SOME BACKGROUND INFORMATION...          Founder and CEO of The Loud Few, VP Digital Operations at Moosylvania.          SE...
GOALS & OBJECTIVES FOR TODAY  Provide an overview of 4 key digital strategies you  should be using to improve your brand p...
STRATEGY 1: SEO              FIND  MY  BRAND                                4
SEARCH ENGINE OPTIMIZATION               PPC             Organic                             5
SEO - BENEFITS  Identify how consumers are searching for your brand and topics  relevant to your products.  Increase brand...
FUN STATS: SEO US Senior Marketing Executives rank SEO as the most effective strategy for generating conversions.         ...
SEO CASE STUDY: TRUMOO PILOT                               8
SEO CASE STUDY: TRUMOO PILOT                               9
SEO CASE STUDY: TRUMOO PILOT                               10
SEO: A CASE STUDY    60%                      286%                        42%    increase in traffic       more pageviews f...
SEO - DO TOMORROW       1. KEYWORD RESEARCH         to identify branded and non-branded search terms,         as well as c...
STRATEGY 2: CONTENT STRATEGY                               13
CONTENT STRATEGY - WHAT IS IT? It’s Your Master Plan for:        Delivering key messaging        Engaging you target audie...
CONTENT STRATEGY - 6 STEPS TO SUCCESS     1. IDENTIFY                         4. LISTEN       what topics interest your   ...
AUDIENCE RESPONSE                                                           & FEEDBACK                                    ...
CONTENT STRATEGY CASE STUDY: CUTEX                                     17
CONTENT STRATEGY CASE STUDY: CUTEX            Content was all product-oriented                                            ...
CONTENT STRATEGY CASE STUDY: CUTEX                                     19
CONTENT STRATEGY CASE STUDY: CUTEX        User submitted content is also shared via social media.                         ...
CONTENT STRATEGY CASE STUDY:     WHAT’S HOTNAIL HEALTH TIPS      SHOP NOW                                 21
CONTENT STRATEGY CASE STUDY: CUTEX                                     22
CONTENT STRATEGY - RESULTS    2k+ post views in the first 2 weeks on Facebook.    Twitter fan growth – 500 followers in the...
CONTENT STRATEGY - DO TOMORROW       1. DO YOUR RESEARCH         on where conversations are happening and         sentimen...
STRATEGY 3: SOCIAL MEDIA                           25
FUN STATS: SOCIAL MEDIA                          26
FUN STATS: SOCIAL MEDIA                          27
FUN STATS: FACEBOOK    Facebook generates the most conversions for B2C.                                                   ...
FACEBOOK STRATEGY    Offer exclusive content – FB users want discounts from brands.    personality for your brand.        ...
FACEBOOK CASE STUDY                      30
FACEBOOK CASE STUDY  23,811,912      GAINED OVER  IMPRESSIONS     21K FANS      AVERAGE                                CPM...
FACEBOOK - DO TOMORROW       1. MAKE YOUR WEBSITE MORE SOCIAL         intergrate sharing and social media streams       2....
STRATEGY 4: GET MOBILE                         33
MOBILE MARKETINGMOBILE ADS         MOBILE WEBSITES   SMS               MOBILE APPS                   LOCATION-BASED QR COD...
FUN STATS: MOBILE       5 BILLION+       PEOPLE HAVE A MOBILE PHONE                                           79%         ...
QR - WHAT IS IT?     QR is simply a link from the physical world to the digital world.     QR requires a smartphone with a...
QR - INTERESTING EXAMPLES           User shopping via QR at a subway station                                              ...
QR - INTERESTING EXAMPLES            QR reinvents focus groups at retail.                                                 ...
QR - TIPS FOR MAKING IT A SUCCESS     Make sure your QR is scannable on multiple devices.     Make sure you are driving to...
MOBILE - DO TOMORROW       1. CREATE A MOBILE PRESENCE         make your website mobile accessible.       2. START SCANNIN...
FOLLOW UP RESOURCES    This presentation is available at:          http://www.slideshare.net/theloudfew    Resources for t...
THAT’S A WRAP!YOU HAVE SUCCESSFULLY COMPLETEDTHIS CRASH COURSE                                  42
15 Things You Can Do Tomorrow To Grow Digital Presence
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15 Things You Can Do Tomorrow To Grow Digital Presence

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15 Things You Can Do Tomorrow To Grow Digital Presence

  1. 1. SOME BACKGROUND INFORMATION... Founder and CEO of The Loud Few, VP Digital Operations at Moosylvania. SEO and PPC Instructor at Buzzhound Learning Lab Board Member of Social Media Club St. Louis and Ad Club St. Louis You can reach me: erin@theloudfew.com @steinburglar linkedin.com/in/erinsteinbruegge facebook.com/erin.steinbruegge theloudfew.com/blog 2
  2. 2. GOALS & OBJECTIVES FOR TODAY Provide an overview of 4 key digital strategies you should be using to improve your brand presence online. Discuss some stats and examples around the strategy. Walk away with tactics you can implement immediately. 3
  3. 3. STRATEGY 1: SEO FIND  MY  BRAND 4
  4. 4. SEARCH ENGINE OPTIMIZATION PPC Organic 5
  5. 5. SEO - BENEFITS Identify how consumers are searching for your brand and topics relevant to your products. Increase brand impressions and brand awareness in organic search results. Position your brand as an authority online. Increase the quality and quantity of traffic to your website. 6
  6. 6. FUN STATS: SEO US Senior Marketing Executives rank SEO as the most effective strategy for generating conversions. 7
  7. 7. SEO CASE STUDY: TRUMOO PILOT 8
  8. 8. SEO CASE STUDY: TRUMOO PILOT 9
  9. 9. SEO CASE STUDY: TRUMOO PILOT 10
  10. 10. SEO: A CASE STUDY 60% 286% 42% increase in traffic more pageviews for growth in social for optimized pages. optimized content. media fans. Data from this program allowed us to develop our website and content strategy for the national rollout. 11
  11. 11. SEO - DO TOMORROW 1. KEYWORD RESEARCH to identify branded and non-branded search terms, as well as competitor search terms. 2. AUDIT THE CONTENT on your existing site and build a plan for incorporating new content base on these terms. 3. CREATE A PLAN FOR SHARING your content via RSS feeds, PR, social media and industry specific publications. 12
  12. 12. STRATEGY 2: CONTENT STRATEGY 13
  13. 13. CONTENT STRATEGY - WHAT IS IT? It’s Your Master Plan for: Delivering key messaging Engaging you target audience 14
  14. 14. CONTENT STRATEGY - 6 STEPS TO SUCCESS 1. IDENTIFY 4. LISTEN what topics interest your to what people are saying customers. about your brand. 2. ENGAGE 5. MEASURE where these conversations what content is take place. most successful. 3. SHARE 6. OPTIMIZE your content in the appropriate based on user feedback channels. and analytics data. 15
  15. 15. AUDIENCE RESPONSE & FEEDBACK DISTRIBUTION PLATFORMS SHARE WITH YOUR RESOURCE SHARING FRIENDS CONTENT HOME PRODUCTS BASE & SERVICES VIDEO HOSTING CONTACT OPTIMIZED INFORMATION CONTENT & TARGETED YOUR WEBSITE CONTENT OUT CONTENT DISTRIBUTION SOCIAL NETWORKING DOCUMENTS,WHITEPAPERS SEARCH ENGINE& SLIDESHOWS & SOCIAL MEDIA ARTICLES STRATEGY SOCIAL BOOKMARKINGINDUSTRY NEWS YOUR BLOG & REFERENCES PERFORMANCE VIDEOS ANALYISIS AGGREGATORS FAQS SEARCH ENGINES SEARCH ENGINE & WEBSITE ANALYTICS FEEDBACK 16
  16. 16. CONTENT STRATEGY CASE STUDY: CUTEX 17
  17. 17. CONTENT STRATEGY CASE STUDY: CUTEX Content was all product-oriented 18
  18. 18. CONTENT STRATEGY CASE STUDY: CUTEX 19
  19. 19. CONTENT STRATEGY CASE STUDY: CUTEX User submitted content is also shared via social media. 20
  20. 20. CONTENT STRATEGY CASE STUDY: WHAT’S HOTNAIL HEALTH TIPS SHOP NOW 21
  21. 21. CONTENT STRATEGY CASE STUDY: CUTEX 22
  22. 22. CONTENT STRATEGY - RESULTS 2k+ post views in the first 2 weeks on Facebook. Twitter fan growth – 500 followers in the first month. 23
  23. 23. CONTENT STRATEGY - DO TOMORROW 1. DO YOUR RESEARCH on where conversations are happening and sentiment around you brand. 2. CREATE WEBSITE CONTENT that tells users what to do. 3. CREATE AN EDITORIAL CALENDAR Download a free template in Resources 4. STICK WITH IT!! 24
  24. 24. STRATEGY 3: SOCIAL MEDIA 25
  25. 25. FUN STATS: SOCIAL MEDIA 26
  26. 26. FUN STATS: SOCIAL MEDIA 27
  27. 27. FUN STATS: FACEBOOK Facebook generates the most conversions for B2C. 28
  28. 28. FACEBOOK STRATEGY Offer exclusive content – FB users want discounts from brands. personality for your brand. 29
  29. 29. FACEBOOK CASE STUDY 30
  30. 30. FACEBOOK CASE STUDY 23,811,912 GAINED OVER IMPRESSIONS 21K FANS AVERAGE CPM OF 50¢ CONVERTED FB AD CLICKS TO FANS AT 77% 31
  31. 31. FACEBOOK - DO TOMORROW 1. MAKE YOUR WEBSITE MORE SOCIAL intergrate sharing and social media streams 2. CREATE A “FAN GATE” 3. CREATE A TOS that is public to your FB fans 4. CREATE A SOCIAL MEDIA PLAYBOOK Free templates available in Resources 5. CONSIDER A CONTEST OR COUPON with a FB ad campaign 32
  32. 32. STRATEGY 4: GET MOBILE 33
  33. 33. MOBILE MARKETINGMOBILE ADS MOBILE WEBSITES SMS MOBILE APPS LOCATION-BASED QR CODES SERVICESGEOFENCING AUGMENTED REALITY 34
  34. 34. FUN STATS: MOBILE 5 BILLION+ PEOPLE HAVE A MOBILE PHONE 79% OF SMARTPHONE USERS THAT’S 1 BILLION MORE THAN HAVE USE THEIR PHONE TO ACCESS TO A CLEAN TOILET. HELP THEM SHOP. 74% MORE THAN HAVE PURCHASED DUE TO USING THEIR SMARTPHONE WHEN SHOPPING. HALF OF AMERICANS WILL HAVE A SMARTPHONE. 35
  35. 35. QR - WHAT IS IT? QR is simply a link from the physical world to the digital world. QR requires a smartphone with a camera and QR scanning software. after the scan that makes or breaks a QR campaign. 36
  36. 36. QR - INTERESTING EXAMPLES User shopping via QR at a subway station 37
  37. 37. QR - INTERESTING EXAMPLES QR reinvents focus groups at retail. 38
  38. 38. QR - TIPS FOR MAKING IT A SUCCESS Make sure your QR is scannable on multiple devices. Make sure you are driving to a mobile accessible page. 39
  39. 39. MOBILE - DO TOMORROW 1. CREATE A MOBILE PRESENCE make your website mobile accessible. 2. START SCANNING QR codes around you 3. DOWNLOAD A LOCATION-BASED APP or coupon app and explore user rewards. 40
  40. 40. FOLLOW UP RESOURCES This presentation is available at: http://www.slideshare.net/theloudfew Resources for this presentation are available at: http://www.theloudfew.com/digital-resources Downloadable editorial calendar template Links to social media policy templates Links to free tools for keyword research and social media monitoring Moosetracker - Mobile and Social Media Case Studies are available at: http://tracker.moosylvania.com/ 41
  41. 41. THAT’S A WRAP!YOU HAVE SUCCESSFULLY COMPLETEDTHIS CRASH COURSE 42
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