Rebecca Adolf Insights from an Expert On-line Marketer

1. INSIDER INSIGHTS
from an Expert Online Marketer
Presented by Rebecca Adolf,
Creative Services Group
at Impact Networking

2. TWEET, MENTION, POST
facebook.com/i
mpactmybiz
@impactmybiz
Live updates welcomed!

3. AGENDA
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Key Elements of Online Marketing
New Perspectives on Search Results
How Experts Analyze Websites
Real Life Results
Responsive Websites & Mobile Statistics
Latest Online Tactics
Driving Traffic to Your Site and Tracking

4. ABOUT CSG
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Local, Full Service Team
Print, Web & Mobile
Online Marketing Services
Designers, Coders
& Copywriter
• B2B & B2C
• 20 Years+
• 150+ Websites

5. ABOUT ME
• Artist
• Designer/Coder
• Online Marketer
Source: http://www.funnywow.com

6. KEY ELEMENTS
ONLINE MARKETING
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Online Marketing Strategy
Website Optimization
Outbound Campaigns
Engagement
Tracking

7. WHY ONLINE
MARKETERS?
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Offer Guidance, Expertise & Experience
White Hat Tactics
Evaluate & Identify Weaknesses
Provide Targeted Ideas
Implement Campaigns – Copy, Design & Code
Coordinate Print, Web & Social Crossover
Custom Tracking to See Results

8. IT’S A PROCESS
NOT A PROJECT
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Sinking in the Search Results
Changing Search Engine Algorithms
New Up-to-date Useful Client Information
Funneling Traffic to Website
Converting Leads

9. LOCATION, LOCATION
“No. 1 Position in Search Engines
Gets 33% of Search Traffic”
(Compared to 18% for the second position)
Source: http://chitika.com/google-positioning-value

10. Chocolate

11. WEBSITE OPTIMIZATION
VISITS
333
SOCIAL 47
SEARCH
Gourmet 45
Gourmet 45 catering
Gourmet 45 Chicago
(December 2012)

13. WEBSITE OPTIMIZATION
VISITS
720 (167%)
SOCIAL 233 (5x)
SEARCH
“asian italian fusion catering”
“breakfast catering chicago”
“catering photo shoots chicago”
“catering chicago suburbs”
“complete catering dinner menus”
“chicago catering delivery”
(April 2013)

15. A/B TESTING
A
B

16. VISITS 4,060
BOUNCE 78%
LANDING 180
WEAKNESSES
Missing “Sell” “Buy” “Lease”
Lack of Locations
Tracking Sources
(August 2012)

17. VISITS 13,881 (342%)
BOUNCE 40% (-38%)
LANDING 2,888 (16x)
UPDATES
Keyword Relevant Content
PPC & Retargeted Adwords
Print Ads & Signage w/ QR Codes
Property Specific URLs
How did you hear about us?
(August 2013)

18. RESPONSIVE LAYOUT

19. BENEFITS
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Optimal Viewing
Design User Experience Based on Device
Search Recommended
Update One Location
Increased Mobile/Tablet Visitors & Conversions

20. MULTI-SCREEN WORLD
COMPUTERS
SMART PHONES
TABLETS
keep us productive
and informed
(work, detailed tasks,
need attention)
keep us connected
(on the go, need info
quickly)
keep us entertained
(books, movies,
browsing)
SOURCE: Google The New Multi-screen World Report, August 2012

21. SMART PHONES
31
88%
80%
mins
• 80% of smartphones searches are
spontaneous searches.
(TV Ads, Waiting in Line)
• 31 mins per day spent Mobile Web
Browsing (20% of Aver. 2 hrs & 38 mins)
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88% Look at Mobile Devices While
Watching TV
SOURCE: Google The New Multi-screen World Report, August 2012

22. SMART PHONES
16%
Smart phones are the highest
number of user interactions
per day and serve as the most
common starting point for
activities across multiple screen
Global Traffic is Mobile
“Found Time”
SOURCE: Google The New Multi-screen World Report, August 2012

23. ONLINE MARKETING
LATEST TACTICS
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Content Marketing
Branded Graphics
Online Videos
Retargeted Ads
Print Crossover (QR) Codes

24. BUZZZZZZ
CONTENT MARKETING
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Keyword Relevant Content
Useful Blogs
Target Landing Pages
Google Authorship
Email Marketing
White Papers/Case Studies

25. BRANDED POSTS

26. ONLINE VIDEOS
“YouTube is the 2nd largest search engine”
Source: Socialnomics “Social Media Revolution 2012” Video

27. RETARGETED ADS

28. PRINT CROSSOVER

29. VIRAL FACEBOOK POST!
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Automotive Electronics Manufacturer
Reached 88,640 people in 3 DAYS
179 New Followers
28 comments
1,651 shares
Friends – An additional:
• 5, 474 more likes,
• 672 total comments
• 128 shares

30. FUNNELING TRAFFIC
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Guest Blogging
Social Media Posts
Online Videos
Print Crossover
Email Marketing
Online Advertising
LINK BACK
TO WEBSITE

31. TARGET
LANDING
PAGES

32. REVIEW & EVOLVE
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Setup Goal Conversions
Filter Reports by Target, Section, Event, etc.
A/B Testing – Don’t Revamp, Modify
Implement Campaigns
Track Online Reputation
Stay Up-to-Date Search Engines
Tactics Keep Changing

33. TAKE AWAYS
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Online Marketing – It’s a Process, Not a Project!
Search – What is the User’s Intent?
Mobile – Internet is Multi-screen is Your Website?
Funnel – Convert traffic into leads.
Track – “You can't manage what you can't measure.”
– W. Edwards Deming

34. QUESTIONS?
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/impactmybiz
@impactmybiz
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linkedin.com/
company/
impactnetworking
youtube.com/i
mpactmybiz