Online marketing

Internet Marketing That Works™

Wednesday, November 12, 14

Headquartered in Chantilly, VA

Expert online marketing strategy

Clients in b2b, b2c, non-profit

Full-service internet marketing consulting

25+ years in marketing, business development

Internet Marketing Solutions


Sales to your Door™ Seminar Series © 2013 Cogo Interactive,LLC. All Rights Reserved

COGO - leading provider of internet marketing expertise


Expert Internet Marketing Strategy

Social Media Marketing & Policy

Search Engine Optimization

Website Development

Seminars & Webinars

Lead Generation

Multimedia




Services


What & Why of an Online Marketing Strategy

Building Web Traffic

Converting Traffic To Leads

Capturing Information

Nurturing Leads

Measuring Results




What We Will Cover





The What & Why of a Solid Online Marke5ng Strategy





What is an Online Marketing Strategy?





Why is an Online Marke5ng Strategy Important To My Business?


Generate Targeted Leads

Generate website traffic

Top of mind brand recognition

Increase search engine rankings

Build email opt-in list

Digital generation - clients, employees, employers




Business Growth!





Baby boomers (1946-1964) • Digital Immigrants

• Aging, Retiring

• Fastest growing demographic are women 55+

• Using social networking sites grew by 28%

Generation X (1965-1980) •Digital Native

•Learned to navigate the slow-to-change workplaces

Generation Y (Millennials) (1981-1997)

•Digital Native

•High comfort level with technology

•Will make up half the workforce by 2014

•Not as apt as Gen X to put up with inefficient ways

•Our future customers, clients, employees

The Future is Digital!




Create some goals from which you can

measure your campaign’s results

Some possible goals could include:

• Communicate with customers, employees

• Drive Awareness

• Sell Products

• Launch a new product

• Influence public opinion

• Cause Marketing

• Promote an event

What and How To Measure Results - Define Goals





Number of conversions (downloading a white-paper or filling out a contact form)

To have people spend more time on your website

To drive more visitors to your website

To build social media network (followers, fans, etc.)

To get content shared

To build subscribers to email opt-in list

What is the Goal?





Building Traffic





Social Media Marketing





It’s Where Business is Getting Done!





Social Media is for Leads & Sales





Social Media = Reach, Differentiation, & Engagement





Social Media = Expert Status!





Google considers social media outreach when ranking





Begin where you are

You don’t have to be everywhere to make it work!

Each network is different

Start with small steps

Execute in phases

Where do I begin?





Where do your customers hang out?

Google Alerts (http://www.google.com/alerts) emails you whenever a chosen

keyword is mentioned in any form of online content

Twitter Search (http://search.twitter.com/) scans all Twitter posts for your

selected keyword or phrase.

SiteVolume (http://www.sitevolume.com/) reports how often keywords or phrases

appear on Twitter, Digg, YouTube and Flickr

SocialMention (http://www.socialmention.com/) enables you to search web and to

receive email alerts when a new mention is posted

Socialcast (http://www.socialcast.com/) offers real-time analytics





Sells the Dream

Educates

Connects

Gets Shared

Adds Value

Generate & Share Content





Sells the dream

Educates

Connects

Helps

Adds Value

Google LOVES good content!





80/20 rule:

80% - information

20% - promotional




Build links using business directories - Google Business, Yahoo, Yelp

Write articles and distribute using ezinearticles.com & articlebase.com

Build a branded Social Media presence

Launch an eNewsletter monthly

Start a blog and post 1x/week - minimum

Create Buzz & Drive Web Traffic





Add Share Badge





Short and Snappy - grab attention quickly short and to the point

People need to hear things 3-5x before it will affect a behavior change

Publish and schedule ahead using Hootsuite

Blog 1x/week (Tuesday - Thursday, 1p - 3p)

Tweet every 6 hours

Post to Facebook 1x/day

What & How Often





Schedule Posts Using Publishing Calendar





Women heavy users with average HH income-$75k

Adults 18-29

Fastest growing demographic - 45-54

About building relationships

Builds brand awareness

Strong B2C vs. B2B

Understanding Facebook





Increase awareness of your brand

Connect with clients/prospects

Page is publicly searchable on Google

Educate your market

Drive visitors to your website

Increase email opt-in list with form

Advantages of having a Fan Page on Facebook





Facebook Ads to Target Customers





Business-oriented networking site

Connect and reactivate past clients

Stay in touch with connections

Network with business alliances

Search tool - lead development

Great SEO!

Understanding LinkedIn





Personal Profile - 100% complete





Personal profile - build credibility





Profile - get found in LI and Google searches

SEO!





Groups help to grow network and build credibility

Join relevant Groups





LinkedIn - Company Profile





LinkedIn Lead Development - Search Tool




Copyright 2010 Cogo Interactive, LLC All Rights Reserved

Friendly, conversational micro-blogging tool

Post/status update in 140 characters

Not how many followers, how many “retweets”

Work like an email blast/press release

Not an ad billboard

Connect with media

Build relationships with customers, Realtors, Designers

Understanding Twitter





How to use Twitter

Brand consistency (customized background)

Create a great profile (keyword-rich, SEO)

Add “Follow me” on all marketing materials, trucks, voice mail

Register on Twello (Twitter directory - SEO!)

Turn followers into fans by inviting them to your facebook page





Multi-media Increases Time On Website





Video

2nd largest search engine behind Google

Powerful because it connects the prospect emotionally

Strengthens search optimization of website

Search engines love to rank videos

Engaged visitors to/on web site = lead





Photos

90% of information transmitted to our brain is visual

Dramatically increase user engagement

Twice as likely to shared - viral!

Strengthens search optimization of website

Connects people to your brand

Engaged visitors to/on web site = leadWednesday, November 12, 14




The Power of the Blog





More web traffic





Builds awareness and trust

Helps with search rank

Makes you the “perceived expert”

Allows others to share content via RSS or share badge

Invites others to “guest blog”

A Good Blog...





Valuable & Relevant Content

Posts that include video get more links

Posts that include photos get comments

People want to read your point of view - be authentic

Build a relationship by engaging with comments, sharing, questions

Consistency is key!

Identify yourself authoritatively





Enable Sharing





Search Engine Op5miza5on




Using techniques that help your website rank higher in the organic/

natural search results.

This helps more people who are looking for your product or service find you.

What is SEO?

Source: Hubspot




Majority of B2B Buyers use the Search Engines to Research Purchasing Decisions

Why is SEO Important?

Source: Hubspot, Search Engine Watch





Source: HIgher Visability

97%of consumers search for businesses online

5.9+billion Google searches per day

75%of searchers never go past page 1




US Online Advertising Spending, 2007 - 2013


Source: Comscore, Jupiter Research




Free

More Traffic

Discerning Buyer

Longer Lasting


Source: Marketing Sherpa




Paid

Organic




Keyword Research using Google Adwords, Wordstream

Choose most popular keyword terms - Google Trends

Develop content around keywords

Analyze competition - where do the rank?

Optimize each page

๏unique URLs

๏meta informa5on

๏alt tags for images

๏keyword density in copy

Submit site to search engines - Google, Yahoo, Bing, AOL, Ask

On-page SEO





Sells the dream

Educates

Connects

Helps

Adds Value

Google LOVES good content!




Organic

Undercover Printer Search Page Results after SEO




Undercover Printer Search Page Results after SEO





Convert Visitors to Leads





Well-Designed Website

Appearance

Content

Functionality

Usability

Optimized for search engines

Responsive to mobile devices





Branded Content is KEY

Relevant

Inspirational

Useful

Solves Problems

Adds Value





Don’t be like this guy





80/20 rule:

80% - information

20% - promotional





Only way to develop strong presence with search engines

Earns permission to sell

Builds thought leadership

Develops loyal customers

Differentiates from competitors

Relevant Content





Move to Sales Funnel w/Calls to Action

Free report/whitepaper

eNewsletter

Webinar

Sign-up form on fan page

Above the fold email opt-in





Reviews

More positive reviews= more customers

3rd party credibility

Showing up in search results

Amplified word-of-mouth

Differentiates from competitors also found in a search





Reviews Are a Must





Capture Contact Informa5on





Capture Contact Info

Database





Capture Contact Info- Forms





Capture Contact Info- Database

Database





Nurture Leads





If you’re not measuring,

you’re not marketing.




© Copyright 2011 Cogo Interactive, LLC All Rights Reserved.

number of conversions (downloading a white-paper or filling out a contact form)

to have people spend more time on your website

the number of pages visited on your website

to get more visitors to your website

to get more friends or followers

to get more retweets

to get more likes

Consider Why You Started




Measuring activity allows you to evaluate:

•Visitor traffic

•Returning visitors

•Video views

•Time spent on your site

•Number of program registrants

•Revenue received

•Demographic data

•Social Media Fans, Followers, +1‘s

•Search rankings

• Blog Subscribers

• Email opt-ins

• Whether content is getting shared

What and How To Measure Results - Activity





Track Traffic Using Google Analytics





Analyze & Optimize Using LinkedIn Insights





Analyze & Optimize Using FB Insights

Like Google Analytics

Analyze what’s happening on your Facebook Page

Monitor key metrics

Get insights about who visits your Page





Sprout Social - Dashboard

link


http://sproutsocial.com/index.php/dashboard

http://sproutsocial.com/index.php/dashboard




Integrate & Automate


Publish consistently

Monitor several social sites at once

Monitor tags or keywords

Schedule posts ahead of time

Maintain multiple accounts

Set up Hootsuite & integrate plugins

Tweetdeck is another app that allows you to publish 1x

Nutshell mail brings summary of social network updates in 1 email








Post to different social media





Capture Lead

Convert Lead to Client

Drive Visitors to Site

Convert Visitor to Lead

Content-10%

Valuable & Relevant

Credibility & Conversion

ROI

Database

Measure!





Reactive dormant clients

Recruit new clients

Retain existing clients

3 Major Benefits Using Social Media


Create a vanity URL on Facebook

and add everywhere

Create a 315 x 851 header for

Facebook Fan page

Add “Like” and “Share” badges

on website/blog/newsletter

Upload video and photos of

projects/events to FB,LI, TW, Blog

Use events app on FB & LinkedIn

to promote events

Broadcast company news via

Twitter

Claim your Google Places page

Add QR code to business card

(location, event details, topics of

discussion, etc.)

Set up a blog and encourage

visitors/subscribers to contribute

Reinforce how you are different

on EVERYTHING

Add video testimonials to

Facebook, YouTube, web, blog

Make sure to have a call to

action on website - contact & form

above the fold

Consistently generate content

that solves problems (80%/20%

rule)

Downloadable content added to

site, emailed, added to FB, Twitter,

LinkedIn, Blog

Measure your progress using

Google Analytics and Facebook

Insights.

Use multimedia to add stickiness! Pinterest, Flickr, YouTube, Panoramio

Add video testimonials to Facebook, YouTube, web, blog

Create a LinkedIn company

profile with products & services

Add marketing tool applications

to LinkedIn profile - Slideshare

Ask for/give recommendations

on LinkedIn

Join and market to relevant LinkedIn Groups

Use LinkdIn and Twitter powerful

search tool for lead development

Integrate all channels and

schedule posts using Hootsuite

Join and market to relevant

LinkedIn Groups

Feed updates and blog posts via

RSS feed to network and Groups

Use publishing calendar to

organize content




Checklist To Increase Business


Expert Internet Marketing Strategy

Social Media Marketing & Policy

Search Engine Optimization

Website Development

Seminars & Webinars

Lead Generation

Multimedia




Services





Social MediaTraining



703.885.8406

@cogomojo

[email protected]

www.cogoresults.com

www.thecogoblog.com

twitter.com/cogomojo

linkedin.com/pegmcdermott

facebook.com/cogoresults

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