NJ Packaging Executives ClubBoard of Director’s Meeting

Introduction

Optimal Conversions, Inc.Fully integrated web marketing

Interactive advertising and marketing

Public relations / social media

Content development

Search engine optimization (SEO)

Web analytics

Unique fee structure: variable comp. / risk sharing

Analytics

Content

Creation

Content OptimizationCampaigns

Landing Pages

Common Web Marketing Challenges

Traffic Is More Expensive

Increasing paid search costs with declining conversions

Paid search effort difficult to manage & optimize

Lack of resources for sustained focus on organic traffic drivers

Few in-house capabilities to exploit new media: Interactive PR / Blogs Landing page optimization XML feed optimization Social Media

Performance is More Difficult

Flat or declining conversion rates Increased competition Significant shopping cart

abandonment Site design (aesthetics) have

grown stale Diminished ranking on search

engines

A great website design isn’t enough.

“Everyone can be super! And when everyone's super -- no one will be.”

Syndrome from “The Incredibles”

Web Marketing Success

Building a (great) website is not enough.

…make sure design and content meets the needs of existing customers ….

…and new visitors can find it and convert into customers...

…find new ways to encourage repeat visitors…

…and give reasons for other websites to link to it...

…then continuously monitor your “rank” to be sure you’re relevant.

…and repeat the process all over because your competitors are doing the

same thing every day.

A New Way of Thinking About “Failure”

Actively seek to make mistakes…a valuable lesson.

Failure is as important as success.

Detect, analyze…and fix it fast.

Explain to senior management

Keep “patient money” patient with good data and better explanations for a complex operation.

Marketing Then & Now

PushDisplay AdvertisingTelemarketingDirect Response

PullWord of MouthSocial MediaPublicitySearch G

row

ing

Declin

ing

• Intrusive• Unfocused• (Largely) Irrelevant• Irritating

• Intriguing/Interesting

• Personalized• Requested• Invited

How Do

Customers Find You?

You Find Customers?

How Do Customers Find You?(when they don’t know your name?)

How Do Customers Find You?(when they don’t know your name?)

How Do Customers Find You?(when they don’t know your name?)

NJPEC ranks #1 for the search term

“packaging executives”

What about…

Packaging associationPackaging resourcesNJ packaging resourcesPackaging trade associationsPackaging resource guidePackaging awardsPackaging design guidePackaging seminarsPackaging education

Non-branded vs. Branded Search Terms:Wholesale Ribbons

40%

60%

May Arts Branded Terms

Visited Site

Non-Visitor

Google Traffic Estimator shows 51,000 monthly searches for phrases related to “wholesale ribbon” (8,100 vs.41), “wholesale ribbons” (1,000 vs. 6), “ribbon wholesale” (6,600 vs. 2), “ribbon wholesalers” (480 vs. 6), “floral ribbon” (2,400 vs. 1), and hundreds of others.

The Importance of Being #1

Source: www.seo-scientist.com: Google Ranking and CTR – how clicks distribute over different rankings on Google

The Importance of Being #1

Page 1 Page 2

Source: http://www.accuracast.com/seo-weekly/adwords-clickthrough.php

#1 for WHAT?

#1…for WHAT?

We’re #1!

Developing a Strategy:Long Tail + Niche Dominance

Content?

Resources?

Reputation?

Achievable Niche(s)

Organizational Goals

Message > Keywords > Content

Search Strategy Dominate Relevant Niches

Terms that best describe your

business

Your content (assets) that demonstrate

your expertise.

Terms most likely to be

used by others about your business

Keyword search phrases which:

Your Search Strategy

Recommendations for NJPEC

Get More LinksEncourage members to link into www.njpec.com from an

“About Us” page of member companies.Exchange/acquire links with other relevant sites

• Magazines• Educational

Issue on-line press releases about newsworthy (link-worthy) NJPEC events:• Chris Hacker, Chief Design Officer of Johnson and Johnson• Shelf Impact seminar• Hall of Fame Dinner• Package of the Year

Recommendations for NJPEC

Value-added content‘Request-a-quote’ form to generate sales leads for

membersPackage design galleryNewswire on packaging news and trendsJob board*By-lined “expert” articles on packaging “how to”*Presentations/lectures on packaging basics*

Exploit existing content Create new ‘packaging education’ pages based on content

from NJPEC Sourcebook Directory of members resource guide*contributed by NJPEC members

Conclusions

Web marketing requires a well-designed, aesthetically pleasing site +an ongoing strategy for traffic

Search is important to help people find you.Search is not enough.

“Waiting for the phone to ring”Web marketing must actively stimulate demand

without being intrusive.“Be generous with no strings attached.”

Conclusions

Look for constant ways to be relevantValuable contentSelfless promotion

Culture of continuous improvementCan’t afford to set it and forget it.Analyze – Act - Repeat

Integrated Web Marketingwww.optimalconversions.com