how often do you go online to search for a professional to provide services? 75% of decisionmakers search for professionals monthly or less often matching how often you pitch completely new business…
what has changed most about the way you find and choose professionals in the past five years?
how important are these Internet sources for learning about professionals? 85% consider Web sites important; younger decisionmakers are especially likely to find all digital sources important
if this is true—and it is— how do I respond? how do I adjust my marketing?
some things have changed. some things remain the same.
there are six billion searches on 150,000,000 websites and 200,000,000 blogs every day!
we know our buyers are looking but how do they find us?
set goals and expectations to develop a keyword search strategy: what you can and should be known for
optimize your site structure (re-submit site map, improve title and metatags, increase keyword density, build internal links, etc.) called “on-page seo”
build inbound links called “off-page seo”
start regionally; scale nationally
report, refine, and test
search engine marketing (SEM) is the the practice of buying paid search listings. Google owns 92% of adwords marketshare and 70% of search share. But buyers must also pay attention to Yahoo and Bing.
social media is often associated with gated communities like Facebook or LinkedIn but blogs are also “social” and websites that encourage reviews and comments are also social. In other words, the Internet itself has become “social.”
traditional, offline promotion is episodic with a precipitous drop post-event EVENT TIME REACH own an event save--the-date postcard/email invitation by postcard/email event networking follow-up calls
effort spent on promotion rarely matches investment in time and costs of event own an event
digital tactics amplify pre-event buzz… save--the-date postcard/email invitation by postcard/email EVENT event networking follow-up calls TIME REACH own an event sem link on website posts on assn/ member sites event microsite post on social networks
and enable broadcast messages during event save--the-date postcard/email invitation by postcard/email follow-up calls TIME REACH own an event EVENT link on website posts on assn/ member sites event microsite event networking transformed EVENT • updates via social networks and blog posts • document event with content polls, photos, podcasts and interviews post on social networks sem
creating a long tail post-event, multiplying investment save--the-date postcard/email invitation by postcard/email follow-up calls TIME REACH own an event EVENT link on website posts on assn/ member sites event networking transformed EVENT • updates via social networks and blog posts • document event with content polls, photos, podcasts and interviews conversation continued on microsite via email followup and drive-to- site marketing webinars based on event content updates via social media and blog posts post on social networks event microsite sem