Select Start Studios Online Marketing

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On January 25th, 2012, I gave a talk at Web Marketing Wednesday on my role as Marketing Director for Select Start Studios, specifically online marketing and analytics.

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Select Start Studios Online Marketing

  1. 1. Online Marketing & Engagement And How We Measure It
  2. 2. What is Select Start Studios? Who is Jen Butson? Target Audience(s) Social Media Marketing Content Marketing SEO/SEM Even More Analytics
  3. 3. We make beautiful apps.
  4. 4. What Jen Does Community
  5. 5. What Jen Does Conferences
  6. 6. What Jen DoesOnline Marketing
  7. 7. What Jen DoesPublic Relations
  8. 8. What Jen Does Promotions
  9. 9. Our AudiencesRecruits Clients
  10. 10. Our AudiencesRecruits ≠ Clients
  11. 11. Social Media Communities
  12. 12. Posting TypesConsumer-technical postings Community/culture postingsExpert information Team focusedCommunity/culture postings Portfolio postingsTeam focused Design focused
  13. 13. Posting Examples“High-end brands are missing theboat on mobile, via Video of an inflatable shark@mashable ow.ly/8q4PY”Goofy Christmas photos, UX screen, icon designsepic NERF battles
  14. 14. The faster your social network numbers grow, the more valueyou’re delivering to your audience.
  15. 15. Numbers in social media are onlyimportant so that when you havesomething of value to say, people are there to listen.
  16. 16. Content Marketing What are users searching?• When’s the best time to launch my app?• 8 tech deals and mobile apps for Black Friday• Mobile analytics: how to track your success• Where the Gmail iOS app missed the mark• Traction strategies for application launch• What the iPhone 4S means for apps
  17. 17. Content Marketing What topics are controversial?• Mobile devices: paralyzed by competition• Phoning it in: Why Google Wants Out of the Phone OS Race• Android the new king in enterprise? The new mobile revolution.• 4 things Facebook taught us about aggravating users• Why quick + easy apps will ruin your brand
  18. 18. Content Marketing White PapersMarketing Your 50 Pieces Application of Polish (~12 Pages)
  19. 19. Content Marketing Analytics Top Content by TitleGoogle Analytics = Pageviews Avg. Time on Page
  20. 20. Analytics Goals: Traffic: Organic > Direct Social Media funnelling trafficIndustry relevant search termsAverage time on site: 2 minutes Bounce rate: 30%
  21. 21. Analytics Goals: Reality: Traffic: Organic > Direct Traffic: Organic > Direct Social Media funnelling traffic Social Media funnelling trafficIndustry relevant search terms Brand name search termsAverage time on site: 2 minutes Average time on site: 2+ minutes Bounce rate: 30% Bounce Rate: 45%+
  22. 22. Problem? Outdated UnoptimizedLittle Content
  23. 23. SolutionNew site.
  24. 24. New Site Categorized ContentBrows-ability = In-site Search Featured Pages
  25. 25. SEO/SEM Strategy Landing Pages iPhone Dev Sports iPad Dev Enterprise iOS Dev Mobile Strategy Android Dev Mobile DesignBlackBerry Dev Mobile DevelopmentMobile Web Dev Mobile PublishingMobile Marketing Cross-Platform Mobile Health Server & API Dev Security Mobile App Revival
  26. 26. SEO/SEM Strategy Landing Pages iPhone Dev Sports iPad Dev Enterprise iOS Dev Mobile Strategy Android Dev Mobile DesignBlackBerry Dev Mobile DevelopmentMobile Web Dev Mobile PublishingMobile Marketing Cross-Platform Mobile Health Server & API Dev Security Mobile App Revival
  27. 27. SEO/SEM Strategy Cutting Landing PagesNo search terms exist & Overlapping search
  28. 28. SEO/SEM Strategy Landing Pages iPhone Dev iPad Dev Security iOS Dev Enterprise Android Dev Mobile StrategyBlackBerry Dev Mobile DesignMobile Web Dev Mobile PublishingMobile Marketing Cross-Platform Mobile Health Server & API Dev
  29. 29. SEO/SEM Strategy PPC Terms High Acquisition Cost = HighlySpecific + Competitive
  30. 30. The more specific your searchterms, the higher quality leads you’ll attract. *Minus a few outliers
  31. 31. Marketing N00bsStep One: Google AdWords, yay!Step Two: ???Step Three: Profit!
  32. 32. “I’m a REAL Marketer.”Step One: Objectives
  33. 33. “I’m a REAL Marketer.”Step Two: Destination
  34. 34. “I’m a REAL Marketer.”Step Three:Competitive keywords
  35. 35. “I’m a REAL Marketer.”Step Four: Creating the funnel
  36. 36. “I’m a REAL Marketer.”Step Five: Analyze, adjust, analyze, etc.
  37. 37. And now for some shameless self promotion.
  38. 38. The only portfolio and collaboration site exclusively for marketers. Exclusive beta: sprpd.com
  39. 39. Fin

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