Idaho Steelheads digital marketing overview - UltraClean Smokeout - Chad Connally, Drake Cooper

UltraCleanSmokeOut Luncheon 11-16-2010

HELLO.

Chad ConnallyDigital StrategistDrake Cooperwww.drakecooper.com

DIGITAL PLAYBOOK FOR SMALL BUSINESS
..featuring the Idaho Steelheads.

1 /// Digital Marketing
2 /// Websites
3 /// Search
AGENDA
4 /// Database Marketing
4 /// Social Media

How is digital marketing different than traditional marketing?

It’s not.

The difference is the focus.
ONLINE CONSUMER

Digital Marketing is about people who use the internet, more specifically about people INFLUENCED by the internet.

The world has changed and there are many more brand touch points than ever before.

What does the digital landscape look like in 2010?

Fast Exposure
Interaction
High Emotion/Entertainment
ThoughtLeadership
ViralMarketing
Social Networking
Article Marketing
Video
Conversation & Thought Leadership
Traffic
Affiliate
Marketing
Blogs
website
Online Advertising
SEO
Awareness
& Traffic
Traffic
Online Public Relations
SEM
Podcasting
RSS
Traffic
Coverage
Passion
Traffic

3 STEPS TO DIGITAL SUCCESS
Objectives, Audience, Constraints
Strategy
Tactics

Idaho Steelheads Core Objectives
Create outbound marketing
Establish as a leader in family entertainment
Lead generation
Increase tickets sales
Cross promote with the arena and hotel

DIGITAL STRATEGY
Using the internet not just as a technological tactical tool, but as as strategic communication powerhouse to drive sales and your customer relationships.
It’s not technology that is important.
It’s what technology allows us to do:communicate better.

Where do you put your focus?

Remember this:

Fast Exposure
Interaction
High Emotion/Entertainment
ThoughtLeadership
ViralMarketing
Social Networking
Article Marketing
Video
Conversation & Thought Leadership
Traffic
Affiliate
Marketing
Blogs
website
Online Advertising
SEO
Awareness
& Traffic
Traffic
Online Public Relations
SEM
Podcasting
RSS
Traffic
Coverage
Passion
Traffic

WEBSITE

YOUR WEBSITE SHOULD:
1. Act as your “Digital Hub”
2. Inform and engage
3. Contribute to your bottom line

WEBSITE CHECKLIST
The website should be the digital hub of your online strategy.
It should be dynamic, interactive, engaging and vibrant.
Intuitive and clean navigation
Employs compelling and regularly updated content Relevant industry news New product offerings Engaging educational information
Incorporates tools that allow users to contribute in a two-way communication
Easily sharable (personal blogs, twitter, facebook, and any other social networking items)
Lead generator for current and prospective customers

SEARCH

Qualified traffic heading to your website from this box….

WHY IS SEARCH IMPORTANT?
1. Search engines drive a highly qualified audience who is specifically interested in what you have to offer
2. Many people don’t look beyond the first couple of results pages
3. Organic search results are perceived as being more credible
4. Increases traffic to your website (more leads)

If your website isn’t visible on search engines,
it isn’t visible to your potential customers.

SIMPLE ONSITE SEO
1. Select relevant keyword or keyphrase
2. Make sure content only relates to that keyphrase
3. Use in your page name
4. Use in your title
5. Use in your header tag <h1>
6. Monitor with Analytics

SEO CHECKLIST
Write engaging, relevant content for people, not machines
Target no more than 1 or 2 words per page
Selectively distribute your content to relevant and reputable outlets
Be consistent and continually optimize
Don’t expect overnight results

DATABASEMARKETING

A major goal of your digital strategy should be to build a customer database for further marketing.

22,000+
SUBSCRIBERS

Use Drip Marketing.

SOCIAL NETWORKING

Social networking is for communication, not marketing.

Social networking is about relationships.
Your online relationships must be GENUINE, REAL, and AUTHENTIC.

FACEBOOK
Tactical Ideas
• Ask open-ended questions
• Create more ‘real time’, interesting & engaging photo albums: let fans upload their photos
• Stream blog posts
• Link to industry articles
• Post/stream job openings
• Create additional ‘tabs’ w/product portfolio

FACEBOOK CHECKLIST
Title: Add descriptive keyword rich text.
Info tab: Add twitter, youtube and linkedin group urls
Photos tab: Use Flickr and bring in photos from it.
Set a default tab– use FBML to showcase product portfolio. Add follow us on social media channels here as well.
Sidebar: Add call to action such as “ request info” or download application packet”
Use a urlshortener ( such as “bit.ly”) to track clicks
You can setup tabs for RSS feeds, Twitter, Flickr, etc. SEO note: Group pages are NOT indexed by external search engines. Groups cannot host external applications. Pages are typically better for brands.

MOBILE

TABLETS
46,000 ipads are sold each day.

QR-CODES
TABLETS

NEW OPPORTUNITIES

http://delicious.com/chadconnally/

blog.drakecooper.com

THANK YOU.
blog.drakecooper.com
delicious.com/chadconnallytwitter.com/chadconnally
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Idaho Steelheads digital marketing overview - UltraClean Smokeout - Chad Connally, Drake Cooper

by chadconnally on Nov 17, 2010

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