Presentation from June 2016 Lunch and Learn presentation that took place in Mount Arlington, NJ.

1. #EXIJAM

2. Digital Marketing 101
Search Engines, Social, Content,
Video, & More …. Where to start
#EXIJAM

3. Who is this guy?
6 Years in digital Marketing (all for
Advance)
Experience helping businesses in:
Local
Medium
Majors
& Agencies
Huge Mets Fan. Also love the Knicks
& Giants!
Facebook: @ryandoyle
Twitter: @NewJerseyRyan
Instagram: @rydoy0610
Snapchat: rdoyle26
LinkedIn: RyanDoyle
#EXIJAM

4. What is NJ Advance Media?
Microsoft Partner
2014 Partner of the Year Winner
Digital Advertising
#EXIJAM

5. Today’s Agenda
• Understanding the role of the major available solutions in digital
• The Importance of knowing your data
• Search
• Social
• Video
• Content/Native
• Display
• Summary
#EXIJAM

6. 3 Tiers of Digital Marketing
#EXIJAM

7. Role of Major Digital Solutions
#EXIJAM
Timing Audience Solutions Solutions Description Goal
Pre-Market
I-Want-To-Know
&
I-Want-To-Do
Moments
Interest and intent are in beginning stages
or being established.
Potential customers who want to learn
more about a subject, due to a desire to
possibly/eventually move forward with a
purchase, just not at this time…
Audience Targeting/Social
Marketing/Display
Desktop, mobile, social and print Display Ad
audiences targeted to specialty and area GEO
Create awareness about brand,
location and provide helpful
information through strategic
content on highly viewed sites
Responsive Rich Media: Desktop and mobile Video
Ad audiences targeted to specialty and area GEO
Content Marketing & Email Reach prospective customers in their most
frequently viewed channels
In-Market
I-Want-To-Buy
&
I-Want-To-Go
Moments
Interest and Intent have been established
as prospective customers move into
action
SEO
Website Experience Optimization / YouTube / G+ /
Content Marketing
Capitalize on audiences ready to
take action through website
visits, form submission leads,
phone calls and appointments
SEM / Paid Search
Pay Per Click Search Engine Targeting Audiences
in research and buying mode
Site Retargeting
Serving Display ads to intenders who have visited
your website
Post Market
I-Want-To-Do
Moments
Establish loyal customers who remain in
need of service and willing to share good
experiences
Social Targeting & Additional
Content Marketing
Content Marketing, Social Media Management,
Targeting, Optimization, newsletters, etc.
*Also serves to influence the Pre-Market, while reinforcing
the In-Market audiences
Customer advocacy – maintain
market share by staying relevant
and engaged

8. Know Your Data
#EXIJAM
Solution
Investment
Site Traffic
Leads
Conversions

9. Search
#EXIJAM
Paid Results
AdWords
PPC
SEM
Organic
Results
SEO
Paid Results
Google Shopping
PPC
Source: https://www.imforza.com/blog/8-seo-stats-that-are-hard-to-ignore/
75%
of
Users
Never
Scroll
Past
Page 1

10. How SEO Works
#EXIJAM
• Over 200 Factors
• User Experience
• Popularity Contest
• Content
• Answer the Question

11. Where do you begin?
#EXIJAM
OR

12. How SEM works
#EXIJAM
• Budget
• Bid Cap
• Quality Score
• Bid Management Platform
• Optimize!

13. Where do you begin?
#EXIJAM
Also, get the latest trends & updates at:

14. Social – The Next Big Opportunity
#EXIJAM
Step 1: Establish what want out of social
Purposes
Grow
Audience
Convert
Customer
Service

15. Social – The Next Big Opportunity
#EXIJAM
Step 2: Be There!

16. Social – The Next Big Opportunity
#EXIJAM
Step 3: Have a content strategy

17. Social – The Next Big Opportunity
#EXIJAM
Step 4: Roll it into your marketing strategy &
support it with an investment

18. Social – The Next Big Opportunity
#EXIJAM
Facebook Ads can be overwhelming.
- Objectives, Content, KPIs
- Custom Audience Opportunities
- 16 ad types (& growing)
- Endless targeting options/criteria
- Tracking pixels
“Over 90% of Fortune 500
companies are not doing
Facebook ads right.” - Mixpo

19. Social – Tips & Trends
#EXIJAM

20. Social – Tips & Trends
#EXIJAM

21. Social – Tips & Trends
8 Facebook Engagement Stats
• Post on Sunday = 52.9% more interaction
• Posts between 10PM & 11PM = 88% more interaction
• Image Posts = 179% more interaction
• Videos = Most Shared
• Ask a question = 162% more interaction
• Posts with 150 – 200 characters = 238.75 shares
• Link to long form content = 40% more interaction

22. Video
#EXIJAM
• Tells a story
• Stimulates our senses
• Educates
• Influences
• Inspires us

23. veeroll
#EXIJAM

24. veeroll
#EXIJAM

25. Facebook Video
#EXIJAM
• Slide Show Ads
• FACEBOOK LIVE!!!!

26. Don’t forget YouTube
#EXIJAM
• Amazing Targeting Options (owned by Google)

27. Integrate Content
#EXIJAM
Blog
Fresh Social
Content
SEO Value
Native
Opportunities

28. Native Opportunities
#EXIJAM

29. Generate Shares & Subscribers
#EXIJAM

30. Content Tip
#EXIJAM
Educate
Don’t Always
Promote/SELL!

31. Display & Audience Targeting
#EXIJAM
Site Re-messaging
• Once a user
visits your site
(or key pages on
your site) they
see your ads
Audience
Targeting
• Available Site
Specific (large
sites)
• Network
• Keep in mind
they may not be
in the market for
your product.
This is a long
term sell
General Display
• High Impact
• Takeovers
• Create Top of
Mind Awareness

32. Summary
#EXIJAM
• You need a strategy. Not a piecemeal Solution
• A good strategy has solutions that compliment each other and work together
• Know your data
• Test
• Do more of what works & less of what doesn’t
• Psst …. If you are overwhelmed & need help. I don’t blame you. Give us a call

33. RAFFLE

34. QUESTIONS?
Thank You
#EXIJAM
Ryan Doyle
rdoyle@njadvancemedia.com
862-373-0949
Facebook: @ryandoyle
Twitter: @NewJerseyRyan
Instagram: @rydoy0610
Snapchat: rdoyle26
LinkedIn: RyanDoyle
#EXIJAM

35. #EXIJAM