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CATALYST CONNECTION Strategic Internet Marketing

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Title: CATALYST CONNECTION Strategic Internet Marketing


1
CATALYST CONNECTIONStrategic Internet Marketing
April 19, 2007 Neal Rabogliatti Sr. E-Strategy
Consultant SEMPO Member

2
AGENDA
  • What is Strategic Internet Marketing?
  • Why is it important?
  • Success stories!
  • Phases of developing an Internet strategy?
  • Considerations for developing an effective
    strategy!
  • Developing a strategic plan
  • Monitoring your results
  • Managing your content and campaigns
  • Search engine optimization

3
Strategic Internet Marketing
  • Strategic Internet Marketing is a planning
    process for effective Internet development,
    advertising, and marketing.
  • A process
  • A building block approach to ensure best
    practices are applied, options weighed, and a
    clear direction of goals are achieved.
  • Each task builds upon the previous task and
    collectively creates an implementation plan for
    execution.
  • Ultimately resulting in a more effective web site.

4
Strategic Internet Marketing
  • The Wrong Approach!

5
Strategic Internet Marketing
  • Put This Way

Equals
6
Strategic Internet Marketing
  • Put This Way

Equals
7
Strategic Internet Marketing
  • Developing an effective web site that drives
    visitors, leads and sales requires an
    understanding of components that are all
    interrelated. Strategic planning helps to
    organize and make decisions that affect the final
    deliverable.
  • Audience Identification - Keyword Research
  • Information Architecture - Layout Design
  • Navigation Structure - Search Engine
    Optimization
  • Relevant Content - Conversion Techniques
  • Analytics - Content Management
  • Pay Search - Link Building

8
Strategic Internet Marketing
  • Developing an effective web site that drives
    visitors, leads and sales requires an
    understanding of components that are all
    interrelated. Strategic planning helps to
    organize and make decisions that affect the final
    deliverable.
  • Audience Identification - Keyword Research
  • Information Architecture - Layout Design
  • Navigation Structure - Search Engine
    Optimization
  • Relevant Content - Conversion Techniques
  • Analytics - Content Management
  • Pay Search - Link Building

9
Why is E-Strategy Important?
  • Consider This
  • More competitive market (International
    domestic)
  • Cost avoidance ( scope creep, retrofitting)
  • Provides a built in checklist (nothing forgotten)
  • Better communications (to team members
    audience)
  • Less interpretation of goals, tasks, and content.
  • Results in more effective web site
  • Increases conversion of visitors to customers
  • Increases your ability to attract more potential
    customers and better market in other areas.

10
Why is E-Strategy Important?
  • E-Strategy applies industry best practices to
    ensure the final deliverable meets the goals and
    expectations of the business.
  • A 2006 Study by Fathom/SEO shows that over 70 of
    most industrial related web sites do not
    effectively market themselves to their target
    audience or have search engine visibility.
  • A.C. Neilsons 2005 study shows that 95 of web
    users initiate their web usage with a search
    engine and that the majority of searchers look
    for keyword terms over specific company and
    organization names.

11
Why is E-Strategy Important?
  • Simply Put
  • Provides better communication between client and
    developer
  • Aligns the site more with the target audiences
    needs and preferences
  • Reduces risk by validating technical and
    functional features
  • Reduces scope creep and development reworking
  • Improves Search Engine visibility
  • Gives you more control and power over marketing
    your business!

12
Success Stories
  • Specialty Tires Of America
  • Development of 2 Corporate Web Sites
  • Over 160 Pages - 2 Interlinked Sites
  • Distributor Extranet Password Protected
  • Inventory Reports
  • Multiple Resource Sections
  • Outcome
  • 35 Keyword Page 1 Rankings
  • Increase of 500,000 in Sales
  • Cost Avoidance PPC 124,000

13
Success Stories
  • TIGG, Inc.
  • Development of Corporate Web
  • Over 180 Pages
  • Activated Carbon Resource Library
  • Outcome
  • 30 Keyword Page 1 Rankings
  • Increase of 275,000 in Sales
  • Majority of Leads Generated Through the
  • Web Site

14
Success Stories
  • Gorell Industries
  • Development of 3 Corporate Web Sites
  • Over 1200 Pages
  • Dealer Section / Extranet
  • Outcome
  • 25 Keyword Page 1 Rankings
  • Increase of 250K in Sales
  • Cost Avoidance PPC 284,000

15
Success Stories
  • Excel Glass Company
  • Development of Corporate Web Site
  • Over 100 Pages
  • Dealer Section / Extranet
  • Outcome
  • 27 Keyword Page 1 Rankings
  • Increase of 2.1 Million in Sales
  • Reduced PPC by 15,000

16
The E-Strategy Process
  • Phase 1 Goal

Phase 2 Discovery
Phase 3 Research
Phase 4 Compiling Arranging
Phase 5 Review Modify
Phase 6 Execute The Plan Develop The Site
Phase 7 Market - Monitor - Manage
17
E-Strategy Process Goal
  • Determining The Projects Goals Outcomes
  • The most important first step of building a
    strategy is to determine the goal or expected
    outcome of the initiative. Providing direction
    and a benchmark for tracking success.
  • Example Build a web site to drive more leads
    and sales
  • But Consider the path of getting there and
    after
  • Contingency - Can we handle the inquires?
    - How will we track?
  • - What Analytics program will work best?

18
E-Strategy Process Discovery
  • Discovery
  • A robust set of meetings to brainstorm, organize
    and evaluate
  • Discuss and identify who is your target audiences
    (influencers buyers)
  • What is your unique value proposition
  • What step in the sales cycle are your target
    customers (context)
  • Identify keyword phrases your audiences use
  • Discussion relationship between your product and
    services and the needs of your customers
  • Arrange products, services and information into
    silos or buckets
  • Discuss branding and creative concepts for site
  • Discuss features and technical requirements and
    issues

19
E-Strategy Process Discovery
  • Helpful Tools ( Site Map or Flow Chart)

20
E-Strategy Process Discovery
  • Helpful Tools ( Project Plan)

21
E-Strategy Process Research
  • Research
  • Identify and validate core aspects of the web
    site
  • Conduct competitive research (features,
    functions, layout, and content)
  • Find out who your real competitors are on the
    Internet
  • Research keyword effectiveness
  • Identify top ranking sites SEO formulas and
    inbound links
  • Research end users needs, desires, value added
    items
  • Evaluate Coding Languages, Platforms, etc.
  • Address pros and cons of features Flash, Blog,
    Chat Room

22
E-Strategy Process Research
  • Helpful Tools ( On Line Keyword Research)

23
E-Strategy Process Compiling Arranging
  • Putting it all together
  • Now is when the brain storming and discovery is
    combined with results from the research. The
    important issues need to be finalized and
    documented in order to complete the
    implementation plan.
  • Flow Charts site architecture (technical)
  • Detail Screens navigation, file naming, page
    layout,
  • Creative Concepts, CSS standards
  • Creation of content inventory
  • Documentation of features and technical Items
  • Mapping of keywords to site map

24
E-Strategy Process Compiling Arranging
  • Mapping Keywords They now become relevancy
    targets

25
E-Strategy Process Compiling Arranging
  • Keyword Parameters

26
E-Strategy Process Review Modify
  • Review Modify
  • Finalizing the implementation plan
  • Review the individual components of the plan
  • Verify and authorize all documents and
    recommendations
  • Discuss Selection of Web Developers and Hosting
    Companies
  • Modify Sections or Add Clarity to Implementation
    Plan

27
E-Strategy Process Execution
  • Building The Site
  • Using the implementation plan to guide, build
    the HTML code and complete the physical web site.
    Remember\
  • Use clean code, avoid tricks and too much eye
    candy
  • Utilize CSS, Div Tags, good file structure
  • Post site to development server for all to review
  • Include good internal cross linking
  • Remember to include relevant META Tags, H1, Page
    Titles
  • Strive for 200 words per page, focused on
    keyword
  • Employ good call outs to convert visitors to
    users
  • Start building quality inbound links

28
Marketing, Monitoring, Managing
  • Marketing The Site
  • Upon testing and launching the site.
  • Register the web site (ONCE) with major search
    engines
  • Develop and register an XML site map (Google,
    Yahoo, MSN)
  • Continue to develop quality inbound links
  • Implement analytics
  • Learn how to use your content management program
  • Implement your PPC campaign
  • Remember it may take between 2-6 months for
    everything to fully be realized by major search
    engines.

29
Marketing, Monitoring, Managing
  • Monitoring The Site
  • Analytics Programs These programs help to track
    and analyze who, when and where visitors use your
    web site. This is most important in tracking the
    hot and cold spots of your site, keyword
    effectiveness, conversion rates, and if your PPC
    campaign is really working.

30
Marketing, Monitoring, Managing
  • Managing The Site
  • At some point you are going to need to change
    the content, an image some text. It is important
    you decide before the site goes live who and how
    you will manage the web site.

31
Search Engine Optimization
  • What is SEO Search Engine Optimization?
  • The process of choosing targeted keyword phrases
    related to a site, and ensuring that the site
    places well when those keyword phrases are part
    of a Web search.
  • The act of altering a web site so that it does
    well in the organic, crawler-based listings of
    search engines.
  • Simply put Creating a site that is relevant to
    keyword searches, and is designed to be easily
    indexed and ranked by search engines.

32
Search Engine Optimization
  • Who are The Search Engines?

Crawler Based Google 50 Yahoo 20 MSN
24 Ask 4 Others 2
Social Media YouTube Flickr DIGG Del.icio.us
33
Search Engine Optimization
  • What Do Search Engine Do?
  • Search engine perform 3 tasks
  • 1) Index site structure, pages and content
  • 2) Follow Links, internal and external
  • 3) Rank web sites according to relevancy

34
Search Engine Optimization
People See Your Site This Way
Search Engines See Your Site This Way
35
Search Engine Optimization
  • What Do Search Engine Do?

The Web Bot indexes or spiders the site by way
of links. It makes a copy of the web site and
puts it into a package that is sent back to the
main database or catalog.
WEB BOT
WEB SITE
36
Search Engine Optimization
  • What Do Search Engine Do?

The catalog then filters web sites through a
program that can compare web sites according to
their collective relevancy to keywords used in a
search. This is called the algorithm it
considers Text Content Code Tags Inbound
Links Age of Domain Structure Internal
Links META Themes Fresh Content Updates
37
Search Engine Optimization
  • What Search Engines Like
  • Good quality unique text and content
  • Good quality inbound links from reputable web
    sites (anchor text)
  • Good file structure, formatting and clean coding
  • Focused discussion within a page (keyword focus)
  • Good cross linking of internal pages using hyper
    text that includes keywords in the link or next
    to the link (anchor text)
  • No trickery or spamming
  • Good navigation to promote engine indexing
  • New and fresh content generated on a fairly
    regular basis.

38
Search Engine Optimization
  • What Search Engines Dislike
  • Duplicate Content (pages and domain names)
  • Dynamic content using session Ids and multiple
    parameters
  • Pages containing keyword stuffing - over
    optimization
  • Anything to trick the engine to believe the site
    is something its not
  • Pages with few text links and little text content
  • All graphic or flash based pages
  • Poor coding, body content showing up after line
    150
  • Poor site usability and complicated navigation
  • Poorly formatted pages (no title tags, H1, or
    description tags)
  • Stale content or pages with little value to users

39
Search Engine Optimization
  • Relevancy
  • Search engines base their ranking algorithm with
    one objective in mind Relevancy
  • Relevancy is the total sum of all the parts of
    page or site in relationship to the keyword
    phrase being searched.
  • Another concept for this would be the focus of
    your web page or consistence use of focused
    keyword phrase.


40
Search Engine Optimization
  • Relevancy On Off The Page
  • On Page Relevancy Includes
  • Page titles
  • Header tags
  • Keyword rich text (density, proximity)
  • Off Page Relevancy Includes
  • Meta themes
  • Link popularity
  • Cross Linking
  • File Structure, Code, Age,


41
Search Engine Optimization
  • On Page Relevancy
  • Page Titles ( Concise keyword rich)80 Characters
    or less
  • Header Tags (ltH1gt)
  • Body Text Content
  • Strive for 250 words per page.
  • Incorporate keywords 5-7 of body copy.
  • Incorporate text hyperlinks to other internal
    pages, use keywords in link.


42
Search Engine Optimization
  • Off Page Relevancy
  • Meta Themes The overall theme of the combined
    elements
  • Link Popularity Quality links from other web
    sites to yours
  • File Structure, Code, Age, Additional
    considerations that make a difference in final
    ranking.

43
META Themes
Each page is unique and therefore needs a unique
META theme. This Not This

One Theme
Unique Theme
Unique Theme
Unique Theme
44
Link Popularity
  • The inbound links from other web sites that act
    as a vote to the relevancy of your web site.
  • Quality above quantity
  • Reciprocals are counted but have little weight or
    effect
  • Anchor Text is important
  • Good neighborhoods (link hubs of experts)
  • Bad neighborhoods (link farms)
  • Natural increase over time
  • One link per domain name or IP address

45
File Code Structure
  • Good usability from a file, code and layout
    standpoint translate to a search friendly web
    site and thus help to increase indexing and
    ranking.
  • Clean file structure (no nested files)
  • Easy to navigate pages with text links
  • Properly formatted pages
  • Text should show up above line 150
  • Non Clogging coding no jump menus, java script,
    dynamic navigation, forms, etc.

46
E-Strategy
  • Thank You
  • Neal Rabogliatti
  • www.CatalystConnection.org
  • www.Mfgpa.org
  • nrabogliatti_at_catalystconnection.org
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