Maximize, Measure and Make Digital Work for You

1. Presented by: Raul Vielma 561-820-4277 rvielma@pbpost.com Maximize, Measure & Make Digital Work for YOU April 8,2011 RealSolutions.PalmBeachPost.com John Garcia 561-820-4296 jgarcia@pbpost.com

2. What you can expect to get out of this workshop Free tools The ins and outs of search Ways to get your business a better position in search results Basic analytics to understand your business/industry Traffic terminology/sources Website review Strategies to increase traffic to your site Online display advertising working for you Metrics for success 2 2

3. Maximize free tools Free blogs See how you compare Free web analytics Free websites/blogs 3 3

4. search Why Anatomy Claim your business Measure traffic 4 4

5. Search Engine Marketing (SEM) The most-used search engine sites give you access to 93%of the West Palm Beach DMA adults online every month. 5 Source: 2010 Scarborough Report, Release 2

6. The Anatomy of a SERP (Search Engine Results Page) Pay Per Click = SEM Google Maps Organic = SEO Pay Per Click = SEM 6

7. SEO Tips Keep URLs short: No more than 255 characters Make navigation easy: Along the top or top & left Avoid too many clicks: No more than 4 clicks away from homepage Flash: use sparingly (doesn’t show up on mobile device) More info the better: at least 200-250 words of content 7

8. SEO Audit Tools Xinu Returns – a free web based SEO audit tool Dataopedia – a free web based SEO audit tool – with some competitive data Yellowpipe Viewer – view your site through the eyes of a spider Link Examiner – an application that will crawl your site and find broken links, redirects and more Google Webmaster Tools – provides detailed reports about your pages’ visibility on Google SEObook – a firefox plug-in tool provides a holistic view of your competitive landscape of search results 8

9. Relevancy & Ad Position Relevance Willingness to Pay Ad Rank Which Denotes Ad Position X = Quality Score is determined by a combination of factors including: Click-through-rate (clicks divided by impressions) Keyword and ad text relevance Landing page quality Maximum Cost per Click is the highest dollar amount an advertiser is willing to pay for one click on their ad. Quality Score Max Cost per Click 9 9

10. Ten places to claim your business Google places: http://places.google.com/business Bing Local: http://ssl.bing.com/listings/Listingcenter.aspx Yahoo! Local: http://Listings.local.yahoo.com/basic.php Yelp!: https://biz.yelp.com/claiming FourSquare: http://foursquare.com/business/ Ask: http://www.ask.com/local CitySearch: http://national.citysearch.com/profile/add_business. YellowPages.com (Improve Your Listing): http://www.yellowpages.com/listing_feedback Localeze: http://webapp.localeze.com/extranet/sign-up.aspx Kudzu: https://register.kudzu.com/packageSelect.do 10

11. Claim your business on Google 11

13. Visualize Data

14. Customize reporting

15. Multimedia Tracking12

16. Traffic Metrics 13 13

17. Traffic Sources 14 14

18. Look at your competition Using sites like compete.com, you can see how your site is doing compared to your competition. 15 Source: compete.com

19. The New Shopping Paradigm 80% of consumers have used the Web for researching information about products and services1 yet only… 8% of retail sales occur online2 16 16 Sources: 1Forrester State of Retailing Online 2010; 2US Online Retail Forecast 2010 to 2015

20. website Why Your business partner Questions to ask Strategies to enhance 17

21. A great user experience pays off Visitors who report great user experience are: It has been said that…“Bad home pages (or landing pages) are where good leads go to die” 18 2x 4x as likely to return to your site as likely to report enhanced brand opinion 4x as likely to report higher future likelihood to purchase A great user experience builds trust and rapport even before you ever do business 18 Source: compete.com

22. Have you met your business partner? Your website is working 24/7 to: Facilitate business transactions Generate leads Encourage prospects Build your brand Losing market share in the digital world quickly translate into “real” market share loss. 19 19

23. Asking the fundamental questions 1. What is this website offering? 2. How does this site satisfy my needs? Search/Research Shop/Compare Support 3. Now what? What do I do Where do I go What do I read 20 20

24. Website designed to meet visitor needs 21 21

25. Take the test? Volunteer from the audience who would like to have their website evaluated based on the previous points. 1. What is this website offering? 2. How does this site satisfy my needs? Search/Research Shop/Compare 3. Now what? Support What do I do Where do I go What do I read 22 22

26. Strategies to differentiate yourself generate leads and grow your audience Newsletters Account / Log-in / Personalization! Online only specials / coupons (ex. sephora, chuck-e-cheese) Download brochure (IKEA) Special invitations, VIP offers Referral programs Social networking (facebook, twitter) Interactive location map/store locator Give them a reason to give you their contact information. 23 23

27. Online advertising and Display Benefits Terms Examples Metrics for Success 24 24

29. Brings users within ONE click of your website and information

30. Expands your audience reach

31. Measureable, trackable and beyond the click benefits

32. Flexible, dynamic and efficient

33. Branding Opportunities25 25

34. My ad was delivered, now what? Four things can happen once an ad is delivered Ignored Clicked on Interacted with Remembered Make message/creative impactful Make sure where they land is effective Make the experience informative Key word is view-through 26

35. Metrics for success Key indicators for ad effectiveness 27

36. How valuable is online advertising? Online study conducted by ComScore of 139 campaigns demonstrated the value of online advertising beyond the actual “click”. In a four week period: Lift of 46% to advertisers web site Increase of 38% in search using advertiser’s branded terms Boost of 27% in online sales Additional 17% likelihood of buying at the physical store 28 28 Source: Comscore – How online advertising works: whither the click? Dec. 2008

37. Wrapping up Summary of topics 10 tips for Search Display Collaborative Marketing Next Time 29 29

38. Download Complete Claim your business to achieve better position in search results Monitoring your site traffic Optimize your website with the visitor in mind Pick a strategy to make your website stand out Extend your advertising to include online display Pay attention to ad results beyond the number of clicks 30 30

39. Download Complete: Search 31 31

40. Download Complete: Online Advertising 32 32

41. Collaborative Marketing The most successful websites combine a strategic mix of media vehicles that will reach your target audience. The key is to think it all through so the multiple channels work well together. integration, integration, integration Display in print/online Search Mobile Social media 33 33

43. Mobile Terms you need to know

44. Who and what of mobile usage

45. Mobile influence onconsumers

46. Social MediaQUESTIONS? To download presentation go to: bit.ly/DDseries2

47. Homework Evaluate your existing mobile/social efforts Take a look at your site on a mobile device Ask friends, family, employees about their mobile or social media habits Look at competition marketing – are they using social media in their strategies 35

48. What’s next from The Palm Beach Post 36 Understand and capitalize on consumer buying habits SAVE THE DATE Tuesday, May 17th 8:30am – 12 pm Palm Beach Photographic Centre