Rexton - Digital Marketing Presentation - 1.27.2014

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The presentation given during the Rexton customer training event in Phoenix, AZ on 1/24/2014. Updated with answers and resources from the questions asked during both sessions. Enjoy!

The presentation given during the Rexton customer training event in Phoenix, AZ on 1/24/2014. Updated with answers and resources from the questions asked during both sessions. Enjoy!

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  • 1. For internal use only / © Rexton 2011. All rights reserved.
  • 2. What Are We Doing Here? ● My goal is to train in the foundational information for: ● Business websites ● Search Engine Marketing, or SEM, for both paid and “organic” methods ● Local internet marketing ● Social media ● Your goals? ● Got questions? Just ask! For internal use only / © Rexton 2011. All rights reserved.
  • 3. Internet Marketing in Three Easy Steps 1. Get Online ● Website ● Build an e-mail database to send out e-mail newsletters/promotions 1. Get Found ● Online advertising ● Monitor performance ● Register with internet yellow pages/directories (demo today) 1. Get Heard ● Facebook, Twitter, blog ● Share/syndicate your content For internal use only / © Rexton 2011. All rights reserved.
  • 4. Get Online – Websites 2012: $1 = $7 ● Your website is your digital storefront – treat it the same way ● Making the right investment up front goes a LOT further in the long run ● What’s the goal of your website? ● General conversion funnel for websites offering products/services: For internal use only / © Rexton 2011. All rights reserved. 2013: $1 = $5
  • 5. Get Online – Websites Cont’d ● Design Dos ● Easy on the eyes (color palette, use of real estate/white space) ● Intuitive navigational elements (upper nav, side nav, footer nav) ● Smart use of images/videos ● Use fonts correctly ● Responsive design/mobile optimized For internal use only / © Rexton 2011. All rights reserved.
  • 6. Get Online – Websites Cont’d ● Responsive Design For internal use only / © Rexton 2011. All rights reserved.
  • 7. Get Online – Websites ● Design Don’ts ● Harsh on the eyes (colors, overuse of space) ● Gratuitous use of images/videos ● Use Flash intros (long load times, bad for iPads and iPhones) ● Force people to download a new, “more modern” browser ● Expect the best website immediately – cultivation is key For internal use only / © Rexton 2011. All rights reserved.
  • 8. Get Online – Websites Cont’d ● What to strive for ● http://www.manhattanavenuehearingaids.com/ For internal use only / © Rexton 2011. All rights reserved.
  • 9. Get Online – Websites Cont’d ● What TO NEVER do. Ever. ● http://www.angelfire.com/super/badwebs/ For internal use only / © Rexton 2011. All rights reserved.
  • 10. Get Online – Websites Cont’d ● ● Your website should speak to your target audience Keep website/page content/copy on point ● Content Dos ● Use of headings and subheadings for the skimmers ● 1-2 topics per page; page length of 400-600 words ● Use of internal links (hyperlinks, not URLs) ● Inclusion of geographic references (more on this in a bit) ● CALLS TO ACTION For internal use only / © Rexton 2011. All rights reserved.
  • 11. Get Online – Websites Cont’d ● Content Don’ts ● Overuse of content ● Important content goes “above the fold” (see below) ● Impossible to navigate navigation ● 100% Flash content For internal use only / © Rexton 2011. All rights reserved.
  • 12. Get Online – Websites Cont’d ● Good use of content with calls to action: ● http://www.redhataudiology.com/ For internal use only / © Rexton 2011. All rights reserved.
  • 13. Get Online – Websites Cont’d ● Poor use of content ● http://www.bolenreport.com/ - overuse of content ● http://www.dsrny.com/ - completely flash For internal use only / © Rexton 2011. All rights reserved.
  • 14. Get Online – Website Questions? For internal use only / © Rexton 2011. All rights reserved.
  • 15. Get Online – E-mails ● Use e-mail as a form of direct marketing ● Get e-mails a variety of ways ● Ask patients for e-mail addresses ● Use an opt-in list/e-mail capture form ● Set up a newsletter to send to your e-mail list ● Services can help with e-mail list management, SPAM compliance, and reporting ● HubSpot has fantastic digital marketing information ● Constant Contact is a great e-mail platform For internal use only / © Rexton 2011. All rights reserved.
  • 16. Get Online – E-mails ● Use e-mails to complement your traditional marketing methods. For internal use only / © Rexton 2011. All rights reserved.
  • 17. Get Online – Blogs ● Blogs have a variety of benefits ● The author(s) become “subject matter experts” ● The creation of an interested audience ● Syndication of blog posts help spread the word For internal use only / © Rexton 2011. All rights reserved.
  • 18. Get Online – E-Mail & Blog Questions? For internal use only / © Rexton 2011. All rights reserved.
  • 19. Get Found – Search Engine 101 ● What is a search engine? ● A program that retrieves data from a database or network (such as the internet) ● So…why should I care? ● If your website is easier to find in the various search engines, your business will have a better chance of gaining new customers! ● On Google alone – over 12 billion searches a month! (as of 10/16/2013) For internal use only / © Rexton 2011. All rights reserved.
  • 20. Get Found – Search Engine 101 Cont’d ● ● Google, and Bing/Yahoo are the only ones that matter. As of December 2013: ● Google owns ~67.5% of all searches ● Bing/Yahoo own ~29.5% of all searches ● The dozens of other search engines own the remaining ~3%! For internal use only / © Rexton 2011. All rights reserved.
  • 21. Get Found – Search Engine Results Page (SERPs) For internal use only / © Rexton 2011. All rights reserved.
  • 22. Get Found – SERPs Cont’d For internal use only / © Rexton 2011. All rights reserved.
  • 23. Get Found – SERPs Cont’d For internal use only / © Rexton 2011. All rights reserved.
  • 24. Get Found – Search Engine Marketing ● To be found by searchers in the search engines, there are two unique methods of Search Engine Marketing, or SEM you can employ: ● Search engine optimization (SEO) ● Pay-per click advertising (PPC) For internal use only / © Rexton 2011. All rights reserved.
  • 25. Get Found – Search Engine Optimization (SEO) ● So…what IS search engine optimization? For internal use only / © Rexton 2011. All rights reserved.
  • 26. Get Found – SEO Cont’d ● Put as simply as possible, SEO is about CONTENT For internal use only / © Rexton 2011. All rights reserved.
  • 27. Get Found – SEO Cont’d ● However, too much or disorganized content can ruin a user’s experience! For internal use only / © Rexton 2011. All rights reserved.
  • 28. Get Found – SEO Cont’d ● Broken up into two types of content ● On-site content ● Off-site content For internal use only / © Rexton 2011. All rights reserved.
  • 29. Get Found – SEO Cont’d ● On-site best practices FOR SEO include: ● ● ● ● ● ● ● Strong and topical META data (more next slide) Headings & subheadings that are topical & easy to read Body content that embellish the headings/subheadings Use of bulleted lists Well placed images, videos, or other dynamic content Well placed calls-to-action SMART internal & external linking For internal use only / © Rexton 2011. All rights reserved.
  • 30. Get Found – SEO Cont’d ● META data is used by the search engines to classify webpages/websites. ● Users can see META data when they do search: For internal use only / © Rexton 2011. All rights reserved.
  • 31. Get Found – SEO Cont’d ● On-site content best practices FOR USABILITY include: ● ● ● ● ● Well organized content “silos” Easy to use navigation, both upper and side Headings & subheadings that are topical & easy to read Body content that expand on the headings/subheadings Well placed images, videos, or other dynamic content For internal use only / © Rexton 2011. All rights reserved.
  • 32. Get Found – SEO Cont’d ● Some examples on page 1 of Google for “where can I get hearing aids in NYC?” that have content strong in SEO and a design strong in usability: ● http://www.newyorkhearingdoctors.com/ For internal use only / © Rexton 2011. All rights reserved.
  • 33. Get Found – SEO Cont’d ● Resources: ● Moz (my favorite SEO resource): http://moz.com/ ● Moz’s Beginner’s Guide: http://moz.com/beginners-guide-to-seo ● Search Engine Land: http://searchengineland.com/ ● Wikipedia: http://en.wikipedia.org/wiki/Search_engine_optimization For internal use only / © Rexton 2011. All rights reserved.
  • 34. Get Found – SEO Questions? For internal use only / © Rexton 2011. All rights reserved.
  • 35. Get Found – PPC Advertising For internal use only / © Rexton 2011. All rights reserved.
  • 36. Get Found – PPC Advertising Cont’d ● Why PPC advertising? ● Prominent placements in search results pages literally overnight ● PPC advertising is essentially a “pay to play” world. ● You set your own parameters ● Parameters based on monthly & daily budgets, ads, and keywords/negative keywords, etc. ● The goal is to have the lowest cost-per-click (CPC) possible, while having a very high click-through-rate (CTR). For internal use only / © Rexton 2011. All rights reserved.
  • 37. Get Found – PPC Advertising Cont’d ● Google Keyword Planner ● Helps you set up everything from specific keywords to campaign ideas For internal use only / © Rexton 2011. All rights reserved.
  • 38. Get Found – PPC Advertising Cont’d ● Resources ● Google AdWords: http://www.google.com/adwords ● Google Keyword Planner: https://adwords.google.com/ko/KeywordPlanner/Home ● Bing Ads: http://www.bing.com/ads ● Wordstream Info: http://www.wordstream.com/learn/ppc101 ● Search Engine Watch Info: http://searchenginewatch.com/article/2168431/A-Beginners-Guide-toPaid-Search ● Wikipedia: http://en.wikipedia.org/wiki/Pay_per_click For internal use only / © Rexton 2011. All rights reserved.
  • 39. Get Found – Analyzing Performance ● Why track performance? ● Ability to understand what works and what doesn’t work ● What should I track? ● Page views, visits/unique visitors ● Average time on site ● Tracking programs: ● Google Analytics – free! http://www.google.com/analytics ● Adobe SiteCatalyst (Omniture) http://www.adobe.com/solutions/digital-marketing.html For internal use only / © Rexton 2011. All rights reserved.
  • 40. Get Found – Analyzing Performance Cont’d For internal use only / © Rexton 2011. All rights reserved.
  • 41. Get Found – Analytics & PPC Questions? For internal use only / © Rexton 2011. All rights reserved.
  • 42. Get Found – Local Business Directories For internal use only / © Rexton 2011. All rights reserved.
  • 43. Get Found – Local Business Directories Cont’d For internal use only / © Rexton 2011. All rights reserved.
  • 44. Get Found – Local Business Directories Cont’d For internal use only / © Rexton 2011. All rights reserved.
  • 45. Get Found – Local Business Directories Cont’d For internal use only / © Rexton 2011. All rights reserved.
  • 46. Get Found – Local Business Directories Cont’d ● Why local business directories? ● 43% of all Google search queries have local intent ● Nearly 60% of all Google searches done on a mobile device have local intent ● 88% of consumers who search for a local business on a mobile call or go there within 24 hours ● 70% of mobile searchers call a business directly from the search results ● And most importantly – control of your business’ marketing message! For internal use only / © Rexton 2011. All rights reserved.
  • 47. Get Found – Local Business Directories Cont’d Large map as header Limited personalization, e.g. no picture Public info from Yelp, CitySearch, etc. Cannot respond/comment as your business For internal use only / © Rexton 2011. All rights reserved.
  • 48. Get Found – Local Business Directories Cont’d Personalization w/large cover photo Links to website, directions, social media, etc. Respond as your business For internal use only / © Rexton 2011. All rights reserved. Custom content
  • 49. Get Found – Local Business Directories Cont’d ● Getting a listing like the previous slide is a two step process ● Google Places ● Google+ Business For internal use only / © Rexton 2011. All rights reserved.
  • 50. Get Found – Local Business Directories Cont’d ● How Google Places Works: ● Create a Google Places account: http://www.google.com/places ● Search for your listing, and claim the listing with the most accurate information. ● If no listing, you can create your own ● Edit all the information, add photos, and then verify. For internal use only / © Rexton 2011. All rights reserved.
  • 51. Get Found – Local Business Directories Cont’d ● How Google+ Business Works: ● Create a Google Plus account: http://www.google.com/plus ● Once a personal account is created, create a new page for a local business. ● Fill out the information, and then you’re given the option to link Google Plus Business page to Google Place page. ● Confirm this via snail-mail verification. For internal use only / © Rexton 2011. All rights reserved.
  • 52. Get Found – Local Business Directories Cont’d ● The Big Three ● YEXT: http://www.yext.com/ ($500 annually) ● ExpressUpdateUSA: http://www.expressupdate.com/search ($30/month OR $315 annually) ● Localeze: http://www.neustarlocaleze.biz/directory/index.aspx ($300 annually) For internal use only / © Rexton 2011. All rights reserved.
  • 53. Get Found – Local Business Directories Cont’d ● Other local directories/internet yellow pages & resources ● Online business checker: https://getlisted.org/ ● Google Places: http://www.google.com/places ● Google Plus: http://www.google.com/plus ● Yahoo: http://smallbusiness.yahoo.com/local-listings/ ● Bing: https://www.bingplaces.com/ ● Yelp: http://www.yelp.com For internal use only / © Rexton 2011. All rights reserved.
  • 54. Get Found – Local Business Directories Questions? For internal use only / © Rexton 2011. All rights reserved.
  • 55. Get Heard – Social Media Connect to brands & customers. Share media, photos, and news Create picture posts. People follow photographs, products, events, and leisure topics Share content (up to 140 chars.) to the largest audience in the least amount of time Virtual pin board for visual content. Photos and content have high virality Professional networking and communities Informal video conferencing & webinars. Excellent to connect to blogs For internal use only / © Rexton 2011. All rights reserved.
  • 56. Get Heard – Social Media Cont’d ● Facebook is the king of social media: ● #1 – Facebook is the top social network with 1.2 billion global users ● 59% of all North American internet users are on Facebook ● 62% of all Facebook users are active at least monthly, if not more active ● 100% growth for US Facebook users in the 55-64 age demo in 2013 For internal use only / © Rexton 2011. All rights reserved.
  • 57. Get Heard – Social Media (Facebook) ● Choose a page type ● Choose carefully - this is permanent! For internal use only / © Rexton 2011. All rights reserved.
  • 58. Get Heard – Social Media (Facebook) Cont’d ● Assign managers and administrators ● Manager ● Moderator ● Insight Analyst ● Advertiser ● Content Creator For internal use only / © Rexton 2011. All rights reserved.
  • 59. Get Heard – Social Media (Facebook) Cont’d ● Complete the basic profile information ● Cover photo ● Profile photo ● Company information ● Address, website, etc. For internal use only / © Rexton 2011. All rights reserved.
  • 60. Get Heard – Social Media (Facebook) Cont’d ● ● Choose settings wisely ● Don’t allow others to post ● Add message button ● Allow tagging ● Restrict geography (if needed) Adding content ● Link to your website ● Syndicate your blog ● Share others’ posts ● Photos (Instagram, pinterest, etc.) ● Videos (YouTube) ● Twitter (automatic option in Twitter) For internal use only / © Rexton 2011. All rights reserved.
  • 61. Get Heard – Social Media (Facebook) Cont’d ● Facebook Insights (performance metrics) ● An initial version seen after 30 Likes ● Full version seen after 100 Likes For internal use only / © Rexton 2011. All rights reserved.
  • 62. Get Heard – Social Media (Facebook) Cont’d ● Facebook Advertising ● Promote the page or individual posts ● STRONG control of demographics ● As little as $5 a day For internal use only / © Rexton 2011. All rights reserved.
  • 63. Get Heard – Social Media (Facebook) Cont’d ● Facebook Events ● Create an event as your business page to spread the word for free! ● Integrate this with any other marketing channels. Have a traditional mailer? Put your Facebook Event link on the mailer! For internal use only / © Rexton 2011. All rights reserved.
  • 64. Get Heard – Social Media (Facebook) Cont’d ● Sharing Facebook Events ● As a business, no invitations allow. Rather, sharing is used. For internal use only / © Rexton 2011. All rights reserved.
  • 65. Get Heard – Social Media (Facebook) Cont’d ● Need fast content? ● You can share others’ content! For internal use only / © Rexton 2011. All rights reserved.
  • 66. Get Heard – Social Media (Facebook) Cont’d For internal use only / © Rexton 2011. All rights reserved.
  • 67. The End! ● What did you guys think of this presentation? ● ● ● ● Stephen Lella 732-529-3698 Stephen.Lella@siemens.com Stephen.Lella@gmail.com For internal use only / © Rexton 2011. All rights reserved.
  • 68. Questions from the Sessions ● Some information on the psychology of web colors/web design: ● http://vandelaydesign.com/blog/design/the-psychology-of-color-in-web-design/ ● https://www.helpscout.net/blog/psychology-of-color/ ● How to test your website across different browsers: ● http://browsershots.org/ ● Make sure you choose older versions of Internet Explorer, Firefox, Chrome, and Safari – these are the four most widely used web browsers ● What’s the phone call I get about my Google local listing? ● http://erplife.com/2013/05/06/your-google-places-listing-is-not-complianttelemarketing-spam/ ● Turns out this is nothing more than telemarketing nonsense. This is a shady agency trying to “drum up business.” Ignore! For internal use only / © Rexton 2011. All rights reserved.