Building an online marketing strategy
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Transcript of Building an online marketing strategy
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