Digital Marketing Consultancy Digital Marketing Strategy & Consulting WordPress Website Design Local Search Engine Optimization Social Media Marketing Small Business Mobile App Development 270-495-0014 @SpearsMarketing http://SpearsMarketing.com
The Options: Outbound Marketing One-way communication Customers are sought out No added value - boring & uninformative Inbound Marketing Two-way communication Customers seek you out Lots of added value - education/entertainment
Marketing Basics Branding Consistency: online & off-line Know, Like Trust People purchase products, but they buy from individuals Word of Mouth/Referrals - use internet to validate your credibility Success = Doing the right things, long enough, consistently
Throw something at me if I get too technical :)
5 Steps to Digital Domination 1. Content Platform - Your Website 2. Search Engine Optimization (SEO) 3. Social Media Marketing 4. Email Marketing 5. Online Advertising/Pay-Per-Click (PPC)
Your Website: The Foundation Own your platform: dont be a digital sharecropper Your website: Design, Structure, Content Design: visually appealing, attention grabbing, clean & specific Structure: easy to navigate, cohesive, logical flow of information Content: quality information, keyword rich, calls to action
Your Website: The Platform Content Management System (CMS) WordPress, Joomla, Drupal, Modx, Expression Engine Easy to Update Scalable Attractive Mobile Friendly
Your Website: The Content Content Marketing = Blogging = Self-publishing Inform, entertain, engage Written, audio, video Expert status Search-ability Consistency Topics: Education, thought leadership, entertainment, FAQs, case studies, success stories, stir things up
Search Engine Optimization SEO = Relevance => how your business appears to Google Google/iPhone = New Yellow Pages Both art & science Constantly changing Content, keywords, links
SEO: The Tech Onsite SEO (technical) Semantic markup Title tags h1 tags Keywords Anchor text Meta description SEO Sandwich Content Keywords Links Social Citations
SEO: The Sandwich Content: More is better, but quality is king. Write for people, not search engines Keywords: Use common language. What customers search for Links: Popularity contest. Quality > Quantity. Interlink on-site between pages & posts Social: Links & Mentions => Google+, Twitter, Facebook, Linkedin, Pinterest, etc. Citations: Local search directories & review sites. Google+Local, Bing Local, Yelp, Merchant Circle, Yellow Pages, etc.
SEO: The Local Citations are paramount! Claim, create, update, optimize, manage Consistent info: Name, Address, Phone, Website UBL, Info USA, Localeze Cultivate reviews Online press releases Groupon?
Social Media: The What Not just a marketing channel For customers, its social first, business second Customers are talking, are you listening? Content should originate on your platform. Social is a distribution channel Easiest way for content to go viral => social proof What Social Media Is:
Social Media: The Why Facebook, Twitter, Linkedin, Google+, Pinterest, Instagram, YouTube Social media humanizes business. Personality MUST shine through Reputation management is a must. Social media amplifies both good & bad Referrals happen more online than in person Claim business profiles => KnowEm.com
Social Media: The How Facebook - Cincy ShirtsCincy Shirts Twitter - Best BuyBest Buy Google+ - StarbucksStarbucks Linkedin - ZipcarZipcar Pinterest - Whole FoodsWhole Foods Instagram - Dogfish HeadDogfish Head YouTube - Simply ScubaSimply Scuba
Email Marketing: The What Permission based marketing Easier & less expensive to resell existing customers than acquire new ones Relationship building Top-of-mind awareness Offer incentives for joining your list => exclusivity Least expensive form of direct-response marketing
Email Marketing: The How Email Service Provider (ESP) Aweber, Mail Chimp, etc. (auto-responder) Signup form must integrate with website, social media, etc. Permission Marketing => No Spam! WIIFM = whats in it for me! Automate & personalize Consistent contact
Online Advertising: The What Pay-Per-Click, Pay-Per-Impression, Ad Networks, Remarketing Google Adwords Facebook Ads Amazon, Linkedin, Twitter, etc. Easiest way to get ranked at top of Google Can be extremely effective Can get expensive quickly
Online Advertising: The How Google Keyword Tool Set parameters Create landing pages Test, test, test! Wash, Rinse, Repeat
Mobile is the fastest growing digital marketing segment!
Tying it all Together: Mobile Marketing Is your website mobile friendly? Google likes mobile responsive design Majority of social media is used on mobile device Is your email newsletter mobile friendly? Text Marketing & Mobile Apps
Conclusion Digital Marketing is here to stay Mobile is fastest growing segment Website is the foundation SEO & Social Media are essential Email can give best ROI PPC = test, test, test All the above are building blocks. They work together & amplify the individual effectiveness of each other
Resources http://SpearsMarketing.com/Resourc es