Simple. Accountable. Results That Matter. ©Fathom SEO, LLC, all rights reserved 2013 Women & Online Marketing: 25 Creative Tips for Using the Internet.

Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2013

Women & Online Marketing: 25 Creative Tips for Using the Internet to Grow Your Business

March 6, 2013


I. Introduction

II. Review Company Goals & ObjectivesI. What’s the Difference?

II. Choosing Measurable, Realistic Goals & Objectives

III. Discuss KPIsI. Online Marketing KPIs

II. Steps for Implementing KPI Tracking

IV. Review Top 25 Online Marketing TipsI. Content

II. Paid Search

III. Social Media

IV. SEO

V. Email

V. Online Marketing Plan Wrap-Up / Questions

VI. Free Site Assessment

Today’s Agenda


Introduction#WIB2013


Did you know?

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Building a Digital Marketing Plan

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Goals Objectives KPI Measurement Tactics

Marketing Plan Overview #WIB2013


Goals & Objectives

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What’s the difference? Goals are broader outcomes you want to achieve Objectives are more specific outcomes for your business

The bull’s eye example: Goal: I want to hit the target Objective: I will learn to shoot accurately so I can hit the bull’s eye

Goals vs. Objectives


Examples:

Increase Revenue

Improve Visibility

Increase Customer Engagement

Improve Sentiment or Reputation

Choose Your Goals


Examples: Improve average order value on-site by 5% [Increase Revenue]

Improve on-site conversion rate by 10% [Increase Leads]

Increase number of non-branded search terms ranking on page 1 from 5 to 10 [Improve Online Visibility]

Increase number of on-site customer reviews by 10% [Improve Online Reputation]

Choose Your Objectives


Goal: Increase Revenue Improve rankings of specific product categories Increase referral traffic Increase organic keyword traffic Increase rankings for strategic keywords Increase ranking for long-tail keywords Increase branded keyword traffic Increase number of new visitors Increase number of returning visitors Increase geo-targeted keyword traffic Increase conversion rate on top landing pages Increase conversion rate on specific product or

category pages Increase number of social referrals Increase conversions from social referrals Increase number of email referrals Increase conversions from email referrals

Example Online Marketing Objectives

Goal: Increase Leads Improve rankings of specific product or service

categories Increase referral traffic Increase organic keyword traffic Increase rankings for strategic keywords Increase ranking for long-tail keywords Increase branded keyword traffic Increase number of new visitors Increase number of returning visitors Increase geo-targeted keyword traffic Increase on-site form completions Increase conversion rate on top landing pages Increase conversion rate on specific product or

category pages Increase number of social referrals Increase conversions from social referrals Increase number of email referrals Increase conversions from email referrals Increase customer interaction with site


Goal: Increase Market Share or Penetration Improve rankings of specific product or

category pages Increase referral traffic Increase organic keyword traffic Increase rankings for strategic keywords Increase rankings for long-tail keywords Increase branded keyword traffic Increase number of new visitors Increase number of returning visitors Increase geo-targeted keyword traffic Increase social sharing Increase social fan/follower base Claim top spot for in paid search for branded

keywords


Goal: Increase Online Visibility Increase number of properties ranking for

branded keywords Increase rankings for strategic keywords Increase rankings for long-tail keywords Increase geo-targeted keyword rankings Increase social sharing & engagement Increase social fan/follower base Claim top spot for in paid search for branded

keywords Increase number of email sign-ups



Goal: Improve Online Reputation Increase number of properties ranking for

branded keywords Increase social sharing & engagement Increase social fan/follower base Increase branded keyword traffic Increase number of new visitors Increase number of returning visitors Decrease negative sentiment in social channels Increase positive customer reviews Claim top spot for in paid search for branded

keywords

Goal: Increase Local Market Penetration Increase geo-targeted keyword traffic Increase positive customer reviews on local

business review/listing sites Increase traffic from mobile Increase fans/followers in location-based social

networks, like foursquare Claim top spot for in paid search on mobile

devices Increase referrals from local deals sites like

Groupon or Living Social


Key Performance Indicators (KPIs)

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Key Performance Indicators: Quantifiable metrics that reflect how well an organization is achieving its stated goals and objectives.

Frequently Asked Questions

Trickle down effect

Organization Goal: Be known as leading Marketing Firm in Healthcare Industry Objective: Secure 5 new Healthcare Engagements in Q1 KPIs: # of Healthcare Leads Generated by the Web

Team Member Goal: Same as Organization Objective: Increase Whitepaper downloads by 30% in Q1; increase referral traffic by 15% in Q1 KPI: # of Whitepaper downloads; Weekly number of Tweets @ Healthcare companies; # of

Healthcare Blog Posts; monthly referral visits from Blog

What are KPIs #WIB2013


Phone calls Website Visits (organic, referring, direct, paid) Conversion rate Bounce rate Sales / Transactions Whitepaper downloads Form completions Social media referrals Social media conversions Engagements metrics (such as shares, likes, comments) Time on site Customer Support Requests Positive Reviews Shopping cart abandonment Keyword Rankings Specific Number of [blog posts] [content pages] [link outreach emails] each [week/month]

Choose Your KPIs #WIB2013


Google Analytics Event tracking

Tracks how many people clicked on links (video links, page links, blog links) Goal tracking

Tracks how many people filled out a form Social Media Conversions

Tracks how many forms came from people who visited a social site first – Last Interaction vs. Assisted

Note: Technical Team Members a Plus = Tracking ACCURATELY is important

Google Adwords Conversion tracking Click Through Rate / Conversion Rate Click-to-Calls

Call Tracking (changes phone number based on source of visitor) Keyword Tracking (rankings, visits, conversions)

How to Measure KPIs #WIB2013


Tactics

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Make sure they relate to your objectives & goals Ex. Do not choose “social media contest” if your goal is to increase conversion

rate of your website

Focus, Focus, Focus The narrower the focus, the higher the productivity

Consider Your Timeline Need quick hitting success? Choose tactics that won’t involve a bottleneck. Looking for a long term impact? Make sure your team understands the end goal

and that they’re in it for the long haul. Ex. Driving More Traffic to the Blog, Getting more Facebook “likes”

Tips for Choosing the Right Tactics #WIB2013


25. Host a webinar or a series of informational videos

24. Design an infographic: go the extra mile and collect your own data

23. Write a white paper

22. Inspire user-generated content & let others create the content for you!

Content Tactics


21. Start blogging Establish yourself and your company as experts Create a place on your site for more engaging content Build the authority of your website Capitalize on long-tail search terms

Content Tactics


20. Revisit Paid Search Landing Pages - send users to most relevant LP. Make sure it relates to the keywords you are bidding on!

19. Make sure ads have a call to action. It’s important to let users know what you want them to do next and what they can

expect when they click on an ad

18. Set up conversion tracking code in Google AdWords. Tying revenue to your efforts is crucial and can give you a clear idea of ROI.

17. Use negative keywords to cut down on irrelevant searches

Paid Search Tactics


16. Review Locations & Hours in Campaign Settings. You can dictate when and where your ads show. Choosing locations & hours that fit your audience helps media spend go much

further!

Paid Search Tactics


10. Build Local Pages & Optimize Site for Local terms Ex. Google Recommended Search (“doctors office in….”, “law firm in….”) Create pages for every office / location Embed Google maps, zip codes, city facts – anything that screams “local”

9. Optimize every page with a unique title & meta description. Use Google Webmaster Tools to easily identify duplicate titles / metas Change metas & titles easily in the backend of your website – make sure you have

access to your own website – SUPER important

8. Optimize Your Press Releases – great for including links back to your site & social

profiles (common tactic among large & small companies). PRWeb & PRNewswire are highly recommended Include AP distribution; allow you to include photos, videos & links

7. Create & Embed a video on one of your top landing pages Optimize video with relevant title, description, tags & link back to your site Dynamic content ranks well on Google – also a good way to drive up video views &

rank on YouTube (Second Largest Search Engine)

SEO Tactics #WIB2013


15. Use images whenever possible to grab your audience and build engagement

14. Use social media to build relationships with industry influencers

13. Host a contest – this is a great tactic for Facebook and Pinterest

12. Offer coupons or special offers to your social audiences – they’ll appreciate it and often times they’ll share your offer, which means more visibility for your company

Social Tactics


11. Capitalize on current events and trends Holidays & Events

Oscar’s Super Bowl Etc…

Trending or breaking news Memes Plan content themes

Example: February – Heart Month Create an Editorial Calendar Be creative!

Social Tactics


6. Choose one Theme / Category / Product on Your Site to Optimize Be VERY picky when nominating keywords SEO is a snowball effect – best ROI long term if you utilize best practices Choose keywords that convert well, have less competition & are highly relevant Ex. “Frames”

“bicycle frames”, “picture frames”, “glasses frames”, “buy picture frames online”, “12 x 14 inch picture frames”

SEO Tactics #WIB2013


5. Aggregate Message Statistics Group opens, clicks, sends and revenue by theme to determine what your audience

really likes.

4. Set up Test for Email Subject Lines Determine what drives your audience to open.

3. Review Email Content & Create Engaging, Valuable Email Messages If you wouldn’t be excited to receive a message, don’t send it.

2. Clean up Email Lists Never send email to users who have not opted into your messages.

Email Tactics


1. Implement Marketing Automation. High lead volume? Create triggered messages. This allows your sales team to go

after the most engaged prospects.

Email Tactics


Build Local Pages & Optimize Site for Local terms. Optimize every page with a unique title & meta description. Optimize Your Press Releases. Create & Embed a video on one of your top landing pages. Choose one Theme / Category / Product on Your Site to Optimize. Aggregate Message Statistics. Set up Test for Email Subject Lines. Review Email Content & Create Engaging, Valuable Email Messages. Clean up Email Lists. Revisit Paid Search Landing Pages - send users to most relevant LP. Make sure ads have a call to action. Set up conversion tracking code in Google Adwords. Review Locations & Hours in Campaign Settings. Use negative keywords to cut down on irrelevant searches. Implement Marketing Automation.

Choose Your Tactics #WIB2013


Marketing Plan Wrap-up

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Goals Objectives KPIs Tactics

Next Steps? Jumpstart discussion with boss / company executives Assign resources & timelines Meet weekly / bi-weekly to catch up on tactic status Meet monthly to review KPIs Meet quarterly to review progress

What worked & what didn’t

Marketing Plan Wrap-Up #WIB2013


Complete your slips & return to Fathom cup in back of room

Website Assessment: SEO review

Metas, content, frequency, links, + more PPC review

Spend analysis, keyword data, ad copy review Conversion review

CTAs, forms, design, usability Social Media review

Social profile optimization, frequency, sentiment Technical review

Site speed, code checkup, + more

http://www.fathomdelivers.com/what-we-do/request-an-assessment/

Website Assessment #WIB2013





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Jenni Ramminger

@JenniRamminger

[email protected]

Stephanie Pflaum

@StephPflaum

[email protected]

Amanda Jerele

@amjerele

[email protected]

Thank You!

Simple. Accountable. Results That Matter. ©Fathom SEO, LLC, all rights reserved 2013 Women & Online Marketing: 25 Creative Tips for Using the Internet.

Documents

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increase revenue

realistic goals objectives

online marketing kpis

online marketing tips

women online marketing

online reputation