Transcript Your Online Marketing Plan

Internet Marketing
with IMPACT
By Stephanie Chandler
Copyright © 2009-2010 by Stephanie Chandler
Welcome!
Is your website doing its job?
Online Brochure vs. Business Tool
Lead Generation
Lead Conversion
Web Traffic Statistics
It’s No Longer Optional – We Need Our
Websites to Stay Competitive
How Search Engines Work
12 Billion Searches Per Month:
Google = 70% Yahoo = 20%
MSN, AOL, Ask = 10%
Spiders
Algorithms
Results
Ranked Based on Relevance
Organic Search vs. Pay Per Click
SEO – Search Engine Optimization
Keywords/Key Phrases
Page Title
Meta Tags
Description
Images
Repeated on Page
SEO Best Practices
Keyword
Concentration
Relevant Incoming Links
Minimal Use of Flash
Frequent Updates
Content is King
Web Copy – Do You Want to Read
This?
Welcome to GreatCompany.com
Our company is really great because it was founded in 1969 and has been running really
well ever since. Our products and services are great too. We package them in Iowa and
ship them to you directly. We ship via UPS. We don’t offer Federal Express or freight
shipping options. If you want to place an order, just give us a call. Sorry, we don’t accept
online orders yet. We don’t answer email either so please call us for information. You
should do business with us because we’ve been around for a really long time. Our factory is
out in the country. We would love to give you a tour. We close for lunch from noon until 1pm
so tours must be scheduled before or after lunch. We are also open for one Saturday each
month. Call us to schedule a tour. Make sure you ask for Tom because he schedules the
tours. If Tom isn’t available, leave a message and he will call you back. You could also call
back and ask for Susan.
Our management team is really great too. They will take good care of you. We provide
personalized service for every one of our customers. You should really consider coming to
buy one of our products. We accept returns within 7 days, no exceptions. We have an
excellent customer service department available between 9am and 5pm. If you call us
before or after that, leave a message and someone will call you back. Sorry, we can’t
accept online orders at this time. But we have really great products so you should just call
us anyway. We love our customers and will take good care of you, as long as you call
between 9am and 5pm.
Web Copy – Every Word Counts
Short Attention
Span Theater
Break Up the Text (headlines, bullets)
Call to Action
Keyword Strategy for Every Page
FAQs Page
Overcome Objections
SEM – Search Engine Marketing
Google: http://adwords.google.com
Yahoo: http://searchmarketing.yahoo.com
Pay-Per-Click
Text Ads
Banner
Ads
Google Ad Sense
SEM Best Practices
Have
a Goal in Mind
Set a Budget
Every Word Counts
Test, Test, Test
Reevaluate Often
The Site Visitor Experience
– What’s in it for me?
Useful Information (articles, resources, news)
Easy to Navigate
Interactive (forums, message boards)
Surveys (SurveyMonkey.com)
Capture E-mail Addresses
Contact Information
WIIFM
Email Marketing Statistics
Permission
Marketing at its Best
Low-Cost
25%
Open Rate vs. 5% Direct Mail
High Return on Investment:
Email ROI per $1 spent: $51.45
Print Catalogs: $7.00
Non-Email Marketing: $21.08
Source: Emaillabs.com
Email Marketing Benefits
When done correctly:
Shorter Sales Cycles - Repeat Exposure
Builds Loyalty
Creates Immediate Results
Timely (Events, Sales, etc.)
CAN SPAM Compliance Act
http://FTC.com
Cannot Purchase/Rent Lists
Readers Must Opt-in
Headline Cannot be Misleading
Provide Opt-out Instructions
Include Physical Mailing Address
Keys to Email Marketing Success
Meet
the Needs of Target Audience
Valuable, Interesting
Follow the 80/20 Rule
Avoid List Burn-out
Sign-up Box on Every Page of Your Site
Incentive to Opt-in
Blogs 101
Web
Log
Great SEO
Media Potential
Keep it Simple
Multiple Categories
Content from Customers, Peers, Employees
Video
Adds
Interest to Website
Product Demos, Testimonials, Clips from
Trade Shows, Manufacturing Process
YouTube.com – Funny, Controversial
No SEO Yet, But it’s Coming
Social Media for Business
Build
brand awareness
Engage past clients
Attract new clients
Immediate impact
Create community
Viral marketing
Facebook Example
The Power of Groups
Twitter Example
NYTimes
LinkedIn Example
LinkedIn Groups by Keyword
Secrets to Social Media Success
Authenticity
Frequent
participation
Engage with audience
Focus=Target audience
Integration and cross-promotion with existing
marketing activities
Your Online Marketing Plan
Target Audience
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Who do you want to reach?
Where can you find them online?
Can you carve out a niche?
SEO Strategy
–
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What keywords and phrases should your site include?
How can you generate incoming links?
What is your content creation plan? (articles, news, etc.)
How frequently can you add/update content?
Your Online Marketing Plan
Website Copy
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Is your current copy effective?
Is it easy to read?
Is there a call to action?
Search Engine Marketing
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Do you have a budget for online ads?
What is the purpose of your ads?
How will you measure results?
Your Online Marketing Plan
Site Visitor Experience
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What value does site provide to visitors?
Is it easy to navigate?
Are you capturing email addresses?
Is contact information easy to locate?
Does the site give visitors a reason to return?
Does it inspire them to take action?
Your Online Marketing Plan
Email Marketing
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How can you leverage this tool? (newsletters, campaigns)
How frequently will you send announcements?
How can you build your mailing list?
Will you handle this in-house or outsource?
Blogging
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Does a blog make sense?
What kind of content should it include?
How often will you post updates?
Your Online Marketing Plan
Social Media
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What does your target audience want?
What kind of resources can you dedicate?
What kinds of content can you generate and
share?
How can social media align with your business
goals?
How soon can you get started?
Now What?


Talk to your Web management team (or
develop one)
Outsource services if needed: Copywriting,
Web Design, SEO, SEM, Newsletters,
Video Development, Online Business
Manager
Thank You!
Questions?
[email protected]
www.StephanieChandler.com
800-877-1097