Ryan Cormier's "Effective Marketing & Branding Thru Your Website" presentation from the June 14, 2011 Impact Your Business breakfast at Colonial Country Club.
3. Cold, Hard Facts. 57% of Americans use the Internet every day 33% of US consumers spend ≥ 3 hours online every day 46% of daily searches are on products & services 20% of monthly Google searches are for local businesses 60% of clicks go to the top 3 search results (Stats taken from HubSpot) www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
15. Start by asking yourself some basic questions: What is my #1 goal for this site? How am I going to reach that goal? What do I need my customers to know? How am I going to measure my ROI? Write down these questions and your answers. Then, take that piece of paper and… It All Starts With Strategy. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
17. Start by asking yourself some basic questions: What is my #1 goal for this site? How am I going to reach that goal? What do I need my customers to know? How am I going to measure my ROI? Let’s Have Another Look. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
18. Start by asking yourself some basic questions: What is my #1 goal for this site? How am I going to reach that goal? What do Ineed my customers to know? How am Igoing to measure my ROI? Let’s Have Another Look. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
19. Start by asking yourself some basic questions: What is my #1 goal for this site? How am I going to reach that goal? What do I need my customers to know? How am I going to measure my ROI? Let’s Have Another Look. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
20. Start by asking yourself some basic questions: What is my #1 goal for this site? How am I going to reach that goal? What do I need my customers to know? How am I going to measure my ROI? Let’s Have Another Look. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
21. Start by asking yourself some basic questions: What is my #1 goal for this site? How am I going to reach that goal? What do I need my customers to know? How am I going to measure my ROI? Let’s Have Another Look. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
22. Start by asking yourself some basic questions: What is my #1 goal for this site? How am I going to reach that goal? What do I need my customers to know? How am I going to measure my ROI? Avoid your needs at all costs. Users don’t care. Let’s Have Another Look. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
24. Start by asking yourself some basic questions: What is the #1 thing users need to get from the site? How am I going to fulfill that need? What do I need to know about users of the site? How am Igoing to make sure I’m on the right track? Let’s Try This Again. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
25. Start by asking yourself some basic questions: What is the #1 thing users need to get from the site? How am I going to fulfill that need? What do I need to know about users of the site? How am Igoing to make sure I’m on the right track? Now you’re focusing on the needs of the end user. Let’s Try This Again. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
26. The more you get to know your customers, the better you will be at meeting their needs. What is the age range of my customers? Are they mostly male? Female? Evenly mixed? Where are they located? What are they interested in? Knowing these basics will allow you to visually appeal to customers’ tastes. That being said, 2 things you absolutely must know about them are… Get To Know Your Customers. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
40. Search Habits: “I’m Ready To Buy” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
41. Search Habits: “I’m Ready To Buy” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
42. Search Habits: “I’m Ready To Buy” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
43. Search Habits: “I’m Ready To Buy” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
44. We talked about 4 main user search habits: “Just browsing” “Preliminary research” “Comparison search” “I’m ready to buy” Knowing where your customers fit in this purchase cycle is crucial to your online success! To Recap: www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
80. Often referred to as PPC, or Pay-Per-Click You can choose to pay for clicks or impressions Your ads are triggered by keywords in searches You can set & maintain a daily budget Available on major search engines: Google Yahoo Bing What Exactly Is Paid Search? www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
81. See results with any budget No long-term commitment: stop/start whenever Target users who are looking to buy Extremely measurable results Make changes/adjustments instantly Why You Should Consider Paid Search: www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
82. Setup a free Google AdWords account Start a new ad campaign Specify your: Desired daily budget & ad schedule Desired geographic reach Payment/bidding options Ad copy: headline, 2 description lines, display URL Desired keywords (ad triggers) All It Takes (Using Google For Example): www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
83. Keyword: Term or phrase that triggers your ad Cost-per-Click (CPC): Payment method where you only pay when a user clicks your ad Cost-per-Impression (CPI): Payment method where you pay any time your ad is seen Clickthrough Rate (CTR): # clicks your ad receives divided by its total # of impressions Quality Score: A measure of how relevant your ad, keyword or Web page is Terminology To Know: www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital
84. Track Your Leads! www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital A contact form will allow you to measure how many leads you are getting via paid search.