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Generating a Buzz with Successful Search Engine Marketing


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In this webinar, we’ll talk about some of the best practices you need to follow in order to generate leads from your website and convert those leads into pipeline opportunities. This webinar is a “must attend” for marketers who have already put an online marketing plan in place but want to see what else is out there, and for marketers who are planning to put an online marketing plan in place but need help determining the best approach.

The webinar will provide tips and tactics on how to generate buzz, leads and sales from your website using a CMS. Topics that may be covered in this webinar include:
1. Home page best practices for online lead generation
2. The role of keywords in online lead generation
3. What are the best types of offers to employ on your website to convert leads into pipeline opportunities
4. Building landing pages that work
5. Content Management Systems: How content management systems make online marketing easier

Published in: Business, Technology

Generating a Buzz with Successful Search Engine Marketing

  1. 1. Generating a Buzz with Successful Search Engine Marketing<br />
  2. 2. About Kentico and Wakefly<br />Kentico CMS for ASP.Net is a cost effective, feature rich <br />and easy to use CMS. <br />Founded in 2002<br />Current Version 5.0<br />Wakeflyis a marketing agency specializing in lead generation and conversion tools to deliver a high ROI for your business.<br />Founded in 2003<br />Award winning team<br />2004 - 2009 Horizon Interactive Awards<br />Kentico Certified Partner<br />
  3. 3. Agenda<br />Search Engine<br />Optimization<br />and<br />Kentico<br />PPC + <br />Landing Pages<br />and<br />Kentico<br />Social Media Marketing and <br />Kentico<br /> Introduction<br />to Online Marketing<br />
  4. 4. Introduction to SEM<br />First Generation<br />Second Generation<br />Third Generation<br />
  5. 5. Introduction to Online Marketing<br />Online Marketing is about adapting your online presence and<br />web assets to enhance your brand online, increase website traffic and increase<br />lead conversion.<br />“The goal is to increase the number of qualified visitors to your website, and convert them into leads for you or distributors with a proven methodology”<br />Online Marketing comprises of-<br /><ul><li>Organic Search (SEO)
  6. 6. Paid Search (PPC) & Landing Pages
  7. 7. Social Media Marketing</li></li></ul><li>Why Pursue Online Marketing<br />Online Marketing is used to drive:<br /><ul><li> Qualified Traffic and Leads
  8. 8. Brand Marketing
  9. 9. Product Testing
  10. 10. Customer Feedback
  11. 11. Reputation Management
  12. 12. Community Building</li></li></ul><li>How does a CMS Help<br />To succeed with Online Marketing, you need to:<br /><ul><li> Generate Optimized Content on an Ongoing Basis
  13. 13. Create Landing Pages for your Offers
  14. 14. Engage Visitors (Blogs, Forums)
  15. 15. Leverage Your Content off your Site (Social Media)
  16. 16. Monitor and Refine Your Content
  17. 17. Keep Building More Content</li></ul>Kentico is a CMS that “enables” you to succeed with online marketing.<br />
  18. 18. Search Engine Optimization Topics<br />What is SEO?<br />What do Search Engines Look For?<br />Optimizing Your Site<br />Measuring Success<br />Case Study<br />
  19. 19. Online Marketing Components<br />Two Components of the Search Results:<br />Organic Results<br />Paid Results<br />Social Media Component:<br />
  20. 20. Why Optimize?<br /><br />Quick Fact: Through a search engine marketing combination of pay-per-click and search engine optimization, FLIR Systems was able to increase leads by 400% while cutting costs in half.<br /><br />
  21. 21. What Do Search Engines Look For?<br />Proper Coding<br />Fresh, Original , Relevant Content<br />Internal Linking Structure<br /> Keywords!<br />
  22. 22. Driving Results...<br />SEO results can be achieved by: <br /> On page optimization<br /><ul><li> Content</li></ul>- Start with Titles and Meta Tags<br /><ul><li> Internal Linking Structure
  23. 23. Sitemap</li></ul> Off page optimization<br /> When selecting keywords, consider:<br /> Relevance<br /> Tracking Search Volume<br /> Low-Medium Competition<br />
  24. 24. Keyword Research<br />Build a list of keywords where the intent of the searcher is clear.<br />Gauge the competition and search volume for each keyword. <br />Kentico: 14,800 high comp<br />Kentico CMS: 3,600 high comp<br /> CMS: 18,100 high comp<br />
  25. 25. On-Page Optimization<br />After determining the keyword target:<br />1. Place it into your page title<br />Not-So-Good<br />Home<br />Company Name<br />Tag Line<br />Good<br />Kentico Implementation from Wakefly<br />Kentico CMS<br />Introduce keywords into Title:Kentico CMS Implementation, Consulting, Training, and Maintenance<br />
  26. 26. On-Page Optimization<br />Good<br />2. And naturally weave it into the body copy.<br />Kentico CMS<br />Wakeflyis a Certified Gold Kentico solution and hosting partner. If you are considering Kentico as a CMS for your website, we offer free CMS consultation to make sure you select a CMS that will meet your needs. If you have already decided on or are currently using Kentico, we offer full implementation, support, maintenance, and development.<br />Kentico CMS allows you to manage and update your website with ease. Offering a rich feature set that includes WYSIWYG editing, customizable workflow and versioning, scheduling, and social media tools, among many others, Kentico provides the all-in-one, flexible, affordable content management solution you need to develop and manage your website.<br />If you would like to learn more about how Wakefly can help you successfully implement and manage Kentico on your website, just complete our contact formand one of our Kentico consultants will contact you. You can also call us at +1.508.616.2042 to discuss your Kentico needs.<br />Related Kentico services:<br />Kentico demo<br />Kentico implementation<br />Kentico customization<br />Kentico maintenance and support<br />Kentico implementation: Decision Resources case study<br />Kentico implementation: Lumension case study<br />
  27. 27. On-Page Optimization<br />3. Use your CMS and weave the keyword into the URL.<br />Good<br /><br />Not-So-Good<br /><br />
  28. 28. On-Page Optimization<br />4. To help build a theme, round it out with:<br /><ul><li> Meta description and keywords</li></ul>description&quot; content=&quot;Wakefly, a Kentico solution and hosting partner, is here to meet all of your Kentico CMS needs.&quot; <br /><ul><li> Link titles and image ALT tags</li></ul>&quot;Description&quot; content=&quot;Wakefly, a Kentico solution and hosting partner, is here to meet all of your Kentico CMS needs.&quot; <br />&quot;Keywords&quot; content=&quot;kentico, kentico cms, kentico software, kentico content management, kentico cms 4.0, wakefly, kentico partner&quot;<br />&lt;a href=&quot;/lp/KenticoDemoRequest.aspx&quot; title=&quot;kentico demo&quot;&gt;&lt;img alt=&quot;kentico logo&quot; <br />
  29. 29. Quick Fact<br />By implementing just these few on-page optimization changes, Wakefly currently ranks #10 on page 1 of Google search results.<br />Kentico Implementation from Wakefly<br />Considering the Kentico CMS for your website? Rely on Wakefly to efficiently implement Kentico on your<br />
  30. 30. Measuring Results<br />Measuring the results of your search engine optimization:<br /><ul><li> Analytics is a must – it’s free! (
  31. 31. Are you tracking more relevant visitors arriving to your websites?
  32. 32. Are visitors arriving from more referring sites?
  33. 33. Are visitors arriving in greater numbers from major search engines?
  34. 34. Is your percentage of search engine traffic increasing?
  35. 35. Are your driving new conversions – leads, sign-ups, sales?
  36. 36. Is your ranking for keywords increasing?</li></li></ul><li>CMS – Editing<br />
  37. 37. CMS – SEO<br />
  38. 38. CMS – SEO<br />
  39. 39. Pay Per Click (PPC) and <br />Landing Pages Agenda<br />Pursuing PPC<br />Components for Success<br />Landing Pages<br /> Introduction<br />to PPC<br />
  40. 40. PPC <br />Pay-per-click (PPC) is an inbound marketing method where short advertisements are placed in search engine results and through content distribution networks on similarly themed websites.<br />A user clicks on an ad that in turn directs them to the sponsoring site.<br />Pay-per-click is one of the most targeted forms of marketing ever devised.<br /><ul><li> Affordability
  41. 41. Targeting
  42. 42. Trackability</li></li></ul><li>PPC Ad Networks<br />Major PPC Ad Networks include:<br /><ul><li> Google Adwords
  43. 43. MSN Ad Center
  44. 44. Yahoo! Search Marketing
  45. 45.</li></li></ul><li>A Working Definition...<br />Landing Page<br />A landing page is a page on your site that is set up to appear when a browser clicks on a pay-per-click advertisement or organic search result. The goal of a landing page tends to be to convert visitors into leads.<br />
  46. 46. At a High Level<br />3. Alt. Contact<br />4. Navigation<br />2. C2A<br />5. Headline<br />6. Body Copy<br />1. Form<br />7. Quick Points<br />8. Image<br />
  47. 47. Best Practices<br />Continuity of message<br /><ul><li> Call to action
  48. 48. Short form</li></ul>Keep it concise<br />...<br />
  49. 49. FLIR Case Study<br />“Information Request”<br />Outperformed 2:1<br />“DEMO Request”<br />
  50. 50. Measuring Results<br />Measuring the results of your landing page optimization efforts:<br /><ul><li> Analytics is a must – it’s free! (
  51. 51. Are you tracking more relevant visitors arriving to your landing page?
  52. 52. Where are these visitors arriving from?
  53. 53. Are your driving new conversions – leads, sign-ups, sales?</li></li></ul><li>Social Media<br />Core Success Principles and Takeaways<br />A Definition of Social Media<br />Leading Social Media Sites <br />A Simple Strategy Showcased<br />Social Media and ROI <br />
  54. 54. Social Media<br />Social Media: A Definition<br /><ul><li> Sharing Opinions, Perspectives
  55. 55. Text, images, audio and video
  56. 56. Where: blogs, platform sites, etc</li></ul>Typology:<br /><ul><li> Blogs
  57. 57. Forums
  58. 58. Podcasts
  59. 59. vLogs (video blogs!)
  60. 60. Wikis</li></li></ul><li>The Major Players<br />UNIQUE VISITORS LAST MONTH*:<br />YouTube: 80 millionFacebook: 79 million<br />Wikipedia: 73 millionWordpress: 56 millionLinkedin: 21 million<br />Twitter: 6 million<br />* source: /US visitors<br />
  61. 61. Why Blog? <br />Blogs…<br /><ul><li> Establish Credibility
  62. 62. Your Are the Expert
  63. 63. Builds Loyalty and Following
  64. 64. Community
  65. 65. Feedback
  66. 66. Helps with SEO
  67. 67. Drive Inbound Links</li></li></ul><li>Content Ideas <br />Content Ideas…<br /><ul><li> Interesting, Entertaining, Though Provoking Posts About Your Industry
  68. 68. Industry Trends Important To Your Business
  69. 69. Tips, How-To, Customer Showcases
  70. 70. Trade Show & Event Previews
  71. 71. Charitable Activities, Office News</li></li></ul><li>Social Media Tools<br />
  72. 72. Other Built-In Modules: <br />Other Built-In Modules to Drive Online Marketing Results and User Engagement:<br /><ul><li> News
  73. 73. Blogs
  74. 74. Forums
  75. 75. Events
  76. 76. Polls</li></li></ul><li>Kentico and Online Marketing Facts<br /><ul><li>Clear cut principles and best practices
  77. 77. Kentico is a feature rich platform
  78. 78. Streamlines Content Generation Activities
  79. 79. Enforces SEO Best Practices
  80. 80. Dedicated Landing Pages to Maximize Conversion
  81. 81. Various Social Media Modules Built-In</li></ul> Follow Kentico and Online Marketing Best Practices to Drive Results<br />
  82. 82. Questions<br />Kentico–<br />Wakefly –<br />