This presentation explores your main online marketing options in 2014. Learn about the Pros and Cons of Social Media, Pay Per Click, Online Phone Directories and SEO. We compare the performance of YellowPages vs Social vs SEO and assesses the ROI, Cost-Per-Lead, and traffic volume. Finally, we discuss what SEO can do for your business including more traffic, a lower cost per lead and growing your profits.

1. Exploring Your
Online Options
Presented by:
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2. Why online marketing?
46%
of marketing budgets on average are directed towards
internet or mobile marketing.
54%
feel that online marketing is more effective than offline marketing
at bringing new leads and customers.
68%
say that internet marketing is either “quite” or “very
effective” at attracting customers.
37%
of consumers have searched for a local business at least
once in a month.
Source: MarketingCharts.com, Nov 2013
Based on 668 US Based businesses across 50 Industry Sectors
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3. What are your online options?
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4. Social Media
93%
of marketers are using social media for business* … but
that doesn’t mean you should be
How should you be using social media?
• Reputation management
• Branding
• Interacting with existing customers
• Sending discounts and immediate announcements
You need to consider …
•
•
Are your customers on these social platforms?
Do you have enough content to actively engage these customers?
Remember: Only G+ and YouTube and influence your rankings.
* Huffington Post, Nov 22, 2013
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5. Pay-Per-Click
DID YOU KNOW?
70-80% of searches
ignore these paid
ads.

Immediate listings for the phrases you “bid” on.

You pay each time a person clicks on your ad.

When you stop your campaign your traffic immediately stops.

Good for branding and complimenting SEO.
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6. Online Directories

YP’s advertises you on their own
platforms with “no follow” links that
provide no SEO value.

Attract traffic to their own websites
where you are listed with all of your
competition.

Typically you have to keep paying
more to get more visibility – and
when you stop paying you lose
visibility.
Rather than invest in their services and be
reliant on them, why not build up your own
website, a property that you fully own?
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7. How a visitor finds you with Online Directory Advertising:

Searcher enters their search


Searcher sees YellowPages
Searcher see all your
competition and must find YOU.
result and clicks on it.
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8. Search Engine Optimization (SEO)
#1
Makes your website more appealing to the Search Engines.
→ Makes website easier and faster to access so that the SE can
better understand what is on it.
→ Improves your web pages’ chances for being found,
indexed and ranked well (in the Top 10 search results)
#2
Makes your website more appealing to your Customers.
→ Addresses how visitors come to your site (what terms they
use, what questions they ask, etc.)
→ Provides visitors with the answers they seek.
#3
Give YOU valuable information.
→ Tells you how to fine tune your website performance.
→ Enables you to track website leads and
measure ROI.
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9. How a visitor will find you with an optimized website:

Searcher enters their search1

Your optimized website ranks well
and the searcher clicks to your website.

Visitors are on your website and
see the information you want them to
see, and NO competition!
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10. Let’s compare the performance of
some of these Online Channels
vs
vs
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11. What kind of ROI can you get from different online marketing?
(Source: eConsultancy, MarketingCharts
Based on over 1,300 participants in the 7th Annual Email Marketing Industry Census,
sponsored by Adestra, which is the largest UK survey of email marketers.)
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12. What is your Cost-Per-Lead from Different Channels?
% of Respondents reporting LOWER Cost-Per-Lead
30%
25%
20%
15%
27%
27%
25%
24%
16%
15%
12%
12%
12%
10%
5%
0%
(Source: HubSpot Marketing,
Based on Hubspot’s 2013 State of Inbound Marketing , which is the most comprehensive review
of the inbound industry available, with data analysis from over 3,300 participants from 128 different countries.)
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13. What medium sends the most traffic to an optimized website?
(An Insurance Broker Case Study)
8,410
Google Search
1,320
Direct Visitor
76% of all their website
traffic comes from
Google Search.
419
Bing Search
253
Yahoo Search
Yellowpages.ca
75
Ask Search
31
Canpages.ca
8
Facebook
6
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
Key Takeaway: So far in 2013 search traffic has
brought 65,990 new visitors to the website.
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14. What does a typical SEO lead cost compared to a YP lead?
(A Local Gutter Company Case Study)
Joe came to us looking for a more affordable option for advertising his
gutter services across the Lower Mainland. We tracked phone calls from
each source over a 3 month period:
YellowPages
SEO
Lower total cost.
Monthly Cost
$5000
$1000
Higher volume of
leads.
Phone Leads
over 3 months
113
Cost Per Lead
$132.74
376
Significantly lower
cost per lead!
$7.98
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15. What can SEO do for your business?
More quality traffic to your website.

An optimized website attracts more visitors who have already expressed a need to your website.

An optimized website provides these visitors with the solutions they need.
More Leads for a Lower Cost.

SEO is a top rated marketing channel in terms of below-average cost per lead.

SEO is a top rated marketing channel in terms of above average sales conversions.
Increase profits and grow your business.

75% of Global Marketers rate SEO as Good or Excellent in terms of ROI, higher than any other digital
marketing channel.

An optimized site increases leads and sales and profits over time.
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16. How do we do this?
Site
Evaluation
• Gain a better understanding of what needs to happen
next with your website for proper optimization and user
experience.
Keyword
Research
• Know which phrases to use on your website and focuses
optimization on attracting more qualified traffic and more
customers.
Google
Properties
Setup
• Track your website traffic, know how many visitors use the
website and how Google views your website.
Onsite
Optimization
• Helps website be found for your brand, products and
services in your city and offers visitors the information they
need from you.
Offsite
Reputation
• Ensures visitors find your correct information no matter
where they look online which contributes to your rankings.
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17. The Case for Smarter Web Design
Search Visibility (SEO)
1. Search
Engines find, rate
and rank your
web pages.

Do the SE see
your website?

Do they
understand what
you offer?

Can SE access all
your pages?

Is your site as
“search friendly”
as possible?
User Experience (Design)
3. Visitors click on
your site and
gather info to
make a decision.
2. People search
for your services
via Google or
Bing.

Is your website
being found for
highly searched
phrases?

Is the cost to
obtain a ranking
justified by the
potential traffic?

Do you give a
positive first
impression?

Do visitors stay on
your site?
4. Visitor calls or
emails you to
inquire about your
services.


Do you engage
your visitors?

Is your phone
number clearly
displayed across
all pages?

Is your contact
form visible?
Do you have
enough info for a
visitor to want to
buy your
services?
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18. Additional Resources
Watch our SEO Videos:
http://www.1stonthelist.ca/searchengineoptimization/seo-videos/
Read our Blog:
http://www.1stonthelist.ca/articles/
Take our Instant Site Audit:
http://insites.1stonthelist.ca/
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19. About 1st on the List
1st on the List is a full-service SEO committed to utilizing only ethical, industry accepted search
engine marketing best practices.
Founded 1997 (we’re older than Google!) we are now recognized as a leading North American
SEO firm by TopSEOs Canada which identifies and ranks the best SEO companies in North
America. Currently 1st on the List is ranked #2 in Canada and #14 in the United States.
Serving clients locally, across Canada and throughout the United States, from small, independent
businesses to Fortune 500 companies we have the “right fit” SEO for your business, whatever its
size, industry or market.
Learn more about us at http://www.1stonthelist.ca/company/
Contact Us Today!
888-262-6687
Complete our form:
http://www.1stonthelist.ca/contact/
contact@1stonthelist.ca
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