2. WHAT ARE THE STEPS?
1. Determine your conversion goals
2. Plan an appropriate digital presence
3. Set up tracking and analysis tools
3. WHAT ARE THE GOALS OF
YOUR WEBSITE
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
4. 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
5. 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)
6. 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
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
One large consideration is Cost vs. Time
Online
Marketing
Plan
16. 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 talking about your site online?
Online
Marketing
Plan
Organic
Traffic
17. 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
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
18. MATT CUTTS +
POLEVAULT
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
23. “COMMERCIAL
CARRIER INSURANCE”
Bing cost per click = $.51
Google cost per click = $5.63
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
24. EMAIL MARKETING
Two types of emails:
Warm emails to people that know you*
Prospecting emails to people that don’t know you
or SPAM!
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
*One of the least expensive ways to drive traffic Email
Marketing
25. HOW DO YOU BUILD
AN EMAIL LIST?
Have a partner send an email about you and have
a data collection point. (Joint Venture)
Advertise and collect information
Purchase a list / rent a list
NOTE: Know your numbers
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
Email
Marketing
26. WHAT ARE THE
NUMBERS
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
Email
Marketing
28. DISPLAY ADS
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
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Email
Marketing
Paid
Search
Traffic
Display
Ads
29. RETAIL / NETWORKS /
EXCHANGES
You have to decide who your target is and where
they are.
Ads on KSL – Retail vs. Network vs. Wholesale
- $4 - $12 per 1000 views
- $3.50 per 1000 views
- $.45 per 1000 views
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Email
Marketing
Paid
Search
Traffic
Display
Ads