Building Audience & Influence on a Budget

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Learn how to identify and build your audience on a startup budget.
- How to find long tail keyword opportunities
- Budget a PC campaign
- Select a social media posting style
- Target influencers in your vertical

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  • Lower CompetitionHigher ConversionCheaper CPC
  • Building Audience & Influence on a Budget

    1. 1. Building Audience & Influence on a Budget @eric3000 @eric3000
    2. 2. Where You Can Find Today’s Slides http://www.bit.ly/emetelka @eric3000
    3. 3. Im Eric Metelka, founder of Full StackMarketing, a full featured digital marketingconsulting firm for startups. I am a formermanagement consultant and the former digitalmarketing manager at BestVendor. @eric3000
    4. 4. My Goals for TodayYou know how find long tail keyword opportunitiesYou can budget a PPC campaign and know your CACYou understand your social media posting styleYou are able to target influencers in your vertical @eric3000
    5. 5. What I Am Going to Cover☐ Building Audience – 20 mins☐ Building Influence – 20 mins☐ Questions – 10 mins @eric3000
    6. 6. Building Audience with Search @eric3000
    7. 7. @eric3000
    8. 8. @eric3000
    9. 9. How Google Works @eric3000
    10. 10. How Google Works @eric3000
    11. 11. Paid vs. Free Media @eric3000
    12. 12. Paid vs. Free Search ONLY 18% OF CLICKS GO HERE 82% GO HERE @eric3000
    13. 13. Keyword Strategy @eric3000
    14. 14. Adwords Keyword Tool @eric3000
    15. 15. Google Instant Search www.soovle.com @eric3000
    16. 16. Competitors’ Keywords @eric3000
    17. 17. How to BudgetMonthly Sales = CPC × Daily Clicks × Conversion × Price × 30 @eric3000
    18. 18. How to BudgetMonthly Sales = CPC × Daily Clicks × Conversion × Price × 30 Daily Budget @eric3000
    19. 19. Budget Example1. What is your sales goal? $10k/month @eric3000
    20. 20. Budget Example1. What is your sales goal? $10k/month2. What is avg price of item? $100 @eric3000
    21. 21. Budget Example1. What is your sales goal? $10k/month2. What is avg price of item? $1003. What is avg CPC? $1 @eric3000
    22. 22. Estimating CPC @eric3000
    23. 23. Budget Example1. What is your sales goal? $10k/month2. What is avg price of item? $1003. What is avg CPC? $14. What is conversion %? 10% @eric3000
    24. 24. Estimating Conversion @eric3000
    25. 25. Budget Example1. What is your sales goal? $10k/month2. What is avg price of item? $1003. What is avg CPC? $14. What is conversion %? 10%Daily Clicks = ?Daily Budget = ? @eric3000
    26. 26. Budget Example1. What is your sales goal? $10k/month2. What is avg price of item? $1003. What is avg CPC? $14. What is conversion %? 10%Daily Clicks = 33.33Daily Budget = $33.33 @eric3000
    27. 27. Should You Use SEM? CPC < Price * Conversion % ? Yes No @eric3000
    28. 28. Paid? Exclude Negative Keywords @eric3000
    29. 29. Organic? On-Page Optimization Checklist• Keyword in Title• Keyword in Heading (h1)• Good use of keyword in content• AVOID KEYWORD STUFFING @eric3000
    30. 30. Building Influence with Social Media @eric3000
    31. 31. Audience Targeting @eric3000
    32. 32. Social Media Communication GuidelinesPosts and tweets should have as many of these attributes aspossible• Helpful • Credible• Useful • Brief• Timely • Entertaining• Informative • Fun• Relevant • Occasionally funny• Practical• Actionable• Generous @eric3000
    33. 33. Social Media Brand Personality Matrix Sharing Creating Curator Tastemaker The brand surfaces and shares the The brand creates engaging contentEngaging most interesting content shared by that dictates trends to its fans and a its audience who appreciates the broader audience chance to reach a large audience Explorer Conversationalist The brand is experimenting with The brand is great at conversing withListening ways to interact with its audience by its audience which is looking for two- seeing what content creates way communication and customer engagement service @eric3000
    34. 34. Posting Goals Post for Click- Through Post for Sharing A headline that makes A headline with a completepeople want to know more informative thought @eric3000
    35. 35. Where Is My Audience?• Form hypotheses of possible targets• Find the smallest community of a target and engage with them @eric3000
    36. 36. Who Follows Your Competitors @eric3000
    37. 37. Sort by Authority @eric3000
    38. 38. How to Measure Authority• Number of followers• Number of retweets• Klout score• Kred score @eric3000
    39. 39. Double-Sort by Retweets of Others @eric3000
    40. 40. Example: Kate Spade• Facebook• Twitter• Tumblr• Pinterest• Blog LIFESTYLE BRAND @eric3000
    41. 41. Embrace Each Platform @eric3000
    42. 42. Keep Design Consistent @eric3000
    43. 43. Keep Design Consistent @eric3000
    44. 44. Don’t Just Share Your Own Stuff @eric3000
    45. 45. Questions? @eric3000
    46. 46. Digital Marketing Reading List Kissmetrics Blog -http://blog.kissmetrics.com/ Andrew Chen – http://andrewchen.co Rand Fishkin – http://moz.com/rand SEOMoz blog – http://SEOmoz.org/blog Inbound – http://inbound.org Conversion Rate Experts - http://www.conversion-rate-experts.com/blog/ Slideshare - http://www.slideshare.net/ @eric3000
    47. 47. Email: e.metelka@gmail.comTwitter: @eric3000LinkedIn: /in/emetelkaFacebook: /e.metelkaDownload Slides:www.slideshare.net/emetelka/ Please fill out evaluation forms: http://bit.ly/ericfeedback @eric3000

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