Building A Dominant Online Presence. What You Need To Know

Transcription

1 Building A Dominant Online Presence What You Need To Know

2 About LocalDirective LocalDirective s Big Idea LocalDirective was formed to bring big marketing agency skills & capabilities to mid-size companies. You get the thought leadership of the large agencies along with the affordability of a small agency. What We Do We are a digital marketing agency. We help our clients dominate their online space through strategically cohesive, tactically brilliant, fully integrated programs.

3 LocalDirective: Our Point Of View Tactics, no matter how brilliantly executed, are useless without strategy. Integration of online tactics is essential to realizing full value of marketing efforts. Optimization for conversion is not a separate discipline, although it s an afterthought to non-marketers. Whiz-bang technology and jaw-dropping graphics are form; marketing is function. Fast Fact Though it varies across industries, 24% of overall marketing spend in 2012 was on digital/online marketing. Social media and SEO together account for 70% of that marketing spend. (Source: imedia)

4 Presentation Agenda About the Digital Landscape Elements of Digital Marketing Brand Identity Search Engine Optimization Paid Online Advertising Social Media Marketing Websites & Destinations Mobile Websites & Marketing Content Inbound Marketing Outbound Marketing Strategic Integrated Marketing The Future of Digital Marketing Fast Fact 75% of senior executives watch videos on business sites every week. 65% go on to visit a vendor s website after watching a video. (Source: Ernest Agency)

5 Context: About the Digital Landscape What s The News B2B and B2C usage of online resources is at close to maximum. Online marketing is now mainstream, with about 25% of all spend online. Search engines still deliver about 50% of website traffic, but is declining and social media searches are increasing. The higher the purchase price, the higher the consumption of content. Inbound marketing through content continues to be less expensive than outbound marketing. Next frontier is the coordination of user experience across online and offline, and across multiple devices. New buzzword, customer obsession. Fast Fact 9 out of 10 B2B buyers say when they are ready to make a purchase, they will find a vendor. 81% use search, 59% look for peer recommendations, and 41% read content from thought leaders. (Source: Ernest Agency)

6 Digital Marketing Program Elements Fast Fact More content = More leads. On average, companies that have published 200 or more total blog posts generate 5 times as much traffic as those with 10 posts or fewer. Primary Elements Brand Identity / Brand Strategy Search Engine Optimization Paid Online Advertising Social Media Marketing Websites & Destinations Mobile Websites & Marketing Content Inbound Marketing Outbound Marketing Secondary Elements Affiliate Marketing Google Product Marketing Industry-Specific Advertising (Source: Polaris PR)

7 #1: Brand Identity / Brand Strategy What Is It? Products are created in the factory; brands are created in the mind. Alina Wheeler A Brand Identity is the visual and verbal expression of a brand that serves to advance your company. LocalDirective Capabilities Conduct internal research Conduct external research Develop/clarify brand strategy Design brand identity Create brand touchpoints Manage brand migration Why Should You Care? A strong brand will contribute to your bottom line by: Increasing awareness of you, Increasing trust in you, Increasing your sales, and Supporting a price premium.

8 #2: Search Engine Optimization (SEO) What Is It? Tactics that influence the search engines to give you great organic placement for target keywords. Includes highly technical and content-based activities, both on your website pages as well as other places on the internet. LocalDirective Capabilities On-page SEO Strategy / Tactics Off-page SEO Strategy / Tactics Content Strategy / Tactics Reputation Management Local Search Optimization Why Should You Care? Most clicks by searchers come through organic search listings. SEO value is additive, so your investment pays dividends. Strong SEO for competitive keywords can be a source of competitive advantage.

9 #2: SEO Case Study The Problem A Chicago Orthopedic institute had very little on-line visibility outside their brand name. The Solution Create a strong on-line search presence among all the three major search engines (Google, Yahoo and Bing). Increase keyword rankings for generic, non-branded terms. Drive organic traffic to the institute s website and various service pages. The Result: Over a 165% increase in nonbranded, organic traffic (over a 6 month period). Currently over 56 targeted keywords are on the first page of Google for competitive terms such as orthopedic doctors.

10 #3: Paid Online Advertising What Is It? Text and/or display ads shown on search engines, social media sites and targeted websites. Pay-per-click or pay-per-view. Most controllable form of online marketing possible, so can deliver immediate results. LocalDirective Capabilities Geographically-based and device-specific advertising. Text- or display-based creative or directional programs. Conversion optimization included in all service offerings. In-depth monthly reporting. Why Should You Care? Search engines replace yellow pages to connect buyers and sellers at moment of relevance. Online research has replaced WOM in important categories. Can be the most cost effective method to get new customers.

11 #3: Paid Advertising Case Study The Problem Client is a health club / fitness center entering into new markets that are saturated with well established and well branded competition. Client had no online presence to support new clubs. The Solution Increase brand awareness through display and contextual online advertising. Increase immediate purchases of club memberships through online search campaigns. [ image here] And The Result: From April 1, 2012 March 31, ,358 Online Joins 133,442 Clicks To Website 6,327,269 Ad Impressions Decrease the average cost per click from $1.63 to $0.51 Decreased the cost to acquire a new member from $21 to $6.51

12 #4: Social Media Marketing What Is It? Anything done to promote your business via social media. Includes paid, owned or earned multi-media content (text, photos or images, videos, etc.) Frequently for lead generation or for loyalty/customer service. LocalDirective Capabilities Paid social media advertising across multiple platforms. Development of multi-media owned content and nurturing of earned content. Strategy development and tactics co-management programs. Sentiment monitoring & analysis. Why Should You Care? May provide lower cost per acquisition than other channels. Powerful way to communicate your brand identity. May reduce post-sales costs by crowd-sourcing customer service.

13 #4: Social Media Case Study The Problem Client is an executive leadership and speaker trainers looking for opportunities to train corporate executives. Traditional search marketing was extremely costly and difficult to reach client s target market. Needed to increase attendance at webinars which is the first step of their sales process. The Solution Utilize social media advertising to target specific companies that fell into our client s target marketing. Craft advertising messages that were unique for each individual target company. [ image here] And The Result: Increase webinar attendance from an average of 3 a month to over 12 attendees a month. Increase database of C-Level executives in target companies. Increase communication with decision-makers in targeted companies.

14 #5: Websites Destinations What Is It? Desktop web destinations. Responsive and mobile websites. Ecommerce, database-driven & content management systems. Includes content developed for conversion optimization. SEO-friendly or SEO-optimized. LocalDirective Capabilities Static and dynamic websites, mobile sites, and landing pages. Full design, programming and content development services. Specialists in complex and custom component websites. Why Should You Care? B2B and B2C buyers of all demographics and at all phases of buying cycle are online. Online destinations support both online and offline marketing. Some prospects will not buy from you if you are not online.

15 #5: Website Case Study The Problem The client had a website that was not driving new patients. With the increased relevance of online forms of marketing, the client understood the need to have a powerful website. The Solution Redesign the website to: Draw new patients. Make educational resources more easily accessible. Provide back-end access to enable staff to make on-going changes to information. And The Result: Average of over 36,000 monthly visits Over 300 average monthly conversions, including about 50% new patient inquiries Over 6,000 average monthly visits to the educational content.

16 #6: Mobile Websites & Marketing What Is It? Destination sites, content and advertising for all mobile devices from smart phones to tablets. Responsive frameworks that allow single source-code with device-specific CSS designs. Mobile applications. LocalDirective Capabilities HTML5 static and CMS websites. Mobile application development. Responsive framework sites. Mobile-optimized designs and content development. Mobile SEM & SEO services. Why Should You Care? Fastest growth category, and number of mobile users now higher than desktop users. Mobile users purchase more, spend more and are more loyal. Relatively uncongested from an advertising perspective.

17 #7: Content & Inbound Marketing What Is It? Inbound marketing focuses on earning, not buying, attention. Main methods include social media and engaging content: blogs, podcasts, white papers, videos, slideshares, etc. AKA Permission Marketing. LocalDirective Capabilities Multi-media and multi-platform content development expertise. Customized research, strategy and tactics development and execution for each unique client. Sentiment monitoring, analysis and monthly detailed reporting. Why Should You Care? Buyers complete 50% of the steps of a purchase before contacting a business; goal is to provide content to prospects at each step. Average per lead cost is 62% less than outbound marketing efforts. Good content is good marketing.

18 #7: Content Inbound Case Study The Problem Largest orthopedic practice in Chicago with very limited web presence. Needed a way to increase exposure and attract potential patients to the website. The Solution Create a value based blog that delivers fresh content weekly: Improve search visibility Increase search traffic Attract people to website not familiar with the brand. Build credibility and reputation [ image here] And The Result: 2,025.00% increase in Visits 17.75% increase New Visits 2,152.34% increase Organic Searches 30.16% increase in Avg. Time on Page

19 #8: & Outbound Marketing What Is It? Most traditional offline marketing is outbound marketing. Methods include , direct mail, telemarketing, TV & radio commercials, tradeshows, etc. AKA Interruption Marketing. Important for demand generation. LocalDirective Capabilities Multi-media and multi-platform content development expertise. Customized research, strategy and tactics development and execution for each unique client. Sentiment monitoring, analysis and monthly detailed reporting. Why Should You Care? Outbound online tactics like , display/text ads, social PPC are effective and low cost. Most businesses could not grow solely using inbound tactics. The outbound tactic of sales calls are essential to B2B firms.

20 Integrated Digital Marketing Strategy Integrated Strategy Defined Customized for your business. Includes online and offline marketing, inbound and outbound. Agnostic to methods, focus is only on getting measurable results. Addresses each step of the purchase process from prospect to repurchase and retention. Potentially high ROI & unreplicable competitive advantage. LocalDirective Capabilities Expertise at strategic analysis across industries and business models. Broadly knowledgeable about a large set of online and offline tactics. Experience in execution of programs for local, regional & national firms. Sentiment analysis and performance analytics driven improvements. Closed loop learning methods and monthly reporting reviews.

21 Integrated Online Case Study The Problem Client is a new school that offers a unique clinical therapy training program. Low attendance at open houses and informational sessions negatively impacted new student applications. The Solution Create and execute an integrated marketing program that include the following elements: Direct mail Media outreach Social media Paid search Telemarketing [ image here] And The Result: The attendance at the open house increased from 2 to 25 potential students. 2 attendees applied for the school the same day.

22 The Future of Digital Marketing Fast Fact 78% of Internet users say they use the web for product research, and almost half (46%) of all searches on the average day for information on products and services. (Source: imedia) Continued disruptive change Trends to watch Growth in content (pull) marketing Personalization across online and offline channels Impacts of mobile device eclipsing desktop computer usage Increase in *visual* marketing: Pinterest, videos, slideshows, infographics, parallax web design Remarketing/Retargeting Continued development of social media, and search within social media, pulling traffic from the search engines.