Halo of Authority: The Zen of Digital Marketing

Halo of Authority The Zen of Digital Marketing Michael Reynolds, SpinWeb www.spinweb.net Business card: text “mrey” to 50500

Getting the Word Out • I have a great product/service • How do I tell people about it? • How do I reach qualiﬁed customers?

Is paper really scalable anymore? Is it effective? Is it a crutch?

Establish Center of Inﬂuence • Company web site (or blog) • Should be professionally- designed, attractive, and active • Should be an information resource about your company • Should be ready to collect leads/ sales

Top Internet Marketing Tools • Search Marketing: PPC • Search Marketing: Organic • Email Marketing • Blogging • Facebook • LinkedIn • Twitter

• PPC Advertising (Pay-Per-Click) Search Marketing • Organic

PPC or Paid Search Ads • Very easy to get started quickly • Requires little startup budget ($300 - $400/month) • Can blow through a lot of money if not optimized • 30% - 40% visibility • Easy to track conversions

Organic Search • Requires ongoing effort • Can be more expensive if professionally managed • Brings in more long-term trafﬁc than PPC • 60% - 70% visibility over PPC

Keyword Selection • Research: auto service, bmw, mechanic • Intent to buy: Indianapolis auto repair, Indianapolis BMW repair, Porsche service • Target those who are ready to buy • Be speciﬁc

Email is a proven, familiar, and powerful way to market

Make sure your email campaigns are interesting, relevant, consistent, and 100% permission-based

Blogging is a great platform for building authority Blogging helps drive organic search engine trafﬁc Blogging gives you something to distribute

Social Media Social media is people having conversations online

Line between business and personal is blurring - everyone is interested in people

How to interact with the network? • Ask Questions • Answer Questions • Add value to the community by sharing interesting content

Consumers trust recommendations from their peers and friends

Why should you do it? • It can generate leads, referrals and eventually money • It’s permission marketing (It's all about 'Yes') • It’s another outlet for your content • It’s Fun :-)

Which social networks should you be a member of?

• More than 120 million active users • Facebook is the 4th most-trafﬁcked website in the world • Facebook is the most-trafﬁcked social media site in the world

Facebook Groups Great for common-interest groups Useful for non-proﬁts, volunteer organizations Create groups for your customers and potential customers to share information

Facebook Fan Pages • Great for businesses • Allows installation of applications, blogs postings, etc. • Indexed by search engines • Business ideas: post events, workshops, press releases, blog entries, design galleries, product videos, etc.

Creating a Fan Page Footer of any page

• Over 30 million professionals use LinkedIn to exchange information, ideas and opportunities • Find referral partners • Find employees • Find a job

• Twitter asks one question, \"What are you doing?\" Answers must be under 140 characters in length and can be sent via mobile texting, instant message, or the web. • Twitter can be used to update your Facebook status, your blog, and various other sources simultaneously.

Why these three? • Because these networks have risen to the top for professional interaction. • Because they are generic enough for anyone to be a member.

How to interact with the network? • Create a complete proﬁle (all about you) • Add friends (gravitate towards connections you already know, add their connections) • Post (what you think is relevant: articles, video, images, etc.) • Comment (what do you have to say about things?) • Invite (ask others to join the conversation)

YOUR PROFILE Your profile reflects your personal brand Use a clear, high-quality photo Use the same profile photo on all sites

• Fill out complete information - keep it professional, yet interesting • Use the same information about yourself - tell the same story • Edit your social media proﬁles & elements with the right keywords

Business PR • Avoid blatant self-promotion • Post useful, interesting information (articles, blog posts, news, events, etc.) • Promote others to build connections • Make introductions to refer business to others (givers gain) • Remember to be professional, yet interesting and personal

“Halo of Authority”

Be Passionate!

Halo of Authority The Zen of Digital Marketing Michael Reynolds, SpinWeb www.spinweb.net Business card: text “mrey” to 50500

Halo of Authority: The Zen of Digital Marketing

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