7 Stages of a Total     Online Presence                      John Jantsch                      Duct Tape Marketing        ...
Meet the stages          •   Content platform          •   Organic SEO          •   Email marketing          •   Social me...
@ducttape | #dtmTOP
Content platform          •   Listening          •   Research          •   Blogging          •   Lead capture          •  ...
Listening          •   Customers – Twitter Lists          •   Journalists – Google Alerts          •   Influencers - Allto...
Publishing          • Body of work          • Chapters/repurpose          • Plugins              • Related content        ...
Lead capture          •   eBook, tip sheet, how to          •   Filetype: pdf          •   ESPs form tool          •   Pop...
Landing pages anatomy                      •   Headline                      •   Image/video                      •   Bull...
@ducttape | #dtmTOP
Organic SEO          •   Listening          •   Keywords          •   Factors          •   Toolbox          •   Backlinks ...
SEO in 3 steps           1. Research           2. Optimize           3. Network@ducttape | #dtmTOP
Listening revisited          •   Compete          •   Seomoz Toolbar          •   KeywordSpy          •   SEO Book        ...
Connect - links and social           •   Great content           •   Network           •   Share OPC           •   Guest c...
Local focus          •   Local pages/content          •   Local profiles – Google+Local          •   Local citations – get...
Email marketing          •   ESP          •   Lead capture          •   Newsletter          •   Campaigns@ducttape | #dtmTOP
ESP tools          •   Form builders          •   Autoresponders          •   Segmented lists          •   Click based act...
ESP recommendations          •   Aweber          •   Infusionsoft          •   MailChimp          •   Constant Contact    ...
List building tips          •   Useful, valuable, easy          •   Address privacy          •   Show samples, sell it    ...
Email plan          •   Use ESP list building tools          •   Landing page/every page          •   Create series/bait  ...
@ducttape | #dtmTOP
Social media marketing          • Strategy before tactics          • Google+, Facebook,            LinkedIn, Twitter      ...
Why social media?          • Follow up with prospects          • Stay top of mind with customers          • Keep up on you...
The networks          • LinkedIn          • Facebook          • Google+          • Twitter@ducttape | #dtmTOP
Google+ Best Practices          • Build a full profile          • Claim your +Local (Place) page          • Promote with “...
@ducttape | #dtmTOP
Some to watch          • Pinterest          • The Fancy          • Slideshare          • Instagram@ducttape | #dtmTOP
Toolbox           • Tweetdeck           • Google Reeder           • Buffer           • Sociable plugin@ducttape | #dtmTOP
Online advertising          •   Strategy before tactics          •   Landing pages          •   AdWords basics          • ...
PPC Basics          •   Testing conversion for pennies          •   Ads, keywords, landing pages = quality          •   Ke...
AdWords tips          •   Beware of broad matching          •   Sit out Content Network for now          •   Use narrow ad...
Alternative networks          • Reddit ads – www.reddit.com/ad_inq          • YouTube Video Targeting –            www.you...
Mobile and location          • Mobile now          • Mobile future          • Location service@ducttape | #dtmTOP
Mobile friendly web          • WPTouchPro          • Responsive Theme          • goMobi          • Emulator            how...
Mobile ads          • Call to action          • Google Mobile ads          • Facebook Mobile ads          • Yelp Mobile ad...
Analytics and conversion          •   Basic analytics          •   Conversion funnels          •   A/B testing          • ...
Analytics set-up          •   Google.com/analytics          •   Create account          •   Install code (Admin/Tracking I...
Conversion funnels          •   Create goals - Admin          •   Build funnel          •   Optimize landing pages        ...
Conversion tools          •   Avinash Kaushik (kaushik.net)          •   fivesecondtest.com          •   ClickTale        ...
Total Online Presence      Program overview          •   6 live lessons          •   Complete online portal          •   R...
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7 Stages to a Total Online Presence

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7 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. Meet the stages • Content platform • Organic SEO • Email marketing • Social media marketing • Online advertising • Mobile and location • Analytics and conversion@ducttape | #dtmTOP
  3. 3. @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. Publishing • 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. Landing pages anatomy • Headline • Image/video • Bullet benefits • Capture • Call to action • Trust@ducttape | #dtmTOP
  9. 9. @ducttape | #dtmTOP
  10. 10. Organic SEO • Listening • Keywords • Factors • Toolbox • Backlinks • Local@ducttape | #dtmTOP
  11. 11. SEO in 3 steps 1. Research 2. Optimize 3. Network@ducttape | #dtmTOP
  12. 12. Listening revisited • Compete • Seomoz Toolbar • KeywordSpy • SEO Book • SearchStatus • SpyFu@ducttape | #dtmTOP
  13. 13. Connect - links and social • Great content • Network • Share OPC • Guest content • Comment • Social profiles • Press releases@ducttape | #dtmTOP
  14. 14. Local focus • Local pages/content • Local profiles – Google+Local • Local citations – getlisted.org, UBL • Ratings and reviews • Local groups – MeetUp, LinkedIn@ducttape | #dtmTOP
  15. 15. Email marketing • ESP • Lead capture • Newsletter • Campaigns@ducttape | #dtmTOP
  16. 16. ESP tools • Form builders • Autoresponders • Segmented lists • Click based actions • Templates • Events • Social integration@ducttape | #dtmTOP
  17. 17. ESP recommendations • Aweber • Infusionsoft • MailChimp • Constant Contact • Vertical Response@ducttape | #dtmTOP
  18. 18. List building tips • Useful, valuable, easy • Address privacy • Show samples, sell it • Use advertising FB/Solo swap • Feature box/smart pop up • Cobranded content • Thank you page trade@ducttape | #dtmTOP
  19. 19. 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
  20. 20. @ducttape | #dtmTOP
  21. 21. Social media marketing • Strategy before tactics • Google+, Facebook, LinkedIn, Twitter • Integration • Toolbox@ducttape | #dtmTOP
  22. 22. Why social media? • Follow up with prospects • Stay top of mind with customers • Keep up on your industry • Provide customer service • Develop partner network@ducttape | #dtmTOP
  23. 23. The networks • LinkedIn • Facebook • Google+ • Twitter@ducttape | #dtmTOP
  24. 24. 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
  25. 25. @ducttape | #dtmTOP
  26. 26. Some to watch • Pinterest • The Fancy • Slideshare • Instagram@ducttape | #dtmTOP
  27. 27. Toolbox • Tweetdeck • Google Reeder • Buffer • Sociable plugin@ducttape | #dtmTOP
  28. 28. Online advertising • Strategy before tactics • Landing pages • AdWords basics • AdWords advanced • Online to Offline@ducttape | #dtmTOP
  29. 29. PPC Basics • Testing conversion for pennies • Ads, keywords, landing pages = quality • Keyword bidding - 7500 • Search and content network • Geography • Multiple ads • Budget@ducttape | #dtmTOP
  30. 30. AdWords tips • Beware of broad matching • Sit out Content Network for now • Use narrow ad groups • Define Your “Negative” Keywords • Consider “Remarketing”@ducttape | #dtmTOP
  31. 31. Alternative networks • Reddit ads – www.reddit.com/ad_inq • YouTube Video Targeting – www.youtube.com/t/advertising_video_ targeting • StumbleUpon Paid Discovery – www.stumbleupon.com/pd/@ducttape | #dtmTOP
  32. 32. Mobile and location • Mobile now • Mobile future • Location service@ducttape | #dtmTOP
  33. 33. Mobile friendly web • WPTouchPro • Responsive Theme • goMobi • Emulator howtogomo.com • Click to chat@ducttape | #dtmTOP
  34. 34. Mobile ads • Call to action • Google Mobile ads • Facebook Mobile ads • Yelp Mobile ads • Mobile messaging CallFire, Trumpia • Short codes@ducttape | #dtmTOP
  35. 35. Analytics and conversion • Basic analytics • Conversion funnels • A/B testing • Engagement tools • Conversion tools@ducttape | #dtmTOP
  36. 36. Analytics set-up • Google.com/analytics • Create account • Install code (Admin/Tracking Info) • Integrate • AdWords • Webmaster Tools@ducttape | #dtmTOP
  37. 37. Conversion funnels • Create goals - Admin • Build funnel • Optimize landing pages • Integrate A/B testing • Experiments • Measure and fix@ducttape | #dtmTOP
  38. 38. Conversion tools • Avinash Kaushik (kaushik.net) • fivesecondtest.com • ClickTale • 4Q survey tool • UserTesting.com@ducttape | #dtmTOP
  39. 39. Total Online Presence Program overview • 6 live lessons • Complete online portal • Resources/action plans • Real time updates • Live QandA • www.ducttapemarketing.com/total-online-presence-beta@ducttape | #dtmTOP
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