2. 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
4. 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
7. The World Wide Web Can Be Customized!
• Advertisers can select time of day; demographic;
platform and geographic location where they want ads
to appear
• The ad could appear driven by what content someone
online is seeking by keywords, content, related topics
so ads appear at the most appropriate time
• There are numerous online tools (many FREE!) to use
to create ads, audiences, channel, budgets, and
consistency across a number of platforms (edit once
and update across a number of channels)
• A majority of these free resources are often the best
sources for monitoring, metrics and analytics
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
10. Remember - FORMAT
Know your customer well enough to know whether they
prefer to peruse the web using a mobile, a tablet or a
desktop/mobile computer. Be certain, images and text
can be easily and comfortably experienced on each
device type.
KEY: Your Call to Action (CTA) should be always in view
not buried at the bottom or lost on the top when they
scroll.
ACT
NOW
11. Keep It Private!
• Today, almost everywhere, there are regulations
surrounding what enterprises can do with personal
information.
• Must have a business purpose to justify collecting
and keeping Personal Information
• Must enable individuals to opt-out of marketing
communications
• Must demonstrate the ability to protect the
Personal Information at nearly the highest levels of
data protection
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