The Executive’s Guide to a Cohesive Internet Marketing Strategy

The Executive’s Guide to a Cohesive Internet Marketing Strategy William Craig, WebpageFX Follow along in the back : http://www.webpagefx.com/PPT/

AGENDA Introduction Road Map Your Status Tactics Building Plan 4 3 2 1 5

WILLIAM CRAIG President, WebpageFX ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PRELIMINARY GOALS ,[object Object],[object Object],[object Object],6 MONTHS: • Redesigned and optimized • Double email recipients 1 YEAR: • 60% lead increase • Strong blog & social 2 YEARS: • Generate 25% more leads/sales than next competitor • Mind presence for industry 4 YEARS: • 2 year barrier on leadership sales/leads • Control 250 web properties

CURRENT STRENGTHS & WEAKNESSES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Industry Weaknesses • Social media laggard • No blog • Low website conversion rate • No usability assessment control • HiPPO web design decision • Leads not stored in CRM

COMPETITIVE ANALYSIS Tools: attentionmeter.com & webpagefx.com/seo-tools/spiderfx/ ✓ ✓ ✓ - Link Building ✓ ✓ ✓ ✓ - Search Engine Optimization ✓ ✓ ✓ ✓ Marketing ✓ - Product Image Enlarge ✓ ✓ ✓ ✓ - Order History ✓ ✓ ✓ ✓ - Sort by Price ✓ ✓ ✓ ✓ - Product Videos ✓ ✓ ✓ - Product Reviews ✓ ✓ ✓ ✓ - Live Chat ✓ ✓ ✓ ✓ Storefront Features Competitor 4 Competitor 3 Competitor 2 Competitor 1

STAKEHOLDERS & TARGET MARKET ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Business Market • Geographic Location • Size of Company • Annual Revenue • Number of Branches • Number of Employees • Industry • Age of Company Tools: adlab.msn.com & www.google.com/adplanner/

TACTIC: ORGANIC SEO ,[object Object],[object Object],[object Object],[object Object],Disadvantages • Duration Tools: webpagefx.com/seo-tools/spiderfx/

ORGANIC SEARCH: Things to Consider Chart by SEOmoz

ORGANIC SEARCH: Click Through Rates Chart by seobook.com

UNIVERSAL SEARCH ,[object Object],[object Object],[object Object],[object Object]

TACTIC: PAID SEARCH ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Disadvantages • High cost • Cost/competition increases • Longevity Tools: google.com/intl/en/adwordseditor/ & freekeywords.wordtracker.com

TACTIC: SOCIAL MEDIA ,[object Object],[object Object]

TACTIC: SOCIAL MEDIA ,[object Object],[object Object],[object Object],[object Object],Disadvantages • Lead generation • Time hog without strategy Note: Every social site is different. Tools: socialmention.com & hootsuite.com

TACTIC: EMAIL MARKETING ,[object Object],[object Object],[object Object],[object Object],Disadvantages • ROI negative on small or overused list • Lists can take years Services: icontact.com & myemailfx.com

TACTIC: EMAIL MARKETING Graphic by bluefountainmedia.com

TACTIC: CRO Graphic by kaushik.net

TACTIC: CRO ,[object Object],[object Object],[object Object],Disadvantages • Need traffic • Website might not support Tool: google.com/websiteoptimizer google.com/intl/en/websiteoptimizer/articles/topfiveelements.html

TACTIC: IMPROVED WEBSITE ,[object Object],[object Object],[object Object],[object Object],- B.J. Fogg, Ph.D., who led the Stanford study

TACTIC: IMPROVED WEBSITE ,[object Object],Old

OTHER TACTICS - HANDOUTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

HISTORICAL PERFORMANCE Chart by kaushik.net

ESTIMATED EFFECTIVENESS OPINION Chart by SEOmoz

TACTIC: ALLOCATIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Leads - Local PPC 40% SEO 25% Local Search 20% Email 10% Video 5%

TACTIC: ALLOCATIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Leads - National SEO w/ links 55% PPC 15% Email 15% Video 10% Blog 8% Social 7%

STRATEGY & BUDGET ALLOCATION ,[object Object],M Monthly Marketing Budget

STRATEGY & BUDGET ALLOCATION ,[object Object],Monthly Marketing Budget

VISIT OUR BOOTH! ,[object Object],[object Object],[object Object],[object Object]

CLOSING ,[object Object],William Craig - President, WebpageFX, Inc. [email_address] Office: 717-609-0362

The Executive’s Guide to a Cohesive Internet Marketing Strategy

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The Executive’s Guide to a Cohesive Internet Marketing Strategy