Building your online presence: Trucking
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This is a marketing overview for the trucking industry on building a strong online presence.
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Building your online presence: Trucking
- 2. WHAT MOST BUSINESS OWNERS I MEET SAY: I don’t know the difference between a good website and a bad website. I don’t really understand how to send people to my website. I don’t like to spend money on my online presence because I can’t quantify any return on investment. I don’t know how my website really can increase my business. These are all honest statements.
- 3. HERE ARE SOME THINGS YOU NEED TO KNOW FIRST What type of website? Informational – Interactive brochure online Transactional – Online product or service sales Transactional or E-Commerce are usually more expensive because of security and complexity Usually when things move around on the screen that will add cost to a project (javascript)
- 4. WHERE DO YOU BEGIN Who is your target user? • Define 90% of your users • Clients • Partners • Job Seekers • Prioritize the users • Clients bring money Partners and Job seekers are neccessary If you don’t plan to spend time on your site, make sure you have someone that will internally.
- 5. HOW DOMAINS, HOSTING AND WEBSITES FIT TOGETHER 235 Vine St. Street Address = Domain or Web Address Custom Home = Website Hosting = Neighborhood
- 6. WE USED TO BE ABLE TO JUST PLACE A YELLOW PAGE AD
- 8. WHAT TYPE OF TRAFFIC DO YOU NEED? Each traffic channel is suited for different types of traffic Some take more money Some take more time Some take more skill Online Marketing Plan
- 9. Lower Cost Higher Cost Quicker Return Longer Return Organic Traffic Referral Traffic Paid Search Traffic Display Ads Email Marketing Online Marketing Plan
- 10. PRIORITIZATION OF CHANNELS New startup: Existing Business (new to internet marketing) Marketing for a Specific Project or Event Organic Traffic Referral Traffic Paid Search Traffic Display Ads Email Marketing Organic Traffic Referral Traffic Paid Search Traffic Display Ads Email Marketing Organic Traffic Referral Traffic Paid Search Traffic Display Ads Email Marketing Online Marketing Plan
- 11. ORGANIC SEARCH ENGINE RESULTS PAGES Online Marketing Plan Organic Traffic
- 14. “COMMERCIAL CARRIER INSURANCE” Bing cost per click = $.51 Google cost per click = $5.63 Online Marketing Plan Organic Traffic
- 17. SIMPLEST WAY TO UNDERSTAND SEO Can the robots read your site? Is what they read relevant to your goals? Do others link to your site correctly? Are people talk about your site online? Online Marketing Plan Organic Traffic
- 18. REFERRAL MARKETING When someone else refers a friend you trust it. What types of referrals do you want? • Blogs and articles about your company • Social Media about you or your company • Partnerships and alliances Referral Traffic Online Marketing Plan Organic Traffic
- 21. EMAIL MARKETING Two types of emails: Warm emails to people that know you* Prospecting emails to people that don’t know you or SPAM! *One of the least expensive ways to drive traffic Referral Traffic Email Marketing Online Marketing Plan Organic Traffic
- 22. HOW DO YOU BUILD AN EMAIL LIST? Have a partner send an email about you and have a data collection point. Advertise and collect information Purchase a list / rent a list NOTE: Know your numbers Email Marketing Online Marketing Plan Organic Traffic Referral Traffic
- 25. ADVERTISING When you decide how to advertise you need to consider your mix of marketing and your budget. Paid Search = CPC = Show ads to searchers Display Ads = CPM = Showing ads to target users Email Marketing Online Marketing Plan Organic Traffic Referral Traffic Paid Search Traffic Display Ads
- 26. COST PER CLICK Google • More expensive • Idiot warfare Bing • Cheaper • More effective • Lower Volume Email Marketing Online Marketing Plan Organic Traffic Referral Traffic Paid Search Traffic Display Ads
- 27. DISPLAY You have to decide who your target is and where they are. Ads on KSL – Retail vs. Network vs. Wholesale - $30 per 1000 views - $3.50 per 1000 views - $.45 per 1000 views
- 28. TARGETING PEOPLE OR LOCATIONS What does an ad at the superbowl cost? What does an ad in the bathroom at the superbowl cost? What does an ad on the windshield cost?
Editor's Notes
- Once I have a new website, how do I get visitors?
- Once I have a new website, how do I get visitors?