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Presents:Executing The Right Digital Strategy For
Your Business
YesterdayDirectional Advertising Creative Advertising
TV
Radio
TodayCreative Advertising
Social Media Sites
Banner Ads
Text Ads
Search Engines
Directional Advertising
Awareness PhaseThe “Introduction” Phase
• Your First Impression to a potential Client or Patient
• Typically done with Creative Ads where the Seller is looking for a Buyer
Consideration PhaseThe “Shop & Compare” Phase.
• Buyer has time to research and decide. • Looking for confidence factors & convenience
factors.• Weighing options of price and value.• Can attract even mix of Creative and
Directional Advertising.
Purchase PhaseThe “Ready to Buy Now” Phase
• Final Decision is made• Price, terms, length of contract agreed upon.• Typically done with Directional Advertising,
where buyer contacts seller.
Directional Advertising
Awareness
Consideration
Purchase
Pull
Unlikely Buyers
New Customer
DISPLAY
(REMARKETING& SOCIAL MEDIA)
RadioTV Newspaper
Likely buyers
SEARCH
Push
The Buying Funnel
• On Demand Marketing – People make a decision to visit your website because they are interested in YOUR business
• Low Cost – When compared to traditional media internet marketing yields far more leads:• Durable & Cost Effective – Traditional Media requires a minimum 6.2 frequency ratio to be relevant.
Online allows you to continually stay relevant and available to prospects• Always Available – Your website IS your “digital” office building & online marketing gives prospects access
24/7/365
Online Marketing
TV RadioPaper/
Magazines
Amt. Invested
$10,000 $50,000 $10,000 $20,000
Leads (avg.)
700-800 500-600 200-300 300-400
Why use online marketing for your Business?
Changes in Marketing Budget trends:
Sources:Chart marketingcharts.com
Data http://econsultancy.com/uk/reports/marketing-budgets
Where Do
We Focus?
Paid Section
Map Section
Organic Section
Map Section
Paid Section
Anatomy Of Search Engine Results Page (SERP)
Paid Section
Map Section
Organic Section
Map Section
Paid Section
o Google Spiders crawl the internet and find relevant websites based on keyword queries.
o Algorithms created by Google help rank these sites into an order based on a number of factors (keywords on a site, metatags, IP Address, links to the site, etc.)
o Algorithms are consistently switched to generate fresh results.
o There is no guarantee to achieve first page placement. SEO companies work hard to keep up with Google changes and improve average rank.
Anatomy Of SERP Cont.
Paid Section
Map Section
Organic Section
Map Section
Paid Section
(PPC, SEM)
Also known as Pay-Per-Click Advertising
Choose The keywords you want to appear under based on the content on your site.
Choose the area you want your ad to appear.
Bid Amount and Quality Score determine placement.
Anatomy Of SERP Cont.
PPC vs. Organic Search:
PaidSearch=
25% of allsearch clicks
b
SEM directs traffic to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.
What is SEM
SEO is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
What is SEO
Your website is your digital storefront where up to 90% of your future customers will first learn about you and, your business. Strong web design is crucial to the overall success of your website and, your business.
Web Design
Social Media IMPACTS your brand! A strong consistent social media presence’s allows company's to interact with actual customers at a grass roots level. We focus not only on increasing likes or followers but more importantly improving your company’s public perception.
Social Media
• Professional Network
• Discussions • B2B Advertising
• Influence• Brevity • Accessibility• Interaction • Versatility
• Connection• Self-Expression• Entertainment
• Discovery• Control
Google+
• Share• Discuss• Connect• Defined
Circles
Online Marketing Can Help You…
Learn about current customers If you have a website, ask your current customers how they found it. If not, ask
them where they go online now. This insight can help you focus your efforts.
Track your results Online marketing makes it easy to
measure program performance; take advantage of this by closely monitoring
the response to your marketing programs. Increase your investment in the programs that work well and revise
components of programs that aren’t working as well as you would like to see
how your program improves.
Set a strategy Taking the time to think through your plan before you begin can
dramatically improve your results. Choose one or two tactics that work within your budget, make
sense for your audience and that you can commit the time to manage effectively. Many successful online marketers take a “test and refine”
approach to get the greatest payback.
Facts…The number of mobile-connected devices will
exceed the world population this year.(1.4 mobile devices per capita worldwide by 2017)
“Despite lower CPC than PCs,Tablets offered 68% higher ROI than PCs
in Q2 2012.”
94% of consumers research products & services online before buying
Google accounts for more than 66.9% of
searches,
worldwide
Google sending 78%
of search visits (RKG data, Q4 2012)
78%
10%
10%
Yahoo
Bing
10 ways to use the internet to grow your business
Online Marketing IS For Every Business
Online marketing success stories can sometimes leave a small business owner wondering if it would really work for them. What if you don’t have a website— can
you still reach customers online? What about online-only companies? Fear not. With all the online marketing options available, one (or more) is likely to help almost any
business. Here are strategies to help four particular kinds of businesses. Use them to help start or improve your online marketing efforts.
Questions?
