Integrating Digital and Traditional Marketing: Bare Knuckle Digital


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Integrating Digital and Traditional Marketing: Bare Knuckle Digital

  1. 1.  Internet, Email, and Wireless Evolved Marketing 80% of traffic is from search engines Google has about 65.5% market share Moving target Good content attracts visitors and links
  2. 2. Don’t miss the opportunity to reach your market online!
  3. 3.  Offline  Online Print  Website Direct Mail  SEO Brochure  Email TV  Social Media Radio  Mobile “Old School”  “New School”
  4. 4.  Integrating traditional and digital increases conversion rates Potential customers look you up online after seeing an ad offline Marketers reported an average improvement of close to 50% for personalized multichannel campaigns over traditional campaigns. – InfoTrends (2007)
  5. 5.  Strong call to action Clear visual connection between digital and traditional Encourage prospects to connect online through your traditional media Track and measure
  6. 6.  Traditional marketing concept When translated online, this is your keywords, and how you present your content digitally Identify your USP and talk about it everywhere
  7. 7.  Why do you deserve to rank online? What makes you better than the competition? What makes you different / unique? What is your specialized knowledge?
  8. 8. Similarities: You always need a good plan You need to measure success = ROIDifferences: Digital is easier to track Digital strategies change more quickly and you must stay flexible
  9. 9. No cookie cutter approach! It’s a customized mix of the following strategies: Keyword Supporting Content Quality Inbound Links Search Friendly Website Pay Per Click (Google AdWords) Local Search Marketing Social Networking Email Marketing Mobile Marketing Metrics Analysis
  10. 10.  Research  keywords  competition  market Optimization  on-site  social accounts Link Marketing  get noticed  social networking Supporting Media  video on YouTube  social media sites  create external buzz Analysis  review metrics  adjust strategy based on what’s working
  11. 11. Tools: Google Keyword Tool Social Media   listen to market speak “Hints” from GoogleTips: Be specific Use geo-targeted words Explore topics of interest Consider common problems of your market Keyword research dictates content
  12. 12.  Remember that prospects will see/hear your message offline, and go online to learn more. Be sure to use the same keywords across channels. Search engines only know what you’re about from the text you use. They aren’t very intuitive. Semantics: Offline, users see an image and know that senior=elderly. Online, you have to help the search engines understand that senior=elderly and not executive or high school or college. You do this by the other words you use in proximity
  13. 13.  Competition  Online = Top ranking websites for your keywords  Offline = May be different Competitor’s Social Media Sites  What social sites do they use?  Are users engaged? Evaluate Competitor’s Content  What keywords do they use?  What makes them unique?  What are they doing that you can do different or better?  What specials do they offer?
  14. 14. Google – allintitle:keyword  Measures level of online competition, so you know what keywords to target  Helps you set realistic ranking goals  Target more specific, less competitive phrases first
  15. 15.  Social Media  Compliments  Complaints  Common problems Helpful Research Sites:   Survey your market  Online = email, form on site, social networks  Offline = direct mail, comment cards
  16. 16.  Offline:  Improve your service  Resolve complaints or issues  Provide new services  Build reputation  Run specials – Understand your market needs Online:  Improve online reviews = can result in more traffic, more visibility, and more referrals  Build reputation  Add content that your market is looking for (but not finding elsewhere?)
  17. 17. Understanding how the search engines work will help you understand how to optimize for them.
  18. 18. This is what the user sees…
  19. 19. This is what the search engines see…
  20. 20. Traditional vs. Digital In traditional we only have one view to consider – the end user. In digital, we have to consider the end user AND the search engine. This is why keywords are so important, as well as other technical considerations that the user doesn’t see.
  21. 21.  Universal Search  Different types of content can rank  Build and optimize different types of content to increase your reach  Do some searches for your keywords to determine what other type of content is ranking  Most likely: Maps, Places, and Blogs Personalized Search  Affected by your physical location  Affected by recent queries  Affected by search history  Affected by settings in your Google account (5 % - 25% of your traffic may be from users who were logged into Google account while searching)
  22. 22. • Technical• Content• Links
  23. 23.  Corporate handles most of the technical details on the back end What you can control:  Title tags  Meta tags
  24. 24. General Guidelines Title tags and Meta tags should be unique on every page, relevant to the page topic, and only use words from that page Meta keywords tag  ignored by all engines so use of it won’t help  it will only be recognized if you use it incorrectly then it will hurt you Title Tag: main keyword + location | business name | more keywords Meta Description: info about more services / keywords, PHONE NUMBER, and location info
  25. 25.
  26. 26.  Duplicate Content Considerations  Filter, not a penalty  Templated content = protects your brand  Localized content = adds local element, increases ratio of unique site content  Add unique content, custom pages, localized info, etc. Semantics Keywords should appear consistently per page throughout various tags Focus on USP Promo page: Don’t delete when promo is over. If page is indexed and then deleted, users could end up on an error page from a search. Solution: Add message “This promotion has expired but please stay tuned for the next promotion”
  27. 27. Link Marketing is Social Networking Quality not Quantity Link TO other authority sites Link TO related sites Become influential and active in your social networks Social media links DO help Get Noticed Be creative! Don’t forget the “easy” links (BBB, Chamber)
  28. 28.  Who links to you  Make Corrections  Avoid Resubmitting  Review Analytics (referrers)  Use Bing and Google Webmaster Tools Who links to the competition  Identify Industry Directories  Identify Quality Links  Identify Link Types
  29. 29.  Library Sites  Most reside on .org, .us, .gov, .edu  Footer usually contains the word “library”  Search for: “keyword companies links library”  You may find advertising opportunities  You may find other helpful resources  You may find opportunities to contribute content and/or link  You may find links to other sites or directories that will let you list your site  …and more! Advanced Searching Tips  “best keyword blog” (better for more specific keywords)  “industry directory”  “City business directory”
  30. 30.  Link Magnet or Link Bait Examples  Informative  Educational  Instructional “How To”  Humorous  Potential to go viral  Potential to be reviewed by industry leaders  Offers benefit to the user Remember your USP
  31. 31.  Blog Comment Spam = Bad  Not relevant  Vague: “Thank you. Great post”  Gibberish  Link filled comment  “Name” is keyword and links to suspicious site  Don’t be a comment spammer, and don’t approve spam comments on your blog Forum Expert = Good  Be active in forum  Gain positive feedback on your posts  Make sure your signature links back to your site  Being a forum expert earns trust and quality score for your site
  32. 32.  Paid Versus Free  Link should bring traffic  Not all paid links are bad General, Trusted Directories  Yahoo  OpenDirectory  Vertical, Industry Specific, Niche Directory   “Keyword” directory “City” Directory
  33. 33.  Submit content on other relevant sites.  Articles  Expert opinion  Guest blogging  Cross promotion  Charity work
  34. 34. Your visibility can be improved by theaddition, optimization, and proper use ofsupporting media.Examples of supporting media Social media Local search engines Email marketing Blogging Press releases Coupons & Promotions PPC (Pay Per Click) Mobile
  35. 35.  Creates awareness of brand/products/services Drives quality traffic Builds links Helps search rankings Increases ROI
  36. 36.  Drives Traffic – engaging content encourages linking Reputation Management – a great listening tool Brand Recognition Blended Results – your content on other sites gets ranked, other content types appear in Search Engine Results
  37. 37.  You must be willing and able to engage Requires constant attention and interaction Honest / Authentic message Conversation not Conversion Interacting not Advertising
  38. 38.  Online (Digital Marketing)  Social bookmarking (,  Link to social accounts from site  QR Codes Offline (Traditional Marketing)  Business Cards  Radio, TV, Traditional  Events, Tradeshows  Print (show social icons, use of QR codes)
  39. 39.  Don’t Spam Be Respectful & Friendly It’s OK to be a “Real” Person Provide Quality Content – The purpose of these sites is to share relevant content. You’re there to establish a relationship, not just to make a sales pitch. Social Media Policy – many companies are implementing these now. Use your “What if my mother saw this?” filter
  40. 40. ListenMonitor/Measure Plan UseEngage Tools Grow Network
  41. 41. Useful Research Sites and Tools
  42. 42.  Find Your Market Find Your Voice Define Goals
  43. 43.  Find Your Market What are they saying about:  Your brand  Services in general  The industry  Your competition  Their problems, complaints  Their hopes, dreams, what makes them happy Find Your Voice Define Goals
  44. 44.  Find Your Market Find Your Voice  Humor  Controversy  Information  Educational Define Goals
  45. 45.  Find Your Market Find Your Voice Define Goals  Improve reputation  Increase visits/traffic  Increase leads  Generate awareness  Build relationships  Build trust  Focus groups  Combat negative comments  Customer service
  46. 46.  Focus on goals Who and How Often: Schedule Join Conversation First, Then Convert Them
  47. 47.  Who?  One or more people?  Who will it come from?  Who will be the admin?  Use internal resources How often?  Set a schedule and stick to it  What is natural?  93% of marketers use social media, 58% 6 hours or more  Twitter Tools    Facebook Tools  
  48. 48.  Features  Know the basic commands (hashtag, retweet, like, etc.)  Create custom apps  Hide time wasting apps Know how to login, post updates, act as PAGE Best Practices  Dont spam  Create social media policy (rules and ethics)  Dont retweet too much  Remember to use keywords  Create content that is useful  Share useful links  Establish a relationship, dont just give the sales pitch
  49. 49. Which Social Media Sites are right for my business?  Facebook  Twitter  LinkedIn  Pinterest  Flickr  YouTube  StumbleUpon  Delicious  Yahoo! Answers  Digg  Niche Sites  Start your own social network –
  50. 50.  Create keyword rich and interesting profiles so you appear in more searches Use what you learned from listening/monitoring Use your brand and/or keywords as your username Create custom backgrounds and avatars Setup tracking on all accounts, where possible, and track initiatives
  51. 51.  HootSuite TweetDeck Phone Apps  TweetDeck  QR Code Scanners  Network Specific (Facebook, Twitter, LinkedIn)
  52. 52. General Tips  Share with existing friends  Reciprocal befriending  Send email invite  Be interesting  Deliver value  Follow industry leaders  Link to your profiles from site  Add “Like” button
  53. 53.  Product/service announcements Sell – share coupon codes/links Talk around the brand Cutting edge news Contests Customer service Listen and respond Periodic tips Seasonal tips/info
  54. 54.  Setup Google Alerts to show mentions of brand Most social media sites have a metrics tool Google Analytics
  55. 55.  Don’t focus on proving direct ROI Benefits are often secondary or tertiary Focus on interaction, value of content, not numbers Focus on Branding Measure actions and engagement, not just size of network Track your time/costs
  56. 56.  Baseline Data  How many fans, followers, bookmarks, etc.  Referrers  Number of meaningful comments/interactions  Subscribers & Interactions Interaction – are users engaging in a conversation?  Twitter: retweets, answering questions, driving traffic to site, increasing followers?  Facebook: likes, comments, wall posts, mentions?  YouTube: views, comments, embeds? Conversions – are your leads increasing? Search engine traffic – increasing, adding to the long tail? Retention rates, Repeat business
  57. 57. Create a presence  Personal Profile  No Commercial Activity  Facebook Group  For a quick discussion, or attracting quick attention  Main benefit: you can direct message your members  Not indexed by search engines  Facebook Page  For long term relationships  Multiple admins allowed  Indexed by search engines 
  58. 58.  Add Applications: Vanity URL: (need 25 likes) Export updates to Twitter: Import Blog: Social RSS
  59. 59.  Be searchable – consider setting profile to public Control who sees what with Friend Groups and Custom Privacy Settings Account > Privacy Settings > Customize Settings Connect with industry leaders/influencers Join groups in your market/network Follow limits - 5000 friends, unlimited fans
  60. 60.  Link/Logo on site Link/Logo in email signature (digital), print materials (traditional) Send Email Request Act as page, interact on other pages “Like” other pages/content, as company
  61. 61. How to leverage Facebook: Brand awareness Lead generation Introduce a product or campaign Improve reputation Collect data/content Keep an ongoing dialogue
  62. 62. How to do it, and Drive more traffic: Run promotions Create polls If a user interacts with your page, it shows up on their “wall” = free advertising Create events that users can RSVP to Best times for business use: Tuesday & Wednesday (yours may vary, so test)
  63. 63. ● Online Resume● Online Networking Opportunity● Lead Generation Tool● Recruiting Tool● Builds Valuable Connections with Others in Related Fields (Doctors, Attorneys, Real Estate…)
  64. 64. ● Over 150 million members● As of December 31, 2011 (the end of the fourth quarter), professionals are signing up to join LinkedIn at a rate that is faster than two new members per second.● Executives from all Fortune 500 companies are members● Over 2 million companies have LinkedIn Company Pages
  65. 65. Pros Great Content Free Research Tool Recommendations = Credibility Global ReachCons Spam Requests for Connections Paid Subscription $19.95/mo and up Email Overload Too Much Privacy = Invisibility or Mistaken Identity
  66. 66. ● Online resume● Goal is to be 100% complete● Use keywords  Position  Industry  Updates  Websites  Twitter Account
  67. 67.  Add Company Profile: Get recommendations Customize your links to draw interest Can share updates on Twitter and vice versa Custom URL Add applications
  68. 68.  Professional Current Good Quality Company Logo is for Company page Personal Brand
  69. 69.  Reply to status updates View profile stats Privacy settings
  70. 70.  Control who sees your activity Control what others see when you’ve viewed their profile (can make this anonymous) Select who can see your connections Control type of email, frequency and who can send invitations
  71. 71.  (Search for Home Helpers) Follow Company Connect personal profile to company as current employer. Add LinkedIn Company Follow Button:
  72. 72. Contacts > Add Connections Add Connections:  Import email list  Invite people you know to join Colleagues Classmates People you may know People you just met
  73. 73.  Get as many connections as possible Search companies and connect to employees Find industry leaders Get business card = request connection Make it personal Reply when accepting a connection Include your LinkedIn URL:  Email signature  Business card  Web site  Facebook profile  Print materials and other traditional media
  74. 74.  “Add To Network” “Get Introduced”  Pro – More Personal  Con – Can Take Time if all parties aren’t frequent users  Con – Limited to 5 Introductions with Free Version
  75. 75.  Credibility Digital version of a traditional referral Make recommendations Profile > Recommendations > Sent Recommendations Request recommendations Profile > Recommendations > Request Recommendations
  76. 76.  Career/job postings Start discussions Status updates show in email messages Join groups and contribute to Q&A
  77. 77.  Groups Answers Events Advanced Search Applications
  78. 78.  Groups > Groups Directory My Groups Following Groups You May Like Groups Directory Create a Group
  79. 79.  Get information Network Learn about market and their needs Avoid constant self promotion Offer solutions to fix problems
  80. 80.  Discussions  Reply  Ask  Send detailed email privately Members Promotions Jobs Search
  81. 81.  Meet a need Share articles Share links to your site content Notify of upcoming events
  82. 82.  Use keywords in group name/description Add your company website to the group Add your blog Send a weekly message
  83. 83. More > Answers or Similar to the Q&A in groups, but not limited to the group Search answers Ask questions (ask 10 per month) Answer questions
  84. 84.  Personal response Be helpful and resourceful Leave an open invitation
  85. 85.  More > Events RSVP shows up on home profile Send invitation to relevant contacts
  86. 86.  Generate leads Search keywords, groups, industries, etc.
  87. 87. More > Get More Applications… Share presentations Share reading list Post blog Events Company buzz (track mentions)
  88. 88.  10 – 30 minutes/day Create a habit ( Control Email Notifications Start on “Home” page  View updates  Statistics Review Groups  Daily or Weekly Email or Groups Tab  Contribute Check Inbox  Email notifications or on site  Send email blast Connect with people you just met Post status update
  89. 89. LinkedIn Learning Center:
  90. 90.  73% of all online activity is related to local content (Google) 82% of local searchers follow up with a phone call or show up on your doorstep (TMP/Comscore) 66% of Americans use local search to find local businesses (Comscore) 54% of Americans have replaced phone books (Yellow Pages & Business Directory) with internet and local search (Comscore) 41% of consumers say they use a location in their search – “Orthodontist in Columbus”
  91. 91.  FOLLOW Google Places Quality Guidelines Use email account under your business domain for account email Don’t use city name in description Categories:  What business IS, not what it does or sells  Use Google categories first, then enter your own keywords  Refer to competitors’ categories  Use all 5 fields  Create pages for each category you choose Pros/Cons to hiding address  Consider using a virtual office address Set service areas Additional Details  Link to Facebook  Better Business Bureau: Yes
  92. 92.  Consistent listings build trust  Search for: name, address, phone  Identify and fix incorrect listings  Keep track of everything in a spreadsheet  Submit to:  Google Places:  Yahoo! Local:  Bing Business Portal:  Free yellow pages sites & local directories  “City” directory  Data aggregators (, free and paid options
  93. 93. • First and Foremost: Be confident that you already provide a quality service worth reviewing. • Preliminary market research offline using traditional methods to determine current reputation. • Fix if needed. • Then go online.• Google reads reviews on other sites Angie’s List, Foursquare, Yelp Claim and optimize your listing on those sites as well• Ask for a review in person • “My boss reads our online reviews and it would help me out…” • “Please leave a compliment for your in-home provider here…”• Add link from site to review sites• Add review suggestion on print materials• What sites are your competitors getting reviewed on? Get reviews there as well.• Tailor approach to customer base
  94. 94. • Do not pay for reviews, or offer money, product or service • Google says don’t do it • It cheapens the relationship • If you provide a quality service, you shouldn’t have to pay• Do not fake reviews
  95. 95. What if I get a bad review?• It’s an opportunity to make it right• It happens to everyone, don’t panic• Start offline, try to fix it• Make a public response online to invite them to let you fix the problem• Don’t be emotional. Be polite. Be an adult.• Publicly respond to online reviews with notice that you’ve fixed the problem. This is an opportunity to improve reputation.• No one is perfect. 5 Star companies with only all reviews look fake. More trust in a company who is slightly “human”.• When all else fails, you may be able to delete the review on some sites
  96. 96. Strategies Tips Newsletters  Collect Addresses Surveys  Form on site  Fishbowl (traditional) Promotions  Email sign up at event Share Coupons  Submit email to enter a Grow Social Network contest News and Events  Be transparent and offer Opt-Out  Segment lists  Generate targeted campaigns
  97. 97.  Reach out to popular bloggers in your niche Form a relationship Ask for a review/article User generated content Ask community for advice Add valuable comments and links on other blogs Only comment with valuable content
  98. 98.  Use keywords in headline, summary, body, text links Use long tail keywords in summary, body Go beyond the copy: Include video, images Enable social sharing Include call to action Include trackable links Reach out to relevant press contacts Make sure PR links back to your site PR Web $200/release (starts at $19/mo for search optimized plan)
  99. 99.  Track it Encourage repeat business Watch analytics for traffic spike Remember: Don’t delete your promo page after it expires!
  100. 100.  Google AdWords Facebook Ads Only 50% see AdWords ads Only 20% click them Saturate the search results page Learn what keywords convert best Instant vs. gradual with organic
  101. 101.  Know difference between mobile app and mobile site Mobile marketing campaigns  Opt In text messaging  Alerts, updates and reminders  Promotions QR (Quick Response) Codes Find mobile usage and most popular networks
  102. 102. QR (Quick Response) Codes: Integrating traditional and digital Where to use them:  Business card  Brochures  Direct mail  Sides of cars  Print ads  On employee badge How to use them:  Link to a phone number  Link to Facebook page  Join email list  Link to page with special promotion  Link to tips and resources  Link to free consultation page  Link to customer feedback form
  103. 103. Identify Key Performance Indicators Network Size / Subscribers Active vs. Total Members New vs. Repeat Blog Commentators Quantity / Quality of Comments Conversions  Contacts  Coupon redemption  Leads / Sales Brand Mentions Long Tail Keywords Search Engine Traffic Referrer Traffic
  104. 104.
  105. 105. Google Analytics (old and new versions) Identify Key Performance Indicators Know how to find them  Search traffic  Referrer traffic  Conversions  Keywords  Visitor map Identify Potential Problems  High bounce rate  Page errors  Errors with forms
  106. 106.  Real-Time stats  User’s geographic location  Source of traffic  What pages are they viewing?
  107. 107. Site usage metrics. What do they mean? Visits – The number of visits received by your site. Pageviews – Total number of pages viewed on your site -general indicator of how much your site is used. Pages/Visit – Average visit in terms of pageview. The higher the number means your visitor interacts heavily with your site. Bounce Rate – Percentage of single-page visits - visitor leaves from the entrance page Avg. Time on site – Average amount of time your visitors spend on your site. New Visits – The percentage of new visitors your site attracts.
  108. 108.  Customize dashboard Create custom reports Export reports Get monthly emails
  109. 109.  Exclude internal traffic from your reports  Old Version: Analytics Settings > Edit > Add Filter  New Version: Admin > Filters Tab
  110. 110.  URL Destination  Thank you page  Completion of action Time on Site  Measures interest in content Pages/Visit  Measures engagement  Understand depth of visit
  111. 111.  Direct Traffic – Types in your domain name or visits by a bookmark. Referring Sites – Traffic from other sites (links). Search Engines – Traffic from search engines.
  112. 112.  What links are bringing you traffic? Compare metrics to site average Determine ROI on paid ads Determine value of site linking to you Click domain to view exact referral URL Determine quality of link: Is bounce rate higher or lower than site avg?
  113. 113.  Old Version: Traffic Sources > Keywords New Version: Traffic Sources > Sources > Search > Organic (or Paid)
  114. 114. How to Filter Keywords: Non-paid | total | paid or Organic | Paid Excluding brand name – identify theme based traffic Containing brand name – identify brand recognition Containing root term (not provided) – if someone is logged into their Google Account and searching on Google, any click on an organic search result link will not provide the keyword in Analytics. (could indicate potential for users who can readily provide a Google Maps review)
  115. 115.  Map Overlay New vs. Returning Visitor Trending Visitor Loyalty Browser Capabilities Network Properties Mobile
  116. 116.  Demographics  Location Behavior  New vs. Returning Technology  Browser & OS  Network Social Mobile
  117. 117. Dig deeper into your metrics
  118. 118. Map Overlay – Where are your users searching from?
  119. 119.  Old: Visitors > Browser and Network New: Audience > Technology > Browser & OS What browser, OS, resolution, etc. are used? Do you need to accommodate certain settings such as screen size? Are there any issues with specific service providers?
  120. 120.  Old: Visitors > Mobile New: Audience > Mobile Does usage warrant creation of mobile app or site? What platform should you develop on?
  121. 121.  Top visited pages Top landing pages  Are visitors converting?  Should you include a call to action?  Test different layouts, calls to action placement, etc. Top exit pages  Is something broken?  Why are you losing them?  Are they leaving after completing an action? Content drilldown  Common paths through site
  122. 122.  Compare Dates Month to month Time of year, to determine seasonality
  123. 123. • Track traditionalcampaigns byannotating them.• Watch for spikes indirect traffic, or trafficto specific pages thatyou linked to from thetraditional campaigns.• Watch for spikes inspecific keywordtraffic, as a result of aspecific campaign. Didyou rank for thosekeywords?
  124. 124.  Research  keywords  competition  market Optimization  on-site  social accounts Link Marketing  get noticed  social networking Supporting Media  video on YouTube  social media sites  create external buzz Analysis  review metrics  adjust strategy based on what’s working
  125. 125. In Conclusion… Digital is here to stay Your market IS online, so don’t miss an opportunity to reach them Digital helps you learn more about your market and competition Bring your offline message online and be consistent Learn digital strategies and implement multichannel campaigns for success Manage your reputation more effectively through online means and apply what you learn offline Measure everything Never stop marketing!
  126. 126. Allison Kulage(513) Twitter @BareKnuckleMktg