fundamentals of creating successful online marketing strategies
TRANSCRIPT
Fundamentals of Creating Successful Online Marketing Strategies
Peter LeshawFollow me @PeterLeshaw
LinkedIn.com/in/PeterLeshaw
The Internet Marketing Strategist
• Peter Leshaw• Over 16 Years Experience• Worked on both Brand and Agency Teams• Past-President (2014-15): South Florida Interactive
Marketing Association SFIMA.com• Speaks Nationally: Pubcon, SEMPO, FDMA• Member: NSU Business School, Entrepreneur Council
since 2010• Director of Internet Marketing, MDT Marketing
MDTMarketing.com• Higher Education Marketing
Online Marketing Strategies
• Branding• Lead Generation• Social Awareness
Online Marketing Campaigns• Branding
Search Engine Optimization (SEO)Search Engine Marketing (SEM)Social Media Marketing (SMM)
• Lead GenerationSearch Engine MarketingDigital AdvertisingContent MarketingEmail Marketing
• Social AwarenessSocial Media MarketingContent Marketing
Online Marketing Channels
• Search Engine MarketingPay Per ClickGoogle AdwordsBing AdCenterYahoo Gemini
• Digital AdvertisingPay Per Impression
AdRollDoubleClickInfolinksRocketfuel (Programmatic)
• Email MarketingDirect Response Marketing
Constant ContactExact Target (Salesforce)Silver Pop (IBM)
• Social Media MarketingPaid Social Media Marketing
LinkedInFacebookTwitterYouTube
Online Marketing Definitions
• Search Engine Optimization (SEO)The process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.
• Search Engine Marketing (SEM)A form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.
Example: Pay Per Click Ads (PPC)
ORGANIC TRAFFIC
PAID TRAFFIC
How To SEO 101• Every Page Should Have a Unique Page Title
(Meta Title Tag)
• Every Page Should Have a Unique Description with a CALL TO ACTION (Meta Description Tag)
• Every Page Should Have a group of 2-4 Keywords That Are the Most Popular and Relevant Words To Describe the Content of That Page
• Every Page Should Have An Unique Image (Alt Image Tag)
• Every Page Should Have at Least 250 words used to illustrate why that page is unique and important to the visitor
• Google’s Starter Guide to SEO: • http://goo.gl/Rzrfhu
• Create a Sitemap:– Start by creating an outline of all the
pages that you want on the site.• Keyword Discovery:
– Search Google for the types of products you offer and take note of only the relevant keywords that got you to what you were searching for.
• Create Content– “massage” the relevant words into
all aspects of your websites content.
Search Engine Optimization (SEO)• SEO: the process of
maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.
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5678 Organic
Local Search Engine Optimization
• Local SEO:The process of optimizing your website so that you can gain higher local search rankings. Over a 1/3 of all searches in 2014 was local and when you include non geo-targeted keywords that trigger local results, the number nears 50%
Moz Local ($84 / year)https://goo.gl/Gd4b66
Local SEO
What You Need To Succeed In SEO1. Website: Optimize Your Content
– Unique Content– Concise Sitemap and Navigation – EASY TO READ CONTENT– Clear Call To Actions – Requests Users To “Sign Up” or “Submit” Information
2. Email List: Grow and Segment Your Email List– Offer Something Value Added:
• Newsletters, Premium Content, Special Offers
3. Claim Your Local Listing: Get Reviewed– Google, Yahoo, Bing, >>>> Moz Local– Include Photos, Videos, All Location Information (hours of
operation, payments)– Links to Testimonials and Reviews !!!!!
4. Participate In Social Media: Speak Out– Be Transparent 33% (Share Corporate Culture)– Be Relevant 33% (Share Good Links, Articles, Resources)– Be Friendly 33% (Reach Out To Like Minded)
SEO Tactics To Focus On• Email Marketing is still the cheapest form of online marketing that
returns the highest results. Low Cost and High ROI. – One To One Marketing: Personalize email’s whenever possible.– Keep Subject Lines Short and REALLY SWEET!– Always include a Call To Action
• Ask For Reviews: Link To Your Business Listing
• Speed Up The Web: Keep Image Sizes Small, Spend More For Dedicated Hosting
• Content, Email, and Social Media Marketing: Focus efforts on proving that you are the expert through a drip marketing campaign via email and social, Mix in access to premium services only offered to those on your list.
How To Measure Success of An SEO Campaign
• Month Over Month % Increase:– Unique Visitors From Search– Number of Referrals– Number of Organic Keywords– Bounce Rate
Total Cost (Time and Effort) / Total Number of Leads = Cost Per SEO Lead
Search Engine Marketing (SEM)• SEM: a form of Internet
marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.Paid Search or Pay Per Click Ads (PPC)Is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked.
Adwords PPC
What You Need To Succeed In PPC• Have a 3, 6, or 12 Month Ad Spend Budget• Have Conversion Goals
– Cost Per Lead– Cost Per Sale
• Track EVERYTHING!– Conversions:
• Leads• Sales• Calls• Downloads• Form Submissions• Chat
• Get Certified in Adwords or Hire an Expert
Tactics To Focus On PPC
Mobile MarketingPay Per CallMobile Landing Pages
Display / Content NetworkAudience TargetingAttribution Modeling
How To Measure Success of An SEM or Pay Per Click Campaign
• Average Cost Per Click• Click Thru Rate• Conversion Rate• Cost Per Lead (Conversion)• Cost Per Call
Total Cost (PPC Ad Spend) / Total Number of Leads = Cost Per PPC Lead
What You Need To Succeed In Email1. Organic Email List, Preferably Your Own– Do Not Purchase A List
2. Segment Your List– Demographics– Buying Habits– Interests
3. Awesome Subject Lines4. Email Service Provider
Less Graphics, Clear Call To Action
Tactics To Focus On Email
•Offer “Premium” Content or Services to those who sign up• Create a “Drip” Marketing
Funnel (1-6 weeks)–Submit–Welcome Email / Offer 1–Email Drip 2 – Video Testimonial–Email 3 – Promo 1 / Offer 2
How To Measure Success of An Email Campaign
• Open Rates Above or On Par with Industry Standards – Marketing Sherpa
• High Click Through Rates• Traffic To Your Site From Email
Campaign• Less than 1% Opt Out or Junk Label per
send
Which Strategy Applies To My Business?
• Search Engine Optimization– Search Engine Optimization– Content Marketing– Social Media Marketing– Can Be Created In-House
• Email Marketing
• Search Engine Marketing– Search Engine Marketing– Digital Advertising– Pay Per Lead– Must Determine Your Cost Per Lead / Sale
Short Term
1 Day $$$$
Long Term
60+ Days
$$
Thank You!
Peter Leshaw, Director of Internet [email protected]/PeterLeshawwww.Linkedin.com/In/PeterLeshaw
Check Out www.SFIMA.com for our next event and contact me for a free invite to the next Educational event.