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Emarketing concepts

Emarketing concepts. July 28, 2014 discussion topics. “TUESDAY TIP” VS NEWSLETTER. Small, digestible bits of useful information vs TMI newspaper format.. Even when you read the NYTimes online I bet you only read one article at a time

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Emarketing concepts

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  1. Emarketing concepts July 28, 2014 discussion topics

  2. “TUESDAY TIP” VS NEWSLETTER • Small, digestible bits of useful information vs TMI newspaper format.. Even when you read the NYTimes online I bet you only read one article at a time • Keeps us top-of-mind without the sense that we’re “always trying to sell something” • Providing useful information makes it easier to sell something when we want to via principal of reciprocity • Shareable content helps to drive traffic and leads back to our site • Can be cross posted on our blog and helps to build a “resource library” of strong content • Template can include branded, linked “ads” for related products

  3. Q: WHAT IS THE GOAL OF OPTIMIZING OUR WEB PRESENCE? A: SEO  QUALIFIED LEADS  CONVERSIONS  $$$ SALES $$$

  4. WRITE • OPTIMIZE • SEARCH/DELIVER • REACH/PAGE VISIT • CONVERT $$$ LEAD GENERATION ON THE WEB 

  5. OUR SITE REDESIGN: KATE’S TOP FIVE ORGANIZATION: Some of our products are buried/hard to find CONTENT: Blog Posts, Case Studies, Tip Sheets with a CTA barrier can help increase traffic and conversion rates INCREASE LANDING PAGES/CALLS TO ACTION: Drive prospects into the sales funnel THE LOOK: Staying ahead of the curve with responsive design and “modern” layout trends SEO/ANALYTICS: This is how we drive them to us! Revisiting our numbers periodically will show us what’s working and where we need to improve

  6. ONLINE MARKETING METRICS • SITE VISITS/PAGE VISITS • CLICKS PER PAGE • WHAT CLICKS/WHERE • TIME SPENT ON PAGE, SCROLLING • POINTS OF ENTRY –LINKS, ORGANIC SEARCH • FORMS FILLED OUT/CONVERSIONS • KEYWORDS SEARCHED FOR • SEARCH ENGINE RANKING FOR KEYWORDS

  7. MOST POPULAR MARKETING TOOL/PLATFORMS Hubspot subscription marketing tools Large Investment (30 day trial) Industry Standard (Amazing Reach) Proven Results (Case Studies) Advanced Analytic Tools, User Friendly Interface Google academy /accelerate for business • Formatted around Google Adwords • Need to Pass Google Analytics Certification First • Waiting List? • Uses Hubspot- Claims free 12 weeks

  8. IN BOTH CASES • A CONSIDERABLE TIME INVESTMENT IS NECESSARY (BOTH DAILY AND BEFORE RESULTS CAN BE MEASURED) • GOOGLE ANALYTICS COURSE(S) A GOOD IDEA • THE TOOLS WORK HAND IN HAND (GOOGLE USES HUBSPOT AND HUBSPOT USES GOOGLE) • THERE IS POTENTIAL FOR SUBSTANTIAL ROI IF SEEN THROUGH

  9. Things I like about hubspot… • ABILITY TO QUICKLY OPTIMIZE OUR WEBSITE (VISUALLY, SEO, LANDING PAGES, MOBILE READY) • DETAILED ANALTICS : ORGANIC SEARCH, PAGE BY PAGE OPTIMIZATION, AND EVEN SPECIFIC CTA REPORTS • TREMENDOUS RESOURCES • MEASURABLE RESULTS • FREES UP OUR WEB DESIGNER TO WORK ON PAID PROJECTS/ CAN CONTROL WEBSITE AND METRICS FROM NY

  10. Things I Don’t like about hubspot… • $$$... WE’RE TALKING ALMOST $10k/YEAR • CULT MENTALITY… CAN IT REALLY BE THAT GOOD? (SKEPTICISM) ?????????/$$$$$$

  11. Things that might facilitate our marketing efforts in the future... • Reserve time in Kate’s schedule to take free/inexpensive GOOGLE ANALYTICS online courses • Schedule a weekly meeting to discuss/work through defined objectives starting with WEBSITE REDESIGN • SEGMENT/TAG/EXPORT THROUGH TIGERPAW: This would help us to identify what services customers HAVE and to create lists for more targeted/segmented internal communications purposes • CASE STUDIES, CASE STUDIES, CASE STUDIES! I know I have the OK on this but I need to make it happen • A file repository for ongoing web projects… not sure if we have this but it’d be nice to have everything all in one place.

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