maximizing your online presence
DESCRIPTION
A Comprehensive Guide to Internet MarketingTRANSCRIPT
Maximizing Your Online Presence:A Comprehensive Guide to
Internet Marketing
Greg Guenther, WebpageFX
Follow along in the back:http://goo.gl/audIuo
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
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
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
TACTIC: ORGANIC SEO
TACTIC: ORGANIC SEO
Advantages
• High ROI
• Low traffic cost
• Longevity
Disadvantages
• Duration
Tools: webpagefx.com/seo-tools/crawlerfx/
ORGANIC SEARCH:Click Through Rates
Chart by seobook.com
ORGANIC SEARCH:Things to Consider
Chart by SEOmoz
ORGANIC SEARCH:Keyword Rich Content
Increase Search Traffic & Leads 10% to 40%
ORGANIC SEARCH:Site/Server Cleanup
Other issues:Duplicate ContentMultiple websitesInternal error pages
When optimized, can result in 25% to 35% increase in search traffic
ORGANIC SEARCH:Link Building
30% increase in traffic YoY
Penal
ty
Indu
cing
UNIVERSAL SEARCH
Maps Pro:Perfect for local
Maps Con: Requires an address
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
TACTIC: PAID SEARCH
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
TACTIC: PAID SEARCH
TACTIC: PAID SEARCHGoogle Shop, Remarketing, and Dynamic Remarketing
Google Shop Feed
Remarketing
DyanmicRemarketing
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
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
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
TACTIC: SOCIAL MEDIA
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
TACTIC: EMAIL MARKETING
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
TACTIC: EMAIL MARKETING
Graphic by bluefountainmedia.com
TACTIC: CRO
Graphic by kaushik.net
TACTIC: CRO
Advantages
• If traffic, very high ROI
• Lower cost than traffic
Disadvantages
• Need traffic
• Website might not support
CRO:Case Study
Results:100% increase (doubled conversions)
Old site: 64 forms/year
Optimized: 50 forms/month
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
TACTIC: IMPROVED WEBSITE
NewOld
Can result in a ~20% increase in search traffic and a ~20% decrease in bounce rate
ESTIMATED EFFECTIVENESSOPINION
Chart by SEOmoz
NUMBERS RULE! BE AGILE!
VISIT OUR BOOTH!
FREE website keyword scorecard:http://www.webpagefx.com/seo-tools/crawlerfx/
You can download the PPT here:http://goo.gl/audIuo
CLOSING
Questions?Greg Guenther - Web Strategist,
WebpageFX, [email protected]
Office: 717-609-0362Presentation: http://goo.gl/audIuo
Facebook.com/webpagefx Twitter.com/webpagefx