New MediaNew Media

Marketing for GrowthMarketing for Growth

Heather BenderHeather BenderHeather BenderHeather Bender

Wayne BrassWayne Brass

Art MahoneyArt Mahoney

Customer Needs• What

are potential customers looking for online?

• Whereare potential customers finding information / are potential customers finding information / products / services they seek?

– Any Indirect Competitors?

• Does current or planned Internet Strategy provide answers to customer questions?

Information Sources

Rank Parent Audience (000) Reach (%) Time per Person

1 Google 157,000 79.73 1:56:14

2 Microsoft 136,753 69.16 1:59:59

3 Yahoo! 133,001 67.26 2:34:56

4 Facebook 117,109 59.22 6:59:15

Top US Companies – March 2010

4 Facebook 117,109 59.22 6:59:15

5 AOL 85,140 43.05 2:14:38

6 News Corp 74,921 37.89 0:52:14

7 Interactivecorp 71,260 36.04 0:14:57

8 Ebay 66,323 33.54 1:26:08

9 Amazon 64,170 32.45 0:24:46

10 Wikimedia Foundation 62,338 31.52 0:15:21

News Corp includes Fox, Wall Street Journal, MySpace, Hulu and others

Interactivecorp includes ask.com, match.com, citisearch and others

Search Engine Rankings

Rank Parent Searches (000) Share (%)

1 Google 6,387,932 65.7

2 Yahoo! 1,304,427 13.4

3 MSN/Windows/Bing 1,183,268 12.2

4 AOL 245,810 2.5

US Searches – March 2010

4 AOL 245,810 2.5

5 Ask.com 183,975 1.9

6 My Web Search 120,713 1.2

7 Comcast 52,011 0.5

8 Whitepages.com Network 29,868 0.3

9 Nextag 28,633 0.3

10 Yellow Pages 23,857 0.2

Search Results PagesPay Per Click (PPC)Pay Per Click (PPC)

Local Search (SEO)Local Search (SEO)

Organic Search (SEO)Organic Search (SEO)

Local Search (SEO)Local Search (SEO)

http://www.sbdctampabay.com/1542/googles-latest-changes-to-search-impacts-small-businesses/

Google Search Results Pages ChangeGoogle Search Results Pages Change

Bottom Line – Google is Changing Due to Impact of Social Media

Competitor Analysis

• What competitors do to attract & CONVERT customers?

• Who consistently appears in Search Results

for multiple terms on multiple search engines?

Tool Name Function Website

Website Grader Analysis of Search Engine Optimization http://www.websitegrader.com

Keyword Density Analyzer Detailed Analysis of on page text content

(keyword identification)

http://tool.motoricerca.info/keyword-density.phtml

Yahoo Site Explorer Analysis of incoming links http://siteexplorer.search.yahoo.com/

SpyFu Pay Per Click analysis of domain – understand

competitor Keywords

http://www.spyfu.com

How Do Customers Find Information?

• Common Search Terms

• More Detailed Search

Terms

Keyword Monthly Searches

consultants tampa 6600

tampa consulting 6600

consultant tampa 5400

computer consulting tampa 720

tampa it consulting 480

marketing consultant tampa 390

legal nurse consultant tampa 210legal nurse consultant tampa 210

financial consultant tampa 210

tampa marketing consultants 210

it consultants tampa 170

Three Pillars of Web Design

MarketingMarketing

DesignDesign FunctionalityFunctionality

Building Toward Conversions

• What Generates Customer Actions?

• What Type of Action Can We Reasonably

Expect?

• What will Influence the Conversion Rate?• What will Influence the Conversion Rate?

No Amount of SEO, PPC, Social Media or Email No Amount of SEO, PPC, Social Media or Email

Marketing can overcome a Website that does Marketing can overcome a Website that does

not convert customers!not convert customers!

Content Management SystemsWeb application used to manage & control web material

• Essential/standard for all modern websites

• non-technical users can create / update / maintain contentmaintain content

• Integration made easy(Plugins/Add Ons, Social Media, RSS, forms, sales)

• FREE – “Open Source Solutions”

– Joomla, Drupal & WordPress very popular

Social Media Do’s and Don'ts

DODO

• Focus on interaction

• Be a real social media user

• Use the media for it’s

DO NOTDO NOT

• Try to be everywhere or for

everyone

• Grudgingly spend time• Use the media for it’s

intended purpose

• Go light on selling or

promotional messaging

• Try to game the system

• Blatantly advertise a product

or service

Social Media Strategy

• Do not expect to DIRECT SELL

• Have a long term plan to engage and convert

• Very long customer engagement cycle

• You MUST be actively engaged in order to

succeed

• Do NOT waste time trying everything to find the

“magic bullet”

PPC – Strategy

• Start with one provider, but use all if possible

• Conduct analysis of competitors campaigns

• Plan and test keyword combinations

– Target quality keyword phrases, not quantity

• Continually analyze performance

– Impressions, Click Through Rates and ROI

• Find a Niche

Strategic Keyword Selection

Keywords CPC

Global Monthly

Search Volume

tampa florist $3.47 6600

tampa florists $3.36 5400

florist in tampa $3.74 1000

tampa flower shop $3.02 880

tampa flower shops $3.59 720

tampa wedding flowers $2.03 320

• Highest Search Volume

for Generic Terms

• Strategic Campaign

Optimization for

Maximum ROItampa wedding flowers $2.03 320

tampa bay florist $2.40 260

flower shop in tampa $3.03 210

wedding florist tampa $0.05 170

florist new tampa $0.05 140

wedding florists tampa $0.05 91

wedding flowers in tampa $0.05 36

wedding florist in tampa $0.05 12

Maximum ROI

170+91+36+12 = 309

$0.05 * 309 = $ 15.45

$2.03 * 320 = $ 649.60

http://adwords.google.com/

Email Marketing

• Direct Marketing using email including:

– Relationship building with current or previous customers

– New customer acquisition (BEWARE OF SPAM)

– Convincing current customers to purchase immediately

– Advertise in e-mails sent by others– Advertise in e-mails sent by others

Advantages Disadvantages

Relatively low delivery cost SPAM

ROI easily tracked Spam predates legitimate

Short delivery time Difficult to distinguish spam and legit

Can PUSH a message actively Low delivery rates (spam filters)

Result Analytics (open rates, click through) Compliance with CAN-SPAM

3 Techniques That Make a Difference

• Use Segmentation to Send ONLY Relevant Messages

– “Stop Blasting Emails to Your Entire Contact List!”

• Keep Your Email Marketing Consistent and • Keep Your Email Marketing Consistent and Predictable

• Include Multi-media Along with Your Email Marketing

Content in this slide came from a free report provided by Infusionsoft – delivered via download (upon

registration) & promoted through “sponsor” email.

Outsourcing Electronic Media

• Understanding Competencies of Vendors

– Knowing more that you does not necessarily make them an expert in everything you need

– Unregulated disciplines with very low barrier for – Unregulated disciplines with very low barrier for entry

• Everything Must be Detailed

– Vendors can only build towards requirements

• Get Multiple Quotes

• Make Sure they Understand YOUR Strategy

Questions?Questions?

Thank you!!Thank you!!

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