Building a Results-Driven Online Marketing Strategy · Search Engine Optimization (SEO / Organic)...
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Proprietary and Confidential Building a Results-Driven Online Marketing Strategy Prepared for: March 15 th , 2011
Transcript of Building a Results-Driven Online Marketing Strategy · Search Engine Optimization (SEO / Organic)...
Proprietary and Confidential
Building a Results-Driven Online Marketing Strategy
Prepared for:
March 15th, 2011
Proprietary and Confidential
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• SERP
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Where to begin…
Qualified Leads
Web form information (minimum)
Phone calls to
800 number
Sales
Cost Per Order
Volume
Subscription
Starts
Lifetime Value
Branding / Traffic
Clicks
Pages Viewed / Time on
site
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The End.
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R es ults Driven Online Marketing F ramework
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• Tracking, Analytics & Reporting• Landing Page and Conversion Optimization• Media optimization and interaction
• What do we want more of• Who do we need to reach• What will we say
“Paid” Media “Earned” Media• SEM (PPC / Paid)• Display & Retargeting• Social Media – Display• Affiliate Marketing• Mobile Marketing• Comparison Shopping Feeds • Email Marketing – List Buying• Google TV • Etc.
• SEO (Organic / Natural)• Link Building• Content Building• Social Media – Community• Email Marketing – Customer
Upsell / Communication• Video / You Tube• Reputation Management• Etc.
Strategy
Cross Media Activities
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Identifying and E valuating Online Marketing C hannelsMarketing Channel Typical ROI Effort Cost Rank /
PrioritySearch Engine Optimization (SEO / Organic) High High Medium
Search Engine Marketing (SEM / PPC) High Medium High
Landing Page / Shopping Cart Optimization High High Medium
Email Marketing High Medium Medium
Mobile Marketing Medium Low Low
Display Advertising Medium Medium High
Social Media Low Medium Medium
Video Low High Medium
Public Relations / Reputation Management Low High Medium
Website Redesign Low High High
Google TV ?? High High
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Paid Media Resources, Approach and Tools
• Resources needed:– Overall owner
• Direct liaison with internal teams– Analyst
• Analyzes results and recommends new strategies
– Creative editor• Keyword build, titles, description
writing Technical Manager• Ensure proper tracking and reporting
• Tools needed:– Bid management platform
• Manages bidding across channels– Conversion tracking and analytics
• To determine whether efforts are producing clicks or conversions
– Ad performance testing and measuring• To ensure the best creative is in front
of searchers at all times– Reporting platform – may include back
end revenue or lead information• Closed loop to provide bidding
platform data to make better decisions
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Paid MediaBest
Practices
Strategy and persona
development
Keyword analysis and development
Creative copy and ad text
Bid Management
Reporting and Analytics
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Earned Media R es ourc es , A pproac h and T ools
• Resources needed:– Overall owner
• Direct liaison with internal teams– Site architecture expert
• Reviews site architecture provide best practices and recommendations
– Content editors• Ensure all site content existing / new is
optimized for both users and search engines
– Linking expert• Develops linking strategy
recommendations, may implement• Tools needed
– Architecture diagnostic tool or spider• Gives view of your site from search
engine perspective– Content analysis tool
• Determines whether you are content equivalent with competitors based on ranking
– Link audit tool• Determines where you have inbound
links and identifies where competitors have links
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Earned Best
Practices
Business analysis
Competitive landscape
Keyword selection
Site architecture
Content Analysis
Promotion / Linking
Analysis and
reporting
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Optimization of L anding P ages
• Once we have paid for or earned traffic, send users to a page specific to the channel –deliver on the marketing promise
• Imagine being able to test product, pricing, positioning and packaging in real time
• This can be done with online and offline channels
• Remember – even though its digital, – WE ARE STILL MARKETING!
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• Pre-Click to Post-Click
Conversions
Off-Line
Earned Media
Paid Media
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T wo approac hes to s tarting
• Conservative– Small budget assigned to
each channel– Test fewer channels over
shorter time– Pros:
• Smaller investment in time and resources
• Lower cost (overall)• May be more profitable
– Cons:• Less learning about what
works• Smaller sample size
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• Aggressive – Aggressive initial launch– Reallocate under performing
media (flexibility)– Pros:
• Learn more sooner • Exit a test with more data
about what works• Gain credibility and
visibility with Search Engines faster
– Cons:• Effort is front loaded • Higher Cost initially• May be less profitable in
short term
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How do I know its working?
• More data than you can imagine
• Very powerful but can get buried
• Best Practice:– Define the 5 most
important things to you– Track them consistently– Optimize to them– Test, Measure, Test,
Measure– Reallocate as needed
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S ummary / Next S teps
• Define success first• Identify the online channels that make sense• Start with best practices
– Begin aggressive then peel back for best learning• Report on and optimize to conversions• Test, measure, then Iterate
Thank you for your time
Steve LevittSVP, Business [email protected]
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appendix
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S ome ques tions to help define your end goals …
• What action do we want people to take?• Who is our client/customer/prospect?• What do we want to say to them?• Where do we find the them online?• What am I willing to pay for a conversion/sale?• What metrics exist within our company to determine success?• What resources do I have for this (Internal and External)?• How do I define success in each channel?• What tracking or analytics is available today?• Where should we invest first?
• Who is going to do all this?
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