Transcript 3.12 Class 4 — Internet Marketing: Paid and Unpaid Promotion

B2B Marketing
Class Four
Promotion
Kent Lewis
[email protected]
http://www.anvil-media.com/b2b
Agenda
Class Project Update
Guest Speaker
Promotion
Advertising
Public relations
Site promotion
Case study: goodguys.com
News
Project
Drafts due today
Final marketing plan due next week
Questions?
Guest Speaker
Tom Byrnes
spark!
Brand Marketing Communications
[email protected]
Advertising
Traditional
Print
Outdoor
Broadcast
POP
Internet
Banners
Sponsorships
Text ads
Pay-per-click search engines
Paid directory listings
Internet Advertising
Banners are performing as poorly as ever
Overall ad spending continues to grow
Still confusion on measurement and ROI
Revisit objectives: branding or sales
Banners are best for brand protection or extension
Don’t let technology confuse the issue
Consider partnerships and sponsorships
Avoid intrusive ads
METRICS: impressions, clicks, leads, sales
Public Relations
Traditional
Collateral development and distribution
Editorial calendar proactive pitching
Events and press tours
Product placement, reviews and awards
Investor relations, public affairs
Internet
Online publications, e-zines and e-newsletters
Newsgroups and discussion lists
Hot site awards
Link development
Public Relations
Develop a strong news room
Press releases, coverage
Case studies, backgrounders
Drive offline traffic online
Integrate online PR activities
Ezines and newsletters
Newsgroups and discussion lists
Leverage partnerships for additional coverage
Understand online editors
Deadlines
Email-based communications
METRICS: quality and quantity of ink, perception
Site Promotion – Paid
Search engines drive a majority of traffic
Optimization and promotion time consuming
Pay-per-click engines guarantee placement
Minimum bid: .01 to .05
Average monthly minimum cost: $25
Bid management software available
Popular PPC engines:
Google
Overture
FindWhat
Sprinks
Site Promotion – Unpaid
Engine algorithms evaluate text and tags
Develop targeted keywords and description
Focus on accepted industry terms
Stay on top of latest developments
Promote and track site regularly
Automate process with WebPosition
Things to avoid:
Frames
Dynamic URL strings
Overuse of graphical text
Flash and intro pages
METRICS: unique visitors, referring URLs
Case Study: Schering Plough
Objective:
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Generate customers for Hep C treatment
Challenges:
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FDA regulations
Low-brow competition
Strategy:
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Develop functional site for search
engines
Generate traffic from online resources
Qualify visitors for Be In Charge program
Results:
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Generated over 200 links in 4 months
Increased top 30 rankings by over 250%
Averaging 21% click-through on PPC
Case Study: goodguys.com
Market research
Content development
Site Marketing
Metrics
Market Research
Customer feedback – BizRate
Visitor feedback – Tell Our Boss
Log file analysis – WebTrends
Primary research – i-op, phone survey
Secondary research – IPA
Usability analysis – ExpertEye
BizRate Survey
Tell Our Boss (modified)
Tell Our Boss – Tracking
Email Type
goodguys.com Email
12
20
18
16
14
12
10
8
6
4
2
0
10
8
6
4
2
0
Order Status
Positive
Neutral
Negative
Customer
Service
Corporate Email
Sales
Marketing
Total Emails
35
40
30
39
38
25
37
20
36
35
15
34
10
33
5
32
0
31
Positive
Neutral
Negative
goodguys.com
Corporate
Site
Content Development
Why Buy From Us
Tell Our Boss
Manufacturer links
Press Room
Clearance section
Email newsletter signup
Affiliate signup
Home Page
Manufacturer Links
Press Room (defunct)
Email Newsletter – Signup
Affiliate Program – Signup
Clearance Section (defunct)
Site Marketing
Optimization and submission – WebPosition
Keyword testing – Overture
Public relations – Oregonian
Advertising – Reel.com tradeout
Contests and promotions – Lockergnome
Shopping engines – techbargains
Email newsletter – Good News
Strategic partnerships – Tower Records
Affiliate program – BeFree
Shopping Engines
Affiliate Program
Metrics
Customer feedback – BizRate
Visitor feedback – Tell Our Boss
Log file analysis – WebTrends
Secondary research – IPA
Sales data – conversion, customers, av. sales
Results:
BizRate rating increased 1 point to 8.5
Customer and visitor feedback improved
Site traffic up: uniques, frequency, duration
Visibility increased: more inbound links, search results
Sales up: improved conversion, more new customers
Resources
www.befree.com
cyberatlas.internet.com
www.goodguys.com
www.i-op.com
www.overture.com
www.payperclicksearchengines.com
www.webposition.com
www.webtrends.com
B2B Marketing
Final plan due next week
Finish Silverstein
Bring in news, questions and comments
See you next week
Kent Lewis
[email protected]
http://www.anvil-media.com/b2b