Today’s Course:

Web Marketing

August 12, 2021

Presenter:

Andrew Young

Core and More Technologies

Web Marketing AGENDA

Brief Introduction

2021 Digital Landscape

Hot Jar Insights

Advanced Topics

Google Tracking

Basic Web Channels & Groundwork

Marketing Automation and Reporting

SEM/PPC

Marketing Considerations and Insights/Tools

Localized Marketing

Search Engine Optimization

Free, Useful Tools

Foundational

Functional

Finishing

Social Media

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Founded in 2010. All team members are hand-picked and considered to be the best at what they do. Headquarters on Mattison Avenue in Asbury Park, NJ

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The CMT team provides a centralized source of expertise in all web-based and digital technologies and systems

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Google Premier Partner, 9 years and counting. We partner with our clients right from the jump

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Recipient of numerous industry awards from 3^rd party analysts, including CIOReview and InsightsSuccess Magazines

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We operate within the following fundamental guiding principles:

• Partnership
• Transparency
• Commitment

Proud Member of NJELSA!

Who We Are:

• Search Engine Optimization (SEO) – Local (GMB) and Global
• Paid Search Promotions (SEM) – Local (GMB) and Global
• Google Ads, Bing Ads
• Shopping (PLA) Display, Search, Video, Mobile
• Google Local Service Ads
• Social Media Marketing
• Marketing Automation (Includes CRM integration, email outreach and drip programs)

Basic Web Marketing Channels Include:

Laying The Groundwork:

• Google Tag Manager
• Complete tagging and testing
• Google Search Console
• For site health, SEO compliance
• Google Analytics
• All tracking and KPI metrics
• Bounce rate, time on site, pages/session, conversions
• Bing Webmaster Tools
• More Advanced Tools Later

Source - https://www.visualcapitalist.com/the-50-most-visited-websites-in-the-world/

Digital Landscape, 2021:

• We are not going to focus specifically on video advertising, however with the advent of 5G and other improvements – plus a changing demographic – video is absolutely something that should be part of your marketing mix. YouTube market share is only going to go up.

Search and

Search

Partners

Shopping Platforms

and Product Feeds

Managed

Placements

Paid Social

Remarketing

Be internally consistent, and mutually supportive

Considerations:

Insights to guide your marketing strategy

• Oakland, CA
• CoSo Cloud provides secure private-cloud managed services, custom software applications, and expert professional services for high-consequence virtual training and eLearning.

https://www.thinkwithgoogle.com/feature/findmyaudience/

https://ads.google.com/home/tools/keyword-planner/

Search and

Search

Partners

Shopping Platforms

and Product Feeds

Managed

Placements

Paid Social

Remarketing

Stay on top of market trends

Access to real-time search requests across Google Search, YouTube, Shopping and Images based on a keyword or topic.

Google Trends:

Life Safety

Mass Notification

Site �Optimization

THINK MOBILE

COVID-19 RESPONSE�Immediate popup addresses current concerns

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MULTIPLE CALLS-TO-ACTION�Simple forms, click-to-call, chat (if applicable)

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STICKY NAV�No matter where one goes on site, they will always have ability to ‘get in touch’

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LOCAL PRESENCE

• Oakland, CA
• CoSo Cloud provides secure private-cloud managed services, custom software applications, and expert professional services for high-consequence virtual training and eLearning.

LOCAL SERVICE ADS

• Pinpoint Locations
• Incorporate Reviews
• Above All Other Results
• Pay Only For Conversions

Simplify Navigation

Email Extensions

Link to Website

Click-To-Call

LOCAL SERVICE ADS

* - Not available in all markets

• BEST REAL ESTATE IN THE DIGITAL MARKETING WORLD!
• ONLY PAY FOR LEGIT LEADS
• GOOGLE ‘GUARANTEED’ BADGE!

https://www.coreandmoretechnologies.com/the-power-of-google-local-service-ads-lsas/

SEO

Organic Search Results

Local and Global

There are three important attributes about organic traffic:

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1. Typically the highest quality of all web traffic
2. Consumer intent is mature
3. Localized searches are 90% high value

‘Search Engine Optimization’ (SEO) leads to long-term increases in ‘organic’ traffic

Local SEO

Standard SEO

�Another Reason for SEO

Locally Advertised Client

104%�Increase in Traffic

-36%�Avg. Cost Per Click

36%�Increase in CTR

2x�Increase in Conversions

Remarketing

Any Worthwhile Gains in SEO Take Time

How?

Recent SEO Case Study

Visibility on 30 keywords with exact match minimum 3,400 searches per month

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Highly competitive terms

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Visibility also achieved on Bing, Yahoo

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We did all of this with a single ‘money’ page, overall site optimization, and robust backlink building

Since Launch:

Genasys, Inc. (GNSS) San Diego, CA.

https://www.coreandmoretechnologies.com/is-seo-as-important-today-as-it-was-in-the-past-you-may-not-think-so-but-not-so-fast/

SEM

Display Advertising

Across Both Mass Media and Niche Sites

Ubiquitous visibility for awareness and continued engagement

There are five phases to a customer’s buying cycle:

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1. Awareness
2. Interest
3. Consideration
4. Purchase
5. Loyalty

Display advertising can help build awareness, increase campaign reach, drive conversions and ultimately speed up the buying cycle

SEM Landing Pages – Multiple CTA’s

Dynamic Forms – Changing The Footer Depending Upon CTA Clicked

Each Conversion Has Its Own Custom Tracking in Google Analytics – Integrated with Google Ads!

• Not Just Winning - DOMINATING

SEM Case Study

CoSo Cloud, Inc. Oakland, CA.

SOCIAL

The Strategic Social Pyramid

Powerful and Proven

Content Creation�This is the basis for everything. Content distribution across Facebook, Twitter, and Instagram.

Remarket�Shopping cart abandoners, Facebook pixel, being ubiquitous

Creative Design�Supporting illustrations and to inspire and make the brand stand out from all the rest.

Organic Social�Differentiated strategies across all social platforms with consistent brand message..

Paid Social�Leveraging funnel strategies – accelerating organic growth, layered targeting.

Recycle Content�Developing ongoing variations of the most engaging and profitable content..

MARKETING AUTOMATION and REPORTING

Nurture Campaigns

Initial Approach to Marketing Automation

NURTURE LEADS

TO PIPELINE

CRM’s from Salesforce to Pipedrive

SIMPLE START | BENCHMARKING �Start with a broad, simple 2-email nurture with general messaging for all new leads via form submissions. This can help keep you top of mind and warm up top-of-funnel leads

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EVOLVE | EXPAND�Then start rolling out more personalized nurtures with vertical-specific messaging, starting with whichever vertical is producing the highest volume of leads.

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Bing and Yahoo combine for 10.2% U.S. search engine market share. This is not to be ignored. Core and More Technologies is proud to have demonstrated the expertise needed to be named a Microsoft Advertising Partner, now 2 years running.

AND FLYING HIGH

Example REPORTING PORTAL

We instantly track your call, form and chat leads. Our new portal automatically reveals the marketing campaigns that deliver your BEST leads! Everything is in one place. We are taking all guesswork OUT of the marketing world!

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Whatever your role or your industry, we tailor the portal to fit your business!

MULTI-CHANNEL WATCHPOINTS

We leverage a cutting-edge technology stack to maximize performance across all areas

ADVANCED TOPICS

Social

Google

Bing

A Data-Driven Feedback Loop

Ongoing data analysis across all channels�accelerates visibility, maximizes optimization, creates cost efficiency, and improves ROI

BEHAVIORAL ANALYSIS

Periodic cycle of analysis and report with insights and recommendations to improve user experience and increase conversions

REMOVE FRICTION

from user journey to improve time to conversion

CONVERSION FUNNELS

Shows you exactly which page and what step in your funnel visitors are leaving your site.

VISITOR RECORDINGS

Watch a visitor’s journey on site. Capture every click, tap, mouse movement & scroll

HEATMAPS

View a visual representation of clicks, taps and scrolling behavior on any page and on any device.

SURVEYS

Responsive surveys to collect feedback in real-time via links, email or exit-intent pop ups.

FEEDBACK POLLS

Gather feedback from visitors to improve site on any page via custom non-intrusive widgets

FORM ANALYSIS

Determine which fields are too long to complete and which ones are being skipped.

• Link Assistant Suite
• Website auditor, rank tracker
• SEMrush
• SpyFu
• Ahrefs
• WhatConverts
• Google Optimize
• Zapier
• Unbounce

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Other Great Tools:

In The Heart of Downtown Asbury Park, NJ