Online Marketing - Tactics for non-Ninjas

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High-level tactical guide to online marketing based on my experience.

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Online Marketing - Tactics for non-Ninjas

  1. 1. Online MarketingA Tactical Guide for non-Ninjas<br />by: Josh Breinlinger<br />
  2. 2. Table of Stuff<br />High Level Stuff<br />PAID Stuff<br />FREE Stuff<br />Other Important Stuff<br />
  3. 3. Who is this for? <br />You: <br />Great marketer, but:<br />Confused by Twitter<br />Still think meta tags are important<br />Want to invest more in online marketing<br />Just don’t know the best way<br /> This presentation covers the major tactics in online marketing and the tools and you’ll need to succeed. <br />Note: It does not cover email marketing, lead nurturing, messaging, corporate marketing, etc. That stuff is important too.<br />
  4. 4. Recurring Themes<br /><ul><li>Test, Measure, Optimize
  5. 5. Always, always, always. Never be afraid to test – just find a way to test quickly and cheaply. If it works, invest more – if it doesn’t work, scrap it.
  6. 6. Content is King.
  7. 7. Create it, syndicate it, repeat. Make it exceptional. Some educational, some controversial, some funny.
  8. 8. Play Nice
  9. 9. You want other people to link to you – link to them first. Comment on their blogs, retweet their stuff. </li></li></ul><li>Team<br />How should you build your marketing team to optimize for online marketing? <br />Employee<br />Contractor<br />
  10. 10. Goals<br />Customer Acquisition<br />Your goal is customer acquisition. (if it’s not, it should be) <br />It takes 4+ interactions with your business before someone buys. <br />Interactions happen everywhere: search, ads, friends, etc. <br />Therefore, you need to be everywhere.<br />Be maniacal in your pursuit of this goal.<br />Create incentive, reward performance. <br />
  11. 11. Stuff<br />
  12. 12. SEM<br />SEM is crack – don’t get addicted. <br />The Basic Approach<br />Each Campaign, Many Ad Groups<br />10-200 keywords per Ad Group<br />2 ads per Ad Group (always testing)<br />Keyword (and neg keyword) discovery once a week<br />Ongoing bid and ad optimization on CPA<br />Test, Measure, Optimize<br />Customer Acquisition Should Look something like this. <br />Stuff that I <br />Recommend<br />Duh<br />Bing can deliver. <br />And at lower CPC.<br />Competitors ad<br />spend and keywords.<br />Crowdsourced ad creation.<br />
  13. 13. Display Advertising<br />Site Targeted Ads. This stuff won’tproduce a positive ROI. Useful for branding, otherwise useless. <br />Behavioral and Retargeting. It gets high ROI for many businesses. Test it.<br />Your Creative – Is critical. Test, Measure, Optimize. <br />Stuff that I <br />Recommend<br />Self-serve retargeting <br />platform<br />Self-serve Flash templates<br />Easy Ad builder, test<br />creative<br />
  14. 14. Affiliate Marketing<br />Depends on your business. B2C / eCommerce works, B2B might. <br />Make sure to design something that’s: <br />Measurable<br />Fraud-proof<br />Pays immediate rewards<br />Focused on getting affiliates a high eCPM<br />Or build your own partnerships w rev share<br />Stuff that I <br />Recommend<br />High fees, but <br />dominates market<br />
  15. 15. Stuff<br />
  16. 16. Content is King<br /> You MUST be creating great content on an ongoing basis. It should be core to all of your activities. Your blog is central to this. <br />Stuff that works: <br />Top xx Lists<br />Infographics<br />Benchmark Data Reports<br />Video Tips<br />Interview Blog Posts<br />Guest Blogging<br />
  17. 17. Syndicate<br />Seed w/ your “circle of trust.”<br />50 employees  250 friends each  12.5k impressions. <br />Then go to all the other available sources. <br />Update status messages, tweet, share on facebook, digg it, etc.<br />Stuff that I <br />Recommend<br />Yep, email it out<br />$25 seeds with <br />500 visitors<br />
  18. 18. PR<br /> *85% of people are unhappy with their PR firm, because they don’t get SEO / Social. <br />Train your PR firm about SEO. They need to know your keywords. <br />Build relationships with bloggers / tweeters – not just press. Make a “friends” list.<br />Focus on getting long-term value from PR, not short-term hits. <br />*Source: My ass<br />Stuff that I <br />Recommend<br />$200 per release – Do 1 per month<br />Find influential bloggers<br />Look for relevant requests from reporters<br />Find influential tweeps<br />
  19. 19. SEO<br />Invest heavily<br />Keep site optimization in-house <br />URLs and Page Titles matter most<br />Use Webmaster tools, sitemaps<br />Focus most efforts on content / link-bait<br />Think everyday: “How can I get people to link to me?” (but understand nofollows)<br />Stuff that I <br />Recommend<br />Great SEO tools <br />and advice. <br />Cool browser<br />toolbar<br />Make sure you have <br />the right plug-ins<br />For sitemaps, speed,<br />and errors<br />Long-Tail keyword<br />mgmt<br />
  20. 20. Twitter<br />Yes, it works. <br />What you need to do? <br />Export all users to csv – upload to Google contacts – login to Twitter and invite contacts. <br />Monitor, Follow, Tweet, Retweet, Engage.<br />Full-time contractor should manage – someone who already has 1k+ followers. <br />You can’t do this as your 18th priority. <br />Have fun with it – run a contest, giveaway, funny links. <br />Stuff that I <br />Recommend<br />Monitor, Engage.<br />Good contractors for $10-$20 per hour.<br />
  21. 21. Facebook<br />Create a page, let fans own it<br />Put hooks, like button, facebook connect on your site and in your emails<br />Give people news to talk about<br />Post pics of office, team, events, users, etc.<br />Ask users to post reviews / comments on page<br />Stuff that I <br />Recommend<br />Ecommerce stores<br />Contest app. <br />
  22. 22. LinkedIn<br />Create a company page and a group<br />Invite your users<br />Use it for discussion, feature discovery<br />Answer relevant questions<br />Get all your employees involved<br />Stuff that I <br />Recommend<br />Doesn’t integrate well<br />
  23. 23. All the Others<br />Syndicate articles here<br />Answer questions here<br />Syndicate videos here<br />Syndicate pics here<br />Create profiles here<br />Get bookmarks here<br />Syndicate ppts here<br />
  24. 24. Playing Nice<br />You’re reading relevant <br /> content all the time == opportunities. <br />Force yourself to engage all the time. Favorite, Like, Comment, Retweet, Post to FB, etc. The seconds it takes to do will pay back big time. You need to make a habit of this.<br />
  25. 25. Other<br />
  26. 26. Customer Service<br />It’s the new marketing. Stop measuring % of people that submit a ticket. Start measuring happiness.<br />AT&T - BAD<br />Zappo’s - GOOD<br />Stuff that I <br />Recommend<br />Good feedback<br />Good service<br />Good method –<br />Implement NPS<br />Good insights<br />Good support<br />infrastructure<br />
  27. 27. Conversion<br />Don’t forget to look at conversion ratio.<br />Signup form – minimize fields, give value first<br />Landing pages – make a lot, customize, test<br />Social proof – show your customers – faces, videos, quotes<br />Seals: BBB, TrustE, McAfee, etc – I don’t think these really work<br />Stuff that I <br />Recommend<br />All-around tool – landing page creator<br />Simple A/B tests<br />
  28. 28. The End<br /> I’d love to hear your comments and feedback.<br />http://twitter.com/jbreinlinger<br />http://facebook.com/breinlinger<br />http://www.linkedin.com/jbreinlinger<br />

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