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Women & Online Marketing: 25 Creative Tips
- 2. Today’s Agenda
I. Introduction
II. Review Company Goals & Objectives
I. What’s the Difference?
II. Choosing Measurable, Realistic Goals & Objectives
III. Discuss KPIs
I. Online Marketing KPIs
II. Steps for Implementing KPI Tracking
IV. Review Top 25 Online Marketing Tips
I. Content
II. Paid Search
III. Social Media
IV. SEO
V. Email
V. Online Marketing Plan Wrap-Up / Questions
VI. Free Site Assessment
©Fathom SEO, LLC, all rights reserved 2013
- 3. Introduction
#WIB2013
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- 4. #WIB2013
Did you know?
©Fathom SEO, LLC, all rights reserved 2013
- 9. #WIB2013
Building a Digital
Marketing Plan
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- 10. Marketing Plan Overview #WIB2013
Goals
Objectives
KPI Measurement
Tactics
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- 11. #WIB2013
Goals & Objectives
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- 12. Goals vs. Objectives
What’s the difference?
Goals are broader outcomes you want to achieve
Objectives are more specific outcomes for your business that are
measurable
The bull’s eye example:
Goal: I want to hit the target
Objective: I will learn to shoot accurately so I can hit the bull’s eye
©Fathom SEO, LLC, all rights reserved 2013
- 13. Choose Your Goals
Examples:
Increase Revenue
Increase Leads
Improve Online
Visibility
Improve Online
Reputation
©Fathom SEO, LLC, all rights reserved 2013
- 14. Choose Your Objectives
Examples:
Improve average order value on-site by 5% [Increase Revenue]
Improve on-site conversion rate by 10% [Increase Leads]
Increase number of non-branded search terms ranking on
page 1 from 5 to 10 [Improve Online Visibility]
Increase number of on-site customer reviews by 10% [Improve
Online Reputation]
©Fathom SEO, LLC, all rights reserved 2013
- 15. Example Online Marketing Objectives
Goal: Increase Revenue Goal: Increase Leads
Improve rankings of specific product categories Improve rankings of specific product or service
Increase referral traffic categories
Increase organic keyword traffic Increase referral traffic
Increase rankings for strategic keywords Increase organic keyword traffic
Increase ranking for long-tail keywords Increase rankings for strategic keywords
Increase branded keyword traffic Increase ranking for long-tail keywords
Increase number of new visitors Increase branded keyword traffic
Increase number of returning visitors Increase number of new visitors
Increase geo-targeted keyword traffic Increase number of returning visitors
Increase conversion rate on top landing pages Increase geo-targeted keyword traffic
Increase conversion rate on specific product or Increase on-site form completions
category pages Increase conversion rate on top landing pages
Increase number of social referrals Increase conversion rate on specific product or
Increase conversions from social referrals category pages
Increase number of email referrals Increase number of social referrals
Increase conversions from email referrals Increase conversions from social referrals
Increase number of email referrals
Increase conversions from email referrals
Increase customer interaction with site
©Fathom SEO, LLC, all rights reserved 2013
- 16. Example Online Marketing Objectives
Goal: Increase Market Share or Goal: Increase Online Visibility
Penetration Increase number of properties ranking for
branded keywords
Improve rankings of specific product or
category pages Increase rankings for strategic keywords
Increase referral traffic Increase rankings for long-tail keywords
Increase organic keyword traffic Increase geo-targeted keyword rankings
Increase rankings for strategic keywords Increase social sharing & engagement
Increase rankings for long-tail keywords Increase social fan/follower base
Increase branded keyword traffic Claim top spot for in paid search for branded
keywords
Increase number of new visitors
Increase number of email sign-ups
Increase number of returning visitors
Increase geo-targeted keyword traffic
Increase social sharing
Increase social fan/follower base
Claim top spot for in paid search for branded
keywords
©Fathom SEO, LLC, all rights reserved 2013
- 17. Example Online Marketing Objectives
Goal: Improve Online Reputation Goal: Increase Local Market
Increase number of properties ranking for Penetration
branded keywords
Increase geo-targeted keyword traffic
Increase social sharing & engagement
Increase positive customer reviews on local
Increase social fan/follower base business review/listing sites
Increase branded keyword traffic Increase traffic from mobile
Increase number of new visitors Increase fans/followers in location-based social
Increase number of returning visitors networks, like foursquare
Decrease negative sentiment in social channels Claim top spot for in paid search on mobile
Increase positive customer reviews devices
Claim top spot for in paid search for branded Increase referrals from local deals sites like
keywords Groupon or Living Social
©Fathom SEO, LLC, all rights reserved 2013
- 18. #WIB2013
Key Performance
Indicators (KPIs)
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- 19. What are KPIs #WIB2013
Key Performance Indicators: Quantifiable metrics that reflect how well an
organization is achieving its stated goals and objectives.
Trickle down effect
Organization
Goal: Be known as leading Marketing Firm in Healthcare Industry
Objective: Secure 5 new Healthcare Engagements in Q1
KPIs: # of Healthcare Leads Generated by the Web
Team Member
Goal: Same as Organization
Objective: Increase Whitepaper downloads by 30% in Q1; increase referral traffic by 15% in Q1
KPI: # of Whitepaper downloads; Weekly number of Tweets @ Healthcare companies; # of
Healthcare Blog Posts; monthly referral visits from Blog
©Fathom SEO, LLC, all rights reserved 2013
- 20. Choose Your KPIs #WIB2013
Phone calls
Website Visits (organic, referring, direct, paid)
Conversion rate
Bounce rate
Sales / Transactions
Whitepaper downloads
Form completions
Social media referrals
Social media conversions
Engagements metrics (such as shares, likes, comments)
Time on site
Customer Support Requests
Positive Reviews
Shopping cart abandonment
Keyword Rankings
Specific Number of [blog posts] [content pages] [link outreach emails] each [week/month]
©Fathom SEO, LLC, all rights reserved 2013
- 21. How to Measure KPIs #WIB2013
Google Analytics
Social Media Conversions
Tracks how many forms came from people who visited a social site first – Last
Interaction vs. Assisted
Event tracking
Tracks how many people clicked on links (video links, page links, blog links)
Goal tracking
Tracks how many people filled out a form
©Fathom SEO, LLC, all rights reserved 2013
- 22. How to Measure KPIs
Call Tracking (changes phone number based on source of visitor)
Google Adwords
Conversion tracking
Click Through Rate / Conversion Rate
Click-to-Calls
©Fathom SEO, LLC, all rights reserved 2013
- 23. How to Measure KPIs
Keyword Tracking (rankings, visits, conversions)
©Fathom SEO, LLC, all rights reserved 2013
- 24. #WIB2013
Tactics
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- 25. Tips for Choosing the Right Tactics #WIB2013
Make sure they relate to your objectives & goals
Ex. Do not choose “social media contest” if your goal is to increase conversion
rate of your website
Focus, Focus, Focus
The narrower the focus, the higher the productivity
Consider Your Timeline
Need quick hitting success? Choose tactics that won’t involve a bottleneck.
Looking for a long term impact? Make sure your team understands the end goal
and that they’re in it for the long haul.
Ex. Driving More Traffic to the Blog, Getting more Facebook “likes”
©Fathom SEO, LLC, all rights reserved 2013
- 26. Content Tactics
25. Host a webinar or a series of
informational videos
24. Design an infographic: go the extra
mile and collect your own data
23. Write a white paper
22. Inspire user-generated content & let
others create the content for you!
©Fathom SEO, LLC, all rights reserved 2013
- 27. Content Tactics
21. Start blogging
Establish yourself and your company as experts
Create a place on your site for more engaging content
Build the authority of your website
Capitalize on long-tail search terms
©Fathom SEO, LLC, all rights reserved 2013
- 28. Paid Search Tactics
20. Revisit Paid Search Landing Pages - send users to most relevant LP.
Make sure it relates to the keywords you are bidding on!
19. Make sure ads have a call to action.
It’s important to let users know what you want them to do next and
what they can expect when they click on an ad
18. Set up conversion tracking code in Google AdWords.
Tying revenue to your efforts is crucial and can give you a clear
idea of ROI.
17. Use negative keywords to cut down on irrelevant searches
©Fathom SEO, LLC, all rights reserved 2013
- 29. Paid Search Tactics
16. Review Locations & Hours in Campaign Settings.
You can dictate when and where your ads show.
Choosing locations & hours that fit your audience helps media
spend go much further!
©Fathom SEO, LLC, all rights reserved 2013
- 30. Social Tactics
15. Use images whenever possible to grab your audience and build
engagement
14. Use social media to build relationships with industry influencers
13. Host a contest – this is a great tactic for Facebook and Pinterest
12. Offer coupons or special offers to your social audiences – they’ll
appreciate it and often times they’ll share your offer, which means more
visibility for your company
©Fathom SEO, LLC, all rights reserved 2013
- 31. Social Tactics
11. Capitalize on current events and
trends
Holidays & Events
Oscar’s
Super Bowl
Etc…
Trending or breaking news
Memes
Plan content themes
Example: February – Heart Month
Create an Editorial Calendar
Be creative!
©Fathom SEO, LLC, all rights reserved 2013
- 32. SEO Tactics #WIB2013
10. Build Local Pages & Optimize Site for Local terms
Ex. Google Recommended Search (“doctors office in….”, “law firm in….”)
Create pages for every office / location
Embed Google maps, zip codes, city facts – anything that screams “local”
9. Optimize every page with a unique title & meta description.
Use Google Webmaster Tools to easily identify duplicate titles / metas
Change metas & titles easily in the backend of your website – make sure you have
access to your own website – SUPER important
8. Optimize Your Press Releases – great for including links back to your site & social
profiles (common tactic among large & small companies).
PRWeb & PRNewswire are highly recommended
Include AP distribution; allow you to include photos, videos & links
7. Create & Embed a video on one of your top landing pages
Optimize video with relevant title, description, tags & link back to your site
Dynamic content ranks well on Google – also a good way to drive up video views &
rank on YouTube (Second Largest Search Engine)
©Fathom SEO, LLC, all rights reserved 2013
- 33. SEO Tactics #WIB2013
6. Choose one Theme / Category / Product on Your Site to Optimize
Be VERY picky when nominating keywords
SEO is a snowball effect – best ROI long term if you utilize best practices
Choose keywords that convert well, have less competition & are highly relevant
Ex. “Frames”
“bicycle frames”, “picture frames”, “glasses frames”, “buy picture frames online”,
“12 x 14 inch picture frames”
©Fathom SEO, LLC, all rights reserved 2013
- 34. Email Tactics
5. Aggregate Message Statistics
Group opens, clicks, sends and revenue by theme to determine
what your audience really likes.
4. Set up Test for Email Subject Lines
Determine what drives your audience to open.
3. Review Email Content & Create Engaging, Valuable Email
Messages
If you wouldn’t be excited to receive a message, don’t send it.
2. Clean up Email Lists
Never send email to users who have not opted into your messages.
©Fathom SEO, LLC, all rights reserved 2013
- 35. Email Tactics
1. Implement Marketing Automation.
High lead volume? Create triggered messages. This allows your
sales team to go after the most engaged prospects.
©Fathom SEO, LLC, all rights reserved 2013
- 36. #WIB2013
Marketing Plan Wrap-up
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- 37. Marketing Plan Wrap-Up #WIB2013
Goals
Objectives
KPIs
Tactics
Next Steps?
Jumpstart discussion with boss / company executives
Assign resources & timelines
Meet weekly / bi-weekly to catch up on tactic status
Meet monthly to review KPIs
Meet quarterly to review progress
What worked & what didn’t
©Fathom SEO, LLC, all rights reserved 2013
- 38. Website Assessment #WIB2013
Complete your slips & return to Fathom cup in back of room
Website Assessment:
SEO review
Metas, content, frequency, links, + more
PPC review
Spend analysis, keyword data, ad copy review
Conversion review
CTAs, forms, design, usability
Social Media review
Social profile optimization, frequency, sentiment
Technical review
Site speed, code checkup, + more
http://www.fathomdelivers.com/what-we-do/request-an-assessment/
©Fathom SEO, LLC, all rights reserved 2013
- 39. Thank You!
#WIB2013
Jenni Ramminger
@JenniRamminger
jramminger@fathomdelivers.com
Stephanie Pflaum
@StephPflaum
spflaum@fathomdelivers.com
Amanda Jerele
@amjerele
ajerele@fathomdelivers.com
©Fathom SEO, LLC, all rights reserved 2013