Download - McDougall Interactive-presentation - 2011
www.mcdougallinteractive.com
John McDougall John McDougall 978-750-8000978-750-8000 [email protected]
Internet Marketing Strategyfor 2011
Internet Marketing Strategyfor 2011
Digital Revolution
81% of U.S. adults with web use social media Forrester Research
Traditional media is in trouble
Photo: azrainman.com
Newspaperdeathwatch.comthechaosscenario.net
Digital Revolution
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OMG – We are at less than 30%
6.8B People
28.7 % on web now
Mobile rules by 2014
Search your television!
Stats – War to control the web
Despite 60% lower cost per lead
Search largest, Mobile/Social Hottest
What’s wrong with this picture?
Changes in Media
“Interactive marketing will not be dominated by a single revolutionary channel. It will grow to $61 billion by 2012, driven by marketers who
will leverage a distribution of channels rather than pour new spends into a single place. This perspective coupled with technology advances will lead to a customer-centric future in which interactive technologies actually infuse all marketing efforts.”
Forrester Research
Grampa gets it
SEOSocial Media Paid Search
Conversion EnhancementsLink Building
Public RelationsAnalyticsMobile Email Blogs
Top Ten Tactics
Webmasters wear too many hats
WILD WILD SERPS
Search Engine Optimization
“Free” traffic – 75% click top 5#3 for Golf Clubs
1.2M visitors in 6 months
Keyword Research
Keyword Global Monthly Searches Avg. CPCchecking accounts 450000 $11.03 small business checking account 2900 $16.79 personal checking account 14800 $8.56
adwords.google.com/select/KeywordToolExternal
Just search for “keywords” in Google…
Search Engine Ranking Reports
Content proportionate to leads
Longtail, links, high conversions
Competitive Analysis
Bank of AmericaPages of site indexed: 585,000Links to website 452,000Monthly visitors 25,528,998 Wells FargoPages of site indexed: 187,000site:blog.wellsfargo.com 4,510 pagesMonthly visitors 17,515,241
Tricks
Site Size Site:bankfive.com
LinksLinkdomain:bankfive.com - site:bankfive.com
Keywordspy.comSEObook Toolbar
SEO – PPC can drive local traffic
• Banks Massachusetts
• #6 sssb.com
• #7 bankfive.com
• #10 clintonsavings.com
• Credit Unions Massachusetts
• #1 metrocreditunion.org
• #3 stmaryscu.org
• #5 iccreditunion.org
Local Ranks – High Conversions#1 for in Google for “Credit Unions Massachusetts”
online banking ma #1personal banking ma #1ira savings accounts Massachusetts #1small business banking Massachusetts #3
Visitor Traffic JumpsIn six months site visitors jumped from 10,519 to 37,141 – a gain of 253.08%
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
April September
Site Visitors
Metro Credit Union Website
SEO / PPC / Local
Social Media is just one tool
Social Media Process
Listen
Engage
Measure
Radian6
Social Tools
Radian6Facebook Insights
Google AlertsTweetdeckHootsuit
Social Mention
Why would people like you?
368,207 Engaged Visitors a month
Fans useless without reason to engage
Giveaway: $1,000 “like” the credit unionFans: 4,991
Content is the heart of social/seo
Chase Giveaway
Giveaway: $5M to charities with most votes “like” the bank in order to vote.Total Likes: 2,436,143
Social Media Traffic
No Traffic To SSSB
Filene CU Social Media Study
April 2012, 90% use, despite fuzzy ROI8+ hrs per week report highest success
Your list is critical
PR Presence / Credibility
Usertesting.com
Google Analytics - Traffic Sources
Tracking Goals
1.9%
0.6%
0.6%
Navigation Click Through Rate
0.1% 0.1%0.2% 0.3%0.1%
0.8%0.1%0.3%
0.8%
0.1%
0.6%
Top 15 Landing Pages
Page Entrances Avg.Page
views% Bounce
RateAvg. Time (in mins)
% Exit
/home 59,740 1.7 53.0% 3.2 58.9%
/e-branch/ 1,774 2.0 43.0% 3.0 48.9%
/locations-and-hours/ 395 1.8 71.9% 1.5 56.8%
/rates/deposit-rates.aspx 227 1.7 74.4% 2.0 60.5%
/commercial-banking/online-banking.aspx 176 2.5 35.8% 2.7 39.7%
/small-business-banking/online-banking.aspx 163 2.0 46.0% 2.4 50.2%
/about-us/career-center/default.aspx 140 2.8 5.0% 0.4 35.9%
/personal-banking/personal-checking.aspx 105 3.1 41.0% 1.8 32.6%
/contact-us.aspx 100 2.1 55.0% 1.6 48.1%
/personal-banking/consumer-borrowing/mortgages.aspx 86 4.0 17.4% 1.1 25.2%
/personal-banking/ 58 4.2 22.4% 1.2 23.9%
/about-us/ 40 3.5 37.5% 0.8 28.6%
/small-business-banking/ 37 2.5 16.2% 1.3 39.4%
/e-branch/mortgage-loan-services.aspx 34 2.8 61.8% 0.8 36.2%
/rates/consumer-loan-rates.aspx 31 1.3 83.9% 0.9 79.5%
The ‘Deposit Rates’ section has a high bounce and exit rate
The ‘personal - banking’ services section of the site has a high level of engagement
335 Visits
56.5% Bounce Rate
Home Page Banners – CTR
153 Visits
62.5% Bounce Rate
0.2% CTR
0.3% CTR
9 Visits
100% Bounce Rate
0.01% CTR
Social Media Tracking
News generated the highest number of mentions in December
Apple iPhone
56%BlackBerry
13%Android
16%
Apple iPod7%
Apple iPad 6%
Visits Share
Takeaways
1. Create internet marketing strategy doc.
2. Do more SEO than paid search
3. Feed blog to Twitter and Facebook
4. Do 3 usertesting.com videos $89
5. Double your content and analytics efforts which is good for Social, SEO and PPC
