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Branding influences every interaction between a company and its customers. Effective branding conveys strength, quality, and trust. It goes well beyond the selection of a company name and logo; it is the reason why customers evangelize a company.In Webmarketing123’s Webinar, Creating an Integrated & Effective Branded Marketing Campaign, let us show you how to:- Define and assess your brand- Plan strategically- Tailor a creative approach- Implement your strategy- Measure and analyze the metrics
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Building Your Brand DigitallyLaunching an integrated and effective marketing campaign
Dial In: (516) 453-0014Access Code: 630-855-150
@Webmarketing123
#wm123
#wm123
Presentation Agenda
1 2011 Search Marketing LandscapeDetermining your budget for search marketing
2 Search Marketing and the Complex SaleHow search marketing adds value at each step of sales cycle
3 Strategies for User AcquisitionYouTube, Facebook, Remarketing, and more
4 Key TakeawaysBringing it all together: SEO, PPC, and Social Media
#wm123
Presentation Agenda
1 2011 Search Marketing LandscapeDetermining your budget for search marketing
2 Search Marketing and the Complex SaleHow search marketing adds value at each step of sales cycle
3 Strategies for User AcquisitionYouTube, Facebook, Remarketing, and more
4 Key TakeawaysBringing it all together: SEO, PPC, and Social Media
#wm123
Budgets for digital marketing initiatives are increasing both in absolute total, as well as their proportion of entire marketing budgets
1 The Digital Marketing Mix
Source: American Marketing Association, Forrester Research’s US
Interactive Marketing Forecast 2009-2014; Cambridge, Mass
#wm123
Specifically for online ad spend, budgets are increasing about 10% per year
1 US Online Ad Spend (Billions)
Source: eMarketer, Nov 2010
#wm123
Presentation Agenda
1 2011 Search Marketing LandscapeDetermining your budget for search marketing
2 Search Marketing and the Complex SaleHow search marketing adds value at each step of sales cycle
3 Strategies for User AcquisitionYouTube, Facebook, Remarketing, and more
4 Key TakeawaysBringing it all together: SEO, PPC, and Social Media
#wm123
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decisions
Purchase
Search marketing aims to broaden and shorten the sales funnel
2 Search Marketing and the Complex Sale
Introducers
Influencers
Closers
A
B
C
- SEO: Broad/generic keyword searches
- Display advertising
- Email marketing
- Social media
- Brand names
- Remarketing
- Search advertising
- Search marketing
- Model numbers
- Branded terms
#wm123
Presentation Agenda
1 2011 Search Marketing LandscapeDetermining your budget for search marketing
2 Search Marketing and the Complex SaleHow search marketing adds value at each step of sales cycle
3 User Acquisition StrategiesYouTube, Facebook, Remarketing, and more
4 Key TakeawaysBringing it all together: SEO, PPC, and Social Media
#wm123
Business People Are Watching More Video
Google Confidential and Proprietary
of business people say
they are watching more
online video today than
they were a year ago
83%
Source: Google and Forbes Insights “B2B Trends in Mobile & Online Video Study” December 2010
Q: I watch more online video today then I did a year ago. (Strongly agree, Agree, Disagree, Strongly
disagree, Don't know)
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Incorporating a Branded YouTube page was critical in creating an engaging environment where users could continue watching our videos and share them with peers
3a. Strategies for User Acquisition: YouTube
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Facebook helps companies build their fan bases through implementing unique, useful features such as FBML pages
3b. Building Brand Advocacy Through Social Media
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A form of display advertising in which specific ads are targeted to users who have previously visited our site, but did not convert
3c. User Acquisition Strategies: Remarketing
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Why It Works:
-Enables you to reach your website visitors with a fresh message tailored just for them – after they leave your site or PPC landing page.
- You can create remarketing lists that represent different parts of your
site (home page, product pages, or shopping cart). This allows for
specific targeting of qualified users.
Case Study Results:
- Leads from the remarketing program are approximately 40% cheaper than our search campaigns, $33 vs. $56
- Lead volume has increased significantly, with over half our total leads now coming through remarketing
For many of our clients, remarketing has been an effective means of producing high lead volume at a very cheap cost
3c. User Acquisition Strategies: Remarketing
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Implementing call analytics allows for the exact keywords that users searched on to be tracked. Your marketing campaigns can now be adjusted to cater to these highest quality leads.
3d. Call Tracking
Results:
- Avg. Length of Call: increased by 53 seconds
- Total Monthly Call duration: increased by over 150%
#wm123
Presentation Agenda
1 2011 Search Marketing LandscapeDetermining your budget for search marketing
2 Search Marketing and the Complex SaleHow search marketing adds value at each step of sales cycle
3 Strategies for User AcquisitionYouTube, Facebook, Remarketing, and more
4 Key TakeawaysBringing it all together: SEO, PPC, and Social Media
#wm123
Key Takeaways
Digital marketing has become a core piece of the overall marketing mix
A menu of “tools” can be leveraged, regardless of the marketing challenge
Creating engaging online experiences will be key in driving new user acquisition
Thank You!
#wm123
Thank you for your attendance today!
Contact Us for a Complimentary Digital Marketing Analysis
Custom Analysis includes:
- Digital Planning Session: learn how your business can drive revenue
growth through the web
-Competitive Report: find out where you rank against your top competitors
and what tactics they’re employing
- Keyword Analysis: detailing the keywords people are using to search for
your product or service
- Search Engine Friendliness Report: crawlability analysis of your site
Please contact:
Mark Powers
(800) 619 1570