Internet Marketing
(Michael Teitelbaum – President of TruePresence)
Clients include AMF bowling, car parts manufacturer, also started an internet marketing contract with US Airways right after 9-11.
QUOTES:
“It is not all about visitor on your site but rather what they do afterwards. “
“0.33% is industry average for conversion rates for banner ads.”
FIND.GET.KEEP.
Find people looking for your products or services.
Get the people to become customers.
Keep them as a customer – via recurring email messages.
Web users >> site visitors >> loyal customers
FIND CUSTOMERS
How to find customers:
Search engine marketplace: Google 49.2% Yahoo: 23.8% MSN: 9.6%
Types of search results:
| Paid | Natural |
| unlimited keywords | limited keywords |
| immediate results that are easy to track | results take 3-6 months |
| position determined by your bid price and click through rate | position determined by the algorithms |
| geo targeting eliminates need for geographic descriptors | geographic descriptor often required |
Getting started with paid search:
Þ determine business objective
Þ identify search terms
Þ write effective copy
Þ identify or build landing pages
Determine your business objective
Generate Leads (Acquire offline customer)
Define ultimate business goals:
Cost of lead
Cost per customer lifetime (how much they spend over period)
Identify Key Search terms:
Products and services
Brand names
Competitors
All possible variations
Write effective copy
Include search term in the title
Give people compelling reason to click (discounts and special offers, FREE shipping…)
Landing pages
Landing page is a specific page where visitor lands after clicking on search engine
Give them what they want on landing page – specifics related to search term
Keep the copy simple and direct
Forms should be simple
External links should open in new window – once they leave landing page they can always came back to that window
Measure results:
Conversion counts
Impressions
Clicks
Click per click
Cost per conversion
Revenue generated
Return on investment
Actively manage campaign
Analyze each search term
Adjust CPC based on performance
Edit copy
Key to search marketing success
Search term expertise in your clients industries
Orlando SEO – WHAT MAKES IT WORK
Content is the king – strategic copywriting using specific keywords
Pay attention to details
Site structure
Internal links
Link popularity
Local search listing
50% of local searches are conducted with intent to purchase
55% of the time they are searching for brands, specific product models
Control the accuracy of the “Who” information
Business name
Address
Telephone
Add relevant “What” information
Products
Services
Brands
Hours of operation
Website
Online display advertising (Banners)
Online media
Understand target audience
Research and negotiate with relevant websites
Effective Banner
Consistent brand message
Strong offer
Clear call-to-action
Landing Page
Relevant to web advertising
Desired prominently displayed
Maximize # of clicks to conversion
Targeting Options:
Contextual
Behavioral
User/demographic interests
Pricing options
Cost per thousand
Cost per click
Cost per acquisition
Ad Types
Text Ads
Static image
Animated gif images
Flash
Rich media
Video
Measuring and Optimizing Performance
Analyze performance for each add and placement
Adjust campaign based on performance
GETTING CUSTOMERS
What creates effective site
Presents a positive and professional images
Useful and informative
Allows user to interact and transact
Ingredients and effective site
Focus
Identify your audience BEFORE deciding what site would be like
Purpose
How can you solve your target audience needs
Make it easy to get to specific areas
Make it easy for them to interact
Design
Transform site into a powerful customer experience
Copy
Romance the reader with powerful message
Connect with them emotionally and rationally
Compel them to take the action
Coding
Display properly in all different browsers
Loads quickly
Search engine friendly
Functionality
CMS – allows site owner to update content on their own
eCommerce – make it easy for visitors to make a purchase
Forms – get visitor data
What makes for a good Content Management System - CMS?
Easy to use for everyday user
Web based
Design freedom
Search engine friendly
TrueBlue CMS – is their own (TruePresence) CMS
Orlando Web development – establish a process
Have good hosting
Site analytics
KEEP CUSTOMERS
Email returns %57.25 for every dollar spent
Emails drove $7.7 billion in consumer sales and $8.8 billion in B2B in 2005
Email advantage
Personalized
Targeted
Measurable
Inexpensive
What is in it for subscriber?
New product notification
New service notifications
Company news and events
Relevant industry news
Promotional offers
Money saving coupons
Email best practices
Obtain permission
Make it easy to unsubscribe
Set content and frequency expectations
Avoids words and phrases associated with spam
RESOURCES:
Orlando Web site design - IBR LLC
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