Is it worth it?
Oklahoma Funeral Directors Association
Research Online, Buy Offline
of U.S. online consumers already have
researched products online and then bought
54% of people start their search at a search
The web accounted for or influenced
Study predicts the web will influence
U.S. retail sales by 2014
a study from research firm Gartner has
discovered that a majority of today's consumers
rely to some extent on social networks to help
guide them in purchase decisions
Search Engine Optimization
Search Engine Marketing
Defining the audience
The answer to the
consumer's question of
who, what, when, where,
why and how
Are websites necessary?
Its your sign on the information
superhighway. A place for people to find
A 24 hour, 7
day a week information
Websites don't exist for their own sake,
but to fulfill a specific purpose and to
satisfy a specific consumer need.
to target your audience
Top 11 things ANY website should have…
1. Good Visual Design
2. Organization of website information that matches end users
3. Navigation above the fold and in the footer
4. Meaningful Content
5. Descriptive "About Us" page
6. Contact Information
Accessible through any internet browser
Pictures that download quickly
Statistics, Tracking and
Good Visual Design
First Impressions are Key
Less is more
Movement is fancy but not necessary
Pictures are worth a thousand words
sure they don't compete with each other
Research says you have 8 seconds from the time
a user comes to your site to take another step in
Identify what you want your customers to do on
Make the information easily accessible
Information should be communicated in a way the
customer will understand and what they want to
The information has to be correct
The information has to be updated
Establish credibility: the more knowledge about
services that are shared on the site represents the
professionalism that consumers will experience with
About Us page
Establish an emotional connection by describing
Have a personality.
Provide information on history, employees,
Make sure your contact information is easily
accessible from any part of the site.
Be clear on what kind of contacts: phone number,
free consultation, e
Customer is giving you permission to contact
Create a non sales contact to remain top
for the customer
Inexpensive marketing tools
8 second rule
Search function must work!
Content must be consistent to common searches
by end users
Outline of how your site is organized
Strictly for the search engines to look for and find
Affects organic search (search engine optimization)
No need for it to be a prominent part of your site
Not everyone accesses the internet the
End consumers all have different versions of
Your website should work on multiple browsers
version 6, 7
Graphics, Pictures and Video
8 second rule
Relate to the content
Video is a great communication tool
Short videos are perfect
Make sure the person in front of the camera represents
No need to over
doesn't have to look like a
but still needs to be professional.
Statistics, Tracking and Analytics
Great information on how people are
finding your site
Adapt information and design to the
audience you are trying to reach.
What is it and Why does it
matter, How does it work?
121 billion web pages have been
indexed by search engines.
(but only 7
8% are reached via search engine results pages)
Search engines are like detectives
looking for clues…
What is the content the user
is looking for?
What content is available?
What content will best satisfy
How is it different from SEO,
how do they work
What is Search Engine Marketing?
Dominant Vs. Standard positions
Cost per click
How to determine a budget
Pic of SEM
Is Social Media a foreign language you
Social Media Outlets
Consumers who engage in opt in email marketing, spend more
online, buy impulsively, pay for convenience and tell others
about ads and emails they value maximizing ROI.
67% of US internet users say the motivation behind giving their
email address to a company is to receive discounts and
57% of internet users worldwide said they are more apt to buy a
product or service in a store after getting a marketing email.
Email Marketing is extremely cost efficient, targeted and
Research says it takes 8
touch points before a
consumer is at a point of
making a buying decision.
There is no big red EASY button
Consumers research online when
making product selection decisions:
use the web when making buying decisions
(research, reviews, retailer location, price comparison,
of U.S. online consumers already have researched
products/services online and then bought them offline.
start their research at a search engine
said that social media influenced their buying
study, December 2009)
After product selected, most important criteria when
choosing where to buy are PRICE (38%) and SITE
Understand you don’t have to do it ALL.
Create a strategy that defines and measures
what Interbank considers success.
Get help so that you can focus on your
Keep in mind that technology is not going
Technology will never replace good
Technology can enhance the customer
For more information, contact: