Website Marketing Strategy

A D R I A N R . C A R R I Ó N

DEVELOPING A WEBSITE MARKETING STRATEGY:

FROM THE ENTREPRENEURS’ GUIDE SERIES

S p r i n g 2 0 1 2

DEVELOP A PLAN FIRST

Define Goals

KPIs

Web Analytics Metrics

Quantitative Metrics

Qualitative Metrics

Analyze

Take Action

Adjust

• Marketing Goals • Key Performance

Indicators • Use online tools to

measure* •  Use data to drive other

quantitative and qualitative studies

• Analyze Data •  Implement Tactics •  Steer the conversation

Adrian Carrion SP12 RBS 2

•  What are you selling, a product or a service? •  How do you carry out your sales, online or in person?

•  Where do your prospects go online? •  Do they read news, watch videos, tweet, play games?

•  What are the complimentary goods or services? •  Where are the opportunities for collaborative marketing?

•  Who is the competition? •  How do you perceive their marketing strategy?

•  What are the substitutes? •  How are the substitutes marketed?

•  How is your offering different? •  What is your competitive edge?

•  Is your innovation radical or incremental? •  Have you created a new niche market?

•  How big is this market? •  How much do your prospective customers spend today?

TO DEFINE GOALS YOU NEED TO DO YOUR RESEARCH STEP 1


MORE NECESSARY RESEARCH

•  Analyze top competitive websites / web applications

•  Discover their target keywords (density analysis, meta tags, etc.)

•  Explore SEO data (Page Rank, incoming links, web directories, etc.)

•  Reveal their online marketing tactics (PPC, SEO, advertising sources)

•  Evaluate competition per each keyword

•  Explore statistics: monthly traffic estimation, demographics, and more

•  Identify relevant keyword (combinations, synonyms, plurals)

•  Estimate the monthly traffic per each keyword

•  Cost per Traffic Estimation

•  Estimate cost per traffic (CPC, CPM, submission/distribution fees, service fees, etc...)


DEFINE YOUR MARKETING GOALS

1.  Improve Number of Leads •  bottom line is lead generation and improving ROI.

2.  Improve the Quality of Online Leads •  better leads can mean quicker and potentially more sales.

3.  Improve the Overall Online Experience •  keep your users' needs first and foremost to help build lifetime value

and relationship. Improving the online experience will help improve repeat visits and help generate top of mind awareness.

4.  Improve the Engagement Rate •  engaging the user with proper use of conversion triggers and calls to

action can help increase the number of leads that are generated.

5.  Move Prospects Through the Buying Process/Funnel •  A key goal for B2B marketers should be to help solve the needs of their

prospects by providing them with all of the information they need to make a purchase decision as they work through the buying funnel.

10 Examples from MarketingJive.com


DEFINE YOUR GOALS CONTINUED…

6.  Increase the Number of Qualified Visitors to your sites •  increasing the number of qualified visitors to your site means a

greater chance for obtaining more qualified leads.

7.  Reduce Cost of Leads •  an effective online strategy can help reduce the cost of each lead

that is generated.

8.  Increase Online Inquiries •  one of the more important conversions that B2B marketers should

focus on is to increase online inquiries that have the potential to become qualified leads. Depending on the phase of the buying funnel the user is at, you can use your online marketing strategy to intercept the prospect and increase the number of email requests or phone calls for additional information inquiries that the user may have.

9.  Promote Offline Sales •  use online to drive offline business. The majority of actual B2B

transactions will take place offline.

10.  Deliver Customer Service and Value to Your Target Market(s) Adrian Carrion SP12 RBS 6

DECLARE YOUR KPI’S (KEY PERFORMANCE INDICATORS)

1.  Basic Web Traffic and Conversion •  The de-facto metric for measuring brand awareness and

brand reach

2.  Lead and Campaign Activity •  Track your leads and campaigns each month, and visually

represent how the total number of new leads, and the breakdown by type, is changing over time

3.  The Marketing Funnel •  Throughput: Inquiries (raw leads); MQL (marketing qualified

leads); SQL (sales qualified leads); Leads Qualified to Opportunity Pipeline

4.  Marketing Contribution to Revenue •  The two KPIs that can be tracked here are % of

revenue sourced by marketing and % of revenue influenced by marketing (Program effectiveness).

STEP 2 5 Examples

7

DECLARE YOUR KPI’S (KEY PERFORMANCE INDICATORS) STEP 2

…CONTINUED

5.  Product/Service Usage •  Online, marketers

can track actual customer usage behavior - without surveys, focus groups, or help desk calls


ANALYZE AND IMPLEMENT

•  Recap! So far we have: •  Conducted Research •  Defined Goals •  And Identified our Key Performance Indicators

•  Now we need to measure, analyze and implement tactics to fulfill our strategy.

•  For this we need Web Analytics

•  What is Web Analytics? 1.  The analysis of qualitative and quantitative

data from your website and the competition 2.  To drive a continual improvement of the online

experience of your customers and prospects 3.  Which translates into your desired outcomes (online and

offline)

STEPS 3 & 4


11 BEST WEB ANALYTICS TOOLS INC 500

Tool Price Category

Facebook Insights Free Social Analytics

Twitalyzer Free Social Analytics

Google Analytics Free Clickstream Analysis Tools

Yahoo Analytics Free Clickstream Analysis Tools

Crazy Egg $9-$99/month Clickstream Analysis Tools

Compete Prices Vary Competitive Intelligence Tools

Google Website Optimizer Free Experimentation and Testing Tools

Optimizely $19-$399/month Experimentation and Testing Tools

Kissinsights from Kiss Metrics Free-$29/month Voice of Customer Tools

4Q by iPerceptions Free Voice of Customer Tools

ClickTale Free to $990 Voice of Customer Tools

Break out your tool box and start measuring!

10

USE YOUR BEST MARKETING TACTICS

•  Now that you know who your audience is, and you have revealed their segments, take action!

•  Here’s a list from toprankblog.com of today’s top marketing tactics

•  Search Engine Optimization •  Social Network Participation •  Blogging •  Email Marketing •  Content Marketing •  Pay per click •  Video Marketing •  Micro-blogging (Tweeting) •  Social Media Advertising •  Create/post interactive demos

(flash animation, etc) •  Corporate Website – internal newsletter

Step 5


ADJUST TO THE CHANGING MARKET

•  A Marketing Strategy needs to be flexible

•  Since, your product/service can become popular with various segments of the market over time

•  Your message will have to change over time •  These changes are often unpredictable

•  Therefore, a Marketing Strategy needs to be steered like a moving vehicle

•  Continue to monitor your analytics, implement new tactics (as they develop), and engage your current audience.

•  Do this as periodic as you notice changes to your audience.

Step 6


WORKS CITED

•  http://www.websitemarketingplan.com/marketing_management/MarketingPlanningArticle.htm/

•  http://www.keyscouts.com/Online%20Marketing%20Plan%20-%20Bar-Ilan%20University.pdf

•  http://www.webmarketcentral.com/how_to_write_a_web_marketing_plan.htm

•  http://www.marketing-jive.com/2007/06/online-marketing-goals-top-10-online.html

•  http://www.inc.com/guides/12/2010/11-best-web-analytics-tools_pagen_3.html

•  http://www.toprankblog.com/2010/07/seo-tops-digital-marketing-2011/

•  http://www.digitalmarketingstrategy.com/


Website Marketing Strategy

Documents

Transcript of Website Marketing Strategy