Online Marketing Online Marketing StrategyStrategy

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AgendaAgenda• Old school marketing vs. new school• Components of online marketing• Selecting a website platform• Selecting an Ecommerce platform• Mobile Readiness• Online marketing strategies• SEO fundamentals• PPC fundamentals• Organic vs. Paid Search• PPC strategy• Q&A

Old School vs. New Old School vs. New School MarketingSchool Marketing

• Old way of marketing:o Open a store and hope that it attracts customerso Push marketing – interrupt consumers at marketer’s discretion (tv, radio, telemarketing, direct mail, print, billboards)

o Not very efficient and can be costly

• New way:o People search for products and services through search engines, social media, referrals

o If you are not found when consumers are searching, that is a loss of potential revenue

Components of Components of Online Marketing Online Marketing

StrategyStrategyMobile/cross browser friendly

SEO

PPC

Social Media

Analytics

Optimized Website / E-commerce

Content Strategy

(blog, email marketing)

Online Marketin

g Strategy

Online Marketin

g Strategy

Selecting a website Selecting a website platformplatform

• Open source platforms• Open source software is software whose source code is available for modification or enhancement by anyone.

• Popular Open source CMSo Drupalo Joomlao Wordpress

• Custom built• Hand coded

Pros and Cons: Web Pros and Cons: Web PlatformsPlatforms

Platform Pros Cons Who is using it?Drupal -Good for data intensive website

-Powerful/flexible/stable to build for hundreds/thousands of users-Strong version control makes a good choice for enterprise clients

-Steep learning curve--Good plugins (modules) not free-Lack of Good themes

whitehouse.gov data.gov.uk

Joomla -Relatively user friendly and easy to use – new users with find UI polished, flexible and Powerful-Strong Developer community-Extension variability – components, plugins, modules, templates and languages-Strong content management capabilities as it was originally designed for enterprise use

-Some learning involved-Lack of SEO capability vs. Wordpress (simple plugin)-Limited ACS (access level control), not suitable for enterprise solution

Cloud.comLinux.com

Wordpress -Flexible enough for fortune 500 companies as well as for small person websites-Allows multiple authors-Huge plugin library-Highly intuitive -Strong SEO-Easy customization with little grasp of HTML/CSS

-Easy to hack out of box, third party software to secure-Incompatible with old plugins-Limited design options-Limited CMS capability because was originally introduced for blogging

NYTimes, CNN, Forbes and Reuters, more than 68 million websites run on wordpress

Pros and Cons: Pros and Cons: Open source vs. Custom Open source vs. Custom

BuiltBuilt

Custom Built

Pros Cons

Can be tailor made to suite specific needs of user experience, layout, colors and overall personality

Can be expensive and time consuming to build a CMS

More secure in general Additional structuring required to make it SEO friendly

Can be made lean and focused, avoiding 1 size fits all

No plugins

Open source

Pros Cons

Structure of the website is pre-built and plugins available

Upgrade & Security when new versions/updates come out

User friendly back-end to make changes to the site

Slightly more prone to hacking because of being open source

Free Requires advanced knowledge of coding to customize (php/mysql)

Ecommerce PlatformsEcommerce Platforms• Open source

o Magento is the most popular open-source platformo Other examples: osCommerce, OpenCart, SpreeCommerce, PrestaShop, VirtueMart, Ubercart, Zeuscart, AFCommerce, Zen Cart, Simplecart js, Tomato Cart, CubeCart, RokQuickCart, StoreSprite

• Custom – built from scratcho Customizable to suit your specific needs

• Hostedo Shopify, BigCommerceo Many of the open source platforms listed above offer a hosted version and enterprise version

o i.e. Mangento Go-Hosted version starts at $15/month; Enterprise version: $15,000/year

Ecommerce PlatformsEcommerce PlatformsPlatform Type Pros ConsMagento CE Open Source -Magento top (200k+ installations) – Nike,

Paul Smith, Warby Parker-Payment integration is seamless-SEO friendly – keyword rich urls and generates meta data automatically-Free-Huge library of extensions

-Code base is difficult and thousands of file-Needs special hosting,

Shopify Hosted Solutions -Hosted solutions, Good for small retailers and start ups -Great support 24/7, built in marketing features

-Unlimited plan $179/month and transaction fee-Customization is a problem-If you cancel your account, all your data is lost.

Volusion Hosted Solutions -Great design options-Great marketing

-Hosting is not the best-Technical support average-Hosting can get pricy - $159/mt

Big Commerce Hosted Solutions -Great for startups and small business-Gold plan in $79/mt-SEO friendly – automatic XML sitemap, seo friendly urls and site hierarchy-Ease of use-Mobile friendly-Newsletter integration with icontact

-Not responsive, not lot of design options-Limited 3rd party apps-Customization difficult

Mobile readinessMobile readiness• Mobile app use increased 115% in 2013 • In 2013, 17.4% of web traffic has come through mobile,

representing more than a 6% increase since 2012

Online Marketing Online Marketing StrategiesStrategies

• 3 components:

1. SEO

1. PPC

1. Other – Newsletter, Viral Marketing etc.

SEOSEO• SEO is the process of improving the amount and quality of traffic to your website. SEO is organic (natural) search.

Rank based on PPC bidding

Rank based on google’s 200+ parameters

How Google Ranks How Google Ranks WebsitesWebsites

Google Ranking of Website

Backlinks

Social Networking

Search friendly graphics

Meta Description200+ parameters

Keyword density

Keyword phrase

Relevant & Unique content

URL

SEO Strategies: SEO Strategies: On-siteOn-site

1. Original Contento Content is KING – blogs, videos, case studies etco Focus on content that is useful, information and unique

2. Keywordso Keyword research first step in successful SEO strategyo Use Google Adwords Keyword Planner to evaluate

competitiveness of words3. Competitor analysis 4. Meta description

o Utilize key words + write compelling contento 155 characterso Should be unique for each pageo Focus on value for users and not on search engine as much

Where to find Metadata?Where to find Metadata?

Meta Title and DescriptionMeta Title and Description

SEO Strategies: SEO Strategies: On-siteOn-site

Keyword search

Description under 155 characters

Title under 60 characters

SEO Strategies: SEO Strategies: On-siteOn-site

5. Title – Meaningful and unique title for each page

6. Product imageo Quality images for positive user experienceo Image names (alt tags) should be relevant and descriptive

(i.e. use RedSofaSpingCollection.jpg instead of image1.jpg)

7.Site Mapo Lays out the inner structure of the websites content to the

search engineso Site map on home page as well as XML site map inside the

code

8.301 Redirecto Permanent redirect from one URL to another

9.Missing page (404 errors) redirect

SEO Strategies: SEO Strategies: On-siteOn-site

5. Title – Meaningful and unique title for each page

6. Product imageo Quality images for positive user experienceo Image names (alt tags) should be relevant and descriptive

(i.e. use RedSofaSpingCollection.jpg instead of image1.jpg)

7.Site Mapo Lays out the inner structure of the websites content to the

search engineso Site map on home page as well as XML site map inside the

code

8.301 Redirecto Permanent redirect from one URL to another

9.Missing page (404 errors) redirect

SEO Strategies: SEO Strategies: Off-SiteOff-Site

1. Back-linkingo Quality links pointing to your websiteo Build back links by submitting press releases, submit to

popular blogs, good quality product images or graphics that will influence bloggers and websites to link to that content

2. Social Mediao Strong social media presence – send search engines signals

of influence and authority.o Add Google + to social media strategy

3. Consumer Reviews (Yelp, Trip Advisor, City Search)

4. Search engine submissions / directory listings (DMOZ)

Key Word AnalysisKey Word Analysis

Paid Search (PPC)Paid Search (PPC)• What is it?

o It is the process of gaining traffic by purchasing ads on search engines results page (SERP) when someone types in specific keywords or phrases to the search engine.

o Instant results, shows up next to organic search results. o Powerful targeted marketing and sales toolo Complements your other marketing strategies, not a

replacement

• What are the different kinds: o Ad Words (Google) – most popularo Yahoo Bing Marketing

Organic vs. Paid Organic vs. Paid SearchSearch

Organic Paid (PPC)Pros:•Results are non-bias•Longer-term ROI - Natural results generate more traffic•Increase traffic without increasing budget

Cons:• Top placement can take a

long time (months or years)• Placement can fluctuate, so

efforts must be continuously maintained

• No guarantee results

Pros:•Instant traffic – will notice traffic within hours of activating your account•Split testing – can test several ad copies to see which ones convert better•Better trackingCons:•Can be expensive if not implemented properly•Requires regular monitoring of ad campaigns

Paid Search Paid Search StrategyStrategy

1. Keyword analysiso Create campaign

2. Set a budgeto Set a daily budget maximumo Spread budget throughout the day

3. Create Campaign4. Optimize Ad copy5. Monitor6. Review/adjust budget

Marketing BudgetMarketing Budget1. Where do you want to be next year (set a goal)1. Where do you want to be next year (set a goal)

2. What is your average revenue on each client?2. What is your average revenue on each client?

3. What are you willing to pay to acquire each client? 3. What are you willing to pay to acquire each client?

4. Divide your revenue by average revenue per customer. This will give you how many customer you need to achieve your goal

4. Divide your revenue by average revenue per customer. This will give you how many customer you need to achieve your goal

5. Multiply number of customer needed by cost you are willing to pay to acquire each customer.

5. Multiply number of customer needed by cost you are willing to pay to acquire each customer.

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• Q&A

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