Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Sonitrol Digital Marketing April 5, 2013

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle How can we cut through the noise, and make our digital marketing more profitable.

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Things I Can’t Stand

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Who Is This Guy? University of Colorado – Marketing & Entrepreneurship Marketing for two successful web startups Self-taught designer/developer – 9 years Founded Odd Dog Media in 2008 Local Business Clients to Large Enterprise

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Web Marketing Ecosystem

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Selling more stuff to more people for more money. Web Marketing Ecosystem

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle If it’s not ultimately driving revenue, it’s a waste of time.

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle All roads lead to…

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle It has GOT to CONVERT

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Clear Calls to Action Always have a phone # available Less is More A/B Testing Mobile Compatible When in doubt…measure!

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle But did it “market” to me?

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle What does it do? Is this product/service for me? Why is it better than the other one? How much will it cost me?

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Focus on one sentence that describes what you do differently, your competitive advantage. Place Industries above Features. Add your phone # to the top. Add customer logos & a testimonial. Add a bold statistic. (in lead sentence?) Add a pricing page (really a free quote) - menu

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Find ways to get their info. 5 new leads a day = 1,825/year 5% close = 91 new customers

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Search Engine Social Media News/PR/Other Sites Advertisement How people get to your site.

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Looking for an area of opportunity Make sure it has “purchase intent”

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle % of Internet users conduct product research online.

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle “1 in 3 searches are Local”

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle M Searches/month

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Searches/month In Seattle

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Local SEO Factors Sonitrol PacificProtective Systems Standard Website39/10025/100 Location (in text)No SchemaGoogle+, No Local BizNo Local KeywordsNoYes Google Reviews0 in Seattle3 Social Stature~500 followers~100 followers Internet Citations185208

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Benefits of Local SEO Highly Targeted Low Competition Simple to Optimize Targets Mobile Devices

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle So what about the other traffic drivers?

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle is the lowest common denominator in online communication

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Rules of 1.Only when it’s relevant / interesting 2.Keep it short 3.Always offer something that makes it worth their time 4.Measure!

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Does Social Media have a role?

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle billions monthly active users on Facebook 250 million photos uploaded to Facebook everyday 175 million tweets sent from Twitter every day in 2012

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle business drivers of social media marketing Enhance Branding and Awareness Protection your reputation Enhance public relations Build community Enhance customer service Facilitate research and development Drive sales and leads

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Most Importantly 1.Helps enhance your SEO 2.Gives you a targeted audience to tell about new content (blogs) 3.Establishes you as an “Authority” on your subject 4.Allows you to connect closer to customers. Business is just people. 5.Less is more.

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle To Recap 1.Don’t forget conventional marketing. 2.All roads lead to your website. 3.Be sure your website markets & converts. 4.People on search engines have purchase intent. 5.Local SEO is a huge area of opportunity. 6.Don’t forget about . 7.Social Media does have a role, but know its place.

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Questions

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Contact Deck at: odddogmedia.com/sonitrol

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Old Spice Results The number one most viewed sponsored channel on YouTube 236 million YouTube Views 80,000 Twitter followers in 2 days Facebook Interaction increased 800% with the personalized videos (Fans now total over 1.5 million) Sales figures increased by 107 %

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Dollar Shave Club

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle $9.8 Million in VC funding

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Why were these campaigns successful?

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Clear goals.

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle One last thing…

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Build your social media presence Buy YourName.com Learn how to build a basic website using something like Wordpress – blogs are great, but just an online resume will do. Claim your name on all social networks – knowem.com Know your privacy settings (especially on Facebook) Google yourself Create a professional online persona

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Christchurch, NZ, February 22, 2011

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle #mcdstories

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle Woody Harrelson’s AMA

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle I swear this is a true story. I went to a high school in LA and you crashed our prom after party (Universal Hilton). You ended up taking the virginity of a girl named Roseanna. You didn’t call her afterwards. She cried a lot. Do you remember any of this and can confirm or have you been so knee deep in hollywood pooty for so long that this qualifies as a mere blip?

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103