Building Your Brand DigitallyLaunching an integrated and effective marketing campaign

Dial In: (516) 453-0014Access Code: 630-855-150

@Webmarketing123

#wm123

#wm123

Presentation Agenda

1 2011 Search Marketing LandscapeDetermining your budget for search marketing

2 Search Marketing and the Complex SaleHow search marketing adds value at each step of sales cycle

3 Strategies for User AcquisitionYouTube, Facebook, Remarketing, and more

4 Key TakeawaysBringing it all together: SEO, PPC, and Social Media

#wm123

Presentation Agenda

1 2011 Search Marketing LandscapeDetermining your budget for search marketing

2 Search Marketing and the Complex SaleHow search marketing adds value at each step of sales cycle

3 Strategies for User AcquisitionYouTube, Facebook, Remarketing, and more

4 Key TakeawaysBringing it all together: SEO, PPC, and Social Media

#wm123

Budgets for digital marketing initiatives are increasing both in absolute total, as well as their proportion of entire marketing budgets

1 The Digital Marketing Mix

Source: American Marketing Association, Forrester Research’s US

Interactive Marketing Forecast 2009-2014; Cambridge, Mass

#wm123

Specifically for online ad spend, budgets are increasing about 10% per year

1 US Online Ad Spend (Billions)

Source: eMarketer, Nov 2010

#wm123

Presentation Agenda

1 2011 Search Marketing LandscapeDetermining your budget for search marketing

2 Search Marketing and the Complex SaleHow search marketing adds value at each step of sales cycle

3 Strategies for User AcquisitionYouTube, Facebook, Remarketing, and more

4 Key TakeawaysBringing it all together: SEO, PPC, and Social Media

#wm123

Problem Recognition

Information Search

Evaluation of Alternatives

Purchase Decisions

Purchase

Search marketing aims to broaden and shorten the sales funnel

2 Search Marketing and the Complex Sale

Introducers

Influencers

Closers

A

B

C

- SEO: Broad/generic keyword searches

- Display advertising

- Email marketing

- Social media

- Brand names

- Remarketing

- Search advertising

- Search marketing

- Model numbers

- Branded terms

#wm123

Presentation Agenda

1 2011 Search Marketing LandscapeDetermining your budget for search marketing

2 Search Marketing and the Complex SaleHow search marketing adds value at each step of sales cycle

3 User Acquisition StrategiesYouTube, Facebook, Remarketing, and more

4 Key TakeawaysBringing it all together: SEO, PPC, and Social Media

#wm123

Business People Are Watching More Video

Google Confidential and Proprietary

of business people say

they are watching more

online video today than

they were a year ago

83%

Source: Google and Forbes Insights “B2B Trends in Mobile & Online Video Study” December 2010

Q: I watch more online video today then I did a year ago. (Strongly agree, Agree, Disagree, Strongly

disagree, Don't know)

#wm123

Incorporating a Branded YouTube page was critical in creating an engaging environment where users could continue watching our videos and share them with peers

3a. Strategies for User Acquisition: YouTube

#wm123

Facebook helps companies build their fan bases through implementing unique, useful features such as FBML pages

3b. Building Brand Advocacy Through Social Media

#wm123

A form of display advertising in which specific ads are targeted to users who have previously visited our site, but did not convert

3c. User Acquisition Strategies: Remarketing

#wm123

Why It Works:

-Enables you to reach your website visitors with a fresh message tailored just for them – after they leave your site or PPC landing page.

- You can create remarketing lists that represent different parts of your

site (home page, product pages, or shopping cart). This allows for

specific targeting of qualified users.

Case Study Results:

- Leads from the remarketing program are approximately 40% cheaper than our search campaigns, $33 vs. $56

- Lead volume has increased significantly, with over half our total leads now coming through remarketing

For many of our clients, remarketing has been an effective means of producing high lead volume at a very cheap cost

3c. User Acquisition Strategies: Remarketing

#wm123

Implementing call analytics allows for the exact keywords that users searched on to be tracked. Your marketing campaigns can now be adjusted to cater to these highest quality leads.

3d. Call Tracking

Results:

- Avg. Length of Call: increased by 53 seconds

- Total Monthly Call duration: increased by over 150%

#wm123

Presentation Agenda

1 2011 Search Marketing LandscapeDetermining your budget for search marketing

2 Search Marketing and the Complex SaleHow search marketing adds value at each step of sales cycle

3 Strategies for User AcquisitionYouTube, Facebook, Remarketing, and more

4 Key TakeawaysBringing it all together: SEO, PPC, and Social Media

#wm123

Key Takeaways

Digital marketing has become a core piece of the overall marketing mix

A menu of “tools” can be leveraged, regardless of the marketing challenge

Creating engaging online experiences will be key in driving new user acquisition

Thank You!

#wm123

Thank you for your attendance today!

Contact Us for a Complimentary Digital Marketing Analysis

Custom Analysis includes:

- Digital Planning Session: learn how your business can drive revenue

growth through the web

-Competitive Report: find out where you rank against your top competitors

and what tactics they’re employing

- Keyword Analysis: detailing the keywords people are using to search for

your product or service

- Search Engine Friendliness Report: crawlability analysis of your site

Please contact:

Mark Powers

(800) 619 1570

mark.p@webmarketing123.com