The Executive’s Guide to a Cohesive

Internet Marketing Strategy

William Craig, WebpageFX

Follow along in the back:http://www.webpagefx.com/PPT/

AGENDA

Introduction

Road Map

Your Status

Tactics4

Building Plan

3

2

1

5

WILLIAM CRAIGPresident, WebpageFX

Industry Veteran:

11 years as internet marketer

15 years in web industry

• Growth Company of the Year• Top 20 SEO Firm in USA• Companies to Watch in PA• Entrepreneur of the Year• Emerging Business of the Year• Technology Provider of the Year

WHERE WE WANT TO GO!

PRELIMINARY GOALS

3 MONTHS:

• 20% lead increase

• 10% cost increase

6 MONTHS:

• Redesigned and optimized

• Double email recipients

1 YEAR:

• 60% lead increase

• Strong blog & social

2 YEARS:

• Generate 25% more

leads/sales than next

competitor

• Mind presence for industry

4 YEARS:

• 2 year barrier on leadership

sales/leads

• Control 250 web properties

CURRENT STRENGTHS & WEAKNESSES

Industry Strengths

• Age of website

• Number of links

• # of pages of content

• Email distribution list

• Web analytics history

• Leadership buy-in

Industry Weaknesses

• Social media laggard

• No blog

• Low website conversion rate

• No usability assessment control

• HiPPO web design decision

• Leads not stored in CRM

COMPETITIVE ANALYSIS

Tools: attentionmeter.com & webpagefx.com/seo-tools/spiderfx/

Competitor 1 Competitor 2 Competitor 3 Competitor 4

Storefront Features ✓ ✓ ✓ ✓ - Live Chat ✓ ✓ ✓ ✓ - Product Reviews ✓ ✓ ✓ - Product Videos ✓ ✓ ✓ ✓ - Sort by Price ✓ ✓ ✓ ✓ - Order History ✓ ✓ ✓ ✓ - Product Image Enlarge ✓Marketing ✓ ✓ ✓ ✓ - Search Engine Optimization ✓ ✓ ✓ ✓ - Link Building ✓ ✓ ✓

STAKEHOLDERS & TARGET MARKET

Consumer Market

• Age

• Income

• Gender

• Profession

• Education

• Family Size

• Homeowner

• Marital Status

Business Market

• Geographic Location

• Size of Company

• Annual Revenue

• Number of Branches

• Number of Employees

• Industry

• Age of Company

Tools: adlab.msn.com & www.google.com/adplanner/

TACTIC: ORGANIC SEO

TACTIC: ORGANIC SEO

Advantages

• High ROI

• Low traffic cost

• Longevity

Disadvantages

• Duration

Tools: webpagefx.com/seo-tools/spiderfx/

ORGANIC SEARCH:Things to Consider

Chart by SEOmoz

ORGANIC SEARCH:Click Through Rates

Chart by seobook.com

UNIVERSAL SEARCH

Maps Pro:Perfect for local

Maps Con: Requires an address

TACTIC: PAID SEARCH

TACTIC: PAID SEARCH

Advantages

• Fast traffic & leads

• Geo-targeting

• Conversion funnel

• Devices and specific sites (Ex. iPhone or YouTube)

Disadvantages

• High cost

• Cost/competition increases

• Longevity

Tools: google.com/intl/en/adwordseditor/ & freekeywords.wordtracker.com

TACTIC: SOCIAL MEDIA

To Download:http://www.cmo.com/social-

media/cmos-guide-social-media-landscape/

TACTIC: SOCIAL MEDIA

Advantages

• Customer

communication

• Brand exposure

• Targeting

Disadvantages

• Lead generation

• Time hog without

strategy

Note: Every social site is different.

Tools: socialmention.com & hootsuite.com

TACTIC: SOCIAL MEDIA

TACTIC: EMAIL MARKETING

TACTIC: EMAIL MARKETING

Advantages

• Versatility

• Quality list, quality ROI

• Low distribution cost

Disadvantages

• ROI negative on small or overused list

• Lists can take years

Services: icontact.com & myemailfx.com

TACTIC: EMAIL MARKETING

Graphic by bluefountainmedia.com

TACTIC: CRO

Graphic by kaushik.net

TACTIC: CRO

Advantages

• If traffic, very high ROI

• Lower cost than traffic

Disadvantages

• Need traffic

• Website might not support

Tool: google.com/websiteoptimizer google.com/intl/en/websiteoptimizer/articles/topfiveelements.html

TACTIC: IMPROVED WEBSITE

“People evaluate TV news and politicians

in the same way: presentation matters more than substance. Why should we expect the web to be any different?”

- B.J. Fogg, Ph.D., who led the Stanford study

TACTIC: IMPROVED WEBSITE

NewOld

OTHER TACTICS - HANDOUTS

• Coupon Marketing

• Reputation Management

• Website Call Tracking (Improve ROI Calculation)

• Blogs

• Shopping Feeds

• Games

• Viral

• Video

• Pay-Per-Call

• Contests, Sweepstakes, & Promotions

• Mobile Websites

• Mobile Apps

• PPC Landing Pages

• Banner Ads

• Remarketing

• Online PR

• Affiliate Programs

• Microsites

• Email List Buys

• Podcast

• Blogger Outreach

OTHER TACTICS - CUSTOM

HISTORICAL PERFORMANCE

Chart by kaushik.net

INTERACTIVE CHANNEL GROWTH

ESTIMATED EFFECTIVENESSOPINION

Chart by SEOmoz

TACTIC: ALLOCATIONS

eCommerce

PPC 33%

SEO w/links 25%

Social 8%

Affiliate 8%

Conversion 5%

Email 5%

Shopping Feeds 5%

Blogger Promotion 4%

Video 4%

Coupon 3%

Leads - Local

PPC

40%

SEO

25%

Local Search

20%

Email

10%

Video 5%

TACTIC: ALLOCATIONS

Brand/AwarenessSEO 14%

PPC 14%

Social 14%

Online PR 13%

Video 9%

Rep Management 7%

Email 7%

Blog 6%

Banners 4%

Contests 4%

Viral 4%

Social Monitoring 4%

Leads - NationalSEO w/ links

55%

PPC15%

Email15%

Video10%

Blog 8%

Social 7%

M

STRATEGY & BUDGETALLOCATION

eCommerce Campaign

Monthly Marketing Budget

STRATEGY & BUDGETALLOCATION

Branding / Awareness Campaign

Monthly Marketing Budget

NUMBERS RULE! BE AGILE!

VISIT OUR BOOTH!

FREE website keyword scorecard:http://www.webpagefx.com/seo-tools/spiderfx/

For PPT:http://www.webpagefx.com/PPT/

CLOSING

Questions?

William Craig - President, WebpageFX, Inc.wcraig@webpagefx.com

Office: 717-609-0362