developing an online marketing plan
TRANSCRIPT
DEVELOPING
AN ONLINE
MARKETING
PLAN
TONY PASSEY
WHAT ARE THE STEPS?
1. Determine your conversion goals
2. Plan an appropriate digital presence
3. Set up tracking and analysis tools
WHAT ARE THE GOALS OF
YOUR WEBSITE
Is the site transactional or informational?
• Informational – Interactive brochure online
• Goal is to attract information seekers for awareness,
branding, and education.
• Transactional – Online product or service sales
• Transactional or E-Commerce are usually more expensive
because of security and complexity
TARGET
DEMOGRAPHIC
Define 90% of your users – you can’t track 100%
• Age, Sex, Interests, Adoption Rate
• Estimate percentages of types of users
Prioritize the users
• Web properties that try to be everything to all people fail.
• Steps in your conversion funnel should be tailored to your
top users
DEFINE THE
CONVERSION
Conversion is a goal you are trying to have the user
accomplish
It can be transactional or a defined action. It may not have a
specific dollar amount tied to it.
• Complete an online purchase
• Submit a form
• Time on site
• Pages viewed
• View a specific series of pages
• Bounce rate (decrease)
TRACKING / ANALYSIS
Set up a way to track your performance metrics
• Built in tracking software (eg. Facebook insights)
• Third party tracking
• Google Analytics
• Web Trends
• Adobe Site Catalyst
• Additional tools for tracking and analysis
• Spreadsheets, Adobe Test and Target, Optimizely, SEO
tracking software
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
Display
Ads
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
One large consideration is Cost vs. Time
Online
Marketing
Plan
Lower Cost Higher Cost
Quicker
Return
Longer
Return Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
Display
Ads
Marketing
Let’s talk about each of these five channels.
Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
Display
Ads
Marketing
Online
Marketing
Plan
Organic
Traffic
Data from a study done
by Slingshot SEO
- 18.20% Click Through
- 10.05%
- 7.22%
- 4.81%
- 3.09%
- 2.76%
- 1.88%
- 1.75%
9.66%
5.51%
2.74%
1.88%
1.85%
- 9.66%
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 talking 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
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
WHAT HAPPENED?
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
PAID SEARCH
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Paid
Search
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
Referral
Traffic
Paid
Search
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
Marketing
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
HOW DO YOU BUILD
AN EMAIL LIST?
Have a partner send an email about you and have a data
collection point. (Joint Venture)
Advertise and collect information
Purchase a list / rent a list
NOTE: Know your numbersEmail
Marketing
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
WHAT ARE THE
NUMBERS
Marketing
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
Marketing
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
DISPLAY ADS
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 usersEmail
Marketing
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
Display
Ads
RETAIL / NETWORKS /
EXCHANGES
You have to decide who your target is and where they are.
Ads on KSL – Retail vs. Network vs. Wholesale
- $4 - $12 per 1000 views
- $3.50 per 1000 views
- $.45 per 1000 views
Marketing
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
Display
Ads
Questions?
Tony Passey
@tonypassey
Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
Display
Ads
Marketing