New Media
New Media
Marketing for Growth
Marketing for Growth
Heather Bender Heather Bender Heather Bender Heather Bender
Wayne Brass Wayne Brass Art Mahoney Art Mahoney
Customer Needs
• What
are potential customers looking for online?
• Where
are potential customers finding information / are potential customers finding information / products / services they seek?
– Any Indirect Competitors?
• Does current or planned Internet Strategy provide answers to customer questions?
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
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
Search Results Pages
Pay 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)
http://www.sbdctampabay.com/1542/googles-latest-changes-to-search-impacts-small-businesses/
Google Search Results Pages Change
Google Search Results Pages Change
Competitor Analysis
• What competitors do to attract & CONVERT customers?
• Who consistently appears in Search Results
for multiple terms on multiple search engines?
Tool Name Function Website
Website Grader 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
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 210 legal nurse consultant tampa 210 financial consultant tampa 210 tampa marketing consultants 210 it consultants tampa 170
Three Pillars of Web Design
Marketing Marketing
Design
Building Toward Conversions
• What Generates Customer Actions?
• What Type of Action Can We Reasonably
Expect?
• What will Influence the Conversion Rate?
• What will Influence the Conversion 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!
Content Management Systems
Web application used to manage & control web material
• Essential/standard for all modern websites
• non-technical users can create / update / maintain content
maintain content
• Integration made easy
(Plugins/Add Ons, Social Media, RSS, forms, sales)
• FREE – “Open Source Solutions”
Social Media Do’s and Don'ts
DO DO
• Focus on interaction
• Be a real social media user
• Use the media for it’s
DO NOT DO 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
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”
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
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 ROI
tampa 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
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)
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.
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
Questions?
Questions?
Thank you!!
Thank you!!
www.sbdctampabay.com www.sbdctampabay.com www.sbdctampabay.com www.sbdctampabay.com
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