Presents: Executing The Right Digital Strategy For Your Business
Yesterday Directional Advertising Creative Advertising TV Radio Print
Today Directional Advertising Creative Advertising Banner Ads Search Engines Text Ads Social Media Sites
The Buying Funnel TV Newspaper Radio • Awareness Phase • The “Introduction” Phase • Your First Impression to a potential Client or Patient • Typically done with Creative Ads where the Seller is looking for a Buyer Unlikely Buyers • Consideration Phase • The “Shop & Compare” Phase. • Buyer has time to research and decide. • Looking for confidence factors & convenience factors. • Weighing options of price and value. • Can attract even mix of Creative and Directional Advertising. Awareness Push Likely buyers DISPLAY • Purchase Phase • The “Ready to Buy Now” Phase • Final Decision is made • Price, terms, length of contract agreed upon. • Typically done with Directional Advertising, where buyer contacts seller. Consideration (REMARKETING & SOCIAL MEDIA) Directional Advertising SEARCH Purchase Pull New Customer
Why use online marketing for your Business? • On Demand Marketing– People make a decision to visit your website because they are interested in YOUR business • Low Cost– When compared to traditional media internet marketing yields far more leads: • Durable & Cost Effective– Traditional Media requires a minimum 6.2 frequency ratio to be relevant. Online allows you to continually stay relevant and available to prospects • Always Available– Your website IS your “digital” office building & online marketing gives prospects access 24/7/365
Changes in Marketing Budget trends: Where Do We Focus? • Sources: • Chart marketingcharts.comData http://econsultancy.com/uk/reports/marketing-budgets
Anatomy Of Search Engine Results Page (SERP) Map Section Paid Section Paid Section Map Section Organic Section
Anatomy Of SERP Cont. Map Section • Google Spiders crawl the internet and find relevant websites based on keyword queries. • Algorithms created by Google help rank these sites into an order based on a number of factors (keywords on a site, metatags, IP Address, links to the site, etc.) • Algorithms are consistently switched to generate fresh results. • There is no guarantee to achieve first page placement. SEO companies work hard to keep up with Google changes and improve average rank. Paid Section Paid Section Map Section Organic Section
Anatomy Of SERP Cont. Map Section Choose The keywords you want to appear under based on the content on your site. Paid Section Paid Section Map Section Organic Section Bid Amount and Quality Score determine placement. (PPC, SEM) Choose the area you want your ad to appear. Also known as Pay-Per-Click Advertising
PPC vs. Organic Search: Paid Search= 25% of all search clicks b
What is SEM SEM directs traffic to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.
What is SEO SEO is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
Web Design Your website is your digital storefront where up to 90% of your future customers will first learn about you and, your business. Strong web design is crucial to the overall success of your website and, your business.
Social Media • FACEBOOK • Connection • Self-Expression • Entertainment • Discovery • Control • TWITTER • Influence • Brevity • Accessibility • Interaction • Versatility • LINKEDIN • Professional Network • Discussions • B2B Advertising • Google+ • Share • Discuss • Connect • Defined Circles Social Media IMPACTS your brand! A strong consistent social media presence’s allows company's to interact with actual customers at a grass roots level. We focus not only on increasing likes or followers but more importantly improving your company’s public perception.
Online Marketing Can Help You… Learn about current customers If you have a website, ask your current customers how they found it. If not, ask them where they go online now. This insight can help you focus your efforts. Set a strategy Taking the time to think through your plan before you begin can dramatically improve your results. Choose one or two tactics that work within your budget, make sense for your audience and that you can commit the time to manage effectively. Many successful online marketers take a “test and refine” approach to get the greatest payback. Track your results Online marketing makes it easy to measure program performance; take advantage of this by closely monitoring the response to your marketing programs. Increase your investment in the programs that work well and revise components of programs that aren’t working as well as you would like to see how your program improves.
Facts… The number of mobile-connected devices will exceed the world population this year. (1.4 mobile devices per capita worldwide by 2017) 94% of consumers research products & services online before buying “Despite lower CPC than PCs, Tablets offered 68% higher ROI than PCs in Q2 2012.” Google sending 78% of search visits (RKG data, Q4 2012) Google accounts for more than 66.9% of searches, worldwide
Online Marketing IS For Every Business Online marketing success stories can sometimes leave a small business owner wondering if it would really work for them. What if you don’t have a website— can you still reach customers online? What about online-only companies? Fear not. With all the online marketing options available, one (or more) is likely to help almost any business. Here are strategies to help four particular kinds of businesses. Use them to help start or improve your online marketing efforts.