Digital Marketing
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Today more than 86% of all searches done for new products and services begin online. Visibility is critical. Understanding how digital marketing works is the first step to creating a path to success for your new product. The path may include a website, one that works well on a phone or table as well. If your product is unlike anything else then generating awareness and interest through social marketing may make more sense. Understanding your wide range of options and how to develop the best strategies to meet your specific goals is important in today's digital world.
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Digital Marketing
- 2. AGENDA • Introduction – WSI / Bob Koehler • High level overview of Site, Search & Social • Internet Marketing Trends and some cool tools in 2014 • Case Studies and Examples
- 3. Who is WSI? • Founded in 1995 Birth of the Internet • 1,100 Digital Marketing Consultants • 81 Countries Worldwide • Collectively we have touched more than 30,000 businesses.
- 4. Who is Bob Koeher? • Started first company at age of 19- Earth Arts Candle Co. • Launched Roscoe & Co. a manufacturer’s rep agency • Launched Koehler Companies ,inc. – a business that designed and sub-contracted the manufacture of custom products for the mail order catalog industry. • Figmints, inc. – partner responsible for designing new products and managing relationships with licensed artists.
- 5. Internet Marketing Trends 2014
- 6. Website Design Your website represents your portal to the world, your most permanent online asset which communicates your brand, messaging, and offerings… Great, now what?
- 7. Conversion Architecture • Someone is on your site! • What do you want them to do? • How easy is it for them to do that? • Do you want • A Sale? • Contact information? • A phone call? • To be a resource site?
- 8. Your home page is your most important place to make a good impression…This one does not
- 9. This does a better job of making an impression that suggests professionalism and cutting edge technology but it needs some content and a call to action.
- 10. Good image Call to action Content
- 11. Why this is great: Beautifully designed Good use of white space and contrasting colors Headlines are clear and compelling as are the calls-to-action The copy CREDIBLE CONTENT in yellow guides the reader to quickly understand the company’s value proposition Source: Hubspot
- 12. understanding why humans decide to do things is one of the great drivers of the current big data movement
- 13. The path to developing a strategic, goal oriented website • Clearly answers "Who I am," "What I do," and/or "What can you (the visitor) do here.“ • Resonates with the target audience. • Compelling value-proposition. • Usability and mobility. • Calls-to-action (CTAs) • Great overall design. • Keep it Fresh
- 14. Mobile – Responsive Web Design RWD
- 15. US Mobile Internet Users 2010-2016 • eMarketer estimates that by 2016, nearly 200 million people will go online via the mobile • Marketers expect this to change the existing digital advertising dynamics in the US market
- 16. SEARCH • OK, so now you have this shiny new website with all the necessary bells and whistles to keep people engaged. Now what are you going to do to drive traffic to your website?
- 17. Pull vs. Push Marketing
- 18. Three ways you get found online Paid Search (PPC) Google My Business Search Engine Optimization (SEO)
- 20. Title Tag Meta Description Alt Image Tag H1/Header Tag
- 21. •PPC •Pennies - $$ per click •Search, Display, Retargeting •Ability to geo-target •When turned off, it goes away SEO: •Requires more effort •Organic results get more clicks •Better staying power •Rules change/Penquin, Panda, •Pigeon
- 24. US Print vs Internet Marketing Spend
- 25. Ad Spend by Medium
- 27. Social Media Usage in US
- 28. US Social Media Ad Spend • By 2014, social network ad revenues will climb to more than $5billion • By 2014, 10.5% of total digital ad spending in the US will come from social networks
- 29. Social Media – How Is It Used?
- 30. Social Media Marketing • Boost SEO – Quality Backlinks • Advertising • Important to target the type of social media where your customers would hang out. • Customer communication • Brand awareness • Develop royal fans • Etc
- 32. Email Marketing • Collect email addr • Grow email list • Organically • Opt-in • Import to DB • Create a newsletter or flyer • Send out with push of a button • Check stat
- 34. Additional Questions? Bob Koehler bob@wsidigitalaccess.com 952-942-5666 www.wsidigitalaccess.com
Editor's Notes
- Site – So, they either searched for you with a “branded” term or a “non-branded” term and they’re at your site. What do they see? Does it reflect your business? Website design has changed a lot, do they see a modern site or a dated site? What do you ask them to do once they get there? Is it obvious? Do you make it really easy for them to buy, call, email, download in exchange for contact information, etc.
- How most business gets done online…someone has a need, but not a solution They “google it”. If they don’t find what they’re looking for, they modify their phrase until they do