How CEOs Can Effectively Plan, Measure and Integrate Their Internet Marketing Campaigns

Transcription

1 How CEOs Can Effectively Plan, Measure and Integrate Their Internet Marketing Campaigns David Reske President, Nowspeed, Inc. (508) x202

2 Background

3 Experience 2010 Nowspeed, Inc - Confidential and Proprietary Information 3

4 Five Ways CEO Get Distracted by Marketing Brand Volume Search visibility Social Content

5 Distraction 1: Brand is everything

6 Distraction 2: Impression volume is everything

7 Distraction 3: Search Visibility is Everything

8 Distraction 4: Social is everything 1 Billion Users 150 Million Users 250 Million Users 140 Million Users

9 Content is everything White Papers Press Releases Articles E-Books Website Copy YouTube Videos Photos Podcasts Testimonials News and Opinion Blog Posts

10 CEOs Focus on Results! Plan Execute: Focus on what is most effective Measure Outcomes

11 Plan, Measure and Integrate Campaigns Plan Social Media Search PPC/ SEO Drive Measure Integrate Nurture Optimized Website, Content & Landing Pages Convert Nurture

12 Strategic Marketing Planning Segmentation Positioning & Key Messages Planning Goals Budget Planning & Optimization Who is your target audience? What are your key messages? How do you Determine success? How do you generate qualified leads for each $ invested?

13 Goal and Budget Planning: Drive Dramatic Campaign Improvements Benchmark

14 Goal: Drive Dramatic Campaign Improvements Campaign Plan and Metrics PPC Campaign Optimization Offer Creation and Landing Page Design Social Media to build traffic SEO to grow organic search traffic Home Page Design Optimization Marketing Automation Program

15 Core Thought Leadership Presentation Integrate Content White Paper Video Social Media Post Article Blog Post PPC Campaign Case Study Landing Page Website Content 15

16 Integrated Team! Skills SEO & PPC Social Media PPC SEO Social Media Leads Website Marketing Automation Website Analytics Landing Pages Content Strategy Copywriting Project Mgmt.

17 Optimized Pay Per Click Campaigns Keyword Research Adword Groups Compelling Offers Strong Ad Copy Landing Pages Targeting Optimize Conversions Cost Per Conversion 0 0

18 Landing Page Best Practices

19 Online Advertising Metrics 19

20 SEO Strategy Increase search engine rank on selected keywords Increase overall traffic to the site Drive Leads

21 SEO Steps to Good Rankings Keywords High Traffic, Low Competition, Good Fit for Business SEO Optimized Website Must be relevant to search term and contain quality information Body Copy, Title Tag, Meta Keywords, Meta Description, Alt Tags Link Popularity Directory Submissions Press Releases Blogging Make it Easy to Crawl Clean HTML No Black hat techniques

22 SEO Link Building and Content Propagation Improve one way back links to increase popularity within the search engines Posts and Articles Content & article distribution One-way back links Users create links to your and your content as the share your content and make friends Directories Keyword seeded anchor text Relevant categories Blog Posts Unique blog posts Deep linking 22 COPYRIGHT 2009 NOWSPEED, INC. CONFIDENTIAL

23 SEO Example Sept Yr 1 Sept Yr 2 Sept Yr Leads Visits

24 SEO Metrics 24

25 Social Media Marketing What are your Goals? Conversions Sales, offer downloads, etc. Engagement Participating and/or listening to conversations Traffic Driving traffic to your site, i.e. landing page, hub page Branding Building awareness around your brand/product 25

26 Nowspeed: Social Media Implementation Plan Goals Listening Content Team Platforms Launch Engage Evaluate Audience, Objectives, Strategy & Platforms Establish Metrics and Reporting Monitor, respond and engage Subscribe to key industry influencers and news Create powerful thought-leadership & top quality content Include Promotional, Educational and Informational Educate Teams Create Policies Optimize Blog and Home page for social media content Create/Review platforms for content and design Posting daily on Platforms Daily Moderation Services and Active Following Evaluate efforts and results on a monthly basis Revise tactics based on results

27 Create Core Content Packages and Distribute to Social Media Sites Article Blog Posts Core Content Landing Page Group Posts Tweets Video COPYRIGHT 2009 NOWSPEED, INC. CONFIDENTIAL Audio 27

28 Social Media Following Building Strategy Activity Clicks Promotion COPYRIGHT 2009 NOWSPEED, INC. CONFIDENTIAL 28

29 Business Value of Social Media Website/Blog Traffic Social Media Brand, Architecture, Design and Content Offer Call to Action Landing Page Sales Lead 200 Posts/mo X 10,000 Followers = 2 Million Impressions/mo 1,000 Visitors/mo X 3% Conversion Rate = 30 Leads/Month X Close Rate = Revenue 29

30 Social 30

31 Website Design & Development Great design can delivers results Strong Branding Easy to Use CMS Comprehensive Information Architecture Designed to Drive Leads Compelling Headline & Key Messages Great Content

32 High-Performance Offers do the following: Are highly relevant to a visitors information requirements and key purchase criteria Communicate objective value in their design and subject matter Are cutting-edge, topical, and related to highly-searched or discussed topics in an industry Relevant Offers: Driving Conversions

33 Business Value of the Website and SEO Website Traffic - SEO Brand, Architecture, Design and Content Offer Call to Action Landing Page Sales Lead 1,000 Visitors/mo X 3% Conversion Rate = 30 Leads/Month X Close Rate = Revenue 33

34 June July Aug Sept Oct Website Optimization: Example 3 Conv. Rate Conv. Rate. 1

35 Web Traffic Analytics 35

36 Marketing List Building Offer Selection Creative Design Software Blast Lead Nurture Performance Personalization Subject lines Spam filters Execution and Testing

37 Lead Nurture Multi-Touch Follow-up Campaign Lead nurture system design with business rules to automate follow-up and ongoing communication Engage leads in a dialog through automation 37

38 Lead Nurture Campaign:

39 Nurture with Search and Social Media Google Adwords: Remarketing Social Media Nurture: Communicate with Fans and Followers

40 Measure the business outcome against your plan.

41 Plan, Measure and Integrate Campaigns Plan Social Media Search PPC/ SEO Drive Measure Integrate Nurture Optimized Website, Content & Landing Pages Convert Nurture

42 Start with a Click to Customer Assessment David Reske President, Nowspeed, Inc. dreske@nowspeed.com (508) x202