Tag Archive for 'strategies'

How To Plan Your ‘09 Online Marketing Budget

Published
by
Eric Dudley
on September 16, 2008
in Branding, Customer Acquisition, Customer Retention, Email Marketing, Lead Generation, Media Buying, Online Marketing, Paid Search, SEO, Search Marketing, Social Media, Website Analytics and Website Effectiveness
. 3 Comments

During these tough economic times, budgeting is becoming an even more critical aspect of the planning process.  It’s easy for many companies to immediately dismiss marketing as a disposable expense, however, research shows that companies which continue to market during an economic downturn are that much farther ahead of those that don’t.

We consult with many clients regarding their annual online marketing strategies and plans.  Here are some tips to consider to get your 2009 Online Marketing budget approved.

1. Outline expected results

Your goal is to link marketing initiatives and strategies to financial outcomes, therefore you need to make sure you can effectively show how investing in online marketing will result in specific goals and objectives.

For example, your marketing initiatives may include one or more of the following:

  • Drive incremental sales. Show how your online marketing plan will directly impact sales. Your outcomes are pretty straightforward if your marketing directly generates sales. Tactics may include Paid Search, search engine optimization, online media buying, and email marketing.
  • Drive leads into the sales pipeline. Show how you will engage your online audience and generate interest and demand that results in generating a lead.  Tactics may include Paid Search, search engine optimization, online media buying, and email marketing.
  • Engage and convert more visitors.Show how you will engage more visitors and get them to respond to your offer.  Small lift in conversion rates can easily multiply sales.  Tactics may include web effectiveness and multivariate testing.
  • Interact with your audience.Show how you will engage your audience where they spend time online today.  Buzz and referrals can be powerful and result in customer evaluation and adoption.   Tactics may include web analytics, multivariate testing, and social media.
  • Building your brand. Show how exposing your brand will result in greater recognition and adoption resulting in greater engagement and ultimately sales.  Granted, this is a longer term approach that requires more buy-in.  Tactics may include paid search, online media buying, and social media.

To project your expected outcomes, quantify the results you have achieved prior and make sound assumptions. This gives more weight to your strategy, shows sound thinking, and often creates a positive collaborative dialog.

2. Educate decision makers on the dynamics of the strategy.

The next step and one of the most critical is getting buy-in and approval from the powers that be.  Educating your executives on the core strategy to the point that they are nodding their heads in agreement is important.  Identifying any threats to the strategy and plan should be highlighted, but not magnified. It is important to reinforce with the decision makers the following:

  • Integrated plan with critical mass. Show how complementary tactics yield even better results.  For example, how search marketing and online media combined yields higher returns when integrated successfully.
  • Marketing needs to be supported through the entire funnel. If there are other dependencies to driving sales, ensure that those parts of the funnel are held accountable to their target conversion rates.
  • Budgeting for analytics is critical to measuring and delivering expected outcomes. Without a unified measurement tool, showing expected outcomes will be challenging.  Ensure you have an analytics platform that captures leading KPIs along with bottom-line conversions.  For example, your web analytics platform should be able to tell you how a opt-in email marketing campaign directly impacts sales on the website.
  • A testing budget that allows for new champions to surface. We recommend setting aside around 10% of your budget if possible to test new hypothesis and in some cases emerging tactics.

If asked how to reduce the overall budget, suggest that the decision makers take more budget and wipe out the integrated approach because it may not be effective enough to make a substantial impact.

3. Build executive confidence in your online strategy with clear financial expectations and outcomes.

With an integrated, well thought-through strategy, and the measurement of analytics to determine the financial outcomes, you will build confidence in your executives and gain support to approve and execute your online marketing plan.

I welcome your comments and feedback below:

SES - Social Media Analysis and Tracking

Published
by
Tom Dressler
on August 20, 2008
in Social Media
. 1 Comment

Social Search can be used to drive traffic, conversions, and increase ROI by monitoring conversations happening in cyberspace, often in real time. By using buzz-monitoring tools such as Buzzlogic, search professionals can be very effective in finding influencers within online conversations and reaching out to them. As one example of a few that will be presented, learn how Military.com leverages social media and buzz-monitoring tools, together with a solid understanding of business goals, to increase profitability.

Moderator:
Speakers:
Two top level ideas on how to measure Social Media.
  1. Look at your referrer logs and breakout Conversational Media
  2. Look into data or let Google do it via site trends
Idea: Have CMO’s work closely with Web Analyst
Read: Web 2.0: A Strategy Guide
Notes from Rob Key, CEO, Converseon:
  • One of the challenges is what do we do with the data once we have it. Rob indicates that 5 of the top 10 sites online today are Social Media sites. The question is, what are the people talking about and where are the talking about it?
  • He is outlining “How to Design a Social Media Strategy”
    1. Step 1 is to Listen - What is the external tone
    2. Mining the Universe - First Know What You Want To Know
      1. What is the Volume of Conversation?
      2. Who are the Influentials? - You should only be contributing 10% of the time overall
      3. Report on Voices
      4. Report on Relationship Topics
      5. Report on Competitors/Features
      6. Report by Cloud Tags
    3. How to use the data?
      1. An Extension of Customer Service ( Rob sites a BusinessWeek article) & Reputation Mgmt.
      2. Search Results - Engagment Strategy
      3. Listen, Plan, Engage (Graco Case Study is being sited)
    4. Where does this all go?
      1. Trending - We have ___% of positive sentiment and are mapping this conversation trend over time
      2. Social Media Monitoring and Analysis will Flatten
      3. Have a Grand Unified Vision - Sales, Brand Tracking, Conversion Analytics, Traffic & Conversation Monitoring.

Notes from Todd & Breanna who have prepared a case study on Military.com:

  • Site Focus: Connecting Military Population with appropriate communities
  • Goals: Increase awareness and drive traffic
  • Fact: Social Media visitors do convert higher than baseline visitors
  • DoD Buzz
    • Strategy: Isolate the influencers and reach passionate readers of military defense news and information
    • Goal: Increase product awareness to the (new) influencers and their audiences
    • Engaged BuzzLogic
      1. Uncover Conversations utilizing keyword data and break into categories - then cross reference to social media outlets
      2. There was a set of blogs that were very rigorus on topical point
      3. Rank the influencal site based on content
      4. Identify the influencer networks of ad placement - influencer to influencer connection
    • Campaign Overview
      • Create compelling, informative and clear call to action
      • Ran on a cross section of 250 blogs including influencers
      • Results:
        • 86% Higher CTR than historical average
        • Social Media Users Took Action - 5.3% lift in conversion rate overall (RSS feeds and Email Subscriptions)
        • 60% higher new visitors than the site average
        • the SM ads performed an avg. of 6.25% better than the site historical average.
    • Key Observations/Learnings
      • Active conversations about specific topics attract passionate audiences.
      • Social search is different than web search it’s gets you closer to keyword search intent
      • Influencer’s and their network increase ad performance
      • Conversation’s offer a new window on consumer psychology
    • Social Media ia about selecting trust sources and trusting in what they say.
Notes from Edmund:
  • What to track
    • Analyze page views over time - since many forums are optimized for search, engagement is highly visible…forever: SEO continues to offer new visitors over time
    • Track links posted and clicks received by the site (Using match back through Omniture data)
    • Calculation of a Social Media CPM is possible
  • Categorize and analyze discussion topics

SES - Successful Tactics for Social Media Optimization (SMO)

Published
by
Tom Dressler
on August 20, 2008
in Online Marketing
. 0 Comments
Social Media Optimization Session at SES San Jose

Social Media Optimization Session at SES San Jose

Community-built websites like Facebook, YouTube, Microsoft Tagspace, and Wikipedia, and new sites allowing content to be shared through “tagging” can be a great way to tap into links and search-driven traffic. This session looks at some social media services and strategies to tap into them in an appropriate manner. Hear how-to’s and tips from search marketers who have discovered what works today and what to avoid.

Moderator:
Speakers:
Notes from Kendall Allen, Former Managing Director, Incognito Digital, Digital Marketing and Convergence Media Consultant:
  • Kendall opens talking about how we should be looking at Integration vs. Synchronization.
  • “Digital” is a trend that means more today than ever. Creativity flows into great ideas.
  • Social Media come of Age: Consumers voice is now heard. Smart marketers are planning to tap into this buzz. Consumers are big time influencers and smart marketers are giving them tools to use. Today blogs are showing up in integrated media plans as well.
  • Integration and Social Media Case Study from Special K - Various media distribution with a call to action focused on search. Search the Special K Challenge for more details.
  • Ning.com is a new creative social network creation tool with tons of customization
  • sCRM - a new term integrating Social Media and CRM collaboration; surveys, polls, storytelling and the propagation of brand
  • SocialSpark: Blog network - A Social Marketing Network that provides blog marketing, social media marketing, word of mouth marketing, conversational marketing through an online blog advertising service.
Notes from Liana Evans, Director of Internet Marketing, KeyRelevance:
  • She has a focus on Social Media from a SEO perspective
  • Liana says make sure you are talking to the audience in a way that connects you as friends. If you look like a marketer you will be outed.
  • Share in a way that is conversational. They will spread the word for you if your conversation is positive.
  • Social Media gives the consumer the control and is huge.
  • Key understanding include who is in your target market and what are they doing
  • Liana tells us to read “Groundswell” by Charlene Li
  • The 2 biggest areas in social media are video and photo sharing
  • Other areas include social bookmarking, social sharing, etc…

SES - Social Media Marketing: What is it and What is it Good For?

Published
by
Tom Dressler
on August 20, 2008
in Online Marketing
. 0 Comments
Social Media Strategists Sharing Ideas with peers at SES San Jose

Social Media Strategists Sharing Ideas with peers at SES San Jose

Marketing to and through social networks means humans are hot again. Not as directory editors; it’s Web 2.0, and your customers are in control. The old-fashioned media buy has gone bye-bye. Social media marketing is fast emerging as a must-have in search strategies. Learn about the social search revolution, and hear case studies of how marketers have successfully promoted brands and products with it.

Moderator:
Speakers:
Notes from Vanina Delobelle from Moster Worldwide:
  • The requirements for Social Media
    • Global means local - You are with your friends in your world; be close
    • Resources - Community managers need to get more focus - People come to be entertained; be proactive as a community facilitator
    • Consistency - The effort should start and last
    • Content - Make it meaningful to the audience
  • Most Social Media links display in the Golden triangle of Search - Social media is updated/current and contains links
  • Moster created user centric products giving them the controls for people to share, etc.
  • Both YouTube Video Views and FaceBook fans used as primary key performance indicators (KPI’s)
Notes from Erik Qualman, Search Engine Watch Expert & EF Education:
  • Erik starts by asking how many people use facebook, twitter and u4 (hmm what’s that?)
  • Don’t be the sender who forwards outdated jokes or messages
  • EF first started in social media by creating a travel application called Global Footprint; Since they were asking for authentication, users started an application without authentication and that one took off. Followed by Cities I’ve Visited and Where I’ve Been. Lesson learned: You don’t need new concepts just make one appliciable to your audience
  • They had a second attempt catering to teens. This sight did not go so well.
  • Third attenpt said “What can we offer that no one else can?” This looked like a application that focused on tour location. A status update allowing travels to tell others where the curently are in the world today. Seems to be successful.
  • Erik recommends starting today with a prototype followed by marketing and understand that the first thing probably won’t work. Don’t give up learn and move on.
  • Does Facebook PPC work? Study it and learn how to use. Look to use your Facebook page as the landing page.
  • What is the best way to use Twitter? - Use to monitor your brand today
  • Erik is talking about how search is diffent than Social Media. A year or two from now when you search “New Car” you will get stats from your friends network showing how many people bought the car, or researched that car, or wrote a comment on that car, etc.
Notes from Brent C. Sutoras
  • His primary use for Social Media is to get SEO Links
    1. Create Content
    2. Submit to relevant communities (Propeller, stumble upon, delicious, reddit, digg, etc…) This voting process get “vote favor” which then becomes distributed webwide.
    3. As a result you build links, even though the window is short that boost helps and when the users read you you now become an authority that creates a ripple effect of inbound links.
    4. Since this is natural Google likes it.
  • Social Media Tips
    • Have a site that is Social Media friendly
    • Pick communities you relate to
    • Check what worked before
    • Create high quality content
    • Undestand how to submit and push social campaigns
    • Understand what to do with success
  • Most Importantly — Be Social -  Just like real life
Open Q&A:
  • Brent recommends being activly involved as a “friend” in social media not a markerter.
  • Social Media is a resource intensive content expert - i.e. IBM has 1 person per country times 26 countries.
  • Content can be broken into two categories; “it” content vs. “me” content which is much more valuable
  • Bring something of value
  • Panel is asked about 3rd party apps related to twitter causing them to use more
    • Twirl - A desktop app like instant mesanger
    • Check GreaseMonkey for tools and scripts
    • TweetPro - Search keywords to add people
  • Reutation management is the current topic-the panel suggests bringing the negative comments should be directed back to your site. Sometimes a call on the phone can be helpful. Give them free stuff if possible…it’s amazing how quickly people change their mind. Also do respond…do not sit idle. Another solution is to contact the community manager for removal if it is serious.
  • The IBM moderators site an example of how community members can take care of reputation management as well.
  • The question is where is socail media going in the next few years?
    • Search results with personal influence from people you choose to listen to.
    • YahooBuzz has some new updates to their site allowing more interaction
    • BusinessWeek announces an upcoming social platform

SES - Orion Keynote Panel: Technical and Information Giants

Published
by
Tom Dressler
on August 19, 2008
in Online Marketing
. 0 Comments
SES - Orion Keynote Panel: Technical and Information Giants

Technical and Information Giants with Danny Sullivan, Matt Cutts and Kirsten Mangers

Looking forward to this session as the panel is awesome.

We have an opportunity to see a video featuring various clips referencing search in media today. Very funny South Park clips. As a side note, this session is available on WebmasterRadio.fm for those that want to listen.

Internet-based technologies have shaped the way we seek, collect, and share information. Before innovations can be exploited for marketing purposes, somebody has to build them. More importantly, somebody has to need them. Key innovators, movers, and shakers discuss how the past will shape our future and attempt to answer some of the biggest questions in search. What are the most important changes in the space that you should be aware of? How will the decisions made today affect our marketing and communication efforts in the future?

Moderators:
Speakers:

The first question is about the history of the web and how  we got here. Immediately, conversation has turned to what  Google killer is and how you support this idea from an infrastructure perspective. Danny Sullivan indicates that Microsoft would be the logical candidate but they have tried for the last 5 years with limited success. Danny predicts that there will be incremental Google killers that will be acquired or improved upon by Google. Matt Cutts added that when he left his studies to come to Google he could not find the office and when he did, it was a small room with a desk and a PowerPoint presentation.

Discussion has turned to the data that Google has and how they use it to develop new products as well as there brand being unmatched. Most people don’t care about search or how they search, they just want what they want when they want it…Google provides this experience.

The moderator is now reading off stats about how Google is huge in so many categories. One question is… does Google focus on internal resource development or acquiring technology. Matt Cutts says they do both. Google focuses on scale. Matt references his office mate Ben when he does studies the aggregate volume of data has differences can be huge.

Panelist are discussing the “live” web and how people can search twitter in real time vs. the way Google provides search results. Conversation around local and what that means is a hot topic. Some people are defining local as extension of reach and distribution or find. Urban Spoon is an example of this concept. Local search has a “long way to go” according to the panel due to the mass of data and the usability of that data. Some of the open formats for “local” have a huge opportunity based on where the users are going with the market. This could be an additional layer placed on top of today’s web.

“How do you make things relevant?” Matt talks about broadband and wireless and how these things have improved our life. He cites that 70% of all phones will be smartphones in the next 10 years. Everybody will have them and is this where local will go?

Tim Westergren from Pandora indicated that their business went up significantly when they launched an iPhone app. Discussions still are focused on what local search is and is not.

Kevin Ryan has interjected to change the topic back to “the motherload” as search. The panelist are discussing various examples on how search is being used today. The way people use search and re-search to get what they want quickly is real. Search is right on by providing exactly what someone is looking for vs. traditional outlets that try to push messaging to a “proposed” audience.

Matt Cutts talks about the future of search that delivers a result like this; when ever you search you get a result that creates an awareness opportunity based on where you are.

We are now fielding questions from the audience.