Transcript SEO, SEM, Social Media and the value of an online strategy

Oklahoma Funeral Directors Association
Digital Marketing – Is it worth it?
Research Online, Buy Offline
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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 instorel 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
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Internet Marketing –First step
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Website
Search Engine Optimization
Search Engine Marketing
Social Media
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 Design
2. Organization of website information that matches end users
EXPECTATIONS.
3. Navigation above the fold and in the footer
4. Meaningful Content
5. Descriptive "About Us" page
6. Contact Information
7. Search
8. Sitemap
9. Accessible through any internet browser
10. Pictures that download quickly
11. Statistics, Tracking and Analytics
Good Visual Design
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First Impressions are Key
Less is more
Movement is fancy but not necessary
Pictures are worth a thousand words – but make
sure they don't compete with each other
Website Organization
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3.
Research says you have 8 seconds from the time
a user comes to your site to take another step in
your site.
Identify what you want your customers to do on
your site
Make the information easily accessible
Meaningful Content
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2.
3.
4.
Information should be communicated in a way the
customer will understand and what they want to
know.
The information has to be correct
The information has to be updated
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.
2.
3.
Establish an emotional connection by describing
your company.
Have a personality.
Provide information on history, employees,
community involvement
Contact Information
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2.
3.
Make sure your contact information is easily
accessible from any part of the site.
Be clear on what kind of contacts: phone number,
free consultation, e-mail.
Follow-up!!!
Sign-up/Subscribe
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Customer is giving you permission to contact
them.
Capture information
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Create a non sales contact to remain top-of-mind
for the customer – like e-mail newsletter
Inexpensive marketing tools
Search
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3.
8 second rule
Search function must work!
Content must be consistent to common searches
by end users
Sitemap
Outline of how your site is organized
Strictly for the search engines to look for and find
your information.
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2.
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3.
Affects organic search (search engine optimization)
No need for it to be a prominent part of your site
Not everyone accesses the internet the
same way
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2.
End consumers all have different versions of
browsers
Your website should work on multiple browsers
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2.
3.
4.
Internet Explorer – version 6, 7
FireFox
Safari
Google Chrome
Graphics, Pictures and Video
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2.
8 second rule
Graphics/pictures must:
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Download quickly
Relate to the content
Look professional
Video is a great communication tool
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Short videos are perfect
Make sure the person in front of the camera represents
you well.
No need to over-produce – doesn't have to look like a
commercial – but still needs to be professional.
Statistics, Tracking and Analytics
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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
indexed by search engines.
(but only 7-8% are reached via search engine results pages)
Search engines are like detectives
looking for clues…
 What
is the content the user
is looking for?
 What content is available?
 What content will best satisfy
the user?
Website optimization
 Targeted
keywords
 Technical support
 Competitive Analysis
 Customer content
 Site map
 Website Content
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Regular 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 Outlets
E-Mail
Marketing
E-Mail Marketing
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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.
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67% of US internet users say the motivation behind giving their
email address to a company is to receive discounts and
promotions.
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57% of internet users worldwide said they are more apt to buy a
product or service in a store after getting a marketing email.
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Email Marketing is extremely cost efficient, targeted and
measurable.
Defining the
Audience
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Right customer
Right message
Right time
There is no big red EASY button
Research says it takes 8-10
touch points before a
consumer is at a point of
making a buying decision.
Consumers research online when
making product selection decisions:
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92%+ use the web when making buying decisions
(research, reviews, retailer location, price comparison,
etc.)
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70% of U.S. online consumers already have researched
products/services online and then bought them offline.
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54% start their research at a search engine
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28% said that social media influenced their buying
decision. ( comscore study, December 2009)
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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.
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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:
 Michelle
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[email protected]
405.990.5213
 Jenni
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Kelley
Shrum
[email protected]
405.204.7088