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Improving your Brand's Visibility in an Ever Changing Online Environment


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Marketing in the online environment for a product that can only be purchased offline is always a challenge. This webinar will guide you through how to meet the challenge by engaging your customers in the online and digital environments they frequent -- social networks, web sites, search engines, mobile phones and email inboxes.

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Improving your Brand's Visibility in an Ever Changing Online Environment

  1. 1. How to Overcome yourMarketing Challenges & Improve your Brands Visibility
  2. 2. The Presenters Matt Parisi Jenn Barber Lori Barber Online Media Social Media Director of Business & Search Strategist Strategist DevelopmentMatt is a proven search marketing From startups to large enterprise Fiercely committed to helping herexpert with ROIs on online marketing brands, Jenn consults SiteLab’s clients make the most of theircampaigns exceeding 1000%. clients to connect them with online marketing budgets. opportunities to engage with social media.
  3. 3. SiteLab InteractiveSiteLab Interactive, a full-service digital marketing agency based in La Jolla, CA.Since 1996, we have been helping clients like Wolfgang Puck, Sunkist Growersand Chiquita Bananas, build great brands by creating engaging onlineexperiences. We combine strategic insight with intelligent design and leading-edge technologies to deliver solutions that connect people and produce bottom-line results. Our services include:• User Experience • Search Marketing • Graphic Design• Social Media Marketing • Website Development • Mobile Marketing Follow Us:
  4. 4. The Agenda• The Situation & the Challenges – Garbo’s Hummus• The Approach – Always Starts with the Voice of Audience• Answer the Question “Who is My Audience “– with Search• Social Integration• The Strategy & the Plan• Measuring SuccessBonus Material: Tips & Tricks for Finding & OptimizingContent
  5. 5. The Situation The Situation - Garbo’s Hummus Scenario: Garbo has been in business for 25 years selling hummus out of a storefront in Portland, Oregon. They use recipes handed down from generations of Garbos. In addition they run a lunchtime Greek catering service for local businesses. They currently have a website, and a facebook page with 30 followers where they occasionally post specials, they don’t know what else the should be posting about. They just hired a part time marketing coordinator to help expand their business who has reached out to SiteLab to help develop an online marketing strategy. She shared with us that the owner is reluctant to dive into social marketing. The owner also wants to rank #1 for the term “Garbo” when typed in search engines. Goals: 1. To become known in the local area for anyone looking for a healthy catering for large parties. 2. Increase sales of the Hummus in other stores (grocery stores, markets, etc) 3. Increase foot traffic in their own store (and in-store sales).Image source:
  6. 6. The Challenges How does online engagement translate to offline sales? How can management be convinced that social media marketing should be a part of their overall marketing strategy? How can we manage an online marketing plan with limited resources: time, money and staff? Where can we find content ideas? How can we measure success?
  7. 7. Online Marketing Offline Results Studies Show Impact of Online Ads, Offline Impact of the Web is Only Growing Over TimeSources:, Forrester Research
  8. 8. The Marketing EcosystemSources:
  9. 9. Search ConsiderationsSearch Audience SEO 101 – Relevance + Authority Where is my audience? What language do they use to search (Relevance)? What is the intent of these searchers? Are there any barriers to success? Do not target internal marketing jargon unless warrantedCompetitive Research Who are Garbo’s competitors? In real life and online in search? What is our competitive advantage? How do we compare? What is the level of difficulty to succeed?
  10. 10. FIRST THINGS FIRST who is my audience?
  11. 11. First, check your website analytics Run an Organic Search Traffic reportSources: Google Analytics
  12. 12. Then, Brainstorm New Keywords • Refine Keyword List • Prioritize Based on Volume AND Relevance/Quality • Consider Keyword Intent • Different Keywords Represent Different Stages in Buying Cycle – Vary Keywords to Maintain Healthy Funnel Brainstorm by keyword or web
  13. 13. Research & Refine Keywords • Refine Keyword List • Prioritize Based on Volume AND Relevance/Quality • Consider Keyword Intent • Different Keywords Represent Different Stages in Buying Cycle – Vary Keywords to Maintain Healthy Funnel Brainstorm by keyword or web pageSource: Google Keyword Tool
  14. 14. The Voice of Audience What is the language of our audience? Where can we fit into the online landscape? VoA Research applies to all other marketing tactics
  15. 15. WHAT’S UP with the competition?Image source:
  16. 16. Competitive Analysis How difficult will it be to rank in the top 10 for prioritized keywords? How powerful are the web sites currently ranking? What kind of content appears to be popular? Are there any holes or missing information in search results relating to the keyword? How is content presented that is ranking well? (tone/info/language) What is your competition doing that you aren’t? Are there any indications on what content might be popular or unpopular? What other content (not related to the keyword) appears on sites that are ranking well?
  17. 17. Keyword Difficulty • Evaluate Difficulty in Relation to Perceived Keyword Quality • High Quality Keywords that are Easier to Attain are preferable • Consider Keyword Intent • Keep in Mind Natural Advantages for You or Competitors Where can you fit in the Competitive landscape?Source: SEOMoz
  18. 18. Search ConclusionsSearch Audience Garbo’s Keywords: “hummus recipes”, “portland catering”, “portland caterers”, “hummus brands”, “how to make hummus” Low amount of traffic actually seeking to buy hummus online, so must strive to become center of hummus conversation onlineCompetitive Research Competitors: Crave Catering (local caterer), (major web site), (smaller, more specific web site), Blue Olive (local Mediterranean restaurant with web site)
  19. 19. HOW DO WEintegrate social?
  20. 20. Social Media ConsiderationsSocial Media Audience Where is my audience? Which sites? What do they like / say / do? How and when do they say it?Competitive Research Who are my competitors? What is our competitive advantage?
  21. 21. FIRST THINGS FIRSTwhere is my audience?
  22. 22. Take a look at your website analytics Run a referral report in Google AnalyticsSource: Google Analytics
  23. 23. Next, find the party Search for brand name and product/serviceSource:
  24. 24. Consider your target demographicsSource: Align current demographics with sites
  25. 25. KNOW WHEREnow, what do they like?
  26. 26. Revisit the voice of audience research OUR KEYWORDS MAY BE: “restaurant hummus” “hummus dip” “hummus brand” “hummus products” “homemade hummus” “what is hummus” “hummus ingredients” “healthiest hummus brand” “best brand of hummus” Which keywords are they using?
  27. 27. Then you can see what they’re saying Content Ideas: • storage • retail locations • usage / recipes • health benefits • taste test • coupons • samples • snack ideas for kids • hummus love! What are they saying?
  28. 28. And how and when they’re saying it… What is their tone? When are they online?
  29. 29. WHAT’S UPwith the competition?
  30. 30. Competitive Analysis How is your audience engaging with your competition? What is your competition doing that you aren’t? Why are they doing such things different? What type of response are they receiving? Is it different than how your audience is engaging with you? Does your competition have a consistent tone, message and brand? Is your competition engaging in a way their audience expects them to? Casual when they’re expecting professional or opposite? What are the weaknesses to how your competition is engaging and leveraging social media that you can use to your advantage? Who is your indirect competition?
  31. 31. And find the influencersFind and connect with the influencers
  32. 32. Social Media ConclusionsSocial Media Audience Determined target audience demographics – Facebook, Twitter, YouTube Love Garbo’s because it’s homemade, family business, fresh Casual tone, healthy, nutrition-focused, family, online late morningCompetitive Research Competitors: Store brands (Abraham’s Natural), Homemade Hummus (recipes), Local Caterers (Hush Hush Café) Competitive Advantage: Family business, local presence
  33. 33. LET’S GOlet’s build our strategy
  34. 34. Stringing it All Together - Garbo’s StrategyGeneral Build Content around VoA/Social Research “Big Idea” Marketing Program Create Relationships, Enhance Share-abilitySearch Optimize Content around VoA Research Paid Search to Fill In Organic Gaps/Raise Visibility for Best KeywordsSocial Monthly Editorial Calendar Integrate – Facebook, Email Marketing, Twitter Harness the power of local influencers Facebook Advertising to Boost Likes
  35. 35. Measure Success & OptimizeDefine Conversion Events Across Tactics and Strategies• Based on Likelihood of Converting Lead to Customer• Assign Values to Different Conversions• Calculate Return on Investment and Improve That Score• Doesn’t Necessarily Have to Be Perfect, so Long as It Is CorrelatedBenchmark, Notate & Monitor• Benchmark Starting Point• Notate Updates/Events that Could Influence Business• Use Monitoring Tools to Watch for Issues, See Opportunities Benchmark and measure success!
  36. 36. The Plan Developing & Optimizing Content – 60% – Organic Search – Social Media Editorial Calendar – Email Outreach Promotions - 30% – Social Media facebook advertising – PPC – Annual “Big Idea” Campaign Reporting & Tracking - 10%
  37. 37. QUESTIONS?
  38. 38. HOW ABOUTsome tips and tricks
  39. 39. Finding Content1. Google Alerts2. Hootsuite3. Your Partners4. Cross-Promote5. Google Discussions6. Internal Team7. Reviews8. Bizarre Holidays9. Marketing Materials10. RSS Feeds
  40. 40. Optimizing Content1. Identify Keywords2. Use Keywords3. Trending Topics4. Pictures5. Video6. Tag/Mention Sources7. Links to Support8. Lead Generation Content9. Day of Week/Time10. Location, Location, Location