Use Online Marketing - SFIA · Search Networks: Google, Bing, Yahoo! National Content Websites: Ads shown locally Website optimization: Onsite & Offsite Social Media: Blogs, Facebook,

Proprietary & Confidential © Netsertive 1

Use Online Marketing to Grow Your Business

Buzz Truitt Director, Business Development – Sports & Fitness

[email protected]

http://www.netsertive.com

http://www.netsertive.com/contact-us

mailto:[email protected]



Meet Buzz

Health & F itness, Sport ing Goods Industr ies

+20 Years Exper ience

Buzz Consult ing Group VP Educat ion, Naut i lus VP Market ing

Naut i lus Sta irMaster Schwinn F itness

Boards Exerc ise TV Beamfit Community Choices

Buzz Truitt Director, Bus. Dev. – Sports & Fitness

[email protected]

http://www.netsertive.com 919.890.3887




Meet Samir

Samir Janveja Strategic Partner Manager – Google

http://www.google.com



Transform online discovery

Even if you don’t sell online, you must be discoverable online.

into sales.

Objective of Online Presence


Increasing aggression online in your industry

Current Marketing Trends

Online Ad Spending Stats

• Reach ~$60B by 2016 (eMarketer)

• Recovered far faster than the overall economy

• +10-14% annual growth

• Ad spend in other media averages 3% growth

Growth: Local Online Advertising

Consumers Are Online < Opportunity Local Business Slow to Catch up

More choices for consumers

Variety of retailers to choose from locally

0

25

50

75

100

125

150

2009 2010 2011 2012 2013

4639

2722

13

5559

626470

Local-Tradi onal Local-Online


Shifting Marketing Climate

97% of consumers go online to research products/services in their local area BIA/Kelsey consumer tracking study, 2010



See Online Ads: Click & Actions 97% research products online Only 5% buy online (95% local/YOU) Online Ads: Influence clicks/searches



90% of clicks to business websites occur on first page search results - Jupiter Research

Lack of page one visibility effectively means you won’t reach key prospects

“Locally-targeted ads … represent a more efficient allocation of ad dollars” – comScore

Online discovery closes the loop on your traditional marketing


How Consumers Find Local Businesses


Online Marketing

Multiple Marketing Methods Search Networks: Google, Bing, Yahoo!

National Content Websites: Ads shown locally

Website optimization: Onsite & Offsite

Social Media: Blogs, Facebook, Twitter, etc.

Internet is now Local & Targeted Search can now be localized to your market

Display ads locally placed to target your city

Ads for consumers LOOKING for YOU


Website Basics 101

Who are you?

What do you do?

How can I reach you?


Website Basics 201

Who are you?

What do you do?

How can I call/find you?

Social media

Active blog


Website Tips | Freshness, Frequency

Choose a Web site format with simple tool for editing (content mgmt.) Freshness & Frequency:

Provide relevant, updated content, blog, product information (2-3/month)


Website Tips | Are You 2012 Ready? Google Cares!



Website Tips | Calls to Action

Calls to Action: Include language to convert visitors, call-to-action on every page

Focus all marketing efforts to direct clients to website as call-to-action


Website Tips | SEO & SEM

SEO | Optimize organically, capitalize on link opportunities through manufacturer dealer listings, chamber listings, industry associations, etc.

SEM | Implement a pay-per-click (PPC) program using a service that has a

proven track record within your industry


Website Tips | Co-Op & Analytics

Take advantage of manufacturer co-op promotional opportunities Analyze and act on the results.

Use free tools from PPC vendor and (Google) Analytics package Analyze traffic trends to your site/pages. Adjust accordingly.


Understand Search Results | SEO & SEM

Local Business Listings

Organic Results (SEO)

Search Ads (SEM)


General Keyword Focus

…High Volume, High Cost


Specific Keyword Category Focused

…Lower Volume, Lower Cost


Generalist Marketing Vendors vs. Specialist

Measure Generalist Netsertive Note

Targeted Categories 3 14 Deeper penetration of categories

Ads Running 15 34 Higher performance with more Ads

Total Ad Impressions 21,559 57,197 3X+ impression volume

Average Ad Position 2.3 1.9 Stronger ad position

Total Site Visits (clicks) 213 477 2X+ site visits

Total Cost $1,500 $1,500 Same spending level

Effective Cost-per-Click $6.57 $3.14 Unit cost less than 1/2

Netsertive Delivers Higher Ad Positions + Better Results

Notes: Netsertive comparison study using national competitor and Netsertive Google search campaign reports | Charlotte, NC Metro | Feb. + Mar. 2011 | CPC includes direct media and fees


Multiple Strategies | 1 + 1 = 3 Effect

Paid Search (SEM) Only 17% Effective

Organic (SEO) Only 18% Effective

Display Ads Only 20% Effective

Used Together: 43% Effective


Localized Display Ads


Stay Connected to Customers

Email Marketing Blogs Social Media

Facebook Twitter Google+ LinkedIn


Email Marketing

Targeted Call To Action Opt-In/Opt-Out Metrics


Email Tips

• Always get email addresses from your clients!

• Affordable way to stay top-of-mind with current client base while providing an opportunity for them to pass your newsletter, invitations and promos along to friends and colleagues.

• Newsletters: You can be an informative, valuable resource while marketing products and services. Links can be included to direct clients to additional information on your website (and web traffic counts). Newsletters can also be archived as a web page and can show up in search engines (think organic.)

• Targeted promos: Develop a special offer for a targeted audience. You can continue to market consistently, without bombarding individual groups with irrelevant mail.

• Check with manufacturers. Most have email-ready pieces and art work you can use for free.


Inexpensive Email Service Providers (ESPs)

http://search.constantcontact.com/index.jsp


Sample Newsletter


Blogs

Write relevant content that includes your keywords and covers current products, trends, or how-to.

Website optimization best practices apply to your blog!


Blogs

Blog should be on your website domain (eg: www.yourwebsite.com/blog)

Have your staff members each responsible for contributing an article on a regular basis.


Social Media | Facebook & Beyond

Engage with existing customers

Drive traffic to your website

Capture signups for newsletter(s)

Thought leadership

Hire staff


Facebook & Shortstack: Custom Social Integration


Social Media Tips

• To stay updated and fresh on a social media site requires ~3 hours/week.

• This adds up with the addition of several channels.

• Less selling, more useful information! In social media, you want to become a valuable resource so that when the time comes, your followers seek you out for your services.

• Facebook can show off your physical locations, serve as a gallery of your products and services in action.

• YouTube can be a source for manufacturer demos or walk-thru’s of a project with client testimonials. (Video greatly impacts search results in 2012.)

• Blogging demonstrates your level of expertise and your willingness to be a resource for your clients and industry partners.


Mobile | Smart Phones

• “Quick Response” Codes

• Mobile Web Page

• Show Offers/Education

• Track Calls (ROI)

Resources

• See www.scanlife.com

• Also www.goo.gl (a service of Google)

http://www.scanlife.com/

http://www.goo.gl/


4 Steps to Online Discovery

Step 1:

Launch Optimized Website (SEO+)

Step 2:

Launch Search Engine Marketing (SEM) Campaign

Step 3:

Improve Results: More Website Optimization

Add Display Advertising

Step 4:

Extend Customer Relationships: Social Media


Online Marketing: Actionable Data

Ask: “What is important to driving my sales?” • What keywords are being searched?

• Where geographically are your prospects?

• How big is the potential market?

• How long are people staying on your website?

• What actions are online consumers taking?


Summary

• Bridge online discovery with local (real world) sales.

• Create a website that represents your business.

• Ensure customers can find you online through search.

• Increase the amount of “free” traffic with SEO.

• Stay connected to your clients via Social Media

• Access Google Analytics or other third-party reporting services to drive fact-based decision-making

Local Internet advertising is now larger than television & newspapers.

You need to be well positioned online.


Join SGMA for: Part II of Using Online Marketing to Drive Your

Business

• How to leverage SEO and SEM to bring more new customers to your business

• How to combine SEM and Display Advertising to


Thank you!

Buzz Truitt Director, Bus. Dev. – Sports & Fitness

[email protected]


Jonathan Michaels SGMA/AFIRM Membership Manager

[email protected]

301.495.6321

Samir Janveja Strategic Partner Manager – Google







Mark your calendars!

SGMA Calendar www.sgma.com/calendar

SGMA’s National Health Through Day

March 6-7, 2012 – Washington, DC www.getinvolved.sgma.com

SGMA’s Litigation & Risk Management Summit

April 9-10, 2012 – Las Vegas, NV www.sgma.com/lrms

SGMA, NCAA & NFHS

High School & University Rules Conference April 25, 2012 – Indianapolis, IN

www.sgma.com/calendar

http://www.sgma.com/calendar


http://www.getinvolved.sgma.com/

http://www.getinvolved.sgma.com/

http://www.sgma.com/lrms

http://www.sgma.com/lrms



Thank You!

http://clk.am/SGMA12 to get a copy of this presentation.

Buzz Truitt

Director, Business Development – Sports & Fitness

[email protected]


http://www.netsertive.com/contact-us



Documents

Use Online Marketing - SFIA · Search Networks: Google, Bing, Yahoo! National Content Websites: Ads shown locally Website optimization: Onsite & Offsite Social Media: Blogs, Facebook,