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Innovative Marketing Strategies for Online Dominance. Synergy Online Marketing Search, Buzz & Beyond. How do we get there?. Marketing Orchard: Pick the Lowest Hanging Fruit. The Fall of Traditional Advertising. What is Your BRAND?. Your brand is how customers perceive you.

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Innovative Marketing Strategies

for Online Dominance

Synergy Online MarketingSearch, Buzz & Beyond








You web presence is

Your website

Every web page that links to you including search engine listings

Every page that mentions you

Every page that mentions your competition

You Web Presence Is?


Som pyramid
SOM Pyramid

Recommended

Champions

Preferred

Loyalty & Goodwill

Awareness

Buzz & Advertising

Finding

SEM



Online marketing sem

Search engines are the most effective direct response marketing mechanism ever devised in the history of business.

Why we love them:

Volume & reach

Highly targeted to offering (the long tail)

Automatic perfect timing (late in buying cycle)

Automatic repetition

Online Marketing = SEM ?


Two Sides of Search Results marketing mechanism ever devised in the history of business.


Sponsored vs. Organic marketing mechanism ever devised in the history of business.


And the winner is

Primary advantages of organic search marketing mechanism ever devised in the history of business.

Clicked more often

Perceived as more authoritative (usually)

Better long-term ROI (usually)

Stronger ordering dominance

Achieving a high organic placement for valuable keywords is a decisive competitive advantage that can provide years of very cheap high-quality traffic to your site.

And the Winner Is…

Organic Search


Strategic Implementation of Sponsored Search marketing mechanism ever devised in the history of business.

ROI

Listing Saturation

Keyword Research

Compliment with Sponsored Search


How do we achieve top organic placement

The organic side of search does not exist to send websites free business; it is there solely for the benefit of the searcher.

The search engine’s interest is ranking websites by the most valuable, unique and exciting content that is most relevant to the user’s search.

If your website is the most valuable, unique, exciting and relevant then you will be the one at the top.

Search Engines are the Ultimate Networker

How do we achieve top organic placement?


Short cuts vs big picture

Black Hat vs. White Hat free business; it is there solely for the benefit of the searcher.

Black Hat usually works for a while but will likely be caught at some time.

Golden Rule: For long term success, align your site with the interests of the search engines.

Short Cuts vs. Big Picture


Magic formula of organic search

Good Content free business; it is there solely for the benefit of the searcher.

+ Good Architecture

+ Good Backlinks

+ Sticky Site

= Results

Magic Formula of Organic Search


Protective barrier to entry

Your organic placement is based on all the optimization done on your site throughout its history.

Bad News: You have to play catch up

Good News: So does everybody after you

Need to get started now.

Protective Barrier to Entry


Don t develop sem tunnel vision

Search directories on your site throughout its history.

Shopping comparison sites

News sites

Article databases

Product review sites

Syndicated press releases

Don’t develop SEM tunnel vision

Social media (MySpace, FaceBook)

Blogs, forums and user groups

Social bookmarking (del.ico.us, Digg, Redit)

Video

Banner ads

Affiliate programs


What makes a great website
What Makes a Great Website? on your site throughout its history.


Attributes of an effective website

Web 1.0 on your site throughout its history.

Visual

Copy

Usability

Attributes of an effective website

Web 2.0

Interactivity


Build loyalty goodwill

Do not make your website all about you. Give the customer things they value.

Edu-Marketing

Widgets & Tools

Cause Marketing

Giveaways

Extranets

Communities

Give and you will receive!

Build loyalty & goodwill


Q how can you drive the most amount of traffic in the shortest time

A: Invent the next virtual pet rock. things they value.

Viral marketing: Create something so cool they tell 200 friends, who tell 200 friends, and so on and so on…

If you are going to infect people with your brand, you have to be contagious.

Q: How can you drive the most amount of traffic in the shortest time?


Web 1 0 vs web 2 0

One way vs. two way communication things they value.

Gets people interacting with your brand

Provides social media hooks to encourage people talking about you on other sites

Best way to get people talking about you is to be social yourself

Web 1.0 vs. Web 2.0


Always be converting

The ABCs of online sales. things they value.

Make it easy for the visitor to buy

Create intermediate buy-in points

Use call-to-actions to encourage buy-in actions

Always be Converting


Leverage your existing customers

It is less expensive to sell to an existing customer than a new one

Build your database: Depth & Breadth

Act on your database: Retention Programs

Leverage your existing customers


Are we there yet
Are we there yet? new one

Recommended

Champions

Preferred

Loyalty & Goodwill

Awareness

Buzz & Advertising

Finding

SEM


The missing piece champions

Customers want confirmation from authorities and peers new one

Seize every opportunity to get recommendations

Manage your reputation

The missing piece: Champions



Measure

Web allows for much more enhanced measurements and data gathering than traditional marketing.

Steps

Setup site analytics

Score conversion events

Track all marketing campaigns online and off

Create customer feedback loops

Measure


Kaizen your web presence

Continual Improvement: Successful web development and online marketing is an iterative process.

The key to greatness is to experiment often and learn from your successes and failures.

Kaizen your Web Presence


Budgeting for online
Budgeting for Online marketing is an iterative process.

$1000 to $100,000+ per month

Rule of Thumb

  • ~3% of company revenue

  • 50% of total marketing budget


Progressive budgeting
Progressive Budgeting marketing is an iterative process.

The amount that will make you the most money.

  • Create measures

  • Set an initial budget

  • Evaluate after six months

  • Periodically adjust your budget to maintain a 25% to 100% ROI


Foundational sem tactics p1 1 level 1 cycle 1 3 months

Foundational SEO marketing is an iterative process.

Site Elements

Code

Link structures

Copy

Keyword Analysis

Keyword DB

PPC Analysis

Inbound Links

Foundational SEM TacticsP1.1 (Level 1, Cycle 1) – 3 Months

  • PPC Setup

  • Keyword Exploration

  • Engine Diversification

  • Add Writing

    • A/B Testing

  • Site 2 Site Links

  • Directories

  • Site Listings

  • Syndicated PR

Conversion Enhancements

Metrics Setup


Foundational sem model

PPC marketing is an iterative process.

Search

Organic

Search

Backlinks

Foundational SEM Model

Website

Landing Pages

Conversion

Brochure

ware

Name Recognition

Customer Loyalty

Recommendations


Results months 1 4
Results (Months 1-4) marketing is an iterative process.


Sem expansion tactics p1 2 to p2 0 3 to 9 months

SEO Expansion marketing is an iterative process.

Content Development

Goodwill content

Expanded brochure

SEM Expansion TacticsP1.2 to P2.0 – 3 to 9 Months

  • Basic PR

  • Press Releases

  • Newsletters

  • Article Syndication

  • Blogging

PPC Expansion

Conversion Enhancements

Metrics Analysis and Refinement


Sem expansion model
SEM Expansion Model marketing is an iterative process.

Organic

Search

PPC

Search

Backlinks

Website

Landing Pages

Conversion

Brochure

ware

Name Recognition

Customer Loyalty

Recommendations

Goodwill

Builders

Conversion Mechanisms


Results yr1
Results (Yr1) marketing is an iterative process.


Optimized buzz tactics phase 2 3

SEO Expansion marketing is an iterative process.

Goodwill Content

User Generated Content

Optimized Buzz Tactics(Phase 2 & 3)

  • Buzz PR

  • Community Site

    • Blogs & Forums

  • Social Marketing

  • Edu-Marketing

  • Giveaways/Sweepstakes

  • Loyalty Programs

  • Advergamming

  • Tools & Widgets

  • Viral Videos

  • Syndication / RSS

  • Cause Marketing

  • Extranets

  • Online Influencer Campaigns

  • Word of Mouse Campaigns

  • PPC + Media

  • Paid Banners

  • Affiliate Marketing

  • Sponsorships

  • Touch Programs

  • Retention Programs

  • User Requests

  • Trusted Advisor Requests

Reputation Management


Optimized buzz model
Optimized Buzz Model marketing is an iterative process.

User

DB

Organic

Search

Back Links

Online

Advertising

Website

Traditional

Advertising

Landing Pages

Goodwill

Builders

Buzz

Generators

Word of Mouse

Recommendations

Conversion

Brochure

ware

Name Recognition

Customer Loyalty

Recommendations

Conversion Mechanisms / Buzz Enablers

Sales

Retention

Programs

Viral

Touches

Negative

PR


Results yrs 1 2
Results (Yrs.1-2) marketing is an iterative process.


Synergy model
Synergy Model marketing is an iterative process.

User

DB

Organic

Search

Back Links

Online

Advertising

Word of Mouse

Recommendations

Traditional

Advertising

Landing Pages

Goodwill

Builders

Buzz

Generators

Conversion

Brochure

ware

Name Recognition

Customer Loyalty

Sales

Recommendations

Conversion Mechanisms / Buzz Enablers

Retention

Programs

Viral

Touches

Negative

PR


Results yrs 1 3
Results (Yrs.1-3) marketing is an iterative process.


Secret to making it online

Transform your website into a buzz generating, loyalty building selling machine

Feed the machine everyway possible

Secret to Making It Online


Attend future lectures in our series: building selling machine- SOM Architecture: Essential Elements- Create your own SOM plan

Visit our site www.leveltendesign.com

Contact me [email protected]

How do I get there?


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