Build a Better Business with Digital Marketing
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Build a Better Business with Digital Marketing

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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.

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.

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  • 1. #MozCon Mackenzie Fogelson Mack Web Solutions @mackfogelson Building a Better Business with Digital Marketing
  • 2. Mack web Solutions @mackfogelson a SHIFT in FOCUS
  • 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. there’s a BETTER way Mack web Solutions @mackfogelson
  • 5. what ASSETS - PADDY MOOGAN - Distilled “ “ Mack web Solutions @mackfogelson CAN’T TAKE AWAY? CAN YOU BUILD THAT
  • 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. Mack web Solutions @mackfogelson BUILD a COMMUNITY and you will BUILD your BUSINESS
  • 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. WE’VE COLLECTED 12 MONTHS OF community-building DATA Mack web Solutions @mackfogelson image credit: http://learni.st/users/36/boards/805-occupation
  • 10. Mack web Solutions @mackfogelson we BUILT a PROCESS
  • 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. Mack web Solutions @mackfogelson we’ve seen RESULTS LIKE THIS
  • 13. but WE’VE also SEEN THIS Mack web Solutions @mackfogelson
  • 14. BUILDING COMMUNITY Mack web Solutions @mackfogelson
  • 15. stuff that made a difference BUILDING COMMUNITY 1 Mack web Solutions @mackfogelson
  • 16. stuff that made a difference BUILDING COMMUNITY stuff we’d like to change 1 2 Mack web Solutions @mackfogelson
  • 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. goals not tools BUILDING COMMUNITY 1 Mack web Solutions @mackfogelson
  • 19. goals not tools BUILDING COMMUNITY diverse content 1 2 Mack web Solutions @mackfogelson
  • 20. goals not tools BUILDING COMMUNITY diverse content flexibility & formula 1 2 3 Mack web Solutions @mackfogelson
  • 21. 1 Mack web Solutions @mackfogelson FOCUS not tools ON GOALS,
  • 22. set goals for your whole business. they are the building blocks for strategy and direction. Mack web Solutions @mackfogelson GOALS not TOOLS
  • 23. Mack web Solutions @mackfogelson Goals1
  • 24. Mack web Solutions @mackfogelson Goals KPIs2 1
  • 25. Mack web Solutions @mackfogelson Goals KPIs Strategy3 1 2
  • 26. Mack web Solutions @mackfogelson Goals KPIs Strategy Execution4 1 2 3
  • 27. Mack web Solutions @mackfogelson Goals KPIs Strategy Execution Analysis5 1 2 3 4
  • 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. 2 BUILD CONTENT DIVERSE Mack web Solutions @mackfogelson
  • 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. JUST like @72andsunny Mack web Solutions @mackfogelson
  • 32. BUGABOO DAYTRIPS Mack web Solutions @mackfogelson http://www.72andsunny.com/work/bugaboo/daytrips/film-daytrips
  • 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. Mack web Solutions @mackfogelson Goals1
  • 35. SET a GOAL Mack web Solutions @mackfogelson
  • 36. Mack web Solutions @mackfogelson Goals KPIs2 1
  • 37. DETERMINE how to MEASURE IT Mack web Solutions @mackfogelson
  • 38. Mack web Solutions @mackfogelson Goals KPIs Strategy3 1 2
  • 39. DEVELOP a CREATIVE STRATEGY Mack web Solutions @mackfogelson
  • 40. Mack web Solutions @mackfogelson Goals KPIs Strategy Execution4 1 2 3
  • 41. EXECUTE the STRATEGY Mack web Solutions @mackfogelson
  • 42. BRIDGE online & OFFLINE Mack web Solutions @mackfogelson
  • 43. LET your COMMUNITY DO THE WORK Mack web Solutions @mackfogelson
  • 44. THEY can PROVIDE IDEAS for CONTENT Mack web Solutions @mackfogelson
  • 45. CONTENT that’s all ABOUT THEM Mack web Solutions @mackfogelson
  • 46. Mack web Solutions @mackfogelson Goals KPIs Strategy Execution Analysis5 1 2 3 4
  • 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. 3 BALANCE & FORMULA Flexibility Mack web Solutions @mackfogelson
  • 49. BIG FAT LESSON Mack web Solutions @mackfogelson
  • 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. 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. 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. Mack web Solutions @mackfogelson our JOB is to MAKE a DIFFERENCE
  • 54. your job is not to - JOHN DOHERTY - Distilled “ “ Mack web Solutions @mackfogelson EFFECT CHANGE. DELIVER REPORTS. your job is to
  • 55. Mack web Solutions @mackfogelson ALWAYS keep the FOCUS on BUILDING your BUSINESS
  • 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