Tips and new tools that we're testing out for online marketing. Plus case study of online to offline integration for Rowperfect rowing machines retailer. Talk given to the Online Marketing Meetup Group, Auckland, NZ November 2013

1. Integra(ng)Online):)Offline)
What’s'new'in'November'2013?'

2. @CartoonsByJim)

3. •
•
•
•
•
•
•
New)tools)we’re)monitoring)
Outbrain.com''
Na;ve'Adver;sing''
IFTTT'
Facebook'custom'audiences'
Wordpress'PageBuilder'
FollowerWonk'
NextScripts'autopos;ng'

4. Case)Study:)Rowperfect))
•
•
•
•
•
•
Business'to'Consumer'
Sports'equipment'and'advice'
Long'sales'cycle'
No'sales'team'
Online'‘discovery’'
Global'poten;al'market'

5. Connec(ng)two)worlds)
Offline)
•
•
•
•
•
•
•
Brochure/collateral'
Public'rela;ons'
Adver;sing'
Directory'lis;ngs'
Trade'show/conference'
Christmas'card'list'
Par;es/hospitality'
Online)
•
•
•
•
•
•
•
'
Website'
Expert'content'
Email'list/newsleSer'
Adwords'/'adver;sing'
Social'media'
Directory'submissions'
Online'PR'

6. Content)drives)&)reinforces)traffic)
Blog'updated'5x'per'week'
RSS'feed'drives''
NewsleSer'signVup''
• Landing'page'
• Popup'drives'subscribers'with'free'offer'
Summary'of'5'blog'posts'mailed'automa;cally''
Expert'content'drives'incoming'search'
Social'media'amplifies''
• Automa;c'
• Manual''
Adver;sing'is'rela;vely'minor'‘signpos;ng’''
• $100'per'month'
'

7. Driving)traffic)to)owned)assets)

8. Hub)and)spoke)model)of)integra(on)
Website'blog'is'the'hub'of'everything'
• Blog'posts'originate'nearly'everything'Online'
• Comments'crossVpost'from'social'back'to'blog'Online'to'Online'
• NewsleSer'sends'from'blog'ar;cles'Offline'to'Online'
• But'only'par;al'posts'–'hyperlinked'back'to'blog'Online'
• Telemarke;ng'to'club'commiSees'Offline'
• Drive'back'to'blog'for'sponsorship'terms'Offline'to'Online'
• Email'enquiries'Offline'
• Answers'used'to'update'FAQ'and'write'blog'posts'Offline'to'Online'
• Link'back'to'old'ar;cles'in'email'replies''Offline'to'Online'
'
'

9. Next)Scripts)Autopos(ng)
• Choose'from'Facebook,'TwiSer,'Google+,'Pinterest,'LinkedIn,'Tumblr,'Blogger,'
Delicious,'Diigo,'FriendFeed,'Livejournal,'Plurk,'Stumbleupon,'vBulle;n,''
YouTube,'Instapaper,'App.net'
• Features'
• Randomised'pos;ng';mes'
• Limit'speed'and'frequency'to'each'network'
• Include/exclude'categories''
• Choose'start'dates''
• Choose'page'types'

10. Analy(cs)shows)1)Year)change)

11. NEW)ebook)
Wordpress)social)media)automa(on:)
Building(audiences(across(pla0orms(
)
)
A)copy)for)everyone)–)give)me)your)card)or)email)
Jonathan@crea(veagencysecrets.com))