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How to Optimize your
Online Marketing Strategy
PSGLE 114
Turning Clicks Into Clients
Copyright Materials
This presentation is protected by US and International Copyright laws. Reproduction,
distribution, display and use of the presentation without written permission of the
speaker is prohibited.
© RLI Professional Services Group
Course Description
Marketing doesn’t have to be a difficult, expensive,
or time-consuming process. With the popularization
of online search engines as a means to quickly
obtain information, the majority of consumers
around the world turn to the internet first when
researching new products and services. This course
will teach you how to harness the power of the
internet to establish an online presence, drive
targeted traffic to your website that will convert
into new business, and keep your marketing costs
low by using cost-efficient advertising methods.
Make the web work for you!
Learning Objectives
Participants will:
Identify a target audience
Research niche long-tail keywords
Develop quality content
Distribute content through popular mediums
Identifying your Target Audience
Who?
What?
When?
Where?
Why?
Keyword Research
• Google your own service
• Ask friends to Google your service
• See how the top pages relate to the search terms
The Long Tail
Content Source: Worth of Web Blog
The Long Tail
• Average monthly searches
• Competition rating
• Suggested monthly bid
Keyword Planner
https://adwords.google.com/KeywordPlanner
Keyword Planner
Keyword Planner
Competitive Analysis
Competition Ratio = (Monthly Searches / Search Results Returned) *100
In Excel: =(B/C)*100
Competitive Analysis
Understanding the Algorithm
Content is King!
• Originality
• Quality
• Length
• Containing keywords
• Frequency
Content Avenues
• Blog posts
• Guest blog posts
• Email newsletters
• Social media posts
• E-books
• PowerPoint
presentations
• Podcasts
• Standard videos
• Micro-videos
• Live presentations
• Webinars
• White papers
The End Game
Define your goals before you begin!
The End Game
Landing
Pages
PPCSocial
Media
Blog
NewsletterVideo
Landing Page
• Short, direct, uncluttered
• Clear call to action
• Offer incentive to collect
email addresses
• Integrate social media
• Mobile friendly
Landing Page
Blogging
• Choose blogging
platform
• Select content
writers
• Create content
schedule
• Focus on the
customer’s point of
view
• Read and reply to
comments
Blogging
Newsletter
• Choose newsletter
platform
• Define content
strategy
• Keep it short and to
the point
• Establish frequency
• Comply with CAN-
SPAM
Newsletter
Pay Per Click
Benefits:
• Posting speed
• Keyword testing
• Return on investment
Pay Per Click
Image source: www.google.com
This concludes the Professional Services Group Learning Event
Laurel Tenuto, Client Risk Management Coordinator
Laurel.Tenuto@lrlicorp.com
Marie Bernier, Senior Risk Management Consultant, Professional Enterprise Risk Solutions
Marie.Bernier@rlicorp.com
THANK YOU!
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