How do you stay competitive in a crowded marketplace? The Internet has changed the game, but you don’t have to spend a ton of money or time to boost your business. Whether you represent a small or large firm, you’ll learn strategic ways to reach your target audience. From how to set up Google AdWords or Facebook Advertising campaigns to taking charge over your own Search Engine Optimization, social media, blogging, or email newsletters, you’ll discover sustainable methods for improving your digital marketing mix.

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2. Modern Marketing
Traditional
Marketing
One-way
Marketer-driven
Company-centric
Exaggerated
Big targets
Broadcasting
Outspend
New customers
Modern
Marketing
Two-way
User-driven
Customer-centric
Authentic
Focused targets
Word of Mouth
Engage
Happy customers

3. Craft your marketing plan
Research your target market.
Know what makes you different.
Define your (future) success.
Think beyond advertising.
Be philanthropic.
Design your brand image.

4. Tips on building your brand
Write a tagline.
Simplify all branded materials.
Address every interaction.
Maintain consistency.
Empower your reporters.
Don't be afraid of templates.

5. Activating your outreach
Update Your Website
Advertise with Google AdWords
Share News on Your Blog
Get Active on Social Media
Advertise on Facebook
Keep in Touch - Email Newsletters

6. Prioritize
Be honest about your bandwidth.
What are the steps involved?
What is the time required?
What are the costs?
what are the opportunity costs?
Am I being a perfectionist?

7. Update Your Website
Rebuild your foundation.
Make use of beautiful,
mobile-friendly templates.
Improve your
Search Engine Optimization.
Create custom forms.
Use custom email addresses.

8. The Best Website Builders
Squarespace
$192 ANNUAL PROFESSIONA L
Weebly
$96 ANNUAL PRO
Edicy
$96 ANNUAL STANDARD
$ 99
Wix
ANNUAL COMBO

12. How To Redesign
Audit your content.
DECIDE WHAT TO KEEP, REMOVE, OR ADD.
Rewrite your copy .
MAINTAIN YOUR BRAND, USE KEYWORDS, AND
ORGANIZE CONTENT WITH HEADLINES (H1/H2).
Use better images.
FIND ROYALTY-FREE IMAGES AT ISTOCK.COM.
Post and edit.
DON'T FORGET TO TEST ON TABLET & MOBILE.

13. Website “Best Practices”
Website Losses
Confusing navigation
+ logos without links
Text as images
Flash video
Too many icons
Too much text
Flash
Browser variations
Multi-column forms
Missing pages
email@yahoo.com
Website Wins
Clear + consistent
navigation
Calls to Action
Services + areas
Testimonials
Contact page + form
Online scheduling
Online transcripts
Firm + industry news
Professional Assoc.
email@yourdomain.com

14. Search Engine Optimization
Don't overuse your keywords.
GOOGLE ANALYTICS, GOOGLE ADWORDS,
UBERSUGGEST, WORDSTREAM, WORDPOT
Title your pages carefully .
PLUS, MATCH THESE TO PAGE URLs.
Include a page description.
LOOK BETTER IN SEARCH RESULTS.
Create dedicated "landing pages."
TARGET PRIMARY KEYWORDS & LOCATIONS.

15. Search Engine Optimization
Post updated content weekly.
SHARE NEWS, TIPS, AND MORE ON A BLOG.
TEASE ARTICLES ON YOUR HOME PAGE.
Update local search profiles .
GOOGLE PLACES, BING LOCAL, YAHOO LOCAL,
YELP, ETC. / POST PHOTOS & LOCAL NUMBERS
Include location info on your site.
ADDRESS EVERYWHERE, LOCATION LISTINGS.
Check your site's speed.
LOAD TIME FACTORS INTO RANKING.

16. Search Engine Optimization
Track your performance with
Google Analytics.
VISITORS, PAGE VIEWS, POPULAR CONTENT,
UNUSED CONTENT, CONVERSION EVENTS,
LENGTH OF VISIT, SITE SPEED
Use Google Webmaster Tools .
IDENTIFY MISSING PAGES, REVIEW YOUR
TOP SEARCH QUERIES, CREATE SITE LINKS,
FIX CRAWL ERRORS.

21. Advertise with Google AdWords
Match important keywords to
optimized "landing pages."
Create Ad Groups with Keywords
and Ads to specific topics.
Calculate a daily ad spend limit.
Continue monitoring ad
performance & making edits.

28. Share News on Your Blog
Educate clients.
Educate reporters.
Target keywords for SEO.
Share this content on social
networks & encourage sharing.
Ideal: Update each 1-2 weeks.

29. Get Active on Social Media
Select the appropriate resources
for your target audience.
Expect trial & Error.
Keep your profiles active.
DON'T use automatic posting.
DO use scheduled posting.

30. Social Networks to Consider
Google+ Local Business Pages
Facebook
LinkedIn
Twitter
The Rest
YOUTUBE, INSTAGRAM,
FOURSQUARE, PINTEREST

33. Advertise on Facebook
Create + Maintain a Page.
Share posts from your blog.
Like and comment as your page.
Promote popular posts.
Add tabs for special content.
SHORTSTACK, WOOBOX, STATIGRAM
Promote special content with ads.

43. Keep in Touch - Email Newsletters
Get your clients' approval to keep
in touch with them by email.
Create monthly campaigns to
remain top of mind.
Have a blog? Keep it simple with
RSS-driven campaigns.

50. Maintaining Your Outreach
Start with one thing at a time.
Keep a checklist of all resources
to update if/when your business
info changes.
Run monthly reports and adjust
strategy accordingly.
Remember to cross-promote!

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