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Online Marketing Best Practices
AgendaIntroductionsChanging Marketing LandscapeHot Topics
Search Engine OptimizationSocial MediaMeasuring Results
Questions
2 WebsiteBiz
About Us WebsiteBiz is a Results-Driven Interactive Marketing Agency
○ Founded in 1997○ Headquartered in Charlotte, NC○ Partial Client List:
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Overview
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What We Do
Strategy and Research○ Online Market Research○ Competitive Analysis○ Benchmarking and ROI analysis
Online Marketing○ Search Engine Optimization○ Paid Search Marketing○ Social Media○ Display Media Buying ○ Email Marketing ○ Web Design and Usability
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Overview
Web Design & Usability
Search Engine
Marketing
Email Marketing
Display Media
Research & Planning
Goals/Metrics
Media Consumption vs. Ad Spend
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Marketers close the gap and align $ with behavior
Gap in time spent vs. $
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Industry Snapshot
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Display Media Shifts
% Change in ad spending 2007 vs. 2008 year over year
Industry Snapshot
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Search Volumes Grew in 2008
Industry Snapshot
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Social Media Ad Spending Growth
Industry Snapshot
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Online Video Goes Mainstream
Industry Snapshot
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Top 5 Questions from B2B Marketers
1. What are the best tactics?2. How to do I measure results3. Where do I start?4. How to budget $5. DIY vs. Outsourcing
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Why is online marketing important
to your business?
Start with the Basics
Marketers Doing Marketing
People Blocking Marketing
Can-Spam Act = Law
Pop-Ups
Rethinking Marketing
Outbound○ Telemarketing○ Trade shows○ Direct mail○ Email blasts○ Print/TV/radio
ads Interruption
Inboundo SEO / SEMo Bloggingo Social Mediao Free tools/trialso Viral videos
Permission
Buyers Start Online in Search
Q: Where did they lookfirst when making buying decisions?
98% Search on Google
Anatomy of a Google Search Results Page
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Organic Listings(SEO)
Paid Listings (PPC)
SEO – What and Why
SEO refers to techniques that help yourwebsite rank higher in the organic/naturalsearch results
Algorithms determine ranking SEO helps more people who are looking for
your product or service find you.
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SEO Foundation = Scalable
SEO
LinkingInbound & Internal
Content & Keywords Customer Focused
Relevant & Accessible
Technical FoundationSite Accessibility
Navigation & Code
What is Good SEO Content?
Good Content speaks to your audience…○ Solves problems○ Answers questions○ Provides Information
While keeping search engines “in mind”
Search Engines
Your Customer
Types of Good B2B Content
B2B customers go online to seek knowledge and thought leadership
Focus and make your content visible○ Blog Posts○ White Papers○ Articles○ Press Releases
Google - Keyword Research Tool
Where to Use Keywords in Your Content
Site-wide○ Title tags○ Meta Descriptions○ URL Structure○ Product Image Tags○ Headlines○ Anchor Text Links○ Body Text Copy
Linking - Defined
Inbound Links○ Web pages that
link to you○ Quality & Industry
Internal Links○ Linked pages within your site○ Link Anchor Text - text that is in the link○ “Flash” content is not linkable
Inbound
Internal
Link Building Tips
Vertical Directories (Business.com) Partners Content is king
○ Start a blog○ Create a tool
(Energy savings calculator)○ Other: viral videos, photos
Press Releases Social Media
Types of Social Media
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Social Media
Social News UGC Sites
Social Networking
Create a “Customer-Centric” Blog
Blogs = the “Swiss Army Knife” of Social Media Strategy
Wordpress.com - #1 Blog Platform for SEO Demonstrate thought leadership & offer relevant
content1. No white papers, press releases or sales pitch2. Provide easy access to contact information3. People subscribe via RSS
1. Create a Company Profile○ Post events, white papers, news○ Maintain and update
2. Create and Use Groups○ Industry topics○ Associations○ Trends ○ Product
3. Seed the groups with members○ Encourage employees, alumni, partners, customers to join○ Provide time for employee to spend on the tool○ Coach your employees to answer questions and offer input
Using LinkedIn for Business
1. Make Your Profile Client-Focused2. Choose Connections Wisely3. Get Connecting4. Use “Search” to find
potential customers5. Give Testimonials
to get them
LinkedIn for Executives
You write and read messages of up to 140 characters
The messages (aka tweets) are public,and you decide which accounts you want to receive messages from
Twitter works equally well from your desktop or mobile phone
How Does it Work?
Build relationships on Twittero Follow industry leaders (@Dell, @Starbucks)o Listen for comments about youo Respond to comments and queries
Ask questions Post links to things people would find
interestingo “Retweet” messages you would like to share
Use a friendly, casual tone Don’t spam people
Using Twitter for Business
Social Media-Viral Content
LinkingInbound & Internal
Content & Keywords – 25% Customer Focused
Accessible
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SEO Foundation = Scalable
SEO
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What should you track?○ How People arrive at your website○ How they navigate your website○ How they find information on your website○ How they value your website content○ How they respond to calls-to-action
Don’t Forget to Measure Results
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Important B2B Calls to Action
Things like…○ Download White Papers○ View a Video○ Read a Case Study○ View a Demo○ Register for a Webinar○ Subscribe to an email newsletter
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Providing Answers to Difficult Questions
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Use Google Analytics○ It works○ It’s Intuitive○ It’s Integrated○ It’s Free
SEO Social Analytics Leads/$
Key Themes for B2B Marketing
Content is King
WebsiteBiz
Have We Answered These Questions?
What are the best tactics for lead generation
How to do I measure results Where do I start? How to budget $ DIY vs. Outsourcing
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Time For Your Questions
Thank You!
Kyle Bumgardner1713 Cleveland AvenueCharlotte, NC 28203 o. 704.338.1727c. 704.813.4636 www.WebsiteBiz.comwww.Marketerinsight.comTwitter: @kbsales
