developing an online marketing plan
DESCRIPTION
Find out how to build a marketing plan including SEO (search engine optimization), CPC (adwords), CPM (display), email marketing and referral marketing. Learn how to prioritize channels and balance your efforts. Information used from the following sites: http://www.polevaultmedia.com http://searchengineland.com/seotable http://www.slingshotseo.comTRANSCRIPT
DEVELOPING AN ONLINE MARKETING PLANTONY PASSEY
AUDIT THE CURRENT WEBSITE OR PLAN A NEW ONE.
Is the site transactional or informational?
• Informational – Interactive brochure online
• Usually when things move around on the screen that will add cost (eg. Javascript)
• Transactional – Online product or service sales
• Transactional or E-Commerce are usually more expensive because of security and complexity
TARGET DEMOGRAPHICDefine 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
Email 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
QuickerReturn
LongerReturn Organic
Traffic
Referral Traffic
Paid Search Traffic
Display Ads
Email Marketing
Online Marketing
Plan
PRIORITIZATION OF CHANNELS
New startup:
Existing Business(new to internet marketing)
Marketing for a
Specific Project or
Event
Organic Traffic
Referral Traffic
Paid Search Traffic
Display Ads
Email Marketing
Organic Traffic
Referral Traffic
Paid Search Traffic
Display Ads
Email Marketing
Organic Traffic
Referral Traffic
Paid Search Traffic
Display Ads
Email Marketing
Online Marketing
Plan
ORGANIC SEARCH ENGINE RESULTS PAGES
Online Marketing
Plan
Organic 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
Online Marketing
Plan
Organic Traffic
Data from a study doneby Slingshot SEO
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 talk 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
Referral Traffic
Online Marketing
Plan
Organic Traffic
WHAT HAPPENED?
Referral Traffic
Online Marketing
Plan
Organic 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
Referral Traffic
Email Marketing
Online Marketing
Plan
Organic 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 numbers
Email Marketing
Online Marketing
Plan
Organic Traffic
Referral Traffic
WHAT ARE THE NUMBERS
Email Marketing
Online Marketing
Plan
Organic Traffic
Referral Traffic
Email Marketing
Online Marketing
Plan
Organic Traffic
Referral Traffic
ADVERTISING
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 users
Email Marketing
Online Marketing
Plan
Organic Traffic
Referral Traffic
Paid Search Traffic
Display Ads
COST PER CLICK
• More expensive
• Idiot warfare
Bing
• Cheaper
• More effective
• Lower Volume
Email Marketing
Online Marketing
Plan
Organic Traffic
Referral Traffic
Paid Search Traffic
Display Ads
DISPLAY
You have to decide who your target is and where they are.
Ads on KSL – Retail vs. Network vs. Wholesale
- $30 per 1000 views
- $3.50 per 1000 views
- $.45 per 1000 views
TARGETING PEOPLE OR LOCATIONS
What does an ad at the superbowl cost?
What does an ad in the bathroom at the superbowl cost?
What does an ad on the windshield cost?
FOLLOW-UP
Tony Passey
Assistant Professor, Lecturer
David Eccles School of Business
University of Utah
@tonypassey