This deck is from Janet Driscoll Miller's, president and CEO of Marketing Mojo, presentation at James Madison University in 2016.
http://marketing-mojo.com/blog
2. @marketingmojo | marketing-mojo.com
ABOUT ME
• Graduate of JMU
• Founded Marketing Mojo in
2005
• Expert in SEO, digital
advertising, content
marketing, analytics
• Speaker and writer
3. @marketingmojo | marketing-mojo.com
ABOUT MARKETING MOJO
• Originally founded as Search Mojo
• Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Digital advertising management
» Pay-per-click advertising management (PPC)
» Social media advertising
› Content marketing
› Marketing automation
› Analytics consulting
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
(UVA, JMU, Penn State too!)
7. @marketingmojo | marketing-mojo.com
WHAT IS SEARCH ENGINE MARKETING
(SEM)?
• Search Engine Optimization (SEO)
› Act of improving “natural” result rankings on search engines via tactics
that adjust elements that are important to search engine algorithms
• Paid Search Advertising
› Also known as “sponsored results”, advertising that appears to the
top, bottom, or side of search engine natural results
› Typically cost is generated on a “pay-per-click” model (often called
PPC), where advertiser pays for each click a searcher makes on an ad,
vs. the traditional online marketing method of “cost per impression”.
24. @marketingmojo | marketing-mojo.com
THE INTENT CHALLENGE
• “Social Media Management Software”
› Enterprise level product:
12 months/$100,000 commitment
• But WHO searches using this term?
29. @marketingmojo | marketing-mojo.com
WHY LINKEDIN FOR B2B?
TARGETING OPTIONS.
Demographic Targeting Options
Location Continent
Country
State
City
Companies Name
Industry
Company size
(also exclude current customers)
Job Title Title
Function
Seniority
School School Name
Field of Study Field of Study
Degree Degree
Skills Skill Name
Group Group Name
Gender Gender
Age Age
34. @marketingmojo | marketing-mojo.com
FACEBOOK TARGETING OPTIONS
Demographic Targeting Options
Location Continent
Country
State
City
Companies Employer Name
Industries
Office Type (ex: home office)
(also exclude current customers)
Job Title Title
School School Name
Field of Study Field of Study
Education Level Degree
Currently in School
App Users Current app users
App not currently installed
Gender Gender
Age Age
38. @marketingmojo | marketing-mojo.com
TAGGING IS PARAMOUNT
• Google Analytics URL Builder
› https://support.google.com/analytics/answer/103
3867?hl=en
• Assign source, medium, campaign, etc. and
pass that data to Google Analytics
47. @marketingmojo | marketing-mojo.com
HOW WILL YOUR CONTRACTS BE
STRUCTURED?
• Project-based
› Definite start and end
• Retainer-based
› Ongoing
› Predictable revenue
› Less selling
63. @marketingmojo | marketing-mojo.com
CONTACT INFO
JANET DRISCOLL MILLER
President and CEO
Marketing Mojo
434.975.6656 x101
jmiller@marketing-mojo.com
@janetdmiller +JanetDriscollMiller