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Digital Marketing Overview for Ginsberg's Food Show

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DragonSearch presents a digital marketing overview for restaurants hosted by Ginsberg's Foods at the Mid-Hudson Civic Center on March 25th, 2013. Speakers Ralph Legnini, Noni Cavaliere, and Paolo Vidali take audience members through Search Engine Optimization, Social Media Marketing and Pay Per Click advertising. The seminar explains the importance of each in the restaurant industry and what attendees can implement themselves versus what they will need an expert for. For information on these topics, or to ask DragonSearch to speak at your next event, check us out on the web at www.DragonSearchMarketing.com.

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Digital Marketing Overview for Ginsberg's Food Show

  1. 1. SEO/SMM & PPC for Restauranteurs Overview and Actionable Advice Ralph Legnini, Senior SEO/SMM Project Manager - @ruaralph2 Noni Cavaliere – Social Engagement Magician @MissVersatile Paolo Vidali – PPC Specialist @PaoloRobot3/25/2013 DRAGONSEARCH MARKETING I February 2013 1
  2. 2. What do you have to do to get Google to like you? You have a beautiful upscale contemporary Italian restaurant in Rhinebeck, NY.So how come Google likes the pizza parlor down the road better?3/25/2013 DRAGONSEARCH MARKETING I February 2013 2
  3. 3. Your website is the Foundation for all Search Engine Optimization3/25/2013 DRAGONSEARCH MARKETING I February 2013 3
  4. 4. Like a nicely designed kitchen!Search Engine OptimizationOptimizing your Website is likeOptimizing your Kitchen – sothe chef finds everything to be:• Logical• Efficient• Organized• Uncluttered• Functional 3/25/2013 DRAGONSEARCH MARKETING I February 2013 4
  5. 5. “What could be more important than fantastic images of your delicious food?”3/25/2013 DRAGONSEARCH MARKETING I February 2013 5
  6. 6. If someone asked you about your restaurant – would you just show them a picture of a steak?3/25/2013 DRAGONSEARCH MARKETING I February 2013 6
  7. 7. …or show them a photo of a woman posing like a statue?3/25/2013 DRAGONSEARCH MARKETING I February 2013 7
  8. 8. …or maybe just some basic black stuff?3/25/2013 DRAGONSEARCH MARKETING I February 2013 8
  9. 9. …or make an artistic statement?3/25/2013 DRAGONSEARCH MARKETING I February 2013 9
  10. 10. Is a picture worth 1000 words???3/25/2013 DRAGONSEARCH MARKETING I February 2013 10
  11. 11. NO!! - Google Likes Actual Words!3/25/2013 DRAGONSEARCH MARKETING I February 2013 11
  12. 12. and Google Likes EACH Website Page to be about ONE Thing!3/25/2013 DRAGONSEARCH MARKETING I February 2013 12
  13. 13. To Impress Google:• Each Website page should focus on ONE topic• The copywriting should NOT be multi- dimensional• We recommend approximately 400 words of copy for each of your website pages• The copy should include keywords related to just that one topic• Your Meta Title & Description needs keywords3/25/2013 DRAGONSEARCH MARKETING I February 2013 14
  14. 14. A Meta Title Example3/25/2013 DRAGONSEARCH MARKETING I February 2013 15
  15. 15. What else can YOU do??• Map and your address on each webpage• Menu – not a photocopy & not just a .pdf• Google Places & Local Google + Pages• Connect with others to acquire back links• Blog, blog, blog – and NOT just about your wonderful food!!!• Include link buttons to your Social Media sites3/25/2013 DRAGONSEARCH MARKETING I February 2013 16
  16. 16. Social IS Your Community Your online community –first build, then listen A LOT Noni Cavaliere, Community Manager, DragonSearch - @MissVersatile,3/25/2013 DRAGONSEARCH MARKETING I February 2013 17
  17. 17. Social is NOT an ad platform3/25/2013 DRAGONSEARCH MARKETING I February 2013 18
  18. 18. Social is a conversation-online3/25/2013 DRAGONSEARCH MARKETING I February 2013 19
  19. 19. Search Loves Social3/25/2013 DRAGONSEARCH MARKETING I February 2013 20
  20. 20. 3/25/2013 DRAGONSEARCH MARKETING I February 2013 21
  21. 21. 97% of online consumers research products & services online before buying Source: BIA/Kelsey Group, User View Wave VII, May 20103/25/2013 DRAGONSEARCH MARKETING I February 2013 22
  22. 22. Got Social?The Social Media Community:• Facebook• Twitter• Yelp• Google +• Foursquare• Pinterest3/25/2013 DRAGONSEARCH MARKETING I February 2013 23
  23. 23. People are looking for you3/25/2013 DRAGONSEARCH MARKETING I February 2013 24
  24. 24. Facebook2013 :• 106 BILLION active monthly users• 680 million mobile usersSource: http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/3/25/2013 DRAGONSEARCH MARKETING I February 2013 25
  25. 25. Be Community• Profile3/25/2013 DRAGONSEARCH MARKETING I February 2013 26
  26. 26. Be Community• Community Page3/25/2013 DRAGONSEARCH MARKETING I February 2013 27
  27. 27. Be Community• Group3/25/2013 DRAGONSEARCH MARKETING I February 2013 28
  28. 28. What’s for lunch?3/25/2013 DRAGONSEARCH MARKETING I February 2013 29
  29. 29. 3/25/2013 DRAGONSEARCH MARKETING I February 2013 30
  30. 30. Step back and listen3/25/2013 DRAGONSEARCH MARKETING I February 2013 31
  31. 31. Next steps:• Start a Facebook profile• Start a company page or group• Claim URL• Share Share Share Share• Connect3/25/2013 DRAGONSEARCH MARKETING I February 2013 32
  32. 32. What the Twitter?3/25/2013 DRAGONSEARCH MARKETING I February 2013 33
  33. 33. Conversation NOT an Ad3/25/2013 DRAGONSEARCH MARKETING I February 2013 34
  34. 34. Think in Neighborhoods3/25/2013 DRAGONSEARCH MARKETING I February 2013 35
  35. 35. Power of the #3/25/2013 DRAGONSEARCH MARKETING I February 2013 36
  36. 36. Hashtag Communities• Finding related topics to your community3/25/2013 DRAGONSEARCH MARKETING I February 2013 37
  37. 37. Twitter Chat3/25/2013 DRAGONSEARCH MARKETING I February 2013 38
  38. 38. Next Steps• Twitter Account• Search for a Twitter chats – join the conversation• Share your Name• Talk to your community3/25/2013 DRAGONSEARCH MARKETING I February 2013 39
  39. 39. Reviews, Ratings & Talk About You3/25/2013 DRAGONSEARCH MARKETING I February 2013 40
  40. 40. 3/25/2013 DRAGONSEARCH MARKETING I February 2013 41
  41. 41. Evidence of Social Influence• 71% to 83% of people Social Influence on Purchasing use “Reviews” to influence purchase 17% decisions Does not use Uses Online Reviews 83%• 80% will change a decision based on negative reviews 3/25/2013 DRAGONSEARCH MARKETING I February 2013 42
  42. 42. Start with• Responding – HELPFULLY to reviews the negative ones & positive ones3/25/2013 DRAGONSEARCH MARKETING I February 2013 43
  43. 43. People want to know you heard them3/25/2013 DRAGONSEARCH MARKETING I February 2013 44
  44. 44. What’s The End ObjectiveShow Me the Conversation! 3/25/2013 DRAGONSEARCH MARKETING I February 2013 45
  45. 45. SEO & Social Media• “The answer my friend, is blowing in the wind, the answer is blowing in the wind.” Bob Dylan• SEO & Social are merging in ways no-one can accurately predict, that’s why it’s important to focus on both…then add PPC3/25/2013 DRAGONSEARCH MARKETING I February 2013 46
  46. 46. Local PPCCopywriting & Paid Search Advertising Paolo Vidali Sr. Digital Marketing Strategist, DragonSearch3/25/2013 DRAGONSEARCH MARKETING I February 2013 47
  47. 47. What is PPC? • “Pay Per Click” advertising • Only pay when someone clicks • You bid on keywords or placements • You make ads to match those3/25/2013 DRAGONSEARCH MARKETING I February 2013 48
  48. 48. Text ads insearch results3/25/2013 DRAGONSEARCH MARKETING I February 2013 49
  49. 49. Banner or image ads3/25/2013 DRAGONSEARCH MARKETING I February 2013 50
  50. 50. Social ads3/25/2013 DRAGONSEARCH MARKETING I February 2013 51
  51. 51. Why PPC• Incredibly measurable• Connect search phrases with great results3/25/2013 DRAGONSEARCH MARKETING I February 2013 52
  52. 52. Pay Per Click Ads • Help you find new customers • Leverage your other online efforts • Is measurable in every way • Can be acutely targeted3/25/2013 DRAGONSEARCH MARKETING I February 2013 53
  53. 53. PPC Options • Facebook • LinkedIn • Google AdWords • Bing & Yahoo Ads3/25/2013 DRAGONSEARCH MARKETING I February 2013 54
  54. 54. AdWords Express• Promoted to Small Businesses• Very “Easy to use”3/25/2013 DRAGONSEARCH MARKETING I February 2013 55
  55. 55. Spending Big $ Fast• Managing Daily Budgets• Monthly Budget• A Little Bit Adds Up 3/25/2013 DRAGONSEARCH MARKETING I February 2013 56
  56. 56. Targeting You can target your customers3/25/2013 DRAGONSEARCH MARKETING I February 2013 57
  57. 57. Facebook Ads • Find a lot of people very quickly • Amplify your existing social media efforts3/25/2013 DRAGONSEARCH MARKETING I February 2013 58
  58. 58. Mobile Phones3/25/2013 DRAGONSEARCH MARKETING I February 2013 59
  59. 59. Restaurants & Mobile More and more people turning to the web Source: Google Mobile Search Moments Study3/25/2013 DRAGONSEARCH MARKETING I February 2013 60
  60. 60. Tablets3/25/2013 DRAGONSEARCH MARKETING I February 2013 61
  61. 61. Different Regions• Radius• City, State, Country• Towns & Zip Codes3/25/2013 DRAGONSEARCH MARKETING I February 2013 62
  62. 62. Different Demographics• Particularly in Facebook• People with specific interests• Genders• Age groups3/25/2013 DRAGONSEARCH MARKETING I February 2013 63
  63. 63. How do you reach people?You only have text on ascreen…How can you write yourown ads?3/25/2013 DRAGONSEARCH MARKETING I February 2013 64
  64. 64. Great Copywriting Starts Here3/25/2013 DRAGONSEARCH MARKETING I February 2013 65
  65. 65. What is Compelling Copy? • Jumps Out Instantly! • Succinct. • Engages you immediately3/25/2013 DRAGONSEARCH MARKETING I February 2013 66
  66. 66. Call to ActionGo Do This! Fly a Kite! Buy Now!3/25/2013 DRAGONSEARCH MARKETING I February 2013 67
  67. 67. But the entire world• Is PLASTERED• Here• There• Everywhere!• Over Here!• Me Me Me! 3/25/2013 DRAGONSEARCH MARKETING I February 2013 68
  68. 68. Think of The Bachelor You might be last in line3/25/2013 DRAGONSEARCH MARKETING I February 2013 69
  69. 69. Stand Out. Your Unique Value Proposal3/25/2013 DRAGONSEARCH MARKETING I February 2013 70
  70. 70. So Get Ahead, Fast. Here’s what you need to know3/25/2013 DRAGONSEARCH MARKETING I February 2013 71
  71. 71. 1. Get to the point.3/25/2013 DRAGONSEARCH MARKETING I February 2013 72
  72. 72. 2. You can be funny.3/25/2013 DRAGONSEARCH MARKETING I February 2013 73
  73. 73. 3. Use the thesaurus.3/25/2013 DRAGONSEARCH MARKETING I February 2013 74
  74. 74. 4. Get excited about it!3/25/2013 DRAGONSEARCH MARKETING I February 2013 75
  75. 75. 5. Never leave someone hanging…3/25/2013 DRAGONSEARCH MARKETING I February 2013 76
  76. 76. You Have Passion. Great food uses lots of senses & synapses Tactile Smell Taste Sight Temperature3/25/2013 DRAGONSEARCH MARKETING I February 2013 77
  77. 77. Homework Write 3 paragraphs about something you LOVE3/25/2013 DRAGONSEARCH MARKETING I February 2013 78
  78. 78. More Homework Now write 3 about something you’re just kinda sorta OK with. Nothing too exciting.3/25/2013 DRAGONSEARCH MARKETING I February 2013 79
  79. 79. Read Them. Side by side! What’s the big difference? A vs. B3/25/2013 DRAGONSEARCH MARKETING I February 2013 80
  80. 80. What’s the Diff? • How did the endings differ? • How did you feel at the end?3/25/2013 DRAGONSEARCH MARKETING I February 2013 81
  81. 81. The ChallengeCan you turn your blah story into a love story?3/25/2013 DRAGONSEARCH MARKETING I February 2013 82
  82. 82. You Need a Value Proposition What do I have?3/25/2013 DRAGONSEARCH MARKETING I February 2013 83
  83. 83. What do people want?3/25/2013 DRAGONSEARCH MARKETING I February 2013 84
  84. 84. Do other people have that?3/25/2013 DRAGONSEARCH MARKETING I February 2013 85
  85. 85. How is mine better?3/25/2013 DRAGONSEARCH MARKETING I February 2013 86
  86. 86. Put ‘Em Together• Passion + Value3/25/2013 DRAGONSEARCH MARKETING I February 2013 87
  87. 87. Your passion will show3/25/2013 DRAGONSEARCH MARKETING I February 2013 88
  88. 88. Wrap It Up3/25/2013 DRAGONSEARCH MARKETING I February 2013 89
  89. 89. Top Tips • Writing for your business means being effective • Put your passion in • Call them to action • Be clever but not too clever • Test & test again3/25/2013 DRAGONSEARCH MARKETING I February 2013 90
  90. 90. PPC • Help you find new customers • Leverage your other online marketing efforts • Is measurable in every way • Can be super targeted3/25/2013 DRAGONSEARCH MARKETING I February 2013 91
  91. 91. Thank You! Social Marketology book Available on Amazon!http://drsr.ch/ginsbergsRalph@dragonsearch.net | Twitter: @ruaralph2Noni@dragonsearch.net | Twitter: @MissVersatilePaolo@dragonsearch.net | Twitter: @PaoloRobot 3/25/2013 DRAGONSEARCH MARKETING I February 2013 92

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