Developing an online marketing plan

Post on 14-May-2015

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Find out how to build a marketing plan including SEO (search engine optimization), CPC (adwords), CPM (display), email marketing and referral marketing. Learn how to prioritize channels and balance your efforts. Information used from the following sites: http://www.polevaultmedia.com http://searchengineland.com/seotable http://www.slingshotseo.com

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DEVELOPING AN ONLINE MARKETING PLANTONY PASSEY

AUDIT THE CURRENT WEBSITE OR PLAN A NEW ONE.

Is the site transactional or informational?

• Informational – Interactive brochure online

• Usually when things move around on the screen that will add cost (eg. Javascript)

• Transactional – Online product or service sales

• Transactional or E-Commerce are usually more expensive because of security and complexity

TARGET DEMOGRAPHICDefine 90% of your users – you can’t track 100%

• Age, Sex, Interests, Adoption Rate

• Estimate percentages of types of users

Prioritize the users

• Web properties that try to be everything to all people fail.

• Steps in your conversion funnel should be tailored to your top users

DEFINE THE CONVERSION

Conversion is a goal you are trying to have the user accomplish

It can be transactional or a defined action. It may not have a specific dollar amount tied to it.

• Complete an online purchase

• Submit a form

• Time on site

• Pages viewed

• View a specific series of pages

• Bounce rate (decrease)

TRACKING / ANALYSIS

Set up a way to track your performance metrics

• Built in tracking software (eg. Facebook insights)

• Third party tracking

• Google Analytics• Web Trends• Adobe Site Catalyst

• Additional tools for tracking and analysis

• Spreadsheets, Adobe Test and Target, Optimizely, SEO tracking software

Online Marketing

Plan

Organic Traffic

Referral Traffic

Paid Search Traffic

Display Ads

Email Marketing

Proper Website

Target Demographic

Tracking / Analysis

WHAT TYPE OF TRAFFIC DO YOU NEED?

Each traffic channel is suited for different types of traffic

• Some take more money

• Some take more time

• Some take more skill

One large consideration is Cost vs. Time

Online Marketing

Plan

Lower Cost Higher Cost

QuickerReturn

LongerReturn Organic

Traffic

Referral Traffic

Paid Search Traffic

Display Ads

Email Marketing

Online Marketing

Plan

PRIORITIZATION OF CHANNELS

New startup:

Existing Business(new to internet marketing)

Marketing for a

Specific Project or

Event

Organic Traffic

Referral Traffic

Paid Search Traffic

Display Ads

Email Marketing

Organic Traffic

Referral Traffic

Paid Search Traffic

Display Ads

Email Marketing

Organic Traffic

Referral Traffic

Paid Search Traffic

Display Ads

Email Marketing

Online Marketing

Plan

ORGANIC SEARCH ENGINE RESULTS PAGES

Online Marketing

Plan

Organic Traffic

Paid Ads

Organic Listings

Paid Ads

Organic Listings

“COMMERCIAL CARRIER INSURANCE”

Bing cost per click = $.51

Google cost per click = $5.63

Online Marketing

Plan

Organic Traffic

Online Marketing

Plan

Organic Traffic

Data from a study doneby Slingshot SEO

WHY DO WEBSITES RANK?

SIMPLEST WAY TO UNDERSTAND SEO

Can the robots read your site?

Is what they read relevant to your goals?

Do others link to your site correctly?

Are people talk about your site online?

Online Marketing

Plan

Organic Traffic

REFERRAL MARKETING

When someone else refers a friend you trust it.

What types of referrals do you want?

• Blogs and articles about your company

• Social Media about you or your company

• Partnerships and alliances

Referral Traffic

Online Marketing

Plan

Organic Traffic

MATT CUTTS + POLEVAULT

Referral Traffic

Online Marketing

Plan

Organic Traffic

WHAT HAPPENED?

Referral Traffic

Online Marketing

Plan

Organic Traffic

EMAIL MARKETING

Two types of emails:

Warm emails to people that know you*

Prospecting emails to people that don’t know you or SPAM!

*One of the least expensive ways to drive traffic

Referral Traffic

Email Marketing

Online Marketing

Plan

Organic Traffic

HOW DO YOU BUILD AN EMAIL LIST?

Have a partner send an email about you and have a data collection point. (Joint Venture)

Advertise and collect information

Purchase a list / rent a list

NOTE: Know your numbers

Email Marketing

Online Marketing

Plan

Organic Traffic

Referral Traffic

WHAT ARE THE NUMBERS

Email Marketing

Online Marketing

Plan

Organic Traffic

Referral Traffic

Email Marketing

Online Marketing

Plan

Organic Traffic

Referral Traffic

ADVERTISING

When you decide how to advertise you need to consider your mix of marketing and your budget.

Paid Search = CPC = Show ads to searchers

Display Ads = CPM = Showing ads to target users

Email Marketing

Online Marketing

Plan

Organic Traffic

Referral Traffic

Paid Search Traffic

Display Ads

COST PER CLICK

Google

• More expensive

• Idiot warfare

Bing

• Cheaper

• More effective

• Lower Volume

Email Marketing

Online Marketing

Plan

Organic Traffic

Referral Traffic

Paid Search Traffic

Display Ads

DISPLAY

You have to decide who your target is and where they are.

Ads on KSL – Retail vs. Network vs. Wholesale

- $30 per 1000 views

- $3.50 per 1000 views

- $.45 per 1000 views

TARGETING PEOPLE OR LOCATIONS

What does an ad at the superbowl cost?

What does an ad in the bathroom at the superbowl cost?

What does an ad on the windshield cost?

FOLLOW-UP

Tony Passey

Assistant Professor, Lecturer

David Eccles School of Business

University of Utah

tony.passey@utah.edu

@tonypassey

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