Find out how to build a marketing plan including SEO (search engine optimization), CPC (adwords), CPM (display), email marketing and referral marketing. Learn how to prioritize channels and balance your efforts.
Information used from the following sites:
http://www.polevaultmedia.com
http://searchengineland.com/seotable
http://www.slingshotseo.com
2. AUDIT THE CURRENT
WEBSITE OR PLAN A
NEW ONE.
Is the site transactional or informational?
• Informational – Interactive brochure online
• Usually when things move around on the screen that will
add cost (eg. Javascript)
• Transactional – Online product or service sales
• Transactional or E-Commerce are usually more expensive
because of security and complexity
3. TARGET
DEMOGRAPHIC
Define 90% of your users – you can’t track 100%
• Age, Sex, Interests, Adoption Rate
• Estimate percentages of types of users
Prioritize the users
• Web properties that try to be everything to all
people fail.
• Steps in your conversion funnel should be
tailored to your top users
4. DEFINE THE
CONVERSION
Conversion is a goal you are trying to have the user
accomplish
It can be transactional or a defined action. It may not
have a specific dollar amount tied to it.
• Complete an online purchase
• Submit a form
• Time on site
• Pages viewed
• View a specific series of pages
• Bounce rate (decrease)
5. TRACKING / ANALYSIS
Set up a way to track your performance metrics
• Built in tracking software (eg. Facebook
insights)
• Third party tracking
• Google Analytics
• Web Trends
• Adobe Site Catalyst
• Additional tools for tracking and analysis
• Spreadsheets, Adobe Test and Target, Optimizely, SEO
tracking software
7. WHAT TYPE OF TRAFFIC
DO YOU NEED?
Each traffic channel is suited for different types of
traffic
• Some take more money
• Some take more time
• Some take more skill
One large consideration is Cost vs. Time
Online
Marketing
Plan
9. PRIORITIZATION OF
CHANNELS
New startup:
Existing Business
(new to internet marketing)
Online
Marketing
Plan
Paid
Search
Traffic
Email
Marketing
Referral
Traffic
Organic
Traffic
Display
Ads
Organic
Traffic
Referral
Traffic
Email
Marketing
Display
Ads
Paid
Search
Traffic
Email
Marketing
Referral
Traffic
Display
Ads
Organic
Traffic
Paid
Search
Traffic
Marketing for a
Specific Project or
Event
17. SIMPLEST WAY TO
UNDERSTAND SEO
Can the robots read your site?
Is what they read relevant to your goals?
Do others link to your site correctly?
Are people talk about your site online?
Online
Marketing
Plan
Organic
Traffic
18. REFERRAL
MARKETING
When someone else refers a friend you trust it.
Online
Marketing
Plan
Organic
Traffic
What types of referrals do you want?
• Blogs and articles about your company
• Social Media about you or your company
• Partnerships and alliances
Referral
Traffic
21. EMAIL MARKETING
Two types of emails:
Warm emails to people that know you*
Prospecting emails to people that don’t know you
or SPAM!
*One of the least expensive ways to drive traffic
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Email
Marketing
22. HOW DO YOU BUILD
AN EMAIL LIST?
Have a partner send an email about you and have
a data collection point. (Joint Venture)
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Advertise and collect information
Email
Marketing
Purchase a list / rent a list
NOTE: Know your numbers
25. ADVERTISING
When you decide how to advertise you need to
consider your mix of marketing and your budget.
Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Paid Search = CPC = Show ads to searchers
Email
Marketing
Display Ads = CPM = Showing ads to target users
Paid
Search
Traffic
Display
Ads
27. DISPLAY
You have to decide who your target is and where
they are.
Ads on KSL – Retail vs. Network vs. Wholesale
- $30 per 1000 views
- $3.50 per 1000 views
- $.45 per 1000 views
28. TARGETING PEOPLE
OR LOCATIONS
What does an ad at the superbowl cost?
What does an ad in the bathroom at the superbowl
cost?
What does an ad on the windshield cost?