1. Welcome!
Today’s webinar will begin at 3 PM Central Time
Building an Online
Marketing Strategy
May 30, 2012

2. Agenda
• Setting the Foundation – Web Usability
• Search Engine Marketing
– Organic Search Engine Optimization
– Google AdWords (pay-per-click marketing)
• Measuring and Improving Results
• Post Questions for Follow Up After Webinar

3. Top Floor Technologies
• Website Design &
Development
• Search Engine
Marketing
• Web Analytics &
Conversion
Improvement
Maximizing Online Marketing Results
for Hundreds of Businesses Since 1999

4. Getting the Most
From Today’s Webinar
Write down 2-3 learning points
that you will begin putting into
action within the next two
weeks. Then – follow through.

5. 1. Setting the Foundation
A Quick Review of Usability

6. Progression of Website Needs
• 10-15 years ago …
“Quick, we need a Web site!”
• 4-8 years ago …
“Okay, now that we have a Web site, how do we get people
to find it?”
• Today …
“Now that people are on our Web site, how do we engage
them and get them to do what we want them to do?”

7. The Impact of Internet
Technologies on Marketing

8. Your Website is at the Core
Search Engine Promotions and
Marketing Campaigns
Public Relations
(online & offline) Your Direct Marketing
(online & offline)
Website
Tradeshows Direct Sales
Print Advertising Directories

9. Setting Goals – start at the top
Two things you can do to improve the results of your Website
Drive more qualified Convert a higher % of users
users to your Website into opportunities
1 2

10. Website Success Formula
Website
visits
Conversion
% = Results
(leads, sales)

11. Web Usability

12. Definition of Usability
Usability • making sure that something works well: that
a person of average (or even below average) ability
and experience can use the thing – whether it’s a web
site, a fighter jet, or a revolving door – for its intended
purpose without getting hopelessly frustrated.*
*Source: Don’t Make Me Think: A Common Sense Guide to Web Usability by Steve Krug

13. Web visitors who report great
user experience are:
• Twice as likely to return to the site.
• Four times as likely to report enhanced
brand opinion.
• Four times as likely to make a future
purchase.
* Source: iPerceptions

14. Define User
Personas
• Who are your target customers?
• What industries are they in?
• What roles do they play?
• How does your product/service
help them?
• What questions do they ask
when considering your
product/service?
• What can they do on your
Website?

17. Within four months following launch
of new Website:
• Google search traffic up 57%
• Site bounce rate down 22%
• Conversions up 255%

18. Before

19. After

20. Before

21. After

22. How do well-designed sites happen?
The really good websites are designed by groups that ask and
answer three questions:
• Who are your target users?
• What are their goals?
• How are you going to help them achieve those goals?
Source: Good Site, Bad Site: Evolving Web Design
Lee Gomes
Wall Street Journal

23. 2. Search Engine Marketing
Driving Traffic & Improving Results

24. When you search for
something online,
where do you start?

25. When your prospects &
customers search for
vendors online,
where do you think
they start?

26. Overall Share of Searches – February 2012
Ask AOL
3% 2%
Microsoft
15%
Yahoo
14%
Google
66%
Source: ComScore

27. B2B Preferred Search Engines
Others
2%
Microsoft
7%
Yahoo
14%
Google
77%
Source: Enquiro Business to Business Survey

28. Being found
on Google

29. Organic Search Engine
Optimization

30. industrial ovens

31. Search Engine Optimization (SEO)
 Over 80% of
activity on the
first results page
(top 10 results)
 Keys to success:
 Keyword
analysis
 Content
development
 Linking strategy
 Monitoring &
updating

32. Keyword Analysis Basics
• Consider how your target customers would search for
your products and services (ask others for input).
• Use specific, multiple-word keyword phrases.
• Review competitors’ Web sites.
• Use keyword analysis tools.

33. Google
Keyword
Tool

34. Basic On-Page Ranking Factors
Title
Headers
Alt Text
Hyperlink Text
Content
Keyword Density/
Prominence

35. Offsite Linking Strategy
• Search engines use link popularity (inbound links) as
a factor in determining the ranking of a website.
• Consider business partners, trade associations,
manufacturers, etc.
• Websites for publications you advertise in or trade
shows you participate in, etc.

36. Building a Linking Strategy
• Publish press releases and articles
• Run a backward link search on your competitors to
learn which sites are linking to them.

37. Google AdWords
pay-per-click marketing

38. Pay-Per-Click (PPC)
 Instant Results
 Pay only for
Website visits
 Keys to success:
 Keyword
analysis
(including
negative terms)
 Bid
management
 Quality Score
 Monitoring &
updating

39. PPC Benefits
• Drive instant, qualified traffic
• Pay only for clicks – not for impressions
• Target specific keywords to reach the right audience

40. PPC Benefits
• Ability to display ads regionally
• Control when ads are displayed
• Augment your organic search engine traffic
– Over 89% of traffic from search ads is not replaced by organic results
when ads are paused (Google, Search Ads Pause Study – July 2011)

41. 3. Measuring Results
Google Analytics

42. How many leads/sales do
you receive from your
Website on
weekly/monthly basis?

43. Google Analytics

44. Key Performance Indicators
• Visits
• Total Goals
• Goal Conversion Rate
• Bounce Rate
• Traffic Sources
• Keywords

45. 45
Current
40
Previous
35
Year Over Year % Change 30
25
Contact Us + 20.00%
20
Quick Question + 33.33% 15
RFQ + 21.88% 10
5
0
Contact Us Quick RFQ
Question

46. Key Tracking Principles
Measure what matters – goals/conversions
Relate results to your marketing investments
Use data to identify & validate site improvements

47. A Closing Recap
• Successful online marketing revolves around having a
great message and connecting with people at the
moment of relevance.
• The easier to use your Website is for your target
audience, the more effective it will be.
• Search engine marketing is critical to driving qualified
traffic and conversions.
• Use analytics data to validate results and identify ways
to improve.

48. Thank You!
Shane Fell
262.364.0010 ext. 241
sfell@topfloortech.com
www.topfloortech.com
Learn more at one of our upcoming seminars. Visit
www.topfloortech.com/serminars for details