online marketing / customer acquistion
Post on 21-Oct-2014
1.021 views
DESCRIPTION
A presentation given to the marketing leaders (Directors, VP's & CEO/Founders) to Alloy Ventures portfolio companies. Topics covered: how marketing has changed, challenges marketers face today, SEO case study and tool kit of tactics to improve online marketing and online customer acquisition.TRANSCRIPT
Marketing Meetup Alloy Ventures
February 11th, 2010
Strictly confidential
©2010 SmokeJumper Strategy Inc. Proprietary and Confidential 2
. . . has a website?
. . . optimized for search?
. . . knows where traffic comes from?
. . . knows the most popular content?
. . . how much a visit costs?
. . . visitor to lead conversion rate?
Who . . .
©2010 SmokeJumper Strategy Inc. Proprietary and Confidential 3
. . . published a white paper?
. . . a customer success story?
. . . posts to a blog?
. . . issued a “2.0” Press Release?
. . . is on Twitter?
. . . uses bit.ly?
. . . moderates a forum on LinkedIn?
. . . syndicates video online?
And who . . .
©2010 SmokeJumper Strategy Inc. Proprietary and Confidential 4
• Founder & President, SmokeJumper Strategy – Over 30 projects in Marketing Strategy, Product
Innovation and Online Marketing – B2B: Ariba, Emerson, MerchantCircle, VeriSign – B2C: MyWire, Veoh, Yahoo!, Yakima – Biotech: BD Biosciences – Development: M7 (BEA)
Intro . . . Brent Harrison
– Education: McGraw-Hill, SchoolLoop, SunGard Public Sector
• Founder, Savvy Cellar Wines & Organic Wine Review • Vice President, Marketing @ Apple • Executive Director & GM @ AOL and Netscape • “Smokejumper”, parachuting into forest fires
©2010 SmokeJumper Strategy Inc. Proprietary and Confidential 5
Marketing . . . Then & Now
Access Limited
Predefined Dynamic Maturing
Consumption Fixed
Controlled Infinite Open
Measurement Impressions ROI
©2010 SmokeJumper Strategy Inc. Proprietary and Confidential 6
• Great if you are a consumer company – but what about enterprise markets?
• Markets are fractured – how best to access them in a scalable or cost-efficient manner?
• Prospects seem to have ADD – how do we engage? • We have a website, issue whitepapers and press
releases periodically – isn’t that enough? • How to focus those that provide greatest impact? • Online marketing won’t work for me - I still need a
salesperson to “sell” and close deals. • How do I embrace marketing analytics and
measurement as core to how we function (when I didn’t come from that world)?
. . . Challenges Still Abound
©2010 SmokeJumper Strategy Inc. Proprietary and Confidential
Situation: Top 25 Search Terms
7
“Ran
k” in
Org
anic
Sea
rch
Res
ults
Search Volume (Avg. Per Month)
0
20
40
60
80
100
120
140
160
180
200
- 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000
virus
viruses
antivirus
spyware
risk firewall spam
antivirus software
phish
antivirus firewall
compliance
antivirus firewall software
adware
virus scan
©2010 SmokeJumper Strategy Inc. Proprietary and Confidential
Report Card • Overall Grade F
• Keyword Selection F
• Keyword Density D
• Webpage Titles C
• Meta Descriptions F
• Headers (H1 | H2) D
• Inbound Links C
Action Plan 1. Drive keyword rankings
• Drive top 10 rankings into top 3
• Drive top 200 to page 1 (top 10)
2. Focus on priority webpages • “Top of funnel” (product and
information pages)
3. Change page-by-page • Titles, descriptions and headers
• Quality inbound link building
8
SEO Report Card & Action Plan
©2010 SmokeJumper Strategy Inc. Proprietary and Confidential
Improvement Opportunity (Top 10)
9
Keyword Avg.
Searches 4Q09 Rank CTR
4Q09 Traffic
1Q10 Rank CTR
1Q10 Traffic
virus 11,100,000 43 1.27% 140,970 69 1.01% 112,110
viruses 11,100,000 >200 0.00% - >200 0.00% -
antivirus 7,480,000 3 4.60% 344,080 3 4.60% 344,080
spyware 6,120,000 121 0.19% 11,628 16 1.54% 94,248
risk 5,000,000 >200 0.00% - >200 0.00% -
firewall 4,090,000 >200 0.00% - 7 1.90% 77,710
spam 4,090,000 >200 0.00% - 20 1.50% 61,350 antivirus software 2,740,000 1 23.00% 630,200 1 23.00% 630,200
phish 2,240,000 >200 0.00% - >200 0.00% -
anti virus 1,830,000 3 4.60% 84,180 3 4.60% 84,180 2.17% 1,211,058 2.52% 1,403,878
©2010 SmokeJumper Strategy Inc. Proprietary and Confidential
Results (1Q)
24% Increase in Visitors $200k+ Additional Revenue
>10x ROI
Traffic
CTR Rank
10
©2010 SmokeJumper Strategy Inc. Proprietary and Confidential 11
SEO As Foundation
Understand search “content” ecosystem
Site Design Driving Force
Malware Virus Spam Protection
Spyware Antivirus Endpoint Data Security
Compliance
©2010 SmokeJumper Strategy Inc. Proprietary and Confidential
Self-Assessment / What Can I Do?
12
Site as Nexus
Use free keyword tools to understand search volumes & competition
Assess your site with website grader, SEO X-ray & address deficiencies
Invest in CMS or savvy developer to optimize for search
Invest in search marketing to drive relevant traffic; user conversion tracking
Use analytics to understand visitor behavior (attraction, navigation, conversion, exit)
Content as Accelerant
Calendar blog posts based on your understanding of keywords
Invest in authoring industry best practices guides and customer case studies
Transition as much content to video: how-to’s, product demos, exec. message, etc.
“Syndicate” your content (e.g. YouTube, Technorati, Digg, Reddit, etc.)
Use analytics to understand which keywords, content forms and 3rd party sites are driving attractive customers
Community Predominance
Establish a presence on Twitter, Facebook, LinkedIn Forum – start by observing
Advocate issues (not products) that are relevant to your space and cause
Actively support others – customers, followers, analysts, media, etc.
Experiment with social campaigns / promotions
Measure engagement with you via free tools such as URL shorteners or social apps (Tweetdeck, Hootsuite)
©2010 SmokeJumper Strategy Inc. Proprietary and Confidential 13
Web: smokejumperstrategy.com
Blog: smokejumperstrategy.com/blog
Twitter: @SmokeJumper
Email: [email protected]
Phone: 650.868.0212
Brent’s Contact Info