Presents: Executing The Right Digital Strategy For Your Business
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Presents: Executing The Right Digital Strategy For Your Business
description
Presents: Executing The Right Digital Strategy For Your Business. Yesterday. Directional Advertising. Creative Advertising. TV. Radio. Print. Today. Directional Advertising. Creative Advertising. Banner Ads. Search Engines. Text Ads. Social Media Sites. The Buying Funnel. TV. - PowerPoint PPT Presentation
Transcript of Presents: Executing The Right Digital Strategy For Your Business
Presents:Executing The Right Digital Strategy
For Your Business
YesterdayDirectional Advertising Creative Advertising
TV
Radio
TodayCreative
Advertising
Social Media Sites
Banner Ads
Text Ads
Search Engines
Directional Advertising
Awareness PhaseThe “Introduction” Phase
• Your First Impression to a potential Client or Patient
• Typically done with Creative Ads where the Seller is looking for a Buyer
Consideration PhaseThe “Shop & Compare” Phase.
• Buyer has time to research and decide. • Looking for confidence factors &
convenience factors.• Weighing options of price and value.• Can attract even mix of Creative and
Directional Advertising.
Purchase PhaseThe “Ready to Buy Now” Phase
• Final Decision is made• Price, terms, length of contract agreed
upon.• Typically done with Directional
Advertising, where buyer contacts seller.
Directional
Advertising
Awareness
Consideration
Purchase
Pull
Unlikely Buyers
New Customer
DISPLAY
(REMARKETING & SOCIAL MEDIA)
RadioTV Newspaper
Likely buyers
SEARCH
Push
The Buying Funnel
• On Demand Marketing – People make a decision to visit your website because they are interested in YOUR business
• Low Cost – When compared to traditional media internet marketing yields far more leads:• Durable & Cost Effective – Traditional Media requires a minimum 6.2 frequency ratio to be
relevant. Online allows you to continually stay relevant and available to prospects• Always Available – Your website IS your “digital” office building & online marketing gives prospects access
24/7/365
Online Marketing TV Radio
Paper/ Magazine
s
Amt. Invested $10,000 $50,000 $10,000 $20,000
Leads (avg.) 700-800 500-600 200-300 300-400
Why use online marketing for your Business?
Changes in Marketing Budget trends:
Sources: Chart marketingcharts.com Data http://econsultancy.com/uk/reports/marketing-budgets
Where DoWe Focus?
Paid Section
Map Section
Organic Section
Map Section
Paid Section
Anatomy Of Search Engine Results Page (SERP)
Paid Section
Map Section
Organic Section
Map Section
Paid Section
o Google Spiders crawl the internet and find relevant websites based on keyword queries.o Algorithms created by Google help rank these sites into an order based on a number of factors (keywords on a site, metatags, IP Address, links to the site, etc.)o Algorithms are consistently switched to generate fresh results.
o There is no guarantee to achieve first page placement. SEO companies work hard to keep up with Google changes and improve average rank.
Anatomy Of SERP Cont.
Paid Section
Map Section
Organic Section
Map Section
Paid Section
(PPC, SEM)Also known as
Pay-Per-Click Advertising
Choose The keywords you want to appear under based on the content on your site.
Choose the area you want your ad to appear.
Bid Amount and Quality Score
determine placement.
Anatomy Of SERP Cont.
PPC vs. Organic Search:
PaidSearch=
25% of allsearch clicks
b
SEM directs traffic to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.
What is SEM
SEO is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
What is SEO
Your website is your digital storefront where up to 90% of your future customers will first learn about you and, your business. Strong web design is crucial to the overall success of your website and, your business.
Web Design
Social Media IMPACTS your brand! A strong consistent social media presence’s allows company's to interact with actual customers at a grass roots level. We focus not only on increasing likes or followers but more importantly improving your company’s public perception.
Social Media
• Professional Network
• Discussions • B2B
Advertising
• Influence• Brevity • Accessibility• Interaction • Versatility
• Connection• Self-Expression• Entertainment
• Discovery• Control
Google+
• Share• Discuss• Connect• Defined
Circles
Online Marketing Can Help You…Learn about current customers
If you have a website, ask your current customers how they found it. If not, ask them where they go online now. This insight can help
you focus your efforts.
Track your results Online marketing makes it easy to measure program performance; take advantage of this by closely monitoring the response to your marketing programs. Increase
your investment in the programs that work well and revise
components of programs that aren’t working as well as you would like to see how your
program improves.
Set a strategy Taking the time to think
through your plan before you begin can dramatically
improve your results. Choose one or two tactics that work within your budget, make
sense for your audience and that you can commit the time to manage effectively. Many successful online marketers
take a “test and refine” approach to get the greatest
payback.
Facts…The number of mobile-connected
devices will exceed the world population this year.
(1.4 mobile devices per capita worldwide by 2017)
“Despite lower CPC than PCs,Tablets offered 68% higher ROI than PCs
in Q2 2012.”
94% of consumers research products &
services online before buying
Google accounts for more than 66.9% of searches,worldwide
Google sending 78%of search visits (RKG data, Q4 2012)
78%
10%
10%
10 ways to use the internet to grow your
business
Online Marketing IS For Every Business
Online marketing success stories can sometimes leave a small business owner wondering if it would really work for them. What
if you don’t have a website— can you still reach customers online? What about online-only companies? Fear not. With all
the online marketing options available, one (or more) is likely to help almost any business. Here are strategies to help four particular kinds of businesses. Use them to help start or
improve your online marketing efforts.
Questions?
