Idaho Steelheads digital marketing overview - UltraClean Smokeout - Chad Connally, Drake Cooper

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Presentation slides for the UltraClean SmokeOut Luncheon 11/16/2010. Overview of digital marketing for the Idaho Steelheads with touchpoints for small business owners.

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Idaho Steelheads digital marketing overview - UltraClean Smokeout - Chad Connally, Drake Cooper

  1. 1. DIGITAL PLAYBOOK FOR SMALL BUSINESS ..featuring the Idaho Steelheads. UltraClean SmokeOut Luncheon 11-16-2010
  2. 2. HELLO.
  3. 3. Chad Connally Digital Strategist Drake Cooper www.drakecooper.com
  4. 4. DIGITAL PLAYBOOK FOR SMALL BUSINESS ..featuring the Idaho Steelheads.
  5. 5. 1 /// Digital Marketing 2 /// Websites 3 /// Search 4 /// Database Marketing AGENDA 4 /// Social Media
  6. 6. How is digital marketing different than traditional marketing?
  7. 7. It’s not.
  8. 8. The difference is the focus. ONLINE CONSUMER
  9. 9. Digital Marketing is about people who use the internet, more specifically about people INFLUENCED by the internet.
  10. 10. The world has changed and there are many more brand touch points than ever before.
  11. 11. What does the digital landscape look like in 2010?
  12. 12. Videowebsite Viral Marketing Affiliate Marketing Article Marketing Blogs Online Advertising Online Public Relations PodcastingRSS SEM SEO Social Networking Video Interaction Conversation & Thought Leadership Awareness & Traffic Thought Leadership High Emotion/ Entertainment Traffic Traffic PassionTraffic Coverage Fast Exposure Traffic
  13. 13. 1.  Objectives,Audience, Constraints 2.  Strategy 3.  Tactics 3 STEPS TO DIGITAL SUCCESS
  14. 14. Idaho Steelheads Core Objectives 1.  Create outbound marketing 2.  Establish as a leader in family entertainment 3.  Lead generation 4.  Increase tickets sales 5.  Cross promote with the arena and hotel
  15. 15. DIGITAL STRATEGY Using the internet not just as a technological tactical tool, but as as strategic communication powerhouse to drive sales and your customer relationships. It’s not technology that is important. It’s what technology allows us to do: communicate better.
  16. 16. Where do you put your focus?
  17. 17. Remember this:
  18. 18. Videowebsite Viral Marketing Affiliate Marketing Article Marketing Blogs Online Advertising Online Public Relations PodcastingRSS SEM SEO Social Networking Video Interaction Conversation & Thought Leadership Awareness & Traffic Thought Leadership High Emotion/ Entertainment Traffic Traffic PassionTraffic Coverage Fast Exposure Traffic
  19. 19. WEBSITE
  20. 20. YOUR WEBSITE SHOULD: 1. Act as your “Digital Hub” 2. Inform and engage 3. Contribute to your bottom line
  21. 21. WEBSITE CHECKLIST The website should be the digital hub of your online strategy. It should be dynamic, interactive, engaging and vibrant. 1.  Intuitive and clean navigation 2.  Employs compelling and regularly updated content Relevant industry news New product offerings Engaging educational information 3.  Incorporates tools that allow users to contribute in a two-way communication 4.  Easily sharable (personal blogs, twitter, facebook, and any other social networking items) 5.  Lead generator for current and prospective customers
  22. 22. SEARCH
  23. 23. Qualified traffic heading to your website from this box….
  24. 24. 1. Search engines drive a highly qualified audience who is specifically interested in what you have to offer 2. Many people don’t look beyond the first couple of results pages 3. Organic search results are perceived as being more credible 4. Increases traffic to your website (more leads) WHY IS SEARCH IMPORTANT?
  25. 25. If your website isn’t visible on search engines, it isn’t visible to your potential customers.
  26. 26. 1. Select relevant keyword or keyphrase 2. Make sure content relates only to that keyword 3. Use keyword in your page name 4. Use in your title 5. Use in your main header tag <h1> 6. Use in your keywords and description tags 7. Monitor with Analytics SIMPLE ON-SITE SEO
  27. 27. SEO CHECKLIST Write engaging, relevant content for people, not machines Target no more than 1 or 2 words per page Selectively distribute your content to relevant and reputable outlets Be consistent and continually optimize Don’t expect overnight results
  28. 28. A major goal of your digital strategy should be to build a customer database for further marketing.
  29. 29. 22,000+ SUBSCRIBERS
  30. 30. Use Drip Marketing.
  31. 31. SOCIAL NETWORKING
  32. 32. Social networking is for communication, not marketing.
  33. 33. Your online relationships must be GENUINE, REAL, and AUTHENTIC. Social networking is about relationships.
  34. 34. FACEBOOK Tactical Ideas • Ask open-ended questions • Create more ‘real time’, interesting & engaging photo albums: let fans upload their photos • Stream blog posts • Link to industry articles • Post/stream job openings • Create additional ‘tabs’ w/product portfolio
  35. 35. 1.  Title: Add descriptive keyword rich text. 2.  Info tab: Add twitter, youtube and linkedin group urls 3.  Photos tab: Use Flickr and bring in photos from it. 4.  Set a default tab– use FBML to showcase product portfolio. Add follow us on social media channels here as well. 5.  Sidebar: Add call to action such as “ request info” or download application packet” 6.  Use a url shortener ( such as “bit.ly”) to track clicks 7.  You can setup tabs for RSS feeds, Twitter, Flickr, etc. SEO note: Group pages are NOT indexed by external search engines. Groups cannot host external applications. Pages are typically better for brands. FACEBOOK CHECKLIST
  36. 36. MOBILE
  37. 37. 46,000 ipads are sold each day. TABLETS
  38. 38. TABLETS QR-CODES
  39. 39. NEW OPPORTUNITIES
  40. 40. http://delicious.com/chadconnally/
  41. 41. blog.drakecooper.com
  42. 42. THANK YOU. blog.drakecooper.com delicious.com/chadconnally twitter.com/chadconnally Want my information? TXT CHADC TO 50500

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