EFC 2016_Final

NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Your Digital
Marketing Toolkit
Incorporating Online Platforms into
your Marketing Strategy
M A R T I N M C D O N A L D
Find the most effective digital
strategies for your business
Best practice and common
mistakes to avoid
Equip your business to leverage
these strategies
R I S S Y S U T H E R L A N D

NEW ORLEANS, LA
W E D O N ’ T G O O N L I N E .
We live online.

NEW ORLEANS, LA
Shop
online
View
banner ad
Watch
tutorial
Purchase
through
call center
blog
Compare/
shop online
Post
reviews
Purchase
via mobile View
YouTube ad
Like on
Facebook
Read
Reviews
Purchase
in store
Watch
YouTube
ad
Download
app
Watch video
on mobile
View
print ad
Traditional Customer Lifecycle Digital Customer Lifecycle
The Customer Journey has Changed
Discover
Buy
ExploreEngage

NEW ORLEANS, LA
I-want-to-watch-
moments
I-want-to-do-
moments
I-want-to-go-
moments
I-want-to-know-
moments
I-want-to-buy-
moments

NEW ORLEANS, LA
15% (500 Million) searches performed each day
are brand new, never seen by Google prior
They switch regularly
between devices.
They read reviews, compare
styles, and research pricing.
93% of buyers research online
before purchasing..
On average, 10.4 information
sources influence an online
buying decision.
Buyers are
unpredictable

NEW ORLEANS, LA
Average time spent per day by US adults shifts to digital
TV Radio Print Digital Other
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
2011
2015

NEW ORLEANS, LA
Immediacy
of action
High
expectations
Unscripted
decisions
62% of smartphone
users are more likely
to take action right
away because of
smartphones
77% of those who
encounter a mobile
site that wasn't
optimized don’t
continue to view
the site
Mobile users are 20%
more likely to make an
impulse purchase
Mobile has changed how we act and react in life

NEW ORLEANS, LA
Most Effective Strategies

NEW ORLEANS, LA
• Female
• Age 34 – 45
• Working mother
of three
• 80k – 100k
Annual Income
Persona
Think motivators
• High income but
majority spent
on child
expenses
• Looking for
simplicity
Personal
Move from Persona to PERSONAL

NEW ORLEANS, LA
Consider your
demographic
Example:
Looking for a
trustworthy, reliable
and affordable
mechanic? Call us
today!
Personal
Think motivators
Let that Guide your Messaging
• High income but
majority spent
on child
expenses
• Looking for
simplicity

NEW ORLEANS, LA
Consider your
demographic
Example:
Looking for a
trustworthy, reliable
and affordable
mechanic? Call us
today!
Personal
Looking for
simplicity
Think motivators
Let that Guide your Messaging

NEW ORLEANS, LA
Understand your Product Solution
Timeliness Involvement
Do you have repeat
customers and how
often do they return
to your business?
How much research
would a prospect need
to do and how many
competitors will they
encounter before they
choose you?
$ behind your USP
What makes you
bigger and better
than the competitor
and what does it
mean to your
customer?

NEW ORLEANS, LA
Micro-Moments: Moments That Truly Matter
What are my consumer’s
moments?
What moments matter to
my brand?
What content, tools and
features do my consumers
want to consume while in their
moment?
Intent
Context Immediacy
MICRO-
MOMENTS

NEW ORLEANS, LA
Best Practices & Pitfalls

NEW ORLEANS, LA
Social
• Social is the new
word of mouth
• Reviews & Referrals
• Loyalty & Lead
Nurturing

NEW ORLEANS, LA
Social Advertising
• Audience Issues
• Targeting Non-Fans
• Boring Ad Copy
• Boring Images
• No Landing Page
• No Tracking
• Campaign Mis-Mgmt
Common Mistakes
Social Advertising is incredibly important yet it can be
dangerous to your bottom line if you don’t have a plan.
So how do you win at Social Advertising?
Let’s explore these 7 common mistakes

NEW ORLEANS, LA
Search Ads
• Used to find local
businesses and local
offers
• Used to find brands
and their website
addresses

NEW ORLEANS, LA
• Not Using ETA
• Inconsistent Site Links
• Match Type
• Quality vs. Quantity
• Ad Copy Blues
• Negative Nelly’s KW’s
• Not Knowing your LTV
Common Mistakes
PPC is a dominate digital component that can help or hurt
you. Have you defined your goals? Have you decided
what you want to get out of PPC?
So how do you win at PPC?
Search Advertising

NEW ORLEANS, LA
Organic & Content
• Used to complete
research (answering our
questions)
businesses
• Used to find business
listings & reviews

NEW ORLEANS, LA
Local Listings
• Communicates vital
business information
– Reviews
– Hours of Operation
– Address & Phone
– Current offers & More
businesses ‘near me’

NEW ORLEANS, LA
Reputation & Reviews
• Reviews & Reputation can
make or break the buying
decision of a customer
• Not only are reviews
important from a customer
perspective, but it is the
least known ranking factor
of search engines
Reputation
Management

NEW ORLEANS, LA
• Focus on KW Type
• Not Recognizing
Semantic SEO
• Not Using Analytics to
Understand Conversion
• Relying on On Page
• Ignoring Off Page
• Not Aggressive with
Reputation & Listings
• Focus on Link Quantity vs.
Link Quality
Common Mistakes
SEO is a colossal jigsaw puzzle that many people can’t
figure out. So how do you? The new shift is to Semantic
Search….WTH does that mean?
So how do you win at SEO?
SEO

NEW ORLEANS, LA
Retargeting
Site Retargeting produces your “2nd chance”
opportunity as the consumer continues their
purchasing journey
Search Retargeting helps target people who are
unaware of your business, but are in research mode
Both require smart segmenting:

NEW ORLEANS, LA
• Underwhelming Creative
• Annoying Your
Prospect/Customer
• Using a Small Fishing
Net
• Static Ads/Static Bidding
• Using Multiple Vendors
• Not Using Search & Site
Common Mistakes
Retargeting is a great opportunity to “shoulder-tap” your
potential clients about your brand through site-based
efforts or search intent strategies.
So how do you win at Retargeting?
Retargeting

NEW ORLEANS, LA
Leverage These Strategies

NEW ORLEANS, LA
• Consumers move seamlessly
across many devices en
route to conversion
• You don’t have mobile or
desktop customers, you just
have customers
Connecting the dots

NEW ORLEANS, LA
Focus on YOUR customer’s purchase journey
It will look different than other businesses.
agree that the quality, timing, or relevance of a
company's message influences their perception of
a brand.*
*Google, 2015
69%

NEW ORLEANS, LA
Think Gateways not just Tools or Platforms
when she is sharing pictures of her children on
Facebook vs. getting her news on twitter?
at the exact moment she needs to find an open
urgent care?
when she is looking for the closest open nail
salon?
reading reviews on the newest restaurant to try
with her friends?
if she hasn’t made up her mind on the
purchase?
How does your message look

NEW ORLEANS, LA
Putting It All Together
Build Awareness
• Website
• Brand Building
• LOCAL LISTING
• ORGANIC
• CONTENT
• Email Marketing
• Local & E.R. Display
• Search Retargeting
• Traditional
Influence Consideration
• Site Retargeting
• Paid Search
• Social Media
• Brand Building
• REPUTATION MGMT
• CONTENT
Drive Sales/Leads
• Paid Search
• Site Retargeting
• Social Ads
• Contextual &
Geo-Fence Display

NEW ORLEANS, LA
The Missing Piece
See Results
Expert Team
• Who is staying up-to-date on changes?
• Will you be reactive or proactive?
• Are you optimizing techniques to business
goals?
Reporting
• Are you measuring the right metrics?
• Are you interpreting the data correctly?
• What are the next steps?

NEW ORLEANS, LA
Q&A
Your Digital
Marketing Toolkit
Incorporating Online Platforms into
your Marketing Strategy
M A R T I N M C D O N A L D
R I S S Y S U T H E R L A N D

EFC 2016_Final

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