Digital Marketing 2011 - Online Visibility + Website Conversions + Positive Brand Reputation = Online Success!

1. Digital Marketing 2011
Online Visibility + Website Conversions +
Positive Brand Reputation = Online Success!
Components of a Good DM Strategy
Prepared & Presented By:
Superior Web Solutions, Inc.
WSI – We Simplify the Internet
#1 Leader in Internet Business Services
Thomas J. Holzkopf - President & Owner
Phone: (608) 523-4255
www.WSIprositebuilder.com | Info@WSIprositebuilder.com
Advanced Internet Marketing Certification
Member of Search Engine Marketing Professionals Organization

2. Digital Marketing 2011
• Digital Marketing Trends
• Our Focus – Marketing vs. Technology
• Our Services – Strategy-driven
• Our Approach – ABC‟s of Internet Marketing
• About WSI (We Simplify the Internet)

3. Digital Marketing Trends

4. Internet Advertising Sees the Most Growth
• During the recession, traditional
advertising channels saw a
decrease in spending growth in
2009, as marketers moved their
budgets to more measurable
channels like Internet advertising,
which saw an increase of 14.1%
• In 2010, most channels will
continue to see a decrease in
growth, while Internet marketing
will continue to remain the channel
of choice and increase by 15.2%
• In 2011, outdoor and TV
advertising growth will rise again,
but the Internet will still see the
most growth with 15.1%

5. Advertising Expenditure in the US by Media
• In 2009, US marketers spent
$20.34 billion advertising online
• In 2010 marketers will spend
$23.42 billion advertising online,
and by 2011, this number is
projected to reach almost $27
billion
• Though TV ads still consume the
largest piece of the advertising pie,
Internet ad-spend in the US has
surpassed print advertising,
including channels like radio,
magazine and outdoor advertising

6. Marketing Spending Increases in 2011
• According to a November 2010
survey of business executives
around the globe by StrongMail,
nearly two-thirds of companies will
increase spending on email
marketing, and 57% will put more
dollars toward social media
marketing. Search took a distant
third place with 41% of
respondents indicating they would
spend more.

7. Social Media Marketing Continues to Rise
• Trends indicate that US
marketers are spending more
money to advertise with social
media
• In 2010, $728 million will be
spent advertising with social
media, up from $558 million in
2009
• Marketers are expected to spend
approximately $948 million on
social media marketing in 2011
• By 2012, about $1.23 billion will
be spent on social media
marketing

8. More Internet Users on Social Networks
• According to eMarketer, there
were 70.6 million adult online
social network users in 2009
(43.5% of total adult Internet
users)
• In 2010, 46.5% of the adult online
population were social network
users (77.8 million)
• In 2012, more than half of all
adult Internet users will also be
social network users (50.5%, 89.1
million)

9. Activities of Social Network Users
• Interestingly, 52% of social
network users become a
fan/follower of a company or brand
on the social networks
• 46% have said something
positive about a company/brand
on the social portals, while 23%
have said something negative
• 18% of respondents have used
the social portals to promote
another company/brand, and 12%
have used social networks to
promote their own business

10. So to Sum It Up:
• Internet Advertising Outpaces All Other Methods
• Top 3: Email, Social Media, Search Marketing
• Mobile Marketing is Gaining Quickly!
• Adults Are Rapidly Adopting Social Networks
• > 50% Social Network Users Follow or Fan a
Business Page

11. Our Focus –
Marketing Vs. Technology Solutions

12. Our Focus – Marketing vs. Technology
• We Focus On:
– Lead Generation
– Brand Building
– Customer Nurturing
• Online Success By Providing:
– Online Visibility (Attract Target Market)
– Site Conversions (Conversion-focused Design)
– Positive Brand Reputation (Monitor, Analyze, Influence)
• IM System - Not Technology-Driven!

13. Strategy Driven Solutions

14. DM System FlowChart
Paid Search
(PPC)
Search
Social Media Engine
(SMO)
Digital Optimization
(SEO) Targeted Traffic
Marketing
System
Email Mobile
Marketing Marketing

15. Our Core Competencies
• Conversion-Focused Web Design
• Search Engine Marketing
• Social Media Marketing
• Targeted Lead Marketing
• Mobile Marketing

16. Conversion-Focused
Web Design
Paid Search
(PPC)
Search Engine
Social Media
(SMO)
Digital Optimization
(SEO) Targeted Traffic
Marketing
System
Email Mobile
Marketing Marketing

17. #1 Priority – The Online “Face” To Your Company
Is Your Website!
• Conversion-focused Design – An investment with a return …
• Start by identifying your online objectives for the website:
– Increase BRAND AWARENESS
– LEAD GENERATION
– E-COMMERCE
– INFORMATIONAL or CUSTOMER SERVICE
• Identify the “Call To Action”. E.G.:
– Submit an online form
– Download a brochure or whitepaper
– Call your phone number
– Buy your products or services online
• Design the site to funnel site visitors toward “Call To Action”

18. Web Design
• State-of-the-Art Technologies (Joomla, DotNetNuke,
Business Catalyst, Fully Customized)
• Conversion-Focused Design (See Examples)
• Content Writing & Page Formatting
• Landing Pages & Microsites
• Content Management Systems (self-maintainable)
• Customer Service After Launch

19. Conversion-Focused Web Design (Examples)

20. Web Design (Methodology)

21. Search Engine Marketing:
1. Search Engine Optimization
2. Paid Search Marketing (PPC)
Paid Search
(PPC)
Search Engine
Social Media
(SMO) Digital Optimization
(SEO) Targeted Traffic
Marketing
System
Email Mobile
Marketing Marketing

22. Search Engine Marketing –
Organic Optimization
• On-Page or “Organic” Optimization (Un-Paid Listings)
– Keyword Analysis Is The KEY!
• Off-Page optimization
– Inbound Link Building – Quality Links Are Gold!
• Directories, B2B Portals, One Way Links (PR3 or better)
• Articles, Press Releases, Blog Posts with Links + Syndication
– Interactive SEO –
• Social Bookmarks, Social Networking Profiles
• Landing Pages & Microsites – Content is Still King!
• Site Submittal

23. Search Engine Marketing –
On-page Keyword Optimization is Critical

24. Search Engine Marketing –
Inbound Link Building Is Even More Important

25. Paid Search Marketing (PPC)
• Immediately Attract Your Target Market
• Seasonally & Geographically Friendly
– Run Seasonally. Local or Global Advertising!
• You Set The Monthly Budget
• Only Pay When They Visit
• Text, Photo Image, Video Ads & Now More!
• Search & Content Network

26. What PPC Can Do For Advertisers
• Pay-Per-Click Advertising can help an advertiser meet many objectives
• Determining, measuring, and tracking metrics helps ensure success
Objective Example Success Metrics
 Generate awareness • Targeted impressions
 Build brand • Qualified visits to your website
 Educate prospects • Depth of involvement
 Generate leads • Request for proposals
 Identify prospects • Coupon downloads
• Newsletter registrations
• Email address opt-ins
• Appointments
 Customer acquisition • Sales conversions = $$$
 Sales • Lower cost per lead/sale

27. Benefits of PPC: Cost
• No minimum spend
• You choose your own maximum daily spending limit (daily budget)
• Choose how much you want to spend per click for every keyword
• Only pay search engine when users click on your ad and visit your website
• More cost-effective than Yellow Pages, Banner Ads & Direct Mail*
• Conversion tracking = real-time return-on-investment data
** U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004

28. Example: How Adwords Can Pay For Itself
$1,000 initial investment in AdWords
$1.00 CPC ≥ 1,000 clicks
1 - 10% conversion rate = 10-100
sales
Average sale = $100
$1K investment returns $1K-10K in
sales
Reinvest profits, increase budget

29. Pay Per Click – 12.2%
Organic
Search
74.3%
Pay Per Click
13.5%

30. PPC
%
Pos
1 7.4
Organic Pos %
2 3.4
1 27.1
2 11.7 3 1.1
3 8.7 4 .3
4 5.1
5 2.6
5 4.0
6 4.1 6 .9
7 4.1 7 1.7
8 3.2 8 .4
9 2.8
9 .1
10 3.6
10 .4

31. Best Solution: Combine SEO with PPC
1) Use PPC to get a fast
start
2) Let PPC click-through
and conversion rates
help identify your best
keywords
3) Target these keywords
via SEO
4) Re-apply PPC funds to
new keywords to attract
even more traffic
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32. Social Media Marketing
Paid Search
(PPC)
Search Engine
Social Media
(SMO)
Digital Optimization
(SEO) Targeted Traffic
Marketing
System
Email Mobile
Marketing Marketing

33. What Is Social Media Marketing
SMM is…
Starting a Conversation
Engaging Clients
Online Brand Reputation Management
A realm where ‘Consumers Rule’
Another way for your customers to find you
Social media is an umbrella term that defines the
various activities that integrate technology, social
interaction, and the construction of words, pictures,
videos and audio.
Wikipedia 2009

34. Social Media Marketing
• In 2008, 79.5 million people, or 41% of the US Internet
user population, visited social network sites at least once a
month, an 11% increase from 2007.
• By 2013, an estimated 52% of Internet users will be
regular social network visitors. The steady stream of
updates and news will become a weekly or even daily habit
for many people.

35. SEO & SMO Work Together
• Just adding pages and pages of
content as an SEO strategy
doesn‟t cut it anymore
• Social Media is the new way to
take your SEO strategy to the
next level
• Social Media increases the
number of high quality inbound
links & targeted traffic

36. Types of Social Media
Social Video/Photo/Music
• Facebook Bookmarking Sites • Wikipedia Sharing Sites • Blogger
• Twitter • Scribd • Wordpress
• LinkedIn • Digg • Squidoo • YouTube • Moveable Type
• MySpace • Technorati • Gather • Flickr • Yahoo 360!
• Bebo • Stumbleupon • Photobucket • MSN Spaces
• Orkut • Del.icio.us • Metacafe
• Last.fm
Social Networking Content Sharing
Blogging Sites
Sites Sites

37. Where Do You Start?

38. An Effective SMM Strategy Will:
Increase Brand Promote
Awareness Products/Services
Get Indexed
Protect Brand
Quickly
Dominate The
Search Engines

39. Typical Social Media Startup Strategy For
Small Businesses
• Brand Reputation: Monitor, Analyze, Influence
– Get Into The Conversation
• Launch Branded Pages On Facebook, Twitter, LinkedIn,
YouTube
• Integrate a Blog On Your Website
• Content Development Requirements (Articles, Press
Releases, Blog Posts to Syndicate Across All Channels)
• Document Syndication Process
• Future Steps: Add Online Customer Reviews, Videos

40. Targeted Lead Marketing
Paid Search
(PPC)
Search Engine
Social Media
(SMO)
Digital Optimization
(SEO) Targeted Traffic
Marketing
System
Email Mobile
Marketing Marketing

41. Targeted Lead Marketing Definition
• Lead Nurturing:
– “Maintaining a healthy and interactive relationship with prospects
and existing customers, wherever they may be in their decision
making or buying process”.
• Cost-Effective Methods Include:
– Auto-responders
– Click-to-Call (Internet to Phone)
– Email Marketing
– RSS Feeds
– Blogs
– Customer Loyalty Programs
– Free Trials

42. Permission-Based Email Marketing:
Leverage Your Most Important Asset
• Market To Your List of Customer Email Addresses
• Can-Spam Act of „03 - Permission-Based is OK
– Always Provide Opt-out Option
• Newsletters, Special Events, Promotions, Customer Loyalty
• Should Be Informational, Add Value To The Reader
• Include Links Back To Website From Newsletter
• Put a Subscriber Window On Every Page Of Website
84% of consumers surveyed said they liked receiving e-mail from companies they had registered
with—and more than one-half saved the messages for later review. 57% of consumers had a more
positive impression of companies they had purchased from when they received e-mail from them—
and 40% said such e-mail made a future purchase from the company more likely.

43. Advantages of Email Marketing
• Unmatched Customer Targeting & Tracking Capability
• Lowest Cost Per Unit of Any Advertising Medium
• Creates On-Going Awareness Of Your Brand & Offerings

44. Mobile Marketing
Paid Search
(PPC)
Search Engine
Social Media
(SMO) Digital Optimization
(SEO) Targeted Traffic
Marketing
System
Email Mobile
Marketing Marketing

45. Mobile Marketing – Cellular Version of
Email Marketing
• From July 2009 to July 2010 Over $1 Billion Of Products
Purchased From Amazon.com using a Mobile Phone
• Opt-In - Not Spam - Like Email Marketing
• 1/3 of World Has Mobile Internet Access, Twice As Many
Internet-Connected PCs
• 60% of World‟s Population Will Have Access By 2012
• Can Provide Location-Specific Resources to Users
• Text Messages Read Within 4 Minutes – Email, 48 Hours
• 65% Email = Spam; < 10% of SMS Is Spam
• Technology Lets Business Manage SMS Ads Directly

46. Web Analytics

47. Web Analytics
• Analytics is…
• A NECESSITY
• A way to Track and Measure your Internet Marketing
• A way to maximize ROI
• A way to uncover opportunity
• Google Analytics, Clicktracks, Urchin
• What the Data Tells You
• The Balance Sheet of YOUR Business Online

48. Our Approach –
The WSI Internet Marketing Solutions Lifecycle

49. Our Approach –
The ABC’s Of Internet Marketing
• “A”ffordable Web Solutions For Your Business
• We leverage economies of scale, pool resources and
spreading costs across a large global network
• “B”uild Pipeline of Targeted Traffic
• Our core competencies are marketing strategies
integrated with leading edge technologies.
• We focus on Lead Generation & Customer Conversion
• “C”onvert Website Visitors Into Customers
• Conversion-focused Web Design

50. The WSI Internet Marketing Solutions
Lifecycle
• Discovery - learning more about you and your industry
• Internet Business Analysis (IBA) - identify your business
requirements and "pains & challenges"
• Build - preparing the project requirements, submitting them to one of our
Production / Solution Centers
• Implement - launch the solution
• Measure - analyze the Web Traffic & Conversions
• Manage Results – manage campaigns and identify additional
value, services, upgrades and enhancements – stay current
The Lifecycle is designed to increase our client’s profitability, Return on Investment (ROI)
and visibility by creating new revenues through Internet traffic generation and bringing
more visitors through their "e-door".

51. About WSI

52. About WSI
• WSI currently has over 1,500 offices in 93 countries –
13+ offices in Wisconsin
• We have helped thousands of companies since 1995
• Our systems have been proven to get results
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53. A Few Of Our Partners
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