Hitting the Bulls-Eye In Internet Marketing All third party infographics appearing in this presentation are governed by Creative Commons copyright and Fair Use Doctrine.

and most importantly - PEOPLE Product Price Place Promotion

Integrated Marketing Communications

What do you feel is the most important element in an effective internet marketing program?

In Marketing There Is No Silver Bullet

Marketing does not have a finish line… http://www.flickr.com/photos/indieman

Founder & CEO of TRANCE Marketing Group www.trancemarketinggroup.com Partner & VP of Brand Development for Corvina Capital Consultants www.corvinacapital.com Advisory Board Member of Experiential Marketing Forum www.experientialforum.com Certified partner with Ecordia www.ecordia.com HubSpot Certified Inbound Marketer www.inboundmarketing.com/partners Contributing Author - The Power of Leadership (Being the Leader Producing Results) www.powerofleadershipbooks.com Troy L. Scheer Follow Me on Twitter: http://twitter.com/TroyScheerTMG Ecademy Profile : http://www.ecademy.com/user/troyscheer TRANCE Blog: http://trancemarketinggroup.com/blog

Demographics/Niches The Internet audience

Inbound Marketing Push vs. Pull Conversational Marketing Relationship vs. Transactional

Thomas Power – Ecademy www.ecademy.com yourBusinessChannel www.yourbusinesschannel.com

Inbound marketing focused businesses have a 61% lower cost per lead.

The State of Inbound Marketing Study conducted by:

#1 Inbound marketing channels deliver a dramatically lower cost-per-sales lead than outbound channels. #2 Blogs lead other social media categories in terms of importance to business. #3 Small businesses are most aggressively allocating lead generation budgets to blogging, social media and search engine optimization. HubSpot’s State of Inbound Marketing study offers three key findings:

Lead Generation Budget Spend PPC (paid search / AdWords), 15% Other, 23% Email Marketing, 10% Direct Mail, 8% Trade Shows, 11% Telemarketing, 11% Blogs/ Social Media, 10% SEO (organic / natural search), 12%

32% 42% 25% PPC Estimated Relative Cost/Lead/Channel SEO Blogs/Social Media Telemarketing Email Marketing Trade Shows Direct Mail Below Your Average Near Your Average Above Your Average 48% 38% 14% 55% 34% 11% 11% 29% 48% 22% 49% 40% 18% 26% 55% 24% 34% 41%

Percent of Leads from Each Source PPC (paid search / AdWords), 13% Other, 25% Email Marketing, 14% Direct Mail, 7% Telemarketing, 9% Blogs/Social Media, 8% SEO (organic / natural search), 16% Trade Shows,8%

Contextual vs Banner vs Video

Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers . The advertisements themselves are selected and served by automated systems based on the content displayed to the user. How contextual advertising works A contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on what the user is viewing. [1] The advertisements may be displayed on the webpage or as pop-up ads . For example, if the user is viewing a website pertaining to sports and that website uses contextual advertising, the user may see advertisements for sports-related companies, such as memorabilia dealers or ticket sellers. Contextual advertising is also used by search engines to display advertisements on their search results pages based on the keywords in the user's query. Impact Contextual advertising has made a major impact on earnings of many websites. Because the advertisements are more targeted, they are more likely to be clicked, thus generating revenue for the owner of the website (and the server of the advertisement). A large part of Google's earnings is from its share of the contextual advertisements served on the millions of webpages running the AdSense program. . http://en.wikipedia.org/wiki/Contextual_advertising

E-mail Marketing

Email Marketing Is Not… Junk email Unsolicited and unwanted email Email from an unknown sender Dubious opt-out (if any)

Make Connections Creating Valuable Email Content

The Basics of Valuable Email Content

Inform Getting Email Delivered and Read

Scanning Your Emails Before Sending

Grow Increasing Email Click-Through and Response Rates

DELIVERS

E-Mail Marketing Open and Click-Through Rates JULY 6, 2009 Please open. According to the “Email Marketing Metrics Report” by MailerMailer , 12.5% of unique marketing e-mails were opened in the second half of 2008. Spectacular Return on Investment (ROI) $1 spent = $45.06 ROI According to the Direct Marketing Association, every $1 you spend on email marketing generates a $45.06 return on investment – the highest response rate for all direct response methods.

How often e-mails were opened and clicked varied with the industry of the sender—and the size of the list. Messages delivered to small and medium lists had higher open and click-through rates than messages delivered to lists of 1,000 or more subscribers. Religious and spiritual organizations had the highest open rates among large lists, followed by telecommunications and travel companies. http://www.emarketer.com/Article.aspx?R=1007158

Your Comfort Is Always #1 Sherry Green 972-242-4800 214-502-9964 cell [email_address] www.anumber1air.com Incorporate Social Media Opportunities in your E-mail Signature

PPC/SEM

Five Steps to Effective Keyword Research The keyword research process can be broken down into the following phases: Phase 0 - Demolish Misconceptions Phase 1 – Create List of Short and Long Tail keywords Phase 2 - Value the keyword research tool Phase 3 - Finalize your list Phase 4 – Implement what you have Phase 5 – Analyze, analyze, test, and test some more

Your own keyword analytics data is the most valuable marketing asset of your company. The data contained in the keyword report from your Web-analytics application—which tells you how people are finding your site through paid and organic search—is much more valuable than traditional marketing data, such as customer surveys and demographics. Surveys and customer personas still have a place in online marketing, but keywords are a far more effective targeting vehicle, for several reasons: They're more accurate: Keywords are the precise way that customers use to look for the products and services in your industry; as such, they reveal specific desires and pain points. They provide more insight: With accurate data, you can calculate the return on investment for different keyword niches, which, in turn, provides insight into many other areas, such as determining which customer segmentations to pursue and in what order. They're usable: Your keyword taxonomy is a gold mine of data that you can directly rely on to build and optimize your pay-per-click (PPC) and search-engine-optimization (SEO) efforts. The truth is that you've probably heard a lot of this before. You already know that search marketing is important. What's frustrating is that most businesses, even those that embrace search as a marketing channel, fail to place the proper value on their keywords. The Value of YOUR Keywords

Traditional Keyword Tools Find Fool's Gold The Google Keyword Tool and other basic third-party keyword tools can help you build a starter keyword list, but overreliance on them puts you at a marked disadvantage in the competitive worlds of paid and organic search. Those tools provide the same generic, public data to everyone who uses them, including your competitors. They tell you nothing about which keywords are or could be profitable for your specific business, and their volume estimates are usually off by an order of magnitude. Strategy-wise, they're close to worthless. Turning Keyword Reports Into Profits You can use traditional tools to seed your keyword list, but the biggest mistake search marketers make is in failing to migrate away from this initial list by refactoring new keyword opportunities, as well as actual click and performance data derived from your keyword report. Tools such as HubSpot, Ecordia, Google Analytics or WordStream reveal exactly which keywords are driving traffic and conversions—decidedly more-valuable data. Continually leverage your newfound understanding of keywords by acting on it: Publish content optimized for the keywords that are currently converting and variations of those keywords. Bid more aggressively on keywords that convert, and hunt for long-tail variations of those terms to expand your paid-search efforts. * * * The more you grow your proprietary keyword list, and apply what you learn from the data, the more benefits you'll reap from search marketing. It's like investing all that cash you earned and collecting compound interest! When you recognize the importance of keywords and can react to the way potential customers respond to your site, your keyword data is that much more powerful, giving you a competitive edge and the opportunity to continually improve on your search-marketing results.

The Advantages of Multivariable Testing

In internet marketing, multivariate testing is a process by which more than one component of a website may be tested in a live environment. It can be thought of in simple terms as numerous A/B tests performed on one page at the same time. A/B tests are usually performed to determine the better of two content variations, multivariate testing can theoretically test the effectiveness of limitless combinations. The only limits on the number of combinations and the number of variables in a multivariate test are the amount of time it will take to get a statistically valid sample of visitors and computational power.

Multivariate testing is usually employed in order to ascertain which content or creative variation produces the best improvement in the defined goals of a website, whether that be user registrations or successful completion of a checkout process (that is, conversion rate ). Dramatic increases can be seen through testing different copy text, form layouts and even landing page images and background colours. However, not all elements produce the same increase in conversions, and by looking at the results from different tests, it is possible to identify those elements that consistently tend to produce the greatest increase in conversions. [1] 1 WilsonWeb.com , Conversion/Testing: 10 Factors to Test that Could Increase the Conversion Rate of your Landing Pages , by Sumantra Roy, 06/05/2007

Multivariate testing is currently an area of high growth in internet marketing as it helps website owners to ensure that they are getting the most from the visitors arriving at their site. Areas such as search engine optimization and pay per click advertising bring visitors to a site and have been extensively used by many organizations but multivariate testing allows internet marketers to ensure that visitors are being effectively exploited (i.e. Serviced) once they arrive at the website.

E-commerce

eCommerce Web Site Performance Today An Updated Look At Consumer Reaction To A Poor Onl