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How to Develop a Successful Online Marketing Strategy
presented by parallel interactive communications
20 may 2010
goals for today
•
Self-evaluation :: What am I doing now? How well?•
Evolution of online marketing•
The marketing pyramid Level 1 :: Core (the basics)
Level 2 :: Interactive (social media)
Level 3 :: Dynamic (thought leadership)
•
The basics + social media + thought leadership = 360 degrees of success
•
Questions and answers
expectations for today
•
Ask questions …
everyone learns that way•
No one has all the answers …
success is knowing where to find them
•
Social media is a marathon not a sprint …
pace yourself•
Commit to learning something new today …
and every day going forward
•
Technology is only scary if you make it scary ... so don’t •
Don’t reinvent the wheel if you don’t have to …
learn from others’
mistakes and success
evolution of online marketing
the marketing pyramid
DYNAMIC
INTERACTIVE
CORE
Dynamic• Innovative content
highlighting unique research, industry surveys, new technology
• Advanced social media• Fully integrated, multi-
channel 360 degreemarketing initiatives
Core•
Corporate website•
eNewsletter•
SEO •
Online advertising
Interactive•
Basic social media•
Custom websites •
Smart phone applications•
eCommerce•
Advanced online advertising
•
Advanced SEO
the marketing pyramid :: core
•
Purpose(s)Establish core online presence
Satisfy due diligence requirements of target audiences
Create periodic touch points with target audiences
•
Information: static•
Resources: minimal to moderate•
ComponentsCorporate website
eNewsletter
SEO (search engine optimization)
Online advertising
website :: the basics
Site Analysis :: Your Site vs. Top 5 Competitors•
HomepageDynamic with movement, clear directives, focused
•
Navigation Hierarchical, defined by audience, easy to use
•
Content Clear, concise, tiered, SEO friendly, definitive call to action
•
Design Consistent with brand, value added visuals, interactive elements, alternate learning paths
•
Analytics Tied to audience and call to action, measurable conversions
Chipotle
inspiration :: three very cool websites
Getty ImagesCNN
website :: the basics
•
Other QuestionsDo you have measures of success defined?
•
What are the conversion paths?
Do you have an online calendar?
Who is the editor of your website?
•
Who manages content creep, voice/tone, consistency of content depth and adherence to core messaging?
Who manages the update cycle?
•
Is it timely? Is it systematic or random?
How often do you review your website statistics?
eNewsletter :: the basics
•
Questions to AskQuality of your email list
Consistency of eNewsletters (design, content, technical issues)
Frequency of eNewsletters
Tracking between online initiatives for bumps in online traffic
ROI measures
•
Levels of eMail
Services ConstantContact
GoDaddy
VerticalResponse, BlueHornet
eNewsletter Samples
SEO do & don’ts :: the basicsExcerpts from “Search Engine Optimization (SEO) Do’s and Don’ts, by Colin Greig
Full article available on blog.parallelic.com
DO
evaluate your competition thoroughly. What keyword statements are they targeting; how well are they ranking?
DO
create a thorough keyword strategy that is well researched for your market position, domain expertise and target audience. Include in your keyword strategy long-tail keyword phrases to be used in the various website tags as well as website copy.
DON’T
stuff your content with too many keywords to trick the spider into increasing your ranking. It can get you penalized and removed entirely from the search engines!
DON’T
focus on the keywords you associate with your business. Consult with an expert or speak with your customers. What keywords would *they* search for if they were looking for a solution to their businesses problems?
DON’T rip off and duplicate someone else’s content. Search engines keep a history of website content and if they detect another site’s copy on your website, they will dismiss your webpage with their “duplicate content filter”, preventing it from ranking.
SEO do & don’ts :: the basics
DON’T
try to squeeze your entire website onto a handful of pages. The more pages on your website, the more opportunity for your to keyword optimize and rank.
DON’T
over-optimize your content, turning your site into mucky keyword spam. This will increase your bounce rate and reduce your lead generation capability.
DO
write professional copy with the goal of converting website visitors into prospects.
DO
write a professional, keyword rich META-DESCRIPTION for each of your pages.
DO
use your keyword statements in the header tags on each webpage. (H1,H2,H3,H4,H5 and H6)
DO
add image “ALT”
attributes to all of your images. Write what the image is about and include a keyword or two.
SEO do & don’ts :: the basics
DO
use keywords in the ANCHOR TEXT of links within your website.
DO
submit your website to industry specific, quality directories.
DO
submit your blog & RSS feed to blog directories.
DO
write articles for authoritative websites within your industry in exchange for a link back to your website.
DO
submit your press releases to PRWEB.
DO
make use of the viral effects from social news and networking sites by submitting and voting for your content.
DON’T
point all of your links to your homepage. Request they point to particular pages & sections within your website to boost the ranking ability of those particular pages as well as increase your “deep link ratio”.
the marketing pyramid :: interactive
•
Purpose(s)Leverage core online presenceGenerate high quality leads and/or strong revenue streamBuild brand recognition with two-way communication with target audiences
•
Information: interactive•
Resources: moderate to high•
ComponentsBasic social media (blog, twitter, Facebook, myspace, Linkedin)*Custom websites (mobile, micro-site)Smart phone applications (iPhone, Blackberry, Droid)eCommerceAdvanced online advertisingAdvanced SEO
blogs :: the stats
•
55%
more website
visitors for companies that blog
•
97%
more inbound
links for companies that blog
•
434%
more indexed
pages for companies that blog
blog :: bia san diego
•
Builds a two-way communication channel between BIA staff and members
•
(+ website) Blog is most cost effective way to communicate to members; ‘green’; solved problem of discontinued print publications
•
Q1 2010 13,421
unique visitors (+46%) 17,916 total visitors (+12.7%) 92,108
page views (+140%)
•
Currently main communication
•
BIA is building on eNewsletter
and blog success; launching integrated 360 initiative early 2010 to complete migration to online-only communications
blog :: parallel insight
•
Builds two-way communication channel with current and potential clients
•
Goal is to distill avalanche of online marketing articles
(blogs, tweets, seminars, etc.)
into digestible, valuable information for clients
•
Soft launch 9.1.09;
official launch 01.01.10
•
April 2010 4,588
unique visitors 8,814 total visitors 14,201
page views
•
Blog will be centerpiece of thought leadership campaign;
tightly integrated into
cohesive 360 marketing initiative
top 10 social networking sites
facebook :: the numbers
•
5,000,000,000 ::
The number of minutes spent on Facebook
each month
•
25,000,000,000 ::
The amount of content (web links, news
stories, blog posts, notes, photos, etc.) shared each month on Facebook
•
If Facebook
were a country, it would be the 4th
most populated
in the world, just ahead of Indonesia
facebook :: honda usa
•
Innovative campaign leveraging social media as leading tool
•
Commercials direct consumer straight to Facebook
page
•
Corporate site flash also does
•
Interactive video used to create movement + real life testimonials; creates fun ‘game-like’
iphone
app; very effective
•
Huge response; using advocates of the product ‘proven’
to sell their high quality product
•
Could easily translate to the tech market
facebook :: audi usa
•
Audi keeps marketing and social websites entirely separate from one another
•
Corporate site :: sells cars•
::Shows video for ‘feel’Asks fans market data questionsvia poll and surveyContains forums for two way communication
facebook :: resources
“How to use Facebook
for Business”
by HubspotStep-by-step setup instructions
How to promote your Facebook page
Facebook groups vs. Facebook pages
Advertising on Facebook
All resources posted on blog.parallelic.com
twitter :: the stats
•
300 :: The number of followers of an average twitter account today; in July 2009 it was 70
•
173 :: The number of people an average account follows; in July 2009, it was 47
•
35,000,000 ::
The average number of tweets per day on
twitter.com; up 1400% from 2009
twitter :: how do you compare
Name Rating Ranking Followers Following Updates
Target 99.8/100 7,721/
6,988,574
19,106 40 416
Oprah 100/100 5,043/
5,460,974
3,551,108 194 117
twitter :: how do you compare
Name Rating Ranking Followers Following Updates
Todd Gloria 96.2/100 264,861/
6,988,763
792 399 679
Tipton Honda
93/100 473,793/
6,988,763
701 1,125 18
twitter :: resources
•
“How to use twitter for Business : A Beginner’s Guide”
by Hubspot
How to set up an account
How to follow/be followed
twitter for marketing
twitter for public relations
•
http://bit.ly
(browser tool to shorten your tweet urls)•
http://twitter.grader.com
(how you are doing? re: everyone else)
All resources posted on blog.parallelic.com
linkedin :: the stats
•
65,000,000 ::
The number of LinkedIn members
•
200 ::
The number of countries and territories in which LinkedIn members are found
•
50% ::
The percentage of LinkedIn members who are decision
makers or have influence in the purchase decisions at their companies
•
Executives from all Fortune 500
companies are LinkedIn
members
linkedin :: wealth management marketing
•
Great example of layered use of Linkedin
Blog Corporate website Facebook page twitter Webinar
•
True thought leadership:
social media for financial industry
•
Shows knowledge by implementation of best practices
linkedin :: resources
•
“Create an Effective Marketing Plan: The 3 Minute Marketing Association”
by Kristen Luke
http://www.viddler.com/explore/kristenluke/videos/7/24.991/
•
“Linkedin: 22 Ways to Dominate”
http://www.slideshare.net/jaybaer/linkedin-22-ways-to-dominate
•
“Communication in the Digital Age: It’s All About Socializing, Sharing and Creating”
by Marco Derksen
http://www.slideshare.net/marketingfacts/linked-1146960
All resources posted on blog.parallelic.com
namechk :: social media tip
•
www.namechk.com•
Check most social media sites for your preferred name
•
Get a brief description about the participating social media sites
•
Go directly to the site and register to protect your name
All resources posted on blog.parallelic.com
the marketing pyramid :: dynamic
•
Purpose(s)Leverage core online presence and interactive initiatives
Establish brand and/or company executives as thought leaders
Leverage thought leadership achievements to enrich and solidify two-way communication with customers
•
Information: dynamic and interactive•
Resources: high•
ComponentsInnovative content highlighting unique research, industry surveys, new technology (eBooks, webinars, podcasts)*
Advanced social media (twitter, Facebook, Linkedin, YouTube)
Fully integrated, multi-channel 360 marketing initiatives*
thought leadership :: definition
Thought leader
is a buzzword or article of jargon used to describe a futurist or person recognized among peers and mentors for
innovative ideas who demonstrates the confidence to promote or share those ideas as actionable distilled insights (thinklets).
Thought leadership is an increasingly vital driver of business success.
The term was first coined in 1994, by Joel Kurtzman, editor-in-chief of the magazine, Strategy & Business.
The term was used to designate interview subjects for that magazine who had contributed new thoughts to business.
why thought leadership?
Excerpt from “Why Thought Leadership Is Your Most Valuable Asset”, by Jon MIllerFull article available on blog.parallelic.com
•
Thought leadership is one of the most valuable assets your brand
can attain
•
Thought leadership can help develop deeper relationships with your customers by engaging them in non-sales, industry-relevant conversations
•
Thought leadership can establish you as the ‘go-to’
source for research, insight and interpretation of the latest news and trends
•
Thought leadership can build trust among prospective customers so when they do buy, they will want to purchase from the ‘leader’
in the industry
thought leadership :: how to make it work
•
Have a plan that integrates all three levels of the marketing pyramid –
core, interactive and dynamic•
Be committed and consistent in your efforts •
Develop unique contentCreate original research on emerging industry topics
Provide valuable insight and analysis on topical industry topics
Be a solution to specific problems
•
Maximize the impact of your work by utilizing the power of online tools (blogs, eBooks, webinars, eNewsletters, twitter, LinkedIn, etc.)
eBook must read :: viral marketing
additional resources
•
“22 Tools for Social Media”
(with examples) by Pet Kim •
“10 WordPress
Blog Plug-ins to Promote Your Social Media Profiles”
by Selena M Bowlby•
“5 Advanced Social Media Strategies for Small Businesses”
by Samir
Balwani
•
All articles are available on blog.parallelic.comNew articles posted each weekSign up for twitter to be notified – parallelicBlog Editorial Calendar
•
June 2010 –
Social Media :: Tips & Tricks•
July 2010 –
eNewsletters :: What Works•
August 2010 –
Thought Leadership :: eBooks
contact parallel interactive
•
Parallel Interactive Communications•
Corporate site :: www.parallelic.com•
Blog :: Parallel Insight :: http://blog.parallelic.com
•
Steve Saars•
Chief Marketing Strategist•
619.507.8278•
http://www.linkedin.com/in/stevesaars
•
Lisa Marie Shaul•
Partner, Client Services•
619.894.2333•
http://www.linkedin.com/in/lmshaul
