So you've got the different internet marketing components down. How do you put them all together? We'll show you how to take the various pieces and parts and put them together to create a complete online marketing strategy.

1. THE
KARCHER
GROUP
+ WEB MARKETING: PUTTING IT ALL TOGETHER

2. 1.
Intro
& Recap

3. • Web Marketing
• SoMe
• Multimedia Trendz
• Content is King
• Email Marketing
• Putting it All Together

4. PUTTING IT ALL
TOGETHER:
1. INTRO & WEB MARKETING RECAP
2. HOW TO PUT TOGETHER A COMPLETE STRATEGY
3. SETTING BUSINESS GOALS
4. SETTING ONLINE STRATEGIES
5. DETERMINING TACTICS TO ACHIEVE STRATEGIES
6. SOME EXAMPLES
7. TAKEAWAYS, Q‟S AND A‟S & CLOSE

5. CONVENTIONAL VS.
UNCONVENTIONAL

6. + CONVENTIONAL
• Safe • Expected
• Easy • Fearful
• Quick • Cliché
• Traditional • Fragmented
• Comfortable
• Unquestioned

7. + UNCONVENTIONAL
• Educated • Energy
• Creative • Thrilling
• Curious • Aggressive
• Mysterious • Adventurous
• Fascinating • Surprising
• Informative • Integrated
• Effort

8. IT‟S NO LONGER LINEAR

10. 2.
Setting
Business Goals

11. “The stuff that
makes money
and helps grow a
business.”

12. + What is a Business Goal/Objective?
• Big thinking, long-term results and
achievements
• Business objectives drive the
strategies and tactics

13. + How to Put Together a Cohesive
Strategy
• Start with the “big picture” objective
• Think “inverted pyramid”
• DON‟T start with Facebook

14. Broad
Business Goals
Strategies
Tactics
Specific

15. RESEARCH
RESEARCH
RESEARCH

16. + Research Questions
• What are your business objectives?
• Who is your audience(s)?
• How does your website currently serve
these objectives and audiences?
• Who are your ONLINE competitors?
• What keywords are users searching to
find your business?
• Understand your ROI by audience and
product

17. SWOT

18. + Sales Funnel
Lead
Opportunity
Proposal
Sale

19. SET
GOALS

20. Short Term Decisions
Long Term
Decisions

21. 3.
Setting
Strategies

22. “If you can’t
measure it, you
can’t manage it.”

23. + What is a Strategy?
• A plan to meet a business
objective
• A “roll-up” of initiatives and tactics
• What you choose to do is as
important as what you choose not
to do
• Is your ROI potential defined?

24. + What is a Good Strategy?
• Know your audience
• Provide a clear direction
• Make a connection with the
objective
• Set achievable goals
• But, know when to stretch

25. + Strategy Statement
“Build out Truck Accessories
section of website to be targeted
toward buyers at trucking
companies.”
“Create local awareness for
PRODUCT with AUDIENCE.”

26. + Every Strategy Needs a Goal
“Increase sales of online Truck
Accessories by 10% in 2012.”

27. + Tips for Good Goals:
• Goals must be measurable and
trackable
• Use analytics software, such as
Google Analytics
• Set benchmarks
• Measure early, measure often

28. 4.
Determining
Tactics

29. “Success lies in
nuance.”

30. FINALLY! FACEBOOK!

31. + What are Tactics?
• The ideas and actions necessary
to meet the goals of a strategy and
achieve the objective
• Tactics can be tracked, reported,
and adjusted
• Tactics are specific
• Use channels to implement tactics

32. + What are channels?
• SEO
• Social Media
• Email Marketing
• Content Marketing
• PPC
• And more….

33. + Tactical Considerations
• Do you have the staff or
partner to execute?
• Can you scale?
• Do you have the
infrastructure to create
success?
• Do you have reporting
worked out?

34. + Tactics
“Add six pages of content to the Truck
Accessories section of the website.”
“Optimize the entire Truck Accessories
section of the site.”
“Run a Facebook promotional contest
to increase number of fans.”

35. + Case Studies

36. + Joie de Vivre
Challenge:
Build a business from scratch with a site/new
domain
Solution:
Design, SEO, Link Development, Content

37. + Joie de Vivre
Results:
April 2011-Jan 2012
• Overall search traffic up 749%
• Search traffic up 2,180%
• Link traffic up 593%

38. + Allen Keith
Challenge:
Increase rankings and conversions to the site
Solution:
Search Engine Optimization

39. + Allen Keith
Rankings in Google:
Three months after going live with SEO
• Ohio Fire Restoration - #5
• NE Ohio Home Repair - #2
• Mahoning Flood Damage - #1
• Carroll Home Restoration - #1
• Holmes County Home Repair - #1
Conversions also increased by 25% during the same time period.

40. + Spangler Candy
Challenge:
Retain conversions while reducing PPC spend
Solution:
Pay-per-click

41. + Spangler Candy
Results:
Jan-Feb 2012
• PPC monthly spend dropped from $15,000
to $7,000
• Conversions increased from 330 to 535
• Cost per conversion went from $47 to $12

42. + Bob Evans Farms
Challenge:
Bob Evans‟ Facebook page lagging behind
competitors
Solution:
Facebook “like” campaign and customer
engagement

43. + Bob Evans Farms
Results:
4th Quarter 2011
• Fans up by 45,000 in 90 days
• $15,000 investment in Facebook ads
Case study here:
http://socialfresh.com/how-to-increase-
edgerank-in-the-new-facebook-timeline/

44. 5.
Takeaways
& Qs „n As

45. + Takeaways:
• Think “inverted pyramid”
• Do your research first
• Facebook is not a strategy or objective!
• Be specific – set measurable goals and
timeframes
• Make sure you can track & report it…
then analyze and optimize

46. THANK
YOU
Any Questions?
Aaron Geh • aaron@tkg.com