Revised: Developing an Online Marketing Plan
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Step by step discussion of 5 marketing channels: Organic, Referral, Paid Search (PPC), Email and Display Advertising
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Revised: Developing an Online Marketing Plan
- 1. DEVELOPING AN ONLINE MARKETING PLAN TONY PASSEY
- 2. WHAT ARE THE STEPS? 1. Determine your conversion goals 2. Plan an appropriate digital presence 3. Set up tracking and analysis tools
- 3. WHAT ARE THE GOALS OF YOUR WEBSITE Is the site transactional or informational? • Informational – Interactive brochure online • Usually when things move around on the screen that will add cost (eg. Javascript) • Transactional – Online product or service sales • Transactional or E-Commerce are usually more expensive because of security and complexity
- 4. TARGET DEMOGRAPHIC Define 90% of your users – you can’t track 100% • Age, Sex, Interests, Adoption Rate • Estimate percentages of types of users Prioritize the users • Web properties that try to be everything to all people fail. • Steps in your conversion funnel should be tailored to your top users
- 5. DEFINE THE CONVERSION Conversion is a goal you are trying to have the user accomplish It can be transactional or a defined action. It may not have a specific dollar amount tied to it. • Complete an online purchase • Submit a form • Time on site • Pages viewed • View a specific series of pages • Bounce rate (decrease)
- 6. TRACKING / ANALYSIS Set up a way to track your performance metrics • Built in tracking software (eg. Facebook insights) • Third party tracking • Google Analytics • Web Trends • Adobe Site Catalyst • Additional tools for tracking and analysis • Spreadsheets, Adobe Test and Target, Optimizely, SEO tracking software
- 7. Online Marketing Plan Organic Traffic Referral Traffic Paid Search Traffic Display Ads Email Marketing Proper Website Target Demographic Tracking / Analysis
- 8. WHAT TYPE OF TRAFFIC DO YOU NEED? Each traffic channel is suited for different types of traffic • Some take more money • Some take more time • Some take more skill One large consideration is Cost vs. Time Online Marketing Plan
- 9. Longer Return Organic Lower Cost Higher Cost Quicker Return Traffic Referral Traffic Paid Search Traffic Display Ads Email Marketing Online Marketing Plan
- 10. Let’s talk about each of these five channels. Organic Traffic Referral Traffic Paid Search Traffic Display Ads Email Marketing
- 11. Online Marketing Plan Organic Traffic Data from a study done by Slingshot SEO
- 12. - 18.20% Click Through - 10.05% - 7.22% - 4.81% - 3.09% - 2.76% - 1.88% - 1.75%
- 13. 9.66% 5.51% 2.74% 1.88% 1.85%
- 14. WHY DO WEBSITES RANK?
- 16. SIMPLEST WAY TO UNDERSTAND SEO Can the robots read your site? Is what they read relevant to your goals? Do others link to your site correctly? Are people talking about your site online? Online Marketing Plan Organic Traffic
- 17. REFERRAL MARKETING When someone else refers a friend you trust it. What types of referrals do you want? • Blogs and articles about your company • Social Media about you or your company • Partnerships and alliances Online Marketing Plan Organic Traffic Referral Traffic
- 18. MATT CUTTS + POLEVAULT Online Marketing Plan Organic Traffic Referral Traffic
- 19. WHAT HAPPENED? Online Marketing Plan Organic Traffic Referral Traffic
- 20. PAID SEARCH Online Marketing Plan Organic Traffic Referral Traffic Paid Search Traffic
- 21. Paid Ads Organic Listings
- 22. Paid Ads Organic Listings
- 23. “COMMERCIAL CARRIER INSURANCE” Bing cost per click = $.51 Google cost per click = $5.63 Online Marketing Plan Organic Traffic Referral Traffic Paid Search Traffic
- 24. EMAIL MARKETING Two types of emails: Warm emails to people that know you* Prospecting emails to people that don’t know you or SPAM! Online Marketing Plan Organic Traffic Referral Traffic Paid Search Traffic *One of the least expensive ways to drive traffic Email Marketing
- 25. HOW DO YOU BUILD AN EMAIL LIST? Have a partner send an email about you and have a data collection point. (Joint Venture) Advertise and collect information Purchase a list / rent a list NOTE: Know your numbers Online Marketing Plan Organic Traffic Referral Traffic Paid Search Traffic Email Marketing
- 26. WHAT ARE THE NUMBERS Online Marketing Plan Organic Traffic Referral Traffic Paid Search Traffic Email Marketing
- 27. Online Marketing Plan Organic Traffic Referral Traffic Paid Search Traffic Email Marketing
- 28. DISPLAY ADS When you decide how to advertise you need to consider your mix of marketing and your budget. Paid Search = CPC = Show ads to searchers Display Ads = CPM = Showing ads to target users Online Marketing Plan Organic Traffic Referral Traffic Email Marketing Paid Search Traffic Display Ads
- 29. RETAIL / NETWORKS / EXCHANGES You have to decide who your target is and where they are. Ads on KSL – Retail vs. Network vs. Wholesale - $4 - $12 per 1000 views - $3.50 per 1000 views - $.45 per 1000 views Online Marketing Plan Organic Traffic Referral Traffic Email Marketing Paid Search Traffic Display Ads
- 30. Questions? Organic Traffic Tony Passey @tonypassey Referral Traffic tony.passey@utah.edu Paid Search Traffic Display Ads Email Marketing
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- Once I have a new website, how do I get visitors?