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Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Women & Online Marketing: 25 Creative Tips for Using the Internet to Grow Your Business
March 6, 2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
I. Introduction
II. Review Company Goals & ObjectivesI. What’s the Difference?
II. Choosing Measurable, Realistic Goals & Objectives
III. Discuss KPIsI. Online Marketing KPIs
II. Steps for Implementing KPI Tracking
IV. Review Top 25 Online Marketing TipsI. Content
II. Paid Search
III. Social Media
IV. SEO
V. Email
V. Online Marketing Plan Wrap-Up / Questions
VI. Free Site Assessment
Today’s Agenda
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Introduction#WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Did you know?
#WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
#WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
#WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
#WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
#WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Building a Digital Marketing Plan
#WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Goals Objectives KPI Measurement Tactics
Marketing Plan Overview #WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Goals & Objectives
#WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
What’s the difference? Goals are broader outcomes you want to achieve Objectives are more specific outcomes for your business
The bull’s eye example: Goal: I want to hit the target Objective: I will learn to shoot accurately so I can hit the bull’s eye
Goals vs. Objectives
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Examples:
Increase Revenue
Improve Visibility
Increase Customer Engagement
Improve Sentiment or Reputation
Choose Your Goals
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Examples: Improve average order value on-site by 5% [Increase Revenue]
Improve on-site conversion rate by 10% [Increase Leads]
Increase number of non-branded search terms ranking on page 1 from 5 to 10 [Improve Online Visibility]
Increase number of on-site customer reviews by 10% [Improve Online Reputation]
Choose Your Objectives
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Goal: Increase Revenue Improve rankings of specific product categories Increase referral traffic Increase organic keyword traffic Increase rankings for strategic keywords Increase ranking for long-tail keywords Increase branded keyword traffic Increase number of new visitors Increase number of returning visitors Increase geo-targeted keyword traffic Increase conversion rate on top landing pages Increase conversion rate on specific product or
category pages Increase number of social referrals Increase conversions from social referrals Increase number of email referrals Increase conversions from email referrals
Example Online Marketing Objectives
Goal: Increase Leads Improve rankings of specific product or service
categories Increase referral traffic Increase organic keyword traffic Increase rankings for strategic keywords Increase ranking for long-tail keywords Increase branded keyword traffic Increase number of new visitors Increase number of returning visitors Increase geo-targeted keyword traffic Increase on-site form completions Increase conversion rate on top landing pages Increase conversion rate on specific product or
category pages Increase number of social referrals Increase conversions from social referrals Increase number of email referrals Increase conversions from email referrals Increase customer interaction with site
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Goal: Increase Market Share or Penetration Improve rankings of specific product or
category pages Increase referral traffic Increase organic keyword traffic Increase rankings for strategic keywords Increase rankings for long-tail keywords Increase branded keyword traffic Increase number of new visitors Increase number of returning visitors Increase geo-targeted keyword traffic Increase social sharing Increase social fan/follower base Claim top spot for in paid search for branded
keywords
Example Online Marketing Objectives
Goal: Increase Online Visibility Increase number of properties ranking for
branded keywords Increase rankings for strategic keywords Increase rankings for long-tail keywords Increase geo-targeted keyword rankings Increase social sharing & engagement Increase social fan/follower base Claim top spot for in paid search for branded
keywords Increase number of email sign-ups
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Example Online Marketing Objectives
Goal: Improve Online Reputation Increase number of properties ranking for
branded keywords Increase social sharing & engagement Increase social fan/follower base Increase branded keyword traffic Increase number of new visitors Increase number of returning visitors Decrease negative sentiment in social channels Increase positive customer reviews Claim top spot for in paid search for branded
keywords
Goal: Increase Local Market Penetration Increase geo-targeted keyword traffic Increase positive customer reviews on local
business review/listing sites Increase traffic from mobile Increase fans/followers in location-based social
networks, like foursquare Claim top spot for in paid search on mobile
devices Increase referrals from local deals sites like
Groupon or Living Social
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Key Performance Indicators (KPIs)
#WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Key Performance Indicators: Quantifiable metrics that reflect how well an organization is achieving its stated goals and objectives.
Frequently Asked Questions
Trickle down effect
Organization Goal: Be known as leading Marketing Firm in Healthcare Industry Objective: Secure 5 new Healthcare Engagements in Q1 KPIs: # of Healthcare Leads Generated by the Web
Team Member Goal: Same as Organization Objective: Increase Whitepaper downloads by 30% in Q1; increase referral traffic by 15% in Q1 KPI: # of Whitepaper downloads; Weekly number of Tweets @ Healthcare companies; # of
Healthcare Blog Posts; monthly referral visits from Blog
What are KPIs #WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Phone calls Website Visits (organic, referring, direct, paid) Conversion rate Bounce rate Sales / Transactions Whitepaper downloads Form completions Social media referrals Social media conversions Engagements metrics (such as shares, likes, comments) Time on site Customer Support Requests Positive Reviews Shopping cart abandonment Keyword Rankings Specific Number of [blog posts] [content pages] [link outreach emails] each [week/month]
Choose Your KPIs #WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Google Analytics Event tracking
Tracks how many people clicked on links (video links, page links, blog links) Goal tracking
Tracks how many people filled out a form Social Media Conversions
Tracks how many forms came from people who visited a social site first – Last Interaction vs. Assisted
Note: Technical Team Members a Plus = Tracking ACCURATELY is important
Google Adwords Conversion tracking Click Through Rate / Conversion Rate Click-to-Calls
Call Tracking (changes phone number based on source of visitor) Keyword Tracking (rankings, visits, conversions)
How to Measure KPIs #WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Tactics
#WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Make sure they relate to your objectives & goals Ex. Do not choose “social media contest” if your goal is to increase conversion
rate of your website
Focus, Focus, Focus The narrower the focus, the higher the productivity
Consider Your Timeline Need quick hitting success? Choose tactics that won’t involve a bottleneck. Looking for a long term impact? Make sure your team understands the end goal
and that they’re in it for the long haul. Ex. Driving More Traffic to the Blog, Getting more Facebook “likes”
Tips for Choosing the Right Tactics #WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
25. Host a webinar or a series of informational videos
24. Design an infographic: go the extra mile and collect your own data
23. Write a white paper
22. Inspire user-generated content & let others create the content for you!
Content Tactics
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
21. Start blogging Establish yourself and your company as experts Create a place on your site for more engaging content Build the authority of your website Capitalize on long-tail search terms
Content Tactics
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
20. Revisit Paid Search Landing Pages - send users to most relevant LP. Make sure it relates to the keywords you are bidding on!
19. Make sure ads have a call to action. It’s important to let users know what you want them to do next and what they can
expect when they click on an ad
18. Set up conversion tracking code in Google AdWords. Tying revenue to your efforts is crucial and can give you a clear idea of ROI.
17. Use negative keywords to cut down on irrelevant searches
Paid Search Tactics
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
16. Review Locations & Hours in Campaign Settings. You can dictate when and where your ads show. Choosing locations & hours that fit your audience helps media spend go much
further!
Paid Search Tactics
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
10. Build Local Pages & Optimize Site for Local terms Ex. Google Recommended Search (“doctors office in….”, “law firm in….”) Create pages for every office / location Embed Google maps, zip codes, city facts – anything that screams “local”
9. Optimize every page with a unique title & meta description. Use Google Webmaster Tools to easily identify duplicate titles / metas Change metas & titles easily in the backend of your website – make sure you have
access to your own website – SUPER important
8. Optimize Your Press Releases – great for including links back to your site & social
profiles (common tactic among large & small companies). PRWeb & PRNewswire are highly recommended Include AP distribution; allow you to include photos, videos & links
7. Create & Embed a video on one of your top landing pages Optimize video with relevant title, description, tags & link back to your site Dynamic content ranks well on Google – also a good way to drive up video views &
rank on YouTube (Second Largest Search Engine)
SEO Tactics #WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
15. Use images whenever possible to grab your audience and build engagement
14. Use social media to build relationships with industry influencers
13. Host a contest – this is a great tactic for Facebook and Pinterest
12. Offer coupons or special offers to your social audiences – they’ll appreciate it and often times they’ll share your offer, which means more visibility for your company
Social Tactics
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
11. Capitalize on current events and trends Holidays & Events
Oscar’s Super Bowl Etc…
Trending or breaking news Memes Plan content themes
Example: February – Heart Month Create an Editorial Calendar Be creative!
Social Tactics
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
6. Choose one Theme / Category / Product on Your Site to Optimize Be VERY picky when nominating keywords SEO is a snowball effect – best ROI long term if you utilize best practices Choose keywords that convert well, have less competition & are highly relevant Ex. “Frames”
“bicycle frames”, “picture frames”, “glasses frames”, “buy picture frames online”, “12 x 14 inch picture frames”
SEO Tactics #WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
5. Aggregate Message Statistics Group opens, clicks, sends and revenue by theme to determine what your audience
really likes.
4. Set up Test for Email Subject Lines Determine what drives your audience to open.
3. Review Email Content & Create Engaging, Valuable Email Messages If you wouldn’t be excited to receive a message, don’t send it.
2. Clean up Email Lists Never send email to users who have not opted into your messages.
Email Tactics
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
1. Implement Marketing Automation. High lead volume? Create triggered messages. This allows your sales team to go
after the most engaged prospects.
Email Tactics
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Build Local Pages & Optimize Site for Local terms. Optimize every page with a unique title & meta description. Optimize Your Press Releases. Create & Embed a video on one of your top landing pages. Choose one Theme / Category / Product on Your Site to Optimize. Aggregate Message Statistics. Set up Test for Email Subject Lines. Review Email Content & Create Engaging, Valuable Email Messages. Clean up Email Lists. Revisit Paid Search Landing Pages - send users to most relevant LP. Make sure ads have a call to action. Set up conversion tracking code in Google Adwords. Review Locations & Hours in Campaign Settings. Use negative keywords to cut down on irrelevant searches. Implement Marketing Automation.
Choose Your Tactics #WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Marketing Plan Wrap-up
#WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Goals Objectives KPIs Tactics
Next Steps? Jumpstart discussion with boss / company executives Assign resources & timelines Meet weekly / bi-weekly to catch up on tactic status Meet monthly to review KPIs Meet quarterly to review progress
What worked & what didn’t
Marketing Plan Wrap-Up #WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
Complete your slips & return to Fathom cup in back of room
Website Assessment: SEO review
Metas, content, frequency, links, + more PPC review
Spend analysis, keyword data, ad copy review Conversion review
CTAs, forms, design, usability Social Media review
Social profile optimization, frequency, sentiment Technical review
Site speed, code checkup, + more
http://www.fathomdelivers.com/what-we-do/request-an-assessment/
Website Assessment #WIB2013
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013
#WIB2013
Jenni Ramminger
@JenniRamminger
Stephanie Pflaum
@StephPflaum
Amanda Jerele
@amjerele
Thank You!