Developing an online marketing plan
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Find out how to build a marketing plan including SEO (search engine optimization), CPC (adwords), CPM (display), email marketing and referral marketing. Learn how to prioritize channels and balance your efforts. Information used from the following sites: http://www.polevaultmedia.com http://searchengineland.com/seotable http://www.slingshotseo.com
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Developing an online marketing plan
- 2. AUDIT THE CURRENT WEBSITE OR PLAN A NEW ONE. Is the site transactional or informational? • Informational – Interactive brochure online • Usually when things move around on the screen that will add cost (eg. Javascript) • Transactional – Online product or service sales • Transactional or E-Commerce are usually more expensive because of security and complexity
- 3. TARGET DEMOGRAPHIC Define 90% of your users – you can’t track 100% • Age, Sex, Interests, Adoption Rate • Estimate percentages of types of users Prioritize the users • Web properties that try to be everything to all people fail. • Steps in your conversion funnel should be tailored to your top users
- 4. DEFINE THE CONVERSION Conversion is a goal you are trying to have the user accomplish It can be transactional or a defined action. It may not have a specific dollar amount tied to it. • Complete an online purchase • Submit a form • Time on site • Pages viewed • View a specific series of pages • Bounce rate (decrease)
- 5. TRACKING / ANALYSIS Set up a way to track your performance metrics • Built in tracking software (eg. Facebook insights) • Third party tracking • Google Analytics • Web Trends • Adobe Site Catalyst • Additional tools for tracking and analysis • Spreadsheets, Adobe Test and Target, Optimizely, SEO tracking software
- 7. 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 One large consideration is Cost vs. Time Online Marketing Plan
- 9. PRIORITIZATION OF CHANNELS New startup: Existing Business (new to internet marketing) Online Marketing Plan Paid Search Traffic Email Marketing Referral Traffic Organic Traffic Display Ads Organic Traffic Referral Traffic Email Marketing Display Ads Paid Search Traffic Email Marketing Referral Traffic Display Ads Organic Traffic Paid Search Traffic Marketing for a Specific Project or Event
- 10. ORGANIC SEARCH ENGINE RESULTS PAGES Online Marketing Plan Organic Traffic
- 13. “COMMERCIAL CARRIER INSURANCE” Bing cost per click = $.51 Google cost per click = $5.63 Online Marketing Plan Organic Traffic
- 14. Online Marketing Plan Organic Traffic Data from a study done by Slingshot SEO
- 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. Online Marketing Plan Organic Traffic 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
- 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 Online Marketing Plan Organic Traffic Referral Traffic Email Marketing
- 22. HOW DO YOU BUILD AN EMAIL LIST? Have a partner send an email about you and have a data collection point. (Joint Venture) Online Marketing Plan Organic Traffic Referral Traffic Advertise and collect information Email Marketing Purchase a list / rent a list NOTE: Know your numbers
- 25. ADVERTISING When you decide how to advertise you need to consider your mix of marketing and your budget. Online Marketing Plan Organic Traffic Referral Traffic Paid Search = CPC = Show ads to searchers Email Marketing Display Ads = CPM = Showing ads to target users Paid Search Traffic Display Ads
- 26. COST PER CLICK Google Online Marketing Plan Organic Traffic • More expensive • Idiot warfare Referral Traffic Bing • Cheaper Email Marketing • More effective • Lower Volume 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?
- 29. FOLLOW-UP Tony Passey Assistant Professor, Lecturer David Eccles School of Business University of Utah tony.passey@utah.edu @tonypassey
Editor's Notes
- Once I have a new website, how do I get visitors?