Connecting with Your Customers through Search, Social & Email Marketing

1. Online Marketing
Connecting with Your Customers through
Search, Social & Email Marketing

2. Agenda
A little About Us
The Search for ROI
Email Marketing
Search Marketing
Social Marketing
Online Promotions
Analytics: Measuring Performance

3. Capabilities
CREATIVE & APPLICATION ONLINE MARKETING
INTERACTIVE DEVELOPMENT Strategic and tactical support for:
Content Strategy
Highly creative, usable Custom software,
Competitive Analysis
and scalable interfaces E‐Commerce, Content
Research & Discovery
designed to support (and Management, desktop and
Analytics
respect) your brand and handheld apps. Intranet
Search and Social Marketing
deliver your message. development and legacy
Email Campaigns
systems integration.
Focus Groups/Usability testing
ROI Analysis
SUPPORT AND TRAINING
On site .NET development support CLEVERPROMO
Client Support/IT End User Support Flexible software package to quickly execute
QA Testing, load testing/validation an online promotion such as a contest,
Hosting, Server environment maintenance sweepstakes or online coupon
Training & Documentation
Accessibility/Compliance & Standards
Project Deployments LOCALIZATION
Domain Maintenance International sites tailored to the audience.

4. The Search for ROI
Digital marketing gives you data
Before you begin…define success
Ultimate goal is to grow your business, but this cannot
always be directly correlated to marketing efforts
Some quantifiable success measures:
o grow mailing list
o drive quantity/quality of site traffic
o collect survey data
o contact form submission
o content submission
o viral activity

5. Email Marketing
Why is Email Marketing Important?
If email was a country, its 1.4 billion users would make it the largest
in the world. Bigger than China, bigger than the populations of the
USA and European Union combined. ‐ Email Marketing Reports (2009)
Consumer Impression
57% of consumers feel they have a more positive impression
of companies when they receive email from them.
40% said that simply receiving email has a positive impact on
their likelihood to make a future purchase a company.
50% said they're more likely to buy products from companies
who send them email, whether their purchases are online or at a
place of business.
Epsilon "Branding Survey" (Feb 2009)

6. Email Marketing

7. Email Marketing – Design Your Email
Don’t overload your email with too
much information
Focus on having no more than one
main topic, and three secondary
topics
State key purpose up front
Provide clear calls to action
Drive traffic to your website ‐
include links
Branding! Include you company
logo.
Choose the “From” and Subject
Lines carefully. This directly
impacts your open rate.
Avoid using images for headlines,
links, and calls‐to‐action

8. Email Marketing – Benefits to You
Low Cost of Entry.
There are a number of quality 3rd party providers for delivery of the email.
Use in house resources or work with an agency for design.
Easy to Do – Here’s How
1. Define the Goal: What do you want
recipients to do: Purchase from your online
store? Call your office for a quote? Contact
you for a free consultation?
2. Design the creative to support your goals,
but keep it relevant
Engage readers with content
that pertains to them
Segment your mailing database
3. Send, track and adjust

9. Email Marketing – Segments & Reports
Segmentation Strategies
Interest level
Geography
Demographics
Email Activity – segmenting based
on email opens, click‐throughs, or
repeat behaviors
Email Performance
Open Rate
Clickthrough Rate
Unsubscribes
Bounces

10. Search Marketing
Hours of productivity lost…
4,819,352

11. Search Engine Optimization
Why SEO is Challenging
Organic search takes time
Search engines use different algorithms,
which are constantly changing
There is no ‘silver bullet’
Top Factors Impacting Organic Search
Performance
relevant, unique, fresh copy
quality/quantity of inbound links
traffic volume and patterns
site tagging
site architecture and page naming
domain name

12. Search Engine Optimization (SEO)
Audit Your Site
Benchmark current performance
Compare to competitors who are performing better
Use diagnostic tools to measure key factors (Google
Webmaster, Hubspot)
Identify opportunities for improvement
Keyword Analysis
What’s relevant to your industry
Your competitors’ keywords
What phrases are actually being searched
Free keyword analysis/density tools

13. Paid Search Campaigns
How Paid Search Works
1. Bid on keywords
2. When keywords are entered, your ad appears
3. Amount of your bid determines your position on page
4. Pay only when someone clicks
Benefits of Paid Search
Low cost of entry
Real‐time data &
modifications
Pay only for clicks, not
impressions
Daily budget caps
Local and regional targeting
Receptive audience

14. Paid Search Campaigns
Some things to Consider
Ad copy
Landing page
Keywords – competitive vs. niche

15. Search Marketing Conversion
What is your primary conversion measurement?

16. Social Networking – What is it?
Web 1.0 Evolves into Web
2.0
Web 1.0 was about Web 2.0 is about
Companies Communities
Home pages Blogs
Lectures Conversation
Advertising Word of Mouth

17. Social Networking – Why it’s Important
Your customers are already there
Builds Relationships
Contacts
Sales
Your business
Your brand
Connects you with your audience
Reasons You Should Be There
It is inexpensive or free if you do it
yourself
Social media positively impacts search
performance
If done effectively, you can drive
traffic to your site 24/7

18. Social Marketing ­ How to Start
1. Monitoring
Listening ‐ Use social media as “real time” research by
monitoring your customers conversations
2. Talking
Responding to customers talking about your business
3. Setup your accounts (i.e. Facebook, Twitter, LinkedIn)
Have conversations with customers to promote products
or services
Energizing – building brand stewardship
Embracing – turning customers into a resource for
innovation

19. Online Promotions
Effective driver to:
Grow mailing database
Collect survey data
Raise awareness
Motivate product trial through coupon distribution
engage with customer
Drive traffic to site
build a social presence

20. Online Promotions

21. Analytics Objectives
Understand impact of marketing efforts
How Did You Hear About Promotion?
How Did You Hear About Promotion?
Adjust strategy
Sweeps Entry
Sweeps Entry
Decide how to invest
0%
0%
1%
1%
2%
2%
A Friend
A Friend
4% 2%
2%
4% 4% Sunday New ss
4% 27% Sunday New
5%
5% 27%
Online Advertisement
Online Advertisement
8%
8% Other
Key Performance Indicators
Other
Email From Birds Eye
Email From Birds Eye
My Local Grocery Store
My Local Grocery Store
Magazine
Magazine
Visits
12%
12%
Message Board/Online Community
Message Board/Online Community
12% 23%
23%
12% Taste Of Home Magazine
Taste Of Home Magazine
Taste Of Home Email New sletter
Taste Of Home Email New sletter
Unique Visitors
Taste Of Home Cooking School
Taste Of Home Cooking School
On The Radio
On The Radio
New vs. Repeat Visitors
Bounce Rate
Time on Site
Pages Visited
Buttons Clicked
Videos Views
pdf’s Downloaded
Forms Submitted

22. Analytics: Measuring Conversion
Total Visitors
Stay Longer than 2 minutes
Submit Form
Purchase

23. Analytics: Measuring Conversion
#1: Go to Site
#2: Click Learn More
#3: Submit Contact Form

24. Analytics: Segmentation
Analyze Conversion Behavior
By marketing channel
By referrer
By behavior on site
By keyword
Tools for Segment Analysis
Campaign tags on inbound links
Analytics features such as filters,
segments, event tracking, goals