A web marketing roadmap for success in 2010 presented by Tom Casale and bill Kamper from Chicago online marketing agency www.SimplifiedSolutions.biz.

1. Web Marketing Webinars
Web Marketing Webinars
a simplified session
a simplified session

2. 10 Simple Strategies to
10 Simple Strategies to
Make your Web Marketing Click
Make your Web Marketing Click
Presented by
Tom Casale Bill Kamper
tom@simplifiedsolutions.biz bill@simplifiedsolutions.biz

3. What is your
Marketing Objective?
• Drive leads! Drive sales!
• Increase awareness of products or services
• Drive traffic to your brick and mortar, website
or online store.
• Encourage trial or leads.
• Enhance or manage your reputation online.
• Leverage existing consumer and customer.
relationships for incremental business.
• Higher Prestige/Industry Leader.
• Drive leads! Drive sales!

4. So where do you start?
So where do you start?

5. #1. Develop a comprehensive
#1. Develop a comprehensive
online marketing plan
online marketing plan
“You will now have a starting place and a destination, and you will be able to determine
what it will cost you to get there. You will be going someplace.”
H. Stanley Judd

6. Developing an Online
Marketing Plan
What do we know? Where do you want to go?
• What is your current presence in relevant online
channels?
• Are you getting all the traffic you need? Why not?
• How does your potential customer or client use
online media?
• What are the best channels to engage
customers, and how?
• What is your competition doing?
• What is your conversion rate? How can we do
better?
Multiple Online Channels • What kind budget do you need to be effective?
• What are the best measurements for ROI?

7. Create a Roadmap
for Success
A well-thought out roadmap will…
• Point you in the right direction
• Keep you from veering off
course.
• Identify the quickest routes by
which you can reach your
business goals.
• Save you time.
• Help you to budget.
• Syncrohonize with your
company's goals.
How to get from here to there
• Be in control.

8. #2. Research words that potential
#2. Research words that potential
customers use to search online for
customers use to search online for
your type of business online
your type of business online
“27 billion online searches were performed in the US alone in December 2009.”
comScore

9. A Word About Keywords
• Understanding how keywords are
used in searches is the life blood
of a successful online marketing
plan.
• Keywords research can tell us
which terms are most competitive
and relevant for your business in
online searches.
• All your online content should be
seeded with these keywords.
Short-tail vs. Long-tail Phrase • Invest in Keyword Research!
Cheesy example: Instead of just cheese>cheese
platters>gourmet cheese platters>European
gourmet cheese platters... with delivery... in
Chicago... South Loop.

10. #3. Make your website
#3. Make your website
“Google-friendly”
“Google-friendly”
“Google sites ranked as the top search property worldwide with 87.8 billion searches
in December 2009, or 66.8 percent of the global search market.”
comScore

11. Optimize Your Website
• The key to higher search
rankings is effectively using
searchable keywords to
optimized all of the site’s pages.
• If your web pages are not
indexed in the first 30 listings
then you are missing traffic
Rank Higher in Organic Searches

12. A Case Study:
Ten East Delaware
Every page on the
website must use
unique keyword
combinations
relevant to that
pages content
• Page titles
• Headlines
• Copy
• Logos
• Images
• Links

13. A Case Study:
Ten East Delaware
Ranked in the top ten
for five key pages

14. #4. Get to the top of the
#4. Get to the top of the
search engines -- now!
search engines now!

15. Paid Search (Pay-per-click)
Drive substantial qualified traffic by
“buying” specific keyword terms for your
ad. to appear at the top of search listings
or on relevant websites.
You only pay for performance!
Google Adwords
Social Media PPC
Banner & Affiliate Ads

16. #5. Spread your good news
#5. Spread your good news
over the web
over the web

17. Online PR
• Distribute keyword-rich company
news through multiple syndication
channels.
• Promote events, new business,
research, new services and
products, key hires, etc.
• Positive news appears in searches,
industry blogs and online media
channels
• A few examples:
http://tiny.cc/SmartResources
http://tiny.cc/SmartResources2
Fill Multiple Channels
http://tiny.cc/CovenantSecurity
With Your News

18. #6. Get social!
#6. Get social!

19. Social Media
• Use the power of social networks
to maximize your exposure in
relevant social media spaces
- Make connections
- Share news
- Listen and Learn
- Collaborate
- Engage
- Go Viral
• Every space is different. Each
must have a unique plan in place.
What is the best use of social media?

20. Social Media
• Build your own internal social
networks for collaboration.
• Join industry or association groups
and forums for networking.
• Build alliances and contacts,
improve feedback, share
knowledge, or learn something new.

21. #7. Leverage email marketing
#7. Leverage email marketing
to promote your business and
to promote your business and
build relationships
build relationships

22. Email/Loyalty Marketing
• Build an permission-based marketing program
to highlight new products or services, promote
events, showcase videos, provide helpful tips
and industry insight, conduct surveys, or make
an exclusive offer.
• Benefits: Timely touch points, stronger
relationships, metrics, and drive sales.

23. #8: Be an Industry leader!
#8: Be an Industry leader!

24. Blog Marketing &
Thought-leadership
• Write about what you know! Be the expert!
• Create awareness, reinforce your thought
leadership (expertise), and raise your
visibility in search engines.
• Search engines favor blog content.
• Content can include keywords that your site
might not be able to maximize.
• PLUS blogs send tons of links back to your
website (Google loves that).
• Example: http://www.HardHatChat.com and
http://www.margoliscoaching.com/

25. #9: Tell a powerful story
#9: Tell a powerful story
with hi-impact video
with hi-impact video

26. Video Marketing
• 38% of all searches are video-
related - Get found!
• Video is powerful visual
demonstration and story telling
too.l
• Showcase your products,
services, or company in action.
• Distribute to over 20+ video
channels and through your
email campaigns.
Examples: • Optimize with video-related
http://www.youtube.com/rmkcommunities keywords.
http://tiny.cc/ElevenCityDiner
http://www.youtube.com/user/simmysol

27. #10. Broadcast your meeting or
#10. Broadcast your meeting or
make a presentation over the web
make a presentation over the web

28. Webcasting and Webinars
• Broadcast your message to a wider
audience for sales presentations, panel
discussions and internal meetings with
multi-media interactive webcasts.
• Communicate and showcase your
services and products to clients, field
offices, or association members.
• Save time and money.
Interactive Meeting
and Presentations

29. Webcasting and Webinars
Interactive Meeting
and Presentations

30. #Bonus: Link up with your industry
#Bonus: Link up with your industry
for better search results
for better search results

31. Linking and Directories
• Search engines reward websites
that have relevant links to other
sites or blogs.
• Linking from industry directories,
association, and partners sites will
help increase traffic to your site.
• For example:
http://tiny.cc/NEWHLINKSPAGE
Create listing and links

32. Got Questions?
Got Questions?
Give Tom or Bill a call at
Give Tom or Bill a call at
312-846-7669
312-846-7669
Tom Casale Bill Kamper
tom@simplifiedsolutions.biz bill@simplifiedsolutions.biz

33. SimplifiedWorkshops
SimplifiedWorkshops
Coming this Spring
Coming this Spring
Hands-On Training
Getting Google Friendly
Going 2.0 and Beyond
Email Maximization
Blog Maximization
Stay tuned for dates and location
Give Tom or Bill a call at 312-846-7669