use online marketing - sfia · search networks: google, bing, yahoo! national content websites: ads...
TRANSCRIPT
Proprietary & Confidential © Netsertive 1
Use Online Marketing to Grow Your Business
Buzz Truitt Director, Business Development – Sports & Fitness
http://www.netsertive.com
Proprietary & Confidential © Netsertive 2
Meet Buzz
Health & F itness, Sport ing Goods Industr ies
+20 Years Exper ience
Buzz Consult ing Group VP Educat ion, Naut i lus VP Market ing
Naut i lus Sta irMaster Schwinn F itness
Boards Exerc ise TV Beamfit Community Choices
Buzz Truitt Director, Bus. Dev. – Sports & Fitness
http://www.netsertive.com 919.890.3887
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Meet Samir
Samir Janveja Strategic Partner Manager – Google
http://www.google.com
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Transform online discovery
Even if you don’t sell online, you must be discoverable online.
into sales.
Objective of Online Presence
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Increasing aggression online in your industry
Current Marketing Trends
Online Ad Spending Stats
• Reach ~$60B by 2016 (eMarketer)
• Recovered far faster than the overall economy
• +10-14% annual growth
• Ad spend in other media averages 3% growth
Growth: Local Online Advertising
Consumers Are Online < Opportunity Local Business Slow to Catch up
More choices for consumers
Variety of retailers to choose from locally
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Local-Tradi onal Local-Online
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Shifting Marketing Climate
97% of consumers go online to research products/services in their local area BIA/Kelsey consumer tracking study, 2010
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Shifting Marketing Climate
See Online Ads: Click & Actions 97% research products online Only 5% buy online (95% local/YOU) Online Ads: Influence clicks/searches
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Shifting Marketing Climate
90% of clicks to business websites occur on first page search results - Jupiter Research
Lack of page one visibility effectively means you won’t reach key prospects
“Locally-targeted ads … represent a more efficient allocation of ad dollars” – comScore
Online discovery closes the loop on your traditional marketing
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How Consumers Find Local Businesses
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Online Marketing
Multiple Marketing Methods Search Networks: Google, Bing, Yahoo!
National Content Websites: Ads shown locally
Website optimization: Onsite & Offsite
Social Media: Blogs, Facebook, Twitter, etc.
Internet is now Local & Targeted Search can now be localized to your market
Display ads locally placed to target your city
Ads for consumers LOOKING for YOU
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Website Basics 101
Who are you?
What do you do?
How can I reach you?
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Website Basics 201
Who are you?
What do you do?
How can I call/find you?
Social media
Active blog
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Website Tips | Freshness, Frequency
Choose a Web site format with simple tool for editing (content mgmt.) Freshness & Frequency:
Provide relevant, updated content, blog, product information (2-3/month)
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Website Tips | Are You 2012 Ready? Google Cares!
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Website Tips | Calls to Action
Calls to Action: Include language to convert visitors, call-to-action on every page
Focus all marketing efforts to direct clients to website as call-to-action
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Website Tips | SEO & SEM
SEO | Optimize organically, capitalize on link opportunities through manufacturer dealer listings, chamber listings, industry associations, etc.
SEM | Implement a pay-per-click (PPC) program using a service that has a
proven track record within your industry
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Website Tips | Co-Op & Analytics
Take advantage of manufacturer co-op promotional opportunities Analyze and act on the results.
Use free tools from PPC vendor and (Google) Analytics package Analyze traffic trends to your site/pages. Adjust accordingly.
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Understand Search Results | SEO & SEM
Local Business Listings
Organic Results (SEO)
Search Ads (SEM)
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General Keyword Focus
…High Volume, High Cost
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Specific Keyword Category Focused
…Lower Volume, Lower Cost
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Generalist Marketing Vendors vs. Specialist
Measure Generalist Netsertive Note
Targeted Categories 3 14 Deeper penetration of categories
Ads Running 15 34 Higher performance with more Ads
Total Ad Impressions 21,559 57,197 3X+ impression volume
Average Ad Position 2.3 1.9 Stronger ad position
Total Site Visits (clicks) 213 477 2X+ site visits
Total Cost $1,500 $1,500 Same spending level
Effective Cost-per-Click $6.57 $3.14 Unit cost less than 1/2
Netsertive Delivers Higher Ad Positions + Better Results
Notes: Netsertive comparison study using national competitor and Netsertive Google search campaign reports | Charlotte, NC Metro | Feb. + Mar. 2011 | CPC includes direct media and fees
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Multiple Strategies | 1 + 1 = 3 Effect
Paid Search (SEM) Only 17% Effective
Organic (SEO) Only 18% Effective
Display Ads Only 20% Effective
Used Together: 43% Effective
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Localized Display Ads
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Stay Connected to Customers
Email Marketing Blogs Social Media
Facebook Twitter Google+ LinkedIn
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Email Marketing
Targeted Call To Action Opt-In/Opt-Out Metrics
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Email Tips
• Always get email addresses from your clients!
• Affordable way to stay top-of-mind with current client base while providing an opportunity for them to pass your newsletter, invitations and promos along to friends and colleagues.
• Newsletters: You can be an informative, valuable resource while marketing products and services. Links can be included to direct clients to additional information on your website (and web traffic counts). Newsletters can also be archived as a web page and can show up in search engines (think organic.)
• Targeted promos: Develop a special offer for a targeted audience. You can continue to market consistently, without bombarding individual groups with irrelevant mail.
• Check with manufacturers. Most have email-ready pieces and art work you can use for free.
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Inexpensive Email Service Providers (ESPs)
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Sample Newsletter
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Blogs
Write relevant content that includes your keywords and covers current products, trends, or how-to.
Website optimization best practices apply to your blog!
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Blogs
Blog should be on your website domain (eg: www.yourwebsite.com/blog)
Have your staff members each responsible for contributing an article on a regular basis.
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Social Media | Facebook & Beyond
Engage with existing customers
Drive traffic to your website
Capture signups for newsletter(s)
Thought leadership
Hire staff
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Facebook & Shortstack: Custom Social Integration
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Social Media Tips
• To stay updated and fresh on a social media site requires ~3 hours/week.
• This adds up with the addition of several channels.
• Less selling, more useful information! In social media, you want to become a valuable resource so that when the time comes, your followers seek you out for your services.
• Facebook can show off your physical locations, serve as a gallery of your products and services in action.
• YouTube can be a source for manufacturer demos or walk-thru’s of a project with client testimonials. (Video greatly impacts search results in 2012.)
• Blogging demonstrates your level of expertise and your willingness to be a resource for your clients and industry partners.
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Mobile | Smart Phones
• “Quick Response” Codes
• Mobile Web Page
• Show Offers/Education
• Track Calls (ROI)
Resources
• See www.scanlife.com
• Also www.goo.gl (a service of Google)
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4 Steps to Online Discovery
Step 1:
Launch Optimized Website (SEO+)
Step 2:
Launch Search Engine Marketing (SEM) Campaign
Step 3:
Improve Results: More Website Optimization
Add Display Advertising
Step 4:
Extend Customer Relationships: Social Media
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Online Marketing: Actionable Data
Ask: “What is important to driving my sales?” • What keywords are being searched?
• Where geographically are your prospects?
• How big is the potential market?
• How long are people staying on your website?
• What actions are online consumers taking?
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Summary
• Bridge online discovery with local (real world) sales.
• Create a website that represents your business.
• Ensure customers can find you online through search.
• Increase the amount of “free” traffic with SEO.
• Stay connected to your clients via Social Media
• Access Google Analytics or other third-party reporting services to drive fact-based decision-making
Local Internet advertising is now larger than television & newspapers.
You need to be well positioned online.
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Join SGMA for: Part II of Using Online Marketing to Drive Your
Business
• How to leverage SEO and SEM to bring more new customers to your business
• How to combine SEM and Display Advertising to
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Thank you!
Buzz Truitt Director, Bus. Dev. – Sports & Fitness
http://www.netsertive.com 919.890.3887
Jonathan Michaels SGMA/AFIRM Membership Manager
301.495.6321
Samir Janveja Strategic Partner Manager – Google
http://www.google.com
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Mark your calendars!
SGMA Calendar www.sgma.com/calendar
SGMA’s National Health Through Day
March 6-7, 2012 – Washington, DC www.getinvolved.sgma.com
SGMA’s Litigation & Risk Management Summit
April 9-10, 2012 – Las Vegas, NV www.sgma.com/lrms
SGMA, NCAA & NFHS
High School & University Rules Conference April 25, 2012 – Indianapolis, IN
www.sgma.com/calendar
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Thank You!
http://clk.am/SGMA12 to get a copy of this presentation.
Buzz Truitt
Director, Business Development – Sports & Fitness
http://www.netsertive.com 919.890.3887