Digital Marketing Workshop Justin Carder, CapitolHillSeattle.com Michael van Baker, Seattlest.com

About Us Capitol Hill Seattle (CHS) Justin Carder, owner 11,500 unique U.S. visitors/month 90,400 page views/month Seattlest Michael van Baker, editor 46,000 unique U.S. visitors/month 175,000 page views/month Digital Marketing Workshop - capitolhillseattle.com - seattlest.com

Capitol Hill Seattle (CHS) Justin Carder, owner

11,500 unique U.S. visitors/month

90,400 page views/month

Seattlest Michael van Baker, editor

46,000 unique U.S. visitors/month

175,000 page views/month

Find out more: CHS Digital Marketing Workshop - capitolhillseattle.com - seattlest.com

Find out more: Seattlest Digital Marketing Workshop - capitolhillseattle.com - seattlest.com

Today’s Workshop The new local media Who they are New PR Content & Expertise Sites and resources Advertising on the local internet Why advertise Examples Online Advertising 101: types, pricing, terms, tools How to do it yourself Digital Marketing Workshop - capitolhillseattle.com - seattlest.com

The new local media

Who they are

New PR

Content & Expertise

Sites and resources

Advertising on the local internet

Why advertise

Examples

Online Advertising 101: types, pricing, terms, tools

How to do it yourself

Seattle’s new local media City News & Info Seattle Times Topic Blogs Stranger’s Slog Seattlest Seattle Courant ‘ Hood News & Info West Seattle Blog MyBallard, Phinneywood, etc. chain CHS Capitol Hill Seattle Central District News BROAD NARROW LARGEST AUDIENCE SMALLEST AUDIENCE Niche TechFlash Publicola Sound on the Sound Seattle Transit Blog Urbanlivn Individuals ????? Digital Marketing Workshop - capitolhillseattle.com - seattlest.com

City News & Info

Seattle Times Topic Blogs

Stranger’s Slog

Seattlest

Seattle Courant

‘ Hood News & Info

West Seattle Blog

MyBallard, Phinneywood, etc. chain

CHS Capitol Hill Seattle

Central District News

Niche

TechFlash

Publicola

Sound on the Sound

Seattle Transit Blog

Urbanlivn

Individuals

?????

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 - capitolhillseattle.com - seattlest.com More info? jseattle@gmail.com

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 - capitolhillseattle.com - seattlest.com

Trading Content & Expertise What you need Attention Customers Presence Brand What you can trade $$$ Expertise Insight News! Content Must be local/niche focused Must be unique Takes work Digital Marketing Workshop - capitolhillseattle.com - seattlest.com

What you need

Attention

Customers

Presence

Brand

What you can trade

$$$

Expertise

Insight

News!

Content

Must be local/niche focused

Must be unique

Takes work

Online advertising: the pros Cost Readership Search Reach Measurement Call to action Digital Marketing Workshop - capitolhillseattle.com - seattlest.com

Cost

Readership

Search

Reach

Measurement

Call to action

Online advertising: the cons Must be willing to create own ads and test performance Call-to-action style ads are time-sensitive Better response with website/blog that converts visitors to customers Not many online media buyers…yet Digital Marketing Workshop - capitolhillseattle.com - seattlest.com

Must be willing to create own ads and test performance

Call-to-action style ads are time-sensitive

Better response with website/blog that converts visitors to customers

Not many online media buyers…yet

Top 3 Things To Know How often do they update/traffic? Who are their audience/advertisers? What ads have been successful/unsuccessful? Digital Marketing Workshop - capitolhillseattle.com - seattlest.com

How often do they update/traffic?

Who are their audience/advertisers?

What ads have been successful/unsuccessful?

Display/banner ads Digital Marketing Workshop - capitolhillseattle.com - seattlest.com

Classifieds/text ads Digital Marketing Workshop - capitolhillseattle.com - seattlest.com

Small Biz Ad Campaign Key Steps Define goals (e.g.: “We will be the top local seller of Product X by sales volume”) Define objectives (e.g.: “X sales in X days”) Assemble creative team (Craigslist) Put creative “team” to work on series of ads that best get message across Test top picks, get stats, refine performance Digital Marketing Workshop - capitolhillseattle.com - seattlest.com

Key Steps

Define goals (e.g.: “We will be the top local seller of Product X by sales volume”)

Define objectives (e.g.: “X sales in X days”)

Assemble creative team (Craigslist)

Put creative “team” to work on series of ads that best get message across

Test top picks, get stats, refine performance

What have we learned? Small businesses can reach their customers online more frequently at less cost There are already 29 neighborhood blogs in Seattle, not counting niche sector blogs It’s not just a matter of buying an ad—joining the conversation is free Questions/Comments/Ideas? Digital Marketing Workshop - capitolhillseattle.com - seattlest.com

Small businesses can reach their customers online more frequently at less cost

There are already 29 neighborhood blogs in Seattle, not counting niche sector blogs

It’s not just a matter of buying an ad—joining the conversation is free

Questions/Comments/Ideas?

Online Advertising Glossary 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. 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. 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. Cookie: A small text file sent by a website to a browser so that the website can “remember” visitors between page views and visits. CPM: “Cost Per Mille” (thousand). Advertising you pay a set rate for based upon thousands of page views (impressions). 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. 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.) PPC: “Pay Per Click.” Advertising you only pay for if users actually click on your ads. ROI: “Return On Investment.” Basically, the difference between ad cost and ad sales revenue. SEO: Short for “search engine optimization,” a combination of tactics used to increase your site’s chances of ranking higher in search. SERP: Acronym for “Search Engine Results Page.” An example is the page you get after you type in a Google search. Text Ad: A “classifieds” style of advertising. An affordable way to stay visible or draw attention to a specific product or sale. 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. Also see: http://www.longtail.co.za/index.php/news/whatis/online-advertising-jargon-for-dummies Digital Marketing Workshop - capitolhillseattle.com - seattlest.com

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.

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.

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.

Cookie: A small text file sent by a website to a browser so that the website can “remember” visitors between page views and visits.

CPM: “Cost Per Mille” (thousand). Advertising you pay a set rate for based upon thousands of page views (impressions).

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.

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.)

PPC: “Pay Per Click.” Advertising you only pay for if users actually click on your ads.

ROI: “Return On Investment.” Basically, the difference between ad cost and ad sales revenue.

SEO: Short for “search engine optimization,” a combination of tactics used to increase your site’s chances of ranking higher in search.

SERP: Acronym for “Search Engine Results Page.” An example is the page you get after you type in a Google search.

Text Ad: A “classifieds” style of advertising. An affordable way to stay visible or draw attention to a specific product or sale.

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.

Also see: http://www.longtail.co.za/index.php/news/whatis/online-advertising-jargon-for-dummies

Appendix Digital Marketing Workshop - capitolhillseattle.com - seattlest.com

“ 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. I absolutely love it.” -- Alex Garcia, Emerson Institute of Style, 909 E. Pike “ We're really pleased with the exposure our ad on CHS has given us. We've noticed a definite increase in neighborhood awareness.” -- Bart Reynolds, Poco Wine Room, 1408 E. Pine What our advertisers are saying CapitolHillSeattle.com Neighborhood Blog Advertising Opportunities Go to http://capitolhillseattle.com/ads/setup/adcreate Reach 12,000+ residents a month Get started for as little as 50 cents per day Free advertising for small businesses and nonprofits Know how many times your ad is viewed and clicked Don’t have ad banners? Create a text ad Questions? [email_address] or call (206) 399-5959

“ 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.

I absolutely love it.”

-- Alex Garcia, Emerson Institute of Style, 909 E. Pike

“ We're really pleased with the exposure our ad on CHS has given us. We've noticed a definite increase in neighborhood awareness.”

-- Bart Reynolds, Poco Wine Room, 1408 E. Pine

Reach 12,000+ residents a month

Get started for as little as 50 cents per day

Free advertising for small businesses and nonprofits

Know how many times your ad is viewed and clicked

Don’t have ad banners? Create a text ad

Questions? [email_address] or

call (206) 399-5959

Advertising on Capitolhillseattle.com 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. Here's how much exposure you can get for a small cost: $0.50 / day : 8,000-10,000 impressions per month $1.00 / day : 12,000 – 15,000 impressions per month How it works Go to Capitolhillseattle.com and click on any of the Advertise Here links Choose your ad type. If you have graphics, select our banners or midrise placements. Or you can enter a simple and effective Text Ad. 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 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.

Advertising on Capitolhillseattle.com 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.

Here's how much exposure you can get for a small cost:

$0.50 / day : 8,000-10,000 impressions per month

$1.00 / day : 12,000 – 15,000 impressions per month

How it works

Go to Capitolhillseattle.com and click on any of the Advertise Here links

Choose your ad type. If you have graphics, select our banners or midrise placements. Or you can enter a simple and effective Text Ad.

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

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.