Building a WinningInternet Marketing Strategy

Mid America Horticultural Trade Show 2013

Agenda

• Setting the Foundation – Web Usability

• Search Engine Marketing

– Organic Search Engine Optimization

– Google AdWords (pay-per-click marketing)

• Measuring and Improving Results

• Questions & Answers

Top Floor Technologies

• Website Design & Development

• Search Engine Marketing

• Web Analytics & Conversion Improvement

• Social Media Marketing

Maximizing Online Marketing Resultsfor Hundreds of Businesses Since 1999

Getting the MostFrom Today’s Session

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

Shows & Events

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)

*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

Who are you building your Website for?

Hint … it’s not you.

Who are you building your site for?

• Your CEO?

A FLASH Intro …

Excellent!

Who are you building your site for?

• Your SalesDepartment? Everyone who

visits our Website must register and provide all of their contact information.

Who are you building your site for?

• Your I.T. Department?

Why would we want any images on

our Website?

Who are you building your site for?

• Your Target Users

'To Start Press Any

Key'. Where's the ANY key?”

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?

What Do Website UsersWant – the basics?

• An immediate validation that they are on the right Website.

• Quickly recognizable links that are relevant to them.

• A feeling that with each click they are on a path to the answers they need.

What Frustrates Users

• Anything that slows their progress online:

– Intro pages

– Ambiguous navigation

– Unnecessarily long copy

– Unnecessarily long online forms

• Each time you make a user think too much, you increase the risk that they will leave your site.

• 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

Before

responsive design for mobile

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?

U.S. Share of Searches – June 2012

Source: ComScore

Google67%

Yahoo13%

Microsoft16%

Ask3%

AOL2%

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

Google Keyword

Tool

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.

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.

Leverage Google Places

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

• Ability to display ads regionally

• Control when ads are displayed

3. Measuring ResultsGoogle Analytics

Google Analytics

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

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