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Time for a

Marketing Intelligence Review...


This document will serve two purposes for you.

First, you can fill it out to get a solid idea of what you know and what you don’t know - what you should be tracking and analyzing, and ways to use that information.


Second, your results can be used during a free consultation and we’ll discuss with you ways to improve your marketing intelligence and integrate it with SEO and other marketing systems.


If you’d like to review your answers with us during a consultation, we will print out and provide you a file of your results.


If you have not already scheduled an appointment with us, be sure to mention your availability and preference for contact.


Do you know where your profit is?


In this section, we’ll help you ascertain how well you know where your profit comes from. We’ll also determine if you’re gathering and analyzing the necessary data you need to make reliable decisions andplan ahead.



Part One.
Developing Your Online
Marketing Benchmarks


Let’s look at each item you’ve tracked for the past 12
months or longer:


Number of unique visitors to
your website

Amount of time average visitor remained on your website

Number of unique visitors that converted into a lead

Number of unique visitors that converted into a sale

Revenue earned per website sale

Revenue earned per unique visitor

Cost per aquisition generated by
online marketing efforts

Gross revenue generated by
online marketing efforts

Number of Top 10 search listings

Number of Top 30 search listings

Revenue generated by each
keyword query



Now let’s look at each item you’ve recently begun to track,
or plan to track:



Number of unique visitors to
your website

Amount of time average visitor remained on your website

Number of unique visitors that converted into a lead

Number of unique visitors that converted into a sale

Revenue earned per website sale

Revenue earned per unique visitor

Cost per aquisition generated by
online marketing efforts

Gross revenue generated by
online marketing efforts

Number of Top 10 search listings

Number of Top 30 search listings

Revenue generated by each
keyword query



Now that we have looked at developing benchmarks
against which we can compare your future marketing initiatives, we need to review your overall online marketing approach to see how SEO and our other offerings factor in.

 

Part Two.
Review Your Online Marketing Approach


Tell us which of the following online marketing strategies
you are currently employing (or have employed in the past
6 months):

Pay Per Click (PPC)

Banner Advertising

Search Engine
     Optimization/Submission

Press Releases Online

Social Networking
     or Bookmarking

Local Search

Retail Search Engines

eBay or Amazon      Storefronts

Offering Affiliate or
      Reseller Items

Implementing Affiliate or
     Reseller Programs

Podcasting or Live
     Teleseminars

Which of the following online marketing strategies would you like to consider employing now or in the near future?

Pay Per Click (PPC)

Banner Advertising

Search Engine
     Optimization/Submission

Press Releases Online

Social Networking or
     Bookmarking

Local Search

Retail Search Engines

eBay or Amazon      Storefronts

Offering Affiliate or      Reseller Items

Implementing Affiliate or
     Reseller Programs

Podcasting or Live
     Teleseminars


Not only can we help you implement many of the above marketing strategies, but more importantly, we want to ensure that any SEO or other marketing initiatives we launch for youwork hand-in-hand with your other marketing efforts to ensurea profitable synergy.


Next, describe any copywriting needs you may have. Leave blank if you do not require any copy:

 

Part Three.
Describe Your Copywriting Needs


What types of copy assistance
do you expect now, or within
the next six months?

Website Copy

Direct Response

Emails/
     Newsletters

Blogs/Social
     Profiles

Advertising Copy

Press Releases

Collateral
    (Brochures,
    Case Studies, etc.)

Retail Product
     Descriptions

eBooks

 

Okay. Now we have a holistic overview of your current and planned marketing efforts, along with an idea of your current benchmarks for tracking and analyzingperformance of any new marketing initiatives we launch for you.

 

On the following pages, we will look at your websitespecifically to gauge your current SEO efforts and your current identified needs.

Now let’s take

Your Website’s
TrafficTemperature

 

 

Your website is the keystone of your online marketing efforts. If some aspect of your website isn’t performing, or if your targeted audience can’t find it, all your online efforts will suffer.

This next section will take a quick snapshot of your website’s current temperature, i.e. how HOT or COLD it is in relation to three elements of performance:

 

A.    On Page Optimization

B.    Sales/Lead  Conversion

C.    Stickiness & Interactivity

 

With this information, we’ll be able to fine-tune not only your website’s traffic, but its ability to convert that traffic into meaningful revenues.

On Page Optimization

Your on page optimization are those elements that are included in your source code and your viewable text to encourage search engines to visit, index, and highly rank your web pages. We want to get an idea of how well your website is currently optimized.

If you don’t have a website, or are completely re-designing it, then simply skip to the Sales/Lead Conversion section.


Check off all the optimization elements or tasks you currently implement on your website:


Keyword Optimized Content

Unique, Keyword Targeted Title for each page

Keyword Optimized Meta Tags & Alt Tags

Optimized and Tagged Blog Posts (for ranking on blog
      search sites like Technorati)

Proactive, Consistent Liking Strategy

Link Monitoring (do you know who is linking to you,
     and to what page?

RSS Feeds (Internal and External)

HTML versions of all PDF and Print Collateral

Consistently New, Updated Content

Competitor Monitoring (do you check their rankings and
      incoming links?

Sales or Lead Conversion Analysis


Do you track your sales and leads, where they come from, what they responded to, and how much they’re worth? How often do you split test your various marketing and conversion elements—such as copy, headlines, placement, colors, offers, and pricing?

Getting traffic to your website will only benefit your company if you can optimally convert that traffic into revenue. We can help you increase your current conversion ratios by at least 37%. Many clients see an increase of 75% or more.

Let’s look at how well you’re currently testing and tracking your marketing and conversion elements so that we can later discuss ways to increase your conversion rates.



Part One. Testing.


Identify which elements you currently test on your sales page, lead acquisition page, or other marketing/conversion pages:


Headline

Font or Background Colors/Typeface

Text Variations

Offer

Guarantee or Discount Offer

Subscription Form & Button Type

Sub Headers

Photos

Pricing

Layout

Call to Action

Freebies, Giveaways, Downloads


Part Two. Tracking.


Identify which elements you currently track for each visitor:



Referrer URL (where visitor came from)

Entry Page

Exit Page

Length of Time On-Site

Offer Responded To (if visitor takes an action on your site,
     do you know which offer he responded to?)

Specific Offer Iteration (if you provide the same offer or call
     to action in more than one place on your website,
     do you know which iteration resulted in the action?

Visitor Feedback (do you provide a feedback mechanism?)

Referral Systems (do you provide and track referral
     mechanisms?)


Stickiness and Interactivity


A site’s stickiness is determined by how often visitors return to your site and how long they remain there. Stickiness is important for several reasons. First of all, the more exposure your visitors have to your company and its offerings, the more likely they are to purchase from you.

Second, if you choose to sell advertising on your website, or you choose to partner with another company to offer their products or services to your site visitors, the length of time your visitors remain onyour site, and how often they return, will factor largely in your negotiations.

In advertising, stickiness is often referred to as “Depth of Engagement.” Interactivity is also important—to build a trust and rapport between your company and its visitors. This encourages repeat sales, loyal customers, and positive word of mouth.

Let’s look at how your website currently approaches stickiness and interactivity and then we’ll look at how you’d like to turn up your site’s temperature in this area.


Check off every dynamic or interactive element your website currently has in place:


Blog                    Update Frequency:

Community Forums                          

New Content     Update Frequency:

User Generated Content

Podcasts, Vcasts, Other Media

Social Newtworking/Bookmarking


Check off every dynamic or interactive element you'd LIKE your website to have:


Blog

Community Forums

New Content

User Generated Content

Podcasts, Vcasts, Other Media

Social Newtworking/Bookmarking



And last, but not least, your goals...

Let’s See

Where You Want to Go...


We’re just about finished. All we need now is an idea of your overall objectives. Later, we’ll use these to develop project milestones and overall efficiency analysis.

Fill in your ball-park goal for each of the following areas (we can refine these later):


# Unique Visitors/Month             

% Increase in Overall Traffic       

% Increase in Conversions         

# Top 10 Rankings                    

% Increase in Gross Revenue     

Average Length of Visit              

p.s. here is where you can let me know how to contact you

Your Name

Company Name

Job Title

Phone Number

Extension

Email Address

Address

City

State

Zip

Company Website

How did you hear about us?

The best time to contact you

Morning

Afternoon

Evening

How we should contact you?

Phone

Email

Both

Your comments or questions

Please Confirm *

 Yes, I want you to contact me to schedule my free consultation


    


 

 

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