Digital Media Overview


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This digital media overview was presented to Entrepreneur's EDGE on November 15, 2012. It covers website design, search engine optimization, paid search, email marketing, mobile and social media.

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Digital Media Overview

  1. 1. EDGEDigital Media Overview November 15, 2012
  2. 2. INTRODUCTIONHow It Got Started• It seemed like a good idea…• Built out the Internal Marketing Dept. 2006 - 2009• Clients started to inquire• Great added value service• Hired great people• Launched Marketing Services Group in February 2009 11/14/2012 2
  3. 3. AGENDA• Website Design• Search Engine Optimization• Paid Search• Email Marketing• Mobile• Social Media
  4. 4. OVERVIEWInbound Marketing: The Basics• Creating content that your clients/prospects will seek out rather than pushing your message onto them• Content that your clients highly value• Make your firm and your content easy to find• Can work harder and longer than outbound marketing• Less hard costs• Trackable and detailed ROI
  5. 5. WEBSITE• Setting Website Goals and Objectives• Website Tracking• Generating Leads
  6. 6. WEBSITE GOALSWhat Are The Marketing Goals and Objectives Of Your Website?• Establish a web presence/credibility?• Promote your brand?• Act as a resource to your customers?• Generate leads for your business?• Sell your product online?
  7. 7. WEBSITE GOALSGOAL: Establish a Web Presence/Credibility• People are Googling your company• What do they find when they get to your website?  First impression  Establishing a web presence allows you to control this message• Can be done at a relatively low cost using a template layout• Functions as a “cyber-brochure”
  8. 8. WEBSITE GOALSGOAL: Establish a Web Presence/Credibility• Basic overview information• No call to actions• No interaction• No resource information• No lead generation or tracking
  9. 9. WEBSITE GOALSGOAL: Promote Your Brand• First interaction with your brand  A branded website allows you to control the look and feel that your clients and prospects encounter• Allows you to differentiate their web experience from your competitors’• Likely to require custom design and coding
  10. 10. WEBSITE GOALSGOAL: Promote Your Brand
  11. 11. WEBSITE GOALSGOAL: Act as a Resource• Clients and prospects are looking for answers to their questions online  Can you be the answer?• Become visible in search engines for questions your clients are asking• Have visitors return to your site over and over• Requires a significant time investment to create content
  12. 12. WEBSITE GOALSGOAL: Act as a Resource• 16% of Google searches are performed for the first time
  13. 13. WEBSITE GOALSGOAL: Act as a Resource
  14. 14. WEBSITE GOALSGOAL: Generate Leads For Your Business• Attracting hundreds or thousands of visitors is great, but do you know how to get in touch with them?  Collect lead details by using offers• Create relevant content that your visitors find valuable, and they will give you contact information in exchange.• Time must be invested to create content that your visitors will value highly.
  15. 15. WEBSITE GOALSGOAL: Generate Leads For Your Business
  16. 16. WEBSITE GOALSGOAL: Generate Leads For Your Business
  17. 17. WEBSITE GOALSGOAL: Sell Your Product Online• Whether you are selling products direct, or driving customers to distributors, you want to make it easy to buy your product.• Popular options include PayPal or Google Checkout• These third-party services charge a fee per-transaction
  18. 18. WEBSITE GOALSGOAL: Sell Your Product Online
  19. 19. WEBSITE GOALSGOAL: Sell Your Product Online
  20. 20. WEBSITE TRACKINGHow Are You Measuring the Success of Your Website?• Number of visitors?• Search visibility?• Quality of visitors?• Number of leads?• Number of sales?
  21. 21. WEBSITE TRACKINGGoogle Analytics• In order to start tracking, you need an analytics program• Google Analytics is free and easy to use•• Install tracking code and you can be up and running in minutes
  22. 22. WEBSITE TRACKINGGoogle Analytics Overview
  23. 23. WEBSITE TRACKINGGoogle Analytics Overview
  24. 24. WEBSITE TRACKINGLocation
  25. 25. WEBSITE TRACKINGBrowser & Operating Systems
  26. 26. WEBSITE TRACKINGDevices
  27. 27. WEBSITE TRACKINGOrganic Search
  28. 28. WEBSITE TRACKINGSocial Sources
  29. 29. WEBSITE TRACKINGSite Content
  30. 30. WEBSITE TRACKINGIn-Page Analytics
  31. 31. WEBSITE TRACKINGGoals Overview
  32. 32. LEAD GENERATIONOnline Lead Generation Tactics• Contact form• Request A Quote• Ask an Expert• Mailing list• “Premium” download• Webinar/event
  33. 33. LEAD GENERATIONContact Form• Base model• Requires almost no effort from site owner• Low lead generation
  34. 34. LEAD GENERATIONRequest a Quote• Gather data sales team needs to qualify prospect
  35. 35. LEAD GENERATIONAsk an Expert• Answer direct questions from customers• Requires technical expertise & monitoring• Timely response• Dedicated• Provides direct interaction with your prospects and customers• Positions you as Industry expert/leader/authority in your market
  36. 36. LEAD GENERATIONMailing List• Sign up for information• Typically a e-newsletter• Need to create and provide information• Dedication (i.e., quarterly, monthly weekly, etc.)
  37. 37. LEAD GENERATIONPremium Download
  38. 38. LEAD GENERATIONWebinar/Event
  39. 39. LEAD GENERATIONLead Follow-Up• Someone MUST own this• Create process and follow it• Personal contact  E-mail, phone call, add to e-newsletter, invite to event, etc.• Add to marketing communications (i.e., e-newsletter, e-blasts, etc.)• Keep-in-touch program
  40. 40. WEBSITE SUMMARY• Goals and Objectives• Tracking• Leads• Questions?
  41. 41. SEARCH ENGINE OPTIMIZATION• Paid vs. Organic Search• Keyword Research• On-Page Optimization• Links
  42. 42. PAID VS. ORGANIC
  43. 43. PAID VS. ORGANICDoes Anyone Click On Paid?• Depends on the searchSurvey Released in August 2012:• 1.4 billion searches conducted by 28 million UK citizens in June 2011• Overall 94% for organic to 6% for paid• However…
  44. 44. PAID VS. ORGANIC© 2012 Skoda Minotti November 14, 2012Source:
  45. 45. PAID VS. ORGANICSource:© 2012 Skoda Minotti November 14, 2012
  46. 46. KEYWORD RESEARCH• Google Keyword Tool –• Determine search volume• Find related keywords• Generate new ideas
  49. 49. PAGE TITLES
  50. 50. HEADLINES
  52. 52. LINKSFind sites that currently link to you:
  53. 53. LINK BUILDINGFind New Link Partners• Partners/vendors• Trade associations• Community organizations• Local Chambers of Commerce• Better Business Bureau• College/Universities (recruiting)
  54. 54. SEO SUMMARY• Paid vs. Organic• Keyword Research• On-Page Optimization• Links• Questions?
  55. 55. PAID SEARCH• Keyword Research and Selection• Budget• Ad Creation• Measurement and Management
  57. 57. BUDGET
  58. 58. AD CREATIONAd Creation• Create Ad Groups for different target audiences/objectives• Create multiple variations within each Ad Group• Make sure each ad leads to a landing page• Test ad variations to see which performs the best
  59. 59. MEASUREMENTWithin AdWords
  60. 60. MEASUREMENTWithin AdWords
  61. 61. MANAGEMENT• Search Network/Display Network• Device: Desktop/Tablet/Mobile• Location• Language• Manual/Auto Bidding• Scheduling
  62. 62. PAID SEARCH SUMMARYKeyword Research and Selection• Keyword Research• Budget• Ad Creation• Measurement & Management• Questions?
  63. 63. EMAIL• List Building• Email Service Providers• Content• Measurement
  64. 64. LIST BUILDINGNever Purchase An Email List• Build organically through clients and contacts• Develop process for adding new contacts to the list• Promote signup in email signature, on website, social media, etc.
  65. 65. LIST BUILDINGWebsite Signup
  66. 66. EMAIL SERVICE PROVIDER Find your ESP: ExactTarget Constant Contact
  67. 67. CONTENT• Company news• Industry news• New offers/specials/discounts• Q&A• Team member profile• Call-to-action (CTA)• Surveys• Etc.
  68. 68. CONTENT
  69. 69. MEASUREMENTSend Stats• Open Rate• Click Rate• Unsubscribes• Bounce Rate• Popular Links
  70. 70. MEASUREMENTIndustry Stats -
  71. 71. MEASUREMENTIndividual Tracking
  72. 72. SUMMARY• List Building• Email Service Providers• Content• Measurement• Questions?
  73. 73. MOBILE• Mobile Optimized Content• QR Codes• Is Mobile Right for You?
  74. 74. MOBILE OPTIMIZEDNot Optimized Optimized
  75. 75. QR CODES
  76. 76. IS IT RIGHT FOR YOU?• What are your goals and objectives?• Do you have mobile-optimized content to promote?• Is your audience mobile?
  77. 77. MOBILE SUMMARY• Mobile Optimized Content• QR Codes• Is it Right for You?• Questions?
  78. 78. SOCIAL MEDIA• Blog• Facebook• Twitter• Google Plus• YouTube
  79. 79. BLOG• Blog Layout• Content Generation• Blog Platform• Attracting Traffic• Measurement
  80. 80. BLOG
  81. 81. BLOGContent Generation• Industry News/Opinion  Content Curation Sites (I.E., Scoopit.Com)• Q&A From Customers• Company News• Guest Blogs• Repurposed Content From Other Platforms• Etc.
  82. 82. BLOGBlog Platform WordPress Blogger
  83. 83. BLOGAttracting Traffic• Search Engine Optimization• Website• E-blast/E-newsletters/E-mail signatures• Social Media
  84. 84. BLOGMeasurement
  85. 85. FACEBOOK• Individual Page• Place Page• Facebook Ads
  86. 86. FACEBOOKIndividual vs. Place Pages
  87. 87. FACEBOOKFacebook Ads
  88. 88. FACEBOOKFacebook Ads
  89. 89. TWITTER• Individual Page• Business Page• Twitter Ads
  90. 90. TWITTERIndividual/Business Page
  91. 91. TWITTERTwitter Ads
  92. 92. GOOGLE PLUS• Individual Page• Author Profile• Business Page
  93. 93. GOOGLE PLUSIndividual Page
  94. 94. GOOGLE PLUSAuthor Profile
  95. 95. GOOGLE PLUSBusiness Page
  96. 96. GOOGLE PLUSBusiness Page
  97. 97. YOUTUBE• Content Generation• Company Channel• Measurement
  98. 98. YOUTUBEContent Generation• Product videos• “How-to”• Customer Q&A• Testimonials• Industry relevant• Etc.
  99. 99. YOUTUBECompany Channel
  100. 100. YOUTUBEMeasurement
  101. 101. SUMMARY• Facebook• Twitter• Google Plus• YouTube• Blog• Questions?
  102. 102. THANK YOU! Jonathan Ebenstein Managing Director, Marketing Services Phone - (440) 449-6800 x7231 Email - Bob Goricki Online Marketing Manager Phone - (440) 449-6800 x7234 Email - bgoricki@skodaminotti.comDownload slides at: Request a free website report card: