Marketing in the Google Era

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					Marketing in the Google Era
7 Proven Techniques for Marketing in the 21st Century




          Kraig Swensrud
          Salesforce Marketing
Marketing in the Google Era


                       20th Century   21st Century

 Demand Generation     Outbound       Inbound
 Feedback Cycles       Weeks          Hours

 Pricing               CPM            CPA
 Customer Experience   Segmented      Integrated
 Messaging             Eyeballs       Relevancy
 Measurement           Untrackable    Trackable
 The Internet          Homepage       Marketing Platform
The World in 1999


     No DSL or high speed Internet in homes

     56K dial-up in hotels

     Simple HTML interfaces

     No Blackberries or Treos or iPods

     No digital cameras, USB Keys, or Flash Memory

     No WiFi

     No Google
Our World Today




  My Yahoo / RSS     Google       News and Events        Investing        Banking




    Salesforce     Credit Cards        Blogs        Dinner Reservations   Blackberry
     If it’s a        World,

What Does that mean for Marketers?
Are You an Internet Marketer? The 60 second test…



   How many people came to your website yesterday?

              Where did they come from?

        What keywords did they use to find you?

          How many of them did you capture?

          What will those metrics be tomorrow?
Website is the Primary Marketing Vehicle




                    Your Website
            1
Invest in Your Web Properties
Invest in Web Self Service

                             Flash Videos
                             Breeze Presentations
                             Product Diagrams
                             Clear Graphics
                             Compelling Copy
                             Self-service
                             Effective Information
                             Architecture
                             Simplicity
                             Web Offers
                             Above the Fold?
What’s Happening On Your Site?
What Percentage from Search?
           2
Invest in Search Marketing
                                                  Paid
                           Organic

                          SEO                SEM

Search Engine Optimization                Search Engnie Marketing
Increasing rank in the organic (unpaid)   Paid Search Advertising. Your message
search engine results                     reaches customers at the moment they
                                          demonstrate interest in what you sell
Source: Marketing Sherpa http://www.marketingsherpa.com
What the Googlebot Sees

   Robots see metadata or
   descriptive elements of
   your page, like the title
   and keywords


   Robots follow links from
   your website to others
   and from others to you

   Thet cannot see Flash of
   Breeze media

   Robots cannot see the
   text in your images

   Robots do read header
   tags, image alt tags, etc
SEM Marketshare and Effectiveness


           ~80%




                    ~15%
                              >5%
Think Globally, Advertise Locally
           3
Make Your Message Relevant
Build and Segment Your In-House List
 Keep it Simple and Relevant

Attention Grabbing
Headline

Clear Offer
Presented

Call to action visibly
draws attention


Additional benefits
and detail in 1-2 short
paragraphs


Customer Testimonial
Search & Email Drive Website Visitors




                    Your Website
                4
Create Landing Pages for Each Program
Build the Bridge to Conversion


No obvious call to
action, lead in, or
value proposition




Too much information
for a landing page,
don’t lose me!


No conversion
activity or offer


Too many options
presented to the user
What’s Your Conversion Rate?


Clear Benefit and/or
value proposition


Concise product
information



Short and obvious
conversion activity


Product and/or
customer images


Above the Fold at
1024 x 768
Building Your Conversion Funnel
Integrated Marketing and Sales. Integrated Terminology.



   Impressions
                     2% “click thrus”
   Web Traffic
                      5% “capture rate”
   Lead Capture
                      10% “qualifiation rate”
   Qualified Leads
                             25% “conversion”
   Pipeline
                             10% “pipe to close”
   Customers
              5
Measure Everything. In Real-Time.
Never Stop Split Testing
Optimize the Conversion Funnel




 A                               B
Never Stop Split Testing
Optimize the Conversion Funnel



           A




            B
       6
Use the Web for PR
Blogging – The New PR

   Simple Authoring Tools   Push Content to Your Site
My Blog’s Feed
Googlebot Finds Blogs Too
The Interconnected Web
         7
Engage Your Community
Engage the Community
Blogs, Breeze, Podcasts, Lithium, YouTube
1   Invest in Your Web Properties
2   Invest in Search Marketing
3   Make Your Message Relevant
4   Create Landing Pages for Every Program
5   Measure Everything in Real Time
6   Use the Web for PR
7   Engage Your Community
For More information…

       http://del.icio.us/kswensrud
       http://blogs.salesforce.com/adwords/

       http://blogs.salesforce.com/marketing/
       http://www.bloglines.com/public/kswensrud
Questions?
Register now for the upcoming webinar:
Marketing in the Google Era, Part 2
https://www.gotomeeting.com/register/927132371

				
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