2. Consider this!
With all the information available online, as much as
70% of the purchase decision is made BEFORE ever
contacting the company who sells the product or
service.
Online opinions from strangers carry more
weight than input from experts and industry pundits
Online opinions carry more weight and are
believed more than comments and claims made by a
company or its sales personnel
3. Digital Dialog
• Inbound v Outbound
– Content v. gimmick
• Omni channel
• Content Draw
– Engage!
– Consistent!
– Concise!
• Retargeting
• Pixel
• BackLinks
• Permission based-audience coverts
at a 750% higher rate than
interruption-based marketing.
– Examples: subscription based email
marketing, social media, blog
subscribers, webinar attendees, etc.
• Metrics
• Analytics
• SEO
• Permission based examples of SEO,
keyword targeting, landing page
strategy, content/blog strategy, etc.
–
• Content as “bait” – don’t try to tell
everyone everything right away
– Conversational
– Use visuals
– Call to action
– Persistent key words
– Infographics
– White Paper and News Resource
– Forums
5. Holistic Approach - Inbound
SEO
PPC
Blog
eMail
Mobile
Forums
Content
YouTube
PodCasts
Webinars
Proximity
Back Links
Q&A Sites
Retargeting
Social Media
Omnichannel
Research Resource
Real Time Impressions
9. 30-40 year
old males
in zip
code
xxxxx
Every
man
and
woman
Ages One
to One
Hundred
MASS
DISTRIBUTION
35-55 year
old small
business
owner
Parents with
children
getting
ready for
college
16-25 year
old new
parents
17. Metrics
• MQL versus SQL
• SQL to Quote
• Quote to Close
• Lifetime Customer Value (LTV)
• Customer Acquisition Cost (COCA)
• CPC
• Click Through Rate (CTR)
• CTA Success
• CVR
• Bounce Rates
• Page Views & Per Session
• Cost Per Impression
• Variant Landing Page Performance
• Unique Visits (Traffic to Lead Ratio)
• Link Back Quality
Key Performance Indicators
18. Information - an A$$et Worth Protecting
• Hash eMail
• Unstructured Databases
• Secure Data Management
Platforms
• Well Managed GRC
• Monitoring and Alerts on
Anomalies
• Don’t Ignore Unknown and/or
Encrypted Network Traffic
• Maintain Chain of Custody
Logs
19. Digital Delight
Steps to Success
• Distill Clear Objectives
• KNOW YOUR TARGET!
• Set Reasonable Expectations
• Collaborate on an Iterative
Holistic Strategy
• Well Defined and Relevant
Metrics
• Stay the Course
• Exploit Real Experience
Digital Danger
• “How do you know when you
arrive if you don’t know where
you are going?”
• “The web is a game changer!”
• “This is a Marketing thing! This is
an IT thing!”
• “Can’t manage what you can’t
measure.”
• “Let’s try It for awhile.”
• “Let’s give it to someone who has
the spare time to focus on this.”
20. If it were easy –
everyone would be
doing it!
Let experience be
your guide.
Questions?
Joe@jgorlando.com
352-409-5869
TORCHLITE
GROUP