maximizing your online presence

Maximizing Your Online Presence:A Comprehensive Guide to

Internet Marketing

Greg Guenther, WebpageFX

Follow along in the back:http://goo.gl/audIuo

Greg GuentherWeb Strategist, WebpageFX

Industry Professional:

4 years as internet marketer

8 years in web industry

• 2013 Technology Company of the Year• 2012 Business of the Year• #1 SEO (Heardable.com)• 50 Fastest Growing Company• Inc. 5000 Representative

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

TACTIC: ORGANIC SEO

TACTIC: ORGANIC SEO

Advantages

• High ROI

• Low traffic cost

• Longevity

Disadvantages

• Duration

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

ORGANIC SEARCH:Click Through Rates

Chart by seobook.com

ORGANIC SEARCH:Things to Consider

Chart by SEOmoz

ORGANIC SEARCH:Keyword Rich Content

Increase Search Traffic & Leads 10% to 40%

ORGANIC SEARCH:Site/Server Cleanup

Other issues:Duplicate ContentMultiple websitesInternal error pages

When optimized, can result in 25% to 35% increase in search traffic

ORGANIC SEARCH:Link Building

30% increase in traffic YoY

Penal

ty

Indu

cing

UNIVERSAL SEARCH

Maps Pro:Perfect for local

Maps Con: Requires an address

Local Search:Google+ Business Page

Results:50% increases in organic search traffic year over year

A restaurant’s reservations went up 92.5% in 30 days after implementation

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: PAID SEARCH

TACTIC: PAID SEARCHGoogle Shop, Remarketing, and Dynamic Remarketing

Google Shop Feed

Remarketing

DyanmicRemarketing

Paid Search:A / B Testing

What to test:•Headlines•Body Text•Links•Keywords

Best practices:•Test ad variations simultaneously•Test one thing at a time•Test early and often•Pay attention to the data you collect•Test your campaigns long enough for accurate results

TACTIC: SOCIAL MEDIA

To Download:http://www.cmo.com/articles/2011/3/10/the-2011-cmos-guide-to-the-social-landscape.html

Establish a social presence through top social media channels including Facebook, Twitter, Pinterest, YouTube, Google+, Flickr and much more

Actively engage with social media users to foster new relationships that compel them to purchase and move them to recommend your site to others

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

Social Media:Case Study

• 65% increase in user engagement on Facebook timeline and over 500% fan growth year to year (on average Facebook advertising provides 1 new Fan for every dollar spent)

• Google+ affects your search engine rankings

• Call to action pin button sees 80% increase in user engagement

• Pins related to trending topics see an average of 94% increase in click throughs

• Shoppers referred by Pinterest are 10% more likely to buy

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

CRO:Case Study

Results:100% increase (doubled conversions)

Old site: 64 forms/year

Optimized: 50 forms/month

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

Can result in a ~20% increase in search traffic and a ~20% decrease in bounce rate

ESTIMATED EFFECTIVENESSOPINION

Chart by SEOmoz

NUMBERS RULE! BE AGILE!

VISIT OUR BOOTH!

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

You can download the PPT here:http://goo.gl/audIuo

CLOSING

Questions?Greg Guenther - Web Strategist,

WebpageFX, Inc.greg@webpagefx.com

Office: 717-609-0362Presentation: http://goo.gl/audIuo

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