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This is a marketing overview for the trucking industry on building a strong online presence.
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ONLINE PRESENCE:TRUCKING
TONY PASSEY
POLEVAULT MEDIA
WHAT MOST BUSINESS OWNERS I MEET SAY:
I don’t know the difference between a good website and a bad website.
I don’t really understand how to send people to my website.
I don’t like to spend money on my online presence because I can’t quantify any return on investment.
I don’t know how my website really can increase my business.
These are all honest statements.
HERE ARE SOME THINGS YOU NEED TO KNOW FIRST
What type of website?
Informational – Interactive brochure online
Transactional – Online product or service sales
Transactional or E-Commerce are usually more expensive because of security and complexity
Usually when things move around on the screen that will add cost to a project (javascript)
WHERE DO YOU BEGINWho is your target user?
• Define 90% of your users
• Clients• Partners• Job Seekers
• Prioritize the users
• Clients bring money
Partners and Job seekers are neccessary
If you don’t plan to spend time on your site, make sure you have someone that will internally.
HOW DOMAINS, HOSTING AND WEBSITES FIT TOGETHER
235 Vine St.
Street Address = Domain or Web Address
Custom Home = Website
Hosting = Neighborhood
WE USED TO BE ABLE TO JUST PLACE A YELLOW PAGE AD
Online Marketing
Plan
Organic Traffic
Referral Traffic
Paid Search Traffic
Display Ads
Email Marketing
Proper Website
Target Demographic
Tracking / Analysis
WHAT TYPE OF TRAFFIC DO YOU NEED?
Each traffic channel is suited for different types of traffic
Some take more money
Some take more time
Some take more skill
Online Marketing
Plan
Lower Cost Higher Cost
QuickerReturn
LongerReturn Organic
Traffic
Referral Traffic
Paid Search Traffic
Display Ads
Email Marketing
Online Marketing
Plan
PRIORITIZATION OF CHANNELS
New startup:
Existing Business(new to internet marketing)
Marketing for a
Specific Project or
Event
Organic Traffic
Referral Traffic
Paid Search Traffic
Display Ads
Email Marketing
Organic Traffic
Referral Traffic
Paid Search Traffic
Display Ads
Email Marketing
Organic Traffic
Referral Traffic
Paid Search Traffic
Display Ads
Email Marketing
Online Marketing
Plan
ORGANIC SEARCH ENGINE RESULTS PAGES
Online Marketing
Plan
Organic Traffic
Paid Ads
Organic Listings
Paid Ads
Organic Listings
“COMMERCIAL CARRIER INSURANCE”
Bing cost per click = $.51
Google cost per click = $5.63
Online Marketing
Plan
Organic Traffic
Online Marketing
Plan
Organic Traffic
WHY DO WEBSITES RANK?
SIMPLEST WAY TO UNDERSTAND SEO
Can the robots read your site?
Is what they read relevant to your goals?
Do others link to your site correctly?
Are people talk about your site online?
Online Marketing
Plan
Organic Traffic
REFERRAL MARKETING
When someone else refers a friend you trust it.
What types of referrals do you want?
• Blogs and articles about your company
• Social Media about you or your company
• Partnerships and alliances
Referral Traffic
Online Marketing
Plan
Organic Traffic
MATT CUTTS + POLEVAULT
Referral Traffic
Online Marketing
Plan
Organic Traffic
WHAT HAPPENED?
Referral Traffic
Online Marketing
Plan
Organic Traffic
EMAIL MARKETING
Two types of emails:
Warm emails to people that know you*
Prospecting emails to people that don’t know you or SPAM!
*One of the least expensive ways to drive traffic
Referral Traffic
Email Marketing
Online Marketing
Plan
Organic Traffic
HOW DO YOU BUILD AN EMAIL LIST?
Have a partner send an email about you and have a data collection point.
Advertise and collect information
Purchase a list / rent a list
NOTE: Know your numbers
Email Marketing
Online Marketing
Plan
Organic Traffic
Referral Traffic
WHAT ARE THE NUMBERS
Email Marketing
Online Marketing
Plan
Organic Traffic
Referral Traffic
Email Marketing
Online Marketing
Plan
Organic Traffic
Referral Traffic
ADVERTISING
When you decide how to advertise you need to consider your mix of marketing and your budget.
Paid Search = CPC = Show ads to searchers
Display Ads = CPM = Showing ads to target users
Email Marketing
Online Marketing
Plan
Organic Traffic
Referral Traffic
Paid Search Traffic
Display Ads
COST PER CLICK
• More expensive
• Idiot warfare
Bing
• Cheaper
• More effective
• Lower Volume
Email Marketing
Online Marketing
Plan
Organic Traffic
Referral Traffic
Paid Search Traffic
Display Ads
DISPLAY
You have to decide who your target is and where they are.
Ads on KSL – Retail vs. Network vs. Wholesale
- $30 per 1000 views
- $3.50 per 1000 views
- $.45 per 1000 views
TARGETING PEOPLE OR LOCATIONS
What does an ad at the superbowl cost?
What does an ad in the bathroom at the superbowl cost?
What does an ad on the windshield cost?