REACH, ENGAGE, AND CONVERT
Online Marketing
• Consumers online behaviors
• Digital Audit
• Website analysis
• Search Performance
• Social Presence
• Audience Targeting Online
• Display
• Search
• Social
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Agenda
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ROI Model designed by Brian Critchfield, Author “Marketing From the Navel”
• Purpose of Site – Call to Action
• Unique Value Proposition
• Title Tag
• Back Links
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Web Site Review
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Free Web Analysis Tools
• Volume of Google Searches
• Top Keyword Phrases used to search for your product, service, or brand
• Your sites’ rank
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Search Performance
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Google Keyword Tool
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Google Customized (Personalized) Search
• Search Google – Turn off Personalized Search
– Top 10 keyword phrases
– Note your organic rank and maps appearance
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Search Engine Results
• Start with the big 3 – Google Places Reviews
• Location Based Social Sites – Foursquare
– Get Glue
• Up and Comers . . . . .. – Pinterest
– WeRewards 12
Social Media Presence
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Google Places Page
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Page
Conversation is happening! Let’s get involved!
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Search.twitter.com
• Consumers online behaviors
• Digital Audit
• Website analysis
• Search Performance
• Social Presence
• Audience Targeting Online
• Display
• Search
• Social
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Agenda
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Audience Targeting
Your Consumer
• Banner Ads
– CPM based purchasing
– Inventory available is based on page views
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Display Advertising
Display Advertising
Au
die
nce
Bas
e
$$$$
$
ROS / Remnant
Content
Geo / Demo
BT
Behavioral Targeting
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Email Marketing
Grow database of consumers
Continue conversation (engage)
Offers - coupons
Special Invitations to Events
Things to Do
Insider Information
Advocacy programs
Call to Action!
Search
Paid
Local
Organic
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41.5% say they’d
recommend a business that
they heard about from
friends on Facebook
36% recommend brands
they learned about on
Blogs
eMarketer 11/2011
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The Watershed Moment!
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“Every So Often, Something Comes Along that Changes the Rule Book” Jim Licinski, Google
Jim Licinski, VP U.S. Sales and Services, Google “Winning the
Zero Moment of Truth”
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Jim Licinski, VP U.S. Sales and Services, Google “Winning the
Zero Moment of Truth”
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Step #1 Fill the Theater
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Facebook Targeted Ads
• Location
• Language
• Education
• Work
• Age
• Gender
• Birthday
• Relationship Status
• Likes & Interests such as “BMW Meet up", “road track racing", or “corvette club”
• Connections (Friends)
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Step #2 Start the Show
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Convert
• Everything is going mobile! – Mobile optimized site
– Search
– Social
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Mobile
• Goals – Direct Response
– Research
– Talk with friends
• Analytics – Planning measurement around those goals
• Optimize – Adjust investment
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Measure, Monitor and Adjust
• Audit your companies site, search performance and social presence
• Identify target audiences
• Set measureable goals
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Next Steps