McDougall Interactive-presentation - 2011
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Transcript of McDougall Interactive-presentation - 2011
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www.mcdougallinteractive.com
John McDougall John McDougall 978-750-8000978-750-8000 [email protected]
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Internet Marketing Strategyfor 2011
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Internet Marketing Strategyfor 2011
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Digital Revolution
81% of U.S. adults with web use social media Forrester Research
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Traditional media is in trouble
Photo: azrainman.com
Newspaperdeathwatch.comthechaosscenario.net
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Digital Revolution
Comments 27,114
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Add value or be blocked out
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OMG – We are at less than 30%
6.8B People
28.7 % on web now
Mobile rules by 2014
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Search your television!
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Stats – War to control the web
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Despite 60% lower cost per lead
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Search largest, Mobile/Social Hottest
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What’s wrong with this picture?
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Changes in Media
“Interactive marketing will not be dominated by a single revolutionary channel. It will grow to $61 billion by 2012, driven by marketers who
will leverage a distribution of channels rather than pour new spends into a single place. This perspective coupled with technology advances will lead to a customer-centric future in which interactive technologies actually infuse all marketing efforts.”
Forrester Research
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Grampa gets it
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SEOSocial Media Paid Search
Conversion EnhancementsLink Building
Public RelationsAnalyticsMobile Email Blogs
Top Ten Tactics
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Webmasters wear too many hats
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WILD WILD SERPS
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Search Engine Optimization
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“Free” traffic – 75% click top 5#3 for Golf Clubs
1.2M visitors in 6 months
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Keyword Research
Keyword Global Monthly Searches Avg. CPCchecking accounts 450000 $11.03 small business checking account 2900 $16.79 personal checking account 14800 $8.56
adwords.google.com/select/KeywordToolExternal
Just search for “keywords” in Google…
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Search Engine Ranking Reports
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Content proportionate to leads
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Longtail, links, high conversions
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Competitive Analysis
Bank of AmericaPages of site indexed: 585,000Links to website 452,000Monthly visitors 25,528,998 Wells FargoPages of site indexed: 187,000site:blog.wellsfargo.com 4,510 pagesMonthly visitors 17,515,241
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Tricks
Site Size Site:bankfive.com
LinksLinkdomain:bankfive.com - site:bankfive.com
Keywordspy.comSEObook Toolbar
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SEO – PPC can drive local traffic
• Banks Massachusetts
• #6 sssb.com
• #7 bankfive.com
• #10 clintonsavings.com
• Credit Unions Massachusetts
• #1 metrocreditunion.org
• #3 stmaryscu.org
• #5 iccreditunion.org
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Local Ranks – High Conversions#1 for in Google for “Credit Unions Massachusetts”
online banking ma #1personal banking ma #1ira savings accounts Massachusetts #1small business banking Massachusetts #3
Visitor Traffic JumpsIn six months site visitors jumped from 10,519 to 37,141 – a gain of 253.08%
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
April September
Site Visitors
Metro Credit Union Website
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SEO / PPC / Local
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Social Media is just one tool
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Social Media Process
Listen
Engage
Measure
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Radian6
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Social Tools
Radian6Facebook Insights
Google AlertsTweetdeckHootsuit
Social Mention
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Why would people like you?
368,207 Engaged Visitors a month
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Fans useless without reason to engage
Giveaway: $1,000 “like” the credit unionFans: 4,991
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Content is the heart of social/seo
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Chase Giveaway
Giveaway: $5M to charities with most votes “like” the bank in order to vote.Total Likes: 2,436,143
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Social Media Traffic
No Traffic To SSSB
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Filene CU Social Media Study
April 2012, 90% use, despite fuzzy ROI8+ hrs per week report highest success
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Your list is critical
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PR Presence / Credibility
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Usertesting.com
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Google Analytics - Traffic Sources
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Tracking Goals
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1.9%
0.6%
0.6%
Navigation Click Through Rate
0.1% 0.1%0.2% 0.3%0.1%
0.8%0.1%0.3%
0.8%
0.1%
0.6%
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Top 15 Landing Pages
Page Entrances Avg.Page
views% Bounce
RateAvg. Time (in mins)
% Exit
/home 59,740 1.7 53.0% 3.2 58.9%
/e-branch/ 1,774 2.0 43.0% 3.0 48.9%
/locations-and-hours/ 395 1.8 71.9% 1.5 56.8%
/rates/deposit-rates.aspx 227 1.7 74.4% 2.0 60.5%
/commercial-banking/online-banking.aspx 176 2.5 35.8% 2.7 39.7%
/small-business-banking/online-banking.aspx 163 2.0 46.0% 2.4 50.2%
/about-us/career-center/default.aspx 140 2.8 5.0% 0.4 35.9%
/personal-banking/personal-checking.aspx 105 3.1 41.0% 1.8 32.6%
/contact-us.aspx 100 2.1 55.0% 1.6 48.1%
/personal-banking/consumer-borrowing/mortgages.aspx 86 4.0 17.4% 1.1 25.2%
/personal-banking/ 58 4.2 22.4% 1.2 23.9%
/about-us/ 40 3.5 37.5% 0.8 28.6%
/small-business-banking/ 37 2.5 16.2% 1.3 39.4%
/e-branch/mortgage-loan-services.aspx 34 2.8 61.8% 0.8 36.2%
/rates/consumer-loan-rates.aspx 31 1.3 83.9% 0.9 79.5%
The ‘Deposit Rates’ section has a high bounce and exit rate
The ‘personal - banking’ services section of the site has a high level of engagement
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335 Visits
56.5% Bounce Rate
Home Page Banners – CTR
153 Visits
62.5% Bounce Rate
0.2% CTR
0.3% CTR
9 Visits
100% Bounce Rate
0.01% CTR
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Social Media Tracking
News generated the highest number of mentions in December
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Apple iPhone
56%BlackBerry
13%Android
16%
Apple iPod7%
Apple iPad 6%
Visits Share
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Takeaways
1. Create internet marketing strategy doc.
2. Do more SEO than paid search
3. Feed blog to Twitter and Facebook
4. Do 3 usertesting.com videos $89
5. Double your content and analytics efforts which is good for Social, SEO and PPC