7 Essential Stages to a Total Online Presence

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Best selling author John Jantsch explains how to view the various moving parts of online marketing as a total integrated system including content, SEO, email, social media, online advertising, mobile, location, analytics and conversion.

7 Essential Stages to a Total Online Presence

  1. 1. 7 Stages of a Total Online Presence John Jantsch Duct Tape Marketing @ducttape | #dtmTOP@ducttape | #dtmTOP
  2. 2. Goals • Introduce you to the TOP point of view • Give you current thinking • Add some tips for each • Reveal some favorite resources • Introduce you to the TOP Course@ducttape | #dtmTOP
  3. 3. Meet the stages • Content platform • Organic SEO • Email marketing • Social media marketing • Online advertising • Mobile and location • Analytics and conversion@ducttape | #dtmTOP
  4. 4. Content platform • Listening • Research • Blogging • Lead capture • Landing pages • Amplify@ducttape | #dtmTOP
  5. 5. Listening • Customers – Twitter Lists • Journalists – Google Alerts • Influencers - Alltop • Competitors – Twitter Search • Industry – Quora Feeds • Blogs – Google Reader@ducttape | #dtmTOP
  6. 6. Blogging • Body of work • Chapters/repurpose • Plugins • Related content • Sociable • SEO from Yoast • Amplify@ducttape | #dtmTOP
  7. 7. Lead capture • eBook, tip sheet, how to • Filetype: pdf • ESPs form tool • Pop up – Pippity • Feature - WPTheme@ducttape | #dtmTOP
  8. 8. Organic SEO • Listening • Keywords • Factors • Toolbox • Backlinks • Local@ducttape | #dtmTOP
  9. 9. SEO simplified • Keyword optimization • Content creation • Authority@ducttape | #dtmTOP
  10. 10. Listening revisited • Compete • Seomoz Toolbar • KeywordSpy • SEO Book • SearchStatus • SpyFu@ducttape | #dtmTOP
  11. 11. Local focus • Local pages/content • Local profiles – Google+Local • Local citations – getlisted.org, UBL • Ratings and reviews • Local groups – MeetUp, LinkedIn@ducttape | #dtmTOP
  12. 12. Email marketing • ESP • Lead capture • Newsletter • Campaigns@ducttape | #dtmTOP
  13. 13. ESP tools • Form builders • Autoresponders • Segmented lists • Click based actions • Templates • Events • Social integration@ducttape | #dtmTOP
  14. 14. ESP recommendations • Aweber • Infusionsoft • MailChimp • Constant Contact • Vertical Response@ducttape | #dtmTOP
  15. 15. Email plan • Use ESP list building tools • Landing page/every page • Create series/bait • Consider attention grabbers • Integrate • Promote your bait • Add newsletter@ducttape | #dtmTOP
  16. 16. Total Online Presence Program overview • 6 live lessons • Complete online portal • Resources/action plans • Real time updates • Live QandA • ducttapemarketing.com/total-online-presence@ducttape | #dtmTOP
  17. 17. Social media marketing • Strategy before tactics • Google+, Facebook, LinkedIn, Twitter • Integration • Toolbox@ducttape | #dtmTOP
  18. 18. Google+ Best Practices • Build a full profile • Claim your +Local (Place) page • Promote with “+1” button • Focus on small Circles • Use images and videos • Comment with +name • Hangouts on Air (YouTube)@ducttape | #dtmTOP
  19. 19. Toolbox • Tweetdeck • Google Reeder • Buffer • Su.pr (Stumble Upon) • Sociable plugin@ducttape | #dtmTOP
  20. 20. Online advertising • Strategy before tactics • Landing pages • AdWords basics • AdWords advanced • Online to Offline@ducttape | #dtmTOP
  21. 21. AdWords tips • Beware of broad matching • Sit out Content Network for now • Use narrow ad groups • Define Your “Negative” Keywords • Consider “Remarketing”@ducttape | #dtmTOP
  22. 22. O2O advertising • Google Adwords • Google Mobile • Facebook targeting • Landing pages@ducttape | #dtmTOP
  23. 23. Use online to drive offline • Free workshop • Click to call/chat • Schedule now • Contest • Directions@ducttape | #dtmTOP
  24. 24. Mobile and location • Mobile now • Mobile future • Location service@ducttape | #dtmTOP
  25. 25. Mobile friendly web • WPTouchPro • Responsive Theme • goMobi • Emulator howtogomo.com • Click to chat@ducttape | #dtmTOP
  26. 26. Mobile ads • Call to action • Google Mobile ads • Facebook Mobile ads • Yelp Mobile ads • Mobile messaging CallFire, Trumpia@ducttape | #dtmTOP
  27. 27. Analytics and conversion • Basic analytics • Conversion funnels • A/B testing • Engagement tools • Conversion tools@ducttape | #dtmTOP
  28. 28. Conversion funnels • Create goal • Build funnel • Optimize landing pages • Integrate A/B testing • Measure and fix@ducttape | #dtmTOP
  29. 29. Conversion tools • Avinash Kaushik (kaushik.net) • fivesecondtest.com • ClickTale • 4Q survey tool • UserTesting.com@ducttape | #dtmTOP
  30. 30. Total Online Presence Program overview • 6 live lessons • Complete online portal • Resources/action plans • Real time updates • Live QandA • ducttapemarketing.com/total-online-presence@ducttape | #dtmTOP

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