Capitol Hill - Local & Small Biz Digital Marketing Workshop


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Capitol Hill - Local & Small Biz Digital Marketing Workshop

  1. 1. Digital Marketing Workshop Justin Carder, Michael van Baker,
  2. 2. About Us <ul><li>Capitol Hill Seattle (CHS) Justin Carder, owner </li></ul><ul><ul><li>11,500 unique U.S. visitors/month </li></ul></ul><ul><ul><li>90,400 page views/month </li></ul></ul><ul><li>Seattlest Michael van Baker, editor </li></ul><ul><ul><li>46,000 unique U.S. visitors/month </li></ul></ul><ul><ul><li>175,000 page views/month </li></ul></ul>Digital Marketing Workshop - -
  3. 3. Find out more: CHS Digital Marketing Workshop - -
  4. 4. Find out more: Seattlest Digital Marketing Workshop - -
  5. 5. Today’s Workshop <ul><li>The new local media </li></ul><ul><li>Who they are </li></ul><ul><li>New PR </li></ul><ul><li>Content & Expertise </li></ul><ul><li>Sites and resources </li></ul><ul><li>Advertising on the local internet </li></ul><ul><li>Why advertise </li></ul><ul><li>Examples </li></ul><ul><li>Online Advertising 101: types, pricing, terms, tools </li></ul><ul><li>How to do it yourself </li></ul>Digital Marketing Workshop - -
  6. 6. Seattle’s new local media <ul><li>City News & Info </li></ul><ul><li>Seattle Times Topic Blogs </li></ul><ul><li>Stranger’s Slog </li></ul><ul><li>Seattlest </li></ul><ul><li>Seattle Courant </li></ul><ul><li>‘ Hood News & Info </li></ul><ul><li>West Seattle Blog </li></ul><ul><li>MyBallard, Phinneywood, etc. chain </li></ul><ul><li>CHS Capitol Hill Seattle </li></ul><ul><li>Central District News </li></ul>BROAD NARROW LARGEST AUDIENCE SMALLEST AUDIENCE <ul><li>Niche </li></ul><ul><li>TechFlash </li></ul><ul><li>Publicola </li></ul><ul><li>Sound on the Sound </li></ul><ul><li>Seattle Transit Blog </li></ul><ul><li>Urbanlivn </li></ul><ul><li>Individuals </li></ul><ul><li>????? </li></ul>Digital Marketing Workshop - -
  7. 7. Seattle Hood Blog Map * MyBallard * Beacon Hill Blog * Mid Beacon Hill * Belltowner * Capitol Hill Seattle (my blog!) * Capitol Hill Triangle * Central District News * Columbia City Blog * Blogging Georgetown * Downtown Dispatch * Fremont Universe * Greenwood * Lake City Live * Magnolia (Ning) * Magnolia Voice * Miller Park * North of 85th * Pioneer Square News * Queen Anne View * PhinneyWood * Rainier Valley Post * The Southlake * South Park * Wallingford * Wedgwood Blog * West Seattle Blog * White Center Blog * White Center Now More and more, these sites are run by journalists and media professionals, delivering quality news and information Digital Marketing Workshop - - More info?
  8. 8. The New PR THE OLD MEDIA Old ways New ways THE OLD MEDIA A blessing and a curse… On one hand, the dialogue is open. On the other, who do you talk to? Digital Marketing Workshop - -
  9. 9. Trading Content & Expertise <ul><li>What you need </li></ul><ul><li>Attention </li></ul><ul><li>Customers </li></ul><ul><li>Presence </li></ul><ul><li>Brand </li></ul><ul><li>What you can trade </li></ul><ul><li>$$$ </li></ul><ul><li>Expertise </li></ul><ul><li>Insight </li></ul><ul><li>News! </li></ul><ul><li>Content </li></ul><ul><ul><li>Must be local/niche focused </li></ul></ul><ul><ul><li>Must be unique </li></ul></ul><ul><ul><li>Takes work </li></ul></ul>Digital Marketing Workshop - -
  10. 10. Online advertising: the pros <ul><li>Cost </li></ul><ul><li>Readership </li></ul><ul><li>Search </li></ul><ul><li>Reach </li></ul><ul><li>Measurement </li></ul><ul><li>Call to action </li></ul>Digital Marketing Workshop - -
  11. 11. Online advertising: the cons <ul><li>Must be willing to create own ads and test performance </li></ul><ul><li>Call-to-action style ads are time-sensitive </li></ul><ul><li>Better response with website/blog that converts visitors to customers </li></ul><ul><li>Not many online media buyers…yet </li></ul>Digital Marketing Workshop - -
  12. 12. Top 3 Things To Know <ul><li>How often do they update/traffic? </li></ul><ul><li>Who are their audience/advertisers? </li></ul><ul><li>What ads have been successful/unsuccessful? </li></ul>Digital Marketing Workshop - -
  13. 13. Display/banner ads Digital Marketing Workshop - -
  14. 14. Classifieds/text ads Digital Marketing Workshop - -
  15. 15. Small Biz Ad Campaign <ul><li>Key Steps </li></ul><ul><li>Define goals (e.g.: “We will be the top local seller of Product X by sales volume”) </li></ul><ul><li>Define objectives (e.g.: “X sales in X days”) </li></ul><ul><li>Assemble creative team (Craigslist) </li></ul><ul><li>Put creative “team” to work on series of ads that best get message across </li></ul><ul><li>Test top picks, get stats, refine performance </li></ul>Digital Marketing Workshop - -
  16. 16. What have we learned? <ul><li>Small businesses can reach their customers online more frequently at less cost </li></ul><ul><li>There are already 29 neighborhood blogs in Seattle, not counting niche sector blogs </li></ul><ul><li>It’s not just a matter of buying an ad—joining the conversation is free </li></ul><ul><li>Questions/Comments/Ideas? </li></ul>Digital Marketing Workshop - -
  17. 17. Online Advertising Glossary <ul><li>AdSense: Google’s advertising network that places “Ads by Google” on a site. Site owners get paid by Google each time a user clicks on an AdSense ad. </li></ul><ul><li>AdWords: Google’s advertising program that places your ads in “Sponsored Links” on Google Search or in the “Ads by Google” section of a website. </li></ul><ul><li>Banner Ad: A larger graphic ad that usually spans the top of a page or runs vertically down the side. Banner ads are better for building awareness. </li></ul><ul><li>Cookie: A small text file sent by a website to a browser so that the website can “remember” visitors between page views and visits. </li></ul><ul><li>CPM: “Cost Per Mille” (thousand). Advertising you pay a set rate for based upon thousands of page views (impressions). </li></ul><ul><li>CTR: “Click Through Rate.” The ratio of the number of people who click on a hyperlinked ad to visit a site to the number of page views. </li></ul><ul><li>Page views: The number of times a page (and your ad) is seen. Doesn’t differentiate between someone seeing your ad 10 times or 10 people seeing your ad once. (Replaces “hits,” a less accurate measure of site traffic.) </li></ul><ul><li>PPC: “Pay Per Click.” Advertising you only pay for if users actually click on your ads. </li></ul><ul><li>ROI: “Return On Investment.” Basically, the difference between ad cost and ad sales revenue. </li></ul><ul><li>SEO: Short for “search engine optimization,” a combination of tactics used to increase your site’s chances of ranking higher in search. </li></ul><ul><li>SERP: Acronym for “Search Engine Results Page.” An example is the page you get after you type in a Google search. </li></ul><ul><li>Text Ad: A “classifieds” style of advertising. An affordable way to stay visible or draw attention to a specific product or sale. </li></ul><ul><li>Unique Visits/Visitors: The number of times a site is visited by distinct visitors over a time period. Lets you distinguish regular site readers from one-time drop-ins. </li></ul><ul><li>Also see: </li></ul>Digital Marketing Workshop - -
  18. 18. Appendix Digital Marketing Workshop - -
  19. 19. <ul><li>“ We get so many people that come in and tell us that they saw our ad on the Capitol Hill blog. It is a testament to how many people read the blog and support local Capitol Hill businesses who advertise on CHS. </li></ul><ul><li>I absolutely love it.” </li></ul><ul><li>-- Alex Garcia, Emerson Institute of Style, 909 E. Pike </li></ul><ul><li>“ We're really pleased with the exposure our ad on CHS has given us. We've noticed a definite increase in neighborhood awareness.” </li></ul><ul><li>-- Bart Reynolds, Poco Wine Room, 1408 E. Pine </li></ul>What our advertisers are saying Neighborhood Blog Advertising Opportunities Go to <ul><li>Reach 12,000+ residents a month </li></ul><ul><li>Get started for as little as 50 cents per day </li></ul><ul><li>Free advertising for small businesses and nonprofits </li></ul><ul><li>Know how many times your ad is viewed and clicked </li></ul><ul><li>Don’t have ad banners? Create a text ad </li></ul><ul><li>Questions? [email_address] or </li></ul><ul><li>call (206) 399-5959 </li></ul>
  20. 20. <ul><li>Advertising on is simple and affordable. You set your own advertising budget as low as 50 cents a day. Then we optimize your ads and display them to maximize your budget. </li></ul><ul><li>Here's how much exposure you can get for a small cost: </li></ul><ul><li>$0.50 / day : 8,000-10,000 impressions per month </li></ul><ul><li>$1.00 / day : 12,000 – 15,000 impressions per month </li></ul><ul><li>How it works </li></ul><ul><li>Go to and click on any of the Advertise Here links </li></ul><ul><li>Choose your ad type. If you have graphics, select our banners or midrise placements. Or you can enter a simple and effective Text Ad. </li></ul><ul><li>Select your daily budget. This is the maximum you will spend. We’ll figure out how many times to display your ad and maximize your budget </li></ul><ul><li>Get reports on how many times your ad is viewed and clicked. If you want more exposure, simply adjust your budget and you’re done. </li></ul>