Web Marketing

Presented by Carter Thomas of Bluecloud

Maine PR Council Annual Conference

Web Marketing OverviewDefinition • Scale • Examples

WHAT is Web Marketing?

Definition (About.com)Internet marketing is using the internet to do one or more of the following:

• Communicate a company’s message about itself, its products, or its services

• Conduct research as to the nature (demographics, preferences, and needs) of existing and potential customers.

• Sell goods, services, or advertising space on the internet

Definition (Bluecloud)A cost-effective way to turn ideas into measurable and flexible campaigns.

• A division of marketing that is data driven

• Immediate results and ability to adjust direction quickly

• The most powerful and dynamic way to maximize marketing and business efforts

WHAT IS WEB MARKETING?

the Scale of Web Marketing

Web Marketing can be executed just as effectively by one person in their basement or a Fortune 500 company.

• Every business and growth oriented endeavor can benefit

• The technology is virtually identical across all budgets

• Many DIY opportunities

• Strategy and holistic integration are what determines success

Examples of Web Marketing

What Web Marketing is NOt...

• A golden ticket

• “Going Viral”

• Self-Sustaining

• SPAM

• Going Away

Web marketing = Growth

Tools of Web MarketingEmail • SEO • SEM • Social Media • Analytics •

Blog

Email MarketingEmail and Email Marketing are two very different entities.

• Major evolution over the past 10 years with technology and purpose (blast vs customer retention)

• Ranges from newsletters to highly specific action-based campaigns

• A fine line between good and great

• Personalization

• Highly measurable - opens, clicks, site data

Examples

Search Engine OptimizationGetting your site found via Search Engines.

• Three major parts: Site structure, Content, Links

• Focus on keywords that are specific to your site

• Create marginal gains outside of brand• Increase exposure• Increase brand authority• Gain new customers• Supplement with other marketing channels

Search Engine MarketingPaid Search and Sponsored Links

• AdWords - Search and Display Network

• Similar keyword focus to SEO

• Display Rank = Bid x Quality Score

• Ad Copy and Landing Pages

• Ability to test quickly and effectively

• Create powerful conversion channels

• Higher quality traffic, esp E-commerce

Social MediaFacebook, Twitter, YouTube, Flickr, etc

• Community Based Networks

• Free

• Interactive with Customers and Prospects

• Large Audiences

• Ability to spread messages quickly and easily

• Highly dynamic

AnalyticsGoogle Analytics for site performance and campaign testing

• The hub for website traffic, AdWords, Facebook, Email data

• Free

• See patterns in visitors, links, content, e-commerce

• Ability to see how much effect a campaign had

• Understand what works, what doesn’t • Highly dynamic

Content & BloggingThe content engine of any site

• External or part of current website

• Free

• Valuable SEO content and links

• Easy to setup and manage

• A good reason for visitors to come back or sign up for email • Establish yourself as authority

Tools Conclusion

• There are many different web marketing tools you can use

• The sum is greater than the parts

• Effectiveness is up to management, not your budget or tools

• Strategy = Success

Web Marketing StrategiesEmail • SEO • SEM • Social Media • Analytics •

Blog

StrategiesThe fusion of creative thinking and logical execution.

• Always start with your end goal - more traffic, more sales, more exposure

• Plan backwards

• Look at competitors and best in class

• Be patient

• Drive your strategy on data, stick to the plan!

• Don’t reinvent the wheel. Make it better.

Email StrategiesEmail is the most flexible of the tools and can be used for targeted campaigns.

• Setup a newsletter. Today. • Customer re-activation • Monthly or bi-weekly • Lists • Promotions or relevant information

• Setup Targeted Campaigns. • Develop a horizontal strategy to promote the brand • Whitepaper Series • Welcome Series • Special Event, Targeted traffic funnel

• Segmentation Strategy • Clients vs. Prospects • Creative A vs Creative B • Landing Pages • Opt in date

• Non-organic email addresses • Sponsorships

SEO StrategiesSEO can be done with a focus that will maximize efforts.

• Rethink Content • Website, Press Release, Blog, Outbound campaigns • Keyword focus • Rich with links • Keep it fresh

• Rethink Partnerships • Get links back! • Have partners publish content with links • Develop powerful reasons for them to do so • Distribute in content networks, not just PR networks

• Long Tail Approach • An inch wide, a mile deep • Content that is specific • Niche Markets • Silo’ed campaigns - FB, twitter, email

SEM StrategiesSEM is all about getting clicks. Or is it?

• Test. Test. Test. Then test more. • Adjust budgets and keyword pricing • Rotate evenly while testing • Create very different variables to start • Search vs Display Network • Geographic areas • Every other possible variable

• Custom Landing Pages • Huge increase in conversion • Improve quality score • Content rich, copy and video • Move visitor elsewhere on the site • Strong call to action • Highly focused

• Campaign Bucketing • Create specific Ad Campaigns • Keep the Keywords specific • Ad Copy that is targeted • Goal is quality score improvement

Social Media StrategiesSocial Media is a launch point of interest.

• Give Me One Reason to Stay Here. • Only as good as the advantages • Don’t forget about it • Make it exciting!!! • Leverage your website

• Give ‘Em Something to Talk About. • Create compelling copy • Ask questions or feedback • Exclusive info they won’t get anywhere else • Clear Calls to Action • Engage the customer with personal messages

• They Just Wanna Have Fun. • Create contests or games • Use humor to drive loyalty • Emotional response = Shared • Connect it to Email campaign

Analytics StrategiesMission Control for every effort you make.

• Tag Everything You Do. • Email, PPC, Facebook Ads, External Links, etc • Use the URL builder coding (utm_XXX) • Be specific, even if you’re not using it now • Follow a company-wide structure

• Funnel For Conversion. • Setup traffic funnels, esp for targeted campaigns • Drive to action or conversion • Test the number of steps in the conversion • Different funnels for different channels • Make adjustments to site as necessary

• A/B and Time Testing • Break out campaigns to see A/B results • Compare time frames • Let this data drive next move • Always have a next step in mind when planning a test!

Sample Diagram of Targeted Campaign

Strategies OverviewSuccessful web marketing strategies hinge on creativity, execution, and focused efforts that work together.

• The more focused, the better.

• Data drives everything. Gather it at every possible point.

• Test.

• Start at the goal and work backwards.

• Be able to answer the question “Why are we doing this?”

6 Things you can Do Today

Synergize your efforts.

1. Setup a NewsletterEmail is the foundation for all outbound web marketing.

• Sign up for an Email Service Provider (Constant Contact, etc)

• Import all your emails from business, friends, family

• Use a template or have a template designed for you

• Develop a welcome email

• Setup an opt in box on your site

• Send it!

• Look at metrics and report findings

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2. Use AnalyticsAnalytics are what separate new marketing from old.

• Sign up for Google Analytics (free)

• Put the code on your website

• Use tutorials or have someone give a lesson on functionality

• Check it every few days to notice trends

• Start tagging emails and links coming to your site

• Start testing!

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3. Start OptimizingTurn your site into a well oiled machine.

• Get keyword research for your site and industry

• Re-write title tags, meta tags, meta descriptions

• Re-write copy to reflect keyword research

• Start writing PR materials with SEO focus

• Begin asking for links back

• Write a blog post (or get a blog!)

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4. Get SocialIncrease your reach with social networks and media

• Sign up for all major social networks - FB, Twitter, Youtube, Digg, etc

• If you are already on them, customize your pages

• Write down the 5 reasons why someone should join your network

• Write down 3 action items to make every reason above a reality

• Create a timeline and assign roles

• Get creative!

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5. Try AdWordsLearn about how Paid Search can benefit your efforts.

• Sign up for Google AdWords (free)

• Find a Google voucher (approx. $75 credit)

• Build out a few targeted campaigns

• Let it run for a week - change budget or network to increase traffic

• Tag all your ad copy links

• Setup conversion tracking (email signup?)

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6. Build a basic campaignUse more than one tool to supplement your next effort.

• Come up with a goal and decide on tools to use for it

• Setup a landing page for all visitors

• Develop a custom email

• Funnel traffic

• Create custom AdWords campaign buckets

• Write a blog post

• Report on it!

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Conclusion

Web marketing conclusions• The tools of web marketing work best when approached holistically

• Focused efforts will have higher return

• Data drives all decisions

• It is a growth-oriented effort

• Success is built on strategy!

The End

Presented by Carter Thomas of Bluecloud

Maine PR Council Annual Conference