Kennans project

Squeezing the Most Out of Your Marketing Dollars

KONTOR Business Support 407-283-7334 * Orlando, Florida

Table of Contents• Competitive Analysis• Web Design Evaluation• S.E.O. (Organic Search)• S.E.M. (Paid Search & Google)• Landing Pages and Calls to Action• Social Media (Facebook)• Blogging• The Solution• Return on Investment

Client: Florida’s Natural

The CompetitionOrange Juice Comparison

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Taste Test

Google Rank

Florida’s Natural orange juice rated #2 in a recent taste test by Good Housekeeping Magazine. Yet you will see they don’t figure in the Top 5 results on Google. This is a great example of how web design can influence what Google interprets which may influence consumer perception.

Kontor can advise you on how to build a better, more strategic site.

What’s Wrong With My Site?

“It’s a beautiful site, but no one comes to it. What could be wrong?”

Besides being keyworded and optimized for search engines (which we will cover next), our experts at Kontor know what design tricks can help make your site “sticky” – in other words, keeping visitors on the page, directing them to interior pages where they can get the answers they’re searching for, and giving them reasons to buy your product. We can also do analytics that will show when and where they leave your site so you can improve on it. A/B testing can also be done to show which designs work better for your target audience.

Search Engine Optimization: Organic Search & Page Rank

Where Is My Site?

The good folks at Google obviously don’t drink enough orange juice or Florida’s Natural would be in the top 5 search results. Google depends on both “robots” and a team of reviewers that decide what sites have the best content for their readers.

1) A good volume of written content is necessary and that content should not be second-hand or repetitive.

2) A keyword study is in order to match your site’s content to what Google visitors put into their search bar.

3) Inner pages, landing pages, and linked blogs should be of good written quality for a variety of reasons, but mostly for organic search.

Where Is My Site?

Kontor will also submit your optimized website to both search engines and partner sites in your industry to create “backlinking” to increase your Google rank.

Backlinking is a process which many companies find tedious and difficult to achieve on their own. Plus the Internet is ever-changing so keywording and backlinking needs to be refreshed periodically.

Google is not the only search engine that provides organic search. We understand this and can set up your site for Bing and Yahoo.

Search Engine Marketing: Paid Search and Google

Now That Visitors Can Find Me…

You may be thinking, “Now that Google can find me with organic search, my work is over!”

Or you may be thinking, “Now that I see the power of the Internet, I want to make more money!”

Google AdWords are seen on the right hand side of this screen, and sometimes there are “sponsored” results above the organic results as well. In this example, Welch’s is taking the opportunity to tell visitors about antioxidants in grape juice (and get them onto their website) and Target is telling visitors to buy juice at their store.

Your opportunity could also appear here. Kontor can help you.

Landing Pages and Calls To Action

3 Functions of a Landing Page

A landing page is more than just another pretty face. This landing page contains:

1) A call to action, as we say in the marketing business. It’s telling the visitor what to do now that they’re on the site (I would improve it with a store coupon)

2) It contains an analytic code that tracks where the visitor came from (in this case, AdWords)

3) It contains navigation to other areas on the website where the visitor can get answers to their questions

Welch’s threw in an additional feature – an invitation to Like them on Facebook. Coincidentally, that is our next topic.

Social Media Presence Confused Yet?

Facebook

There are over 500,000,000 active users on Facebook, the size of a small country! This represents about 1 in 13 people on earth, and about ½ of them are logged on any given day. What would you give to have ½ of your neighborhood seeing your advertisement on a daily basis? Or maybe you tried to create a Facebook Page for your business and it is lacking that certain something. Even if customers are pressing the Like button, you still don’t know if they’re visiting your website or buying your product or service.

This is a very common problem and Kontor has a solution for you.

Facebook

A word of warning:

You must respond to visitor’s comments that are negative to provide a positive customer service experience.

Customer comments (not spam) can add credibility to your page whether they are positive or negative. But you must monitor them!

Kontor offers this service.

What’s All This I Hear About Blogging?

• Blogging, in theory, can raise your Google Rank and can bring a new level of interactivity to your website or blog site.

• Pointing people to your website should be the #1 focus of your blog, but it must be done subtly.

• A blog has to be kept up to date. Orange juice does not change that often, but new topics of conversation have to be implemented regularly.

• If you assign an employee to writing the blog, you have to make sure they follow through and can provide intelligent content.

• Keyworded copy and links to landing pages are the most effective ways to keep your blog at the top of Google searches.

• Hire Kontor as your “ghostwriter”

What’s My R.O.I.?

• Hi Kennan• This is where you put the pricing proposal and ROI

to the client. I know how to create these but they are highly personalized. You can see from slide 4 that I know Excel and can make a nifty chart from a proposal.