grow via electronic media

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Grow via Electronic Grow via Electronic Media Media Rob Duncan Rob Duncan Wayne Brass Wayne Brass Art Mahoney Art Mahoney

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Small Business Week Roadshow Presentation - Strategic Information on how a small business can grow via electronic marketing

TRANSCRIPT

Page 1: Grow via Electronic Media

Grow via Electronic Grow via Electronic MediaMedia

Rob DuncanRob DuncanRob DuncanRob Duncan

Wayne BrassWayne Brass

Art MahoneyArt Mahoney

Page 2: Grow via Electronic Media

Customer Needs

• What are potential customers looking for

online?

• Where are potential customers currently finding

the information / products / services they need?the information / products / services they need?

– Any Indirect Competitors?

• Does current or planned Internet Strategy

provide answers to customer questions?

Page 3: Grow via Electronic Media

Information Sources

Rank Parent Audience (000) Reach (%) Time per Person

1 Google 157,000 79.73 1:56:14

2 Microsoft 136,753 69.16 1:59:59

3 Yahoo! 133,001 67.26 2:34:56

4 Facebook 117,109 59.22 6:59:15

Top US Companies – March 2010

4 Facebook 117,109 59.22 6:59:15

5 AOL 85,140 43.05 2:14:38

6 News Corp 74,921 37.89 0:52:14

7 Interactivecorp 71,260 36.04 0:14:57

8 Ebay 66,323 33.54 1:26:08

9 Amazon 64,170 32.45 0:24:46

10 Wikimedia Foundation 62,338 31.52 0:15:21

News Corp includes Fox, Wall Street Journal, MySpace, Hulu and others

Interactivecorp includes ask.com, match.com, citisearch and others

Page 4: Grow via Electronic Media

Search Engine Rankings

Rank Parent Searches (000) Share (%)

1 Google 6,387,932 65.7

2 Yahoo! 1,304,427 13.4

3 MSN/Windows/Bing 1,183,268 12.2

4 AOL 245,810 2.5

US Searches – March 2010

4 AOL 245,810 2.5

5 Ask.com 183,975 1.9

6 My Web Search 120,713 1.2

7 Comcast 52,011 0.5

8 Whitepages.com Network 29,868 0.3

9 Nextag 28,633 0.3

10 Yellow Pages 23,857 0.2

Page 5: Grow via Electronic Media

Search Results PagesPay Per Click (PPC)Pay Per Click (PPC)

Local Search (SEO)Local Search (SEO)

Organic Search (SEO)Organic Search (SEO)

Local Search (SEO)Local Search (SEO)

Page 6: Grow via Electronic Media

http://www.sbdctampabay.com/1542/googles-latest-changes-to-search-impacts-small-businesses/

Google Google Search Results Search Results Pages ChangePages Change

Bottom Line – Google is Changing Due to Impact of Social Media

Page 7: Grow via Electronic Media

Competitor Analysis

• What are competitors and indirect competitors doing to

attract AND CONVERT customers?

• Who consistently appears in Search Results for multiple

terms on multiple search engines?terms on multiple search engines?

Tool Name Function Website

Website Grader Detailed Analysis of Search Engine

Optimization

http://www.websitegrader.com

Keyword Density Analyzer Detailed Analysis of on page text content

(keyword identification)

http://tool.motoricerca.info/keyword-density.phtml

Yahoo Site Explorer Analysis of incoming links http://siteexplorer.search.yahoo.com/

SpyFu Pay Per Click analysis of domain – understand

competitor Keywords

http://www.spyfu.com

Page 8: Grow via Electronic Media

How Do Customers Find Information?

• Common Search Terms

• More Detailed Search

Terms

Keyword Monthly Searches

consultants tampa 6600

tampa consulting 6600

consultant tampa 5400

computer consulting tampa 720

tampa it consulting 480

marketing consultant tampa 390

legal nurse consultant tampa 210legal nurse consultant tampa 210

financial consultant tampa 210

tampa marketing consultants 210

it consultants tampa 170

Page 9: Grow via Electronic Media

Three Pillars of Web Design

MarketingMarketing

DesignDesign FunctionalityFunctionality

Page 10: Grow via Electronic Media

Building Toward Conversion

• What Will Generate a Customer Action?

• What Type of Action Can We Reasonably Expect?

• Will More Information Influence the Conversion

Rate?Rate?

No Amount of SEO, PPC, Social Media or Email No Amount of SEO, PPC, Social Media or Email

Marketing can overcome a Website that does Marketing can overcome a Website that does

not convert customers!not convert customers!

Page 11: Grow via Electronic Media

Content Management Systems

• Software application used to manage and

control Web material

• Provides the ability for non-technical users to

create / update / maintain contentcreate / update / maintain content

• Provide extendibility with / through Web 2.0

interfaces (Social Media, RSS Feeds, etc)

• FREE – “Open Source Solutions”

– Joomla, Drupal & WordPress very popular

Page 12: Grow via Electronic Media

Social Media Do’s and Don'ts

DODO

• Focus on interaction

• Be a real social media user

• Use the media for it’s

DO NOTDO NOT

• Try to be everywhere or for

everyone

• Grudgingly spend time• Use the media for it’s

intended purpose

• Go light on selling or

promotional messaging

• Try to game the system

• Blatantly advertise a product

or service

Page 13: Grow via Electronic Media

Social Media Strategy

• Do not expect to DIRECT SELL

• Have a long term plan to engage and convert

• Very long customer engagement cycle

• You MUST be actively engaged in order to

succeed

• Do NOT waste time trying everything to find the

“magic bullet”

Page 14: Grow via Electronic Media

PPC – Strategy

• Start with one provider, but use all if possible

• Conduct analysis of competitors campaigns

• Plan and test keyword combinations

– Target quality keyword phrases, not quantity

• Continually analyze performance

– Impressions, Click Through Rates and ROI

• Find a Niche

Page 15: Grow via Electronic Media

Strategic Keyword Selection

Keywords CPC

Global Monthly

Search Volume

tampa florist $3.47 6600

tampa florists $3.36 5400

florist in tampa $3.74 1000

tampa flower shop $3.02 880

tampa flower shops $3.59 720

tampa wedding flowers $2.03 320

• Highest Search Volume

for Generic Terms

• Strategic Campaign

Optimization for

Maximum ROItampa wedding flowers $2.03 320

tampa bay florist $2.40 260

flower shop in tampa $3.03 210

wedding florist tampa $0.05 170

florist new tampa $0.05 140

wedding florists tampa $0.05 91

wedding flowers in tampa $0.05 36

wedding florist in tampa $0.05 12

Maximum ROI

170+91+36+12 = 309

$0.05 * 309 = $ 15.45

$2.03 * 320 = $ 649.60

http://adwords.google.com/

Page 16: Grow via Electronic Media

Email Marketing

• Direct Marketing using email including:

– Relationship building with current or previous customers

– New customer acquisition (BEWARE OF SPAM)

– Convincing current customers to purchase immediately

– Advertise in e-mails sent by others– Advertise in e-mails sent by others

Advantages Disadvantages

Relatively low delivery cost SPAM

ROI easily tracked Spam predates legitimate

Short delivery time Difficult to distinguish spam and legit

Can PUSH a message actively Low delivery rates (spam filters)

Result Analytics (open rates, click through) Compliance with CAN-SPAM

Page 17: Grow via Electronic Media

3 Techniques That Make a Difference

• Use Segmentation to Send ONLY Relevant Messages

– “Stop Blasting Emails to Your Entire Contact List!”

• Keep Your Email Marketing Consistent and • Keep Your Email Marketing Consistent and Predictable

• Include Multi-media Along with Your Email Marketing

Content in this slide came from a free report provided by Infusionsoft – delivered via download (upon

registration) & promoted through “sponsor” email.

Page 18: Grow via Electronic Media

Outsourcing Electronic Media

• Understanding Competencies of Vendors

– Knowing more that you does not necessarily make

them an expert in everything you need

– Unregulated disciplines with very low barrier for – Unregulated disciplines with very low barrier for

entry

• Everything Must be Detailed

– Vendors can only build towards requirements

• Get Multiple Quotes

• Make Sure they Understand YOUR Strategy

Page 19: Grow via Electronic Media

Questions?Questions?

Page 20: Grow via Electronic Media

Thank you!!Thank you!!

www.sbdctampabay.comwww.sbdctampabay.comwww.sbdctampabay.comwww.sbdctampabay.com

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