CT Business Expo Presentation

10 Digital Marketing Activities
Anyone Can Do to Generate Quick
WinsHow to market to qualified prospects, engage them
with your business then turn them into clients.
David HoffmanBob
Ruffolo
impactbnd.com isearchsmart.com

We encourage
you to take
pictures of
our slides.
@bobruffolo
@iSearchSmart
#CTBEXPO

Begin with the
end in mind
1
Bob Ruffolo, IMPACT Branding & impactbnd.com
Set SMART goals based on
your desired business
outcomes.

3-Year Vision 1 year goals
Quarterly Objectives
“Rocks”
Strategies to Achieve
Rocks
Begin with the end in
mind

Define your
Target Persona2
Bob Ruffolo, IMPACT Branding & Design impactbnd.com
Understand who you want to
come to your site and what
would attract them and make
them want to convert.

Buyer Personas
A buyer persona is a semi-fictional
representation of your ideal customer
based on market research and real
data about your existing customers.

Buyer Personas
Buyer personas include customer demographics, behavior
patterns, motivations, and goals.
A detailed buyer persona will help you determine where to
focus your time, guide product development, and allow for
alignment across the organization. As a result, you will be
able to attract the most valuable visitors to your business.

Let’s look at two example
buyer personas:
DISCLAIMER:
These are extremely simplified!

’s Persona
Owner Charlene
•Owns a small business.
•Hates struggling on accounting.
•Wants to spend more time working on her
business and with her family.
•Reads Inc. magazine.
•Googles things when researching.
•Afraid to spend money.
•Likes to try things before buying.

Sam the loving son
•Seen here with his aging dad.
•Is nervous because his dad is
having falling accidents.
•Doesn’t want to send his parent
to a nursing home.
•Very busy with work and his own
family.
•Uses Google to research best ways
to care for his dad.
•Follows WTNH.
’s Persona

To attract and convert these
personas, each company will
need to appeal to the buyer
journey of each of these
personas.

Buyers Journey
Awareness Consideration Decision
“Is there an easier
way for me to do
this accounting
thing?”
“What do I do when
my dad keeps
falling?”
3 Stages:
“I can try an easier to
use accounting software
that uses less forms and
paper, what are my
options?”
“I could look at
in-home care.
What are my options?”
“I could try
Quickbooks. How
much does it cost and
what are my options?
“I could try C&H.
What’s there person
in my dad’s home
going to be like?”

Create
Remarkable
Content
3
Based on your personas
buying journey

If content is what’s used in
inbound marketing to attract,
convert, and close our
personas…
Then we need to create content
that aligns with the buyer’s
journey.

What is content?
Anything you can create and distribute.
This can be:
• Blog articles
• Videos
• Social media posts
• Press releases
• Educational content
• Reports
• Guides
• Ebooks
• Whitepapers
• Data sheets
• Instructions
• Live chat
• Webinar
• Online reviews
• Case studies
• Free trial
• Product info

If you’ve been in business
for any amount of time,
you probably already have
a bunch of content
available.

Content Aligned with the Buyers
Journey
Awareness Consideration Decision
“Is there an easier
way for me to do
this accounting
thing?”
“What do I do when
my dad keeps
falling?”
3 Stages:
“I can try an easier to
use accounting software
that uses less forms and
paper, what are my
options?”
“I could look at
in-home care.
What are my options?”
“I could try
Quickbooks. How
much does it cost and
what are my options?
“I could try C&H.
What’s there person in
my dad’s home going to
be like?”
Guest Article on Inc:
“Account Made
Easy – 7 Things
Every Business
Owner Should Do
Right Now”
Blog Article:
“What do do
when someone
you love is having
falling accidents”
Free Report:
“Accounting software
usage, features,
reviews, and
testimonials”
Video:
“Real stories from
the families of C&H
clients”
Free Trial:
“Try Quickbooks for
free for 30 days.
No obligation.
No credit card
required.”
Free Introduction:
“Schedule an
appointment to meet
one of our
homemakers”

With a strong understanding
of the persona, their buying
journey, and the content that
needs to be aligned with that
journey…

We can start getting that
content found.

Optimize Your
Website for Today’s
Search Engines
4
David Hoffman, Search Smart Marketing isearchsmart.com
What you need to do now.

Is SEO Dead?

SEO Building Blocks
Social
On-Site User
Engagement Features
Social Media & Viral Marketing
Link Building
Link Creation
Scalable, Content-Based Link Strategies
Keyword Research & Targeting
In-Page Targeting – Titles, Metas, URL’s, H1s, Text, Internal Anchor Text
Keyword Brainstorming Term/Phrase Selection
Accessible, Quality Content
Unique Text Content Bot Accessiblity URL Structure
Internal Link Architecture Sitemaps Server Response Codes
The SEO Pyramid
For optimal results, start with a strong
base and build your way up.

The Evolution of Search Engines
Video
Images
Wikipedi
a
Twitter
(mobile)

What Do Search Engines Want?
RELEVANCY: They want to return quality content/sites that are
most relevant to the searchers query.
 Content – theme/topic, page text, coding, navigation - VIDEO
 Site Performance – does it load quickly? Can spiders “crawl” the site?
 Site Authority – Do other sites link to it? It is being shared in Social circles?
 User Data – do visitors stay long? How many pages do they visit? Do they
return?
 New – MOBILE- FRIENDLY

“Mobilegeddon”
8
David Hoffman, Search Smart isearchsmart.com
Mobile search will exceed
desktop search in 2015. What
small businesses need to know.

What you need to know:
 Rolled out April 21, 2015
 Objective: Improve mobile search
experience
 Greater consideration for mobile-
friendly sites
 Goal is still to provide best search
results
 Have a “Responsive” site
 Google Mobile-Friendly Test
 www.google.com/webmasters/tools/mobile-
friendly
Google Mobile Algorithm Update

Local Search; SEO
When Your Customers
Are In Your Backyard5
SEO tips for when world
domination is not the objective.

What Local Search Looks Like

 SEO - Location Keyword In
Coding and Content
 Claim Your Citations
 NAP - business name,
address and phone
number.
 Google+ Page
 Social Signals
 Reviews
 Mobile
What to Do To Show Up In Local
Search

Using Social
Media to Improve
Google Ranking
6
Tips to get the most from your
Search & Social Marketing

 Search and Social – tied at the hip
 Google is looking at a company’s “web footprint”
 Social Shares – similar to links
 Quality of followers, friends, etc. is more important than
quantity
 Encourage social sharing
 Social assets help gain additional real estate in search
listings
 Links from your Twitter account can signal to Google
new content on your site

Google Adwords
for Small
Businesses
7
How to make it work for you.

1. Pay-per-Click: Advantages
 Quick Results
 Budget Control
 Syndication Network:
 Measurable!
2. Pay-per-Click: Disadvantages
 Keyword prices
 Need to commit fair budget/campaign
trial time
 Requires ongoing attention; “set it &
forget it” is a recipe for failure
 Google defaults make money only for
Google
What You Need To Know About PPC

Create Landing
Pages That
Convert Qualified
Leads
9
What is a landing page? What
makes a great landing page?
What are content offers? What
data should I collect?

Landing Pages
”Landing pages" are pages on your website
on which one might land that:
1)Has a form
2)Exists solely to capture a visitor's
information through that form.

Great landing pages
provide the visitor a
compelling reason to
complete the form and
“convert.”

Nurture Leads to
Make Them More
Sales Ready
10
Leads of various sales readiness,
how to move them through the
sales funnel.

Lead Nurturing
The process of marketing to non-sales
ready leads, usually through email
marketing, in order increase sales
readiness.

Use The Buyers Journey to Nurture
Leads
Awareness Consideration Decision3 Stages:
Guest Article on Inc:
“Account Made
Easy – 7 Things
Every Business
Owner Should Do
Right Now”
Blog Article:
“What do do
when someone
you love is having
falling accidents”
Free Report:
“Accounting software
usage, features,
reviews, and
testimonials”
Video:
“Real stories from
the families of C&H
clients”
Free Trial:
“Try Quickbooks for
free for 30 days.
No obligation.
No credit card
required.”
Free Introduction:
“Schedule an
appointment to meet
one of our
homemakers”

60 percent through the sales process before
engaging a sales rep, regardless of price
point.

Bob Ruffolo
Founder & CEO
rruffolo@impactbnd.com
impactbnd.com

David
HoffmanPresident
dhoffman@isearchsmart.co
m
isearchsmart.com

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