SlideShare a Scribd company logo
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by Mohit Maheshwari
Agenda
• Build and grow your website
• Attract traffic to your website
• 25 Practical strategies for Digital Marketing
for SMBs and Startups
• Tools and Resources
Some pointers for Webinar
• Webinar is being recorded and will be available
on NEW MEDIA GURU’s blog
• Recording will be available in 2-3 days
• Slide deck will be uploaded on Slideshare.net
• Follow up on email for further learning and
details (mohit@newmediaguru.co.uk)
Speaker
• About Mohit
• Managing Director of NEW MEDIA GURU (NMG)
• 13+ years in the Internet Industry
• Practicing and training Digital marketing
• Worked with clients in more than 25+ countries
• Clients range from large established brands to agencies and start ups globally
• Member of TiE , SEMPO , IAMAI
• Active speaker , writer and digital enthusiast
• About NMG
• Team of 85+ digital professionals
• Established in 2007 in London with primarily UK clients to begin with
• Full service Digital marketing agency offering Web Solutions , Search Engine
Marketing , Social Media marketing , mobile app development and cloud based
services.
• Presence in US , UK , Australia and clients in over 30+ countries
• Member of IAMAI ,Microsoft partner network (MPN ) , Amazon Consulting
Partner (APN) , Google Certified Adwords Partner , SEMPO Member
Challenges for SMBs and Start ups
• Need to focus on the core business
• Product line are evolving
• Senior Management time very limited for approvals
• Website and Digital marketing not a priority in some
cases
• Marketing strategy not evolved
• Limited Budgets
Building your website
Ground Rules for Website Project
• Needs Assessment
• The website must meet the needs of the
client
• A website is not an event.
• It is a flexible, extensible communications
tool which evolves with your business
Role distribution
Role Source
Internal Stakeholders In house
Project manager In house or consultant or agency
Copywriter
( Editor)
In house or consultant / agency
Website designer In house or consultant / agency
HTML coder
(HTML , CSS , js)
In house or consultant / agency
Web or CMS Developer
(Open source , .net or others)
In house or consultant / agency
Role distribution
• One person can play multiple roles
• Big web team is not necessarily is a QUALITY web
team. Small one on one teams are equally effective
if not more
• Focus on planning and project management
• You don’t need to do everything in house
• You don’t need to outsource everything
• You don’t need a DEDICATED team for everything
• Be smart. Spend wisely. As you will see DIGITAL is a
long ongoing journey and not an EVENT .
Project Management
• There is no project management without a project
management tool
• Basecamp http://goo.gl/LG5m8Z
Project Management
• Trello http://goo.gl/xQyarg
Build your customer persona
Tool to build persona
• Upclose and Persona http://goo.gl/Wi4Gs1
Example of customer persona
Content is Marketing
• Content is NOT just text !!
• Images
• Documents (PDFs)
• Audio
• Video (i.e., embedded from YouTube or Vimeo, or self-
hosted)
• Adobe Flash files (for animated tutorials)
• Content feeds (from other websites, news sources, social
feeds )
• Photos(stock pics, original photography , user generated )
• Social Streams (Facebook ,Twitter ,Linked In ,Pinterest
etc)
• User generated content ( guest post , conversations
,industry round ups)
Quality Content = VALUE to user
• Good photography
• Good Videos
• Good Writing
THINK LIKE A MAGAZINE
BUSINESS OWNER
Digital can learn from Magazine business
• What a magazine has
• Scheduled distribution ( adhere to deadlines)
• Note from Editor
• Structured table of content ( you know what to find where as a regular
reader)
• Dedicated writers to dedicated topics
• For example a tech magazine has separate writer for laptops , pcs and separate for
mobile computing / tablets and separate for consumer electronics
• Latest news from Industry and happenings
• Interviews
• Guest columnist ( industry speakers , industry voices)
• Insightful coverage of things really important
• Surveys
• Annual report of industry
• Rankings of industry players
• Awards
• Letter to the editor (user feedback)
• Fun sections relevant to the audience
Take inspiration about your website , social , marketing content from
magazines and you will not go wrong !
Sitemaps , Wireframes and Content structure
• Think of various sections of your website
based on your customer persona
• Do some keyword research with your
SEO team before finalizing the sitemap
• Tools to help you build easy sitemaps
• Slickplan http://goo.gl/TTVjNz
• Tools to help you build easy wireframes
and mockups
• Creately http://goo.gl/7qu44D
• Wireframe.CC http://goo.gl/TmAz1z
• Tools to help you write content
• Scribe SEO http://goo.gl/NMvvaa
Value of Good design
• A great design is half the battle won
• A great design feedback and
its implementation is the WAR
How to give and get design feedback
• Smart sophisticated pixel by pixel feedback using design feedback tools
• Designing by committee don’t do it
• How to give feedback to designers ( tools)
• Invision App http://goo.gl/JnH8HG
• Red Pen http://goo.gl/93Lrlc
• Bounce App http://goo.gl/9VxjHY
• Prevue http://goo.gl/m4MV2V
• Go Visually http://goo.gl/ITzbYj
• How to get user feedback on designs ( Before launch , Post launch - tools)
• Critique the site http://goo.gl/0GjThN
• Please critique me http://goo.gl/Z40TyJ
• User testing.com http://goo.gl/amAb6t
• Feedback Army http://goo.gl/fRLIuF
• Usabilla http://goo.gl/ISjKZl
• Five second test http://goo.gl/x4ErQ7
Detailed review of some tools here http://goo.gl/88WpZF
Example of Pixel by pixel feedback
Improving design based on Actual user data
• AGAIN .Website is NOT an event. Its an ongoing process.
• Design is not an event. Infact your conversion rates (CTRs, CPAs)
are hidden in your design ….Looking to be optimized..
• How to measure real time audience interaction with your
website design , landing pages and how to improve them
• Lucky Orange http://goo.gl/YgUqsA
• Chartbeat http://goo.gl/d93Rzu
• Session Cam http://goo.gl/2xo3cD
• Clicky http://goo.gl/HR6Zql
• Woopra http://goo.gl/qP4nI7
Designing by committee don’t do it
Example of Real time visitor data analytics
Simple Pre launch Checklist
• Finalize hosting ( Cloud based AWS , Rackspace recommended , Cheaper options
Godaddy)
• Check Browser compatibility ( IE , Chrome , Safari for Mac and PC, Firefox)
• Check mobile version of website ( if responsive website check on mobile devices and
tablet devices)
• Check if all Internal and external links work
• Check if interactive features work
• Check all forms and designated email ids for auto emailers
• Images are sized properly
• All placeholder content has been replaced by the final copy
• All stock images have been purchased
• Check integrations for third-party software, such as
• Email Marketing (Like mailchimp)
• Payment gateway
• CRM ( likes Salesforce)
• Shopping cart (if 3rd party)
• Google Analytics set up
• Goals set up
• Google Webmaster set up
• SEO Tools set up
• All content is proof read and ready .
Build Anticipation and Virality (Pre launch)
• Strategies
• Viral loop
• Exclusivity and scarcity
• Glimpses of the beta
• Social proof
• Viral content
• Methods
• Create coming soon pages and video introductions
• Incentivize early sign ups on facebook , twitter , coming soon page , build
email list
• Offer never before or never ever to be offered deals only for pre launch
members
• Build sign up widgets ( to be used for email marketing later)
• Integrate sign up via facebook , Twitter , Google+ 1 for social sign ups
• Start talking about your product , service business and build key critical
mass
Build Anticipation and Virality (Pre launch)
• Pre launch promotion tools
• LaunchRock http://goo.gl/UGma51
• Launch Effect app http://goo.gl/aXuUHr
• Kick off labs http://goo.gl/MCB3XG
• Hello bar http://goo.gl/
• Email Marketing tools
• Mail Chimp http://goo.gl/iYcePK
• Constant Contact http://goo.gl/yY6VFA
• Aweber http://goo.gl/BxSTUl
Great Examples of building Pre launch audience
Great Examples of building Pre launch audience
Great Examples of building Pre launch audience
Great Examples of building Pre launch audience
Great Examples of building Pre launch audience
Great Examples of building Pre launch audience
Grow Traffic to your website
Marketing Strategies
Type Content oriented marketing Media spend oriented
marketing
Digital Organic Search
(SEO , Local SEO , Social SEO , Video SEO ,
Multilingual SEO )
Paid Advertising
( Paid Search , Display ads
/Banners , Video ads
Contextual ads )
Digital Social Discovery , Influencing and Publishing
(Facebook pages , Facebook groups , Twitter list ,
Linked In Groups , Youtube )
Question and Answer websites (Quora etc)
Paid Social Marketing
( on FB , Twitter ,Linked
In,Youtube )
Digital Content Marketing
( Blog ,Whitepapers , Ebooks , podcasts , Videos,
Webinars , Info graphics)
Sponsored sections
on popular industry websites
, industry , webinars ,
whitepapers
Digital Opt in Email list Paid Email list
Offline Speak at events ,conferences , Meet ups with
bloggers , Write for newspapers , magazines
TV , Radio , Print , magazine
SMBs / Startups get more value from content oriented marketing
• Helps build knowledge assets and marketing
collateral
• Can be used repeatedly
• Benefits are life long once established
• Builds brand of the company and personal brand
of the founders / leadership team
• Builds perception in industry of thought leadership
for the company and brand
• Effort driven marketing and not media driven
marketing helps save limited budgets
Why Organic Search is important
Keyword research is foundation to content
• Most people don’t do enough good quality keyword
research.
• The best place to go to learn keyword research for free
Distilled University http://goo.gl/ATQBFy
Keyword Research
Tool name Tool link
Google Keyword Planner http://goo.gl/YfmvKd
Ubersuggest http://goo.gl/GVcJ8v
Google Trends http://goo.gl/s2l3Bj
Google Correlate http://goo.gl/ZEYoeM
Merge Words http://goo.gl/Ln2rrt
Word Tracker http://goo.gl/9X6Bqe
Hittail http://goo.gl/7V7TBo
Detailed review
http://goo.gl/W7ZeFh
Forms of SEO
• Onpage SEO
• Site speed Optimization
• Mobile Site optimization
• Local SEO ( Google+ Local , Bing Local , Yahoo Local , yelp , etc)
• Video SEO ( youtube videos optimizations , video marketing)
• Social SEO ( Social media optimization for SEO benefits)
• Multilingual SEO ( for targeting other languages and search engines)
Universal search “paris hilton”
Universal search “paris hilton:
Wait there is more “paris hilton:
Onpage SEO
Visual guide to keyword targeting by MOZ (2013) http://goo.gl/npt8YY
Site Speed optimization
• Tools for Site speed measurement
• Gtmetrix http://goo.gl/hdVnYm
• Pingdom Tools http://goo.gl/xQoTgh
• Google Webmaster on Site speed http://goo.gl/wYExX6
Site Speed optimization
Before
After
Local SEO
Local Search Ecosystem (US)
• Source : David Mihm’s The 2013 Local Search Ecosystems http://goo.gl/AgXzNJ
Importance of optimizing G+ business pages
Local SEO
• Google’s official guide to optimizing for
Google+ business http://goo.gl/rN42Kf
Make customer review gathering simple
Optimizing Onpage for Local SEO
Source http://goo.gl/aHEFhj
Local SEO Ranking factors
• Local SEO Ranking factors http://goo.gl/O3Wv4b
• Proper category associations
• A physical address in the city being searched
• Consistent, high-quality citations from sources that are:
• Authoritative
• Trustworthy
• Industry-relevant
• Your Company Name , Address , Phone (NAP)
information featured clearly on your website
• Your location as a keyword in title tags and headlines (for
website)
• Some good (long ) reviews on both Google and third-
party sites
• A handful of high-quality inbound links
Why Blogging is important
Example of Good business blogs
Example of Good business blogs
Why Facebook marketing is important
Example of building Pre launch audience on FB
Why Tweeting is important
Twitter is your new research database
Innovations of a tweet – Pay with a tweet (real world stuff)
Scheduling Social Media Content
Content Marketing ideas for SMBs
• Make stuff people want
• Educational ebooks
• How to videos / Education video series
• Online Tools , small apps and calculators
• Planning tools and templates
• Answer to common questions
• Build trust and credibility and goodwill
• Share and give to community
• Give great direction
• Great landing pages
• Clear call to actions
• Compelling offers
• Invest wisely
Example of content marketing in niche verticals
Howto videos on youtube
Example of Long term content asset
in niche verticals
25 Marketing ideas for
SMBs and Start ups
Being interviewed (Or help a Journalist)
Find Interview Opportunities
industryName + intitle:interview -job
industryVertical + intitle:interview -job
competitorName + intitle:interview -job
industryName + inurl:interview -job
industryVertical + intitle:interview -job
competitorName + inurl:interview -job
Keyword + intitle:”experts
interview”/talk/discuss/answer
http://siliconangle.com/blog/2013/06/03/look
ing-for-entrepreneurial-inspiration-meet-your-
new-media-guru/
Tools for PR outreach and Media Mentions
• HARO – http://goo.gl/cpQitY
(Detailed guide on HARO http://goo.gl/1XsXEz )
• Muck Rack - http://goo.gl/dBC3KN
• Reporter Connection - http://goo.gl/BG1X2k
• Media Kitty - http://goo.gl/7cZegb
• Profnet by Prnewswire ( PAID) -
http://goo.gl/eRJ41j
• Source Bottle http://goo.gl/rqiGNQ
• Pitching notes http://goo.gl/iiChMF
• Mediaspot.me http://goo.gl/mpLdFy
• My local reporter http://goo.gl/4EXbZh
• Expert Engine http://goo.gl/xPG4G0
Interviewing an authority on your blog
http://lighthouseinsights.in/in-conversation-with-pradeep-
chopra.html
Crowd source a book ( or book bait)
http://goo.gl/W2JQQE
Crowd source a book ( or book bait)
http://goo.gl/r74b3r
Broken link building
Broken Link building guide : http://goo.gl/sgcr0X
Broken link buidling from noob to novice http://goo.gl/u7kefu
Building a tool / app
Getting links that your competitors
have
Competitor link building with OSE and Buzzstream http://goo.gl/bcUzWm
Getting links from your copied images
Google Search Operators which work with Google Image Search:
allintitle:, allinurl:, filetype:, inurl:, intitle:, site:
Google Advanced image search http://www.google.com/advanced_image_search
Guest Blogging
• Guest blogging helps build thought leadership
and brand
• It helps reach to customers we would not usually
reach through our blog
• Helps build readership of our main website
• Tonnes of traffic
• Helps participate in industry round ups and build
industry relationships
Guest Blogging : Tools
Myblogguest Website http://goo.gl/mlgjqo
Guestr Website http://goo.gl/P7QRAx
Blogdash Website http://goo.gl/Bo2GQ1
Bloggerlinkup Mailer http://goo.gl/gX1HuW
Buzzstream Tool http://goo.gl/cUyD80
Guestblogit Website http://goo.gl/7x6oGT
Outreachr Website http://goo.gl/4Ztik2
Blogsynergy Website http://goo.gl/HUlbbR
Triberr Website http://goo.gl/Qk089M
Post Joint Online tool http://goo.gl/DOy1QQ
Inkybee Online tool http://goo.gl/hVhqpK
Bloggers Required Online tool http://goo.gl/ryrs19
Queries to find Guest blogging oppurtunities
Keyword/yourCompetitorName + “guest blog”
Keyword/yourCompetitorName + “guest blogger”
Keyword/yourCompetitorName + “guest Column”
Keyword/yourCompetitorName + “guest article”
Keyword/yourCompetitorName + guest post
Keyword/yourCompetitorName + guest author
Keyword/yourCompetitorName + “write for us”
Keyword/yourCompetitorName + “write for me”
Keyword/yourCompetitorName + “become a contributor”
Keyword/yourCompetitorName + “contribute to this site”
Keyword/yourCompetitorName + inurl:category/guest
Keyword/yourCompetitorName + inurl:contributors
Keyword/yourCompetitorName + “guest blog” + inanchor:contact
Keyword/yourCompetitorName + “guest blogger” + inanchor:contact
Keyword/yourCompetitorName + “guest Column” + inanchor:contact
Keyword/yourCompetitorName + “guest article” + inanchor:contact
Keyword/yourCompetitorName + “write for us” + inanchor:contact
Keyword/yourCompetitorName + “write for me” + inanchor:contact
Keyword/yourCompetitorName + “become a contributor” + inanchor:contact
Keyword/yourCompetitorName + “contribute to this site” + inanchor:contact
Guest Blogging
Keyword + site:wordpress.com
Keyword + site:blogspot.com
Keyword + site:typepad.com
Keyword + site:edublogs.org
Keyword + site:livejournal.com
Keyword + intext:”powered by
wordpress”
Keyword + intext:”powered by typepad”
Google Search Operators which work with Google Blog Search
You can use following search operators with Google Blog Search:
inblogtitle:keyword – restricts search to blog titles
blogurl:keyword – restricts search to blog URLs
link:http://www.abc.com – find blogs linking to the given page
inpostauthor:”Author Name” - find blog posts written by a specified author
Example of a guest post
Infographics
Tools to build Infographics
• Ease.ly http://goo.gl/ggJ0oo
• Google charts http://goo.gl/fe6k2c
• Piktochart http://goo.gl/uLaemj
• Info.gram http://goo.gl/Bv2Gvo
• Visua.ly http://goo.gl/Ay19uG
Industry roundups
Industry Social Round up
EGO BAIT
Link bait (infographics , social round ups , ego bait)
industryName + intitle:tools
industryName + intitle:badges
industryName + intitle:widgets
industryName + intitle:infographics
industryName + inurl:tools
industryName + inurl:badges
industryName + inurl:widgets
industryName + inurl:infographics
industryName + top/recommended/useful/favorite/amazing/awesome
tools
industryName + top/recommended/useful/favorite/amazing/awesome
badges
industryName + top/recommended/useful/favorite/amazing/awesome
widgets
industryName + top/recommended/useful/favorite/amazing/awesome
infographics
Live blogging and tweeting an event
Link reclamation
“your-company-name-without-space”
“your-company-name-with-space”
“your-1st-product-name-with-space”
“your-1st-product-name-without-space”
“your-2nd-product-name-with-space”
“your-2nd-product-name-without-space”
“your-Nth-product-name-with-space”
“your-Nth-product-name-with-space”
“company URL”
“key-employee-name”
“your-1st-website-name/url”
“your-2nd-website-name/url”
“your-Nth-website-name/url”
“http://www.yoursite.com”
“www.yoursite.com”
“yoursite.com”
Monitor for brand mentions without a link
• Google Alerts -
http://www.google.com/alerts
• Social Mention -
http://www.socialmention.com
• How Sociable -
http://www.howsociable.com
Monitor for social shares of your content
Press release with a purpose
http://siliconangle.com/blog/2013/06/03/look
ing-for-entrepreneurial-inspiration-meet-your-
new-media-guru/
Take bloggers to an event
E-book Promotion
Giveaway promotion
Monthly newsletter (build your email list)
• Build email in house db with a mission
• Set target numbers to achieve for opt in emails
• Use Amazon Simple Email service , Mail Chimp
, Constant Contact ,Aweber as email marketing tools
• Use marketing automation tools like Acton , Infusion
Soft or others
• Send monthly blog round ups , industry news , conduct
polls or surveys .
• Use it as a brand recall tool
• Simple text email work – don’t go for high end design
• Focus on power of content
THINK LIKE A MAGAZINE
BUSINESS OWNER
Thank You
Mohit Maheshwari
mohit@newmediaguru.co.uk
www.facebook.com/newmediaguru
@new_media_guru
@mohitinhere
http://in.linkedin.com/in/mohitinhere
www.newmediaguru.co.uk

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Digital Marketing for SMBs and Startups by NEW MEDIA GURU

  • 2. Agenda • Build and grow your website • Attract traffic to your website • 25 Practical strategies for Digital Marketing for SMBs and Startups • Tools and Resources
  • 3. Some pointers for Webinar • Webinar is being recorded and will be available on NEW MEDIA GURU’s blog • Recording will be available in 2-3 days • Slide deck will be uploaded on Slideshare.net • Follow up on email for further learning and details (mohit@newmediaguru.co.uk)
  • 4. Speaker • About Mohit • Managing Director of NEW MEDIA GURU (NMG) • 13+ years in the Internet Industry • Practicing and training Digital marketing • Worked with clients in more than 25+ countries • Clients range from large established brands to agencies and start ups globally • Member of TiE , SEMPO , IAMAI • Active speaker , writer and digital enthusiast • About NMG • Team of 85+ digital professionals • Established in 2007 in London with primarily UK clients to begin with • Full service Digital marketing agency offering Web Solutions , Search Engine Marketing , Social Media marketing , mobile app development and cloud based services. • Presence in US , UK , Australia and clients in over 30+ countries • Member of IAMAI ,Microsoft partner network (MPN ) , Amazon Consulting Partner (APN) , Google Certified Adwords Partner , SEMPO Member
  • 5. Challenges for SMBs and Start ups • Need to focus on the core business • Product line are evolving • Senior Management time very limited for approvals • Website and Digital marketing not a priority in some cases • Marketing strategy not evolved • Limited Budgets
  • 7. Ground Rules for Website Project • Needs Assessment • The website must meet the needs of the client • A website is not an event. • It is a flexible, extensible communications tool which evolves with your business
  • 8. Role distribution Role Source Internal Stakeholders In house Project manager In house or consultant or agency Copywriter ( Editor) In house or consultant / agency Website designer In house or consultant / agency HTML coder (HTML , CSS , js) In house or consultant / agency Web or CMS Developer (Open source , .net or others) In house or consultant / agency
  • 9. Role distribution • One person can play multiple roles • Big web team is not necessarily is a QUALITY web team. Small one on one teams are equally effective if not more • Focus on planning and project management • You don’t need to do everything in house • You don’t need to outsource everything • You don’t need a DEDICATED team for everything • Be smart. Spend wisely. As you will see DIGITAL is a long ongoing journey and not an EVENT .
  • 10. Project Management • There is no project management without a project management tool • Basecamp http://goo.gl/LG5m8Z
  • 11. Project Management • Trello http://goo.gl/xQyarg
  • 12. Build your customer persona Tool to build persona • Upclose and Persona http://goo.gl/Wi4Gs1
  • 14. Content is Marketing • Content is NOT just text !! • Images • Documents (PDFs) • Audio • Video (i.e., embedded from YouTube or Vimeo, or self- hosted) • Adobe Flash files (for animated tutorials) • Content feeds (from other websites, news sources, social feeds ) • Photos(stock pics, original photography , user generated ) • Social Streams (Facebook ,Twitter ,Linked In ,Pinterest etc) • User generated content ( guest post , conversations ,industry round ups)
  • 15. Quality Content = VALUE to user • Good photography • Good Videos • Good Writing
  • 16. THINK LIKE A MAGAZINE BUSINESS OWNER
  • 17. Digital can learn from Magazine business • What a magazine has • Scheduled distribution ( adhere to deadlines) • Note from Editor • Structured table of content ( you know what to find where as a regular reader) • Dedicated writers to dedicated topics • For example a tech magazine has separate writer for laptops , pcs and separate for mobile computing / tablets and separate for consumer electronics • Latest news from Industry and happenings • Interviews • Guest columnist ( industry speakers , industry voices) • Insightful coverage of things really important • Surveys • Annual report of industry • Rankings of industry players • Awards • Letter to the editor (user feedback) • Fun sections relevant to the audience Take inspiration about your website , social , marketing content from magazines and you will not go wrong !
  • 18. Sitemaps , Wireframes and Content structure • Think of various sections of your website based on your customer persona • Do some keyword research with your SEO team before finalizing the sitemap • Tools to help you build easy sitemaps • Slickplan http://goo.gl/TTVjNz • Tools to help you build easy wireframes and mockups • Creately http://goo.gl/7qu44D • Wireframe.CC http://goo.gl/TmAz1z • Tools to help you write content • Scribe SEO http://goo.gl/NMvvaa
  • 19. Value of Good design • A great design is half the battle won • A great design feedback and its implementation is the WAR
  • 20. How to give and get design feedback • Smart sophisticated pixel by pixel feedback using design feedback tools • Designing by committee don’t do it • How to give feedback to designers ( tools) • Invision App http://goo.gl/JnH8HG • Red Pen http://goo.gl/93Lrlc • Bounce App http://goo.gl/9VxjHY • Prevue http://goo.gl/m4MV2V • Go Visually http://goo.gl/ITzbYj • How to get user feedback on designs ( Before launch , Post launch - tools) • Critique the site http://goo.gl/0GjThN • Please critique me http://goo.gl/Z40TyJ • User testing.com http://goo.gl/amAb6t • Feedback Army http://goo.gl/fRLIuF • Usabilla http://goo.gl/ISjKZl • Five second test http://goo.gl/x4ErQ7 Detailed review of some tools here http://goo.gl/88WpZF
  • 21. Example of Pixel by pixel feedback
  • 22. Improving design based on Actual user data • AGAIN .Website is NOT an event. Its an ongoing process. • Design is not an event. Infact your conversion rates (CTRs, CPAs) are hidden in your design ….Looking to be optimized.. • How to measure real time audience interaction with your website design , landing pages and how to improve them • Lucky Orange http://goo.gl/YgUqsA • Chartbeat http://goo.gl/d93Rzu • Session Cam http://goo.gl/2xo3cD • Clicky http://goo.gl/HR6Zql • Woopra http://goo.gl/qP4nI7 Designing by committee don’t do it
  • 23. Example of Real time visitor data analytics
  • 24. Simple Pre launch Checklist • Finalize hosting ( Cloud based AWS , Rackspace recommended , Cheaper options Godaddy) • Check Browser compatibility ( IE , Chrome , Safari for Mac and PC, Firefox) • Check mobile version of website ( if responsive website check on mobile devices and tablet devices) • Check if all Internal and external links work • Check if interactive features work • Check all forms and designated email ids for auto emailers • Images are sized properly • All placeholder content has been replaced by the final copy • All stock images have been purchased • Check integrations for third-party software, such as • Email Marketing (Like mailchimp) • Payment gateway • CRM ( likes Salesforce) • Shopping cart (if 3rd party) • Google Analytics set up • Goals set up • Google Webmaster set up • SEO Tools set up • All content is proof read and ready .
  • 25. Build Anticipation and Virality (Pre launch) • Strategies • Viral loop • Exclusivity and scarcity • Glimpses of the beta • Social proof • Viral content • Methods • Create coming soon pages and video introductions • Incentivize early sign ups on facebook , twitter , coming soon page , build email list • Offer never before or never ever to be offered deals only for pre launch members • Build sign up widgets ( to be used for email marketing later) • Integrate sign up via facebook , Twitter , Google+ 1 for social sign ups • Start talking about your product , service business and build key critical mass
  • 26. Build Anticipation and Virality (Pre launch) • Pre launch promotion tools • LaunchRock http://goo.gl/UGma51 • Launch Effect app http://goo.gl/aXuUHr • Kick off labs http://goo.gl/MCB3XG • Hello bar http://goo.gl/ • Email Marketing tools • Mail Chimp http://goo.gl/iYcePK • Constant Contact http://goo.gl/yY6VFA • Aweber http://goo.gl/BxSTUl
  • 27. Great Examples of building Pre launch audience
  • 28. Great Examples of building Pre launch audience
  • 29. Great Examples of building Pre launch audience
  • 30. Great Examples of building Pre launch audience
  • 31. Great Examples of building Pre launch audience
  • 32. Great Examples of building Pre launch audience
  • 33. Grow Traffic to your website
  • 34. Marketing Strategies Type Content oriented marketing Media spend oriented marketing Digital Organic Search (SEO , Local SEO , Social SEO , Video SEO , Multilingual SEO ) Paid Advertising ( Paid Search , Display ads /Banners , Video ads Contextual ads ) Digital Social Discovery , Influencing and Publishing (Facebook pages , Facebook groups , Twitter list , Linked In Groups , Youtube ) Question and Answer websites (Quora etc) Paid Social Marketing ( on FB , Twitter ,Linked In,Youtube ) Digital Content Marketing ( Blog ,Whitepapers , Ebooks , podcasts , Videos, Webinars , Info graphics) Sponsored sections on popular industry websites , industry , webinars , whitepapers Digital Opt in Email list Paid Email list Offline Speak at events ,conferences , Meet ups with bloggers , Write for newspapers , magazines TV , Radio , Print , magazine
  • 35. SMBs / Startups get more value from content oriented marketing • Helps build knowledge assets and marketing collateral • Can be used repeatedly • Benefits are life long once established • Builds brand of the company and personal brand of the founders / leadership team • Builds perception in industry of thought leadership for the company and brand • Effort driven marketing and not media driven marketing helps save limited budgets
  • 36. Why Organic Search is important
  • 37. Keyword research is foundation to content • Most people don’t do enough good quality keyword research. • The best place to go to learn keyword research for free Distilled University http://goo.gl/ATQBFy
  • 38. Keyword Research Tool name Tool link Google Keyword Planner http://goo.gl/YfmvKd Ubersuggest http://goo.gl/GVcJ8v Google Trends http://goo.gl/s2l3Bj Google Correlate http://goo.gl/ZEYoeM Merge Words http://goo.gl/Ln2rrt Word Tracker http://goo.gl/9X6Bqe Hittail http://goo.gl/7V7TBo Detailed review http://goo.gl/W7ZeFh
  • 39. Forms of SEO • Onpage SEO • Site speed Optimization • Mobile Site optimization • Local SEO ( Google+ Local , Bing Local , Yahoo Local , yelp , etc) • Video SEO ( youtube videos optimizations , video marketing) • Social SEO ( Social media optimization for SEO benefits) • Multilingual SEO ( for targeting other languages and search engines)
  • 42. Wait there is more “paris hilton:
  • 43. Onpage SEO Visual guide to keyword targeting by MOZ (2013) http://goo.gl/npt8YY
  • 44. Site Speed optimization • Tools for Site speed measurement • Gtmetrix http://goo.gl/hdVnYm • Pingdom Tools http://goo.gl/xQoTgh • Google Webmaster on Site speed http://goo.gl/wYExX6
  • 47. Local Search Ecosystem (US) • Source : David Mihm’s The 2013 Local Search Ecosystems http://goo.gl/AgXzNJ
  • 48. Importance of optimizing G+ business pages
  • 49. Local SEO • Google’s official guide to optimizing for Google+ business http://goo.gl/rN42Kf
  • 50. Make customer review gathering simple
  • 51. Optimizing Onpage for Local SEO Source http://goo.gl/aHEFhj
  • 52. Local SEO Ranking factors • Local SEO Ranking factors http://goo.gl/O3Wv4b • Proper category associations • A physical address in the city being searched • Consistent, high-quality citations from sources that are: • Authoritative • Trustworthy • Industry-relevant • Your Company Name , Address , Phone (NAP) information featured clearly on your website • Your location as a keyword in title tags and headlines (for website) • Some good (long ) reviews on both Google and third- party sites • A handful of high-quality inbound links
  • 53. Why Blogging is important
  • 54. Example of Good business blogs
  • 55. Example of Good business blogs
  • 56. Why Facebook marketing is important
  • 57. Example of building Pre launch audience on FB
  • 58. Why Tweeting is important
  • 59. Twitter is your new research database
  • 60. Innovations of a tweet – Pay with a tweet (real world stuff)
  • 62. Content Marketing ideas for SMBs • Make stuff people want • Educational ebooks • How to videos / Education video series • Online Tools , small apps and calculators • Planning tools and templates • Answer to common questions • Build trust and credibility and goodwill • Share and give to community • Give great direction • Great landing pages • Clear call to actions • Compelling offers • Invest wisely
  • 63. Example of content marketing in niche verticals Howto videos on youtube
  • 64. Example of Long term content asset in niche verticals
  • 65. 25 Marketing ideas for SMBs and Start ups
  • 66. Being interviewed (Or help a Journalist) Find Interview Opportunities industryName + intitle:interview -job industryVertical + intitle:interview -job competitorName + intitle:interview -job industryName + inurl:interview -job industryVertical + intitle:interview -job competitorName + inurl:interview -job Keyword + intitle:”experts interview”/talk/discuss/answer http://siliconangle.com/blog/2013/06/03/look ing-for-entrepreneurial-inspiration-meet-your- new-media-guru/
  • 67. Tools for PR outreach and Media Mentions • HARO – http://goo.gl/cpQitY (Detailed guide on HARO http://goo.gl/1XsXEz ) • Muck Rack - http://goo.gl/dBC3KN • Reporter Connection - http://goo.gl/BG1X2k • Media Kitty - http://goo.gl/7cZegb • Profnet by Prnewswire ( PAID) - http://goo.gl/eRJ41j • Source Bottle http://goo.gl/rqiGNQ • Pitching notes http://goo.gl/iiChMF • Mediaspot.me http://goo.gl/mpLdFy • My local reporter http://goo.gl/4EXbZh • Expert Engine http://goo.gl/xPG4G0
  • 68. Interviewing an authority on your blog http://lighthouseinsights.in/in-conversation-with-pradeep- chopra.html
  • 69. Crowd source a book ( or book bait) http://goo.gl/W2JQQE
  • 70. Crowd source a book ( or book bait) http://goo.gl/r74b3r
  • 71. Broken link building Broken Link building guide : http://goo.gl/sgcr0X Broken link buidling from noob to novice http://goo.gl/u7kefu
  • 73. Getting links that your competitors have Competitor link building with OSE and Buzzstream http://goo.gl/bcUzWm
  • 74. Getting links from your copied images Google Search Operators which work with Google Image Search: allintitle:, allinurl:, filetype:, inurl:, intitle:, site: Google Advanced image search http://www.google.com/advanced_image_search
  • 75. Guest Blogging • Guest blogging helps build thought leadership and brand • It helps reach to customers we would not usually reach through our blog • Helps build readership of our main website • Tonnes of traffic • Helps participate in industry round ups and build industry relationships
  • 76. Guest Blogging : Tools Myblogguest Website http://goo.gl/mlgjqo Guestr Website http://goo.gl/P7QRAx Blogdash Website http://goo.gl/Bo2GQ1 Bloggerlinkup Mailer http://goo.gl/gX1HuW Buzzstream Tool http://goo.gl/cUyD80 Guestblogit Website http://goo.gl/7x6oGT Outreachr Website http://goo.gl/4Ztik2 Blogsynergy Website http://goo.gl/HUlbbR Triberr Website http://goo.gl/Qk089M Post Joint Online tool http://goo.gl/DOy1QQ Inkybee Online tool http://goo.gl/hVhqpK Bloggers Required Online tool http://goo.gl/ryrs19
  • 77. Queries to find Guest blogging oppurtunities Keyword/yourCompetitorName + “guest blog” Keyword/yourCompetitorName + “guest blogger” Keyword/yourCompetitorName + “guest Column” Keyword/yourCompetitorName + “guest article” Keyword/yourCompetitorName + guest post Keyword/yourCompetitorName + guest author Keyword/yourCompetitorName + “write for us” Keyword/yourCompetitorName + “write for me” Keyword/yourCompetitorName + “become a contributor” Keyword/yourCompetitorName + “contribute to this site” Keyword/yourCompetitorName + inurl:category/guest Keyword/yourCompetitorName + inurl:contributors Keyword/yourCompetitorName + “guest blog” + inanchor:contact Keyword/yourCompetitorName + “guest blogger” + inanchor:contact Keyword/yourCompetitorName + “guest Column” + inanchor:contact Keyword/yourCompetitorName + “guest article” + inanchor:contact Keyword/yourCompetitorName + “write for us” + inanchor:contact Keyword/yourCompetitorName + “write for me” + inanchor:contact Keyword/yourCompetitorName + “become a contributor” + inanchor:contact Keyword/yourCompetitorName + “contribute to this site” + inanchor:contact
  • 78. Guest Blogging Keyword + site:wordpress.com Keyword + site:blogspot.com Keyword + site:typepad.com Keyword + site:edublogs.org Keyword + site:livejournal.com Keyword + intext:”powered by wordpress” Keyword + intext:”powered by typepad” Google Search Operators which work with Google Blog Search You can use following search operators with Google Blog Search: inblogtitle:keyword – restricts search to blog titles blogurl:keyword – restricts search to blog URLs link:http://www.abc.com – find blogs linking to the given page inpostauthor:”Author Name” - find blog posts written by a specified author
  • 79. Example of a guest post
  • 81. Tools to build Infographics • Ease.ly http://goo.gl/ggJ0oo • Google charts http://goo.gl/fe6k2c • Piktochart http://goo.gl/uLaemj • Info.gram http://goo.gl/Bv2Gvo • Visua.ly http://goo.gl/Ay19uG
  • 85. Link bait (infographics , social round ups , ego bait) industryName + intitle:tools industryName + intitle:badges industryName + intitle:widgets industryName + intitle:infographics industryName + inurl:tools industryName + inurl:badges industryName + inurl:widgets industryName + inurl:infographics industryName + top/recommended/useful/favorite/amazing/awesome tools industryName + top/recommended/useful/favorite/amazing/awesome badges industryName + top/recommended/useful/favorite/amazing/awesome widgets industryName + top/recommended/useful/favorite/amazing/awesome infographics
  • 86. Live blogging and tweeting an event
  • 88. Monitor for brand mentions without a link • Google Alerts - http://www.google.com/alerts • Social Mention - http://www.socialmention.com • How Sociable - http://www.howsociable.com
  • 89. Monitor for social shares of your content
  • 90. Press release with a purpose http://siliconangle.com/blog/2013/06/03/look ing-for-entrepreneurial-inspiration-meet-your- new-media-guru/
  • 91. Take bloggers to an event
  • 94. Monthly newsletter (build your email list) • Build email in house db with a mission • Set target numbers to achieve for opt in emails • Use Amazon Simple Email service , Mail Chimp , Constant Contact ,Aweber as email marketing tools • Use marketing automation tools like Acton , Infusion Soft or others • Send monthly blog round ups , industry news , conduct polls or surveys . • Use it as a brand recall tool • Simple text email work – don’t go for high end design • Focus on power of content
  • 95. THINK LIKE A MAGAZINE BUSINESS OWNER