online marketing system case study
DESCRIPTION
A Case Study including my digital marketing plan and results for a National Direct Marketing Website.TRANSCRIPT
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Monthly Projections & Targets
30% increase in search traffic
10% Reduction in total web
signup conversion
150% increase in leads
% increase in post sign up conversion
3%-5% increase in Search based signup
10% increase in signup
$ Customers $
New Signups
Web Leads
Search Traffic
& Paid SEO Strategy
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Their favorite keyword “postcard”
Uphill Battle For Online
Direct Mail Company
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It should be easy, right?"Advertisers are going to have to learn how to deliver messages with frequency and low
cost if they are to cope with the increasing competition for the consumer's attention.
Permission Marketing is a big idea."--Lester Wunderman, Chairman-Emeritus of Wunderman Cato Johnson, the largest direct-
marketing firm in the world, author of Being Direct.
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Telemarketing, Paid Search Decrease
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
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Updated Online Strategy
Need to Increase Retention• Better ROI
• Improved Position
• Contextual Email
• Support
• Cross + Up Sales
• Multiple Mailing
• Services
• Education
Need More B2B Signups
• Social
• SEO
• PPC
• Landing Pages
• Tradeshows
• Direct Mailings
• Referral
• PR Releases
• Video Blog
Need
To Convert Signups to
Successful Mailing
• Email-
• Education
• Social Engagement
• Webinars
• Education
• Up Sell Services
Content Driven
![Page 7: Online Marketing System Case Study](https://reader033.vdocument.in/reader033/viewer/2022042813/54559a4ab1af9f37608b4921/html5/thumbnails/7.jpg)
Inbound Marketing
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Why= New Business
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Customers
Existing decreased by 40% over 2 years
New business- almost non existent from failed efforts Tradeshows
Direct Mail Lists
Outbound Telesales
400% Increase in Competition
More Products= keywords
Huge budgets for PPC
Big offers
for new customers
For leader products
Google Page Rank= 0 No On page SEO
No Off page SEO
No Social Media Strategy
SEO Issues
Duplicated Content
Across Corporate Sites
Customer Micro Sites
URL Structure
Bad CMS System & Convoluted
Site Architecture
*No Strategy
Employer Needed to
Reverse10 Years of Mistakes
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On Page Issues
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On-Page SEO
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New Keyword Strategy
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Site SEO Comparison
Started
After 4
weeks
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For Off Page SEOCreated Content
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Off-Page SEO = New Linking Domains
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Social And Blogosphere Presence
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Inbound Marketing Results
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Blog (30 days for one Corporate Blog)
16 blog subscribers, 5 email subscribers
1,125 blog page view
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Reach = Fans & Subscribers
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Inbound Links• Inbound linking domains increased by 33% in 3 months
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Collateral Analytics Significant source for Lead Generation & Nurturing
Better Qualified Leads = higher conversion % & higher quality of customer
10%
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After 60 Days Targeted Keyword Results
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Inbound = New Biz
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Inbound Marketing