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Presented By: Jeanne Foulon, President October 7, 2010

Expanding Your Website’s Reach. New Jersey Bank Marketing Association Fall Seminar. Presented By: Jeanne Foulon, President October 7, 2010. Building A Website Is Not Enough. How Do You Get Found by Your Prospects & Customers?. Online Marketing Tactics for Expanding Your Website’s Reach.

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Presented By: Jeanne Foulon, President October 7, 2010

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  1. Expanding Your Website’s Reach New Jersey Bank Marketing Association Fall Seminar Presented By: Jeanne Foulon, President October 7, 2010

  2. Building A Website Is Not Enough.How Do You Get Found by Your Prospects & Customers?

  3. Online Marketing Tactics for Expanding Your Website’s Reach • Email Marketing • Online Advertising • Local Search • Banner Ads • Pay-Per-Click • SEO (Search Engine Optimization)

  4. Best ROI for Online Marketing Tactics

  5. Email Marketing

  6. Email Marketing • One of the most powerful marketing tools available for developing and retaining relationships with your customers • Email can help make your website a financial resource center for your customers • Drive existing customers to website or landing pages for cross-selling and promotions

  7. Email Marketing Benefits • Easy to implement • Use online banking customer list to start • Build list from website • Low cost – high ROI • Go to market fast

  8. Email Marketing Benefits • Trackable • Allows for testing • Allows for segmentation • Helps you gather information from visitors

  9. Online AdvertisingLocal SearchBanner AdsPay-Per-Click

  10. Online Advertising - Local Search • Local Search Marketing • Create a local business profile or listing on Google Maps, Google Places & YAHOO! local • List with local online directories - citysearch.com, thinklocal.com • Listings are free in most cases • Time and effort to implement and maintain

  11. Online Advertising – Banner Ads • Multiple size & positions • Skyscraper • Rectangle • Tile • Multiple options for ad placement • Pay per impression – like print newspaper ads • Smaller websites may charge annual fee, not by impression

  12. Use for • Branding • Grand Opening • Rate Driven Products • Look for local section • Easy to change campaigns and graphics • Geo-target campaigns to fit your profile • Flight time: 3-6 months • Average click through rate on banner ads: .05%

  13. Online Advertising – Pay-Per-Click What is Pay-Per-Click (PPC) Advertising? • PPC involves creating and placing ads containing keywords in prominent positions on search engine results pages. • Advertisers bid on keywords the search engine uses to determine ad placement and how often the ad will be shown.

  14. Online Advertising – Pay-Per-Click • Only pay for an ad when a visitor clicks on ad and is taken to the advertiser’s Website • Ads are targeted to the local, regional or national market served Pay-Per-Click Ads

  15. Online Advertising – Pay-Per-Click Benefits of PPC • PPC drives qualified leads through • Email • Landing pages • Form submissions • Phone calls • Track results with online, on-demand reporting • Specialist assigned to your account • Change keywords and campaigns on the fly • Multiple ads running during campaign • Ongoing campaign optimization

  16. Online Advertising – Pay-Per-Click Costs of PPC • Set up fee • Monthly ad budget for purchase of keywords • Monthly maintenance and reporting fee • Suggested flight: minimum of 3 months How To Get Started • Your creative or web agency • Google or YAHOO! • Network Solutions • In-house Use For • Rate Driven Products

  17. PPC vs. SEO • When you enter a keyword at a search engine like Google, you get back two types of results: • Paid search ads or “sponsored listings” • Natural or “organic” results • Getting your website to rank as high as possible in natural search results is accomplished through SEO.

  18. Natural or Organic Search Paid Search – PPC

  19. Search Engine Optimization

  20. SEO - Search Engine Optimization • Search Engine Optimization is the process of making changes to your Website to improve its chances of ranking well on search engines. This includes: • keywords that people might use to search for your business • putting the keywords in right place in your Website’s content • having sufficient content on each of your Website pages

  21. SEO - Search Engine Optimization Basics of SEO • Optimize your website’s content for keyword phrases specific to your business • Search engines look for keywords or phrases in specific areas of your Website • To rank higher in search results you should identify the most effective keywords • Create your own keyword list or use online keyword suggestion tools • Google’s Free keyword suggestion tool: https://adwords.google.com/select/KeywordToolExternal

  22. SEO - Search Engine Optimization • Look at your competitors’ Websites. Using Internet Explorer, view their keywords by selecting “View” and then “Source” from the menu bar at the top of your browser. • Look for a line in the code called “Keywords Content” which will list the keywords used on that page. keywords

  23. SEO - Search Engine Optimization • Place keywords in the parts of your Website where the search engines will look • titles • headings • subheadings • Spread keywords throughout the content of your site • Each page should contain about 250 – 600 words of unique content with 4 or 5 occurrences of your targeted keywords • Use no more than three keywords per page

  24. SEO - Search Engine Optimization Page Title Meta Name Keywords Meta Description Tag

  25. SEO - Search Engine Optimization Get your Website “Crawled” by the Search Engines • Significant factors determining your site’s search ranking is the presence of links from other sites to yours • The more Websites linking to your site, the more search engine spiders will visit your site and find new content quickly • Here are some methods for obtaining links: • 1. Ask for links • 2. Directory links • 3. Press Releases • 4. Blogs • You can find out who links to you already: www.yourdomainname.com

  26. SEO - Search Engine Optimization Tracking and Measuring Results • Use a keyword ranking program to see how your keyword phrase ranking positions go up and down over time • Use web analytics to track to what your visitors are doing on your site • See how many visitors you get each day • Which search engines your visitors are using to find your site • Which keyword phrases they are using to get there Maintain Good Results and Use Best Practices • Tweak and change the content on your Website • Add new keywords occasionally • Constantly add new or update content

  27. SEO - Search Engine Optimization Be Patient and Consider Professional Help • Search Engine Optimization is an ongoing, gradual process of testing, measuring, and refining • Do not expect a top ranking in Google overnight • Achieving high rankings can take as long as 6 to 12 month • Search engine algorithms are constantly evolving - consider professional help

  28. In Summary • Understanding of Online Marketing Tactics for Expanding Your Website’s Reach • Picked Up a Few Tips • Didn’t Fall Asleep 

  29. Questions & Answers Jeanne Foulon, President jfoulon@digitalwavemktg.com 973-975-6020

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