DESIGN MARKETING TECHNOLOGY

Search and MobileDigital Marketing

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BEM Facts

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The Company We Keep

The Evolution of Marketing Channels

Courtesy of Exact Target

“Building the web site is not the first step, nor the last, to a

successful web strategy”

“A website without marketing is like a billboard on the

internet highway – facing the trees.”

Which is more important…Google, Bing or

yahoo ??

What are these terms SEO and PPC?

Can you really control the position your site

gets in the major search engines?

I’m a local company. Can the search

engines really do anything for me?

I’m a small company. How can I compete with the Big

Boys at the top of the search results?

What key phrases do I want our site to come up

under in the Search Engines?

Now that we finally have good position on the

Search Engines, will it stay that way forever?

PPC sounds expensive. How can I control the budget?

How can I measure my success?

Why Are We Here??!!

We’ll answer all this and more

Let’s get started !

Pillars of Success

Elements of Digital Marketing

Search Marketing – “Sugar Free Gifts”

PPC

SEO

Google SEO Regional Example

PPC

SEO

Search Marketing – “HVAC Winston Salem”

SEO vs PPC

SEO & PPC can both get you in the TOP 10 of the major search engines

The real estate they take up on the search results screens is different

The strategy, thought process and steps you take to implement PPC versus SEO are very different

SEO

• The process of making your web site “search engine friendly” and “popular” by optimizing site content, structure and link tactics.

• Advantage

– Long “shelf-life”

– No recurring advertising fees

– Better screen placement

– Better conversions

• Disadvantage

– No guaranteed position

– Takes significant time to get results & monitor

– Requires a lot of energy for highly competitive markets

PPC

• The process of bidding on target key phrases for ranking in major search engines.

• Advantage

– Immediate results

– Highly effective

– Guaranteed placement

– Effective for sites not designed SEO Friendly

– Great for seasonality or time specific campaigns

• Disadvantage

– Recurring advertising expenses

– Complex to manage

– “they’re just paying for it” perception = lower clicks

Which Engines to Target?

• The major Search Engines for SEO/PPC engines are:

70%+/-

20%+/-

Key Phrase Analysis

• It’s the MOST important part. Use internal and external resources.

• Key phrase: one or more words grouped together in a search

• Most searches are done with 3 or more words (example: instead of “games”, people would search for “family games” or “board games for children”

• Key phrases that are too broad will cost $$$$ in advertising spend and often don’t convert well

• Key phrases that are more specific are more budget friendly and convert better

A word about “Long Tail Keywords”

• Uses more words in the phrase– “Board games” vs. “Board games for family night”

or “board games for young children”

• Generally less competitive and may deliver better results and take less time for SEO.

• In PPC campaigns, long tail will typically be less expensive

Brands

Services/ProductsCompany Name

Uses / activities

(Are you Game, LLC) (Board Games)

(Monopoly, Risk, Scrabble) (Family game night, travel games)

Whatch speeling

Different versions of words(plurals, gender variations,

regional variations, abbreviations)

Consideration for Key Phrases

Now that we have are target key phrases….

What are we going to do with them?

Search Engine Optimization“SEO” 101

Domain Name

Page Names

Fresh Content

Strategic Placement of Key Phrases

Page Titles

Tag structure

HeadingsBack links

Popularity

$$$$$

On Page Factors Off Page Factors

What Impacts SEO?

Social Marketing Footprint

Domain nameExample: www.shorescleaners.com/bridal-gowns.html

Page name

Header

Page Title

Overall Content

On Page Factors

You won’t obtain top position on all your target key phrases across all the engines.

If you do, visit www.BEMinteractive.com and select the employment link or CALL ME personally.

You will see gradual increase in ranking across several of your keywords and several of the engines.

What To Expect

Paid Per Click“PPC” 101

(aka Google Ad Words)

Most Popular PPC Engines

Bidding Logic

• Each engine uses different logic to determine which ads get the highest listing.

• Google uses a combination of:– Bid amount– Ad popularity (clicks)– Ad qualityNOTE: (so in Google, if your ad is getting a lot of click thru,

you can actually be positioned before a competitor that has a higher bid amount.)

• Using a PPC strategy, you will bid for the listing position you want.

• Target for 2nd position (but definitely stay in the top 3) by finding the going rate for bids.

• You can have a different bid for each phrase

• Decide on your monthly budget. Then divide among the engines you will target. Some PPC engines work with a DAILY budget, others work with a MONTHLY budget

Budgeting

In PPC you have complete control of what your ads say.

Sample Google PPC Listings

TIP: Make sure your ad has the same meaning if it is in 1 line or 2.

Corporate softwareUpgrading your software? Don’tAsk for help from our team. www.softwareupgrades.com

Corporate softwareUpgrading your software? Don’t Ask for help from our team.www.softwareupgrades.com

About your Listings

• Craft your titles, descriptions and ads carefully

• Ad title should have the target key phrase in it

• Use suggestions by each engine

• Ad should “self-qualify” visitors….remember, it’s PPC. Go for quality traffic, not quantity!

• Run different campaigns (use A/B testing techniques)

• Use landing pages very specific to the key phrase

Reporting and Results

• Monitor the following for each campaign / phrase

– # of impressions: # times ad displayed– Click thru rate: # times displayed vs # times clicked– Conversion rate: # times visitors converted– Return on ad spend: $ sales / $ advertising cost

• Monitor daily, track weekly or monthly (spreadsheet)

• Use all the tools in Google Analytics to monitor your campaigns

…and a word about mobile marketing

Mobile Marketing M

obile

Mar

ketin

g

…and a word about mobile marketing

A few Words About Mobile

• Mobile Marketing is Coming - FAST– Smart phones users are growing and mobile

web access is climbing.– Mobile site traffic and sales rose during the

2011 holiday season, Coremetrics Benchmark data shows from 6% to 9% of traffic.

A few Words About Mobile

2011 was the year Marketers experimented with Mobile

A few Words About Mobile

2012 Things Need to Get Organized

Web Goes Mobile

Web Goes Mobile

Detect Mobile Users

• Automatic detection: – Add a “browser sniffer” to your web site– If user is NOT mobile, deliver regular content– If detect user is Mobile, deliver mobile

content– Expect about 85% accuracy in detection– What exactly is considered “mobile” (Beware

the iPad!)• Manual delivery:

– Add navigation (top left) to allow user to go to mobile version of your site or “view full site.”

– Good “fail proof” option

A few Words About Mobile

2012 Things Need to Get Organized

• This means Strategy must precede technology

• Don’t be a new, shiny technology in search of a reason to live!

So…• If 2011 was the year marketers tested mobile,

2012 will be the year businesses take a serious look at what they — and their competitors — have learned and make steps toward creating cohesive mobile strategies.

Final Thoughts on Mobile…

 People. Asking yourself who your target audience is and how they use their mobile phones will provide necessary clarity for the rest of the process.

Objectives. Start with your overall marketing objective: What do you want to accomplish with this marketing program? Are you conducting customer acquisition campaigns or brand awareness? Do you want to increase sales? Once you have established your overall objective, ask yourself how mobile can support your larger goals.

Strategy. Once you define your goal, you have to create a plan for how to accomplish it. This plan is your strategy. Types of questions you want to answer here are: What is my budget? What resources exist today? What resources will I need to execute this new vision?

Technology. Technology decisions are made last, not first, so you have all the inputs to make an informed decision. (source: Forrester Research, Inc., 400

Technology Square, Cambridge, MA 02139 USA)

DESIGN MARKETING TECHNOLOGY

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