Presentación marketing digital optimizada
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El documento presenta una introducción al comportamiento de búsqueda de los usuarios y cómo buscan la información. Luego, detalla diferentes estrategias y métricas de marketing digital como el análisis del movimiento de ojos en las páginas, patrones de clic, generación de contactos, seguimiento de campañas de pago por clic, contenido, redes sociales y más. Finalmente, presenta un marco general del ciclo completo de marketing digital para conducir tráfico, construir credibilidad, crecer la base de contactos y segmentarla.
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Presentación marketing digital optimizada
- 2. INTRODUCCIÓN: CÓMO BUSCA LA GENTE
- 3. ¿Cómo son usados los buscadores? 1,086 respondents on how they use search in their business
- 4. Ciclo de búsqueda/compras Source: Enquiro & Marketingsherpa
- 5. Factoresimportantesqueinflueyen en la decisión Importance on a scale of 1 to 7 Source: Enquiro & Marketingsherpa
- 6. Searches Used When Shopping Source: Microsoft
- 7. Where Do They Look? Triángulo Dorado Estudio del movimiento del ojoquemuestraqueven los visitantes en laspáginas 7
- 8. PATRONES DE CLIC: BasAdO EN LOS RESULTADOS DEL MOVIMIENTO DE LOS OJOS
- 9. Where Do They Click? Pay Per Click – 12.2% Búsqueda Orgánica 74.3% Pay Per Click 13.5% Source: Enquiro & Marketingsherpa
- 10. How Many Clicks Can You Expect?
- 11. PLAN DE MEDIOS DIGITALES
- 12. Comportamiento del usuariocuandobusca Source: Enquiro & Marketingsherpa
- 14. Planos de MARKETING DE CONTENIDOS
- 15. Plano del Marketing de contenido
- 18. Construcción de ligas al vuelo
- 20. Palabras clave: Great White Shark Photos
- 22. ROI CON PPC ( Pay-Per-Clic)
- 23. Generación de contactos B2C
- 24. Servicio de PPC
- 26. Seguimiento a los clics PPC
- 27. ÉXITO en E-Commerce , SEO & PPC
- 29. Seguimiento a lastransacciones de eCommerce
- 30. Generación de contactos B2C
- 34. Seguimiento al Marketing de contenidos
- 35. Administración de campañas PPC
- 36. Seguimiento a la generación de contactos
- 37. Generación de contactos B2C & B2B
- 38. Seguimiento al Marketing de Contenido
- 39. Tráfico del Marketing de Contenidos
- 43. Generación de contactos con Clasificados y Contenido
- 45. Seguimiento a los contactos del Dentista
- 46. Generación de contactos en Acomodamiento
- 47. Generación de contactos en Acomodamiento
- 48. Seguimiento al Marketing de Contenidos
- 52. Seguimiento al Marketing de Contenidos
- 53. Seguimiento a la Generación de Contactos del Detallista
- 54. Generación de contactos B2B
- 55. Seguimiento a la Generación de contactosDetallista
- 57. Seguimiento al Marketing de Contenido
- 58. CONCEPTOS CREATIVOS Y MEDICIÓN
- 60. Mapatérmico del movimiento de ojos-Conversiones
- 61. PPC Ads
- 67. VISION GENERAL DEL MARKETING DIGITAL Generación de contactos A Accesible RESULTADO Conducir Tráfico Objetivo FASE 1: CONDUCIR TRÁFICO A UN WEBSITE EXISTENTE ACCIÓN: 1) Realizar actividades tradicionales para conducir tráfico objetivo al website existente FASE 2: CONDUCIR TRÁFICO A UNA PÁGINA DE ATERRIZAJE ACCIÓN: 1) Conducir actividades tradicionales de marketing por Internet que lleven tráfico a una página de aterrizaje construida para ese fin Crear un Marco y un Plano de Contenido B Construir Marca y Credibilidad FASE 2B: CREAR UN PLANO DE CONTENIDOS ACCIÓN: 1) Crear un plano páginas con contenidos relevantes a la materia y agregar las páginas al Marco FASE 2A: ESTABLECER UN MARCO DE CONTENIDO ACCIÓN: 1) Conducir una auditoria al sitio y asegurarse de que hay contenido confiable, amigable al Internet Marketing y que tiene un Marco de Contenido 2) Si se necesita un nuevo Marco proponer uno nuevo con una Plataforma Tecnológica adecuada RESULTADO Construir Autoridad Construir Credibilidad Blog Home Contenido Contacto Contacto Producto Acerca Servicio contenido contenido contenido contenido Contacto Contacto contenido contenido contenido contenido Contacto Contacto contenido contenido contenido contenido Contacto Contacto Plan de contenidos en Redes Sociales 1 trabajo (x12) Home FASE 3B: CREAR CONTENIDOS Y PÁGINAS DE ATERRIZAJE ACCIÓN: 1) Escribir un Documento al mes (12 año) 2) Crear una página de aterrizaje por cada Documento (12 año) 3) Basado en cada Documento crear trozos de contenido FASE 3C: AFILIAR EL CONTENIDO ACCIÓN: 1) Afiliar los trozos de contenido a través de todos los portales sociales 2) Vincular cada Post a la página de aterrizaje del Documento Nota: Los contactos completarán la forma en la página de aterrizaje para descargar el Documento 1 PowerPoint (x12) FASE 3A: CREAR UNA PRESENCIA SOCIAL ACCIÓN: 1) Crear perfiles empresariales en los mayores portales sociales 2) Conducir campañas y actividades para construir el seguimiento social 1 Video (x12) Contacto Producto Acerca Servicio FeedsRSS Notificar Email Boletín Documento 1 Podcast (x12) 2 Artículos (x12) Informar RP HubPagesDocumento 2 Boletines (x12) 3 Páginas (x12) YouTube video Squidoo.comDocumento 12 Blog posts (x12) 24 Tweets (x12) FacebookDocumento TwitterDocumento RESULTADO Mejorar Credibilidad Construir Base de Datos Scribd.com Documento LinkedIn Documento Podcast Documento SlideShare Documento
- 72. Más referidos
- 73. Mejorar la MarcaFASE 4A: ENVIAR EL EMAIL INICIAL ACCIÓN: 1) Cuando los contactos completen la forma, enviarles un correo de agradecimiento con la información de la empresa (actor político) y el documento FASE 4B: ADQUIRIR INFORMACIÓN ACCIÓN: 1) Enviar un correo de seguimiento dos semanas después con un incentivo para los usuarios solicitándoles más información FASE 4C: SEGMENTAR LA BASE DE DATOS ACCIÓN: 1) En base a las respuestas que se reciban, segmentar la Base de Datos de acuerdo a las necesidades en intereses FASE 4D: ENVIAR CORREOS ENFOCADOS (TARGETED) ACCIÓN: 1) Enviar correos específicos y segmentados a las listas masivas y asegurarse de que cada correo tiene un claro llamado a la acción Completar Base de Datos Completar Base de Datos Lista masiva 1 Lista masiva 2 Lista masiva 3 Lista masiva 1 Lista masiva 2 Lista masiva 3 Correo 1 Correo 2 Correo 3 Llamado acción Llamado acción Llamado acción eMail de Agradecimiento eMail de Seguimiento Información de la empresa Documento Incentivo Encuesta/Forma
- 74. ABC del Marketing Digital
- 75. La nueva forma de Marketing Marketing Tradicional Nuevo Marketing
Notes de l'éditeur
- What I am going to show you is how people use search engines to help them with their business decisionsThis information comes from a survey of over 1,000 people who share;What information they search for online What makes them decide to engage with a company
- This diagram shows that only 10% of people go to a search engine and transact or engage on the same dayThis is where Pay Per Click (PPC) comes inThis is where we get your company’s ads to appear when searchers type “buying” or “action words”The rest use search engines to look for information that will help them make an informed decisionFor example, people wanting to buy a house would look for specific information before they actually contact a realtor to find a home for them. They look for;Schools in the areaWhat the road system & traffic is like What is the crime rate in that areaWhat shopping centers are close byWhat to do in that areaIf a realtor had this information on their website, they would be found on search engines and this would give them the opportunity to present their brand to the searcherGive them the information they are looking for and have a call to action on the page to either;Subscribe to get local newsView listings of house prices in the areaCall an agent now to provide you with more detailed informationDownload a shopping & restaurant guide in the areaAll of these call to actions can be measured by using Google analytics and will help in determining how people interact with the website
- This is the information that people look for to help them make a decisionRead through few of these that you feel are related to the industry that your prospect is inTell them that the information is sorted in order of importance, out of a score of 7At the end say “ all of these factors prove that you need relevant and valuable content on a website to build the credibility required to persuade the prospect to engage with your businessOffer to send the PDF version of this report to them after your meeting. This would keep you “top of mind” (This report is in the eBooks & Reports folder on your CD)
- This diagram from Microsoft also shows what people look for when shoppingUse this this slide if the prospect is wanting an ecommerce solution9 out of 10 people use a search engine when they intend to do some shoppingBy understanding what people look for when going to search engines helps us as business owners to plan the type of content we should be providing on our websitesFrom a business point of view, search engines enable us to get free advertising by getting our company brochure out of the cupboard.By providing the right type of content and getting it found on search engines will help us generate leads for our business
- This was an eye tracking study done to determine what areas people look at when they arrive at a websiteThe areas that are red & yellow show where most people are lookingThis is Google’s home page that we are looking atSee how few views there are on the right hand side where the adwords are displayedThis verifies that only 20% of people click here (at this stage your prospect could say that they never click on the ads)You can reply “most people that click on the ads are normally in a buying or take action mode” and this is why it is wise to advertize on pay per click to get those 10% of people who are ready to buy.This is the reason that Google sometimes places the top 3 sponsored links at the top of the page so that theu can get more clicksThat is the main way that Google makes its moneyPoint out that any call to action that is placed in the bottom right is normally invisible to the eyeThe red lines show how many people leave the site as they have to scroll below the fold on a web page.This is the reason why call to actions should be placed in the “soft F” (the shape that the red & yellow tracking makes)
- So based on the eye tracking study we can see where most people clickThe top sponsored links get around 12% of clicksThe right hand side sponsored links get around 13% of clicksWe can see that most clicks happen on the left hand side of Google’s pagePeople click here because this is where they find the information that they are looking forThis is the main reason why we recommend that a website has many web page on it so that you have the chance to introduce your brand, services, products or company to the searcherThis is a term we call “Content Marketing”
- Now that we know this, how many clicks can you expect if you rank on Google’s 1st pageRead through a couple of these and point out that the number 10 position in organic search can attract over 3 %The reason that PPC position 5 & 7 are higher was really based on the B2B report and it is assumed that these positions got a better click through rate because of compelling adcopy. The better your meta titles & descriptions are, the more chance you have of getting the click against your competitor’s poor descriptionThis information also shows that it is not necessary to be in the top 3 to get clicks to your websiteThat can be expensive and take a considerable amount of time & in the end one may not get a return on investmentThe way we work at WSI is to determine how much more business you need and then to try and get you the necessary amount of leads to get the best return on your online spendWe do this by measuring business goals that you wish to achieveI will show you some actual examples as we go through some of my client’s actual reports
- When people look at the search results page they start scanning from the top of the page looking for the best keyword match that was entered. (In order of importance out of 7)This is why the #1 organic result typically gets more than twice the click throughs of the #2, and so on)Title We first scan the titles of the listings, very quickly looking for information scent indicated by a bolding of relevant terms, usually the query we just usedDescriptionIf the title catches our eye, we then scan for clusters of words that appear in the description. But the fact is, there’s far more scanning of titles than descriptions by the average userBrand Only if all the above factors work to attract the attention of a user, does that user have a chance to even see the brand presented. If all else works correctly, then brand can “close the deal” and capture the click through
- All businesses need to have Credibility and online brand visibilityTo develop trust so that visitors will have confidence in dealing with youLead GenerationAll businesses need leads and we provide the services to help you achieve you business goalsClient & prospect nurturingKeep your relationships alive with current clients by keeping them updated with relevant informationNot everyone will engage with your business immediately so you need to be top of mind and nurture your relationship
- Before we get our designer to start designing a concept draft we start planning your website content blueprint.This is where we strategize about all the content and social media sites you should get involved inThe content plan can then be implemented in a phased approach, a few pages a week to keep a steady stream of fresh relevant content that search engines love to index
- Once we know what content to write, we start optimizing each page for search engines.The perfectly optimized page is constructed according to Google’s webmaster guidelinesWe create the page and focus on website usability and internal architecture. These pages also target “long tail” searches that will bring a steady stream of visitors looking for the relevant content that you are providingAdding content regularly will create an asset out of your website
- Ongoing link building is the most important activity you can take to improve & maintain search engine rankingsGetting incoming links from directories, blogs, other websites, articles and social media is essential
- Here is an example of an ecommerce site. The services we provide here are:PPCSEO optimizationAnalytics, monthy reports & consultingThey are a husband & wife team that do shark diving trips in South AfricaThe are also professional photographers and they sell photos from their siteThese photos are printed & shipped at an average cost of $180
- By maintaining a #1 & #2 position for the keywords “great white shark photos "in Google we average 850 visitors a dayThe target market is the USA and the pie chart confirms this
- Our monthly report & tracking where we look at improving conversion rates & ensure our client is getting a good return for their online marketing spendThere were 24 newsletter subscriptions8 credit card purchases @ $180 = $1,4400 offline payments – direct deposits43 book shark diving trips @ $150 = $6,450Total revenue earned for this month = $7,890Our monthly services = $650 This is less than 10% sales cost
- TG Migration specializes in emigration from South Africa to the USA, Canada, Australia, New Zealand & UKPrior to becoming our client they used to spend $3,000 per month delivering presentations from various hotels, to people who were considering emigrating.They were getting an average of 15 consultations from their offline marketing activitiesEach consultation is worth $60 and from these 15 they would normally get 1 or 2 people who would use their emigration services which cost in the region of $4,000We suggested that they move 25% of their budget into online marketingWe set up a PPC campaign to get immediate resultsLong term SEO service is also subscribed to
- When a user types “emigrate to New Zealand” into Google, our ad appearsIn this case in position 2 on the right hand side
- Our client’s monthly PPC budget is set to $150 and the daily limit is set to $4We can see that the ad gets 26,493 impressions with 1,067 clicksWe only pay for the clicks and the cost is $116That is like taking an ad in a newspaper and only paying when some reads itThe click through rate is 4.02%
- 67 visitors booked a consultation for $60That is $4,020 for an outlay of $116They had 177 people their seminars from the website. This has reduced their newspaper ads significantlyWe added a pre-assessment tool which is used to keep visitors on the siteWe can see that 536 people enter the “book a consultation” page but only 66 complete the actionWe can see that 84 went on to take a pre-assessmentOur services to them including the PPC is $500
- Agreementsonline is an online business that provides various types of legal agreements for download
- Our client has received $77,000 in revenue for the period Jan 2009 – Aug 2009We provide PPC and content marketing services.We add 4 pages of content a month that attract targeted searchesWe can see the continuous growth in traffic over this period By tracking the shopping cart funnel we can see that we get a 30% funnel conversion which is very goodTheir monthly revenue for downloads is $9625 and our costs are approximately $1,200 per month
- Our client Easy Cars Rental provide people who are credit blacklisted with a carBefore they became our client they spent $5,000 a month advertising in local newspapersThey did not believe that the Internet would work for them as they said their target market could not afford to have computers and Internet access
- We write & submit classified ads as part of our service can track the visitors coming from these websitesPlacing the ads is free, we provide the copywriting and submission service
- We write and add 4 new web pages a monthEach page provides relevant information that uses the keyword phrases that credit blacklisted people useHere are examples of the content pages we write
- Their monthly Google budget is $14,602 For this amount we get over 1,75 million impressions with 6,770 click throughs. This is click through conversion of 12% is very good
- During the month of May they had a total of 1,115 leads generated from the websiteWe have agreed a lead value and the monthly value they achieved I over $1millionTheir cost per acquisition is approximately $1,300 for each car saleTheir online service fees are $1,200 per month
- Our client Flowerspot sells flowers online as well as provide wholesale flowers for walk in customers
- We provide them with PPC, SEO and Content marketing servicesWe add 5 pages per month and here are some examples of the content we writeFrom the Google analytic reports we can see which are the most popular pages
- We add 5 pages per month and one can see the steady increase in traffic rising to 300 visitors a dayOur content pages have generated 32,415 visitors using over 10,000 different keyword phrasesContent marketing is the best way to support your search engine optimization efforts
- In 8 months we have generate 7,042 leads from the websiteThey had 625 corporate contacts & 1,900 wholesale enquiriesTheir monthly budget is $1,000
- Our client is a local dentist whose did not believe that she could generate leads online with website marketing
- We provide classifieds ads service where we write and submit the adsWe track these for leads as well as for search engine resultsHere are examples of the ads we write
- We provide PPC, SEO content & classifieds ads servicesOur ongoing search engine optimization has created many valuable incoming links as can bee seen in the diagram on the rightThis screen shot of Google’s page shows that we have DR Cerny represented in the top 6 positions
- Every month she gets between 20 & 45 new bookings from the websiteMost of these patients then become lifelong clientsShe has now works two Saturdays a month to cope with the increase Her services cost in the region of $250 per monthHer cost to conversion of a client averages $10
- We target the keywords “luxury accommodation” which is a very competitive keyword phrase as we are competing against large accommodation directories
- Our strategy was to focus on content marketing and we add 4 pages a month to the websiteWe brainstormed with the client and came up with the themes that our content should target. Here are examples.If you click on the article map in the footer you will see that we write on the following subjects:Sports events in the areaHere we are targeting athletes who travel to this city to take part in major sporting eventsOur aim is to give them the information that they are looking for and then encourage them to make a booking at this upmarket apartmentWe cover all the major sporting calendar eventsThen we target all the holidays, festivals & concerts, romantic ideas, conferences and general information.We write content for all of these in order to get the best chance of increasing the leadsIn 2 years we have double the occupancy from 25% to 50% though the use of content marketing
- During this 2 month period our client had 58 inquiries for the accommodationTheir services fees are $400 per month and in the past year they increased there revenue from the website by $48,000Cost of acquisition is 10%
- Our client is a franchise paint store that provides paint products to paint contractors, hardware stores and the general public
- We provide them with PPC, SEO, content marketing and email marketing servicesHere are the results when you type “luxury paints” into Google.We have the top 2 positions and a PPC position on the rightWith this search engine coverage we get in the region of 50% of all the clicks
- Here we can see the results of the content marketing pages.The site received 6,867 visitors using over 1,400 different search phrasesOnce you achieve a top 3 position in Google your traffic will flatten out and the only way to get more targeted visitors is to provide them with information that they are looking for.Here are some examples of the content themes we write
- These are the 3 months results that we have achievedThey had 19 subscriptions to their newsletter19 leads for selling franchisesAnd 39 visitors contact themTheir monthly service fees are $1,200
- Our client Value is large logistics company that provides truck rental, freight services, logistics and warehouse materials handling
- This is a new client and we can see how our efforts have increased goal objectives in 6 weeksWe provide PPC, SEO & content marketing servicesThey have had 184 lead enquiries in 6 weeks, about 6 leads a day
- Their monthly service fees are $2,500
- Here are the results that our content marketing have achieved in a short space of timeOver 2,000 visitors using 634 different phrases to arrive at the website
- Here an IC needs to explain the importance of Social media in overall brand credibility
- Traditional Funnel and User Generated Funnel.