Women & Online Marketing: 25 Creative Tips

Today’s Agenda
I. Introduction
II. Review Company Goals & Objectives
I. What’s the Difference?
II. Choosing Measurable, Realistic Goals & Objectives
III. Discuss KPIs
I. Online Marketing KPIs
II. Steps for Implementing KPI Tracking
IV. Review Top 25 Online Marketing Tips
I. Content
II. Paid Search
III. Social Media
IV. SEO
V. Email
V. Online Marketing Plan Wrap-Up / Questions
VI. Free Site Assessment

Introduction
#WIB2013


#WIB2013

Did you know?


#WIB2013


#WIB2013

Building a Digital
Marketing Plan


Marketing Plan Overview #WIB2013

 Goals
 Objectives
 KPI Measurement
 Tactics


#WIB2013

Goals & Objectives


Goals vs. Objectives
 What’s the difference?
 Goals are broader outcomes you want to achieve
 Objectives are more specific outcomes for your business that are
measurable

 The bull’s eye example:
 Goal: I want to hit the target
 Objective: I will learn to shoot accurately so I can hit the bull’s eye


Choose Your Goals
Examples:

 Increase Revenue

 Increase Leads

 Improve Online
Visibility

 Improve Online
Reputation


Choose Your Objectives
 Examples:
 Improve average order value on-site by 5% [Increase Revenue]

 Improve on-site conversion rate by 10% [Increase Leads]

 Increase number of non-branded search terms ranking on
page 1 from 5 to 10 [Improve Online Visibility]

 Increase number of on-site customer reviews by 10% [Improve
Online Reputation]


Example Online Marketing Objectives
Goal: Increase Revenue Goal: Increase Leads
 Improve rankings of specific product categories  Improve rankings of specific product or service
 Increase referral traffic categories
 Increase organic keyword traffic  Increase referral traffic
 Increase rankings for strategic keywords  Increase organic keyword traffic
 Increase ranking for long-tail keywords  Increase rankings for strategic keywords
 Increase branded keyword traffic  Increase ranking for long-tail keywords
 Increase number of new visitors  Increase branded keyword traffic
 Increase number of returning visitors  Increase number of new visitors
 Increase geo-targeted keyword traffic  Increase number of returning visitors
 Increase conversion rate on top landing pages  Increase geo-targeted keyword traffic
 Increase conversion rate on specific product or  Increase on-site form completions
category pages  Increase conversion rate on top landing pages
 Increase number of social referrals  Increase conversion rate on specific product or
 Increase conversions from social referrals category pages
 Increase number of email referrals  Increase number of social referrals
 Increase conversions from email referrals  Increase conversions from social referrals
 Increase number of email referrals
 Increase conversions from email referrals
 Increase customer interaction with site


Goal: Increase Market Share or Goal: Increase Online Visibility
Penetration  Increase number of properties ranking for
branded keywords
 Improve rankings of specific product or
category pages  Increase rankings for strategic keywords
 Increase referral traffic  Increase rankings for long-tail keywords
 Increase organic keyword traffic  Increase geo-targeted keyword rankings
 Increase rankings for strategic keywords  Increase social sharing & engagement
 Increase rankings for long-tail keywords  Increase social fan/follower base
 Increase branded keyword traffic  Claim top spot for in paid search for branded
keywords
 Increase number of new visitors
 Increase number of email sign-ups
 Increase number of returning visitors
 Increase geo-targeted keyword traffic
 Increase social sharing
 Increase social fan/follower base
 Claim top spot for in paid search for branded
keywords


Goal: Improve Online Reputation Goal: Increase Local Market
 Increase number of properties ranking for Penetration
branded keywords
 Increase geo-targeted keyword traffic
 Increase social sharing & engagement
 Increase positive customer reviews on local
 Increase social fan/follower base business review/listing sites
 Increase branded keyword traffic  Increase traffic from mobile
 Increase number of new visitors  Increase fans/followers in location-based social
 Increase number of returning visitors networks, like foursquare
 Decrease negative sentiment in social channels  Claim top spot for in paid search on mobile
 Increase positive customer reviews devices
 Claim top spot for in paid search for branded  Increase referrals from local deals sites like
keywords Groupon or Living Social


#WIB2013

Key Performance
Indicators (KPIs)


What are KPIs #WIB2013
 Key Performance Indicators: Quantifiable metrics that reflect how well an
organization is achieving its stated goals and objectives.

 Trickle down effect
 Organization
 Goal: Be known as leading Marketing Firm in Healthcare Industry
 Objective: Secure 5 new Healthcare Engagements in Q1
 KPIs: # of Healthcare Leads Generated by the Web
 Team Member
 Goal: Same as Organization
 Objective: Increase Whitepaper downloads by 30% in Q1; increase referral traffic by 15% in Q1
 KPI: # of Whitepaper downloads; Weekly number of Tweets @ Healthcare companies; # of
Healthcare Blog Posts; monthly referral visits from Blog


Choose Your KPIs #WIB2013

 Phone calls
 Website Visits (organic, referring, direct, paid)
 Conversion rate
 Bounce rate
 Sales / Transactions
 Whitepaper downloads
 Form completions
 Social media referrals
 Social media conversions
 Engagements metrics (such as shares, likes, comments)
 Time on site
 Customer Support Requests
 Positive Reviews
 Shopping cart abandonment
 Keyword Rankings
 Specific Number of [blog posts] [content pages] [link outreach emails] each [week/month]


How to Measure KPIs #WIB2013

 Google Analytics
 Social Media Conversions
 Tracks how many forms came from people who visited a social site first – Last
Interaction vs. Assisted
 Event tracking
 Tracks how many people clicked on links (video links, page links, blog links)
 Goal tracking
 Tracks how many people filled out a form


How to Measure KPIs
 Call Tracking (changes phone number based on source of visitor)
 Google Adwords
 Conversion tracking
 Click Through Rate / Conversion Rate
 Click-to-Calls


How to Measure KPIs
 Keyword Tracking (rankings, visits, conversions)


#WIB2013

Tactics


Tips for Choosing the Right Tactics #WIB2013

 Make sure they relate to your objectives & goals
 Ex. Do not choose “social media contest” if your goal is to increase conversion
rate of your website

 Focus, Focus, Focus
 The narrower the focus, the higher the productivity

 Consider Your Timeline
 Need quick hitting success? Choose tactics that won’t involve a bottleneck.
 Looking for a long term impact? Make sure your team understands the end goal
and that they’re in it for the long haul.
 Ex. Driving More Traffic to the Blog, Getting more Facebook “likes”


Content Tactics
25. Host a webinar or a series of
informational videos

24. Design an infographic: go the extra
mile and collect your own data

23. Write a white paper

22. Inspire user-generated content & let
others create the content for you!


Content Tactics
21. Start blogging
 Establish yourself and your company as experts
 Create a place on your site for more engaging content
 Build the authority of your website
 Capitalize on long-tail search terms


Paid Search Tactics

20. Revisit Paid Search Landing Pages - send users to most relevant LP.
 Make sure it relates to the keywords you are bidding on!

19. Make sure ads have a call to action.
 It’s important to let users know what you want them to do next and
what they can expect when they click on an ad

18. Set up conversion tracking code in Google AdWords.
 Tying revenue to your efforts is crucial and can give you a clear
idea of ROI.

17. Use negative keywords to cut down on irrelevant searches


Paid Search Tactics
16. Review Locations & Hours in Campaign Settings.
 You can dictate when and where your ads show.
 Choosing locations & hours that fit your audience helps media
spend go much further!


Social Tactics
15. Use images whenever possible to grab your audience and build
engagement

14. Use social media to build relationships with industry influencers

13. Host a contest – this is a great tactic for Facebook and Pinterest

12. Offer coupons or special offers to your social audiences – they’ll
appreciate it and often times they’ll share your offer, which means more
visibility for your company


Social Tactics
11. Capitalize on current events and
trends
 Holidays & Events
 Oscar’s
 Super Bowl
 Etc…
 Trending or breaking news
 Memes
 Plan content themes
 Example: February – Heart Month
 Create an Editorial Calendar
 Be creative!


SEO Tactics #WIB2013
10. Build Local Pages & Optimize Site for Local terms
 Ex. Google Recommended Search (“doctors office in….”, “law firm in….”)
 Create pages for every office / location
 Embed Google maps, zip codes, city facts – anything that screams “local”

9. Optimize every page with a unique title & meta description.
 Use Google Webmaster Tools to easily identify duplicate titles / metas
 Change metas & titles easily in the backend of your website – make sure you have
access to your own website – SUPER important

8. Optimize Your Press Releases – great for including links back to your site & social
profiles (common tactic among large & small companies).
 PRWeb & PRNewswire are highly recommended
 Include AP distribution; allow you to include photos, videos & links

7. Create & Embed a video on one of your top landing pages
 Optimize video with relevant title, description, tags & link back to your site
 Dynamic content ranks well on Google – also a good way to drive up video views &
rank on YouTube (Second Largest Search Engine)

SEO Tactics #WIB2013

6. Choose one Theme / Category / Product on Your Site to Optimize
 Be VERY picky when nominating keywords
 SEO is a snowball effect – best ROI long term if you utilize best practices
 Choose keywords that convert well, have less competition & are highly relevant
 Ex. “Frames”
 “bicycle frames”, “picture frames”, “glasses frames”, “buy picture frames online”,
“12 x 14 inch picture frames”


Email Tactics
5. Aggregate Message Statistics
 Group opens, clicks, sends and revenue by theme to determine
what your audience really likes.

4. Set up Test for Email Subject Lines
 Determine what drives your audience to open.

3. Review Email Content & Create Engaging, Valuable Email
Messages
 If you wouldn’t be excited to receive a message, don’t send it.

2. Clean up Email Lists
 Never send email to users who have not opted into your messages.


Email Tactics
1. Implement Marketing Automation.
 High lead volume? Create triggered messages. This allows your
sales team to go after the most engaged prospects.


#WIB2013

Marketing Plan Wrap-up


Marketing Plan Wrap-Up #WIB2013

 Goals
 Objectives
 KPIs
 Tactics

Next Steps?
 Jumpstart discussion with boss / company executives
 Assign resources & timelines
 Meet weekly / bi-weekly to catch up on tactic status
 Meet monthly to review KPIs
 Meet quarterly to review progress
 What worked & what didn’t


Website Assessment #WIB2013

 Complete your slips & return to Fathom cup in back of room 

 Website Assessment:
 SEO review
 Metas, content, frequency, links, + more
 PPC review
 Spend analysis, keyword data, ad copy review
 Conversion review
 CTAs, forms, design, usability
 Social Media review
 Social profile optimization, frequency, sentiment
 Technical review
 Site speed, code checkup, + more

http://www.fathomdelivers.com/what-we-do/request-an-assessment/


Thank You!
#WIB2013

Jenni Ramminger
@JenniRamminger
jramminger@fathomdelivers.com

Stephanie Pflaum
@StephPflaum
spflaum@fathomdelivers.com

Amanda Jerele
@amjerele
ajerele@fathomdelivers.com


Women & Online Marketing: 25 Creative Tips

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