tbtf august marketing network
DESCRIPTION
Web Marketing Strategies, Search Engine Optimization, Best PracticesTRANSCRIPT
TBTF August Marketing Network
Web Marketing Strategies, Best Practices, Trends
August 9, 2007
August 9, 2007
August 9, 2007
Agenda
Web 1.0 Strategies, Best Practices Web 2.0 Trends
August 9, 2007
Agenda Continued
Web 1.0 Strategies & Best PracticesSearch Marketing
SEO PPC
Web 2.0 TrendsWhat is it?How does it impact your business?
August 9, 2007
A True Fishing Story
What you don’t know CAN hurt you!
August 9, 2007
Web 1.0 Strategies & Best Practices What is the internet? What is a website? What is a search engine?
How do they work?
But first……why should we care?
August 9, 2007
Web 1.0 Strategies & Best Practices Marketing feeds Sales The Web is more influential than ever!
The marketing opportunities are big!
August 9, 2007
Web 1.0 Search Marketing
Over 85% of all Internet users rely on search engines to find potential suppliers of products & services
2/3 of people now feel Web searches are the fastest way to find information
62% of small to medium sized businesses (SMB) now consider internet marketing (AKA search engine marketing) to be very important for the success of their business
Source GVU Study
August 9, 2007
Web 1.0 Search Marketing
60% of people say their opinions of brands have changed as a result of research conducted on the internet
The fastest growing internet marketing tool is the Blog
Can you name the second fastest growing internet marketing tool?
August 9, 2007
Web 1.0 Search Marketing
SEM spending in 2006 increased 62% over 2005 to $9.4B
SEO only 12% of total SEM spend $18.6 B projected spending by 2011 Source: SEMPO:
http://www.findandconvert.com/sempo-stats-pr.htm
August 9, 2007
Web 1.0 Search Engine Optimization (SEO)
SEO is a process whereby website architecture, content, code and inbound links are optimized to attract website traffic for selected keywords, resulting in website visitors and converting those visitors to new business opportunities.
August 9, 2007
Web 1.0 Search Marketing
August 9, 2007
Web 1.0 SEO Best Practices
On-Page Optimization
- Keyword rich content
- Well written Meta tags
- Text based navigation
30%70%
Off-Page Optimization
-Relevant Inbound Links
-PageRank (Google)
August 9, 2007
Web 1.0 On-Page OptimizationKeyword Research is Critical
Balance Popular & Long Tail Keywords!
August 9, 2007
Web 1.0 On-Page Optimizationhttp://www.onpointstaffedevents.com/staffed-sales-events.asp
August 9, 2007
<title>OnPoint Auto Staffed Sales Events | Staffed Event Sales | Staffed Sales Events</title>
<META NAME="DESCRIPTION" CONTENT="OnPoint’s auto staffed sales events can accomplish all objectives, and more, for your store right now with profitable, professional, reliable, sales and top flight customer satisfaction.">
Web 1.0 On-Page Optimization
August 9, 2007
Web 1.0 Off-Page Optimization
PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value…. Google interprets a link from page A to page B as a vote, by page A, for page B….Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important.“… Google combines PageRank with sophisticated text-matching techniques to find pages that are both important and relevant to your search. Google…examines dozens of aspects of the page's content (and the content of the pages linking to it) to determine if it's a good match for your query.
http://www.google.com/technology/
August 9, 2007
August 9, 2007
August 9, 2007
Web 1.0 Off-Page OptimizationLinks: Important Factors
Anchor Text External and Internal Sources of External Links
Press releases Articles Blogs Other websites
August 9, 2007
Web 1.0 Off-Page Optimization
http://amazines.com/
August 9, 2007
Web 1.0 Off-Page Optimization
August 9, 2007
Web 1.0 Off-Page Optimization
August 9, 2007
Web 1.0 Search Engine Optimization (SEO) Tips Summary
Text navigation Text based text Site map Optimized source code Robots.txt file Remove architectural hurdles Use Alt Text Tags Keyword Centric URLs Create “sister” websites
http://www.onpointstaffedevents.com/staffed-sales-events.asp
August 9, 2007
Web 1.0 Search MarketingPay-per-Click Advertising
August 9, 2007
Web 1.0 Search Marketing PPC
August 9, 2007
Web 1.0 Search Marketing PPCBest Practices
Keyword/Bid Rate Research Set up Theme Based “Campaigns” Set up Ad Groups under Campaigns Set up 3 to 6 ads per group Dedicated landing pages w/CTA Conversion Tracking Test/measure/revise, test/measure/revise….
August 9, 2007
Web 1.0 Search Marketing PPCBest Practices
Test, measure & revise repeatedly….
August 9, 2007
Web 1.0 Search Marketing Analytics
August 9, 2007
Web 1.0 Search Marketing Analytics
August 9, 2007
Web 1.0 Visitor ConversionUS online merchant conversion rates average at 2%-3% of site traffic
August 9, 2007
Web 1.0 Visitor ConversionA Visitor Optimization Strategy Involves MVTMulti-Variate Testing includes a combination of testing, targeting, and optimization using software and professional services.
August 9, 2007
Web 1.0 Visitor Conversion
Delineate Your Funnel
Page 1: Entry Page
Page 2: Details
Page 3: _______
Page 4: _______
Page N: _______
August 9, 2007
Web 1.0 Visitor ConversionDeploy ExperimentsPage and content complexity drives the timeline, but the process is always the same
Content targeting by
persona
August 9, 2007
Web 1.0 Visitor ConversionHere’s the ROI potential….
Visitors % of Total Uclicks% of Total
Clicks
Uactions-Order
StartProcess
% Total Uactions
Uactions-Order Confirmation
Page% Total Uactions
Non-Referring 87,353 42.08% 3,812 13.01% 1,203 14.21% 205 11.06%
Yahoo 34,194 16.47% 5,648 19.28% 1,629 19.25% 279 15.05%
Google 3,162 1.52% 889 3.03% 117 1.38% 36 1.94%
Ask Search 1,012 0.49% 190 0.65% 63 0.74% 22 1.19%
Key Affiliate 21,093 10.16% 9,899 33.79% 3,186 37.65% 959 51.73%
All Visitors 60,786 29.28% 8,857 30.23% 2,265 26.76% 353 19.04%Total 207,600 29,295 8,463 1,854
Although the Affiliate segment represents 10.16% of total visitors, they account for 51.73% of Confirmation Page UActions
This suggests they are the most receptive segment
August 9, 2007
Web 2.0 Trends
August 9, 2007
Web 2.0 Trends
From Wikipedia, the free encyclopediaWeb 2.0, a phrase coined by O'Reilly Media in 2003[1] and popularized by the first Web 2.0 conference in 2004[2] , refers to a perceived second generation of web-based communities and hosted services — such as social-networking sites, wikis and folksonomies — which facilitate collaboration and sharing between users.
Although the term suggests a new version of the World Wide Web, it does not refer to an update to Web technical specifications, but to changes in the ways software developers and end-users use the web as a platform. According to Tim O'Reilly, "Web 2.0 is the business revolution in the computer industry caused by the move to the internet as platform, and an attempt to understand the rules for success on that new platform."[3]
Web 2.0 Definition: http://en.wikipedia.org/wiki/Web2.0
August 9, 2007
Web 2.0 Trends
A collection of web properties which serve communities of people allowing for democratic collaboration and exchange.
Web 2.0 Bernie’s Definition:
Social Networking sites Blogs Podcasts
August 9, 2007
Web 2.0 Trends
Characteristics RSS/XML
Creates content channel
Free (mostly) Viral Horizontal
August 9, 2007
August 9, 2007
Web 2.0 TrendsTop 25 Web 2.0 properties in June 2007http://www.ebizmba.com/articles/ebizmba25.html
August 9, 2007
Web 2.0 TrendsUp-n-Comers…
August 9, 2007
Web 2.0 TrendsUp-n-Comers…
August 9, 2007
Web 2.0 TrendsUp-n-Comers…
Vertical Industries: https://www.within3.com/
August 9, 2007
Web 2.0 TrendsBlogs…
Authored by a subject matter expert Not self promoting Public with contact information available Intended to be conversational Encourages dialogue and opinions Requires commitment & time Requires Blog etiquette Search for industry or topical Blogs
August 9, 2007
August 9, 2007
Web 2.0 Trends
Happy Blogiversary It's been 10 years since the blog was born. Love them or
hate them, they've roiled presidential campaigns and given everyman a global soapbox. Twelve commentators -- including Tom Wolfe, Newt Gingrich, the SEC's Christopher Cox and actress-turned-blogger Mia Farrow -- on what blogs mean to them.
By TUNKU VARADARAJANJuly 14, 2007; Page P1
URL for this article:http://online.wsj.com/article/SB118436667045766268.html
August 9, 2007
Web 2.0 Trends
Thanks to blogging and Web 2.0 social media tools, more people than ever are able to cast their vote on what’s relevant by linking to it, bookmarking it and Digging it. SEO copywriting today is all about crafting content so compelling that other people want to link back to you.
August 9, 2007
Web 2.0 Trends
Podcast: http://en.wikipedia.org/wiki/Podcasts A podcast is a digital media file, or a series of such files, that is
distributed over the Internet using syndication feeds for playback on portable media players and personal computers….
A podcast is a collection of files (usually audio but may include
video) residing at a unique web feed address. People can "subscribe" to this feed by submitting the feed address to an aggregator (like iTunes - software that runs on the consumer's computer). When new "episodes" become available in the podcast they will be automatically downloaded to that user's computer….
Though podcasters' web sites may also offer direct download or
streaming of their content, a podcast is distinguished from other digital media formats by its ability to be syndicated, subscribed to, and downloaded automatically, using an aggregator or feed reader capable of reading feed formats such as RSS or Atom.
August 9, 2007
Web 2.0 TrendsPodcast Features/Characteristics
Anyone can publish a podcast Anyone can subscribe to receive your podcast New “episodes” of your podcast download automatically 100% targeted marketing Informational content is a must (don’t sell) Time shifted delivery Search engine friendly (with summary notes)
August 9, 2007
Web 2.0 Trends
Build your Brand Visibility, thought leadership, awareness, brand extension.
Customer Loyalty Keep customers informed, educated, enlightened, entertained, satisfied.
News & Insights Industry news, updates, trends, issues, product announcements, brand extension.
Public Relations Product/company announcements, product trends, press/media visibility.
Increased Market Reach Reach people you may not otherwise reach.
Company News Podcast news, announcements, meetings, updates. Reach global employee and partner population.
Podcast Uses/Benefits
August 9, 2007
Web 2.0 Trends KnowledgeStorm & McCann Survey: 3900
Business & IT Professionals July 2007
32% of survey respondents stated their usage of podcasts has “Increased” or “Significantly Increased” in the last six months…
And, there is plenty of upside as the innovative media types, like podcasting, blogging and RSS, are still gaining momentum in the technology buying community.
August 9, 2007
Web 2.0 Trends KnowledgeStorm & McCann Survey: 3900
Business & IT Professionals July 2007
65% responded that they listen for both personal and business interests. Furthermore, these respondents are listening to technology specific topics.
72% claimed that they have downloaded or listened to podcasts on technology topics on more than one occasion. 23% do so “frequently.”
August 9, 2007
Web 2.0 Trends KnowledgeStorm & McCann Survey: 3900
Business & IT Professionals July 2007
Nearly 60% of respondents said that information on business or technology topics, currently delivered as white papers or analyst reports, would be more interesting as podcasts.
68% of survey respondents said they are listening to podcasts directly on their computers as opposed to portable MP3 players (32%).
August 9, 2007
Web 2.0 Trends KnowledgeStorm & McCann Survey: 3900
Business & IT Professionals July 2007
“This survey presents a lot of encouraging findings for marketers considering podcasts as a content format. Not only are business and IT professionals tuning in, but frequent users are eager for more business and technology podcast content,” says Lohman.
“57% of the frequent podcast users stated their biggest challenge with podcasts is the scarcity of interesting content. That represents real opportunity for savvy marketers.”
August 9, 2007
Web 2.0 Trendshttp://www.edwinwattsgolf.com/
August 9, 2007
Web 2.0 Trendshttp://www.edwinwattsgolf.com/
August 9, 2007
Web 2.0 Trendshttp://www.edwinwattsgolf.com/
August 9, 2007
Web 2.0 Trendshttp://www.edwinwattsgolf.com/
August 9, 2007
Web 2.0 Trends
August 9, 2007
Web 2.0 TrendsPodcast Directories
iTunes – only for iPod users http://juicereceiver.sourceforge.net/ http://www.podcastalley.com/ http://podcasts.yahoo.com/ http://www.podcastpickle.com/ http://www.podshow.com/ http://www.podcastready.com/ Media sites, e.g., CNN, WSJ, etc.
August 9, 2007
Summary/Action Steps Search Marketing (Web 1.0)
cover the basics be found by your target audience (SEO/PPC)
Social Networking (Web 2.0) It’s all about communities Look for industry specific properties
Blogging (Web 2.0) Become active (selectively)
August 9, 2007
Summary/Action Steps
Podcasting (Web 2.0)Seek out content opportunitiesAct fast for leadership potential
August 9, 2007
About Find and Convert
Search Marketing Services SEO PPC Podcasting http://www.findandconvert.com/ http://www.findandconvert.com/blog/
