Transcript SEBUTAPE - LevelTen Dallas, TX

Synergy Online Marketing
Search, Buzz & Beyond
Innovative Marketing Strategies
for Online Dominance
How do we get there?
Marketing Orchard: Pick the Lowest Hanging Fruit
The Fall of Traditional Advertising
What is Your
BRAND?
Your brand is how customers
perceive you
What is Your
Web Presence?
You Web Presence Is?
Your website
Every web page that links to you including
search engine listings
Every page that mentions you
Every page that mentions your competition
SOM Pyramid
Recommended
Champions
Preferred
Loyalty & Goodwill
Finding
SEM
Awareness
Buzz & Advertising
What is Search
Engine
Marketing?
Online Marketing = SEM ?
Search engines are the most effective direct response
marketing mechanism ever devised in the history of
business.
Why we love them:
Volume & reach
Highly targeted to offering (the long tail)
Automatic perfect timing (late in buying cycle)
Automatic repetition
Two Sides of Search Results
Sponsored vs. Organic
Sponsored Search
Organic Search
Cost Per Click
Depends on bid. Bids start as low as $.01 to
$.10 depending on engine. Most clicks
are $.50 to $2.00 however bids in the
$8.00 to $12.00 range are common for
more competitive terms.
Free
Cost for
placement
Low – Each targeted keyword phrase has to
be entered, a bid set and an ad written.
High – Web pages have to be written and
optimized for each targeted phrase and
optimized in-bound link to the pages need
to be acquired.
Time till
placement
Immediate
2 to 6 months for existing sites, 6 to 9 months
for new sites or sites with low link
popularity.
Control
High – you can control the copy on your ads,
how high you rank (by changing bids) and
what page you want the customer to land
on.
Low – You have some control of the copy of
your listing however you can control little
else.
Ongoing Risk
Click Fraud, Bid Competition
Algorithm Changes, Optimization Competition
And the Winner Is… Organic Search
Primary advantages of organic search
Clicked more often
Perceived as more authoritative (usually)
Better long-term ROI (usually)
Stronger ordering dominance
Achieving a high organic placement for valuable keywords is a decisive
competitive advantage that can provide years of very cheap highquality traffic to your site.
Compliment with Sponsored Search
Strategic Implementation of Sponsored Search
ROI
Listing Saturation
Keyword Research
How do we achieve top organic
placement?
The organic side of search does not exist to send websites free
business; it is there solely for the benefit of the searcher.
The search engine’s interest is ranking websites by the most
valuable, unique and exciting content that is most relevant to the
user’s search.
If your website is the most valuable, unique, exciting and relevant
then you will be the one at the top.
Search Engines are the Ultimate Networker
Short Cuts vs. Big Picture
Black Hat vs. White Hat
Black Hat usually works for a while but will likely
be caught at some time.
Golden Rule: For long term success, align your
site with the interests of the search engines.
Magic Formula of Organic Search
Good Content
+ Good Architecture
+ Good Backlinks
+ Sticky Site
= Results
Protective Barrier to Entry
Your organic placement is based on all the optimization done on your
site throughout its history.
Bad News: You have to play catch up
Good News: So does everybody after you
Need to get started now.
Don’t develop SEM tunnel vision
Search directories
Shopping comparison
sites
News sites
Article databases
Product review sites
Syndicated press
releases
Social media (MySpace,
FaceBook)
Blogs, forums and user
groups
Social bookmarking
(del.ico.us, Digg, Redit)
Video
Banner ads
Affiliate programs
What Makes a
Great Website?
Attributes of an effective website
Web 1.0
Visual
Copy
Usability
Web 2.0
Interactivity
Build loyalty & goodwill
Do not make your website all about you. Give the customer
things they value.
Edu-Marketing
Widgets & Tools
Cause Marketing
Giveaways
Extranets
Communities
Give and you will receive!
Q: How can you drive the most amount of traffic
in the shortest time?
A: Invent the next virtual pet rock.
Viral marketing: Create something so cool they tell 200 friends, who tell
200 friends, and so on and so on…
If you are going to infect people with your brand, you have to be
contagious.
Web 1.0 vs. Web 2.0
One way vs. two way communication
Gets people interacting with your brand
Provides social media hooks to encourage
people talking about you on other sites
Best way to get people talking about you is to be
social yourself
Always be Converting
The ABCs of online sales.
Make it easy for the visitor to buy
Create intermediate buy-in points
Use call-to-actions to encourage buy-in
actions
Leverage your existing customers
It is less expensive to sell to an existing
customer than a new one
Build your database: Depth & Breadth
Act on your database: Retention
Programs
Are we there yet?
Recommended
Champions
Preferred
Loyalty & Goodwill
Finding
SEM
Awareness
Buzz & Advertising
The missing piece: Champions
Customers want confirmation from authorities and
peers
Seize every opportunity to get recommendations
Manage your reputation
SOM Architecture
Online Corporate Communications
Online Advertising
& PR
Performance
Based Ads
(PPC Search)
Word-of-Mouse
Content
Networking
User Centric Listings
(Organic Search)
Awareness
Referals
Offline
Communications
Website
Traditional
Off-Line
Marketing
Landing Pages
Brochureware
Goodwill Builders
Buzz Generators
Conversion Mechanisms / Buzz Enablers
Contact Management System
Traditional
Sales
Customer Service
Peer
Recomendations
Authority
Recommendation
s
Touch Pieces
Retention
Programs
User Requests
Trusted Advisor
Requests
Reputation
Management
Measure
Web allows for much more enhanced measurements and
data gathering than traditional marketing.
Steps
Setup site analytics
Score conversion events
Track all marketing campaigns online and off
Create customer feedback loops
Kaizen your Web Presence
Continual Improvement: Successful web development and online
marketing is an iterative process.
The key to greatness is to experiment often and learn from your
successes and failures.
Budgeting for Online
$1000 to $100,000+ per month
Rule of Thumb
• ~3% of company revenue
• 50% of total marketing budget
Progressive Budgeting
The amount that will make you the most money.
1.
2.
3.
4.
Create measures
Set an initial budget
Evaluate after six months
Periodically adjust your budget to maintain a
25% to 100% ROI
Foundational SEM Tactics
P1.1 (Level 1, Cycle 1) – 3 Months
Foundational SEO
Site Elements
– Code
– Link structures
– Copy
Keyword
Analysis
– Keyword DB
– PPC Analysis
PPC Setup
• Keyword
Exploration
• Engine
Diversification
• Add Writing
Site 2 Site Links
• Directories
• Site Listings
• Syndicated PR
– A/B Testing
Inbound Links
Conversion Enhancements
Metrics Setup
Foundational SEM Model
PPC
Search
Organic
Search
Backlinks
Website
Landing Pages
Brochure
ware
Conversion
Name Recognition
Customer Loyalty
Recommendations
Results (Months 1-4)
$4,500
$4,000
$3,500
$3,000
Profit
Cost
Goal
$2,500
$2,000
$1,500
$1,000
$500
$0
1
2
3
4
SEM Expansion Tactics
P1.2 to P2.0 – 3 to 9 Months
SEO Expansion
Content Development
– Goodwill content
– Expanded brochure
Basic PR
• Press Releases
• Newsletters
• Article Syndication
• Blogging
PPC Expansion
Conversion Enhancements
Metrics Analysis and Refinement
SEM Expansion Model
Organic
Search
PPC
Search
Backlinks
Website
Landing Pages
Brochure
ware
Conversion Mechanisms
Conversion
Name Recognition
Customer Loyalty
Goodwill
Builders
Recommendations
Results (Yr1)
$12,000
$10,000
$8,000
Profit
Cost
Goal
$6,000
$4,000
$2,000
$0
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Optimized Buzz Tactics
(Phase 2 & 3)
SEO Expansion
Buzz PR
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Goodwill Content
User Generated Content
PPC + Media
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Paid Banners
Affiliate Marketing
Sponsorships
Touch Programs
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Retention Programs
User Requests
Trusted Advisor Requests
•
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Community Site
– Blogs & Forums
Social Marketing
Edu-Marketing
Giveaways/Sweepstakes
Loyalty Programs
Advergamming
Tools & Widgets
Viral Videos
Syndication / RSS
Cause Marketing
Extranets
Online Influencer Campaigns
Word of Mouse Campaigns
Reputation Management
Optimized Buzz Model
Organic
Search
Online
Advertising
Back Links
Website
Landing Pages
Traditional
Advertising
Brochure
ware
Goodwill
Builders
Buzz
Generators
Conversion Mechanisms / Buzz Enablers
Conversion
Name Recognition
Customer Loyalty
Recommendations
User
DB
Sales
Retention
Programs
Word of Mouse
Recommendations
Viral
Touches
Negative
PR
Results (Yrs.1-2)
$35,000
$30,000
$25,000
Profit
Cost
Goal
$20,000
$15,000
$10,000
$5,000
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3
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$0
Synergy Model
Online
Advertising
Back Links
Organic
Search
Landing Pages
Traditional
Advertising
Brochure
ware
Goodwill
Buzz
Builders Generators
Conversion Mechanisms / Buzz Enablers
Sales
Retention
Programs
User
DB
Conversion
Name Recognition
Customer Loyalty
Word of Mouse
Recommendations
Recommendations
Viral
Touches
Negative
PR
Results (Yrs.1-3)
$80,000
$70,000
$60,000
$50,000
Profit
Cost
Goal
$40,000
$30,000
$20,000
$10,000
$0
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Secret to Making It Online
Transform your website into a buzz generating,
loyalty building selling machine
Feed the machine everyway possible
How do I get there?
Attend future lectures in our series:
- SOM Architecture: Essential Elements
- Create your own SOM plan
Visit our site
www.leveltendesign.com
Contact me
[email protected]