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An integrated Strategy
 for Online Marketing:
    Search & Email.

            Contact Information:
                        Chris Baggott
                       Email: chris@compendiumsoftware.com
                       317-345-3099
                        Google – Chris Baggott
Chris Baggot, An Integrated Strategy for Online Marketing: Email & Search
Core Marketing Philosophy:



 “Some people try to find things in this game that
 don't exist but football is only two things - blocking
 and tackling.”
                                         Vince Lombardi
Two Stages to All Relationships:

   1. Acquisition

   2. Retention
Search is the Acquisition Tool


  44% of all web visits begin with a search

  37% of people type a URL directly into the
  search box



  “…..they (search engines) ultimately want
  to be your access point for anything
  connected to the Web.
                       Sean Silverthorne
                       Harvard Business Review
Pubic Relations




           VS.
Average Click Rates:
      74.5% organic results
      25.5% PPC


Total $ spent on Search:
      $5.5 bbl on PPC
      $660 mm on organic
Chris Baggot, An Integrated Strategy for Online Marketing: Email & Search
In Forrester’s interviews, the most frequently mentioned
benefits of blogging were: greater
                         brand
visibility in mainstream media, on
the Web, and word of mouth;
improved brand perception;
instantaneous consumer feedback;
increased sales efficiency; and
fewer customer service-driven PR
blowups.
Chris Baggot, An Integrated Strategy for Online Marketing: Email & Search
Why Blogging works for SEO


• Keywords
• Titles
• Recent Content
• Lots of Content
• Links both out and inbound


Relevance = Satisfaction
Know your keywords!
Taking the Relationship to the Next Level




   1. Conversion

   2. Retention
Chris Baggot, An Integrated Strategy for Online Marketing: Email & Search
Chris Baggot, An Integrated Strategy for Online Marketing: Email & Search
Pop Quiz:



Why do relationships fail?
Chris Baggot, An Integrated Strategy for Online Marketing: Email & Search
Why is listening so important?
Why is listening so important?



               Can you hear me
                    NOW!




So you can respond appropriately
There only three ways to listen and respond appropriately:
There only three ways to listen and respond appropriately:
Email is the greatest marketing tool
 of all time

  1. Easy

  2. Driven by Data

  3. Interactive

  4. Cheap
“CRM is reemerging as a basic business enabler
for revenue acceleration and retention
management. . . and email is the core enabling
technology.”
“Email is the Engine that Drives Relationships”
 Source: Forrester Research, Inc.The Top Marketing
Technologies…
Chris Baggot, An Integrated Strategy for Online Marketing: Email & Search
Talk to people like you know them

   •Visited with 3 girlfriends
                                    Group
   •Cold & Rained
                                    •Former Customers



                                            •Trying to decide if
                                            he should take
                                            family to beach or
                                            rafting



                                       •Leads Youth Group
                                       •Visited 5 times
Relevance




Personalization
Relevance




Personalization –
 More Attributes
Relevance
Dynamic Content
Simple Relationship Building:
Jupiter Report
The ROI of Relevance
David Daniels
Email Deliverability
Top Reasons Emails Are Filtered:


      • Recipient Complaints!!!
      •   Poor or Insufficient Permission
      •   Content, Volume or List Quality
          Filtering (spam traps)
      •   Email Format, Faulty HTML
      •   IP Address and Domain
          Blacklisting
      •   Lack of ISP Compliance
Perception.
Your email practices are the single
most important factor in determining if
your email will be delivered.

•To Whom do you email?
• What do you email?
•When do you email?
•Why are you sending this to me?

The answers to these questions will
help determine the kind of reputation
and the success you will have as a
marketer.
Back to Relationships……
Chris Baggot, An Integrated Strategy for Online Marketing: Email & Search
VS.
VS.
VS.
Contact Information:
            Chris Baggott
           Email: chris@exacttarget.com
           317-423-3928
            Google – Chris Baggott

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Chris Baggot, An Integrated Strategy for Online Marketing: Email & Search

  • 1. An integrated Strategy for Online Marketing: Search & Email. Contact Information: Chris Baggott Email: chris@compendiumsoftware.com 317-345-3099 Google – Chris Baggott
  • 3. Core Marketing Philosophy: “Some people try to find things in this game that don't exist but football is only two things - blocking and tackling.” Vince Lombardi
  • 4. Two Stages to All Relationships: 1. Acquisition 2. Retention
  • 5. Search is the Acquisition Tool 44% of all web visits begin with a search 37% of people type a URL directly into the search box “…..they (search engines) ultimately want to be your access point for anything connected to the Web. Sean Silverthorne Harvard Business Review
  • 7. Average Click Rates: 74.5% organic results 25.5% PPC Total $ spent on Search: $5.5 bbl on PPC $660 mm on organic
  • 9. In Forrester’s interviews, the most frequently mentioned benefits of blogging were: greater brand visibility in mainstream media, on the Web, and word of mouth; improved brand perception; instantaneous consumer feedback; increased sales efficiency; and fewer customer service-driven PR blowups.
  • 11. Why Blogging works for SEO • Keywords • Titles • Recent Content • Lots of Content • Links both out and inbound Relevance = Satisfaction
  • 13. Taking the Relationship to the Next Level 1. Conversion 2. Retention
  • 16. Pop Quiz: Why do relationships fail?
  • 18. Why is listening so important?
  • 19. Why is listening so important? Can you hear me NOW! So you can respond appropriately
  • 20. There only three ways to listen and respond appropriately:
  • 21. There only three ways to listen and respond appropriately:
  • 22. Email is the greatest marketing tool of all time 1. Easy 2. Driven by Data 3. Interactive 4. Cheap
  • 23. “CRM is reemerging as a basic business enabler for revenue acceleration and retention management. . . and email is the core enabling technology.” “Email is the Engine that Drives Relationships” Source: Forrester Research, Inc.The Top Marketing Technologies…
  • 25. Talk to people like you know them •Visited with 3 girlfriends Group •Cold & Rained •Former Customers •Trying to decide if he should take family to beach or rafting •Leads Youth Group •Visited 5 times
  • 30. Jupiter Report The ROI of Relevance David Daniels
  • 32. Top Reasons Emails Are Filtered: • Recipient Complaints!!! • Poor or Insufficient Permission • Content, Volume or List Quality Filtering (spam traps) • Email Format, Faulty HTML • IP Address and Domain Blacklisting • Lack of ISP Compliance
  • 33. Perception. Your email practices are the single most important factor in determining if your email will be delivered. •To Whom do you email? • What do you email? •When do you email? •Why are you sending this to me? The answers to these questions will help determine the kind of reputation and the success you will have as a marketer.
  • 36. VS.
  • 37. VS.
  • 38. VS.
  • 39. Contact Information: Chris Baggott Email: chris@exacttarget.com 317-423-3928 Google – Chris Baggott