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Tools for Client Success: Buyer Persona,
Google Analytics and Google Webmaster
                  Tools.
Internet Marketing 
               Vertical   Social
               Websites   Media
 Baseline	
               Drive	
         Convert	
  
                                  10,000	
      25%	
     12,500	
        12,500	
  
Your Website




                                  0.75%	
                 0.75%	
   0.25%	
   1.0%	
  




                                    75	
                     94	
            125	
  
                                 More	
  Money	
   25%	
                     67%	
  
Design!




•    Website is a patchwork of good ideas
•    No real flow or grand scheme
•     …website must generate revenue!
•    Design for the customers
Personas!




•  Solu=on:	
  design	
  website	
  around	
  customer	
  personas	
  
•  Defini=on:	
  the	
  aspect	
  of	
  someone's	
  character	
  that	
  is	
  
   presented	
  to	
  or	
  perceived	
  by	
  others	
  
•  Not	
  a	
  target	
  market:	
  DoD,	
  Solar,	
  Asia,	
  women,	
  and/
   or	
  etc.	
  
•  It's	
  a	
  customer s	
  goals,	
  preferences,	
  and	
  decision	
  
   process	
  
•  It s	
  how	
  customer’s	
  will	
  use	
  the	
  website	
  
Persona!
Process!




•    Interview	
  the	
  each	
  product	
  manager	
  team	
  
•    Interview	
  any	
  other	
  stakeholders	
  
•    Conducted	
  user	
  tes=ng	
  based	
  on	
  draP	
  personas	
  
•    Formed	
  a	
  matrix	
  of	
  personas	
  
•    Wrote	
  up	
  a	
  detailed	
  descrip=on	
  of	
  each	
  persona	
  
      –  Personality	
  
      –  Keywords	
  
      –  Desires	
  
      –  Process	
  	
  
Personas!


            Persona
          Persona Goal
               Client Goal
             Engineer
        solve a problem
                be hero

               R&D
           qualify products
            get spec d in

              Buyer
              low price
              regular orders

        Sales & Affiliates
   never see me sweat 
          engagement

             Manager
               profit
               believe in Indium

            Co-Supplier
      improve business
         favorable branding

              Media
          good information
            the authority

            Employees
           belonging
                  retention

            Applicants
        advance career
              find people

             Partners
            solutions
        speed, efficiency, simplicity

            Community
          learn Indium
            build awareness
build wireframe around personas




             Site-Seeker, Inc. ♥ 2011
Wireframe!
R&D Joe!




           His Goal: learn and qualify




           Client’s Goal: get spec d in




           Process: tech papers
R&D Joe!




                              1.

                        2.




1. select product


2. click white paper
R&D Joe!




                   1.




1. read paper


2. download file
                         2.
The Result!
Google	
  
Analy=cs:	
  
Overview	
  
Social
               Media    Drive/Source
Your Website




                        Convert/Behavior




                        Measure/Outcomes
Google Analytics: Key Features



                            Revenue	
  /	
  
                              Lead	
  
                            Genera=on	
  




             Audience	
                          Audience	
  
             Behavior	
                        Segmenta=on	
  
Revenue	
  /	
  
  Lead	
  
Genera=on	
  
Revenue	
  /	
  
  Lead	
  
Genera=on	
  
Revenue	
  /	
  
  Lead	
  
Genera=on	
  
Audience	
  
Segmenta=on	
  
Audience	
  
Segmenta=on	
  

                                                    Medium	
  



       Organic	
            Adver=sing	
             Direct	
                    Email	
                    Social	
  Media	
  



           Keywords	
            Keywords	
            Geographic	
                Geographic	
                   Geographic	
  



          Geographic	
          Geographic	
             Language	
             Mobile	
  V.	
  Comp’	
        Mobile	
  V.	
  Comp’	
  



            New	
  V.	
       Product/Service	
                                      New	
  V.	
  
                                                    Mobile	
  V.	
  Comp’	
                                       Interac=ons	
  
           Returning	
           interests	
                                        Returning	
  
Audience	
  
Behavior	
  
  Source	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Audience	
  	
  	
  	
  	
  Interac8ons	
  	
  	
  	
  	
  	
  	
  	
  	
  Value 	
  	
  
Audience	
  
Behavior	
  
Webmaster Tools: Key features


                                Organic	
  
                                Keyword	
  	
  




                                                    External/
              Sitelinks	
  
                                                  Internal	
  Links	
  




                                  Page	
  
                              Performance	
  
Overview	
  
Overview	
  
Organic	
  
Keyword	
  	
  
External/
 Internal	
  
   Links	
  
Page	
  
Performance	
  
Site	
  Links	
  
Site	
  Links	
  




Meet the Sales department 
<a	
  href="h_p://carbonebmw.com/Department-­‐New.aspx"	
  target="_self"	
  
class="menuitem	
  ">Meet	
  the	
  Sales	
  Department</a>
Bringing it together




                              Primary	
  and	
  
                Page	
         Long-­‐Tail	
  
              Efficiency	
       Keyword	
  
               Analysis	
       Analysis	
  
Page	
  
Efficiency	
  
 Analysis	
  
Page	
  
Efficiency	
  
 Analysis	
  




Site-­‐Seeker,	
  Inc.	
  ©	
  2011
Page	
  
Efficiency	
  
 Analysis	
  
Page	
  
Efficiency	
  
 Analysis	
     Tying	
  in	
  Business	
  Goals	
  
Page	
  
Efficiency	
  
 Analysis	
  
                Business	
  Goals	
  Tie-­‐In	
  
Page	
  
Efficiency	
  
 Analysis	
  
                Tying	
  in	
  Business	
  Goals	
  
Page	
  
Efficiency	
  
 Analysis	
  
                             Tying	
  in	
  Business	
  Goals	
  
           Business	
                    Iden=fy	
  
                                                                   Key	
  Insights	
                        Ac=ons	
  
             Goal	
                      Reports	
  

•  Increase	
  online	
       •  Page	
  efficiency	
     •  BR	
  high	
  &	
  low	
  CR	
     •  Call	
  to	
  ac=on	
  on	
  
   leads	
  via	
  new	
         report	
                  for	
  2	
  top	
  pages	
            pdf’s	
  
   organic	
                  •  Review	
  non-­‐       •  Keywords	
  are	
                  •  Links	
  to	
  relevant	
  
•  Increase	
  lead	
            brand	
  traffic	
          info-­‐phrases	
                      product	
  page	
  
   acquisi=on	
                                         •  Few	
  links	
                     •  New	
  keywords	
  
   efficiency	
                                           •  New	
  keyword	
                   •  External	
  linking	
  
                                                           opportunity	
  
Page	
  
  Efficiency	
  
   Analysis	
  


                  	
  	
  Add	
  Product	
  
                             Link 	
  




Inbound links
Primary	
  
and	
  Long-­‐
   Tail	
  
Keyword	
  
 Analysis	
  
Page	
  
Efficiency	
  
 Analysis	
  
Additional Resource…
Thank
  You!!


                                 Your partner for online success.



Brian	
  Bluff	
  
President	
  and	
  Co-­‐Founder	
  
brianbluff@site-­‐seeker.com	
  


                                       Levi	
  Spires	
  
                                       Vice	
  President	
  
                                       Opera=ons	
  
                                       Levispires@site-­‐seeker.com	
  
                                                                          Kevin	
  Rowe	
  
                                                                          Senior	
  Internet	
  Marke=ng	
  
                                                                          Specialist	
  
                                                                          kevinrowe@site-­‐seeker.com	
  

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Successful Website Marketing - Buyer Personas, Google Analytics and Google Webmaster Tools

  • 1. Tools for Client Success: Buyer Persona, Google Analytics and Google Webmaster Tools.
  • 2. Internet Marketing Vertical Social Websites Media Baseline   Drive   Convert   10,000   25%   12,500   12,500   Your Website 0.75%   0.75%   0.25%   1.0%   75   94   125   More  Money   25%   67%  
  • 3. Design! •  Website is a patchwork of good ideas •  No real flow or grand scheme •  …website must generate revenue! •  Design for the customers
  • 4. Personas! •  Solu=on:  design  website  around  customer  personas   •  Defini=on:  the  aspect  of  someone's  character  that  is   presented  to  or  perceived  by  others   •  Not  a  target  market:  DoD,  Solar,  Asia,  women,  and/ or  etc.   •  It's  a  customer s  goals,  preferences,  and  decision   process   •  It s  how  customer’s  will  use  the  website  
  • 5. Persona! Process! •  Interview  the  each  product  manager  team   •  Interview  any  other  stakeholders   •  Conducted  user  tes=ng  based  on  draP  personas   •  Formed  a  matrix  of  personas   •  Wrote  up  a  detailed  descrip=on  of  each  persona   –  Personality   –  Keywords   –  Desires   –  Process    
  • 6. Personas! Persona Persona Goal Client Goal Engineer solve a problem be hero R&D qualify products get spec d in Buyer low price regular orders Sales & Affiliates never see me sweat engagement Manager profit believe in Indium Co-Supplier improve business favorable branding Media good information the authority Employees belonging retention Applicants advance career find people Partners solutions speed, efficiency, simplicity Community learn Indium build awareness
  • 7. build wireframe around personas Site-Seeker, Inc. ♥ 2011
  • 9. R&D Joe! His Goal: learn and qualify Client’s Goal: get spec d in Process: tech papers
  • 10. R&D Joe! 1. 2. 1. select product 2. click white paper
  • 11. R&D Joe! 1. 1. read paper 2. download file 2.
  • 14. Social Media Drive/Source Your Website Convert/Behavior Measure/Outcomes
  • 15. Google Analytics: Key Features Revenue  /   Lead   Genera=on   Audience   Audience   Behavior   Segmenta=on  
  • 16. Revenue  /   Lead   Genera=on  
  • 17. Revenue  /   Lead   Genera=on  
  • 18. Revenue  /   Lead   Genera=on  
  • 20. Audience   Segmenta=on   Medium   Organic   Adver=sing   Direct   Email   Social  Media   Keywords   Keywords   Geographic   Geographic   Geographic   Geographic   Geographic   Language   Mobile  V.  Comp’   Mobile  V.  Comp’   New  V.   Product/Service   New  V.   Mobile  V.  Comp’   Interac=ons   Returning   interests   Returning  
  • 21. Audience   Behavior   Source                                Audience          Interac8ons                  Value    
  • 23. Webmaster Tools: Key features Organic   Keyword     External/ Sitelinks   Internal  Links   Page   Performance  
  • 30. Site  Links   Meet the Sales department <a  href="h_p://carbonebmw.com/Department-­‐New.aspx"  target="_self"   class="menuitem  ">Meet  the  Sales  Department</a>
  • 31. Bringing it together Primary  and   Page   Long-­‐Tail   Efficiency   Keyword   Analysis   Analysis  
  • 32. Page   Efficiency   Analysis  
  • 33. Page   Efficiency   Analysis   Site-­‐Seeker,  Inc.  ©  2011
  • 34. Page   Efficiency   Analysis  
  • 35. Page   Efficiency   Analysis   Tying  in  Business  Goals  
  • 36. Page   Efficiency   Analysis   Business  Goals  Tie-­‐In  
  • 37. Page   Efficiency   Analysis   Tying  in  Business  Goals  
  • 38. Page   Efficiency   Analysis   Tying  in  Business  Goals   Business   Iden=fy   Key  Insights   Ac=ons   Goal   Reports   •  Increase  online   •  Page  efficiency   •  BR  high  &  low  CR   •  Call  to  ac=on  on   leads  via  new   report   for  2  top  pages   pdf’s   organic   •  Review  non-­‐ •  Keywords  are   •  Links  to  relevant   •  Increase  lead   brand  traffic   info-­‐phrases   product  page   acquisi=on   •  Few  links   •  New  keywords   efficiency   •  New  keyword   •  External  linking   opportunity  
  • 39. Page   Efficiency   Analysis      Add  Product   Link   Inbound links
  • 40. Primary   and  Long-­‐ Tail   Keyword   Analysis  
  • 41. Page   Efficiency   Analysis  
  • 43. Thank You!! Your partner for online success. Brian  Bluff   President  and  Co-­‐Founder   brianbluff@site-­‐seeker.com   Levi  Spires   Vice  President   Opera=ons   Levispires@site-­‐seeker.com   Kevin  Rowe   Senior  Internet  Marke=ng   Specialist   kevinrowe@site-­‐seeker.com