Building Audience & Influence on a Budget

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Learn how to identify and build your audience on a startup budget. …

Learn how to identify and build your audience on a startup budget.
- How to find long tail keyword opportunities
- Budget a PC campaign
- Select a social media posting style
- Target influencers in your vertical

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  • Lower CompetitionHigher ConversionCheaper CPC

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  • 1. Building Audience & Influence on a Budget @eric3000 @eric3000
  • 2. Where You Can Find Today’s Slides http://www.bit.ly/emetelka @eric3000
  • 3. Im Eric Metelka, founder of Full StackMarketing, a full featured digital marketingconsulting firm for startups. I am a formermanagement consultant and the former digitalmarketing manager at BestVendor. @eric3000
  • 4. My Goals for TodayYou know how find long tail keyword opportunitiesYou can budget a PPC campaign and know your CACYou understand your social media posting styleYou are able to target influencers in your vertical @eric3000
  • 5. What I Am Going to Cover☐ Building Audience – 20 mins☐ Building Influence – 20 mins☐ Questions – 10 mins @eric3000
  • 6. Building Audience with Search @eric3000
  • 7. @eric3000
  • 8. @eric3000
  • 9. How Google Works @eric3000
  • 10. How Google Works @eric3000
  • 11. Paid vs. Free Media @eric3000
  • 12. Paid vs. Free Search ONLY 18% OF CLICKS GO HERE 82% GO HERE @eric3000
  • 13. Keyword Strategy @eric3000
  • 14. Adwords Keyword Tool @eric3000
  • 15. Google Instant Search www.soovle.com @eric3000
  • 16. Competitors’ Keywords @eric3000
  • 17. How to BudgetMonthly Sales = CPC × Daily Clicks × Conversion × Price × 30 @eric3000
  • 18. How to BudgetMonthly Sales = CPC × Daily Clicks × Conversion × Price × 30 Daily Budget @eric3000
  • 19. Budget Example1. What is your sales goal? $10k/month @eric3000
  • 20. Budget Example1. What is your sales goal? $10k/month2. What is avg price of item? $100 @eric3000
  • 21. Budget Example1. What is your sales goal? $10k/month2. What is avg price of item? $1003. What is avg CPC? $1 @eric3000
  • 22. Estimating CPC @eric3000
  • 23. Budget Example1. What is your sales goal? $10k/month2. What is avg price of item? $1003. What is avg CPC? $14. What is conversion %? 10% @eric3000
  • 24. Estimating Conversion @eric3000
  • 25. Budget Example1. What is your sales goal? $10k/month2. What is avg price of item? $1003. What is avg CPC? $14. What is conversion %? 10%Daily Clicks = ?Daily Budget = ? @eric3000
  • 26. Budget Example1. What is your sales goal? $10k/month2. What is avg price of item? $1003. What is avg CPC? $14. What is conversion %? 10%Daily Clicks = 33.33Daily Budget = $33.33 @eric3000
  • 27. Should You Use SEM? CPC < Price * Conversion % ? Yes No @eric3000
  • 28. Paid? Exclude Negative Keywords @eric3000
  • 29. Organic? On-Page Optimization Checklist• Keyword in Title• Keyword in Heading (h1)• Good use of keyword in content• AVOID KEYWORD STUFFING @eric3000
  • 30. Building Influence with Social Media @eric3000
  • 31. Audience Targeting @eric3000
  • 32. Social Media Communication GuidelinesPosts and tweets should have as many of these attributes aspossible• Helpful • Credible• Useful • Brief• Timely • Entertaining• Informative • Fun• Relevant • Occasionally funny• Practical• Actionable• Generous @eric3000
  • 33. Social Media Brand Personality Matrix Sharing Creating Curator Tastemaker The brand surfaces and shares the The brand creates engaging contentEngaging most interesting content shared by that dictates trends to its fans and a its audience who appreciates the broader audience chance to reach a large audience Explorer Conversationalist The brand is experimenting with The brand is great at conversing withListening ways to interact with its audience by its audience which is looking for two- seeing what content creates way communication and customer engagement service @eric3000
  • 34. Posting Goals Post for Click- Through Post for Sharing A headline that makes A headline with a completepeople want to know more informative thought @eric3000
  • 35. Where Is My Audience?• Form hypotheses of possible targets• Find the smallest community of a target and engage with them @eric3000
  • 36. Who Follows Your Competitors @eric3000
  • 37. Sort by Authority @eric3000
  • 38. How to Measure Authority• Number of followers• Number of retweets• Klout score• Kred score @eric3000
  • 39. Double-Sort by Retweets of Others @eric3000
  • 40. Example: Kate Spade• Facebook• Twitter• Tumblr• Pinterest• Blog LIFESTYLE BRAND @eric3000
  • 41. Embrace Each Platform @eric3000
  • 42. Keep Design Consistent @eric3000
  • 43. Keep Design Consistent @eric3000
  • 44. Don’t Just Share Your Own Stuff @eric3000
  • 45. Questions? @eric3000
  • 46. Digital Marketing Reading List Kissmetrics Blog -http://blog.kissmetrics.com/ Andrew Chen – http://andrewchen.co Rand Fishkin – http://moz.com/rand SEOMoz blog – http://SEOmoz.org/blog Inbound – http://inbound.org Conversion Rate Experts - http://www.conversion-rate-experts.com/blog/ Slideshare - http://www.slideshare.net/ @eric3000
  • 47. Email: e.metelka@gmail.comTwitter: @eric3000LinkedIn: /in/emetelkaFacebook: /e.metelkaDownload Slides:www.slideshare.net/emetelka/ Please fill out evaluation forms: http://bit.ly/ericfeedback @eric3000