Turning random onl ine t rave lersinto loya l customers

Aaron OvertonCEO, Heathers tone

Building anOnline Marketing Strategy

Revenue comes from visitors that meet your goals.

1000 visitors x 1% conversion x $500 per conversion = $5000

Generating Revenue

Traffic Conversion Rate

Value of Conversion Revenue

A visitor “converts” when he does the thing you want him to do.

What do you want your visitors to do?

ExamplesBuy somethingRead an article

Sign up for a newsletterContact you for an appointment

Conversion Goals

When a visitor meets a goal, it has a value.Knowing the value is key to measuring your results.

What is it worth to convert a visitor?

ExamplesBecomes advertiser for a year: $4000

Donates to my charitable organization: $250Calls for appointment: $180

Conversion Valuation

Use the worksheet to define goalsIdentify your conversion goals.

Determine the value.Describe the audience.

Extra CreditWrite task list to make conversion better (or even

possible!)

Your Turn

Nothing is more important than having the right keywords.

What words lead traffic to you?

Keyword EvaluationRelevancePopularity

Competition

Keywords

Google AdWords Example

Brainstorm keywordsWork with a partner and write down as many as you

can.Rate them for relevance on a scale of 1 to 4.

Be specific!

Extra CreditAdd two hours to your calendar to evaluate your list.

Your Turn

Visitors come to your site through search and advertising.

How will you get visitors to your site?

ExamplesEmail campaigns

Direct mailAdvertising

Search engine optimizationSocial networking

Building Traffic

An inexpensive, highly targeted tool to drive traffic and measure results.

How do you leverage your other networking?

Use a Good ToolExamples: Constant Contact, Heatherstone’s Campaign Monitor

Avoid spam filtersAbide by opt-in standards

Offer unsubscribe and use suppression listsTie directly to website for better results and tracking

Email newsletters

Pay per click advertising brings traffic by buying ads.Your ads appear on search engine portals, email portals, and other sites.

You only pay when someone clicks on your ad.

$500 of advertising ÷ $2 price per click = 250 visitors

Pay Per Click Advertising

Advertising Investment

Price per Click Visitors

Relevancy is the key to being found via search.There are other ways to make your site found even easier.

How will visitors find your site via search?

ExamplesBe relevant

Add new content regularlyConnect to and from related sites

Use a search engine friendly content management tool

Search Engine Optimization

Keeping up with social networks can be time consuming.

It can drive more traffic.

How will you conduct outreach?

Networking SuccessWide reach: Facebook, LinkedIn, Twitter, and more

If possible, add it to someone’s regularly dutiesPresent as an organization

Be prepared to work

Social Networking

Define Your StrategyUse the worksheet to define your strategy.Fill in what you could do in all areas first.

Narrow it down to those you will actually do.

Extra CreditPick one more thing than you did already and do it.

Your Turn

Traffic, conversion, revenue. Check.

How will you get this stuff to happen?

Your PlanGet a site, any site, up and running

Begin measuringNo visitors? Buy ads. You need a conversion rate.

Get conversion rate upKeep advertising so you continue to make money

Optimize for search enginesMeasure, revise, test, repeat

Getting it Done

It seems hard. I need help.

What if you are already too busy, but need this done?

Our Call to Action

More stuff we might not get to in the time we have.

Appendix

Content is king.

How do you keep your site up to date?

Key FeaturesSeparates content from design

Requires no extra softwareDescriptive URLs

Notifies search engines of changesAutomatic RSS feeds

Consider: Dreamweaver, Contribute, WordPress, Joomla, Drupal

Content Management

You know your goal. Does your visitor?You need clear calls to action.

Form follows function.

How will you achieve conversion?

ExamplesInclude prominent calls to action

Provide at least two calls to action so visitors have alternativesUsing landing pages with your advertisements

Achieving Conversion

Ad copy: Make your next home green.

Which will convert a visitor more often?

Landing Pages

A few basic guidelines will dramatically increase your success rate.It will also decrease your costs.

How do your visitors get to the call to action?

Google Ads 101Keywords. Repeat them. Keywords.

Keywords as the titleBenefit, then feature

Landing page, not home page

Effective PPC Advertisements

Your first ads will probably produce only lackluster results.Testing will improve them.

How do you know what ads will produce results?

Making Ads BetterBuild two ad campaigns

Fund both and monitor resultsDelete the one with less performance and replace

Repeat until you have the best ad you can get

Improving Ads

There’s more than one way to skin a cat. Eww.

How do you optimize a site for search engines?

ExamplesKnow your keywords and focus on the bestInclude 200-800 words of relevant content

Use your metatags: title, descriptionNote: keywords metatag is no longer of value!Examine your site in SEO browser and adjust

Acquire incoming links from other relevant sites

Components of SEO