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Synergy Online MarketingSearch, Buzz & Beyond
Innovative Marketing Strategies for Online Dominance
How do we get there?
Marketing Orchard: Pick the Lowest Hanging Fruit
The Fall of Traditional Advertising
What is Your BRAND?
Your brand is how customers perceive you
What is Your Web Presence?
You Web Presence Is?Your websiteEvery web page that links to you including search engine listingsEvery page that mentions youEvery page that mentions your competition
SOM Pyramid
FindingSEM
AwarenessBuzz & Advertising
PreferredLoyalty & Goodwill
RecommendedChampions
What is Search Engine
Marketing?
Online Marketing = SEM ?Search engines are the most effective direct response marketing mechanism ever devised in the history of business.
Why we love them:Volume & reachHighly targeted to offering (the long tail)Automatic perfect timing (late in buying cycle)Automatic repetition
Two Sides of Search Results
Sponsored vs. OrganicSponsored Search Organic Search
Cost Per Click Depends on bid. Bids start as low as $.01 to $.10 depending on engine. Most clicks are $.50 to $2.00 however bids in the $8.00 to $12.00 range are common for more competitive terms.
Free
Cost for placement
Low – Each targeted keyword phrase has to be entered, a bid set and an ad written.
High – Web pages have to be written and optimized for each targeted phrase and optimized in-bound link to the pages need to be acquired.
Time till placement
Immediate 2 to 6 months for existing sites, 6 to 9 months for new sites or sites with low link popularity.
Control High – you can control the copy on your ads, how high you rank (by changing bids) and what page you want the customer to land on.
Low – You have some control of the copy of your listing however you can control little else.
Ongoing Risk Click Fraud, Bid Competition Algorithm Changes, Optimization Competition
And the Winner Is…Primary advantages of organic search
Clicked more often Perceived as more authoritative (usually) Better long-term ROI (usually) Stronger ordering dominance
Achieving a high organic placement for valuable keywords is a decisive competitive advantage that can provide years of very cheap high-quality traffic to your site.
Organic Search
Strategic Implementation of Sponsored SearchROI Listing Saturation Keyword Research
Compliment with Sponsored Search
How do we achieve top organic placement?
The organic side of search does not exist to send websites free business; it is there solely for the benefit of the searcher.
The search engine’s interest is ranking websites by the most valuable, unique and exciting content that is most relevant to the user’s search.
If your website is the most valuable, unique, exciting and relevant then you will be the one at the top.
Search Engines are the Ultimate Networker
Short Cuts vs. Big Picture
Black Hat vs. White Hat
Black Hat usually works for a while but will likely be caught at some time.
Golden Rule: For long term success, align your site with the interests of the search engines.
Magic Formula of Organic Search
Good Content + Good
Architecture + Good Backlinks + Sticky Site = Results
Protective Barrier to Entry
Your organic placement is based on all the optimization done on your site throughout its history.
Bad News: You have to play catch up
Good News: So does everybody after you
Need to get started now.
Don’t develop SEM tunnel vision
Search directoriesShopping comparison sitesNews sitesArticle databasesProduct review sitesSyndicated press releases
Social media (MySpace, FaceBook)Blogs, forums and user groupsSocial bookmarking (del.ico.us, Digg, Redit)VideoBanner adsAffiliate programs
What Makes a Great Website?
Attributes of an effective website
Web 1.0VisualCopyUsability
Web 2.0Interactivity
Build loyalty & goodwillDo not make your website all about you. Give the
customer things they value.
Edu-MarketingWidgets & ToolsCause MarketingGiveawaysExtranetsCommunities
Give and you will receive!
Q: How can you drive the most amount of traffic in the shortest time?
A: Invent the next virtual pet rock.
Viral marketing: Create something so cool they tell 200 friends, who tell 200 friends, and so on and so on…
If you are going to infect people with your brand, you have to be contagious.
Web 1.0 vs. Web 2.0One way vs. two way communication
Gets people interacting with your brandProvides social media hooks to encourage people talking about you on other sites
Best way to get people talking about you is to be social yourself
Always be ConvertingThe ABCs of online sales.
Make it easy for the visitor to buyCreate intermediate buy-in pointsUse call-to-actions to encourage buy-in actions
Leverage your existing customers
It is less expensive to sell to an existing customer than a new one
Build your database: Depth & BreadthAct on your database: Retention Programs
Are we there yet?
FindingSEM
AwarenessBuzz & Advertising
PreferredLoyalty & Goodwill
RecommendedChampions
The missing piece: Champions
Customers want confirmation from authorities and peers
Seize every opportunity to get recommendations
Manage your reputation
SOM ArchitectureOnline Advertising
& PR
Performance Based Ads
(PPC Search)
Content Networking
BrochurewareGoodwill Builders Buzz Generators
Conversion Mechanisms / Buzz Enablers
RetentionPrograms User Requests Trusted Advisor
Requests
PeerRecomendations
TraditionalOff-Line
Marketing
TraditionalSales
ReputationManagement
User Centric Listings(Organic Search)
Touch Pieces
Contact Management System
AwarenessReferals
Website
Offline Communications
Landing Pages
Customer Service
AuthorityRecommendation
s
Word-of-MouseOnline Corporate Communications
MeasureWeb allows for much more enhanced
measurements and data gathering than traditional marketing.
StepsSetup site analyticsScore conversion eventsTrack all marketing campaigns online and offCreate customer feedback loops
Kaizen your Web PresenceContinual Improvement: Successful web development and online marketing is an iterative process.
The key to greatness is to experiment often and learn from your successes and failures.
Budgeting for Online$1000 to $100,000+ per month
Rule of Thumb• ~3% of company revenue• 50% of total marketing budget
Progressive BudgetingThe amount that will make you the most
money.
1.Create measures2.Set an initial budget 3.Evaluate after six months4.Periodically adjust your budget to maintain
a 25% to 100% ROI
Foundational SEM TacticsP1.1 (Level 1, Cycle 1) – 3 MonthsFoundational SEO
Site Elements– Code– Link structures– Copy
Keyword Analysis– Keyword DB– PPC Analysis
Inbound Links
PPC Setup• Keyword
Exploration• Engine
Diversification• Add Writing
– A/B Testing
Site 2 Site Links• Directories• Site Listings• Syndicated PR
Conversion EnhancementsMetrics Setup
Foundational SEM Model
OrganicSearch
Brochureware
WebsiteLanding Pages Conversion
Name Recognition
Customer Loyalty
Recommendations
BacklinksPPCSearch
Results (Months 1-4)
$0$500
$1,000$1,500$2,000$2,500$3,000$3,500$4,000$4,500
1 2 3 4
ProfitCostGoal
SEM Expansion TacticsP1.2 to P2.0 – 3 to 9 MonthsSEO Expansion
Content Development– Goodwill content– Expanded brochure
PPC Expansion
Basic PR• Press Releases• Newsletters• Article Syndication• Blogging
Conversion EnhancementsMetrics Analysis and Refinement
SEM Expansion Model
OrganicSearch
Brochureware
WebsiteLanding Pages Conversion
Name Recognition
Customer Loyalty
Recommendations
BacklinksPPCSearch
GoodwillBuilders
Conversion Mechanisms
Results (Yr1)
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
1 2 3 4 5 6 7 8 9 10 11 12
ProfitCostGoal
Optimized Buzz Tactics(Phase 2 & 3)SEO Expansion• Goodwill Content• User Generated Content
PPC + Media• Paid Banners• Affiliate Marketing• Sponsorships
Buzz PR• Community Site
– Blogs & Forums• Social Marketing• Edu-Marketing• Giveaways/Sweepstakes• Loyalty Programs• Advergamming• Tools & Widgets• Viral Videos• Syndication / RSS• Cause Marketing• Extranets• Online Influencer Campaigns• Word of Mouse Campaigns
Touch Programs• Retention Programs• User Requests• Trusted Advisor Requests Reputation Management
Optimized Buzz Model
OrganicSearch
Brochureware
WebsiteGoodwillBuilders
Sales
Landing Pages
BuzzGenerators
Conversion Mechanisms / Buzz Enablers
UserDB
Word of MouseRecommendations
Conversion
Name Recognition
Customer Loyalty
Recommendations
TraditionalAdvertising
Back Links
RetentionPrograms
ViralTouches
NegativePR
OnlineAdvertising
Results (Yrs.1-2)
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
ProfitCostGoal
OnlineAdvertising
RetentionPrograms
ViralTouches
Back Links
Word of MouseRecommendations
OrganicSearch
Brochureware
GoodwillBuilders
Sales
Landing Pages
BuzzGenerators
Conversion Mechanisms / Buzz Enablers
UserDB
ConversionName RecognitionCustomer LoyaltyRecommendations
TraditionalAdvertising
NegativePR
Synergy Model
Results (Yrs.1-3)
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
1 7 13 19 25 31
ProfitCostGoal
Secret to Making It Online
Transform your website into a buzz generating, loyalty building selling machine
Feed the machine everyway possible
How do I get there?Attend future lectures in our series:- SOM Architecture: Essential Elements- Create your own SOM plan
Visit our site www.leveltendesign.com
Contact me [email protected]
