A Comprehensive Guide to Internet Marketing

1. Maximizing Your Online
Presence:
A Comprehensive Guide to
Internet Marketing
Greg Guenther, WebpageFX
Follow along in the back:
http://goo.gl/audIuo

2. Greg Guenther
Web Strategist, WebpageFX
Industry Professional:
4 years as internet marketer
8 years in web industry
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•
•
•
•
2013 Technology Company of the Year
2012 Business of the Year
#1 SEO (Heardable.com)
50 Fastest Growing Company
Inc. 5000 Representative

3. PRELIM INARY GOALS
3 MONTHS:
• 20% lead increase
• 10% cost increase
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

4. CURRENT STRENGTHS
& WEAKNESSES
Industry Strengths
Industry Weaknesses
• Age of website
• Social media laggard
• Number of links
• No blog
• # of pages of content
• Low website conversion rate
• Email distribution list
• No usability assessment control
• Web analytics history
• HiPPO web design decision
• Leadership buy-in
• Leads not stored in CRM

5. TACTIC: ORGANIC SEO

6. TACTIC: ORGANIC SEO
Advantages
Disadvantages
• High ROI
• Duration
• Low traffic cost
• Longevity
Tools: webpagefx.com/seo-tools/crawlerfx/

7. ORGANIC SEARCH:
Click Through Rates
Chart by seobook.com

8. ORGANIC SEARCH:
Things to Consider
Chart by SEOmoz

9. ORGANIC SEARCH:
Keyword Rich Content
Increase Search Traffic & Leads 10% to 40%

10. ORGANIC SEARCH:
Site/Server Cleanup
Other issues:
Duplicate Content
Multiple websites
Internal error pages
When optimized, can
result in 25% to 35%
increase in search
traffic

11. ORGANIC SEARCH:
Pe
In n
du alt
ci y
ng
Link Building
30% increase in traffic YoY

12. UNIVERSAL SEARCH
Maps Pro:
Perfect for local
Maps Con:
Requires an address

13. Local Search:
Google+ Business Page
Results:
50% increases in
organic search
traffic year over
year
A restaurant’s
reservations went
up 92.5% in 30
days after
implementation

14. TACTIC: PAID SEARCH

15. TACTIC: PAID SEARCH
Advantages
Disadvantages
• Fast traffic & leads
• High cost
• Geo-targeting
• Cost/competition increases
• Conversion funnel
• Longevity
• Devices and specific sites
(Ex. iPhone or YouTube)
Tools: google.com/intl/en/adwordseditor/ & freekeywords.wordtracker.com

16. TACTIC: PAID SEARCH

17. TACTIC: PAID SEARCH
Google Shop, Remarketing, and Dynamic Remarketing
Google Shop
Feed
Remarketing
Dyanmic
Remarketing

18. Paid Search:
A / B Testing
What to test:
•Headlines
•Body Text
•Links
•Keywords
Best practices:
•Test ad variations simultaneously
•Test one thing at a time
•Test early and often
•Pay attention to the data you collect
•Test your campaigns long enough for accurate
results

19. TACTIC: SOCIAL M EDIA
Establish a social presence through
top social media channels including
Facebook, Twitter, Pinterest, YouTube,
Google+, Flickr and much more
Actively engage with social media
users to foster new relationships that
compel them to purchase and move
them to recommend your site to others
To Download:
http://www.cmo.com/articles/2011/3/10/the-2

20. TACTIC: SOCIAL M EDIA
Advantages
Disadvantages
• Customer
communication
• Lead generation
• Brand exposure
• Time hog without
strategy
• Targeting
Note: Every social site is different.
Tools: socialmention.com & hootsuite.com

21. TACTIC: SOCIAL M EDIA

22. Social Media:
Case Study
•
65% increase in user engagement
on Facebook timeline and over
500% fan growth year to year (on
average Facebook advertising
provides 1 new Fan for every
dollar spent)
•
Google+ affects your search
engine rankings
•
Call to action pin button sees
80% increase in user
engagement
Pins related to trending topics see
an average of 94% increase in
click throughs
•
Shoppers referred by Pinterest are
10% more likely to buy
•

23. TACTIC: EM AIL M ARKETING

24. TACTIC: EM AIL M ARKETING
Advantages
Disadvantages
• Versatility
• ROI negative on small or
overused list
• Quality list, quality ROI
• Low distribution cost
• Lists can take years
Services: icontact.com & myemailfx.com

25. TACTIC: EM AIL M ARKETING
Graphic by bluefountainmedia.com

26. TACTIC: CRO
Graphic by kaushik.net

27. TACTIC: CRO
Advantages
Disadvantages
• If traffic, very high ROI
• Need traffic
• Lower cost than traffic
• Website might not support

28. CRO:
Case Study
Old site: 64
forms/year
Optimized: 50
forms/month
Results:
100% increase (doubled conversions)

29. TACTIC: IM PROVED WEBSITE
“People evaluate TV news and politicians
in the same way: presentation matters
more than substance. Why should we
expect the web to be any different?”
- B.J. Fogg, Ph.D., who led the Stanford study

30. TACTIC: IM PROVED WEBSITE
Old
New
Can result in a ~20% increase in search traffic and a ~20%
decrease in bounce rate

31. ESTIMATED EFFECTIVENESS
OPINION
Chart by SEOmoz

32. NUM BERS RULE! BE AGILE!

33. VISIT OUR BOOTH!
FREE website keyword scorecard:
http://www.webpagefx.com/seo-tools/crawlerfx/
You can download the PPT here:
http://goo.gl/audIuo

34. CLOSING
Questions?
Greg Guenther - Web Strategist,
WebpageFX, Inc.
greg@webpagefx.com
Office: 717-609-0362
Presentation: http://goo.gl/audIuo
Facebook.com/webpagefx
Twitter.com/webpagefx