Building an OnlineMarketing Strategy

May 30, 2012

Welcome!Today’s webinar will begin at 3 PM Central Time

Agenda

• Setting the Foundation – Web Usability

• Search Engine Marketing

– Organic Search Engine Optimization

– Google AdWords (pay-per-click marketing)

• Measuring and Improving Results

• Post Questions for Follow Up After Webinar

Top Floor Technologies

• Website Design & Development

• Search Engine Marketing

• Web Analytics & Conversion Improvement

Maximizing Online Marketing Resultsfor Hundreds of Businesses Since 1999

Getting the MostFrom Today’s Webinar

Write down 2-3 learning points that you will begin putting into

action within the next two weeks. Then – follow through.

1. Setting the Foundation A Quick Review of Usability

Progression of Website Needs

• 10-15 years ago …

“Quick, we need a Web site!”

• 4-8 years ago …

“Okay, now that we have a Web site, how do we get people to find it?”

• Today …

“Now that people are on our Web site, how do we engage them and get them to do what we want them to do?”

The Impact of InternetTechnologies on Marketing

YourWebsite

Your Website is at the Core

Print Advertising

Tradeshows

Public Relations (online & offline)

Search Engine Marketing

Directories

Direct Sales

Direct Marketing (online & offline)

Promotions and Campaigns

Setting Goals – start at the top

Drive more qualified

users to your Website

Two things you can do to improve the results of your Website

Convert a higher % of users into

opportunities

21

Website Success Formula

Website visits

Conversion % = Results

(leads, sales)

Web Usability

*Source: Don’t Make Me Think: A Common Sense Guide to Web Usability by Steve Krug

Definition of Usability

Usability • making sure that something works well: that a person of average (or even below average) ability and experience can use the thing – whether it’s a web site, a fighter jet, or a revolving door – for its intended purpose without getting hopelessly frustrated.*

Web visitors who report great user experience are:

• Twice as likely to return to the site.

• Four times as likely to report enhanced brand opinion.

• Four times as likely to make a future purchase.

* Source: iPerceptions

Define User Personas

• Who are your target customers?

• What industries are they in?

• What roles do they play?

• How does your product/service help them?

• What questions do they ask when considering your product/service?

• What can they do on your Website?

• Google search traffic up 57%

• Site bounce rate down 22%

• Conversions up 255%

Within four months following launch of new Website:

Before

After

Before

After

Source: Good Site, Bad Site: Evolving Web Design

Lee Gomes

Wall Street Journal

How do well-designed sites happen?

The really good websites are designed by groups that ask and answer three questions:• Who are your target users?• What are their goals?• How are you going to help them achieve those goals?

2. Search Engine Marketing

Driving Traffic & Improving Results

When you search for something online, where do you start?

When your prospects & customers search for vendors online,where do you thinkthey start?

Overall Share of Searches – February 2012

Source: ComScore

Google66%

Yahoo14%

Microsoft15%

Ask3%

AOL2%

B2B Preferred Search Engines

Source: Enquiro Business to Business Survey

Google77%

Yahoo14%

Microsoft7%

Others2%

Being found on

Google

Organic Search Engine Optimization

industrial ovens

Search Engine Optimization (SEO)

Over 80% of activity on the first results page (top 10 results)

Keys to success: Keyword

analysis Content

development Linking

strategy Monitoring &

updating

Keyword Analysis Basics

• Consider how your target customers would search for your products and services (ask others for input).

• Use specific, multiple-word keyword phrases.

• Review competitors’ Web sites.

• Use keyword analysis tools.

Google Keyword

Tool

Title

Hyperlink Text

Content

Alt Text

Keyword Density/Prominence

Headers

Basic On-Page Ranking Factors

Offsite Linking Strategy

• Search engines use link popularity (inbound links) as a factor in determining the ranking of a website.

• Consider business partners, trade associations, manufacturers, etc.

• Websites for publications you advertise in or trade shows you participate in, etc.

Building a Linking Strategy

• Publish press releases and articles

• Run a backward link search on your competitors to learn which sites are linking to them.

Google AdWordspay-per-click marketing

Pay-Per-Click (PPC)

Instant Results

Pay only for Website visits

Keys to success: Keyword

analysis (including negative terms)

Bid management

Quality Score Monitoring &

updating

PPC Benefits

• Drive instant, qualified traffic

• Pay only for clicks – not for impressions

• Target specific keywords to reach the right audience

PPC Benefits

• Ability to display ads regionally

• Control when ads are displayed

• Augment your organic search engine traffic– Over 89% of traffic from search ads is not replaced by organic results

when ads are paused (Google, Search Ads Pause Study – July 2011)

3. Measuring ResultsGoogle Analytics

How many leads/sales do you receive from

your Website on weekly/monthly basis?

Google Analytics

Key Performance Indicators

• Visits

• Total Goals

• Goal Conversion Rate

• Bounce Rate

• Traffic Sources

• Keywords

Year Over Year % Change

Contact Us + 20.00%

Quick Question + 33.33%

RFQ + 21.88%

Top Total Completed Goals

Contact Us Quick Question RFQ0

5

10

15

20

25

30

35

40

45Current

Previous

Key Tracking Principles

Measure what matters – goals/conversions

Relate results to your marketing investments

Use data to identify & validate site improvements

A Closing Recap

• Successful online marketing revolves around having a great message and connecting with people at the moment of relevance.

• The easier to use your Website is for your target audience, the more effective it will be.

• Search engine marketing is critical to driving qualified traffic and conversions.

• Use analytics data to validate results and identify ways to improve.

Thank You!

Shane Fell262.364.0010 ext. 241

sfell@topfloortech.com

www.topfloortech.com

Learn more at one of our upcoming seminars. Visit www.topfloortech.com/serminars for details