Ryan Nalepinski (Figure8) gave a presentation to the Greater Phoenix Chamber of Commerce titled Local Small Business Marketing Tips. The presentation covered three main components to marketing: Awareness, Conversion, and Optimization. The presentation discussed traditional advertising and modern day outreach through search engine optimization, content marketing and websites.

1. Local Small Business
Marketing Tips
Greater Phoenix Chamber of Commerce
May 7, 2015

2. AWARENESS
CONVERSION
OPTIMIZATION

3. AWARENESS
CONVERSION
OPTIMIZATION

4. 1. Advertising
2. Search Engine Optimization
3. Content marketing
4. Website
AWARENESS

5. 1. Advertising
2. Search Engine Optimization
3. Content marketing
4. Website
Traditional
● Print
● TV
● Radio
Online/Digital
● Search Engine Ads
● Facebook
● Twitter
● Email
● Text message
AWARENESS

6. 1. Advertising
2. Search Engine Optimization
3. Content marketing
4. Website
● Optimization - making sure Google knows about you
● Authority - others are linking and sharing your content
● Keywords/phrases - long-tail keyword phrases
● Ranking factors
AWARENESS

7. 1. Advertising
2. Search Engine Optimization
3. Content marketing
4. Website
AWARENESS
● Content
● Technology
● Backlinks
● Social signals
● User signals - higher clickthrough rates, lower bounce
rates, and high time-on-site

8. 1. Advertising
2. Search Engine Optimization - TIPS
3. Content marketing
4. Website
● “search term” - exact phrase
● avengers site:time.com - search within a site
● -site:website.com - exclude a site from search results
● salsa recipe -tomatoes - ignore words in your search
● Christmas ~dessert recipes - similar terms
AWARENESS

9. 1. Advertising
2. Search Engine Optimization
3. Content marketing
4. Website
“Content marketing is the strategic marketing approach of creating
and distributing valuable, relevant and consistent content to
attract and acquire a clearly defined audience – with the
objective of driving profitable customer action.” - Joe Pulizzi, CMI
AWARENESS

10. 1. Advertising
2. Search Engine Optimization
3. Content marketing
4. Website
● Traditional marketing doesn’t work. Why?
People tune it out!
● One topic. Multiple channels.
Facebook, Twitter, SlideShare, YouTube
Email, Podcast
AWARENESS

11. 1. Advertising
2. Search Engine Optimization
3. Content marketing
4. Website
● Do you have one? YES! Is it mobile-friendly?
● Is it protected? Is there security monitoring?
● Are there scheduled backups? Maintenance?
AWARENESS

12. AWARENESS
CONVERSION
OPTIMIZATION

13. CONVERSION
WHAT the heck is conversion?
WHY should I care?
HOW can I increase my conversion?

14. Conversion = The specific action you want
someone to take on your website.
CONVERSION
● Buy
● Download
● Opt-in
● Register
● Refer a friend
● Make a phone call
● Click to chat
● And more

15. WHY should I care about conversion?
CONVERSION

16. WHY should I care about conversion?
$
CONVERSION

17. HOW can I increase my conversion rate?
CONVERSION
1. Don’t send people to your homepage - ATTENTION RATIO
2.
3.
4.
5.
6.

18. HOW can I increase my conversion rate?
CONVERSION
1. Don’t send people to your homepage - ATTENTION RATIO
2.
3.
4.
5.
6.
http://www.phoenixchamber.com/
77:1

19. HOW can I increase my conversion rate?
CONVERSION
1. Don’t send people to your homepage - ATTENTION RATIO
2. Coupling - Message and design match
3.
4.
5.
6.

20. CONVERSION
Search term:
Project management software for teams

21. CONVERSION
Good match

22. CONVERSION
Good match
Attention ratio: 1:1

23. CONVERSION
Bad match

24. CONVERSION
Bad match
Attention ratio: 40:1

25. HOW can I increase my conversion rate?
CONVERSION
1. Don’t send people to your homepage - ATTENTION RATIO
2. Coupling - matching game
3. How to make forms and influence friends
4.
5.
6.

26. HOW can I increase my conversion rate?
CONVERSION
1. Don’t send people to your homepage - ATTENTION RATIO
2. Coupling - matching game
3. How to make forms and influence friends
4. Copywriting that converts
5.
6.

27. HOW can I increase my conversion rate?
CONVERSION
1. Don’t send people to your homepage - ATTENTION RATIO
2. Coupling - matching game
3. How to make forms and influence friends
4. Copywriting that converts
5.
6. Get My Free Definitive Guide to SEO Supremacy
Learn 10 Tips You Can Implement Now!

28. HOW can I increase my conversion rate?
CONVERSION
1. Don’t send people to your homepage - ATTENTION RATIO
2. Coupling - matching game
3. How to make forms and influence friends
4. Copywriting that converts
5. Design theory
6.

29. CONVERSION
● Directional queues
Arrows
● Encapsulation
Forms
● Contrast
Button color
● Whitespace
Ahhh….

30. CONVERSION
● Directional queues
Arrows
● Encapsulation
Forms
● Contrast
Button color
● Whitespace
Ahhh….

31. HOW can I increase my conversion rate?
CONVERSION
1. Don’t send people to your homepage - ATTENTION RATIO
2. Coupling - matching game
3. How to make forms and influence friends
4. Copywriting that converts
5. Design theory
6. Don’t leave me hangin’

32. AWARENESS
CONVERSION
OPTIMIZATION

33. OPTIMIZATION
Persuasion Marketing
Experience Design
Scientific Method
Conversion Optimization

34. OPTIMIZATION
What’s the purpose of the test?
● Generate leads?
● Convince people to ‘Like’ you on Facebook?
● Create a brand awareness?
● Sell products to new customers? Repeat customers?
● Provide customer service?

35. OPTIMIZATION PROCESS USING THE SCIENTIFIC METHOD
“Control”
USERS

36. OPTIMIZATION PROCESS USING THE SCIENTIFIC METHOD
“Control”
CONTROLLED TEST
“Control”
Challenger A
Challenger B
USERS

37. OPTIMIZATION PROCESS USING THE SCIENTIFIC METHOD
“Control”
CONTROLLED TEST
“Control”
Challenger A
Challenger B
USERS CONVERSION

38. OPTIMIZATION PROCESS USING THE SCIENTIFIC METHOD
“Control”
CONTROLLED TEST
“Control”
Challenger A
Challenger B
USERS CONVERSION RESULTS
Variation
Conversion
Rate
Improvement
Control
Challenger A
---
71.4%
Challenger B 40.5%

39. OPTIMIZATION
Prioritize Goals
1. Rank goals
2. Assign relative goal values
3. Estimate actual goal values

40. OPTIMIZATION
What conversion optimization is NOT?
1. Pre & Post testing
2. User testing
3. Surveys
4. Click heatmap tracking

41. OPTIMIZATION
What conversion optimization is NOT?
1. Pre & Post testing
2. User testing
3. Surveys
4. Click heatmap tracking
● Competition activity
● Seasonality
● Your current promotional activity
● Product & service availability
Only 3 Items Left
Limited Time Offer

42. OPTIMIZATION
What conversion optimization is NOT?
1. Pre & Post testing
2. User testing
3. Surveys
4. Click heatmap tracking

43. OPTIMIZATION
What conversion optimization is NOT?
1. Pre & Post testing
2. User testing
3. Surveys
4. Click heatmap tracking

44. TAKE AWAYS
1. Website
2. Content marketing strategy (continuous)
3. Conversion optimization (continuous)
● Do you have one? Is it mobile-friendly?
● Is it protected? Is there security monitoring? (continuous)
● Are there scheduled backups? Maintenance? (continuous)
● Do you have ANSWERS to people’s QUESTIONS? Do they know that?
● Multi-channel distribution
● Do you have a testing plan in place?
● Now what? Don’t leave your customers hanging.

45. RESOURCES
WEBSITE
Google mobile-friendly
https://www.google.
com/webmasters/tools/mobile-
friendly/
Conversion optimization
https://www.optimizely.com/
http://moz.com/blog/most-
entertaining-guide-to-landing-
page-optimization
http://www.addthis.com/
SEO
Google keyword planner
http://www.buildyourownblog.
net/blog/google-keyword-
planner-tool/
CONTENT MARKETING
Getting started
http://contentmarketinginstitute.
com/getting-started/
http://www.copyblogger.
com/blog/
OTHER
Google search tips
https://www.google.
com/search/about/insidesearch/
tipstricks/all.html
www.createfigure8.com/chamber | (480) 294-2404

46. OPTIMIZATION
Things to consider while testing
● Competition activity
● Seasonality
● Your current promotional activity
● Product & service availability
Only 3 Items Left
Limited Time Offer

47. OPTIMIZATION
Prioritize Goals
1. Rank goals
2. Assign relative goal values
3. Estimate actual goal values
Priority Goal
1 Product sale
2 Quote request
3 eBook download
4 Social media share

48. OPTIMIZATION
Prioritize Goals
1. Rank goals
2. Assign relative goal values
3. Estimate actual goal values
Priority Goal Value
1 Product sale $250
2 Quote request $100
3 eBook download $10
4 Social media share $1

49. OPTIMIZATION
Prioritize Goals
1. Rank goals
2. Assign relative goal values
3. Estimate actual goal values
Priority Goal Value
1 Product sale $232
2 Quote request $98
3 eBook download $7
4 Social media share $1