Customer Needs What are potential customers looking for online?

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2 New Media Marketing for Growth Heather Bender Wayne Brass Art Mahoney

3 Customer Needs What are potential customers looking for online? Where are potential customers finding information / products / services they seek? Any Indirect Competitors? Does current or planned Internet Strategy provide answers to customer questions?

4 Information Sources Top US Companies March 2010 Rank Parent Audience (000) Reach (%) Time per Person 1 Google 157, :56:14 2 Microsoft 136, :59:59 3 Yahoo! 133, :34:56 4 Facebook 117, :59:15 5 AOL 85, :14:38 6 News Corp 74, :52:14 7 Interactivecorp 71, :14:57 8 Ebay 66, :26:08 9 Amazon 64, :24:46 10 Wikimedia Foundation 62, :15:21 News Corp includes Fox, Wall Street Journal, MySpace, Hulu and others Interactivecorp includes ask.com, match.com, citisearch and others

5 Search Engine Rankings US Searches March 2010 Rank Parent Searches (000) Share (%) 1 Google 6,387, Yahoo! 1,304, MSN/Windows/Bing 1,183, AOL 245, Ask.com 183, My Web Search 120, Comcast 52, Whitepages.com Network 29, Nextag 28, Yellow Pages 23,

6 Search Results Pages Pay Per Click (PPC) Local Search (SEO) Organic Search (SEO)

7 Google Search Results Pages Change Bottom Line Google is Changing Due to Impact of Social Media

8 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 Keyword Density Analyzer Detailed Analysis of on page text content (keyword identification) Yahoo Site Explorer Analysis of incoming links SpyFu Pay Per Click analysis of domain understand competitor Keywords

9 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 210 financial consultant tampa 210 tampa marketing consultants 210 it consultants tampa 170

10 Three Pillars of Web Design Marketing Design Functionality

11 Building Toward Conversions What Generates Customer Actions? What Type of Action Can We Reasonably Expect? What will Influence the Conversion Rate? No Amount of SEO, PPC, Social Media or Marketing can overcome a Website that does not convert customers!

12 Content Management Systems Web application used to manage & control web material Essential/standard for all modern websites non-technical users can create / update / maintain content Integration made easy (Plugins/Add Ons, Social Media, RSS, forms, sales) FREE Open Source Solutions Joomla, Drupal & WordPress very popular

13 Social Media Do s and Don'ts DO Focus on interaction Be a real social media user Use the media for it s intended purpose Go light on selling or promotional messaging DO NOT Try to be everywhere or for everyone Grudgingly spend time Try to game the system Blatantly advertise a product or service

14 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

15 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

16 Strategic Keyword Selection Keywords CPC Global Monthly Search Volume tampa florist $ tampa florists $ florist in tampa $ tampa flower shop $ tampa flower shops $ tampa wedding flowers $ tampa bay florist $ flower shop in tampa $ wedding florist tampa $ florist new tampa $ wedding florists tampa $ wedding flowers in tampa $ wedding florist in tampa $ Highest Search Volume for Generic Terms Strategic Campaign Optimization for Maximum ROI = 309 $0.05 * 309 = $ $2.03 * 320 = $

17 Marketing Direct Marketing using including: Relationship building with current or previous customers New customer acquisition (BEWARE OF SPAM) Convincing current customers to purchase immediately Advertise in s sent by others Advantages Relatively low delivery cost ROI easily tracked Short delivery time Can PUSH a message actively Result Analytics (open rates, click through) SPAM Disadvantages Spam predates legitimate Difficult to distinguish spam and legit Low delivery rates (spam filters) Compliance with CAN-SPAM

18 3 Techniques That Make a Difference Use Segmentation to Send ONLY Relevant Messages Stop Blasting s to Your Entire Contact List! Keep Your Marketing Consistent and Predictable Include Multi-media Along with Your Marketing Content in this slide came from a free report provided by Infusionsoft delivered via download (upon registration) & promoted through sponsor .

19 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 entry Everything Must be Detailed Vendors can only build towards requirements Get Multiple Quotes Make Sure they Understand YOUR Strategy

20 Questions?

21 Thank you!!

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