Women & Online Marketing: 25 Creative Tips for Using the Internet to Grow Your Business March 6, 2013

1. Women & Online Marketing: • 25 Creative Tips for Using the Internet to Grow Your Business • March 6, 2013

2. Today’s Agenda • Introduction • Review Company Goals & Objectives • What’s the Difference? • Choosing Measurable, Realistic Goals & Objectives • Discuss KPIs • Online Marketing KPIs • Steps for Implementing KPI Tracking • Review Top 25 Online Marketing Tips • Content • Paid Search • Social Media • SEO • Email • Online Marketing Plan Wrap-Up / Questions • Free Site Assessment

3. Introduction #WIB2013

4. Did you know? #WIB2013

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9. #WIB2013 Building a Digital Marketing Plan

10. Marketing Plan Overview #WIB2013 • Goals • Objectives • KPI Measurement • Tactics

11. #WIB2013 Goals & Objectives

12. Goals vs. Objectives • What’s the difference? • Goals are broader outcomes you want to achieve • Objectives are more specific outcomes for your business • The bull’s eye example: • Goal: I want to hit the target • Objective: I will learn to shoot accurately so I can hit the bull’s eye

13. Choose Your Goals Examples: • Increase Revenue • Improve Visibility • Increase Customer Engagement • Improve Sentiment or Reputation

14. Choose Your Objectives • Examples: • Improve average order value on-site by 5% [Increase Revenue] • Improve on-site conversion rate by 10% [Increase Leads] • Increase number of non-branded search terms ranking on page 1 from 5 to 10 [Improve Online Visibility] • Increase number of on-site customer reviews by 10% [Improve Online Reputation]

15. Example Online Marketing Objectives Goal: Increase Revenue • Improve rankings of specific product categories • Increase referral traffic • Increase organic keyword traffic • Increase rankings for strategic keywords • Increase ranking for long-tail keywords • Increase branded keyword traffic • Increase number of new visitors • Increase number of returning visitors • Increase geo-targeted keyword traffic • Increase conversion rate on top landing pages • Increase conversion rate on specific product or category pages • Increase number of social referrals • Increase conversions from social referrals • Increase number of email referrals • Increase conversions from email referrals Goal: Increase Leads • Improve rankings of specific product or service categories • Increase referral traffic • Increase organic keyword traffic • Increase rankings for strategic keywords • Increase ranking for long-tail keywords • Increase branded keyword traffic • Increase number of new visitors • Increase number of returning visitors • Increase geo-targeted keyword traffic • Increase on-site form completions • Increase conversion rate on top landing pages • Increase conversion rate on specific product or category pages • Increase number of social referrals • Increase conversions from social referrals • Increase number of email referrals • Increase conversions from email referrals • Increase customer interaction with site

16. Example Online Marketing Objectives Goal: Increase Market Share or Penetration • Improve rankings of specific product or category pages • Increase referral traffic • Increase organic keyword traffic • Increase rankings for strategic keywords • Increase rankings for long-tail keywords • Increase branded keyword traffic • Increase number of new visitors • Increase number of returning visitors • Increase geo-targeted keyword traffic • Increase social sharing • Increase social fan/follower base • Claim top spot for in paid search for branded keywords Goal: Increase Online Visibility • Increase number of properties ranking for branded keywords • Increase rankings for strategic keywords • Increase rankings for long-tail keywords • Increase geo-targeted keyword rankings • Increase social sharing & engagement • Increase social fan/follower base • Claim top spot for in paid search for branded keywords • Increase number of email sign-ups

17. Example Online Marketing Objectives Goal: Improve Online Reputation • Increase number of properties ranking for branded keywords • Increase social sharing & engagement • Increase social fan/follower base • Increase branded keyword traffic • Increase number of new visitors • Increase number of returning visitors • Decrease negative sentiment in social channels • Increase positive customer reviews • Claim top spot for in paid search for branded keywords Goal: Increase Local Market Penetration • Increase geo-targeted keyword traffic • Increase positive customer reviews on local business review/listing sites • Increase traffic from mobile • Increase fans/followers in location-based social networks, like foursquare • Claim top spot for in paid search on mobile devices • Increase referrals from local deals sites like Groupon or Living Social

18. #WIB2013 Key Performance Indicators (KPIs)

19. What are KPIs #WIB2013 • Key Performance Indicators: Quantifiable metrics that reflect how well an organization is achieving its stated goals and objectives. • Frequently Asked Questions • Trickle down effect • Organization • Goal: Be known as leading Marketing Firm in Healthcare Industry • Objective: Secure 5 new Healthcare Engagements in Q1 • KPIs: # of Healthcare Leads Generated by the Web • Team Member • Goal: Same as Organization • Objective: Increase Whitepaper downloads by 30% in Q1; increase referral traffic by 15% in Q1 • KPI: # of Whitepaper downloads; Weekly number of Tweets @ Healthcare companies; # of Healthcare Blog Posts; monthly referral visits from Blog

20. Choose Your KPIs #WIB2013 • Phone calls • Website Visits (organic, referring, direct, paid) • Conversion rate • Bounce rate • Sales / Transactions • Whitepaper downloads • Form completions • Social media referrals • Social media conversions • Engagements metrics (such as shares, likes, comments) • Time on site • Customer Support Requests • Positive Reviews • Shopping cart abandonment • Keyword Rankings • Specific Number of [blog posts] [content pages] [link outreach emails] each [week/month]

21. How to Measure KPIs #WIB2013 • Google Analytics • Event tracking • Tracks how many people clicked on links (video links, page links, blog links) • Goal tracking • Tracks how many people filled out a form • Social Media Conversions • Tracks how many forms came from people who visited a social site first – Last Interaction vs. Assisted • Note: Technical Team Members a Plus = Tracking ACCURATELY is important • Google Adwords • Conversion tracking • Click Through Rate / Conversion Rate • Click-to-Calls • Call Tracking (changes phone number based on source of visitor) • Keyword Tracking (rankings, visits, conversions)

22. #WIB2013 Tactics

23. Tips for Choosing the Right Tactics #WIB2013 • Make sure they relate to your objectives & goals • Ex. Do not choose “social media contest” if your goal is to increase conversion rate of your website • Focus, Focus, Focus • The narrower the focus, the higher the productivity • Consider Your Timeline • Need quick hitting success? Choose tactics that won’t involve a bottleneck. • Looking for a long term impact? Make sure your team understands the end goal and that they’re in it for the long haul. • Ex. Driving More Traffic to the Blog, Getting more Facebook “likes”

24. Content Tactics 25. Host a webinar or a series of informational videos 24. Design an infographic: go the extra mile and collect your own data 23. Write a white paper 22. Inspire user-generated content & let others create the content for you!

25. Content Tactics 21. Start blogging • Establish yourself and your company as experts • Create a place on your site for more engaging content • Build the authority of your website • Capitalize on long-tail search terms

26. Paid Search Tactics 20. Revisit Paid Search Landing Pages - send users to most relevant LP. • Make sure it relates to the keywords you are bidding on! 19. Make sure ads have a call to action. • It’s important to let users know what you want them to do next and what they can expect when they click on an ad 18. Set up conversion tracking code in Google AdWords. • Tying revenue to your efforts is crucial and can give you a clear idea of ROI. 17. Use negative keywords to cut down on irrelevant searches

27. Paid Search Tactics 16. Review Locations & Hours in Campaign Settings. • You can dictate when and where your ads show. • Choosing locations & hours that fit your audience helps media spend go much further!

28. SEO Tactics #WIB2013 10. Build Local Pages & Optimize Site for Local terms • Ex. Google Recommended Search (“doctors office in….”, “law firm in….”) • Create pages for every office / location • Embed Google maps, zip codes, city facts – anything that screams “local” 9. Optimize every page with a unique title & meta description. • Use Google Webmaster Tools to easily identify duplicate titles / metas • Change metas & titles easily in the backend of your website – make sure you have access to your own website – SUPER important 8. Optimize Your Press Releases – great for including links back to your site & social profiles (common tactic among large & small companies). • PRWeb & PRNewswire are highly recommended • Include AP distribution; allow you to include photos, videos & links 7. Create & Embed a video on one of your top landing pages • Optimize video with relevant title, description, tags & link back to your site • Dynamic content ranks well on Google – also a good way to drive up video views & rank on YouTube (Second Largest Search Engine)

29. Social Tactics 15. Use images whenever possible to grab your audience and build engagement 14. Use social media to build relationships with industry influencers 13. Host a contest – this is a great tactic for Facebook and Pinterest 12. Offer couponsor special offers to your social audiences – they’ll appreciate it and often times they’ll share your offer, which means more visibility for your company

30. Social Tactics 11. Capitalize on current events and trends • Holidays & Events • Oscar’s • Super Bowl • Etc… • Trending or breaking news • Memes • Plan content themes • Example: February – Heart Month • Create an Editorial Calendar • Be creative!

31. SEO Tactics #WIB2013 6. Choose one Theme / Category / Product on Your Site to Optimize • Be VERY picky when nominating keywords • SEO is a snowball effect – best ROI long term if you utilize best practices • Choose keywords that convert well, have less competition & are highly relevant • Ex. “Frames” • “bicycle frames”, “picture frames”, “glasses frames”, “buy picture frames online”, “12 x 14 inch picture frames”

32. Email Tactics 5. Aggregate Message Statistics • Group opens, clicks, sends and revenue by theme to determine what your audience really likes. 4. Set up Test for Email Subject Lines • Determine what drives your audience to open. 3. Review Email Content & Create Engaging, Valuable Email Messages • If you wouldn’t be excited to receive a message, don’t send it. 2. Clean up Email Lists • Never send email to users who have not opted into your messages.

33. Email Tactics 1. Implement Marketing Automation. • High lead volume? Create triggered messages. This allows your sales team to go after the most engaged prospects.

34. Choose Your Tactics #WIB2013 • Build Local Pages & Optimize Site for Local terms. • Optimize every page with a unique title & meta description. • Optimize Your Press Releases. • Create & Embed a video on one of your top landing pages. • Choose one Theme / Category / Product on Your Site to Optimize. • Aggregate Message Statistics. • Set up Test for Email Subject Lines. • Review Email Content & Create Engaging, Valuable Email Messages. • Clean up Email Lists. • Revisit Paid Search Landing Pages - send users to most relevant LP. • Make sure ads have a call to action. • Set up conversion tracking code in Google Adwords. • Review Locations & Hours in Campaign Settings. • Use negative keywords to cut down on irrelevant searches. • Implement Marketing Automation.

35. #WIB2013 Marketing Plan Wrap-up

36. Marketing Plan Wrap-Up #WIB2013 • Goals • Objectives • KPIs • Tactics Next Steps? • Jumpstart discussion with boss / company executives • Assign resources & timelines • Meet weekly / bi-weekly to catch up on tactic status • Meet monthly to review KPIs • Meet quarterly to review progress • What worked & what didn’t

37. Website Assessment #WIB2013 • Complete your slips & return to Fathom cup in back of room  • Website Assessment: • SEO review • Metas, content, frequency, links, + more • PPC review • Spend analysis, keyword data, ad copy review • Conversion review • CTAs, forms, design, usability • Social Media review • Social profile optimization, frequency, sentiment • Technical review • Site speed, code checkup, + more http://www.fathomdelivers.com/what-we-do/request-an-assessment/

38. Thank You! #WIB2013