0
#MozCon
Mackenzie Fogelson
Mack Web Solutions
@mackfogelson
Building a Better Business with Digital Marketing
Mack web Solutions @mackfogelson
a SHIFT in FOCUS
WEBMASTERS CAN
BY CREATING HIGH-QUALITY SITES
THAT USERS WILL WANT TO
- GOOGLE -
a.k.a. the goog
“
“
Mack web Solutions @m...
there’s a BETTER way
Mack web Solutions @mackfogelson
what ASSETS
- PADDY MOOGAN -
Distilled
“
“
Mack web Solutions @mackfogelson
CAN’T TAKE AWAY?
CAN YOU BUILD THAT
put THE FOCUS ON
YOUR BUSINESS
WHERE IT BELONGS
Mack web Solutions @mackfogelson
image credit: http://media-cache-ec4.pini...
Mack web Solutions @mackfogelson
BUILD a COMMUNITY
and you will
BUILD your BUSINESS
go here for the
http://bit.ly/1awTIPk
today i’m sharing insights
PLAY-BY-PLAY ON
HOW TO BUILD COMMUNITY
Mack web Solutions...
WE’VE COLLECTED
12 MONTHS
OF community-building DATA
Mack web Solutions @mackfogelson
image credit: http://learni.st/users...
Mack web Solutions @mackfogelson
we BUILT a PROCESS
TOOLSOUR
SEO
CONTENT
SOCIAL MEDIA
EMAIL MARKETING
OUTREACH
IN ADDITION TO DEVELOPING A STRATEGY, WE USED
THESE TOOLS TO BU...
Mack web Solutions @mackfogelson
we’ve seen RESULTS LIKE THIS
but WE’VE also SEEN THIS
Mack web Solutions @mackfogelson
BUILDING COMMUNITY
Mack web Solutions @mackfogelson
stuff that
made a
difference
BUILDING COMMUNITY
1
Mack web Solutions @mackfogelson
stuff that
made a
difference
BUILDING COMMUNITY
stuff we’d
like to
change
1 2
Mack web Solutions @mackfogelson
stuff that
made a
difference
BUILDING COMMUNITY
stuff we’d
like to
change
stuff we
learned the
hard way
1 2 3
Mack web Sol...
goals not
tools
BUILDING COMMUNITY
1
Mack web Solutions @mackfogelson
goals not
tools
BUILDING COMMUNITY
diverse
content
1 2
Mack web Solutions @mackfogelson
goals not
tools
BUILDING COMMUNITY
diverse
content
flexibility &
formula
1 2 3
Mack web Solutions @mackfogelson
1
Mack web Solutions @mackfogelson
FOCUS
not tools
ON GOALS,
set goals for your whole business.
they are the building blocks for
strategy and direction.
Mack web Solutions @mackfogels...
Mack web Solutions @mackfogelson
Goals1
Mack web Solutions @mackfogelson
Goals
KPIs2
1
Mack web Solutions @mackfogelson
Goals
KPIs
Strategy3
1
2
Mack web Solutions @mackfogelson
Goals
KPIs
Strategy
Execution4
1
2
3
Mack web Solutions @mackfogelson
Goals
KPIs
Strategy
Execution
Analysis5
1
2
3
4
THE tools you use to build community
are most powerful when driven by
strategy AND rooted in the goals you
have for your w...
2
BUILD
CONTENT
DIVERSE
Mack web Solutions @mackfogelson
DIVERSE CONTENT
IN ADDITION TO BLOG POSTS AND
INFO-GRAPHICS, BUILD CONTENT THAT
PROVIDES AN EXPERIENCE and
accomplishes yo...
JUST like @72andsunny
Mack web Solutions @mackfogelson
BUGABOO DAYTRIPS
Mack web Solutions @mackfogelson
http://www.72andsunny.com/work/bugaboo/daytrips/film-daytrips
LET’S BREAK THIS DOWN FOR
YOUR BUSINESS
CREATIVITY starts with gOALS
Mack web Solutions @mackfogelson
image credit: http:/...
Mack web Solutions @mackfogelson
Goals1
SET a GOAL
Mack web Solutions @mackfogelson
Mack web Solutions @mackfogelson
Goals
KPIs2
1
DETERMINE how to MEASURE IT
Mack web Solutions @mackfogelson
Mack web Solutions @mackfogelson
Goals
KPIs
Strategy3
1
2
DEVELOP a CREATIVE STRATEGY
Mack web Solutions @mackfogelson
Mack web Solutions @mackfogelson
Goals
KPIs
Strategy
Execution4
1
2
3
EXECUTE the STRATEGY
Mack web Solutions @mackfogelson
BRIDGE online & OFFLINE
Mack web Solutions @mackfogelson
LET your COMMUNITY DO THE WORK
Mack web Solutions @mackfogelson
THEY can PROVIDE IDEAS for CONTENT
Mack web Solutions @mackfogelson
CONTENT that’s all ABOUT THEM
Mack web Solutions @mackfogelson
Mack web Solutions @mackfogelson
Goals
KPIs
Strategy
Execution
Analysis5
1
2
3
4
SUCCESS IN community building DOES
NOT COME FROM THE number OF
FOLLOWERS YOU HAVE ON SOCIAL MEDIA.
IT’S in THE DIFFERENCE ...
3
BALANCE
& FORMULA
Flexibility
Mack web Solutions @mackfogelson
BIG FAT LESSON
Mack web Solutions @mackfogelson
HERE’S WHERE WE
FAILED
AND also WHAT WE’VE LEARNED
Mack web Solutions @mackfogelson
image credit: http://fineartamerica.co...
WRONG?WHAT WENT
DIDN’T PUSH BACK
DIDN’T BREAK SILOS
DIDN’T EFFECTIVELY
SET EXPECTATIONS
BUILDING COMMUNITY TAKES COLLABORA...
LEARNEDWHAT WE
BUILD A PROCESS &
TEAM TOGETHER
RISK SAYING NO
FOCUS ON GOALS
TAKE THE TIME TO UNDERSTAND THE TEAM AND THE
...
Mack web Solutions @mackfogelson
our JOB is to MAKE a DIFFERENCE
your job is not to
- JOHN DOHERTY -
Distilled
“
“
Mack web Solutions @mackfogelson
EFFECT CHANGE.
DELIVER REPORTS.
your jo...
Mack web Solutions @mackfogelson
ALWAYS keep
the FOCUS on
BUILDING your BUSINESS
SOME PRESENTS
Mack web Solutions @mackfogelson
- YOU GUYS ARE AWESOME -
for reals
http://bitly.com/bundles/mackwebsolution...
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Build a Better Business with Digital Marketing

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Published on

As marketers, our job is to help our clients build things that Google can't take away: like a community. Help your clients set the right goals and keep the focus where it belongs: on their business.

Published in: Technology, Business

Transcript of "Build a Better Business with Digital Marketing "

  1. 1. #MozCon Mackenzie Fogelson Mack Web Solutions @mackfogelson Building a Better Business with Digital Marketing
  2. 2. Mack web Solutions @mackfogelson a SHIFT in FOCUS
  3. 3. WEBMASTERS CAN BY CREATING HIGH-QUALITY SITES THAT USERS WILL WANT TO - GOOGLE - a.k.a. the goog “ “ Mack web Solutions @mackfogelson USE AND SHARE. IMPROVE THE RANK OF THEIR SITES
  4. 4. there’s a BETTER way Mack web Solutions @mackfogelson
  5. 5. what ASSETS - PADDY MOOGAN - Distilled “ “ Mack web Solutions @mackfogelson CAN’T TAKE AWAY? CAN YOU BUILD THAT
  6. 6. put THE FOCUS ON YOUR BUSINESS WHERE IT BELONGS Mack web Solutions @mackfogelson image credit: http://media-cache-ec4.pinimg.com/originals/cc/14/e6/cc14e6b24f39d6d185e04a285ef42ba2.jpg
  7. 7. Mack web Solutions @mackfogelson BUILD a COMMUNITY and you will BUILD your BUSINESS
  8. 8. go here for the http://bit.ly/1awTIPk today i’m sharing insights PLAY-BY-PLAY ON HOW TO BUILD COMMUNITY Mack web Solutions @mackfogelson
  9. 9. WE’VE COLLECTED 12 MONTHS OF community-building DATA Mack web Solutions @mackfogelson image credit: http://learni.st/users/36/boards/805-occupation
  10. 10. Mack web Solutions @mackfogelson we BUILT a PROCESS
  11. 11. TOOLSOUR SEO CONTENT SOCIAL MEDIA EMAIL MARKETING OUTREACH IN ADDITION TO DEVELOPING A STRATEGY, WE USED THESE TOOLS TO BUILD COMMUNITY. Mack web Solutions @mackfogelson
  12. 12. Mack web Solutions @mackfogelson we’ve seen RESULTS LIKE THIS
  13. 13. but WE’VE also SEEN THIS Mack web Solutions @mackfogelson
  14. 14. BUILDING COMMUNITY Mack web Solutions @mackfogelson
  15. 15. stuff that made a difference BUILDING COMMUNITY 1 Mack web Solutions @mackfogelson
  16. 16. stuff that made a difference BUILDING COMMUNITY stuff we’d like to change 1 2 Mack web Solutions @mackfogelson
  17. 17. stuff that made a difference BUILDING COMMUNITY stuff we’d like to change stuff we learned the hard way 1 2 3 Mack web Solutions @mackfogelson
  18. 18. goals not tools BUILDING COMMUNITY 1 Mack web Solutions @mackfogelson
  19. 19. goals not tools BUILDING COMMUNITY diverse content 1 2 Mack web Solutions @mackfogelson
  20. 20. goals not tools BUILDING COMMUNITY diverse content flexibility & formula 1 2 3 Mack web Solutions @mackfogelson
  21. 21. 1 Mack web Solutions @mackfogelson FOCUS not tools ON GOALS,
  22. 22. set goals for your whole business. they are the building blocks for strategy and direction. Mack web Solutions @mackfogelson GOALS not TOOLS
  23. 23. Mack web Solutions @mackfogelson Goals1
  24. 24. Mack web Solutions @mackfogelson Goals KPIs2 1
  25. 25. Mack web Solutions @mackfogelson Goals KPIs Strategy3 1 2
  26. 26. Mack web Solutions @mackfogelson Goals KPIs Strategy Execution4 1 2 3
  27. 27. Mack web Solutions @mackfogelson Goals KPIs Strategy Execution Analysis5 1 2 3 4
  28. 28. THE tools you use to build community are most powerful when driven by strategy AND rooted in the goals you have for your whole business. Mack web Solutions @mackfogelson FOCUS on GOALS
  29. 29. 2 BUILD CONTENT DIVERSE Mack web Solutions @mackfogelson
  30. 30. DIVERSE CONTENT IN ADDITION TO BLOG POSTS AND INFO-GRAPHICS, BUILD CONTENT THAT PROVIDES AN EXPERIENCE and accomplishes your goals. Mack web Solutions @mackfogelson
  31. 31. JUST like @72andsunny Mack web Solutions @mackfogelson
  32. 32. BUGABOO DAYTRIPS Mack web Solutions @mackfogelson http://www.72andsunny.com/work/bugaboo/daytrips/film-daytrips
  33. 33. LET’S BREAK THIS DOWN FOR YOUR BUSINESS CREATIVITY starts with gOALS Mack web Solutions @mackfogelson image credit: http://www.growingajeweledrose.com/2013/05/summer-fun-with-kool-aid-paint.html
  34. 34. Mack web Solutions @mackfogelson Goals1
  35. 35. SET a GOAL Mack web Solutions @mackfogelson
  36. 36. Mack web Solutions @mackfogelson Goals KPIs2 1
  37. 37. DETERMINE how to MEASURE IT Mack web Solutions @mackfogelson
  38. 38. Mack web Solutions @mackfogelson Goals KPIs Strategy3 1 2
  39. 39. DEVELOP a CREATIVE STRATEGY Mack web Solutions @mackfogelson
  40. 40. Mack web Solutions @mackfogelson Goals KPIs Strategy Execution4 1 2 3
  41. 41. EXECUTE the STRATEGY Mack web Solutions @mackfogelson
  42. 42. BRIDGE online & OFFLINE Mack web Solutions @mackfogelson
  43. 43. LET your COMMUNITY DO THE WORK Mack web Solutions @mackfogelson
  44. 44. THEY can PROVIDE IDEAS for CONTENT Mack web Solutions @mackfogelson
  45. 45. CONTENT that’s all ABOUT THEM Mack web Solutions @mackfogelson
  46. 46. Mack web Solutions @mackfogelson Goals KPIs Strategy Execution Analysis5 1 2 3 4
  47. 47. SUCCESS IN community building DOES NOT COME FROM THE number OF FOLLOWERS YOU HAVE ON SOCIAL MEDIA. IT’S in THE DIFFERENCE YOU’RE MAKING IN YOUR BUSINESS. BUILD your BUSINESS Mack web Solutions @mackfogelson
  48. 48. 3 BALANCE & FORMULA Flexibility Mack web Solutions @mackfogelson
  49. 49. BIG FAT LESSON Mack web Solutions @mackfogelson
  50. 50. HERE’S WHERE WE FAILED AND also WHAT WE’VE LEARNED Mack web Solutions @mackfogelson image credit: http://fineartamerica.com/featured/maths-formula-on-chalkboard-setsiri-silapasuwanchai.html
  51. 51. WRONG?WHAT WENT DIDN’T PUSH BACK DIDN’T BREAK SILOS DIDN’T EFFECTIVELY SET EXPECTATIONS BUILDING COMMUNITY TAKES COLLABORATION AND A TON OF HARD WORK. EVERYONE NEEDS TO BE COMMITTED TO SUCCESS. Mack web Solutions @mackfogelson
  52. 52. LEARNEDWHAT WE BUILD A PROCESS & TEAM TOGETHER RISK SAYING NO FOCUS ON GOALS TAKE THE TIME TO UNDERSTAND THE TEAM AND THE MAKEUP OF THE BUSINESS. WILL YOU BE MOTIVATED TO EFFECT CHANGE? WILL THEY? Mack web Solutions @mackfogelson
  53. 53. Mack web Solutions @mackfogelson our JOB is to MAKE a DIFFERENCE
  54. 54. your job is not to - JOHN DOHERTY - Distilled “ “ Mack web Solutions @mackfogelson EFFECT CHANGE. DELIVER REPORTS. your job is to
  55. 55. Mack web Solutions @mackfogelson ALWAYS keep the FOCUS on BUILDING your BUSINESS
  56. 56. SOME PRESENTS Mack web Solutions @mackfogelson - YOU GUYS ARE AWESOME - for reals http://bitly.com/bundles/mackwebsolutions/4 WWW.MACKWEBSOLUTIONS.COM/BLOG building-online-communities.mackwebsolutions.com
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