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transcript
Building an OnlineMarketing Strategy
May 30, 2012
Welcome!Today’s webinar will begin at 3 PM Central Time
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
Top Floor Technologies
• Website Design & Development
• Search Engine Marketing
• Web Analytics & Conversion Improvement
Maximizing Online Marketing Resultsfor Hundreds of Businesses Since 1999
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.
1. Setting the Foundation A Quick Review of Usability
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?”
The Impact of InternetTechnologies on Marketing
YourWebsite
Your Website is at the Core
Print Advertising
Tradeshows
Public Relations (online & offline)
Search Engine Marketing
Directories
Direct Sales
Direct Marketing (online & offline)
Promotions and Campaigns
Setting Goals – start at the top
Drive more qualified
users to your Website
Two things you can do to improve the results of your Website
Convert a higher % of users into
opportunities
21
Website Success Formula
Website visits
Conversion % = Results
(leads, sales)
Web Usability
*Source: Don’t Make Me Think: A Common Sense Guide to Web Usability by Steve Krug
Definition of Usability
Usability • 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.*
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
Define User Personas
• 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?
• Google search traffic up 57%
• Site bounce rate down 22%
• Conversions up 255%
Within four months following launch of new Website:
Before
After
Before
After
Source: Good Site, Bad Site: Evolving Web Design
Lee Gomes
Wall Street Journal
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?
2. Search Engine Marketing
Driving Traffic & Improving Results
When you search for something online, where do you start?
When your prospects & customers search for vendors online,where do you thinkthey start?
Overall Share of Searches – February 2012
Source: ComScore
Google66%
Yahoo14%
Microsoft15%
Ask3%
AOL2%
B2B Preferred Search Engines
Source: Enquiro Business to Business Survey
Google77%
Yahoo14%
Microsoft7%
Others2%
Being found on
Organic Search Engine Optimization
industrial ovens
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
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.
Google Keyword
Tool
Title
Hyperlink Text
Content
Alt Text
Keyword Density/Prominence
Headers
Basic On-Page Ranking Factors
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.
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.
Google AdWordspay-per-click marketing
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
PPC Benefits
• Drive instant, qualified traffic
• Pay only for clicks – not for impressions
• Target specific keywords to reach the right audience
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)
3. Measuring ResultsGoogle Analytics
How many leads/sales do you receive from
your Website on weekly/monthly basis?
Google Analytics
Key Performance Indicators
• Visits
• Total Goals
• Goal Conversion Rate
• Bounce Rate
• Traffic Sources
• Keywords
Year Over Year % Change
Contact Us + 20.00%
Quick Question + 33.33%
RFQ + 21.88%
Top Total Completed Goals
Contact Us Quick Question RFQ0
5
10
15
20
25
30
35
40
45Current
Previous
Key Tracking Principles
Measure what matters – goals/conversions
Relate results to your marketing investments
Use data to identify & validate site improvements
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.
Thank You!
Shane Fell262.364.0010 ext. 241
sfell@topfloortech.com
www.topfloortech.com
Learn more at one of our upcoming seminars. Visit www.topfloortech.com/serminars for details