chris baggot, an integrated strategy for online marketing: email & search
TRANSCRIPT
An integrated Strategy for Online Marketing:
Search & Email.
Contact Information:Chris BaggottEmail: [email protected] – Chris Baggott
“Some people try to find things in this game that don't exist but football is only two things - blocking and tackling.”
Vince Lombardi
Core Marketing Philosophy:
Two Stages to All Relationships:
1. Acquisition
2. Retention
Search is the Acquisition Tool
44% of all web visits begin with a search
37% of people type a URL directly into the search box
“…..they (search engines) ultimately want to be your access point for anything connected to the Web.
Sean SilverthorneHarvard Business Review
Pubic Relations
VS.
Average Click Rates:74.5% organic results25.5% PPC
Total $ spent on Search:$5.5 bbl on PPC$660 mm on organic
In Forrester’s interviews, the most frequently mentioned
benefits of blogging were: greater brand visibility in mainstream media, on the Web, and word of mouth; improved brand perception; instantaneous consumer feedback; increased sales efficiency; and fewer customer service-driven PR blowups.
Why Blogging works for SEO
• Keywords• Titles• Recent Content• Lots of Content• Links both out and inbound
Relevance = Satisfaction
Know your keywords!
Taking the Relationship to the Next Level
1. Conversion
2. Retention
Pop Quiz:
Why do relationships fail?
Why is listening so important?
Why is listening so important?
Can you hear me NOW!
So you can respond appropriately
There only three ways to listen and respond appropriately:
There only three ways to listen and respond appropriately:
Email is the greatest marketing tool of all time
1. Easy
2. Driven by Data
3. Interactive
4. Cheap
“CRM is reemerging as a basic business enabler for revenue acceleration and retention management. . . and email is the core enabling technology.”
“Email is the Engine that Drives Relationships”
Source: Forrester Research, Inc.The Top Marketing Technologies…
•Leads Youth Group•Visited 5 times
Talk to people like you know them
Group•Former Customers
•Visited with 3 girlfriends•Cold & Rained
•Trying to decide if he should take family to beach or rafting
Personalization
Relevance
Personalization –More Attributes
Relevance
Dynamic ContentRelevance
Simple Relationship Building:
Jupiter ReportThe ROI of RelevanceDavid Daniels
Email Deliverability
Top Reasons Emails Are Filtered:
• Recipient Complaints!!!• Poor or Insufficient Permission• Content, Volume or List Quality
Filtering (spam traps)• Email Format, Faulty HTML• IP Address and Domain
Blacklisting• Lack of ISP Compliance
Perception.Your email practices are the single most important factor in determining if your email will be delivered.
•To Whom do you email? • What do you email? •When do you email? •Why are you sending this to me?
The answers to these questions will help determine the kind of reputation and the success you will have as a marketer.
Back to Relationships……
VS.
VS.
VS.
Contact Information:Chris BaggottEmail: [email protected] – Chris Baggott