Marketing Orchard: Pick the Lowest Hanging Fruit
The Fall of Traditional Advertising
What is Your BRAND?
Your brand is how customers perceive you
What is Your Web Presence?
You Web Presence Is? Your website Every web page that links to you including search engine listings Every page that mentions you Every page that mentions your competition
SOM Pyramid Finding SEM Awareness Buzz & Advertising Preferred Loyalty & Goodwill Recommended Champions
What is Search Engine Marketing?
Online Marketing = SEM ? Search engines are the most effective direct response marketing mechanism ever devised in the history of business. Why we love them: Volume & reach Highly targeted to offering (the long tail) Automatic perfect timing (late in buying cycle) Automatic repetition
Two Sides of Search Results
Sponsored vs. Organic Sponsored SearchOrganic Search Cost Per Click Depends on bid. Bids start as low as $.01 to $.10 depending on engine. Most clicks are $.50 to $2.00 however bids in the $8.00 to $12.00 range are common for more competitive terms. Free Cost for placement Low – Each targeted keyword phrase has to be entered, a bid set and an ad written. High – Web pages have to be written and optimized for each targeted phrase and optimized in-bound link to the pages need to be acquired. Time till placement Immediate2 to 6 months for existing sites, 6 to 9 months for new sites or sites with low link popularity. Control High – you can control the copy on your ads, how high you rank (by changing bids) and what page you want the customer to land on. Low – You have some control of the copy of your listing however you can control little else. Ongoing Risk Click Fraud, Bid CompetitionAlgorithm Changes, Optimization Competition
And the Winner Is… Primary advantages of organic search Clicked more often Perceived as more authoritative (usually) Better long-term ROI (usually) Stronger ordering dominance Achieving a high organic placement for valuable keywords is a decisive competitive advantage that can provide years of very cheap high- quality traffic to your site. Organic Search
Strategic Implementation of Sponsored Search ROI Listing Saturation Keyword Research Compliment with Sponsored Search
How do we achieve top organic placement? The organic side of search does not exist to send websites free business; it is there solely for the benefit of the searcher. The search engine’s interest is ranking websites by the most valuable, unique and exciting content that is most relevant to the user’s search. If your website is the most valuable, unique, exciting and relevant then you will be the one at the top. Search Engines are the Ultimate Networker
Short Cuts vs. Big Picture Black Hat vs. White Hat Black Hat usually works for a while but will likely be caught at some time. Golden Rule: For long term success, align your site with the interests of the search engines.
Magic Formula of Organic Search Good Content + Good Architecture + Good Backlinks + Sticky Site = Results
Protective Barrier to Entry Your organic placement is based on all the optimization done on your site throughout its history. Bad News: You have to play catch up Good News: So does everybody after you Need to get started now.
Don’t develop SEM tunnel vision Search directories Shopping comparison sites News sites Article databases Product review sites Syndicated press releases Social media (MySpace, FaceBook) Blogs, forums and user groups Social bookmarking (del.ico.us, Digg, Redit) Video Banner ads Affiliate programs
What Makes a Great Website?
Attributes of an effective website Web 1.0 Visual Copy Usability Web 2.0 Interactivity
Build loyalty & goodwill Do not make your website all about you. Give the customer things they value. Edu-Marketing Widgets & Tools Cause Marketing Giveaways Extranets Communities Give and you will receive!
Q: How can you drive the most amount of traffic in the shortest time? A: Invent the next virtual pet rock. Viral marketing: Create something so cool they tell 200 friends, who tell 200 friends, and so on and so on… If you are going to infect people with your brand, you have to be contagious.
Web 1.0 vs. Web 2.0 One way vs. two way communication Gets people interacting with your brand Provides social media hooks to encourage people talking about you on other sites Best way to get people talking about you is to be social yourself
Always be Converting The ABCs of online sales. Make it easy for the visitor to buy Create intermediate buy-in points Use call-to-actions to encourage buy-in actions
Leverage your existing customers It is less expensive to sell to an existing customer than a new one Build your database: Depth & Breadth Act on your database: Retention Programs
Are we there yet? Finding SEM Awareness Buzz & Advertising Preferred Loyalty & Goodwill Recommended Champions
The missing piece: Champions Customers want confirmation from authorities and peers Seize every opportunity to get recommendations Manage your reputation
Measure Web allows for much more enhanced measurements and data gathering than traditional marketing. Steps Setup site analytics Score conversion events Track all marketing campaigns online and off Create customer feedback loops
Kaizen your Web Presence Continual Improvement: Successful web development and online marketing is an iterative process. The key to greatness is to experiment often and learn from your successes and failures.
Budgeting for Online $1000 to $100,000+ per month Rule of Thumb ~3% of company revenue 50% of total marketing budget
Progressive Budgeting The amount that will make you the most money. 1.Create measures 2.Set an initial budget 3.Evaluate after six months 4.Periodically adjust your budget to maintain a 25% to 100% ROI
Foundational SEM Tactics P1.1 (Level 1, Cycle 1) – 3 Months Foundational SEO Site Elements –Code –Link structures –Copy Keyword Analysis –Keyword DB –PPC Analysis Inbound Links PPC Setup Keyword Exploration Engine Diversification Add Writing –A/B Testing Site 2 Site Links Directories Site Listings Syndicated PR Conversion Enhancements Metrics Setup
Foundational SEM Model Organic Search Brochure ware Website Landing Pages Conversion Name Recognition Customer Loyalty Recommendations Backlinks PPC Search
Results (Months 1-4)
SEM Expansion Tactics P1.2 to P2.0 – 3 to 9 Months SEO Expansion Content Development –Goodwill content –Expanded brochure PPC Expansion Basic PR Press Releases Newsletters Article Syndication Blogging Conversion Enhancements Metrics Analysis and Refinement
SEM Expansion Model Organic Search Brochure ware Website Landing Pages Conversion Name Recognition Customer Loyalty Recommendations Backlinks PPC Search Goodwill Builders Conversion Mechanisms
Optimized Buzz Tactics (Phase 2 & 3) SEO Expansion Goodwill Content User Generated Content PPC + Media Paid Banners Affiliate Marketing Sponsorships Buzz PR Community Site –Blogs & Forums Social Marketing Edu-Marketing Giveaways/Sweepstakes Loyalty Programs Advergamming Tools & Widgets Viral Videos Syndication / RSS Cause Marketing Extranets Online Influencer Campaigns Word of Mouse Campaigns Touch Programs Retention Programs User Requests Trusted Advisor Requests Reputation Management
Optimized Buzz Model Organic Search Brochure ware Website Goodwill Builders Sales Landing Pages Buzz Generators Conversion Mechanisms / Buzz Enablers User DB Word of Mouse Recommendations Conversion Name Recognition Customer Loyalty Recommendations Traditional Advertising Back Links Retention Programs Viral Touches Negative PR Online Advertising
Online Advertising Retention Programs Viral Touches Back Links Word of Mouse Recommendations Organic Search Brochure ware Goodwill Builders Sales Landing Pages Buzz Generators Conversion Mechanisms / Buzz Enablers User DB Conversion Name Recognition Customer Loyalty Recommendations Traditional Advertising Negative PR Synergy Model
Secret to Making It Online Transform your website into a buzz generating, loyalty building selling machine Feed the machine everyway possible
How do I get there? Attend future lectures in our series: - SOM Architecture: Essential Elements - Create your own SOM plan Visit our site Contact me