Boost ROI with

nostrilshumorousInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 7 μήνες)

76 εμφανίσεις

©2009 Third Door Media, Inc.

Boost ROI with

Coordinated Online

and Search Marketing Teams

Thursday, September 17, 2009

1:00 EDT


Speaker: Mike Moran,

Author, Search Engine Marketing, Inc.; Consultant
and Chief Strategist,
Converseon

©2009 Third Door Media, Inc.

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©2009 Third Door Media, Inc.

Services Offerings:


Multilateral Online Marketing
Strategies


Search Engine Optimization


Paid Search Advertising
Management


Website Video Production and
Marketing


Online PR/Link Building


Social Media Marketing


Banner Advertising


Integrated Email Marketing


Reputation and Experience:


Est. 1997, 50+ Employees


Top 20 Firm Nationally


Depth of Teams & Skill Sets


Disciplined Approach


Proprietary Tools


200+ Clients


©2009 Third Door Media, Inc.

Mike Moran,

Author, Search Engine Marketing, Inc.; Consultant
and Chief Strategist,
Converseon


An expert in Internet marketing, search technology, Web
personalization, and Web metrics


Freelance consultant and public speaker who also serves
as Chief Strategist for

Converseon


Mike is the co
-
author of the best
-
selling 2005
book

”Search Engine Marketing, Inc.”


He holds an Advanced Certificate in Market Management
Practice from the Royal UK Charter Institute of Marketing
and is a Visiting Lecturer at the University of Virginia's
Darden School of Business.


©2009 Third Door Media, Inc.

Boost ROI with

Coordinated Online

and Search Marketing Teams

Thursday, September 17, 2009

1:00 EDT


Speaker: Mike Moran,

Author, Search Engine Marketing, Inc.; Consultant
and Chief Strategist,
Converseon

©2009 Third Door Media, Inc.

All of your marketing teams
integrated, right?


Organic search


Paid search


E
-
mail


Social media


Video


6

©2009 Third Door Media, Inc.

7

And your larger organization
isn’t
siloed
, either?


User Experience:

overall
look and feel


IT:

Portlets

and
operations


Product owners, copy
editors, graphics
designers:

information
about offerings


Marketing:

audience
-
based messages and
promotions

Does your marketing suffer from
specialist disease?

©2009 Third Door Media, Inc.

Three keys to bring the
teams together


Common goals


Common governance


Common attitude

8

Goals

Governance

Attitude

©2009 Third Door Media, Inc.

You start with
common goals


If everyone understands the common purposes of
all marketing programs, they have a basis to
work together


Usually that common goal

must be expressed in

metrics

you need the

same numbers

9

Goals

©2009 Third Door Media, Inc.

10

But which
numbers?

Brand
awareness

Net Promoter
Score

Goals

©2009 Third Door Media, Inc.

11

Focus on
conversions

Goals

Visitors

1000

Conversion Rate

1%

Conversions

10

Base

©2009 Third Door Media, Inc.

12

Focus on
conversions

Visitors

1000

1000

Conversion Rate

1%

2%

Conversions

10

20

Increase your conversion rate

Base

Goals

©2009 Third Door Media, Inc.

13

Focus on
conversions

Visitors

1000

1000

2000

Conversion
Rate

1%

2%

1%

Conversions

10

20

20

Increase your conversion rate

Increase your traffic

Base

Goals

©2009 Third Door Media, Inc.

14

Focus on
conversions

Visitors

1000

1000

2000

2000

Conversion
Rate

1%

2%

1%

2%

Conversions

10

20

20

40

Increase your conversion rate

Increase your traffic

Or both

Base

Goals

©2009 Third Door Media, Inc.

15


Online sales


Find a store


Find a dealer


Find a partner


Phone call


Affiliate link


Download a
white
paper


Fill out a
contact
form

Share conversion
calls to action

Goals

©2009 Third Door Media, Inc.

16

Including offline
conversions


The easiest way is for you to
contact the customer


If the customer switches
channels, entice the
customer to:


Print the product’s
specifications

to bring to
the dealer


Print a coupon

to present
at the retailer


Call a
special phone

number

Goals

©2009 Third Door Media, Inc.

It’s time to hear from you

17

©2009 Third Door Media, Inc.

18

Establish a
marketing council

Central Marketing Team

Social Media

Americas

AP

Campaign

development

Best practices

Campaign
optimization



EMEA

E
-
mail Marketing

Product Lines


Geographies

Governance

©2009 Third Door Media, Inc.

19

What levers do you
pull?


If you use “processes” to your advantage, you
can

use the system against itself


Change existing standards


Leverage compliance systems to enforce


Training and Evangelizing


Show the negative impact of efforts


Offer focused training sessions


Governance

©2009 Third Door Media, Inc.

20

Scorecards
“motivate”
teamwork

Keyword
Google Rank
MSN Rank
Yahoo Rank
AOL Rank
AlltheWeb
Ask Rank
keyword 1
1,2
58
1
1,2
1,2
100
keyword 2
1,2,6
70
1,5
1,2,6
1,2,6
29
keyword 3
1,2
45
1
1,2
1,2
65
keyword 4
1,2
3
1
1,2
1,2,10
4
keyword 5
3,4
2
2
3,4
3,4
1
keyword 6
18
13
16
20
18
18
keyword 7
1,2,3,4,5,6,7
1,2,3,4,5
1,2,3,4
1,2,3,4,5,6,7
1,2,3,4,5,6,7
1,2,3
keyword 8
3,4
4,6
3
3,4
4,5
12
keyword 9
1,2,10
1,2,3
1,9
1,2,10,
1,2,10
2,4
keyword 10
1,9,10
100
1,7
1,9,10
2,3,4
50
keyword 11
2,3,4
0
2,3
2,3,4
0
0
keyword 12
1
100
1
1
1
0
keyword 13
1,2
20
1
1,2
1,2
47
keyword 14
10
100
9
10
27
100
keyword 15
8
100
11
7
7
100
Keywords with Top 10 Rankings
14
5
13
14
12
4
With KW List Size Factor
0.933333333
0.333333333
0.866666667
0.93333333
0.8
0.26666667
With Browser Share Factor
0.466666667
0.033333333
0.086666667
0.09333333
0.08
0.02666667
Number of Top 10 Rankings
34
12
20
34
31
7
Unit:
XX
URLs
: URL1, URL2, URL3
Search Engine Brand Unit Scorecard Worksheet
Current
Missed
Current
Keyword
Monthly
Annual
Visits
Visits
10%
25%
Google Rank
Keyword 1
59,130


709,560


591
58,539


5,913


14,783


25
Keyword 2
41,580


498,960


416
41,164


4,158


10,395


45
Keyword 3
40,050


480,600


401
39,650


4,005


10,013


22
Keyword 4
31,560


378,720


316
31,244


3,156


7,890


88
Keyword 5
23,700


284,400


237
23,463


2,370


5,925


120
Keyword 6
19,860


238,320


199
19,661


1,986


4,965


75
Keyword 7
12,660


151,920


127
12,533


1,266


3,165


46
Keyword 8
7,740


92,880


77
7,663


774


1,935


82
Keyword 9
6,210


74,520


62
6,148


621


1,553


38
Keyword 10
1,230


14,760


12
1,218


123


308


98
Total Searches/Visitors
243,720


2,924,640


2,437


241,283


24,372


60,930


Results
Current
10%
25%
Visitors
2,437


24,372


60,930


# Leads @ 10% Conversion
244


2,437


6,093


Increased Traffic Potential
Estimated Searches
Potential
Score each business
unit every month and
publicize the results
internally

Governance

©2009 Third Door Media, Inc.

21

Persuade each
specialist

Specialist

Motivation

Writers

Webmasters

Programmers

“You use search, so you know
how important it is for our
pages to be found.”

Product Managers

Marketers

Salespeople

“You can see how much more
revenue we would bring in if
more searchers found us.”

Information
Architects

Designers

Human Factors

“Our site’s
findability

is part of
its usability

the user
experience starts when they
search for us.”

Governance

©2009 Third Door Media, Inc.

22

The Three Rs of
Marketing 2.0


Real


No more of the old marketing hype.




Tell the truth. Admit your mistakes.


Relevant

You can’t interrupt people anymore.




You must have what they want.


Responsive

Marketing is no longer




a monologue.




You must answer




your customers.

Attititude

©2009 Third Door Media, Inc.

Next question for you

23

©2009 Third Door Media, Inc.

Sharing data and creative is
the final step


Make sure that each team contributes their
conversion and revenue data


Count every campaign the same way

conversions that translate to revenue


24

Tactic

Pieces /
views

Response
Rate

Web
Conversion

Web
Revenue

TeleCenter
Transition

TeleCenter
Revenue

Total
Revenue

e
-
mail

100,000

6%

0.400%

$27,600

2.651%

$914,595

$942,195

Google

100,000

5%

0.400%

$23,000

0.553%

$190,613

$213,613

Banner

100,000

0.500%

0.400%

$2,300

0.064%

$22,166

$24,466

Support Promo

15,000

5%

0.400%

$3,450

1.543%

$79,824

$83,274

Total







$56,350



$1,207,198

$1,263,548

©2009 Third Door Media, Inc.

Share keywords between
organic and paid search


The customers are the
same, so the
keywords

should be,
too


Go further by optimizing
content in copy for
search and for social
media

©2009 Third Door Media, Inc.

26

Provide continuity of
experience for landing pages


Use the same
words


Use the same
color schemes and
images


Show your visitor

that this is the

right place


Reinforce the

choice

©2009 Third Door Media, Inc.

Social media can link back
to your site


You can link from videos to your site with “Call to
Action” overlay


It’s new, but

it does

exactly what

you need

27

©2009 Third Door Media, Inc.

Home Depot shows how to
share content


Home Depot has posted over 100 how
-
to videos
on YouTube


But they are also on

other sites and on

Home Depot’s own

site

28

©2009 Third Door Media, Inc.

Bass Pro Shops shows how to
share data


Bass Pro Shops
recontacts

shoppers who abandon their

carts


They wait a few days and
send

a special offer


Any campaign that yields an
e
-
mail address can be
integrated

©2009 Third Door Media, Inc.

30

Read all about it


“The Bible of search
marketing”


--
Chris Sherman, Search Engine Land


Second edition available







The search
marketing best
seller

Named a “best business



book” by Miami


Herald for 2007


“Great book.”


--
Robert
Scoble
,
Scoblizer

blog


“Act now and
read it.”


--
Bryan Eisenberg, Author of #1
best seller
Waiting for Your Cat
to Bark?







mmoran@converseon.com

©2009 Third Door Media, Inc.

Questions
?

http://searchmarketingnow.com

webcasts@searchmarketingnow.com







http://
www.fathomseo.com
/



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