presented by: jeanne foulon, president october 7, 2010 presented by: jeanne foulon, president...
TRANSCRIPT
Presented By: Jeanne Foulon, President
October 7, 2010
Presented By: Jeanne Foulon, President
October 7, 2010
Expanding Your Website’s Expanding Your Website’s ReachReach
Expanding Your Website’s Expanding Your Website’s ReachReachNew Jersey Bank Marketing Association Fall SeminarNew Jersey Bank Marketing Association Fall Seminar
Building A Website Is Building A Website Is Not Enough.Not Enough.
How Do You Get Found by How Do You Get Found by
Your Prospects & Your Prospects & Customers?Customers?
• Email Marketing• Online Advertising
– Local Search– Banner Ads – Pay-Per-Click
• SEO (Search Engine Optimization)
Online Marketing Tactics for Online Marketing Tactics for Expanding Your Website’s ReachExpanding Your Website’s Reach
Best ROI for Online Marketing TacticsBest ROI for Online Marketing Tactics
Email MarketingEmail Marketing
Email MarketingEmail Marketing• One of the most powerful marketing tools available for
developing and retaining relationships with your customers
• Email can help make your website a financial resource center for your customers
• Drive existing customers to website or landing pages for cross-sellingand promotions
Email MarketingEmail Marketing
Benefits• Easy to implement• Use online banking
customer list to start• Build list from
website• Low cost – high ROI• Go to market fast
Email MarketingEmail Marketing
Benefits • Trackable• Allows for testing• Allows for segmentation• Helps you gather
information from visitors
Online AdvertisingOnline Advertising
Local SearchLocal SearchBanner AdsBanner Ads
Pay-Per-ClickPay-Per-Click
Online Advertising - Local Search Online Advertising - Local Search • Local Search Marketing
– Create a local business profile or listing on Google Maps, Google Places & YAHOO! local
– List with local online directories - citysearch.com, thinklocal.com
– Listings are free in most cases– Time and effort to implement and maintain
Online Advertising – Online Advertising – Banner AdsBanner Ads
• Multiple size & positions
– Skyscraper– Rectangle– Tile
• Multiple options for ad placement
• Pay per impression – like print newspaper ads• Smaller websites may charge annual fee, not by
impression
• Use for – Branding– Grand Opening– Rate Driven Products
• Look for local section• Easy to change campaigns
and graphics• Geo-target campaigns to fit
your profile• Flight time: 3-6 months• Average click through rate on
banner ads: .05%
Online Advertising – Online Advertising – Pay-Per-Pay-Per-ClickClick
What is Pay-Per-Click (PPC) Advertising?
• PPC involves creating and placing ads containing keywords in prominent positions on search engine results pages.
• Advertisers bid on keywords the search engine uses to determine ad placement and how often the ad will be shown.
Pay-Per-Click Ads
• Only pay for an ad when a visitor clicks on ad and is taken to the advertiser’s Website
• Ads are targeted to the local, regional or national market served
Online Advertising – Online Advertising – Pay-Per-Pay-Per-ClickClick
Online Advertising – Online Advertising – Pay-Per-Pay-Per-ClickClick
Benefits of PPC• PPC drives qualified leads through
– Email– Landing pages– Form submissions– Phone calls
• Track results with online, on-demand reporting• Specialist assigned to your account• Change keywords and campaigns on the fly• Multiple ads running during campaign• Ongoing campaign optimization
Online Advertising – Online Advertising – Pay-Per-Pay-Per-ClickClick
Costs of PPC
• Set up fee • Monthly ad budget for purchase of keywords• Monthly maintenance and reporting fee• Suggested flight: minimum of 3 months
How To Get Started
• Your creative or web agency• Google or YAHOO!• Network Solutions• In-house
Use For
• Rate Driven Products
PPC vs. SEOPPC vs. SEO• When you enter a keyword at a search
engine like Google, you get back two types of results:
– Paid search ads or “sponsored listings”– Natural or “organic” results
• Getting your website to rank as high as possible in natural search results is
accomplished through SEO.
Natural or Organic Search
Paid Search – PPC
Search Engine OptimizationSearch Engine Optimization
SEO - Search Engine SEO - Search Engine Optimization Optimization • Search Engine Optimization is the process of
making changes to your Website to improve its chances of ranking well on search engines. This includes:
– keywords that people might use to search for your business
– putting the keywords in right place in your Website’s content
– having sufficient content on each of your Website pages
Basics of SEO• Optimize your website’s content for keyword phrases
specific to your business – Search engines look for keywords or phrases in specific areas
of your Website– To rank higher in search results you should identify the most
effective keywords
• Create your own keyword list or useonline keyword suggestion tools
• Google’s Free keyword suggestion tool:https://adwords.google.com/select/KeywordToolExternal
SEO - Search Engine SEO - Search Engine Optimization Optimization
• Look at your competitors’ Websites. Using Internet Explorer, view their keywords by selecting “View” and then “Source” from the menu bar at the top of your browser.
• Look for a line in the code called “Keywords Content” which will list the keywords used on that page.
SEO - Search Engine SEO - Search Engine Optimization Optimization
keywords
SEO - Search Engine SEO - Search Engine Optimization Optimization • Place keywords in the parts of your Website
where the search engines will look – titles – headings – subheadings
• Spread keywords throughout the content of your site
– Each page should contain about 250 – 600 words of unique content with 4 or 5 occurrences of your targeted keywords
– Use no more than three keywords per page
Meta Name Keywords
Meta Description Tag
SEO - Search Engine SEO - Search Engine Optimization Optimization Page Title
SEO - Search Engine SEO - Search Engine Optimization Optimization Get your Website “Crawled” by the Search
Engines
• Significant factors determining your site’s search ranking is the presence of links from other sites to yours
• The more Websites linking to your site, the more search engine spiders will visit your site and find new content quickly
• Here are some methods for obtaining links: – 1. Ask for links – 2. Directory links – 3. Press Releases – 4. Blogs
• You can find out who links to you already: www.yourdomainname.com
SEO - Search Engine SEO - Search Engine Optimization Optimization Tracking and Measuring Results • Use a keyword ranking program to see how your keyword
phrase ranking positions go up and down over time• Use web analytics to track to what your visitors are doing
on your site – See how many visitors you get each day– Which search engines your visitors are using to find your site– Which keyword phrases they are using to get there
Maintain Good Results and Use Best Practices • Tweak and change the content on your Website • Add new keywords occasionally• Constantly add new or update content
SEO - Search Engine SEO - Search Engine Optimization Optimization Be Patient and Consider Professional
Help
• Search Engine Optimization is an ongoing, gradual process of testing, measuring, and refining
• Do not expect a top ranking in Google overnight
• Achieving high rankings can take as long as 6 to 12 month
• Search engine algorithms are constantly evolving - consider professional help
In SummaryIn Summary• Understanding of Online Marketing
Tactics for Expanding Your Website’s Reach
• Picked Up a Few Tips• Didn’t Fall Asleep
