90% use, despite fuzzy ROI
8+ hrs per week report highest success

41. Your list is critical

42. PR Presence / Credibility

43. Usertesting.com

44. Google Analytics - Traffic Sources

45. Tracking Goals

46. Navigation Click Through Rate
0.6%
0.2% 0.1% 0.3% 0.1% 0.6% 1.9% 0.1%
0.8%
0.1%
0.3% 0.1% 0.8%
0.6%

47. Top 15 Landing Pages
Avg.Page % Bounce Avg. Time
Page Entrances % Exit
views Rate (in mins)
/home 59,740 1.7 53.0% 3.2 58.9%
/e-branch/ 1,774 2.0 43.0% 3.0 48.9%
/locations-and-hours/ 395 1.8 71.9% 1.5 56.8%
/rates/deposit-rates.aspx 227 1.7 74.4% 2.0 60.5%
/commercial-banking/online-banking.aspx 176 2.5 35.8% 2.7 39.7%
/small-business-banking/online-banking.aspx 163 2.0 46.0% 2.4 50.2%
/about-us/career-center/default.aspx 140 2.8 5.0% 0.4 35.9%
/personal-banking/personal-checking.aspx 105 3.1 41.0% 1.8 32.6%
/contact-us.aspx 100 2.1 55.0% 1.6 48.1%
/personal-banking/consumer-borrowing/mortgages.aspx 86 4.0 17.4% 1.1 25.2%
/personal-banking/ 58 4.2 22.4% 1.2 23.9%
/about-us/ 40 3.5 37.5% 0.8 28.6%
/small-business-banking/ 37 2.5 16.2% 1.3 39.4%
/e-branch/mortgage-loan-services.aspx 34 2.8 61.8% 0.8 36.2%
/rates/consumer-loan-rates.aspx 31 1.3 83.9% 0.9 79.5%
The ‘Deposit Rates’ section has a high bounce and exit rate
The ‘personal - banking’ services section of the site has a high level of engagement

48. Home Page Banners – CTR
153 Visits
62.5% Bounce Rate
0.2% CTR
335 Visits
56.5% Bounce Rate
0.3% CTR
9 Visits
100% Bounce Rate
0.01% CTR

49. Social Media Tracking
News generated the highest number of mentions in December

50. Visits Share
Apple iPhone Android BlackBerry
16%
56% 13%
Apple iPod Apple iPad
7% 6%

51. Takeaways
1. Create internet marketing strategy doc.
2. Do more SEO than paid search
3. Feed blog to Twitter and Facebook
4. Do 3 usertesting.com videos $89
5. Double your content and analytics efforts
which is good for Social, SEO and PPC

52. mcdia.com/presentations
John McDougall
978-283-0043 jm@mcdia.com