Building an online marketing strategy webinar 5 30-2012


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  • Building an online marketing strategy webinar 5 30-2012

    1. 1. Welcome!Today’s webinar will begin at 3 PM Central TimeBuilding an OnlineMarketing StrategyMay 30, 2012
    2. 2. Agenda• Setting the Foundation – Web Usability• Search Engine Marketing – Organic Search Engine Optimization – Google AdWords (pay-per-click marketing)• Measuring and Improving Results• Post Questions for Follow Up After Webinar
    3. 3. Top Floor Technologies • Website Design & Development • Search Engine Marketing • Web Analytics & Conversion Improvement Maximizing Online Marketing Results for Hundreds of Businesses Since 1999
    4. 4. Getting the MostFrom Today’s Webinar Write down 2-3 learning points that you will begin putting into action within the next two weeks. Then – follow through.
    5. 5. 1. Setting the Foundation A Quick Review of Usability
    6. 6. Progression of Website Needs• 10-15 years ago … “Quick, we need a Web site!”• 4-8 years ago … “Okay, now that we have a Web site, how do we get people to find it?”• Today … “Now that people are on our Web site, how do we engage them and get them to do what we want them to do?”
    7. 7. The Impact of InternetTechnologies on Marketing
    8. 8. Your Website is at the Core Search Engine Promotions and Marketing Campaigns Public Relations (online & offline) Your Direct Marketing (online & offline) WebsiteTradeshows Direct Sales Print Advertising Directories
    9. 9. Setting Goals – start at the topTwo things you can do to improve the results of your WebsiteDrive more qualified Convert a higher % of usersusers to your Website into opportunities 1 2
    10. 10. Website Success FormulaWebsite visits Conversion % = Results (leads, sales)
    11. 11. Web Usability
    12. 12. Definition of UsabilityUsability • making sure that something works well: that a person of average (or even below average) ability and experience can use the thing – whether it’s a web site, a fighter jet, or a revolving door – for its intended purpose without getting hopelessly frustrated.* *Source: Don’t Make Me Think: A Common Sense Guide to Web Usability by Steve Krug
    13. 13. Web visitors who report great user experience are:• Twice as likely to return to the site.• Four times as likely to report enhanced brand opinion.• Four times as likely to make a future purchase. * Source: iPerceptions
    14. 14. Define UserPersonas • Who are your target customers? • What industries are they in? • What roles do they play? • How does your product/service help them? • What questions do they ask when considering your product/service? • What can they do on your Website?
    15. 15. Within four months following launchof new Website:• Google search traffic up 57%• Site bounce rate down 22%• Conversions up 255%
    16. 16. Before
    17. 17. After
    18. 18. Before
    19. 19. After
    20. 20. How do well-designed sites happen? The really good websites are designed by groups that ask and answer three questions: • Who are your target users? • What are their goals? • How are you going to help them achieve those goals? Source: Good Site, Bad Site: Evolving Web Design Lee Gomes Wall Street Journal
    21. 21. 2. Search Engine Marketing Driving Traffic & Improving Results
    22. 22. When you search forsomething online,where do you start?
    23. 23. When your prospects &customers search forvendors online,where do you thinkthey start?
    24. 24. Overall Share of Searches – February 2012 Ask AOL 3% 2% Microsoft 15% Yahoo 14% Google 66% Source: ComScore
    25. 25. B2B Preferred Search Engines Others 2% Microsoft 7% Yahoo 14% Google 77% Source: Enquiro Business to Business Survey
    26. 26. Being found on Google
    27. 27. Organic Search Engine Optimization
    28. 28. industrial ovens
    29. 29. Search Engine Optimization (SEO) Over 80% of activity on the first results page (top 10 results) Keys to success:  Keyword analysis  Content development  Linking strategy  Monitoring & updating
    30. 30. Keyword Analysis Basics• Consider how your target customers would search for your products and services (ask others for input).• Use specific, multiple-word keyword phrases.• Review competitors’ Web sites.• Use keyword analysis tools.
    31. 31. GoogleKeyword Tool
    32. 32. Basic On-Page Ranking FactorsTitleHeadersAlt TextHyperlink TextContentKeyword Density/Prominence
    33. 33. Offsite Linking Strategy• Search engines use link popularity (inbound links) as a factor in determining the ranking of a website.• Consider business partners, trade associations, manufacturers, etc.• Websites for publications you advertise in or trade shows you participate in, etc.
    34. 34. Building a Linking Strategy• Publish press releases and articles• Run a backward link search on your competitors to learn which sites are linking to them.
    35. 35. Google AdWords pay-per-click marketing
    36. 36. Pay-Per-Click (PPC) Instant Results Pay only for Website visits Keys to success:  Keyword analysis (including negative terms)  Bid management  Quality Score  Monitoring & updating
    37. 37. PPC Benefits• Drive instant, qualified traffic• Pay only for clicks – not for impressions• Target specific keywords to reach the right audience
    38. 38. PPC Benefits• Ability to display ads regionally• Control when ads are displayed• Augment your organic search engine traffic – Over 89% of traffic from search ads is not replaced by organic results when ads are paused (Google, Search Ads Pause Study – July 2011)
    39. 39. 3. Measuring Results Google Analytics
    40. 40. How many leads/sales do you receive from your Website on weekly/monthly basis?
    41. 41. Google Analytics
    42. 42. Key Performance Indicators• Visits• Total Goals• Goal Conversion Rate• Bounce Rate• Traffic Sources• Keywords
    43. 43. 45 Current 40 Previous 35Year Over Year % Change 30 25 Contact Us + 20.00% 20Quick Question + 33.33% 15 RFQ + 21.88% 10 5 0 Contact Us Quick RFQ Question
    44. 44. Key Tracking Principles Measure what matters – goals/conversions Relate results to your marketing investmentsUse data to identify & validate site improvements
    45. 45. A Closing Recap• Successful online marketing revolves around having a great message and connecting with people at the moment of relevance.• The easier to use your Website is for your target audience, the more effective it will be.• Search engine marketing is critical to driving qualified traffic and conversions.• Use analytics data to validate results and identify ways to improve.
    46. 46. Thank You! Shane Fell 262.364.0010 ext. 241 www.topfloortech.comLearn more at one of our upcoming seminars. Visit for details