Making Sense of Internet Marketing for Manufacturers was given at the 2010 CONNSTEP Manufacturers and Business Conference. It outlines many different techniques to help manufacturers grow their business online through the use of SEO, SEM, Social Media, and Web Analytics.

1. Making Sense of Internet Marketing Kathy Hokunson Site-Seeker, Inc.

3. Corporate Office in New Hartford NY

4. Satellite offices in Bloomfield CT & Boston MA

5. Employs 20 in CNY, CT & MA

6. Full Service Internet Marketing Agency

7. Search Engine Optimization Services

8. Pay-Per-Click Management Services

9. Social Media Implementation and Mgmt

10. Web Design, Development, Applications & Testing

12. Quick Video

14. Show of Hands How many of you… …are currently successfully generating opportunities online? …think you could be doing a better job generating online opportunities? …are not sure where to start?

16. You don’t do it every day

17. The options are expanding rapidly

18. We are in a technology revolution

19. Buyer behavior and expectations have changed

21. Strategy Authority Symptoms Information courtesy of Enquiro Research

22. Online Use By Phase Information courtesy of Enquiro Research

23. Over 88% of technical buyers surveyed would go online when involved in a purchase decision. Even in the negotiation phase, 70% of technical buyers consult various online influencers. - Information courtesy of Enquiro Research

24. So where do they go?

25. Budgetary Influences on Destination

26. How much time do they spend?

28. 74.4% choose an organic link

29. 18.7% choose a sponsored link – 12.2% clicked on a top ad while 6.5% clicked on the right rail ads

31. Searchable Technical Content – easy to navigate

33. Contact Information – easy to find

34. What do other people think about this product or service?“When asked what the top influences were on the purchase decision, respondents across all phases indicated that the website of the vendor . . . and search engines were the most important influencers.”

35. How has this impacted business . . .

36. How Products Used to be Purchased... I need a … Where do I get it? Shop Months Evaluate Negotiate Buy

37. ... Today (In the Internet Era) I need a … Where do I get it? Online Shop Evaluate Negotiate Prospect contact Buy

39. They are more informed when they do call

40. You must place your website in the path of prospects

42. Drive Convert Your Website Cornerstones to a successful Internet marketing strategy

45. DRIVESearch Engine Optimization(SEO)

46. That was then ... - Google

47. This is now ... - Google

48. Will Bing be a contender . . .

49. Standard Google SERP

51. What keywords are they using?

52. What keywords are they being found for?

55. Get Listed - Step 1

56. Get Listed - Step 2

57. Google Local Video © 2009 Site-Seeker, Inc.

59. Easy

60. Trackable

64. Create negative words

65. Establishing a budget

66. Create budget parameters: Maximum spend by day, week or month

67. Create effective display parameters

68. Content Network?

70. According to Google online advertising should . . . - Google

71. - Google

72. Localized Search – Organic & PPC General Rule of Thumb If a company can only survive (or thrive) locally… … then a portion of the people searching for the Company’s products or services will refine their search using geographic modifiers Country, State/Province, City/Town/Village, Zip/Postal Code

73. DRIVE Social Media

74. YouTube

75. Video is quickly becoming as widespread a content medium online as text! 24 Hours: The amount of video uploaded to YouTube every Minute. 1,000 Years: The amount of time it would take to watch every video on YouTube. 100 Million: The amount of YouTube videos watched everyday.

79. Monitor Successes

80. Monitor Successes Is this your target audience?

81. DRIVE Social Media & Technical Content

82. What types of content do you most frequently pass along? - Marketing Sherpa

83. Technical Content in Search Screenshot of

84. Technical Content as a Landing Page Screenshot of

85. Technical Content as a Blog

89. Convert & Measure

91. 74.4% choose an organic link

92. 18.7% choose a sponsored link – 12.2% clicked on a top ad while 6.5% clicked on the right rail ads

94. Searchable Technical Content – easy to navigate

96. Contact Information – easy to find

97. What do other people think about this product or service?“When asked what the top influences were on the purchase decision, respondents across all phases indicated that the website of the vendor . . . and search engines were the most important influencers.”

98. Clear Contact Points Products Organized by Type AND Application

99. Case Studies & Engineering Tools

100. Engage your visitors with easy to use contact forms

101. What happens when you do engage them?

102. Short Form Submission October 2009 120 Long Forms Submitted 142 Short Forms Submitted 262 Total 114.75%

103. Case Study Riverhawk Company “Our Internet marketing program is the single best marketing investment we have made.” – Kevin Sanger, VP Sales & Marketing

104. The Company Riverhawk Company www.riverhawk.com Industry: Hydraulic Mounting Equipment Manufacturing Custom Manufacturer & Engineering Services

106. Not optimized for organic search

107. No standard terminology to describe offering

108. Not reaching prospects with solutions

109. Existing traffic not converting

111. Streamline website navigation

112. Increase brand awareness as engineering resource / solution provider

113. Improve use of website real estate

114. Develop valued content

115. Establish website performance baseline and competitive analysis

116. Implement web analytics to evaluate improved website performance

118. April new site published Site baseline: May-June New site data: May - June Approximately 53% more traffic since new site was launched

119. Client Found for “Name” Searches # of Visitors that searched by NAME – stayed the same

120. Client Found for “non-name” Searches 95% increase in prospect group traffic

121. Stickiness Visitors that searched by name are now finding more value and staying on site longer.

122. When you combine the site’s ability to engage users and increase traffic the results can be dramatic.

123. So What!? What does this mean: …who is on my site? …how did they get there? …what are they doing?

129. 94.4% increase in prospect traffic

130. 174.3% more prospects stayed on the new website

131. 50 new inquiries per month (phone and email) with a 26% close ratio

132. First year revenue in excess of $750K

134. Monitor for continuous improvement

135. Your website is a process, not a projectRemember: You cannot manage what you cannot measure!

136. Vertical Websites Social Media Return on Investment Your Website Your website is a machine….

137. ABC Co., sells widgets Here is an example of the power of managing drive, convert and measure. Baseline results

138. Increase traffic only

139. Increase conversion only

140. Impact on Profit + $18,000 + 69%

141. Bring it all together… Let’s look at your websites.

142. "The increase in our website traffic is so large that we are having trouble keeping up with it; however, that's a problem we're grateful for! Before we teamed up with Site-Seeker, our website traffic was virtually non-existent.”

143. "Site-Seeker has done a tremendous job working with us to improve our internet marketing efforts.” “Site-Seeker takes a refreshing analytical approach to internet marketing and it is really paying off.” “Since May of 2003, we have experienced a 10 fold increase in traffic to our website, the average length of visit has increased by 33% and users are viewing more product pages. “