thrive i - what has your website done for you lately?

What Has Your Website Done For You Lately?

Presented By:

The Role of the Internet as a Marketing Tool

How to Evaluate Your Website’s Potential

Essentials of Internet Marketing

Five Things You Can Do Today to Improve Your Search Engine Rankings

Today’s Agenda

The Internet’s impact on retail sales is not limited to what is bought online.

Cross-channel shoppers are using the web as a product research tool, regardless of whether a purchase takes place on a website or in a brick-and-mortar establishment.

In 2012 cross-channel sales is supposed to account for 38% of total U.S. retail sales.

Increasing Role of E-Commerce in the Retail Shopping Environment

How They Shop

What is most important during their online investigation:

54% cited retailer website

50% cited search engines

Source: Multichannelmerchant.com; wholesalecentral.com

57% of shoppers do their research using a combination of

store visits & online investigation before making a purchase

57%57%

Online Shoppers Are Buyers!

After online research


71% went to the store to shop

62% bought

There are more than 820,000 adult

(75%)users of the Internet in the Nashville area.

Source: Scarborough 2009; US Census

If You’re Not Maximizing Online, You’re Missing a Huge

Opportunity

Retailers who effectively build

bridges between their locations and

websites stand to be the big winners in the

research-online/buy-in-store era.

Case Study: Brentwood Granite

Brentwood Granite was presented with an overall digital solution separate from their current print budget.

Solutions included:– A website redesign– Search Engine Optimization (SEO)– Google Pay-Per-Click campaign

Since the launch of their new website on May 7th, online traffic generated from the search engine has doubled.

– In fact, every month Brentwood Granite is seeing an increase of users versus the previous month.

$40,000 in sales directly from their online marketing

357% ROI in the first 3 Months.

http://www.brentwoodgranite.com/


What Is Success?

What Is Your Market Potential?

How Marketable Is Your Website?

What Are Your Post-Visit Strategies?

How Do You Market Your Website?

How Do You Track Your Success?


What Is Success?

Brand Exposure

Lead Generation

Direct Sales (ecommerce)

Drive Walk-In Visits

Drive Phone Calls

Capture Data

Needs Actual

Branding 0% 0%

Leads 0% 0%

Direct Sales 0% 0%

Walk-Ins 0% 0%

Phone Calls 0% 0%

Data Capture 0% 0%

Score 0% 0%


What Is Your Market Potential?

Search Frequency

Competition

Current Performance

https://adwords.google.com/select/KeywordToolExternal

http://www.semrush.com/

How Marketable Is Your Website?

Technologies

Content

Engagement

Design


GoldenTriangle

How To Evaluate Your Website’s Potential


How Do You Market Your Website?

Online

Offline

Viral & Social

How do you Market Your Website?

Online

Offline

Viral & Social


What Are Your Post-Visit Strategies?

Auto-Replies

Call-Back Schedules

Email Database Marketing

Online-Only Incentives

How Do You Track Your Success?

Website Analytics

Tracking URLs

Phone Tracking


.com/Free


Flight Details Web Hits Phone Calls Walk-Ins Emails TotalTennessean Paper 250 150 300 75 775Tennessean Online 500 20 150 150 820Nashville Lifestyles Magazine 300 200 250 50 800Comcast Cable 150 200 75 20 445Direct TV 100 100 50 10 260Radio 75 25 100 10 210Graffitti 150 150 100 25 425Billboards 250 100 50 10 410Total 1775 945 1075 350 4145

Essentials of Internet Marketing

Search Engine Marketing


SEOSEO Pay-Per-ClickPay-Per-Click

71% of local searchers follow-up with an in-store visit.

62% end up making a purchase



www.google.com/local/addwww.google.com/local/add

Paid SearchPaid Search

Local SearchLocal Search

Organic SearchOrganic Search

Search Engine Optimization

Search Engine Optimization (SEO) Natural Organic Rankings

SEO is the process of increasing the amount of visitors to a Website by ranking high in the natural search results of a search engine.

The higher a Web site ranks in the results of a search, the greater the chance that that site will be visited by a user.

Algorithms and Spiders

Spider

Index

Algorithms and Spiders

What are they looking for?The same things you are looking for:

Site Architecture(URL & Page Structure)

Content Relevancy(Search engines read text)

Links: Trust & Authority (prominence of the site)

SEO Expectations

SEO cannot be guaranteed. Google and only

Google decides who ranks #1 on Google.

Good SEO provides the “opportunity” to rank on

the 1st page for relevant keyword phrases.

SEO has the greatest long term value and is a

process that takes time (as least 6-12 months to

rank). The search engines like natural (organic)

growth for a web site.

Pay-Per-Click

Major Search Engine CampaignsGoogle, Bing, Yahoo, even Facebook!

Great for immediate exposure and results

Great way to drive qualified traffic to a website by targeting searchers that type in a keyword search term that matches your business’s products and services.

The ad only shows when users search for a term that has been predetermined.



Paid SearchPaid Search

Local SearchLocal Search

Organic SearchOrganic Search

Major Search Engine CampaignsGoogle, Bing, Yahoo, even Facebook!

Advertiser only pays when a searcher clicks through to their website.

Payment is based on a bidding system - very easy to budget!

All users are different so you always want to have multiple campaigns running.

Pay-Per-Click

Pay-Per-Click

Major Search Engines(Tier 1 vs. Tier 3)

Pay-Per-Click

Google:Google Adwords 70%

Yahoo!: Search Marketing 20%

MSN (Bing): Microsoft Adcenter 10%

Market Growth and Potential

Internet Users in the World Growth From1995 - 2010

Five Things You Can Do Today To Improve Your Search Engine Rankings

1. Add Google Analytics

2. Analyze Your “Call to Actions”

3. Create Consistency

4. Review Your On-Page SEO

5. Get Social & Get Local


1. Add Google Analytics

How many people?

How did they find me?

What were they interested in?

What did they do?

Where do they live?

Five (5) Things You Can Do Today To Improve Your Search Engine Rankings

Add Google Analytics


2. Analyze Your “Call-to-Actions”

Do they exist?

Are they prominently placed?

Do they function?


3. Create Consistency

Does your website match your offline?

Does your message stay the same?

Is there consistency throughout your site?



META Tags

TITLE Tags

Internal Links

Anchor Text


Review Your On-Page SEO

META Tags


Review Your On-Page SEO

TITLE Tags



META Tags

TITLE Tags

Internal Links

Anchor Text


5. Get Social & Get Local


Link to Williamson County Fair Facebook Page.Link to Williamson County Fair Facebook Page.

http://www.facebook.com/WilliamsonCountyFair?ref=nf

http://www.facebook.com/WilliamsonCountyFair?ref=nf

Any Questions?

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