Synergy Online Marketing Search, Buzz & Beyond

2. Innovative Marketing Strategies for Online Dominance Synergy Online MarketingSearch, Buzz & Beyond

3. How do we get there?

4. Marketing Orchard: Pick the Lowest Hanging Fruit

5. The Fall of Traditional Advertising

6. What is Your BRAND?

7. Your brand is how customers perceive you

8. What is Your Web Presence?

9. Your website Every web page that links to you including search engine listings Every page that mentions you Every page that mentions your competition You Web Presence Is?

10. SOM Pyramid Recommended Champions Preferred Loyalty & Goodwill Awareness Buzz & Advertising Finding SEM

11. What is Search Engine Marketing?

12. Search engines are the most effective direct response marketing mechanism ever devised in the history of business. Why we love them: Volume & reach Highly targeted to offering (the long tail) Automatic perfect timing (late in buying cycle) Automatic repetition Online Marketing = SEM ?

13. Two Sides of Search Results

14. Sponsored vs. Organic

15. Primary advantages of organic search Clicked more often Perceived as more authoritative (usually) Better long-term ROI (usually) Stronger ordering dominance Achieving a high organic placement for valuable keywords is a decisive competitive advantage that can provide years of very cheap high-quality traffic to your site. And the Winner Is… Organic Search

16. Strategic Implementation of Sponsored Search ROI Listing Saturation Keyword Research Compliment with Sponsored Search

17. The organic side of search does not exist to send websites free business; it is there solely for the benefit of the searcher. The search engine’s interest is ranking websites by the most valuable, unique and exciting content that is most relevant to the user’s search. If your website is the most valuable, unique, exciting and relevant then you will be the one at the top. Search Engines are the Ultimate Networker How do we achieve top organic placement?

18. Black Hat vs. White Hat Black Hat usually works for a while but will likely be caught at some time. Golden Rule: For long term success, align your site with the interests of the search engines. Short Cuts vs. Big Picture

19. Good Content + Good Architecture + Good Backlinks + Sticky Site = Results Magic Formula of Organic Search

20. Your organic placement is based on all the optimization done on your site throughout its history. Bad News: You have to play catch up Good News: So does everybody after you Need to get started now. Protective Barrier to Entry

21. Search directories Shopping comparison sites News sites Article databases Product review sites Syndicated press releases Don’t develop SEM tunnel vision Social media (MySpace, FaceBook) Blogs, forums and user groups Social bookmarking (del.ico.us, Digg, Redit) Video Banner ads Affiliate programs

22. What Makes a Great Website?

23. Web 1.0 Visual Copy Usability Attributes of an effective website Web 2.0 Interactivity

24. Do not make your website all about you. Give the customer things they value. Edu-Marketing Widgets & Tools Cause Marketing Giveaways Extranets Communities Give and you will receive! Build loyalty & goodwill

25. A: Invent the next virtual pet rock. Viral marketing: Create something so cool they tell 200 friends, who tell 200 friends, and so on and so on… If you are going to infect people with your brand, you have to be contagious. Q: How can you drive the most amount of traffic in the shortest time?

26. One way vs. two way communication Gets people interacting with your brand Provides social media hooks to encourage people talking about you on other sites Best way to get people talking about you is to be social yourself Web 1.0 vs. Web 2.0

27. The ABCs of online sales. Make it easy for the visitor to buy Create intermediate buy-in points Use call-to-actions to encourage buy-in actions Always be Converting

28. It is less expensive to sell to an existing customer than a new one Build your database: Depth & Breadth Act on your database: Retention Programs Leverage your existing customers

29. Are we there yet? Recommended Champions Preferred Loyalty & Goodwill Awareness Buzz & Advertising Finding SEM

30. Customers want confirmation from authorities and peers Seize every opportunity to get recommendations Manage your reputation The missing piece: Champions

31. SOM Architecture

32. Web allows for much more enhanced measurements and data gathering than traditional marketing. Steps Setup site analytics Score conversion events Track all marketing campaigns online and off Create customer feedback loops Measure

33. Continual Improvement: Successful web development and online marketing is an iterative process. The key to greatness is to experiment often and learn from your successes and failures. Kaizen your Web Presence

34. Budgeting for Online $1000 to $100,000+ per month Rule of Thumb • ~3% of company revenue • 50% of total marketing budget

35. Progressive Budgeting The amount that will make you the most money. • Create measures • Set an initial budget • Evaluate after six months • Periodically adjust your budget to maintain a 25% to 100% ROI

36. Foundational SEO Site Elements Code Link structures Copy Keyword Analysis Keyword DB PPC Analysis Inbound Links Foundational SEM TacticsP1.1 (Level 1, Cycle 1) – 3 Months • PPC Setup • Keyword Exploration • Engine Diversification • Add Writing • A/B Testing • Site 2 Site Links • Directories • Site Listings • Syndicated PR Conversion Enhancements Metrics Setup

37. PPC Search Organic Search Backlinks Foundational SEM Model Website Landing Pages Conversion Brochure ware Name Recognition Customer Loyalty Recommendations

38. Results (Months 1-4)

39. SEO Expansion Content Development Goodwill content Expanded brochure SEM Expansion TacticsP1.2 to P2.0 – 3 to 9 Months • Basic PR • Press Releases • Newsletters • Article Syndication • Blogging PPC Expansion Conversion Enhancements Metrics Analysis and Refinement

40. SEM Expansion Model Organic Search PPC Search Backlinks Website Landing Pages Conversion Brochure ware Name Recognition Customer Loyalty Recommendations Goodwill Builders Conversion Mechanisms

41. Results (Yr1)

42. SEO Expansion Goodwill Content User Generated Content Optimized Buzz Tactics(Phase 2 & 3) • Buzz PR • Community Site • Blogs & Forums • Social Marketing • Edu-Marketing • Giveaways/Sweepstakes • Loyalty Programs • Advergamming • Tools & Widgets • Viral Videos • Syndication / RSS • Cause Marketing • Extranets • Online Influencer Campaigns • Word of Mouse Campaigns • PPC + Media • Paid Banners • Affiliate Marketing • Sponsorships • Touch Programs • Retention Programs • User Requests • Trusted Advisor Requests Reputation Management

43. Optimized Buzz Model User DB Organic Search Back Links Online Advertising Website Traditional Advertising Landing Pages Goodwill Builders Buzz Generators Word of Mouse Recommendations Conversion Brochure ware Name Recognition Customer Loyalty Recommendations Conversion Mechanisms / Buzz Enablers Sales Retention Programs Viral Touches Negative PR

44. Results (Yrs.1-2)

45. Synergy Model User DB Organic Search Back Links Online Advertising Word of Mouse Recommendations Traditional Advertising Landing Pages Goodwill Builders Buzz Generators Conversion Brochure ware Name Recognition Customer Loyalty Sales Recommendations Conversion Mechanisms / Buzz Enablers Retention Programs Viral Touches Negative PR

46. Results (Yrs.1-3)

47. Transform your website into a buzz generating, loyalty building selling machine Feed the machine everyway possible Secret to Making It Online

48. Attend future lectures in our series:- SOM Architecture: Essential Elements- Create your own SOM plan Visit our site www.leveltendesign.com Contact me tom@leveltendesign.com How do I get there?