Taking Off With Digital Marketing


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Turn your Website and other digital properties into lead and sales generators. Get sophisticated with your digital marketing efforts by using your online tools to engage customers, build stronger relationships, measure results and, in turn, boost sales.

You’ll learn how to harness the power of:

• Web Analytics

• Search Engine Optimization

• Social Media (Facebook, Twitter, YouTube)

• Content Management Systems

• Pay Per Click

• E-newsletters

Your presenter:

Brad W. Kostka is senior vice president of Roop & Co. Public Relations. Kostka’s experience includes strategic, marketing, interactive, and crisis communication; media, investor and employee relations; and event planning and management. He counsels organizations ranging from global, publicly-traded corporations to local start-ups. Kostka is past president of the Greater Cleveland Chapters of the Public Relations Society of America and the International Association of Business Communicators. Kostka is also an adjunct professor at Baldwin-Wallace College where he teaches public relations and persuasion.

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  • Must be two way Listen to your audience
  • Awareness - The individual is simply aware your organization/products/services exist. Interest - The individual wants more information. He/she begins to wonder if your offerings can help them. Evaluation - The individual mentally examines the offerings using the information gathered, trying to determine whether it will really impact them in a meaningful way. Trial - The individual actually tests the offering to see if reality matches expectations. Adoption - The individual likes the offering and adopts it wholeheartedly.
  • (source:wikipedia.org)
  • Goals – awareness, interest, adoption/action = sales, leads, funding, customer service Who – who are your primary audiences – customers, prospects, employees, suppliers Where – Facebook, blogs, industry web sites Resources – money, people and time Begin – answering above will help, take baby steps, prioritize and build
  • Ought to be measurable - $ or % change Deadlines – date Target audience
  • SEO - The process of improving the volume or quality of traffic to your site from search engines via "natural" or un-paid search results. (source:wikipedia.com) Pay Per Click - Advertisers pay only when their ad is clicked. (source:wikipedia.com) Banner advertising – paid web advertisements that link back to your web site
  • Content is king See uses of Ohio and aerospace Search engines only “see” text, not images Images have tags that can be SEO (e.g. Ask Mike image)
  • HTML behind the scenes Description Keywords
  • URL – no keywords, maybe get alternate URL using keywords Page title – no keywords, change to include keywords Keyword tools: wordtracker, wordstream – identify most used search terms Link backs – links to and within site on keywords
  • Online classified ads Targeted to search terms Usually appear on top and/or right hand side of search engines and some web sites Can set budget Pay only for clicks Cost based on popularity of terms Example: algae biofuels – PPC links – Bio World Congress, Algae Growth Chambers, Biodiesel
  • Paid ads Example: Military & Aerospace Electronics Valuable based on where your audience goes online Link back to your site = measurable
  • Blogs - A Web site usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. (source:wikipedia.com) Twitter - A real-time information network that lets you share and discover what’s happening now. It asks “what’s happening” and makes the answer spread across the globe to millions, immediately. (source:twitter.com) Webcast - Web-based broadcast of a presentation LinkedIn - An interconnected network of experienced professionals from around the world, representing 150 industries and 200 countries. (source:LinkedIn.com)
  • Example – Aerospace e-business Author profile – 15 yrs, demonstrates expertise Using Twitter, LinkedIn Keywords – aerospace, social media, twitter Promote consulting services
  • NASA Twitter 269,432 followers Links to other social media Comments on Obama – building case for continued support
  • UK company – National Instruments On right “Meet your Experts in Military and Aerospace” Links to presentations
  • Aerospace consultant Denver Shows credentials/expertise Links also – for SEO
  • E Newsletter - An HTML email that allows companies to disperse corporate announcements, press releases, product launches, coupons, and much more to clients. (source:hudsonhorizons.com) Facebook- Keep up with friends, upload an unlimited number of photos, share links and videos, and learn more about the people they meet. (source:facebook.com)
  • hiVelocity – online news source, sponsored by Ohio Means Jobs (state of Ohio) E-news to push information, proactive Drives traffic to web site Measurable (see later)
  • Example – Boeing Facebook fan site Wall – most recent comments, discussion, sharing Members – 4,452
  • Info page Description Contact Links Keywords (measurable) – metrics within Facebook, web metrics back to Facebook
  • Discussion Interactive, 2-way communication Internships Careers New Boeing 787 – valuable feedback, unfiltered
  • Google Yahoo Track updates across the Internet for news, web site changes, blog posts, etc. Can be emailed Stored on web page
  • RSS Requires reader/aggregator Most browsers, MS Outlook See logo – can subscribe – receive news as it happens
  • Many web sites use this - free There are other options Example – spike for trade show and other offline efforts, also for emails, ads, etc. Visitors Page views Track month vs. month, vs. prior year’s month, etc.
  • Direct – typed in URL Referring – other sites Search engines – Google, Yahoo, etc. Most used keywords – getting the ones you want?
  • Most viewed pages Path through site – funneling to conversion (sale, download, contact)
  • Delivered – 5,619 Opened – 3,475 Clicks - 642 Forwards - 4 New subscribers – 1
  • Taking Off With Digital Marketing

    1. 1. Friday • February 19 • 2010 PRESENTED BY: Brad W. Kostka Senior Vice President
    2. 2. Communication Process
    3. 3. Persuasive Process <ul><li>Awareness </li></ul><ul><li>Interest </li></ul><ul><li>Evaluation </li></ul><ul><li>Trial </li></ul><ul><li>Adoption </li></ul>
    4. 4. Digital Marketing <ul><li>Promoting your company, products or services through the internet, mobile or other interactive channels. </li></ul><ul><li>Apply the same rules with digital marketing that you use with other forms of communication. </li></ul>
    5. 5. To reach your audiences – Be there. <ul><li>Americans 18 and older spent an average of 13 hours a week online, excluding time spent checking e-mail. </li></ul><ul><ul><li>The Harris Poll </li></ul></ul><ul><li>As of June 2009, approximately 1.67 billion people worldwide use the Internet. </li></ul><ul><ul><li>Miniwatts Marketing Group </li></ul></ul>
    6. 6. To reach your audiences – Be there. <ul><li>33% of our media consumption is on the Web </li></ul><ul><ul><li>Pew Research Foundation, 2009 </li></ul></ul><ul><li>50% of online time entails social media </li></ul><ul><ul><li>Pew Research Foundation, 2009 </li></ul></ul>
    7. 7. Your audiences expect your participation. <ul><li>93% of Americans believe a company should have a presence on social media sites </li></ul><ul><ul><li>Cone Business in Social Media Study, 2009 </li></ul></ul><ul><li>85% believe these companies should use these services to interact with consumers </li></ul><ul><ul><li>Cone Business in Social Media Study, 2009 </li></ul></ul>
    8. 8. Communicate & Participate <ul><li>Does your company use… </li></ul><ul><ul><li>… Blog? </li></ul></ul><ul><ul><li>… Facebook? </li></ul></ul><ul><ul><li>… Twitter? </li></ul></ul><ul><ul><li>… Webcasts? </li></ul></ul><ul><ul><li>… YouTube? </li></ul></ul><ul><ul><li>… E-newsletter? </li></ul></ul><ul><ul><li>… Content Management System (CMS)? </li></ul></ul><ul><ul><li>… Pay Per Click? </li></ul></ul><ul><ul><li>… Banner advertising? </li></ul></ul><ul><ul><li>… Search Engine Optimization (SEO)? </li></ul></ul>
    9. 9. Listen & Measure <ul><li>Does your company use… </li></ul><ul><ul><li>… News alerts? </li></ul></ul><ul><ul><li>… RSS feeds? </li></ul></ul><ul><ul><li>… E-mail analytics? </li></ul></ul><ul><ul><li>… Web analytics? </li></ul></ul>
    10. 10. How to “Take Off” <ul><li>Start by answering 5 simple questions… </li></ul><ul><ul><li>What are my goals? </li></ul></ul><ul><ul><li>Who do I want to reach? </li></ul></ul><ul><ul><li>Where are they online? </li></ul></ul><ul><ul><li>What are my resources? </li></ul></ul><ul><ul><li>Where do I begin? </li></ul></ul>
    11. 11. What are your goals? <ul><li>Communication objectives… </li></ul><ul><ul><li>Increase Web traffic </li></ul></ul><ul><ul><li>Be an expert </li></ul></ul><ul><ul><li>Build relationships </li></ul></ul><ul><li>… impact business goals </li></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Funding </li></ul></ul><ul><ul><li>Customer/employee relations </li></ul></ul>
    12. 12. Do you want to increase Web traffic? <ul><li>Search Engine Optimization </li></ul><ul><li>Pay Per Click </li></ul><ul><li>Banner Advertising </li></ul>
    13. 13. Search Engine Optimization
    14. 14. Search Engine Optimization - Content
    15. 15. Search Engine Optimization - Keywords
    16. 16. Search Engine Optimization – URL, Title
    17. 17. Pay Per Click
    18. 18. Banner Advertising
    19. 19. Be an expert? <ul><li>Blog </li></ul><ul><li>Twitter </li></ul><ul><li>Webcasts </li></ul><ul><li>LinkedIn </li></ul>
    20. 20. Blogs
    21. 21. Twitter
    22. 22. Webcasts
    23. 23. LinkedIn
    24. 24. Build relationships? <ul><li>E-newsletter </li></ul><ul><li>Facebook </li></ul>
    25. 25. E-newsletter
    26. 26. Facebook
    27. 27. Facebook
    28. 28. Facebook
    29. 29. It’s all set up! Now what? <ul><li>Listen </li></ul><ul><ul><li>News alerts </li></ul></ul><ul><ul><li>RSS feeds </li></ul></ul><ul><li>Measure </li></ul><ul><ul><li>E-mail analytics </li></ul></ul><ul><ul><li>Web analytics </li></ul></ul>
    30. 30. News Alerts
    31. 31. RSS – Really Simple Syndication
    32. 32. Google Analytics – Visits, Pageviews
    33. 33. Google Analytics – Sources, Keywords
    34. 34. Google Analytics - Content
    35. 35. E-mail Analytics
    36. 36. Now you are off the ground! <ul><li>Just by answering 5 simple questions… </li></ul><ul><ul><li>What are my goals? </li></ul></ul><ul><ul><li>Who do I want to reach? </li></ul></ul><ul><ul><li>Where are they online? </li></ul></ul><ul><ul><li>What are my resources? </li></ul></ul><ul><ul><li>Where do I begin? </li></ul></ul><ul><li>Next? </li></ul><ul><ul><li>Measure </li></ul></ul><ul><ul><li>Keep the conversation going </li></ul></ul>
    37. 37. Questions? <ul><li>Contact : </li></ul><ul><ul><li>Brad Kostka </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>216.902.3800 </li></ul></ul><ul><ul><li>www.roopco.com </li></ul></ul><ul><ul><li>www.facebook.com/roopco </li></ul></ul><ul><ul><li>www.twitter.com/roopco </li></ul></ul>