building a search engine marketing strategy around your analytics
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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
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
What Web Marketing Tool Should I Use?
Social Marketing Online PR Email Marketing SEO PPC Blogging
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
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
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
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
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
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
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
Tools to Drive Traffic
SEO / Local SEO Pay per Click Advertising Comparison shopping portals Directories Strategic link building Online PR Blogging RSS
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
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?
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
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
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
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
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
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
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
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?
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
Tactics for Enhanced Engagement
Social Marketing / Social bookmarking tools Blogging Online video Podcast Online PR RSS Feed Email Marketing Feedback Surveys Forums/ review boards
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
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?
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
Example of Engagement
Engagement metrics with Facebook page Duration, frequency, advocates, sharing,
creating viral activity
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
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]
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
Tactics for Better Branding
SEO PPC Online PR Email marketing Online video Measure through Google alerts
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
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
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
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
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
Tools for SEO
Compete.com Quantcast.com Alexa.com Hitwise MSN Search Funnel (AdLab.msn.com) SEO-Browser.com Atomz.com Google alerts
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
Q & A
Questions?
Thanks!
Get more search engine marketing tips with the B Lineremail newsletter. Hand me your business card to be added to our
list oremail me at brooke@blinemarketing.com.
B Line Marketing | www.BLineMarketing.comB Line Marketing | www.BLineMarketing.com
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