successful website marketing - buyer personas, google analytics and google webmaster tools

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Tools for Client Success: Buyer Persona, Google Analytics and Google Webmaster Tools.

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Page 1: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

Tools for Client Success: Buyer Persona, Google Analytics and Google Webmaster

Tools.

Page 2: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

You

r We

bsit

e

Vertical Websites

Social Media

0.75%  

75  

10,000  

More  Money  

0.75%  

94  

12,500  25%  

25%  

1.0%  

125  

12,500  

0.25%  

67%  

Internet Marketing

Baseline   Drive   Convert  

Page 3: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

•  Website is a patchwork of good ideas •  No real flow or grand scheme •  “…website must generate revenue!” •  Design for the customers

Design!

Page 4: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

•  Solu=on:  design  website  around  customer  personas  •  Defini=on:  the  aspect  of  someone's  character  that  is  presented  to  or  perceived  by  others  

•  Not  a  target  market:  DoD,  Solar,  Asia,  women,  and/or  etc.  

•  It's  a  customer’s  goals,  preferences,  and  decision  process  

•  It’s  how  customer’s  will  use  the  website  

Personas!

Page 5: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

•  Interview  the  each  product  manager  team  •  Interview  any  other  stakeholders  •  Conducted  user  tes=ng  based  on  draP  personas  •  Formed  a  matrix  of  personas  •  Wrote  up  a  detailed  descrip=on  of  each  persona  

–  Personality  –  Keywords  –  Desires  –  Process    

Persona!Process!

Page 6: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

Persona Persona Goal Client Goal

Engineer solve a problem be hero

R&D qualify products get spec’d in

Buyer low price regular orders

Sales & Affiliates “never see me sweat” engagement

Manager profit believe in Indium

Co-Supplier improve business favorable branding

Media good information the authority

Employees belonging retention

Applicants advance career find people

Partners solutions speed, efficiency, simplicity

Community learn Indium build awareness

Personas!

Page 7: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

Site-Seeker, Inc. ♥ 2011

build wireframe around personas

Page 8: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

Wireframe!

Page 9: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

His Goal: learn and qualify

Client’s Goal: get spec’d in

Process: tech papers

R&D Joe!

Page 10: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

1.

2.

1. select product

2. click white paper

R&D Joe!

Page 11: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

1.

2.

1. read paper

2. download file

R&D Joe!

Page 12: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

The Result!

Page 13: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

Google  Analy=cs:  Overview  

Page 14: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

You

r We

bsit

e

Social Media Drive/Source

Convert/Behavior

Measure/Outcomes

Page 15: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

Google Analytics: Key Features

Revenue  /  Lead  

Genera=on  

Audience  Segmenta=on  

Audience  Behavior  

Page 16: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

Revenue  /  Lead  

Genera=on  

Page 17: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

Revenue  /  Lead  

Genera=on  

Page 18: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

Revenue  /  Lead  

Genera=on  

Page 19: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

Audience  Segmenta=on  

Page 20: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

Audience  Segmenta=on  

Medium  

Organic  

Keywords  

Geographic  

New  V.  Returning  

Adver=sing  

Keywords  

Geographic  

Product/Service  interests  

Direct  

Geographic  

Language  

Mobile  V.  Comp’  

Email  

Geographic  

Mobile  V.  Comp’  

New  V.  Returning  

Social  Media  

Geographic  

Mobile  V.  Comp’  

Interac=ons  

Page 21: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

Audience  Behavior  

Source                                Audience          Interac8ons                  Value    

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Audience  Behavior  

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Webmaster Tools: Key features

Organic  Keyword    

External/Internal  Links  

Page  Performance  

Sitelinks  

Page 24: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

Overview  

Page 25: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

Overview  

Page 26: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

Organic  Keyword    

Page 27: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

External/Internal  Links  

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Page  Performance  

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Site  Links  

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Site  Links  

Meet the Sales department <a  href="h_p://carbonebmw.com/Department-­‐New.aspx"  target="_self"  class="menuitem  ">Meet  the  Sales  Department</a>

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Primary  and  Long-­‐Tail  Keyword  Analysis  

Page  Efficiency  Analysis  

Bringing it together

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Page  Efficiency  Analysis  

Page 33: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

Site-­‐Seeker,  Inc.  ©  2011

Page  Efficiency  Analysis  

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Page  Efficiency  Analysis  

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Tying  in  Business  Goals  Page  

Efficiency  Analysis  

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Business  Goals  Tie-­‐In  

Page  Efficiency  Analysis  

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Tying  in  Business  Goals  Page  

Efficiency  Analysis  

Page 38: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

Tying  in  Business  Goals  Business  Goal  

•  Increase  online  leads  via  new  organic  

•  Increase  lead  acquisi=on  efficiency  

Iden=fy  Reports  

•  Page  efficiency  report  

• Review  non-­‐brand  traffic  

Key  Insights  

• BR  high  &  low  CR  for  2  top  pages  

•  Keywords  are  info-­‐phrases  

•  Few  links  • New  keyword  opportunity  

Ac=ons  

• Call  to  ac=on  on  pdf’s  

•  Links  to  relevant  product  page  

• New  keywords  •  External  linking  

Page  Efficiency  Analysis  

Page 39: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

   Add  Product  Link  

Inbound links

Page  Efficiency  Analysis  

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Primary  and  Long-­‐

Tail  Keyword  Analysis  

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Page  Efficiency  Analysis  

Page 42: Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

Additional Resource…

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Thank You!!

Brian  Bluff  President  and  Co-­‐Founder  brianbluff@site-­‐seeker.com  

Levi  Spires  Vice  President  Opera=ons  Levispires@site-­‐seeker.com  

Kevin  Rowe  Senior  Internet  Marke=ng  Specialist  kevinrowe@site-­‐seeker.com  

Your partner for online success.