PHX Media Labs Cybertising ebook

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in a Digital Economy
Written by | Paul Gimenez S. (PhX) and Jesus Pacheco (PhX)

© Copyright 2011, PHX Media Group. All rights reserved.
PHX Media Labs™ and Cybertising™ are registered trademarks of PHX Media Group, LLC.
phxmedialabs.com

index
Introduction P. 2
The Importance of Your “Conversion” Rate P. 3
Competitor Benchmarking and Business Strategy P. 5
Building a Competitive Online Presence P. 9
Driving Traffic to Your Online Presence P. 12
Search Engine Optimization (SEO) P. 14
Search engine Marketing (SEM) P. 16
Pay-per-Click (PPC) P. 17
Ad Networks P. 18
Remarketing P. 19
Affiliate Marketing P. 20
Shopping Channels P. 21
Local Media P. 22
Social Media P. 24
Mobile Marketing P. 27
Optimization For Better Conversion P. 29
Cybertising, Defined P. 31

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INTRODUCTION
As a CEO, Business Owner, Marketing and/or Sales Executive you surely know that
mastering new media and online marketing is essential to maintaining and growing
your business.

For you as the decision maker, this means that beyond a website, you must allocate
marketing and sales dollars to new and often complicated online marketing tech-
nologies, tools, and processes like pay per click (PPC), Search Engine Optimization
(SEO), Display Networks, Email Marketing, Mobile Ads, SMS, Social, Etc.

The list keeps growing, and staying ahead of the game requires a lot of time or a
whole team of online marketing specialists working on numerous aspects of your
digital marketing strategy.

The aim of this guide is to give you practical knowledge of the most important
aspects of online marketing. Using real-world examples, we will outline vital
concepts you need to know about the processes of online marketing, the many
activities involved, and the importance of coherently integrating them to achieve
superior commercial results over time.

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THE IMPORTANCE OF YOUR
CONVERSION RATE

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THE IMPORTANCE OF YOUR “CONVERSION” RATE
Before entering into the processes of online marketing, it is important 1 100 clicks on the search engine results page link leading to your site.
to clarify that any webpage or online initiative for a business must have 2 40 stay on the site and start exploring (40% micro conversion)
a measurable commercial objective or conversion goal that clearly
3 10 put and item in the shopping cart (25% micro conversion)
justifies the investment. The days of creating a “beautiful” website that
acts as an expensive brochure which nobody visits or, even worse, 4 2 enter credit card and click checkout (20% micro conversion from
websites that do not generate business, are over. previous step, 2% Macro Conversion for Site)

The objective(s) or conversion(s) could be: Online Marketing like Offline Marketing is in great part a numbers game.
However, unlike offline marketing, the real time nature of interaction allows
you the capability to measure conversions in real time (versus weeks and
To sell products on the site.
months) and make adjustments instantly to optimize the process.
To generate leads for the sales department.
To drive traffic to a location. Average conversion rates for e-commerce sites are between .075%-2%, but
To engage customers and create loyalty. superstar conversion rates of up to 20-40% are not unheard of for those
companies that successfully optimize conversion by constantly tweaking
To gather customer feedback efficiently. usability, design, and copy elements to achieve the desired results.
To create brand awareness.
To lower the cost of customer service, by providing online chat help. We believe that, if you are in business, your website or any online marketing
initiative must have, at its core, clear conversion targets and a process for
For the purposes of online marketing, “micro conversion” refers to any conversion rate optimization.
time a potential customer takes the desired action leading to the next
step of the sales process e.g. adding items to a shopping cart.

A “macro conversion” is when people actually do what you want (buy,
generate a lead, review posting, etc.)

Conversion rates are expressed as a percentage. As an example, here is
a simplified conversion funnel for an ecommerce site:

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COMPETITOR
BENCHMARKING
AND BUSINESS STRATEGY

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COMPETITOR BENCHMARKING AND BUSINESS STRATEGY
Your online initiatives must be competitive, and that means you need to acquire a deep understand-
ing of what is happening in your industry online: what your competitors are doing, what the best
practices are, what kind of keywords your competitors are using, what kind of keywords your clients
are searching for, etc.

Wars are won at the command headquarters, and before sending troops to the battlefield, good
commanders design their plans based on good intelligence about the enemy. Before going to the
drawing board, ask yourself:

1 Is your online marketing better or on par with your competitors when it comes to
driving new business and conversions?

2 Is your online marketing in sync with the business strategy and realities of your
business?

Let’s start on how to approach the first question. For your website or online presence to be competi-
tive, you must acquire a deep understanding of what is happening in your industry online. Here are
some of the questions you absolutely need to answer:

What are your competitors doing online?
Are their websites professionally designed and branded?
Are their websites designed for conversions?
Which competitor has more visitors?
How are competitors capturing new clients and promoting their website?
What are the best practices on the pages you consider the best?
What kind of content and copy are your competitors using to convert?
What kind of keywords (the terms people enter into a search engine like Google to find what they
want) are your competitors bidding on?
What kind of keywords your clients are searching for?
What kind of results appear on the Search Engine Results Page when you type in those keywords? 6

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A solid understanding of these questions allows you to build your online marketing campaign on
quantifiable, real market information. The good news is that the Internet is rich in free information,
with many tools that can help you gain a better understanding before you spend any money. Here is a
list of some research that you should perform to ensure that your online marketing is competitive
within your industry:

• Search engines. Type the keywords you think describe your business and explore the pages of your
competitors.
• At each competitor page take a good look at: branding, design, copywriting, how professional it is,
where does the website ask for data or the sale, what kind of trust elements (e.g. BBB sign) are
present, how useful and easy to read is their content.
• Use easy-to-use tools, such as Alexa.com or Compete.com, to understand what kind of visitors
volume or traffic the website has.
• Use tools like Keywordspy.com to understand what kind of keywords the site is bidding for.
• Use free tools like Google Insights for Search and Google Trends to identify the trends on relevant
keywords for your business.

Some of the most useful online tools for research are Google’s AdWords’ Keyword Tools and Google
Insights. Using these tools a car dealership owner can know FOR A FACT that there were 3 times
more searches on Google for “Ford Mustang”—almost 1.8 million unique searches monthly—than for
“Chevrolet Camaro.” Or you can see that on average “Mustang 2011” has 50% more searches, at 450
thousand unique searches per month, than “Camaro 2011.” The dealer using keyword research will
also learn that Camaro is quickly catching up to Mustang during the first 6 months of 2011.

At its most basic, keyword research shows how the public is interacting with a given industry online. It
is one of the essential data points for any online marketing initiative, and it casts a revealing light on
any industry.

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Let’s go to the second original question. Now that you know the best practices of your competition, it
is time to understand what kind of resources you have in place or need to match in order to better
your opponents.

Some important questions to consider:

What kind of budget and resources do you have available for online marketing?
What are your conversion and growth goals?
What is the timeframe of your online activities?
Do you have the knowledge and time in-house to execute your objectives?

Based on your answers you will start crafting an Online Marketing Strategy according to your
resources, business objectives, and scope of work in order to start competing or gaining market share
from your competitors over time. A solid understanding of these questions allows you to build your
online marketing campaign on realtime Market Information.

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BUILDING A
COMPETITIVE
ONLINE PRESENCE

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BUILDING A COMPETITIVE ONLINE PRESENCE
Internet and mobile Internet users are bombarded with over 3,000 promotional messages per day. To
make matters worse, 99% percent of what they find online is clutter. Did you know that the average
time spent in a website is 4 seconds?

Have you noticed, when you are looking for something online, your own reaction when you land on a
poorly designed and poorly written website?

Have you noticed the difference between a custom and a template site?

Have you struggled to find a way to contact the business behind the page?

Have you tried to reach a website from your mobile phone and could barely read what was on the
page?

Have you searched for something specific, and, when you click on a page, they talk about everything
but what you were looking for?

Even now, in 2011, many marketing decision makers and business owners define an online initiative as
having a website with as much information and content as possible. That used to be effective. Today,
Internet users have become more demanding and expect to find what they are searching for easily.
There’s a lot more competition too, making it even harder to outperform your opposition. And with
mobile and social media’s ubiquity, the definition of “a business web presence” has grown way
beyond an official corporate website.

Many times we have clients that say, “I have a great website, now I need traffic!” And many times we
see costly traffic that turns into BOUNCES, because the page is not RELEVANT, is poorly designed, or
has no call to action, no mechanisms for conversion and in general lacks transactional capabilities.

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BUILDING A COMPETITIVE ONLINE PRESENCE
Today, given the nature of our always-connected Internet state, Targeted “landing pages.” These landing pages, or “micro sites,” are
supply and demand has changed forever. Search engines are extensions of your main site built to communicate, specifically and
responsible for consumers having the capacity to research and efficiently, the service or product that potential customers are search-
make purchases 24/7. We live in an age where people search for ing for. When a client is looking for product X or product Y, make sure
what they want online thanks to Google, Bing, Yahoo and other they “land” on the page that sells product X or product Y not on the
search engines. This interactivity and real time nature of online one page where they have to search from A to Z to find the product
marketing offers the opportunity to capture a customer with they are looking for.
INTENT to purchase at the most critical point in the sales process.
When they are actively searching for a product, service, or informa- A mobile site. More than 20% of the searches are now mobile, and
tion. this number keeps growing. As Smartphones become the norm, it is
increasingly important to create a separate website designed specifi-
Google is now an internationally recognized verb and one of the cally for the small screens and navigation constraints of mobile use.
most valuable companies in the world. Businesses that understand Have you tried to navigate a big site in a small screen? Not fun.
these marketing dynamics and make the investment to implement Another advantage of having a mobile strategy is mobile search. Think
them appropriately will gain market share over their competitors. On about your own time to action between searching on a mobile and
the flip side, allocating unlimited resources to Search Engine actually arriving at the store, restaurant, or business you were search-
Marketing in the same way traditional advertisers sprayed mass ing for.
media messages can be very expensive and not very effective.
Social media. This is a fantastic chance to interact directly with
If you take only one thing from this guide it is this: Do not spend existing and potential customers, allow them to recommend you, and
money bringing traffic to a poorly designed website that is not give you feedback. Creating self-replicating viral conversations is key
geared for conversion. but making sure those conversations are positive is vital.

In 2011, to successfully exist online you need to establish: Successfully managing all of the different elements of a business’s
Your main site. Your business’s website is important, because it is online presence requires expertise in design, copy, and usability, all
the core of your web presence. It has to have professional appear- ultimately focused on conversions as they relate to your business
ance, usability, branding, contact forms, web-copy, security badges, goals. All of these elements of your online presence should be com-
terms of use and written policies, etc. Avoid using cheap run of the petitive, since you took the time to benchmark best practices from
mill web templates. Your main site is vital to your Branding, so don’t successful competitors and now have a competitive presence for your
settle for anything less than custom, and remember a $99 web company. Your websites are now ready for visitors, and you want to do
template will probably give you $99 results. this fast, effectively, and economically.
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DRIVING TRAFFIC
TO YOUR ONLINE PRESENCE

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DRIVING TRAFFIC TO YOUR ONLINE PRESENCE
We mentioned before that people are searching the Internet with intent to buy, download, or gain
information on a subject. As a business owner, it is your job to sell it to them, or in other words
convert a query into a paying customer. Those clicks, on the search engine results page ad or banner,
that direct visitors to your website, mobile site, landing page are what we call traffic. However not all
traffic is good. There is useless traffic that makes no money, and targeted traffic that translates into
conversions and money in your bank

Regardless of what kind of traffic, the search process always starts with a query or “keyword.” Search
Engines arrange those queries into data that is readily available to users interested in gaining a
competitive edge.
“If content is King, Keywords are Queen.” Needless to say, not all queries apply to all businesses, and,
based on numerous factors, search engines determine if a page matches what a searcher is looking
for.

The major forms of driving traffic are:

Search Engine Optimization (SEO)
Search engine Marketing (SEM)
Pay-Per-Click (PPC)
Local Search
Social Media Marketing
Ad Networks
Affiliate Marketing
Shopping Channels & Marketplaces

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We will begin by making it clear that organic trafﬁc (the one you don’t
pay search engines for, and the one that people optimize with constant
SEO) is highly valuable, but it’s not free.

Search engine companies such as Google, Bing, and Yahoo are in busi-
ness because they deliver RELEVANT results to their users queries, and
their methods for organic ranking are, a big secret, all ultimately driven
by relevancy.

As a business owner in order to craft a successful website, search engine
relevancy is a matter of having the right content, the right site program-
ming, and many relevant sites linking or directing trafﬁc to your website,
therefore validating that your site is relevant.

Remember that ranking for an obscure word that only 100 people search
with 10 results, is not as competitive as ranking in a keyword searched by
millions of users, with hundreds or thousands of competitors in the
same space.

SEO also works slowly, as search engines must crawl a site several times
before organic keyword relevance will gradually begin to move your site
up in organic search results. Because of this, successful search engine
optimization is an incremental and iterative process that takes a lot of
time (i.e. money), constant improvements, and requires many processes
to be implemented in a coordinated fashion.

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When making changes to a site for improved SEO some of the most The three things we hope you take away about SEO are:
important things to remember are:
1 SEO can be highly beneficial, but it is not “Free”—a lot of effort is
Good usability and website navigation. required.
Keyword relevant content. 1
2 SEO takes time—literally months—and any consultant promising you
fast results is setting your business up for easy, non-relevant rankings.
Good “Metatags” (item descriptions hidden in the code of your page).
3 Even if SEO is working, but your page is complicated because of your
More Relevant sites linking to your page.
SEO efforts, your conversion rate will suffer from poor user experience
When launching an SEO campaign it’s important to reach out to bloggers, and lack of RELEVANCE for the CUSTOMER!
by Email, phone, or in person and convince them to link to your site.
Adding a relevant blog to your page and creating new content with
regularity.
SEO best practices also favor clean, informative, text-based URL’s over
numerical, automatically generated, meaningless URL’s.

Estimates say that 45% of traffic for a given search term clicks on the #1
ranking, which is an amazing number. For this reason SEO is very impor-
tant, however it is as complicated as it is important, and that is the
reason many business hire experts to take care of their optimization
efforts.

However, it’s essential to strike a balance between SEO and user experi-
ence. Adding too much content or creating weird, keyword-stuffed Meta
Data can hurt your conversion rate, even if it helps your site gain traffic.

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Search Engine Marketing (SEM)
Search Engine Marketing is a form of online marketing that seeks to
promote websites by increasing their visibility on search engines through
various forms of paid advertisements and placements. The most signiﬁ-
cant players in SEM are Google and their Adwords platform, Facebook
with their own pay-per-click ad serving capacities, Yahoo Search Market-
ing, and Microsofts Bing’s adCenter.

A major difference between SEO and SEM is the ability to pay search
engines for immediate placing and results. Below we will outline various
forms of SEM starting with pay-per-click.

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Pay-per-Click
Pay-per-Click (PPC) ads are the text advertisements you see on the PPC is not rocket science, however, successfully and profitably imple-
sidebar of a search results page (SERP) on search engines like Google, menting a PPC campaign has a potentially steep and expensive learning
Yahoo, and Bing, or Social networking sites like Facebook and LinkedIn curve. Even though you could launch a massive campaign in an hour, we
(advertising on Facebook is further discussed in the Facebook section of strongly recommended that you start slow, see what works, then build
this paper). out your campaign based on precedent, quantifiable data, and market
experience. As with SEO, PPC requires a deep understanding of its
PPC ads work on a bid system, and advertisers set bid limits for capacities, best practices, and processes.
keywords. How closely a user’s search query matches the keywords you
are bidding on and your bid limit for those keywords determines if your Training is highly recommended. Google offers a 75-page training
ad will show for a query and how much it will cost. Noncompetitive manual and certification program for fundamental AdWords manage-
terms can cost only $.05, but competitive terms can get pricey. High- ment, but we have noticed that very few busy business owners have
ticket services like cable packages or insurance can cost upwards of time to truly train and master this very powerful tool. Many companies
$35-per-click, since there are many businesses bidding highly on these seek outside help with their PPC advertising or hire a PPC expert, if
terms. However, successful PPC advertisers see amazing ROI when a $35 necessary.
lead becomes a $300+ customer.

PPC ads are the way for freshly launched or low-traffic websites to get
traffic quickly. Since you are paying for these clicks, it’s crucial that this
traffic converts. This point cannot be overemphasized. Remember, most
sites only convert 1%, and, if you pay $1-per-click, that means one
customer cost you $100 dollars!

When bidding for keywords it is crucial to research using tools like
AdWords Traffic Estimator or Google Insight,and and try to bid for
keywords that show intent. It’s not the same to bid for the word “Shoes”
than to bid for the phrase “buy Adidas Commander size 10.” The former is
too generic, yet the latter shows INTENT to purchase. Tapping into this
intent and convert a visitor into a paying customer should be the goal of
any PPC campaign.

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Digital Ad Networks
Unlike your PPC campaign, graphic ads typically display on a cost-per-
impression basis also know CPM (cost-per-thousand impressions).
So, even if no one clicks on your ad, you are charged every 1000 time it
loads. The flip side is that your business is branded across hundreds or
even thousands of different sites in an effort to further a company’s
branding efforts. While ad networks and graphic banners are a great way
to instantly send a strong text and visual message to drive traffic, they
must be handled with care, since it is easy to run up a steep bill without
seeing any return on investment. Google Display Network is the biggest
Ad Network, but there are others, each with it’s own intricacies, propri-
etary platforms, and processes.

As with PPC, it is recommended that you start slowly with ad networks.
See what gets conversions and build on that. If possible, try to place your
ads on sites relevant to the demographic you are trying to reach. And
remember, while they definitely drive relevant traffic, ad networks also
serve a secondary purpose: a powerful brand building tool . Even when
you don’t get a click-through, your logo and message have been broad-
cast and millions of eyeballs have been reached.

Banner advertising is also getting more and more interactive, allowing
you to blanket the web with special promotions, such as coupons or
engaging games. Some rich media banner ads play an animation or use
other attention grabbing tricks to get views and clicks. Developing
engaging display network adverting campaigns is key for branding and
awareness, and, as such, ad network advertising campaigns should be
considered in your online marketing strategy.

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Remarketing
Welcome to the future of advertising. Another advancement within
display and search ad networks worth mentioning is remarketing.

Have you noticed after searching for something like health insurance;
you see a lot of health insurance ads in completely unrelated pages days
after the initial search? Remarketing is when you leave a site, and
continue to see highly relevant advertisements on any other site running
the remarketing network’s ads. Remarketing, although a bit Orwellian in
nature, is a vey powerful and sophisticated online marketing tool.

Remarketing allows advertisers to determine a computer’s unique IP
address through “cookies” that track browsing behavior of Internet users
who have been browsing online. The successful online marketer would
take this information to remarket to their potential customers. Indeed, it
seems like Big Brother has arrived, and in practice, these advancements
are changing the landscape of how brands market their products directly
to interested consumers in the context of a Digital Economy.

Remarketing effectively reinforces a brand in their prospects “Top of
Mind,” and, if done properly, closes the sale’s cycle. The exciting thing
about remarketing is that brands and companies that embrace these
online capacities and adapt to new marketing practices like remarketing
will gain a deﬁnitive competitive edge over their competitors.

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Affiliate Marketing
Another potential traffic and sales driver is affiliate marketing. This is Some affiliates are individual, independently run publishers/websites,
when you give third-party “publishers” permission to promote your while others group together on an “affiliate network” that acts as a
product or service on their sites and offer them a commission for every middleman between the publishers and the advertiser. On networks,
conversion or sale that comes in through their promotion. offers are typically presented by vertical (diet industry, hotels, cruises,
etc.), and the publishers select the ones they think are a good fit. Using
A typical example of affiliate marketing is a popular sports blog running affiliate networks to market increases your reach since one network can
advertising for a sporting goods store. Every time someone clicks on their get your product promoted by hundreds of publishers, but you do lose
banner or other promotion and buys something from the store, the blog visibility—most affiliate networks have surprisingly little tracking on the
gets a commission. The affiliate marketer would likely work closely with individual publisher level.
the sporting goods company, arranging promotions like contests or
limited time discounts that benefit both parties. Once again, we would urge caution when engaging with affiliate adver-
tisers. Most are legitimate, but there are dishonest affiliates who would
Affiliate marketing is different from ad networks in that it’s commission commit fraud, using a stolen credit card list or placing fake orders just to
based, instead of charging for ad views under the CPM model. Say you make their commissions. Be very clear in the terms of what affiliates can
are selling dietary supplements online. An ideal affiliate would be a and cannot do to promote your business. Can they use your brand
successful blog on supplements with high traffic. Since there are already name? Can they bid on the same keywords your in-house PPC campaign
streams of qualified prospects reading and engaging with the blog, is bidding on? Also, if you use a network, do your homework and perform
advertising dietary supplements on it could pay off. an online background check—different networks have different reputa-
tions, and you want ones with a rigorous screening process for publish-
Many businesses heavily involved with affiliates will have a dedicated ers.
affiliate manager within their marketing department, since providing
affiliates with custom creative, coupon codes, and other promotional
materials can be time consuming.

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Shopping Channels or Comparison Engines
The term shopping channel is relevant to businesses selling a product
online. Popular shopping channels include Google, Yahoo, Amazon, Ebay,
and TheFind. In addition to having your products listed on your own site
and promoting them with all of the previous stated methods, you can
deliver inventory “feeds” via these major, established shopping sites.
Shopping channels are yet another example of how you can grow your
web presence off-site. Like everything else search-based, your product
feeds need to be optimized, and the most relevant products will be
displayed first.

On shopping channels, price points also become key—if a shopping
channel has several offerings of the same product, perhaps, a particular
pair of sunglasses, it will display the cheapest first, the rational being that
this result is most attractive to a potential shopper.

Particular shopping channles have their proprietary methoods and
platforms that enable a business owner to upload their product or
service catalogs. In the case of Google, Google Base allows merchants to
upload their inventory database in Google’s shopping channels. Users
searching for a particular product will find these products in the shop-
ping results.

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LOCAL MEDIA,
EXPLAINED

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LOCAL MEDIA, EXPLAINED
In their own quest for delivering maximum relevance, search engines are Some possible places to set up local pages:
beginning to shift emphasis to personalized search results. One of the
main ways that they are doing this is through local search. There is no Google Places
data to-date on how many of Google’s billions of queries are
commerce-oriented, but Google is betting that many of them are. They Foursquare
are assuming that a search for “used car dealer” is from someone LinkedIn
looking for dealerships near the searcher, and that the searcher’s intent Yelp
is to go out and buy a used car. Optimizing for local search involves a
Better Business Bureau
series of best practices and some overlap with search engine optimiza-
tion. Yahoo Local
Squidoo
A good place to start is setting up a Google Places page. Google Places is Business review forums such as TrustLink or MeasuredUp
Google’s own, integrated yellow pages. It syncs up with other Google
products such as maps and photos. Google encourages businesses to put
up a Local page, but many businesses are not aware of the beneﬁts of
optimizing for local search. Creating a content rich, keyword rich Google
Places page is a great way to let search engines know where you are and
make your business available to be found.

It’s also advisable to encourage customers to post reviews so that your
places page looks fresh and active. Similarly, it’s necessary to promi-
nently feature location and contact info on your main site, and link the
main site to the Google Places page.

For local optimization purposes, any place where you can get your name
and business address published is an asset. Again, there is some overlap
with both SEO and social media here, which further emphasizes how
creating a good business web presence is a multidisciplinary exercise.

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SOCIAL MEDIA,
MARKETING
EXPLAINED

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SOCIAL MEDIA MARKETING, EXPLAINED
Word of mouth in the digital age has taken on new dimensions. For the SOCIAL marketing needs to be done right, offering value to end users
first time in marketing and advertising, consumers, empowered by social with the best social media marketing actually passed on from person to
networking sites, now control the conversation. Indeed social media person on its own merits. These self-replicating viral processes can be
marketing is currently the cutting edge of online marketing, but many very beneficial to a brand, but on the flipside, if these users are criticizing
brands are playing catch up because many still poorly understand the a brand, the positive effect can turn sour and detrimental overnight.
actual marketing potential of social media.
To simplify, people share cool stuff with their friends. So be cool. Social
It’s incredibly easy for companies to get distracted by irrelevant numbers media is not the place to post pictures of kittens with silly captions.
like the number of Facebook “likes” you have, or how many Twitter Instead, run a “midnight madness” special, a sweepstakes, or announce a
followers you have. A gourmet coffee franchise may have 2 million surprising pop-up store. The key here is to offer value to the social
Facebook “fans”, but how many of them are buying more coffee because audience with the hope that they become brand advocates. It is also
of social media? Is their social media marketing initiative quantifiable and very important to properly address customer complaints!
in-line with its business goals? Social media marketing needs to be
planned and must follow a narrative, just like any other marketing Facebook is also like an insular mini-web. The developers refer to it as a
initiative. So what is social media marketing good for? “social graph,” and instead of web pages with search engine “Page Rank,”
Facebook uses “Edge Rank.” This determines who sees your posts and
Branding how prominently they are displayed.
Increasing customer loyalty
How often fans check your posts, how many fans you have, and how
Running special promotions and contests connected your fans are with each other are all elements that determine
Creating self replicating viral conversations Edge Rank. By making engaging posts you improve the likelihood that
more people will see and share them.
In our section for Social, we are going to focus on the major player:
Another way in which Facebook is similar to the web is that it runs its
Facebook. For starters, any business can and should benefit from a
own ad network. Facebook’s Pay-per-Click network is like the other PPC
corporate Facebook page. If you’ve never set one up, you may be
technologies that we discussed earlier. Facebook, however, is extremely
surprised how different a corporate page is from a personal page. Like
effective at targeting demographic, psychographic, and personal prefer-
your personal Facebook, a corporate Facebook page is a two-way
ences of potential clients.
relationship where consumers can “Like” your page and criticize it. This is
a great opportunity to communicate with relevant customers. But don't
forget that their comments will not be moderated.

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SOCIAL MEDIA MARKETING, EXPLAINED
One thing that sets Facebook advertising apart is that advertisers have
more opportunities for personalization and segmentation, since the
display network has access to everyone’s personal proﬁle information.
This includes gender, location, age, and education level, but it can also
include favorite sports team, movies, books, and music.

A band releasing a new album can display ads to people who have listed
the band as a favorite. But, more interestingly, a band you’ve never heard
of, but who sounds like your favorite band, can offer you free Mp3
downloads. Matching personal tastes in this way can be a great way to
pick up new customers and expose them to your brand.

Facebook ads can click to non-Facebook landing pages, and it is likely
that your business will want to develop separate optimized landing
pages that works in sync with your Facebook campaign to increase
relevance and lower cost-per-customer acquisition.

Social media and the way people communicate with these new platform
are no joke. Indeed we are living a social media revolution. As an example
of how fast social media is growing: This paper was written in August,
2011. Google+ social networking platform, Google’s response to Facebook,
launched in beta in late-June. It already reports over 10 million Google+
signups. It is similar to Facebook in that it is a social networking platform
yet different in the way users share information with “Circles” of friends.

Google + is still in testing and does not currently offer corporate pages,
but with the success of other social networking sites to date, our bet is
that advertisers and brands that leverage and understand Google+’s
technologies will reap big beneﬁts.

26

MOBILE
MARKETING

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TM

MOBILE MARKETING
Mobile is vital for your business health. The penetration of mobile
phones is close to 100% in the United States alone, and more than 20%
of searches are now preformed on mobile devices (and that number is
growing). However, as of 2010, most corporations and small businesses
did not have a mobile optimized website displaying the same long
content of their website on the small screens of mobile devices.

The growth of mobile is not limited to mobile sites. Mobile Marketing is
quickly becoming the norm with campaigns developed solely for Mobile
Text, Email, Instant Messaging, and more.

Having a competitive mobile marketing strategy today means: sms
Crafting a mobile strategy that’s ﬁts your business objectives
Developing Mobile Websites (WAP) with the right format and content
Tracking engagement, navigation results, and conversion data
Optimizing layout and copy utilizing methods including A/B testing and
Multi-Variate Analyses
Creating SMS campaigns, promotions, contests, and more to generate
leads and brand awareness
Improving ofﬂine to online strategies using mobile platforms and
technologies such as SMS (short message service), MMS (multi-media
messaging service), and QR (Quick response codes)

28

OPTIMIZATION
FOR BETTER
CONVERSION

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OPTIMIZATION FOR BETTER CONVERSION
Wow, you made it this far in the guide! Congratulations! Now you have an What is incredible about testing is that sometimes small changes have
understanding of how your business will benefit from having a web- great impact on conversion rate. Sometimes a new picture does the
presence geared for conversions and the importance of driving qualified trick, or a larger font, or a green button to ask for the sale instead of
traffic in good quantities and economically! orange.

As a baseline, if the conversion rate of your website is above 5%, you are Some changes could be detrimental to the conversion rate, so we
already winning the online marketing race. Most websites don’t convert recommend testing different sites all the time, seting a baseline and
at all or are dwindling with <1% conversion ratio. If your conversion rate is making sure you document your data. (You can use Google Analytics and
lower, you know there is room for improvement. Google Optimizer for this.)Testing small changes one at a time. If you test
too many changes at one time you might not know what change was
Whatever the case, an online marketing strategy is not something you responsible for increasing or decreasing your conversion rate.
set up and forget about. Constant SEO and conversion optimizations are
vital. Think about it. Have you ever noticed how great websites keep Lots of big business approach online marketing without applying these
changing overtime, but in essence they remain the same? Have you conversion optimization methods. Many companies are accustomed to
noticed that some changes are dramatic, but most are small? The one percent conversion rates, allocating money towards search market-
important thing to remember is that the Internet offers advertisers with ing, and content with less than desirable results.
a highly modifiable medium that can be changed at any time to improve
results. However, most business owners and professionals lack the time However, there are many businesses that understand the processes
to be constantly tweaking their websites. necessary for profitable online marketing and are implementing these
experiments on a daily basis, coming up with outrageous conversion
Marketing in general is an experimental process. Traditionally, that meant rates, and gaining very lucrative market share from much larger com-
that based on customer research and competitor intelligence marketers petitors who have not taken the time to master online marketing and
come up with ideas on how to win customers and implement those use it to its full potential.
ideas. Then they measure sales results and go back to the drawing board
to keep improving the results. Okay, this is a lot of work…. but who said winning was easy? If you do not
have the time to do optimization, hire an expert in conversion optimiza-
The difference with online marketing is that when it comes to this tion.
experimental process you see results fast, really fast, in fact real time.
You can change something in your design, copy, search terms etc. and
notice the results almost immediately. Online marketing even lets you
run many versions of a website, landing page, or mobile site at the same
time and compare which one converts better. This is called A/B testing.

30

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DEFINED, AND FINAL COMMENTS

phxmedialabs.com 31

TM

CYBERTISING TM , DEFINED, AND FINAL COMMENTS
PHX Media Lab’s Cybertising™ methodology is our response to the global
phenomenon that is happening online as consumers take to the web to
research and make their purchasing decisions. By definition, Cybertising
™ is the integration and optimization of the many different online
marketing disciplines (outlined in this document) in order to expand a
business’s overall web-presence. Cybertising™ achieves this by leverag-
ing keyword relevance and user intent. Cybertising™ is the new standard
for marketing, and businesses that are actively and efficiently engaging
with their online consumers will outshine their competition.
After reading this guide, you are aware of the key concepts that should
be the backbone of your online marketing strategies. First, you need to
acquire a deep understanding of your industry, it’s competitors, your
consumer behavior and shopping patterns, and your resources. After
that, your web-presence needs to be geared towards creating conver-
sions. In order to remain competitive, you must tune into what your
consumers are demanding and saying in their search queries and stay
relevant to them, capture their intent and driving qualified leads to your
site.

By doing this you will tap into your consumers buying brain and may be
able to convince your prospect to purchase or perform other valuable
action for your business. Finally, you need to constantly monitor, meas-
ure, and optimize to increase performance over time and test, test, test
until you reach your conversion goals through optimization. If necessary,
repeat from step 1.

32

If you don’t know where to start, Contact Us.
You will receive an honest, in-depth analysis
of your website and online presence along with
a unique Cybertising™ marketing plan designed
to ﬁt your business.

info@phxmedialabs.com

PhX Media Labs
500 S. Pointe Dr.
Suite #250
Miami Beach, Fl. 33139
1-855-PHX-MEDIA

Written by | Paul Gimenez S. (PhX) and Jesus Pacheco (PhX)

PHX Media Labs Cybertising ebook

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