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A web marketing roadmap for success in 2010 presented by Simplified Solutions, a Chicago web marketing agency. Contact Tom Casale or Bill Kamper with any questions.
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Web Marketing Webinarsa simplified session
Web Marketing Webinarsa simplified session
10 Simple Strategies to Make your Web Marketing Click
10 Simple Strategies to Make your Web Marketing Click
Presented by
Bill [email protected]
What is your Marketing Objective?
• Drive leads! Drive sales! • Increase awareness of products or services• Drive traffic to your brick and mortar, website
or online store.• Encourage trial or leads.• Enhance or manage your reputation online.• Leverage existing consumer and customer.
relationships for incremental business.• Higher Prestige/Industry Leader.• Drive leads! Drive sales!
So where do you start?So where do you start?
#1. Develop a comprehensiveonline marketing plan
#1. Develop a comprehensiveonline marketing plan
“You will now have a starting place and a destination, and you will be able to determine what it will cost you to get there. You will be going someplace.”
H. Stanley Judd
Developing an Online Marketing PlanWhat do we know? Where do you want to go?
• What is your current presence in relevant online channels?
• Are you getting all the traffic you need? Why not?
• How does your potential customer or client use online media?
• What are the best channels to engage customers, and how?
• What is your competition doing?
• What is your conversion rate? How can we do better?
• What kind budget do you need to be effective?
• What are the best measurements for ROI?
Multiple Online Channels
Create a Roadmap for Success
A well-thought out roadmap will… • Point you in the right direction• Keep you from veering off
course.• Identify the quickest routes by
which you can reach your business goals.
• Save you time.• Help you to budget.• Syncrohonize with your
company's goals. • Be in control.
How to get from here to there
#2. Research words that potential customers use to search online for
your type of business online
#2. Research words that potential customers use to search online for
your type of business online
“27 billion online searches were performed in the US alone in December 2009.”
comScore
A Word About Keywords
• Understanding how keywords are used in searches is the life blood of a successful online marketing plan.
• Keywords research can tell us which terms are most competitive and relevant for your business in online searches.
• All your online content should be seeded with these keywords.
• Invest in Keyword Research!Short-tail vs. Long-tail Phrase Cheesy example: Instead of just cheese>cheese platters>gourmet cheese platters>European gourmet cheese platters... with delivery... in Chicago... South Loop.
#3. Make your website “Google-friendly”
#3. Make your website “Google-friendly”
“Google sites ranked as the top search property worldwide with 87.8 billion searches in December 2009, or 66.8 percent of the global search market.”
comScore
Optimize Your Website
• The key to higher search rankings is effectively using searchable keywords to optimized all of the site’s pages.
• If your web pages are not indexed in the first 30 listings then you are missing traffic
Rank Higher in Organic Searches
A Case Study: Ten East Delaware
Every page on the website must use unique keyword combinations relevant to that pages content• Page titles• Headlines• Copy• Logos• Images• Links
A Case Study: Ten East Delaware
Ranked in the top ten for five key pages
#4. Get to the top of the search engines - now!
#4. Get to the top of the search engines - now!
Paid Search (Pay-per-click)
Drive substantial qualified traffic by “buying” specific keyword terms for your ad. to appear at the top of search listings or on relevant websites.
You only pay for performance!
Google Adwords
Social Media PPC
Banner & Affiliate Ads
#5. Spread your good news over the web
#5. Spread your good news over the web
Online PR
• Distribute keyword-rich company news through multiple syndication channels.
• Promote events, new business, research, new services and products, key hires, etc.
• Positive news appears in searches, industry blogs and online media channels
• A few examples: http://tiny.cc/SmartResources http://tiny.cc/SmartResources2 http://tiny.cc/CovenantSecurity
Fill Multiple ChannelsWith Your News
#6. Get social! #6. Get social!
Social Media
• Use the power of social networks to maximize your exposure in relevant social media spaces
- Make connections - Share news- Listen and Learn- Collaborate- Engage- Go Viral
• Every space is different. Each must have a unique plan in place.
What is the best use of social media?
Social Media
• Build your own internal social networks for collaboration.
• Join industry or association groups and forums for networking.
• Build alliances and contacts, improve feedback, share knowledge, or learn something new.
#7. Leverage email marketing to promote your business and
build relationships
#7. Leverage email marketing to promote your business and
build relationships
Email/Loyalty Marketing
• Build an permission-based marketing program to highlight new products or services, promote events, showcase videos, provide helpful tips and industry insight, conduct surveys, or make an exclusive offer.
• Benefits: Timely touch points, stronger relationships, metrics, and drive sales.
#8: Be an Industry leader! #8: Be an Industry leader!
Blog Marketing & Thought-leadership• Write about what you know! Be the expert!• Create awareness, reinforce your thought
leadership (expertise), and raise your visibility in search engines.
• Search engines favor blog content.• Content can include keywords that your site
might not be able to maximize.• PLUS blogs send tons of links back to your
website (Google loves that).• Example: http://www.HardHatChat.com and
http://www.margoliscoaching.com/
#9: Tell a powerful story with hi-impact video
#9: Tell a powerful story with hi-impact video
Video Marketing
• 38% of all searches are video-related - Get found!
• Video is powerful visual demonstration and story telling too.l
• Showcase your products, services, or company in action.
• Distribute to over 20+ video channels and through your email campaigns.
• Optimize with video-related keywords.
Examples: http://www.youtube.com/rmkcommunitieshttp://tiny.cc/ElevenCityDiner http://www.youtube.com/user/simmysol
#10. Broadcast your meeting or make a presentation over the web#10. Broadcast your meeting or
make a presentation over the web
Webcasting and Webinars
• Broadcast your message to a wider audience for sales presentations, panel discussions and internal meetings with multi-media interactive webcasts.
• Communicate and showcase your services and products to clients, field offices, or association members.
• Save time and money.
Interactive Meeting and Presentations
Webcasting and Webinars
Interactive Meeting and Presentations
#Bonus: Link up with your industry for better search results
#Bonus: Link up with your industry for better search results
Linking and Directories
• Search engines reward websites that have relevant links to other sites or blogs.
• Linking from industry directories, association, and partners sites will help increase traffic to your site.
• For example: http://tiny.cc/NEWHLINKSPAGE
Create listing and links
Got Questions?Give Tom or Bill a call at
312-846-7669
Got Questions?Give Tom or Bill a call at
312-846-7669
Bill [email protected]
SimplifiedWorkshopsComing this Spring
SimplifiedWorkshopsComing this Spring
Give Tom or Bill a call at 312-846-7669
Hands-On Training
Getting Google Friendly
Going 2.0 and Beyond
Email Maximization
Blog MaximizationStay tuned for dates and location
