IRBA interactive marketing workshop

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A comprehensive overview of marketing in the interactive realm of the world wide web. The workshop covers evaluating and organizing your content. Shaping your marketing message. Deploying your content …

A comprehensive overview of marketing in the interactive realm of the world wide web. The workshop covers evaluating and organizing your content. Shaping your marketing message. Deploying your content on your own web site as the hub of your company's publishing hub. Optimizing and strategizing for effective search results. Establishing a presence and effectiveness in social media. Web video principles, Email marketing strategy and mobile web sites. Whew!

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  • 1. Joe Smith designer, developerDownload this presentation from
  • 2. IntroductionsElevator Speech
  • 3. ContentFor Interactive Evaluate It Shape It Organize It Searchable ItSocial Media It Email It Mobile It Video It
  • 4. Content is King Why? Sticky Search Search Re-usableFollowable Search Search Relatable Search
  • 5. Companies have become their own media outlet
  • 6. Your Current Content Take a web inventory Text contentTitle ImagesButt on Title Forms Met a Title n G raphics scriptio Meta De
  • 7. Weed OutRedundantOut-of-date Trivial UnclearInaccurate
  • 8. Other Sources of Content News releases Media Mentions Your Locations Key Players Printed Materials Products & Services
  • 9. Questions aboutcontent evaluation?
  • 10. Effective Content Creation Identify what prospects want Not what you think they needPeople are thinking about solving problems Not about trees.
  • 11. Ideal Customer First Name Gender Age Neighborhood Family Situation Job & Salary Own a petConservative, Moderate or Liberal Car
  • 12. Ideal Customer’s Lifestyle What are their fears? What do they get from you? What are their biggest dreams? What are their nightmares? What proof do you have? Write a letter Write an article.
  • 13. Questions aboutcontent creation?
  • 14. Menu Driven Organization HomeAbout Us Locations News Products “New Red Up Town Widget Regular Arrives” “United Way West Hills Donations Deluxe Delivered” “Summer Hours South Gate Start Saturday” Pro
  • 15. Content Management Systems Uses Organize your content Update content at any time Search engine bait Custom content like images and video
  • 16. Content Management Systems
  • 17. Custom CMS Flexible designComplete integration Simpler usability
  • 18. Home Menu as Message Above the ‘fold’ Story after the ‘fold’Home is not for everything Start with simplest
  • 19. Questions about ContentManagement & Organization?
  • 20. Search
  • 21. Good SearchStarts with good content
  • 22. Searchable Text Page Titles Meta Descriptions alt you images<h1>Headline</h1> Avoid text in images Avoid framesets
  • 23. SearchUse HTML5 for media
  • 24. Search Link Seeding Relevant Links Reciprocal Links Social Media
  • 25. Pay Per Click
  • 26. Questions about Search?
  • 27. Social MediaGather Followers Expert Tips News Specials
  • 28. Social MediaConversation with Customers Conversation Starters Encourage Responses Respond
  • 29. Social Media Outletsfacebook Twitter Google+ YouTube LinkedIn Yelp! foursquare
  • 30. Social Media Facebook Make a company pageCreate local business pages Enter your location Create a “Like Me” page Give reasons why to like Update status weekly Use URLs in posts
  • 31. Social Media Twitter Get an account Brand your pageFollow related people and businesses Tweet 4 times a week Use shortened URLs in posts
  • 32. Social Media Google+ Don’t use your personal gmailCreate a business gmail account Make a business page Register locations Add people to your circles Post weekly updates
  • 33. Social Mediafacebook Google+ Yelp! foursquare Add your location to all of these Enter descriptions Upload photos
  • 34. Questions about Social Media?
  • 35. Video Attention grabber Immersive. Don’t do crappy video Use a tripod, please Less than 3 minutesHost videos on YouTube or Vimeo
  • 36. Email Marketing Michelle Kimball
  • 37. Email Marketing Is…delivering professional email communications to an interested audience containing information they find valuable.
  • 38. Email Service Providers automate best practices Provide easy-to-use templates Reinforce brand identity Email addressed to recipient only Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribesImproves email delivery, tracks results and obeys the law
  • 39. Build Your List Where You Connect!Service or Sales CallsEvents and MeetingsEmail Signature Customer & Prospect DatabaseIn-store Guest BookWebsite Signup
  • 40. I want to… Promote Motivate purchasesIncrease event attendance InformInform potential customers Differentiate my business Relate Increase loyalty Encourage more referrals
  • 41. Provide Value to Your AudiencePromotional Email Discounts, coupons, offers, incentives. Relational Email Special privileges, acknowledgement Informative Email Advice, research, facts, opinions, tips savings quality knowledge
  • 42. Determine Appropriate Format Newsletters Frequency: Regular i.e. monthly / weeklyLots of educational content (typically non-promotional) Use bullets, summarize information, be concise Promotions / Invitations / SurveysFrequency: Depends on your business and sales cycle Focus on promotion / limited content Use content to invite click-through or other action= Announcements Frequency: Event-driven Press releases, holiday greetings, thank you cards… Use content to build deeper relationships
  • 43. Frequency & Delivery Time How often to send Create a master scheduleInclude frequency in online sign-up “Monthly Newsletter”Keep content concise and relevant to planned frequency
  • 44. Frequency & Delivery Time When to sendWhen is your audience most likely to read it? Day of week (Tuesday & Wednesday) Time of day (10am to 3pm) Test for timing Divide your list into equal partsSend at different times and compare results
  • 45. Getting Email Opened The “From” line Use a name your audience recognizesInclude your organization name or brandRefer to your business in the same way your audience does
  • 46. Mobile Detect mobile device Go to a separate site Some of the same contentFormat to look good on tiny screens Use location service
  • 47. Questions?