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Internet/DigitalMarketing in 2010-2011

For NACA Members

December 8, 2010Presented by Gary Levine, WSI

glevine@WSIWebMark.com703.286.7095

www.WSIWebMark.com

NACA December 8, 2010

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• Who are we?• A case for online marketing: Where’s the ROI?• The progression of an online presence• Online presence components• What you need to do:– Build Foundation– Get Visitors– Build Community, Online Reputation

• Planning

Agenda

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• Internet and Digital Marketing Consulting• In over 80 countries– Generating Leads– Expanding Brand and Reputation– Developing Community and Relationships

WSI: Who are we?

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• Return on Investment (ROI)– New clients or cases– Credibility, reputation– Relationship, community, intangibles

• What to think about– If a type of case or client is worth $X, is it worth

spending $Y (or hours) to get it?– How much should you spend on a website?– Why spend anything on a site no one will see?

Why Are You Here?

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Where is ROI?

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Online Presence Progression

Website and Metrics Foundation

Driving and Converting Traffic

Community and Brand Building

Goals & Strategy

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Website&

Metrics

Local Listings&

Directories

Advertising (PPC, Banner)

SEOBlog

&eMail

Social MediaProfiles,

Online Rep.

The Components of Online Presence

Foundation

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• The Foundation– Build, or Review & Improve Your Website– Implement Analytics

• Get Visitors– Search Advertising (PPC)– Banner Ads, Directories– SEO

• Interact & Communicate– eMail Marketing/Blog– Social Profiles and Pages– Client Ratings

Getting Started

NACA December 8, 2010

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Foundation: Review and Improve Your Site

• 92% of people research online• 17% of site visitors will leave in less than 4 seconds• Those that stay only read 20% of your content• Communicate problems you solve in terms prospective clients relate to

quickly• Then build credibility

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• Learn where/how visitors find and use your site• Free at http://www.google.com/analytics

– (You will need your web developer add the tracking scripts to your site)

Foundation: Analytics to Measure and Assess

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Getting Visitors: The “SERP”*

Paid Search

Local Listings

Organic Search

NACA December 8, 2010 *”SERP” - Search Engine Results Page

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Getting Visitors: Local (Google Places)

• Local listings are very visible on Google, and they’re free!• Go to http://www.google.com/places and create it OR…• Search your address, and “claim” your listing• Solicit client ratings

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Getting Visitors: Paid Search Advertising• Pay Per Click (PPC)• Use Google AdWords• Need to setup:– Keywords– Geography– Ad Copy– Landing Page– Budget

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Getting Visitors: Organic Search• Search Engine Optimization (SEO)– Highest Credibility with searchers– Requires: relevant content, construction with

“best practices”, incoming links from other sites

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• Content Ads

• Directories

Getting Visitors: Other Advertising

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Build Community: Blog, eMail

• Write a blog or newsletter• Post to LinkedIn and your website

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• Build LinkedIn reputation: profile & answers• Do “ORM” (online reputation management)

Build Community: Social Profiles, Discussions

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IDENTIFY YOUR MARKETING GOAL

Lead Generation

Credibility & Brand awareness

Customer Communication

CHOOSE THE RIGHT ONLINE High Priority

MARKETING TACTICS Med Priority

Low Priority

PPC (Pay Per Click)

Paid search marketing

SEO (Search Engine Optimization)

Site copy, meta tags, site architecture

Content Marketing

Content blueprint, copywriting

Social Media

Blogs, LinkedIn, Facebook, Twitter, YouTube, Flickr

Email Marketing

Campaign plan, & blueprint

Digital Marketing Strategy Mix

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Pull it Together

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SOLIDIFY YOUR FOUNDATION

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• Know your ROI• Create/Shore-up the Foundation• Generate Traffic• Interact with Community• Build Your “Brand” Reputation

Summary

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Q&A

NACA December 8, 2010

Gary Levine, WSIglevine@WSIWebMark.com

703.286.7095www.WSIWebMark.com

Special Offer for NACA Webinar Attendees:Contact us by 12/18/2010, we will setup and install Google Analytics on your site for $75.00. Note: we will need FTP or administrative access to your site.