Mastering Your Online Marketing Strategy
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There is only one metric that means anything in business: how you're doing against your competition. BE AN ABLE MARKETER TO MASTER YOUR ONLINE STRATEGY: There are 6 onsite and offsite aspects to branding that companies should master to have a holistic, integrated, and successful online marketing program.
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Mastering Your Online Marketing Strategy
- 1. Mastering Your Online Marketing Strategy Oct 7, 2009 - Copyright 2009 - Heardable, Inc. - www.heardable.com
- 2. There is only one metric that means anything in business: how you're doing against your competition. -3-
- 3. How well you're doing seems to be fairly straightforward. Just look at the revenue, right? -4-
- 4. Revenue + What Other Factors? How does the CEO know that marketing dollars are being well spent? Who is holding our vendors accountable? Have we monetized the web to deliver maximum shareholder value? Does the CMO understand which channels generate the highest ROI? Where are the growth opportunities? -5-
- 5. Portable Shareable Sociable THE ABLE's Actionable Searchable Measurable -6-
- 6. Portable Shareable Sociable A unique blend of onsite and offsite variables that brands should master to have a holistic, integrated, and successful online marketing strategy. Actionable Searchable Measurable -7-
- 7. Portable Shareable Sociable The more portable devices your website is optimized for, the better positioned your brand will be to capitalize on the emerging mobile market. Poor GUI 's, code, etc., could have negative brand consequences. Actionable Searchable Measurable -8-
- 8. Source: Heardable survey of 83 marketers, 9/23/09 -9-
- 9. Don't Just Think Mobile Marketing, Think Portable Search & Micro User Experiences -10-
- 10. Portable Shareable Sociable Social engagement can be good for brands. Firms that monitor, engage, and respond to what consumers, constituents, and competitors are saying about them are better positioned to influence sales & brand attributes. Actionable Searchable Measurable -11-
- 11. Marketers Say They Are Focused On Social Source: Heardable Survey of 83 marketers, 9/23/09 -12-
- 12. Only 2 out of 100 Fortune 100 CEO's has a Twitter account. And neither has posted anything. Source: didierlahely.com -13-
- 13. Search Is Becoming More Conversational -14-
- 14. Search Engines Love Social Content #1 natural search result on Google is social content on Mahalo, not BAC.com -15-
- 15. It's An Exact Phrase Match: Big Deal Social phrase resulted in #1 position on page 1 of Bing and Yahoo -16-
- 16. Remove non-branded terms Brands have a strategic marketing opportunity to partner with social networks, participate in consumer conversations, and benefit from it. Social result still appears in 5th position on page 1 of Google! -17-
- 18. Wikipedia, AOL Finance*, Yahoo Finance*, BloggingStocks, Topix, Facebook
- 19. Whole Foods Market on Google: 4 of 10 page one natural search results is social
- 20. Wikipedia, Twitter, Yahoo Finance*, WFM blog
- 21. Victoria’s Secret on Yahoo: 5 of 10 page one natural search results is social
- 22. Facebook, Answers.com, Spike.com video feed, victoriasecretbags.blogspot.com, Wikipedia-18-
- 23. I Now Pronounce You: Monetized JK Wedding Entrance Dance Video: Reactive Social Media Strategy [ UGC + YouTube + 24 million views + copyright infringement + zero development costs + zero video streaming bandwidth fees + Sony monetization via click to buy text ads = bumper payday for YouTube, Sony, and Chris Brown ] -19-
- 24. Portable Shareable Sociable Websites optimized for natural search, especially by local geo-locations, business listings, or product SKUs ,can be more easily found by crawlers & bots [more long tail site traffic over time] Actionable Searchable Measurable -20-
- 25. How Search Engines See Nike.com All code and few keywords. -21-
- 26. How Search Engines See BigMouthMedia Plentiful keywords! -22-
- 27. Inbound Links + Pages Count = SEO Amplifiers # Links Pages Brand SEO 2,070,339 55,800 Bankrate.com Excellent 6,094 2,210 UnionBank.com Below average -23-
- 28. Local & SKU Content Improves Long Tail SEO Page 1 Google Result Google Indexed Pages: 2,670,000 -24-
- 29. Portable Shareable Sociable The ability to monitor, track, analyze, report, & optimize a website is a critical digital marketing function--yet many firms aren't mining this knowledge to make online experiences more relevant, usable, efficient, or profitable. Actionable Searchable Measurable -25-
- 31. Typical web analytics focus on website performance
- 32. But is that the complete picture? What about...Mobile usability stats Interactivity Social search stats Sales funnel anaysis Usability test results Mobile search engine stats Multivariate testing Long tail search stats Publishing & syndication stats Online brand reach & influence -26-
- 33. Do SEO Vendors Practice What They Preach? 99.9 - www.bigmouthmedia.com99.7 - www.6smarketing.com99.7 - www.primevisibility.com99.6 - www.bruceclay.com99.6 - www.webadvantage.net99.5 - www.vizioninteractive.com99.4 - www.submitawebsite.com99.3 - www.seo.com98.9 - www.oneupweb.com98.2 - www.webmetro.com97.9 - www.netconcepts.com97.6 - www.iCrossing.com97.3 - www.thinkseer.com96.5 - www.purevisibility.com96.3 - www.seojunkies.com95.9 - www.increasevisibility.com95.5 - www.reprisemedia.com95.5 - www.rustybrick.com95.0 - www.seop.com94.0 - www.nowspeed.com93.0 - www.ilikesem.com92.0 - www.usawebsolutions.com91.0 - www.tmpdm.com90.0 - www.iprospect.com85.0 - www.360i.com85.0 - www.razorfish.com71.0 - www.ip-seo.com67.0 - the-ccg-group.com43.0 - www.asenyo.com Web measurement tools can save you time and money. Here I utilizeWebsiteGrader to rate the SEO vendors. -27-
- 34. Analytics Are Worthless w/o Taking Action Improve responsiveness by adding more direct response elements to each page and testing impact Boost interaction by adding Flash tool to home page to measure engagement and lead impact. Our brand is being mentioned more and more on social communities, but how is this impacting our bottom line? Tie results into our current sales and customer sat reports. -28-
- 35. Most Effective Online Marketing Strategies Source: Heardable's Survey of 83 marketers, 9/23/09 -29-
- 36. Least Effective Online Marketing Strategies Source: Heardable's Survey of 83 marketers, 9/23/09 -30-
- 37. Portable Shareable Sociable An actionable website or online brand experience is one that fulfils user needs--making it easier to interact, transact, register, or communicate. [Accessibility = higher sales, satisfaction, and socialization] Actionable Searchable Measurable -31-
- 38. 70+ Actionables On A Page Are Too Much! -32-
- 39. Every Web Page Is A Landing Page -33-
- 40. Actionable For All? Source: Heardable's Survey of 83 marketers, 9/23/09 -34-
- 41. Portable Shareable Sociable Being a transparent company plays off of the social concept that you get what you give. Freeing data & content via RSS, API, syndication, etc., not only helps build trust, it enables new forms of collaboration & opportunities. Actionable Searchable Measurable Measurable -35-
- 42. TRADITIONAL WEBSITE CONTENT Social +Data is 500x larger SOCIAL + DATA Brand-generated content is dwarfed by conversations and data feeds about your brand. The Deep Web is Where the Action Is -36-
- 43. Law Of Reciprocity: You Get What You Give MASHUP'S API FEEDS VIDEO FEEDS AUDIO FEEDS TEXT FEEDS RDF FEEDS Sharing increases your odds of being heard! -37-
- 44. Corporate Websites Are Loosing Power -38-
- 45. Google Wave: UGC + Real-Time Collaboration -39-
- 46. Closing -40-
- 48. Right now, when a CEO spends a million bucks, he may as well be on a trip to Vegas with a croupier on his arm.
- 49. Actionable analytics ensures that your investments will result in measurable outcomes that can then themselves be optimized by further investment.-41-
- 51. Optimize your website for the top 3-5 mobile browsers
- 53. Get a key executive to start blogging or tweeting
- 55. Compare # inbound links & indexed pages on your site against competitors
- 56. Publish search optimized GEO and SKU content pages - Heardable's GeoPing
- 57. Use Google's local business listings - http://www.google.com/local/add
- 58. Develop a social-search optimization plan - Mahalo, Yahoo Answers, Twitter-42-
- 60. Read a current analytics report and make 3 actionable decisions today
- 61. Track & optimize your telephone leads by online campaign using dynamic 800 #'s
- 63. Design every page on your site like a landing page (enable transactions)
- 64. Try multivariate testing to boost landing page results - Test & Target
- 66. Embrace user feedback - Allow product ratings, accept Mahalo feeds on your site
- 67. Try collaborating with employees & partners in a new way - Google Wave-43-
- 101. http://vitrue.com
- 104. http://sysomos.com
- 107. http://builtwith.com
- 111. http://www.alexa.com
- 113. What's your Heardable Score? website heardable.com blog http://heardable.com/blogroll.php twitter @heardable 44 Copyright 2009 Heardable, Inc. www.heardable.com
Hinweis der Redaktion
- Companies face an important balancing act between empowerment and control when it comes to taking their brand to social spacesBrand is really the overlooked piece in a lot of social strategies… you see a lot of discussion on how to succeed on Facebook, or to have an effective blog, or Twitter… but less on how fundamentally companies need to think about their brand
- Community is at the heart of the web experience, hence the rise of social media.Brands haven’t been invited into these communities, it’s about individuals.Brands are trying to figure out how to become part of these communities because they know that effective listening is critical to business success.