Building A Search Engine Marketing Strategy Around Your Analytics

April 20, 2009

presented by:

Brooke SpilbergB Line Marketing800-250-1630

B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com

Identifying the Best Web Marketing Toolto Achieve Your Goals

Why Internet Marketing?

1. Greater impactwith less budget risk

2. More focusedand targeted

3. Segmentationresearch to target


What Web Marketing Tool Should I Use?

Social Marketing Online PR Email Marketing SEO PPC Blogging


What is the Intent / Motivation?

Poor Reasons:• Your boss told you to do it

• Your competitors are doing it

• It’s new and all the “cool” kids are doing it

• It’s measurable

Good Reasons:• You are trying to accomplish a goal

• You want to yield a higher ROI on your website


Start with Goals

1. Traffic

2. Conversions

3. Engagement

4. Branding

For Each Goal: What to measure Questions to ask your analytics software Tools outside of web analytics software


1. Goal: Increase Traffic

Shows popularity of website and web pages Advertising model• More page views = more ad views = more ad revenue

Measuring landing page from offline promotion• printable coupon, downloadable

Measuring ‘thank you’ page shows conversions Bragging rights• For wards from Alexa, Technorati, etc.

• Leverage in negotiations for sale, link back, press, etc.

• Make the boss happy


Tools to Drive Traffic

SEO / Local SEO Pay per Click Advertising Comparison shopping portals Directories Strategic link building Online PR Blogging RSS


Questions to Ask about Traffic

Always look at trending over time How are things trending? (quantity)• Visitors (No hits!)

• Unique visitors

• Referrals trending?

How valuable (quality) are these visitors?• Keywords coming in on

• Bounce rate

• Average time on site

• Are they taking action? (email sign up, calling, buying, downloading)

• What pages/ themes are most visited?


2. Goal: Conversions/ Leads or Buyers

ROI “Show me the money” Identify ideal customer/ client Conversion funnel• Set up multiple price points from free to expensive

• Learn where commitment drops-off

Competitive advantages• Showcase popular product or service

• Use as loss leader or package with related products/services


Tactics Driving Conversions

SEO / Local SEO Pay per Click Advertising Cost per Acquisition (CPA) Advertising Email Marketing Comparison shopping portals/ feeds In-site search tool Landing page/ Conversion testing Feedback survey


Questions to Ask your Conversions

What tool or keywords drove the conversion? Is the lead coming back to buy or convert on

higher end product? What is your shopping cart abandonment rate? Where are they abandoning along the way?• Check out process too long or complicated

• Programming error

Are those converting satisfied?• Referring other customers


3. Goal: Engagement

Stickiness/ loyalty/ advocates Creates relationship to brand / company/ product /

topic Measuring reputation, customer interaction,

relationships Easy to measure degree of engagement

not as easy to measure kind of engagement (+/-) Result: Did we learn anything? Did our customers

learn anything? Did users interact with company?


Tactics for Enhanced Engagement

Social Marketing / Social bookmarking tools Blogging Online video Podcast Online PR RSS Feed Email Marketing Feedback Surveys Forums/ review boards


Questions to Ask: Measuring Engagement

How long have been on website or blog? How frequently or recently have been on site /

blog? Did visitor take action when on site?• Bookmark, comment, print page, email to a friend

Did visitor take action elsewhere?• Review, Digg, Twitter, Facebook, etc.

Theoretical: What have you done recently that is worthy of a conversation?


Example of Engagement

Engagement metrics with Facebook page Duration, frequency, advocates, sharing,

creating viral activity


4. Goal: Branding

Increase in number of visitors finding site throughcompany name or variation of it

Increase in direct referrers to website Increase mentions of brand (press / blogs/ social)

[screen shot of found mentions]


Tactics for Better Branding

SEO PPC Online PR Email marketing Online video Measure through Google alerts


Questions to Ask: Measuring Brand Success

Number of keyword searches for brand name or URL increasing

How many have tagged your brand in their blogor social network

Number of search results for your brand name(exclude your domain)

Number of link backs; Google PageRank score


Tools for Social Media

Technorati.com AideRSS - Discover the best blogs, find and follow

topic experts Trendpedia -a blog engine that graphs topics,

compare terms, benchmark against your competitors

Xinureturns.com/ MightyBrand.com


Tools for SEO

Compete.com Quantcast.com Alexa.com Hitwise MSN Search Funnel (AdLab.msn.com) SEO-Browser.com Atomz.com Google alerts


Q & A

Questions?

Thanks!

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Building A Search Engine Marketing Strategy Around Your Analytics

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