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Building a WinningInternet Marketing Strategy
Mid America Horticultural Trade Show 2013
Agenda
• Setting the Foundation – Web Usability
• Search Engine Marketing
– Organic Search Engine Optimization
– Google AdWords (pay-per-click marketing)
• Measuring and Improving Results
• Questions & Answers
Top Floor Technologies
• Website Design & Development
• Search Engine Marketing
• Web Analytics & Conversion Improvement
• Social Media Marketing
Maximizing Online Marketing Resultsfor Hundreds of Businesses Since 1999
Getting the MostFrom Today’s Session
Write down 2-3 learning points that you will begin putting into
action within the next two weeks. Then – follow through.
1. Setting the Foundation A Quick Review of Usability
Progression of Website Needs
• 10-15 years ago …
“Quick, we need a Web site!”
• 4-8 years ago …
“Okay, now that we have a Web site, how do we get people to find it?”
• Today …
“Now that people are on our Web site, how do we engage them and get them to do what we want them to do?”
The Impact of InternetTechnologies on Marketing
YourWebsite
Your Website is at the Core
Print Advertising
Shows & Events
Public Relations (online & offline)
Search Engine Marketing
Directories
Direct Sales
Direct Marketing (online & offline)
Promotions and Campaigns
Setting Goals – start at the top
Drive more qualified
users to your Website
Two things you can do to improve the results of your Website
Convert a higher % of users into
opportunities
21
Website Success Formula
Website visits
Conversion % = Results
(leads, sales)
*Source: Don’t Make Me Think: A Common Sense Guide to Web Usability by Steve Krug
Definition of Usability
Usability • making sure that something works well: that a person of average (or even below average) ability and experience can use the thing – whether it’s a web site, a fighter jet, or a revolving door – for its intended purpose without getting hopelessly frustrated.*
Web visitors who report great user experience are:
• Twice as likely to return to the site.
• Four times as likely to report enhanced brand opinion.
• Four times as likely to make a future purchase.
* Source: iPerceptions
Who are you building your Website for?
Hint … it’s not you.
Who are you building your site for?
• Your CEO?
A FLASH Intro …
Excellent!
Who are you building your site for?
• Your SalesDepartment? Everyone who
visits our Website must register and provide all of their contact information.
Who are you building your site for?
• Your I.T. Department?
Why would we want any images on
our Website?
Who are you building your site for?
• Your Target Users
'To Start Press Any
Key'. Where's the ANY key?”
Define User Personas
• Who are your target customers?
• What industries are they in?
• What roles do they play?
• How does your product/service help them?
• What questions do they ask when considering your product/service?
• What can they do on your Website?
What Do Website UsersWant – the basics?
• An immediate validation that they are on the right Website.
• Quickly recognizable links that are relevant to them.
• A feeling that with each click they are on a path to the answers they need.
What Frustrates Users
• Anything that slows their progress online:
– Intro pages
– Ambiguous navigation
– Unnecessarily long copy
– Unnecessarily long online forms
• Each time you make a user think too much, you increase the risk that they will leave your site.
• Google search traffic up 57%
• Site bounce rate down 22%
• Conversions up 255%
Within four months following launch of new Website:
Before
After
Before
After
Before
responsive design for mobile
Source: Good Site, Bad Site: Evolving Web Design
Lee Gomes
Wall Street Journal
How do well-designed sites happen?
The really good websites are designed by groups that ask and answer three questions:• Who are your target users?• What are their goals?• How are you going to help them achieve those goals?
2. Search Engine Marketing
Driving Traffic & Improving Results
When you search for something online, where do you start?
When your prospects & customers search for vendors online,where do you thinkthey start?
U.S. Share of Searches – June 2012
Source: ComScore
Google67%
Yahoo13%
Microsoft16%
Ask3%
AOL2%
Being found on
Organic Search Engine Optimization
industrial ovens
Search Engine Optimization (SEO)
Over 80% of activity on the first results page (top 10 results)
Keys to success: Keyword
analysis Content
development Linking
strategy Monitoring &
updating
Google Keyword
Tool
Keyword Analysis Basics
• Consider how your target customers would search for your products and services (ask others for input).
• Use specific, multiple-word keyword phrases.
• Review competitors’ Web sites.
• Use keyword analysis tools.
Title
Hyperlink Text
Content
Alt Text
Keyword Density/Prominence
Headers
Basic On-Page Ranking Factors
Offsite Linking Strategy
• Search engines use link popularity (inbound links) as a factor in determining the ranking of a website.
• Consider business partners, trade associations, manufacturers, etc.
• Websites for publications you advertise in or trade shows you participate in, etc.
Building a Linking Strategy
• Publish press releases and articles
• Run a backward link search on your competitors to learn which sites are linking to them.
Leverage Google Places
Google AdWordspay-per-click marketing
Pay-Per-Click (PPC)
Instant Results
Pay only for Website visits
Keys to success: Keyword
analysis (including negative terms)
Bid management
Quality Score Monitoring &
updating
PPC Benefits
• Drive instant, qualified traffic
• Pay only for clicks – not for impressions
• Target specific keywords to reach the right audience
• Ability to display ads regionally
• Control when ads are displayed
3. Measuring ResultsGoogle Analytics
Google Analytics
Year Over Year % Change
Contact Us + 20.00%
Quick Question + 33.33%
RFQ + 21.88%
Top Total Completed Goals
Contact Us Quick Question RFQ0
5
10
15
20
25
30
35
40
45Current
Previous
A Closing Recap
• Successful online marketing revolves around having a great message and connecting with people at the moment of relevance.
• The easier to use your Website is for your target audience, the more effective it will be.
• Search engine marketing is critical to driving qualified traffic and conversions.
• Use analytics data to validate results and identify ways to improve.
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