7 Stages to a Total Online Presence

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  • 1. 7 Stages of a Total Online Presence John Jantsch Duct Tape Marketing @ducttape | #dtmTOP@ducttape | #dtmTOP
  • 2. Meet the stages • Content platform • Organic SEO • Email marketing • Social media marketing • Online advertising • Mobile and location • Analytics and conversion@ducttape | #dtmTOP
  • 3. @ducttape | #dtmTOP
  • 4. Content platform • Listening • Research • Blogging • Lead capture • Landing pages • Amplify@ducttape | #dtmTOP
  • 5. Listening • Customers – Twitter Lists • Journalists – Google Alerts • Influencers - Alltop • Competitors – Twitter Search • Industry – Quora Feeds • Blogs – Google Reader@ducttape | #dtmTOP
  • 6. Publishing • Body of work • Chapters/repurpose • Plugins • Related content • Sociable • SEO from Yoast • Amplify@ducttape | #dtmTOP
  • 7. Lead capture • eBook, tip sheet, how to • Filetype: pdf • ESPs form tool • Pop up – Pippity • Feature - WPTheme@ducttape | #dtmTOP
  • 8. Landing pages anatomy • Headline • Image/video • Bullet benefits • Capture • Call to action • Trust@ducttape | #dtmTOP
  • 9. @ducttape | #dtmTOP
  • 10. Organic SEO • Listening • Keywords • Factors • Toolbox • Backlinks • Local@ducttape | #dtmTOP
  • 11. SEO in 3 steps 1. Research 2. Optimize 3. Network@ducttape | #dtmTOP
  • 12. Listening revisited • Compete • Seomoz Toolbar • KeywordSpy • SEO Book • SearchStatus • SpyFu@ducttape | #dtmTOP
  • 13. Connect - links and social • Great content • Network • Share OPC • Guest content • Comment • Social profiles • Press releases@ducttape | #dtmTOP
  • 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. Email marketing • ESP • Lead capture • Newsletter • Campaigns@ducttape | #dtmTOP
  • 16. ESP tools • Form builders • Autoresponders • Segmented lists • Click based actions • Templates • Events • Social integration@ducttape | #dtmTOP
  • 17. ESP recommendations • Aweber • Infusionsoft • MailChimp • Constant Contact • Vertical Response@ducttape | #dtmTOP
  • 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. 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. @ducttape | #dtmTOP
  • 21. Social media marketing • Strategy before tactics • Google+, Facebook, LinkedIn, Twitter • Integration • Toolbox@ducttape | #dtmTOP
  • 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. The networks • LinkedIn • Facebook • Google+ • Twitter@ducttape | #dtmTOP
  • 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. @ducttape | #dtmTOP
  • 26. Some to watch • Pinterest • The Fancy • Slideshare • Instagram@ducttape | #dtmTOP
  • 27. Toolbox • Tweetdeck • Google Reeder • Buffer • Sociable plugin@ducttape | #dtmTOP
  • 28. Online advertising • Strategy before tactics • Landing pages • AdWords basics • AdWords advanced • Online to Offline@ducttape | #dtmTOP
  • 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. 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. 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. Mobile and location • Mobile now • Mobile future • Location service@ducttape | #dtmTOP
  • 33. Mobile friendly web • WPTouchPro • Responsive Theme • goMobi • Emulator howtogomo.com • Click to chat@ducttape | #dtmTOP
  • 34. Mobile ads • Call to action • Google Mobile ads • Facebook Mobile ads • Yelp Mobile ads • Mobile messaging CallFire, Trumpia • Short codes@ducttape | #dtmTOP
  • 35. Analytics and conversion • Basic analytics • Conversion funnels • A/B testing • Engagement tools • Conversion tools@ducttape | #dtmTOP
  • 36. Analytics set-up • Google.com/analytics • Create account • Install code (Admin/Tracking Info) • Integrate • AdWords • Webmaster Tools@ducttape | #dtmTOP
  • 37. Conversion funnels • Create goals - Admin • Build funnel • Optimize landing pages • Integrate A/B testing • Experiments • Measure and fix@ducttape | #dtmTOP
  • 38. Conversion tools • Avinash Kaushik (kaushik.net) • fivesecondtest.com • ClickTale • 4Q survey tool • UserTesting.com@ducttape | #dtmTOP
  • 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