your online marketing options - phone directories vs social vs adwords vs seo
DESCRIPTION
This presentation explores your main online marketing options in 2014. Learn about the Pros and Cons of Social Media, Pay Per Click, Online Phone Directories and SEO. We compare the performance of YellowPages vs Social vs SEO and assesses the ROI, Cost-Per-Lead, and traffic volume. Finally, we discuss what SEO can do for your business including more traffic, a lower cost per lead and growing your profits.TRANSCRIPT
Exploring Your Online Options
Presented by:
© 2014 1st on the List Promotion | 888-262-6687 201-33119 South Fraser Way, Abbotsford BC V2S 2B1
Why online marketing?
© 2014 1st on the List Promotion | 888-262-6687201-33119 South Fraser Way, Abbotsford BC V2S 2B1
46%
of marketing budgets on average are directed towards internet or mobile marketing.
54%
feel that online marketing is more effective than offline marketing at bringing new leads and customers.
68%
say that internet marketing is either “quite” or “very effective” at attracting customers.
Source: MarketingCharts.com, Nov 2013Based on 668 US Based businesses across 50 Industry Sectors
37%
of consumers have searched for a local business at least once in a month.
What are your online options?
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Social Media
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93%
of marketers are using social media for business* … but that doesn’t mean you should be
* Huffington Post, Nov 22, 2013
How should you be using social media?• Reputation management• Branding• Interacting with existing customers• Sending discounts and immediate announcements
You need to consider … • Are your customers on these social platforms?• Do you have enough content to actively engage these customers?
Remember: Only G+ and YouTube and influence your rankings.
Pay-Per-Click
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DID YOU KNOW? 70-80% of searches ignore these paid ads.
Immediate listings for the phrases you “bid” on.
You pay each time a person clicks on your ad.
When you stop your campaign your traffic immediately stops.
Good for branding and complimenting SEO.
Online Directories
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YP’s advertises you on their own
platforms with “no follow” links that
provide no SEO value.
Attract traffic to their own websites
where you are listed with all of your
competition.
Typically you have to keep paying
more to get more visibility – and
when you stop paying you lose
visibility.
Rather than invest in their services and be reliant on them, why not build up your own website, a property that you fully own?
How a visitor finds you with Online Directory Advertising:
© 2014 1st on the List Promotion | 888-262-6687 201-33119 South Fraser Way, Abbotsford BC V2S 2B1
Searcher enters their
search
Searcher sees YellowPages
result and clicks on it.
Searcher see all your
competition and must find YOU.
Search Engine Optimization (SEO)
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#1
Makes your website more appealing to the Search Engines.
→ Makes website easier and faster to access so that the SE can better understand what is on it. → Improves your web pages’ chances for being found, indexed and ranked well (in the Top 10 search results)
#2
Makes your website more appealing to your Customers.
→ Addresses how visitors come to your site (what terms they use, what questions they ask, etc.)→ Provides visitors with the answers they seek.
#3 Give YOU valuable information.
→ Tells you how to fine tune your website performance.→ Enables you to track website leads and measure ROI.
How a visitor will find you with an optimized website:
© 2014 1st on the List Promotion | 888-262-6687 201-33119 South Fraser Way, Abbotsford BC V2S 2B1
Searcher enters their
search1
Visitors are on your website
and see the information you want them to see, and NO competition!
Your optimized website ranks
well and the searcher clicks to your website.
Let’s compare the performance of some of these Online Channels
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vs
vs
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(Source: eConsultancy, MarketingCharts Based on over 1,300 participants in the 7th Annual Email Marketing Industry Census, sponsored by Adestra, which is the largest UK survey of email marketers.)
What kind of ROI can you get from different online marketing?
© 2014 1st on the List Promotion | 888-262-6687201-33119 South Fraser Way, Abbotsford BC V2S 2B1
(Source: HubSpot Marketing, Based on Hubspot’s 2013 State of Inbound Marketing , which is the most comprehensive review of the inbound industry available, with data analysis from over 3,300 participants from 128 different countries.)
Social M
edia
Email M
arke
ting
SEO
Blog
sPP
C
Direct
Trad
ition
al A
dver
tisin
g
Telem
arke
ting
Trad
e Sh
ows
0%
5%
10%
15%
20%
25%
30%27% 27%
25% 24%
16% 15%
12% 12% 12%
% of Respondents reporting LOWER Cost-Per-Lead
What is your Cost-Per-Lead from Different Channels?
Canpages.ca
Ask Search
Yellowpages.ca
Yahoo Search
Bing Search
Direct Visitor
Google Search
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
6
8
31
75
253
419
1,320
8,410
(An Insurance Broker Case Study)
© 2014 1st on the List Promotion | 888-262-6687 201-33119 South Fraser Way, Abbotsford BC V2S 2B1
76% of all their website traffic comes from Google Search.
Key Takeaway: So far in 2013 search traffic has
brought 65,990 new visitors to the website.
What medium sends the most traffic to an optimized website?
Joe came to us looking for a more affordable option for advertising his gutter services across the Lower Mainland. We tracked phone calls from each source over a 3 month period:
© 2014 1st on the List Promotion | 888-262-6687201-33119 South Fraser Way, Abbotsford BC V2S 2B1
YellowPages SEO
Monthly Cost $5000 $1000
Phone Leads over 3 months
113 376
Cost Per Lead $132.74 $7.98
Lower total cost.
Higher volume of leads.
Significantly lower cost per lead!
(A Local Gutter Company Case Study)
What does a typical SEO lead cost compared to a YP lead?
What can SEO do for your business?
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SEO is a top rated marketing channel in terms of below-average cost per lead.
SEO is a top rated marketing channel in terms of above average sales conversions.
More Leads for a Lower Cost.
Increase profits and grow your business. 75% of Global Marketers rate SEO as Good or Excellent in terms of ROI, higher than any other
digital marketing channel.
An optimized site increases leads and sales and profits over time.
More quality traffic to your website.
An optimized website attracts more visitors who have already expressed a need to your website.
An optimized website provides these visitors with the solutions they need.
How do we do this?
© 2014 1st on the List Promotion | 888-262-6687 201-33119 South Fraser Way, Abbotsford BC V2S 2B1
• Gain a better understanding of what needs to happen next with your website for proper optimization and user experience.
Site Evaluation
• Know which phrases to use on your website and focuses optimization on attracting more qualified traffic and more customers.
Keyword Research
• Track your website traffic, know how many visitors use the website and how Google views your website.
Google Properties
Setup
• Helps website be found for your brand, products and services in your city and offers visitors the information they need from you.
Onsite Optimization
• Ensures visitors find your correct information no matter where they look online which contributes to your rankings.
Offsite Reputation
The Case for Smarter Web Design
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1. Search Engines find, rate and rank your web pages.
2. People search for your services via Google or Bing.
3. Visitors click on your site and gather info to make a decision.
4. Visitor calls or emails you to inquire about your services.
Search Visibility (SEO) User Experience (Design)
Do the SE see your website?
Do they understand what you offer?
Can SE access all your pages?
Is your site as “search friendly” as possible?
Is your website being found for highly searched phrases?
Is the cost to obtain a ranking justified by the potential traffic?
Do you give a positive first impression?
Do visitors stay on your site?
Do you engage your visitors?
Do you have enough info for a visitor to want to buy your services?
Is your phone number clearly displayed across all pages?
Is your contact form visible?
Additional Resources
Watch our SEO Videos: http://www.1stonthelist.ca/searchengineoptimization/seo-videos/
Read our Blog: http://www.1stonthelist.ca/articles/
Take our Instant Site Audit:http://insites.1stonthelist.ca/
© 2014 1st on the List Promotion | 888-262-6687201-33119 South Fraser Way, Abbotsford BC V2S 2B1
About 1st on the List1st on the List is a full-service SEO committed to utilizing only ethical, industry accepted search engine marketing best practices.
Founded 1997 (we’re older than Google!) we are now recognized as a leading North American SEO firm by TopSEOs Canada which identifies and ranks the best SEO companies in North America. Currently 1st on the List is ranked #2 in Canada and #14 in the United States.
Serving clients locally, across Canada and throughout the United States, from small, independent businesses to Fortune 500 companies we have the “right fit” SEO for your business, whatever its size, industry or market.
Learn more about us at http://www.1stonthelist.ca/company/
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© 2014 1st on the List Promotion | 888-262-6687201-33119 South Fraser Way, Abbotsford BC V2S 2B1