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An Introduction To Digital Marketing

Dan Smink and Dan Stratford

The Alternative Board

August 28, 2014

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Agenda

1

2

3

4

5

Know Your Customer

Target Keywords

Organic Search

Paid Search

Lead Generation

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• 86% skip TV ads

• 44% of direct mail not opened

• 91% unsubscribe from email lists

• 200m say “don’t call”

• Yellow pages aren’t used

The Customer Has Changed

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• Paid results are at the top and on the right.

What is SEO? Search Engine Results Page (SERP)

Search Engine Results Page (SERP) on Google For The Search Term: ‘business telecom systems denver’

• Organic results, where Google brings back the sites they believe are the most relevant for the search term

– Site optimized– Steady Content– Linkbuilding– Local listings– Social activity

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For every 1,000 searches… The #1 Position

Averages over 300 visitors.

The #10 Position Averages about 30.

The top 3 spots get nearly twice the traffic of the bottom 7.

Why Should We Care About SEO?

Organic SERP Position Drastically Affects Traffic to Your Website

Position Searches CTR Total Traffic Total Top 3

#1 1000 34.0% 340

#2 1000 17.0% 170

#3 1000 12.0% 120 630 Total Bottom 7

#4 1000 7.5% 75 320

#5 1000 6.0% 60

#6 1000 5.0% 50

#7 1000 4.0% 40

#8 1000 3.5% 35

#9 1000 3.0% 30

#10 1000 3.0% 30

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 $-

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

$35,000

$40,000

$45,000

Traffic ValueSpend

The Value of SEO v. PPC – Client Case Study• SEO generated over $400K in traffic for $100K in 20 months• Took 8-9 months to break even• In less than 2 years, client acquisition costs are 25% of PPC, and dropping

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First – Know Your Target Customer

• Develop Your Buyer Persona– What are their key

Issues and problems you can solve?

– What is their desired solution?

– What are their common search terms?

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Drive Traffic – Prioritize Keywords

1. First, be relevant

2. The most competitive terms should be a long term goal (4-6 months)

3. Look for “low hanging fruit”: relatively high search volume and low competition(2-3 months)

Keyword Avg. Monthly Searches Competition

internet providers 60500 0.98

internet service providers 60500 0.98

sip 22200 0.29

voip 40500 0.99

internet service 27100 0.98

high speed internet 27100 0.98

voip phone 18100 1.00

cheap internet service 14800 0.98

pbx 12100 0.96

telephony 4400 0.15

voip providers 8100 1.00

internet phone 8100 1.00

what is voip 3600 0.48

phone service 6600 0.98

sipgate 2400 0.24

voip phone service 5400 0.97

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Second – Optimize Your Website

1. Website Structure

2. Page Title

3. Meta-description

4. URL

5. Headings

6. Image Alt Text

7. Page Content

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Example – Telecom Solutions VoIP Services Page

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Third – Build Content Regularly

• 2 – 4 pages per week• Blogging• New content for site• Video• News/Press Release• Downloadable Assets

– Presentations– Podcasts– Webinars

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Off Page SEO • May drive two-thirds of Google search results• Comes from mentions and recommendations that link to

your site• Extremely labor intensive

Links are online recommendations• A link: www.telecomsolutionsinc.net• Anchor text: Business Telecom Solutions Experts• Link is in the text from a trusted website or blog

Examples• “I know about the Business Telecom Association”• “Regarding telecom equipment, the year 2014 brings

innovative and exciting new designs”

Fourth – Start Linkbuilding and Offsite SEO

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• Claim Google+ Local, Bing Local, Yahoo! Local

• Establish Google Authorship

• Register with Local Directories

• Get reviews

• Manage bad reviews

Bonus – Local SEO If Applicable

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• Provides a platform

for direct

communication• Key driver of content

distribution• Drives SEO• Social media your

target customer uses

Last – Promote Content Thru Social Media

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Paid Search or Pay Per Click

Google Search Results:“business telecom systems denver”• Paid Results• Organic Results

Bid System• Higher Bids =

Higher Placement

• Relevance is a Factor

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• Google Adwords CAN Be Profitable• Google Adwords CAN Help You Grow Your Business• However…

– In many cases it is NOT Profitable in the short run– In many cases it is a break-even acquisition play– In some cases it is an expected loss– In some cases it is a gamble– For some businesses it may never be profitable

• Adwords usually works best when part of an overall marketing strategy

• It is vital that you track results• How to estimate your cost per client acquisition

Google Adwords

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Google Adwords Case Study #1

How to estimate your cost per client acquisition

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Google Adwords Case Study #2

How to estimate your cost per client acquisition:

Estimated vs. Actual

PPC Cost Per Acquisition: $1,580

SEO Cost Per Acquisition: $800

Profit Per Client: Minimum: $2,000

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Social Media Case Study

Social Media is Not for Everyone, However…

Case Study:• St. Louis Real Estate Investment Company

– Investment: $500/month for 4 months– Cost Per Lead: $200-300– Leads: 10-15– Cost Per Lead: $100 to $133– Sales: 1– Cost Per Acquisiton: $2,000– Gross Profit Per Sale: $10,000-$30,000– Return On Investment: 5:1 to 15:1

NOTE: SEO/PPC Cost Per Lead: Less Than $100

SEO/PPC Drives Over Half of Their Business Leads

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Calls To Action (CTAs)

Lead Capture Form

Create Offers To Generate Leads

1. Incorporate offers and Calls-to-Action (CTAs) throughout website

2. Use multiple offers or CTAs per page to address • Different

customers• Different stages

in buying3. Place CTAs on

sidebar and at bottom

4. Create a thank you page and/or email with another offer

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• An automated email system

• Series of messages sent to a lead

• Pre-qualify them

• Educate them

• Encourage them to to purchase

What Is Lead Nurturing?

“Companies that build relationships with leads

generate 50% more sales-ready leads at 33%

lower cost per lead”

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Benefits• What’s working• What’s not working• Ways to improve• Increase ROIWhat can be measured• Website• Blogging• Search Engine Optimization• Social media• Email• Pay Per Click• Source of phone callsWhat’s Needed• Website Dashboard• Google Analytics and Webmaster Tools• Marketing Automation Software

“Shouldn’t I be spending my time “doing”, instead of

“measuring”?

Why Metrics and Measurement Are Important

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Beware the Google Zoo!

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Questions?

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C1 Partners3773 Cherry Creek North DriveSuite 575Denver, CO 80209

P: (303)501-1821E: info@c1-partners.comW: www.c1-partners.comT: @c1partners

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