How to design and customize your digital marketing strategy to drive leads and convert them? Riithink, a digital marketing agency based out of Chapel Hill, has been asked to present this specific topic for the SCORE organization. From a beautiful website to paid media or email marketing, how can business owners use these digital media outlets to drive leads and convert them? Expect to have this question answered in this presentation. Riithink offers a free digital marketing audit, just give them a buzz at hello@riithink.com.

1. Presentation 3.2.2016

2. About Patrick Smith
Patrick Smith, founder of Chapel-Hill based marketing agency
Riithink, is an Ironman, tech entrepreneur and solutions
architect. Patrick received his Bachelor's Degree in computer
science from UNC Wilmington.
Prior to starting Riithink, Patrick led multiple multinational
eCommerce companies. With extensive knowledge in the
digital space, Patrick started Riithink in 2009 and has since
expanded the agency to service small businesses, mid-
markets and mega corporations.
Patrick enjoys cycling and spending time with his wife and
three children.

3. Summary
1) General Digital Market Highlights
2) Basic components of a Digital Marketing Program:
3) Conclusion
1. Foundation
2. SEO
3. Email or remarketing
4. Content Strategy -
Blog
5. PPC
6. Social

4. Strategy - General Digital Marketing Highlights
1) B2C E-commerce: North American sales of $375.89 billion in 2015, up
14.3% from $328.6 billion in 2014.
2) Growth Projection: The web will account for 7.3% of global retail sales
in 2015, growing to 12.4% by 2019.
3) Mobile sales: In 2015 U.S. mobile commerce sales will total $104.05
billion, up to 38.7% from $75.03 billion in 2014.
4) B2B or business to business e-commerce sales will double traditional
e-retail sales.
*Sources: eMarketer - marketing research firm

5. Basic components of a Digital Marketing Program
1) Foundation: Is your website ready for increased demand?
● Is it responsive across all devices?
● Is it optimized for your product or service?
● Is the content relevant?
● Can your customers find easily what they need/want? Is the site
functional and does it have a usable UX/UI?
● Do you have CTAs (Buy Now) or (Get info Now) ?
● Is your analytics platform set up and properly working ?
● Are your goals and conversions tracking properly running ? (e.g.:
confirmation page for user signup or conversions for commerce or
other)

6. Basic components of a Digital Marketing Program
UX - User Experience
the technical and analytical
UI - User Interface
the graphic design
1) Foundation: UX and UI

7. Basic components of a Digital Marketing Program
2) SEO - Or Search Engine Optimization.
** Now a Hybrid model - Cross between SEO and Content Marketing
● Are you being found when people search for you on Google?
● Research specific keywords most commonly search for in your industry
● Use these keywords on your website and through your social media
platforms
● Build internal and external links. Your goal is to be seen as an authority
by a search engine’s eyes
● Utilize tools that will enhance your website platform -- if you use
Wordpress, the #1 CMS platform, be sure to use an SEO tool built to
enhance its SEO features

8. *Google trends
*Keyword analysis
Basic components of a Digital Marketing Program
2) SEO / Content Marketing / Yoast and WP

9. Basic components of a Digital Marketing Program
3) Email Marketing - Engage with your customers and bring them back to
your website with the most affordable digital marketing channel
● Create a quality design for your email template
● Provide useful, relevant information through email on a regular basis to
help convert leads to customers
● Track open rates, click rates with the email marketing campaign system
● Use A/B testing: enables you to see which email has done better and
why
● For every $1 spent on email marketing, the average company gets $44 in
return

10. Basic components of a Digital Marketing Program
● Build your list - use
industry techniques
● Avg cost to send an email is
.006 cents
● $42.45 - For every $1 spent,
this is the average return
on email marketing
investment. That is
staggering 4,300% ROI.
*Source - DM
3) Email Marketing

11. Basic components of a Digital Marketing Program
4) Content Strategy - Your website should be filled with relevant
information. Make your site a destination!
● Companies that blog get 55% more traffic than companies that don’t.
● Your site should be easy for readers to subscribe through RSS and email
● Highlight content with share buttons for social media
● Enable comments on the blog so readers can react to your content
● Plan for visual content -- video and photo. Did you know video makes up
50% of all mobile traffic?
● Forget stock photos

12. Basic components of a Digital Marketing Program
The key takeaway here is that
you must develop a plan.
4) Content Strategy - Blogs, Youtube, Slideshare, Linkedin, FB,
Twitter, Instagram... You get the drift!

13. Basic components of a Digital Marketing Program
5) PPC - Pay-per-click advertising: highlight your web pages on top of
search engines.
● Instantly creates traffic to your website
● Can target web searchers based upon demographics, geographic
location, affinity groups, time of day, etc.
● Ensure PPC strategy aims toward a measurable goal (e.g., a lead
generation form or product purchase)
● Advanced techniques (retargeting, remarketing) to bring users back to
your website for less spend
● Easy to manage and throttle based upon budget

14. Basic components of a Digital Marketing Program
1) Brand
5) PPC - There are two high-level categories of PPC Marketing:
2) Non-Brand
(prospecting)

15. Basic components of a Digital Marketing Program
6) Social Media Presence: Social networks are just not for individuals.
They have several major advantages for businesses.
● Provides an opportunity to create a community around your company
through interaction with the people who are interested in you
● Helps you stay on the radar by posting status updates, media, blog
posts, and information about your company regularly
● Allows you to reach exponential numbers of people at minimal cost
because of the shareable nature of these networks

16. Basic components of a Digital Marketing Program
6) Social Media Presence: Digital Exhaust

17. Conclusion
Where should I start?
1. Foundation of your website
2. SEO - if you have WordPress install “YOAST”
3. Immediately focus on COLLECTING THE EMAIL NAMES
4. At minimum, start your PPC program focusing on BRAND
5. Market your website through Social Media, PPC
6. Nurture your website via blogging, add relevant content to your web
description
7. Have landing pages: get your customer’s attention in one click

18. Riithink Your Web Strategy
Contact
Phone: (919) 903-9274
Email: hello@riithink.com
Our office
400 W. Rosemary St.
Suite 1004
Chapel Hill, NC 27516
Digital Home
www.Riithink.com
@riithink