Digital Marketing – Is it worth it?

Oklahoma Funeral Directors Association

Research Online, Buy Offline

70% of U.S. online consumers already have researched products online and then bought them offline.

54% of people start their search at a search engine.

The web accounted for or influenced 42% of in-storel sales

Study predicts the web will influence 53% of all U.S. retail sales by 2014

a study from research firm Gartner has discovered that a majority of today's consumers rely to some extent on social networks to help guide them in purchase decisions

Conversation Topics Internet Marketing –First step

1. Website 2. Search Engine Optimization3. Search Engine Marketing4. Social Media5. E-mail Marketing

Defining the audience

Websites

The answer to the consumer's question of who, what, when, where, why and how

Are websites necessary? Its your sign on the information

superhighway. A place for people to find you.

A 24 hour, 7-day a week information source.

Websites don't exist for their own sake, but to fulfill a specific purpose and to satisfy a specific consumer

need.

Define – Measure – Refine to target your audience

Top 11 things ANY website should have…

1. Good Visual Design2. Organization of website information that matches

end users EXPECTATIONS.3. Navigation above the fold and in the footer4. Meaningful Content5. Descriptive "About Us" page6. Contact Information7. Search8. Sitemap9. Accessible through any internet browser10. Pictures that download quickly11. Statistics, Tracking and Analytics

Good Visual Design

1. First Impressions are Key2. Less is more3. Movement is fancy but not necessary4. Pictures are worth a thousand words – but

make sure they don't compete with each other

Website Organization

1. Research says you have 8 seconds from the time a user comes to your site to take another step in your site.

2. Identify what you want your customers to do on your site

3. Make the information easily accessible

Meaningful Content1. Information should be communicated in a

way the customer will understand and what they want to know.

2. The information has to be correct3. The information has to be updated4. Establish credibility: the more knowledge

about services that are shared on the site represents the professionalism that consumers will experience with you.

About Us page

1. Establish an emotional connection by describing your company.

2. Have a personality.3. Provide information on history, employees,

community involvement

Contact Information

1. Make sure your contact information is easily accessible from any part of the site.

2. Be clear on what kind of contacts: phone number, free consultation, e-mail.

3. Follow-up!!!

Sign-up/Subscribe

1. Customer is giving you permission to contact them.

2. Capture information1. Create a non sales contact to remain top-of-

mind for the customer – like e-mail newsletter

2. Inexpensive marketing tools

Search

1. 8 second rule2. Search function must work!3. Content must be consistent to common

searches by end users

Sitemap

1. Outline of how your site is organized2. Strictly for the search engines to look for

and find your information.• Affects organic search (search engine

optimization)

3. No need for it to be a prominent part of your site

Not everyone accesses the internet the same way

1. End consumers all have different versions of browsers

2. Your website should work on multiple browsers

1. Internet Explorer – version 6, 72. FireFox3. Safari4. Google Chrome

Graphics, Pictures and Video

1. 8 second rule2. Graphics/pictures must:

1. Download quickly2. Relate to the content3. Look professional

3. Video is a great communication tool1. Short videos are perfect2. Make sure the person in front of the camera

represents you well.3. No need to over-produce – doesn't have to look

like a commercial – but still needs to be professional.

Statistics, Tracking and Analytics

1. Great information on how people are finding your site

2. Adapt information and design to the audience you are trying to reach.

Search Engine Optimization (SEO)

What is it and Why does it matter, How does it work?

121 billion web pages have been 121 billion web pages have been indexed by search engines.indexed by search engines.

(but only 7-8% are reached via search engine results pages)

Search engines are like detectiveslooking for clues…

What is the content the user is looking for?

What content is available? What content will best

satisfy the user?

Website optimizationWebsite optimization Targeted keywordsTargeted keywords Technical supportTechnical support Competitive AnalysisCompetitive Analysis Customer contentCustomer content Site mapSite map Website Content Website Content

Regular updatesRegular updates

Search Engine Marketing (SEM)

How is it different from SEO, how do they work together?

What is Search Engine Marketing?

Keywords Textual advertising Dominant Vs. Standard positions Cost per click How to determine a budget Best uses

Pic of SEM page

Social Media

Is Social Media a foreign language you don’t speak?

The culture Customer expectations The language

Social Media OutletsSocial Media Outlets

E-Mail Marketing

E-Mail Marketing Consumers who engage in opt in email marketing, spend

more online, buy impulsively, pay for convenience and tell others about ads and emails they value maximizing ROI.

67% of US internet users say the motivation behind giving their email address to a company is to receive discounts and promotions.

57% of internet users worldwide said they are more apt to buy a product or service in a store after getting a marketing email.

Email Marketing is extremely cost efficient, targeted and measurable.

Defining the Audience

Right customer

Right message Right time

Research says it takes 8-10Research says it takes 8-10

touch points before atouch points before a

consumer is at a point ofconsumer is at a point of

making a buying decision.making a buying decision.

There is no big red EASY There is no big red EASY buttonbutton

Consumers research online when Consumers research online when making product selection decisions: making product selection decisions:

92%+ use the web when making buying decisions (research, reviews, retailer location, price comparison, etc.)

70% of U.S. online consumers already have researched products/services online and then bought them offline.

54% start their research at a search engine

28% said that social media influenced their buying decision. ( comscore study, December 2009)

After product selected, most important criteria when choosing where to buy are PRICE (38%) and SITE REPUTATION (38%)

Recommendations

Understand you don’t have to do it ALL. Create a strategy that defines and measures

what Interbank considers success. Get help so that you can focus on your

expertise. Keep in mind that technology is not

going away. Technology will never replace good

customer service. Technology can enhance the customer

experience

For more information, contact:For more information, contact:

Michelle Kelley michelle@genesisnetdevelopment.com 405.990.5213

Jenni Shrum jenni@genesisnetdevelopment.com 405.204.7088