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Websites, Social Media, & More!
Andrea Fischetti
Chicago Pet Video
Andrea Fischetti
Chicago Pet Video
 Live and work in Chicago
 Five years experience with video and film
 Travel the cou...
Andrea Fischetti
Chicago Pet Video
 Why is visual content important?
 Internet Marketing 101
 Website & SEM
 Social Me...
Andrea Fischetti
Chicago Pet Video
 People are visually-oriented
 Picture is worth a thousand words
 Video is worth a m...
Andrea Fischetti
Chicago Pet Video
1. Website & SEM
2. Social Media
-------
3. Email / Newsletter
4. Blog
5. Video
Andrea Fischetti
Chicago Pet Video
1. Website
 Wordpress (or similar) are great for limited budgets
 Contact info is eas...
Andrea Fischetti
Chicago Pet Video
1. Website (cont’d)
 Strategize your site content
 GOAL = get onto the first page of ...
Andrea Fischetti
Chicago Pet Video
1. Website (cont’d)
Alphabet Soup…
 Search Engine Marketing (SEM) = Both paid search
r...
Andrea Fischetti
Chicago Pet Video
1. Website (cont’d)
Alphabet Soup… (cont’d)
 Search Engine Marketing Management (SEMM)...
Andrea Fischetti
Chicago Pet Video
1. Website (cont’d)
 Internal SEO
▪ Page URL: Short, properly spelled, and easy to rem...
Andrea Fischetti
Chicago Pet Video
1. Website (cont’d)
 External SEO
▪ Directory: Submit your website to relevant online ...
Andrea Fischetti
Chicago Pet Video
1. Website (cont’d)
 Regularly update content on your site
▪ Updates show activity and...
Andrea Fischetti
Chicago Pet Video
2. Social Media
 55% of consumers disappointed by brands’
communication on social medi...
Andrea Fischetti
Chicago Pet Video
2. Social Media (cont’d)
 Think of your audience!!!
▪ Real conversations, authentic co...
Andrea Fischetti
Chicago Pet Video
3. Email/Newsletter
Why is it so great?
 Targeted marketing
 More people have email t...
Andrea Fischetti
Chicago Pet Video
3. Email/Newsletter
How to do it well:
 MailChimp, Constant Contact, etc.
 Be careful...
Andrea Fischetti
Chicago Pet Video
4. Blog
 Wordpress themes
 More effective than social media!
Andrea Fischetti
Chicago Pet Video
5. Video
 Barriers to video:
 Time – Too much work!
 Money – We can’t afford it!
 P...
Andrea Fischetti
Chicago Pet Video
5. Video
 Reasons to do video:
 The truth is that online video marketing is:
▪ Fairly...
Andrea Fischetti
Chicago Pet Video
5. Video
 Reasons to do video (cont’d) :
 Search Engine Optimization (more hits to yo...
Andrea Fischetti
Chicago Pet Video
 Make video that is:
 Engaging
 Enjoyable to watch
 Customers will comment on
 Cus...
Andrea Fischetti
Chicago Pet Video
 #1: Identify your audience
 Who is your audience?
 What does your audience want?
 ...
Andrea Fischetti
Chicago Pet Video
 #3: Don’t forget a call to action
 #4: Length
 As video length goes up, viewership ...
Andrea Fischetti
Chicago Pet Video
 Video #1
Andrea Fischetti
Chicago Pet Video
 Video #2
Andrea Fischetti
Chicago Pet Video
 Video #3
Andrea Fischetti
Chicago Pet Video
 Video #4
Andrea Fischetti
Chicago Pet Video
 Video #5
Andrea Fischetti
Chicago Pet Video
1. Consider your audience
2. Watch your stats – what is
popular?
3. Be on the lookout f...
Andrea Fischetti
Chicago Pet Video
 Why Is Visual Content Important?
 Internet Marketing 101
 Website & SEM
 Social Me...
Andrea Fischetti
Chicago Pet Video
 Questions?
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Online Marketing for Pet Sitters

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  • SEM and SEO both need to be monitored and updated frequently to reflect evolving best practices.
  • blogs are now the third most influential digital resource (31%) when making overall purchases (come after product & brand websites) Technorati Report Consumers said that blogs rank higher than Twitter for shaping their opinions and higher than Facebook for motivating purchasing decisions.
  • 57% of consumers said that product videos make them more confident in a purchase and less likely to return an item One in three consumers watch video on a product page all or most of the time when they encounter it 41% of consumers are more likely to share product videos than other product content
  • Transcript of "Online Marketing for Pet Sitters"

    1. 1. Websites, Social Media, & More! Andrea Fischetti Chicago Pet Video
    2. 2. Andrea Fischetti Chicago Pet Video  Live and work in Chicago  Five years experience with video and film  Travel the country working on projects  Two companies: 1. Contemporary Creative Productions ▪ Clients: Hotels, resorts, conferences, events, marketing agencies, social media management groups 1. Chicago Pet Video ▪ Only production company in the country that specializes in filming animals ▪ Clients: Pet and horse products and services ▪ Uses video for targeted online advertising
    3. 3. Andrea Fischetti Chicago Pet Video  Why is visual content important?  Internet Marketing 101  Website & SEM  Social Media  Advanced Topics  Email / Newsletter  Blog  Spotlight on Video Marketing  Take Home Tips
    4. 4. Andrea Fischetti Chicago Pet Video  People are visually-oriented  Picture is worth a thousand words  Video is worth a million words (?!?)  Convey your message and brand building
    5. 5. Andrea Fischetti Chicago Pet Video 1. Website & SEM 2. Social Media ------- 3. Email / Newsletter 4. Blog 5. Video
    6. 6. Andrea Fischetti Chicago Pet Video 1. Website  Wordpress (or similar) are great for limited budgets  Contact info is easy to find ▪ Location, e-mail, phone number, and/or submission page
    7. 7. Andrea Fischetti Chicago Pet Video 1. Website (cont’d)  Strategize your site content  GOAL = get onto the first page of search results ▪ Most customers don’t bother to go to the 2nd page of results
    8. 8. Andrea Fischetti Chicago Pet Video 1. Website (cont’d) Alphabet Soup…  Search Engine Marketing (SEM) = Both paid search results (eg. Google Adwords) and organic search results (SEO) ▪ The wider discipline that incorporates SEO ▪ Purchase the relevant keywords for your business and purpose ▪ Pay-per-click advertising  Search Engine Optimization (SEO) = Determines your webpage presence (esp. page ranking) on the search result in search engines ▪ Focuses on building traffic
    9. 9. Andrea Fischetti Chicago Pet Video 1. Website (cont’d) Alphabet Soup… (cont’d)  Search Engine Marketing Management (SEMM) ▪ Similar to SEO but focuses on return on investment (ROI) instead of just building traffic ▪ Focus on web page layout design and how the content and info is displayed
    10. 10. Andrea Fischetti Chicago Pet Video 1. Website (cont’d)  Internal SEO ▪ Page URL: Short, properly spelled, and easy to remember ▪ Title Tags: Name each page ▪ Sitemap: Helps site to be crawled and indexed by search engines ▪ 404 Custom Page: Custom error page rather than a broken link ▪ Headings: Give clear hierarchy to site and keywords in heading ▪ Image Optimization: Attach a description to each image ▪ Keywords: Use in body of text on site but MUST BE RELEVANT to your content
    11. 11. Andrea Fischetti Chicago Pet Video 1. Website (cont’d)  External SEO ▪ Directory: Submit your website to relevant online directories ▪ Social Bookmarking: Use sites like Reddit, Digg, StumbleUpon, etc. ▪ Blog Activity: Comment and engage on other’s blogs ▪ Q&A websites / forums: Engage and interact with others
    12. 12. Andrea Fischetti Chicago Pet Video 1. Website (cont’d)  Regularly update content on your site ▪ Updates show activity and tells crawlers that the site is in operation ▪ High quality content will keep visitors returning  Google Ads ▪ Researching and purchasing keywords makes online advertising easy  Watch your reports ▪ Compare traffic before and after changes to gauge effectiveness
    13. 13. Andrea Fischetti Chicago Pet Video 2. Social Media  55% of consumers disappointed by brands’ communication on social media  9 in 10 consumers said they were unlikely to buy from a brand that ignored their complaints on Facebook or Twitter (2012 Conversocial study)  Businesses can no longer control their brand’s image entirely ▪ BUT, they do have an opportunity to participate in the conversation and send messages using the same tools and channels as consumers.
    14. 14. Andrea Fischetti Chicago Pet Video 2. Social Media (cont’d)  Think of your audience!!! ▪ Real conversations, authentic content, active engagement  Facebook 2-3 times per week ▪ Avoid overt marketing messages  Twitter 2-3 times per day ▪ Manage with HootSuite or similar  LinkedIn 1 time per week ▪ Keep it business-related (no cat photos!) ▪ Online groups/forums offer FREE learning opportunities
    15. 15. Andrea Fischetti Chicago Pet Video 3. Email/Newsletter Why is it so great?  Targeted marketing  More people have email than social media accounts  Personal contact  More attention and “face”-time  A medium through which customers are used to receiving marketing messages
    16. 16. Andrea Fischetti Chicago Pet Video 3. Email/Newsletter How to do it well:  MailChimp, Constant Contact, etc.  Be careful with how you manage your contacts  Post at regular time intervals  Be a resource!  Calendar/Events in your community
    17. 17. Andrea Fischetti Chicago Pet Video 4. Blog  Wordpress themes  More effective than social media!
    18. 18. Andrea Fischetti Chicago Pet Video 5. Video  Barriers to video:  Time – Too much work!  Money – We can’t afford it!  Perception – It doesn’t increase sales or donors! These reasons are wrong.
    19. 19. Andrea Fischetti Chicago Pet Video 5. Video  Reasons to do video:  The truth is that online video marketing is: ▪ Fairly inexpensive (and thus quite affordable to many businesses) ▪ Online videos will always accessible to consumers and prospects for a long time, thus, they are cost-effective
    20. 20. Andrea Fischetti Chicago Pet Video 5. Video  Reasons to do video (cont’d) :  Search Engine Optimization (more hits to your site)  Increased stay on your site  Increased sales  Increased customer satisfaction  Decreased product returns  Video can be incorporated into all of the marketing channels mentioned today!
    21. 21. Andrea Fischetti Chicago Pet Video  Make video that is:  Engaging  Enjoyable to watch  Customers will comment on  Customers will share  Can optimize traffic  Good return on investment
    22. 22. Andrea Fischetti Chicago Pet Video  #1: Identify your audience  Who is your audience?  What does your audience want?  What will your audience share?  What will keep them coming back?  What audience do you want?  #2: What is the message you want to send?  DIYers
    23. 23. Andrea Fischetti Chicago Pet Video  #3: Don’t forget a call to action  #4: Length  As video length goes up, viewership goes down  Multiple, shorter videos is better  #5: Engaging and Interactive  Make sure the first few seconds are very compelling
    24. 24. Andrea Fischetti Chicago Pet Video  Video #1
    25. 25. Andrea Fischetti Chicago Pet Video  Video #2
    26. 26. Andrea Fischetti Chicago Pet Video  Video #3
    27. 27. Andrea Fischetti Chicago Pet Video  Video #4
    28. 28. Andrea Fischetti Chicago Pet Video  Video #5
    29. 29. Andrea Fischetti Chicago Pet Video 1. Consider your audience 2. Watch your stats – what is popular? 3. Be on the lookout for things that are new, informative, and interesting
    30. 30. Andrea Fischetti Chicago Pet Video  Why Is Visual Content Important?  Internet Marketing 101  Website & SEM  Social Media  Advanced Topics  Email / Newsletter  Blog  Spotlight on Video Marketing  Take Home Tips
    31. 31. Andrea Fischetti Chicago Pet Video  Questions?
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