building your online presence: trucking

ONLINE PRESENCE:TRUCKING

TONY PASSEY

POLEVAULT MEDIA

WHAT MOST BUSINESS OWNERS I MEET SAY:

I don’t know the difference between a good website and a bad website.

I don’t really understand how to send people to my website.

I don’t like to spend money on my online presence because I can’t quantify any return on investment.

I don’t know how my website really can increase my business.

These are all honest statements.

HERE ARE SOME THINGS YOU NEED TO KNOW FIRST

What type of website?

Informational – Interactive brochure online

Transactional – Online product or service sales

Transactional or E-Commerce are usually more expensive because of security and complexity

Usually when things move around on the screen that will add cost to a project (javascript)

WHERE DO YOU BEGINWho is your target user?

• Define 90% of your users

• Clients• Partners• Job Seekers

• Prioritize the users

• Clients bring money

Partners and Job seekers are neccessary

If you don’t plan to spend time on your site, make sure you have someone that will internally.

HOW DOMAINS, HOSTING AND WEBSITES FIT TOGETHER

235 Vine St.

Street Address = Domain or Web Address

Custom Home = Website

Hosting = Neighborhood

WE USED TO BE ABLE TO JUST PLACE A YELLOW PAGE AD

Online Marketing

Plan

Organic Traffic

Referral Traffic

Paid Search Traffic

Display Ads

Email Marketing

Proper Website

Target Demographic

Tracking / Analysis

WHAT TYPE OF TRAFFIC DO YOU NEED?

Each traffic channel is suited for different types of traffic

Some take more money

Some take more time

Some take more skill

Online Marketing

Plan

Lower Cost Higher Cost

QuickerReturn

LongerReturn Organic

Traffic

Referral Traffic

Paid Search Traffic

Display Ads

Email Marketing

Online Marketing

Plan

PRIORITIZATION OF CHANNELS

New startup:

Existing Business(new to internet marketing)

Marketing for a

Specific Project or

Event

Organic Traffic

Referral Traffic

Paid Search Traffic

Display Ads

Email Marketing

Organic Traffic

Referral Traffic

Paid Search Traffic

Display Ads

Email Marketing

Organic Traffic

Referral Traffic

Paid Search Traffic

Display Ads

Email Marketing

Online Marketing

Plan

ORGANIC SEARCH ENGINE RESULTS PAGES

Online Marketing

Plan

Organic Traffic

Paid Ads

Organic Listings

Paid Ads

Organic Listings

“COMMERCIAL CARRIER INSURANCE”

Bing cost per click = $.51

Google cost per click = $5.63

Online Marketing

Plan

Organic Traffic

Online Marketing

Plan

Organic Traffic

WHY DO WEBSITES RANK?

SIMPLEST WAY TO UNDERSTAND SEO

Can the robots read your site?

Is what they read relevant to your goals?

Do others link to your site correctly?

Are people talk about your site online?

Online Marketing

Plan

Organic Traffic

REFERRAL MARKETING

When someone else refers a friend you trust it.

What types of referrals do you want?

• Blogs and articles about your company

• Social Media about you or your company

• Partnerships and alliances

Referral Traffic

Online Marketing

Plan

Organic Traffic

MATT CUTTS + POLEVAULT

Referral Traffic

Online Marketing

Plan

Organic Traffic

WHAT HAPPENED?

Referral Traffic

Online Marketing

Plan

Organic Traffic

EMAIL MARKETING

Two types of emails:

Warm emails to people that know you*

Prospecting emails to people that don’t know you or SPAM!

*One of the least expensive ways to drive traffic

Referral Traffic

Email Marketing

Online Marketing

Plan

Organic Traffic

HOW DO YOU BUILD AN EMAIL LIST?

Have a partner send an email about you and have a data collection point.

Advertise and collect information

Purchase a list / rent a list

NOTE: Know your numbers

Email Marketing

Online Marketing

Plan

Organic Traffic

Referral Traffic

WHAT ARE THE NUMBERS

Email Marketing

Online Marketing

Plan

Organic Traffic

Referral Traffic

Email Marketing

Online Marketing

Plan

Organic Traffic

Referral Traffic

ADVERTISING

When you decide how to advertise you need to consider your mix of marketing and your budget.

Paid Search = CPC = Show ads to searchers

Display Ads = CPM = Showing ads to target users

Email Marketing

Online Marketing

Plan

Organic Traffic

Referral Traffic

Paid Search Traffic

Display Ads

COST PER CLICK

Google

• More expensive

• Idiot warfare

Bing

• Cheaper

• More effective

• Lower Volume

Email Marketing

Online Marketing

Plan

Organic Traffic

Referral Traffic

Paid Search Traffic

Display Ads

DISPLAY

You have to decide who your target is and where they are.

Ads on KSL – Retail vs. Network vs. Wholesale

- $30 per 1000 views

- $3.50 per 1000 views

- $.45 per 1000 views

TARGETING PEOPLE OR LOCATIONS

What does an ad at the superbowl cost?

What does an ad in the bathroom at the superbowl cost?

What does an ad on the windshield cost?