7 Stages to a Total Online Presence

1,387 views
1,289 views

Published on

Published in: Business
1 Comment
4 Likes
Statistics
Notes
No Downloads
Views
Total views
1,387
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
52
Comments
1
Likes
4
Embeds 0
No embeds

No notes for slide

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

×