maximizing your online presence

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Maximizing Your Online Presence: A Comprehensive Guide to Internet Marketing Greg Guenther, WebpageFX Follow along in the back: http://goo.gl/audIuo

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A Comprehensive Guide to Internet Marketing

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Page 1: 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

Page 2: Maximizing Your Online Presence

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

Page 3: Maximizing Your Online Presence

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

Page 4: Maximizing Your Online Presence

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

Page 5: Maximizing Your Online Presence

TACTIC: ORGANIC SEO

Page 6: Maximizing Your Online Presence

TACTIC: ORGANIC SEO

Advantages

• High ROI

• Low traffic cost

• Longevity

Disadvantages

• Duration

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

Page 7: Maximizing Your Online Presence

ORGANIC SEARCH:Click Through Rates

Chart by seobook.com

Page 8: Maximizing Your Online Presence

ORGANIC SEARCH:Things to Consider

Chart by SEOmoz

Page 9: Maximizing Your Online Presence

ORGANIC SEARCH:Keyword Rich Content

Increase Search Traffic & Leads 10% to 40%

Page 10: Maximizing Your Online Presence

ORGANIC SEARCH:Site/Server Cleanup

Other issues:Duplicate ContentMultiple websitesInternal error pages

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

Page 11: Maximizing Your Online Presence

ORGANIC SEARCH:Link Building

30% increase in traffic YoY

Penal

ty

Indu

cing

Page 12: Maximizing Your Online Presence

UNIVERSAL SEARCH

Maps Pro:Perfect for local

Maps Con: Requires an address

Page 13: Maximizing Your Online Presence

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

Page 14: Maximizing Your Online Presence

TACTIC: PAID SEARCH

Page 15: Maximizing Your Online Presence

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

Page 16: Maximizing Your Online Presence

TACTIC: PAID SEARCH

Page 17: Maximizing Your Online Presence

TACTIC: PAID SEARCHGoogle Shop, Remarketing, and Dynamic Remarketing

Google Shop Feed

Remarketing

DyanmicRemarketing

Page 18: Maximizing Your Online Presence

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

Page 19: Maximizing Your Online Presence

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

Page 20: Maximizing Your Online Presence

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

Page 21: Maximizing Your Online Presence

TACTIC: SOCIAL MEDIA

Page 22: Maximizing Your Online Presence

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

Page 23: Maximizing Your Online Presence

TACTIC: EMAIL MARKETING

Page 24: Maximizing Your Online Presence

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

Page 25: Maximizing Your Online Presence

TACTIC: EMAIL MARKETING

Graphic by bluefountainmedia.com

Page 26: Maximizing Your Online Presence

TACTIC: CRO

Graphic by kaushik.net

Page 27: Maximizing Your Online Presence

TACTIC: CRO

Advantages

• If traffic, very high ROI

• Lower cost than traffic

Disadvantages

• Need traffic

• Website might not support

Page 28: Maximizing Your Online Presence

CRO:Case Study

Results:100% increase (doubled conversions)

Old site: 64 forms/year

Optimized: 50 forms/month

Page 29: Maximizing Your Online Presence

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

Page 30: Maximizing Your Online Presence

TACTIC: IMPROVED WEBSITE

NewOld

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

Page 31: Maximizing Your Online Presence

ESTIMATED EFFECTIVENESSOPINION

Chart by SEOmoz

Page 32: Maximizing Your Online Presence

NUMBERS RULE! BE AGILE!

Page 33: Maximizing Your Online Presence

VISIT OUR BOOTH!

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

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

Page 34: Maximizing Your Online Presence

CLOSING

Questions?Greg Guenther - Web Strategist,

WebpageFX, [email protected]

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

Facebook.com/webpagefx Twitter.com/webpagefx