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Iabc 2

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The Net Impact's President, Steve Thomas, discusses marketing in a digital landscape.

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Iabc 2

  1. 1. About the Speaker Steve Thomas President, The Net Impact Vice President, Unidev President, American Marketing Association-St. Louis President, Missouri Venture Forum With over 18 years of internet strategy experience, Steve is a nationally recognized speaker, author, and entrepreneur. Contact me: Twitter: @TNIMAN LinkedIn: www.linkedin.com/stevenrthomas
  2. 2. The state of marketing in 2013“We have embarked on the world’s largest and longest cocktail party, and every issue imaginable is up for grabs.” --Geoffrey Moore, Mohr Davidow Ventures Image courtesy of Venture Beat
  3. 3. The state of marketing in 2013
  4. 4. What we are going to talk about1. Marketing plans in a crazy social world2. Making the most of marketing on a budget3. Mobile marketing update4. Using video to drive your business
  5. 5. Courtesy of Hubspot
  6. 6. SEO is still job oneSEO (Search Engine Optimization) is the process of affecting the visibility of a website in a search engine’s natural and unpaid search results.The higher ranked and more frequently your site appear in search results, the more visitors you have. http://en.wikipedia.org/wiki/Search_engine_optimization
  7. 7. SEO is still job one
  8. 8. What Google suggests
  9. 9. What Google suggests
  10. 10. Local is important• 84% of all users perform local searches (Kelsey Group)• 61% of all local searches result in purchases (comScore)• 57% of online shoppers say they shop online but plan tomake purchases offline (NDP Group)• 82% of local searchers follow up offline with an in-storevisit, phone call or purchase (comScore)
  11. 11. Social media has changed SEOSEO today means social media. Why?• Helps search indexation – Tweeting cuts index time by 50%• Social activity improves keyword ranking – Creates inbound links – Shares help with freshness• Author authority (rel=”author”) ties authority to your content• Allows best use of images and videos Being Your Brand March 3, 2013 http://beingyourbrand.com/2013/03/03/how-social-media-impacts-seo-infographic/
  12. 12. Should social change your plan YES! Why?• Off-site content is as important as on-site• Images have a new LIFE• Popularity matters, which means…..• Great content really really matters• People want to know you which means…• Other voices cry to be heard – Yours, your customers, your team
  13. 13. The cost of marketing Your call!
  14. 14. Why use social media• SM use has grown 712% in the past 7 years.• Over 155 Million Facebook users• 90% of people trust recommendations from people they know
  15. 15. Donut strategy FacebookBlogLocal Pinterest Youtube
  16. 16. A few offsite traffic drivers
  17. 17. Social media marketingUse Facebook to showcase your services, location, and employees.
  18. 18. Social media marketingUse Facebook to promote sales and specials
  19. 19. Social media marketingUse social media to promote contests and giveaways
  20. 20. Gain traffic through Pinterestwith customers.Pin and re-pin items that will resonate Think informative, inspirational or fun.
  21. 21. Find a voice for Instagram Instagram gets over 8500Likes every second and has 100 million active users every month.
  22. 22. Social media marketingUse analytics to figure out who your audience is and how you reached them.
  23. 23. Why mobile http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
  24. 24. Should I plan for mobile•Before 2015, it’s projected that mobile internet usage will overtakethe desktop.•Mobile traffic has climbed to more than 16% of overall web traffic.•70% of all mobile searches result in action within 1 hour.•There are 6.8 billion people on the planet. 5.1 billion of them now owna cell phone.
  25. 25. Optimizing for mobile
  26. 26. Optimizing for mobileTablets are Catalyzing Brand Website Engagement• The share of website visits from tablets grew approximately 10 times faster than the rate of smartphones within two years of market introduction• Tablet usage grew more than 300% in the last year• Tablets’ share of website traffic will exceed smartphone traffic by early 2013 and reach 10% of total website traffic in early 2014• Near-term developments in the tablet market will erode the advantages of PC- browsing, causing consumers to shift more website visits from PCs to tablets Adobe Digital Index March 2013 http://success.adobe.com/assets/en/downloads/whitepaper/13926.tablets-brand-engagement-v5.pdf“One tablet generates as many website visits as four smartphones”
  27. 27. Why use video http://capitalpartners.filmannex.com/blog/
  28. 28. Creating video content• Over 800 million unique users visit Youtube each month.• In 2011, Youtube had more than 1 trillion views or 140 views for every person on the Earth• 72 hours of video are uploaded to YouTube every minute.
  29. 29. Post free contentWhat you have to say is important to someone! Searching “Hardwood Floor Repair” yields 5,130 results
  30. 30. Viral Videos: A Marketer’s Dream Blend-tec “Will it Blend?”
  31. 31. What went in to “Will It Blend”Start with $100 in suppliesAdd an in-house videoFlavor with some clever marketing • Increased retail of 700% • 200,000 +subscribers on YouTube • 10 television appearances
  32. 32. Optimizing your videos for search engines. Website Your Video Partner Blogs
  33. 33. Optimizing YoutubeYoutube Video optimization primer• First: know what keywords you want to use• Then write your caption using keywords• Upload transcript in WordPad text format• Write your title using keywords again• Use the title in your description and follow with URL, include a longer description with a call to action• Tags Think in terms of 3 to 4 primary keywords• Finally select your category• http://www.youtube.com/watch?v=WYrSjSLzho0
  34. 34. Measure your resultsTrack your results through Google Analytics.
  35. 35. Top digital marketing thoughts for 2013 Content is Content even more needs the king distribution Engage in one- Test new on-one platforms x 1Million
  36. 36. Thank You!Follow The Net Impact:Facebook: www.facebook.comTheNetImpactTwitter: @thenetimpactLinkedIn: http://www.linkedin.com/company/the-net-impactDownload this presentation:http://www.slideshare.net/TheNetImpact

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