5 Digital Marketing Strategies


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Instructed by Kent Lewis.

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  • Converting Website Visitors into Customers via Analytics & Usability Best PracticesAs the old adage goes, “You can lead a horse to water, but you can’t make him drink.” In a digital world, a lack of ability to convert website visitors into customers can crush your business. Rather than invest in driving more traffic to your website, money is better spent maximizing the value of existing visitors through conversion optimization. In this presentation, Anvil Media President and Founder Kent Lewis will take you through the process of initial goal-setting and report configuration for analytics through test planning, tool selection, implementation and management. You will leave this session with a actionable plan for understanding existing website performance and visitor behavior via analytics as well as how to get more from your website visitors through conversion and landing page optimization best practices.
  • http://www.anvilmediainc.com/about/team/kent-lewis
  • http://searchengineland.com/library/google/google-penguin-update
  • http://searchengineland.com/library/google/google-penguin-update
  • http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769#3http://searchengineland.com/penguin-update-recovery-tips-advice-119650http://searchengineland.com/library/google/google-penguin-update
  • http://www.seomoz.org/blog/new-edition-ranking-factors-for-2011-live
  • http://www.seomoz.org/blog/new-edition-ranking-factors-for-2011-live
  • http://blogs.imediaconnection.com/blog/2010/12/31/2011-mobile-marketing-strategy/http://mashable.com/2012/05/19/mobile-marketing-infographic-smartphones/
  • http://www.imediaconnection.com/content/30534.asp http://www.imediaconnection.com/content/30157.asp
  • http://blogs.imediaconnection.com/blog/2012/02/08/fire-your-social-media-marketing-manager/http://blogs.imediaconnection.com/blog/2012/03/10/social-media-marketing-evangelist-job-description/
  • http://blogs.imediaconnection.com/blog/2012/02/22/social-media-metrics-that-matter/
  • Sources: Gleanster, Forrester, InsideSales.com and Marketing Sherpahttp://socialmediatoday.com/traslavina/431339/30-thought-provoking-lead-nurturing-stats-you-cant-ignore
  • http://en.wikipedia.org/wiki/Marketing_automation
  • http://www.hubspot.com/marketing-automation-information
  • 5 Digital Marketing Strategies

    1. 1. Adapt or Die: 5 Digital Marketing Strategies for 2013 Speaker Kent Lewis (@KentLewis) Anvil Media, Inc. www.AnvilMediaInc.com
    2. 2. Agenda • • • • • • Media-maximization Penguin-proofing Mobilization Evangelism Automation Q&A
    3. 3. About Me
    4. 4. Today You Will Learn How to leverage video to grow your business The latest website optimization techniques How to integrate mobile into your marketing To rethink how you approach social media How to automate your marketing for optimal ROI
    5. 5. 1. Media Maximization: Video Why Video? Video Marketing Best Practices Video Optimization Essentials Video Promotion Best Practices
    6. 6. Video: Why Do I Care? Ultimate storytelling vehicle Video has 5x greater recall than the written word 1 HD video = video, audio, images & text 2nd most popular search engine Consumers use it throughout the sales cycle
    7. 7. Video: Popular & Growing
    8. 8. Video: Global The Numbers Video By Usage Stats 54% of global Internet traffic will be video in 2016 Globally, Internet video to TV doubled in 2011 Video-on-demand (VOD) traffic will triple by 2016 108B mobile videos were viewed WW in 2011 That number has surpassed 280B in 2012
    9. 9. Video: Sharing Platforms
    10. 10. YouTube: Facts & Figures 60 hours of video uploaded every minute Over 4 billion videos are viewed a day YouTube Mobile gets 400 million views a day 70% of YouTube traffic comes from outside the US Localized in 39 countries and across 54 languages 1 trillion views in 2011 (nearly 140 VPP)
    11. 11. YouTube: Channel SetupCreation YouTube Channel Key Elements 1. 2. 3. 4. Username/URL About Me Playlists Analytics
    12. 12. YouTube: Best Practices YouTube Best Practices Go Eco: repurpose existing content Mobilize content creation & distribution Leverage annotation to enhance experience Translate & localize video content Follow community guidelines Optimize your default settings to streamline Manage copyright strikes & ID claims Embed/syndicate across other social channels
    13. 13. YouTube: Advertising Options YouTube Advertising Options YouTube Keyword Tool YouTube Video Targeting Tool YouTube In-Stream Ads YouTube Promoted Videos YouTube TrueView Video Ads
    14. 14. YouTube: Measurement YouTube Analytics YouTube Metrics 1. 2. 3. 4. Likes (per View) Comments (per week) Shares (per Video) Subscribers (per week)
    15. 15. Video: Marketing Best Practices Video Production Best Practices Target duration: 30-120 seconds Include a CTA in video close Protect & track via watermarking Create text transcript for SEO (& ADA) Create podcast from audio (for iTunes) Create still images for Pinterest, Flickr, etc. Set default sharing to “public” or “allow all” Always comment via Google+ profile
    16. 16. Video: Optimization & Promotion Create a video sitemap (for SEO) Embed & promote videos across web properties Include surrounding text for context Incorporate links/QR codes in print collateral Promote channel/videos in electronic collateral
    17. 17. 2. Penguin-proofing Your Website 2. The Equity of SEO
    18. 18. 3C’s of SEO Content Code Credibility
    19. 19. SEO: Efficacy by Technique
    20. 20. SEO: Efficacy in 3D
    21. 21. Search Engine Ranking Factors
    22. 22. Future Search Ranking Factors
    23. 23. 3. Mobilizing Your Marketing Personal Targeted Scalable Immediate Actionable Portable Interactive Measurable
    24. 24. Mobile: Device Adoption Growth
    25. 25. Mobile: Demographics & Privacy Mobile Privacy & Security
    26. 26. Mobile: Cross-Channel Integration Mobile Cross-Channel Retail
    27. 27. Mobile: Shopping & Mobile Couponing Couponing
    28. 28. Mobile: Assisted M-Commerce Shopping
    29. 29. Mobile: Ad Spend Trends
    30. 30. 4. Evangelism: Social Media Gain industry and constituent insights Provide affordable customer service Create or extend brand awareness Build community & thought leadership Generate measurable top line revenue
    31. 31. Social Media: Tactics & Channels
    32. 32. Social Media: Monitor & Measure
    33. 33. Social: Manager vs. Evangelist Manager vs. Evangelist Tactical vs. strategic Implement vs. manage Talk vs. Inspire Single voice vs. many voices Monitoring vs. training Social media vs. leadership experience
    34. 34. Social Media: Measurement Conversions: leads or sales Engagement: conversations, sharing and sentiment Metrics: relative vs. absolute (ratios)
    35. 35. 5. Marketing Automation 79% of marketing leads never convert into sales 65% of B2B marketers haven’t established lead nurturing 50% of leads are qualified but not yet ready to buy 25% of leads are legitimate and should advance to sales
    36. 36. Marketing Automation: Benefits Develop & analyze marketing campaigns Understand your prospects & customers Lead management, scoring and nurturing Automated campaign management & reporting
    37. 37. Marketing Automation: Key Players
    38. 38. Move The Needle
    39. 39. Move The Needle: Homework 1. 2. 3. 4. Create/optimize your YouTube channel Upload/optimize a video Syndicate and promote your video Evaluate views (hotspots), comments, etc. Move The Needle
    40. 40. Key Takeaways Maximize video use (on YouTube) Penguin-proof your website Mobilize your marketing efforts Evangelize social media within your organization Automate your marketing via tools
    41. 41. Thank You www.onlinemarketinginstitute.org www.anvilmediainc.com