A look at the various online advertising options available to businesses regardless of budget. Broken up into three sections, we cover everything from Facebook business pages and online local listings to PPC campaigns and direct buy advertising. This presentation was originally delivered at the Hawthorne Hotel in Salem, MA on March 25, 2014 as part of Salem State's Enterprise Center business workshop series. Originally presented by Tom Stirling, Brian Hanna and Chris Paganelli, employees of Stirling Technologies, a Wincester, MA based web consulting and web design firm.
Use this content marketing tutorial to learn the basics of how to create content that actually converts. http://www.quoteroller.com and http://www.servicecrowd.com.au take you through how to create content that builds your brand, authority and credibility to both your potential clients and Google. By Jennifer Riggins & Daniel Duckworth
Use this content marketing tutorial to learn the basics of how to create content that actually converts. http://www.quoteroller.com and http://www.servicecrowd.com.au take you through how to create content that builds your brand, authority and credibility to both your potential clients and Google. By Jennifer Riggins & Daniel Duckworth
There is no doubt that turning an idea into a profitable and scalable venture is a dream come true for many passionate entrepreneurs out there. So what can possibly stop a person from living a dream?
Through the SlideShare and complete post at (http://abdoriani.com/how-to-bootstrap-a-startup/) you will realize that if you convince yourself that no matter how complex and advanced your solution is, you can always go from an idea to validation using available and affordable resources, you will always find a way to make it happen this way.
Digital pivot conversion rate optimization.Digital Pivot
Digital Pivot is SEO and brand reputation agency, however, we believe that it is not enough to get more visits to your website, it is important to get more clients, with SEO efforts or with media buying it is important to optimize the website for sales
For more info please contact us at digitalpivot.net
Learn the building blocks for a solid, money-generating web presence. This goes far beyond a simple web site, and includes generating relevant traffic to that site that will readily convert into buyers of your products and services.
This presentation will cover the basics for all of your internet marketing needs. Learn the inbound strategies and web design tricks that increase internet traffic and let your customers find you.
Check out more at http://www.designandpromote.com
There is no doubt that turning an idea into a profitable and scalable venture is a dream come true for many passionate entrepreneurs out there. So what can possibly stop a person from living a dream?
Through the SlideShare and complete post at (http://abdoriani.com/how-to-bootstrap-a-startup/) you will realize that if you convince yourself that no matter how complex and advanced your solution is, you can always go from an idea to validation using available and affordable resources, you will always find a way to make it happen this way.
Digital pivot conversion rate optimization.Digital Pivot
Digital Pivot is SEO and brand reputation agency, however, we believe that it is not enough to get more visits to your website, it is important to get more clients, with SEO efforts or with media buying it is important to optimize the website for sales
For more info please contact us at digitalpivot.net
Learn the building blocks for a solid, money-generating web presence. This goes far beyond a simple web site, and includes generating relevant traffic to that site that will readily convert into buyers of your products and services.
This presentation will cover the basics for all of your internet marketing needs. Learn the inbound strategies and web design tricks that increase internet traffic and let your customers find you.
Check out more at http://www.designandpromote.com
Do you triangulate your Social Marketing to achieve the greatest level of results when conducting business development or stakeholder relationship development?
Iowa REALTOR Convention - Digital MarketingMaura Neill
What does real estate marketing look like in today’s world? Marketing has changed dramatically in the past decade, and we’ve entered a new frontier. Reaching clients and potential customers used to be a costly venture – with long printing wait-times and pricey postage. Today, online marketing options offer us a free way to keep in touch with our current spheres and reach potential new clients, but the rules are different. This new school of marketing, with its multitude of social media platforms and opportunities, requires a new kind of marketing savvy and can be overwhelming to navigate. This course teaches you how to combine tools like Facebook, Twitter, and YouTube (and more!) along with email marketing and blogging, with the tried-and-true marketing techniques you already know. The class will teach you to:
* Develop an online brand that expresses who you are and helps you maintain a consistent online presence. * Create a social media strategy that works for you and incorporates the platforms with which you are most comfortable. * Combine “old school” techniques, like direct mail and print advertising, with new school opportunities, like your Facebook business page and blogging, to create a more cost-effective and optimized approach to marketing. * Incorporate public relations strategies into your marketing plan and be your own publicist.
How To Catapult Your Online Business With Digital Leadership - Part 2 - Prese...Doyle Buehler
How To Catapult Your Online Business With Digital Leadership - Part 2 - Presentation with The Australian Marketing Institute - Creating A Compelling Strategy With Content - Digital Strategy - And Online Sales Funnel Alignment - By Doyle Buehler 2015 06
How To Become The Ultimate Brand Authority Online - The Digital Leadership Training Series with Doyle Buehler
Want to build and create a compelling competitive online brand presence using your existing digital assets? This webinar series is designed to help you understand what your audience is looking for, and how to improve and create the ultimate online brand experience to drive sales and leads.
Every business online is different, yet there are some key fundamentals and tools that will assist you in creating a digital ecosystem that keeps your audience educated and entertained and more importantly, interested in what you do and how you do it. If you can’t deliver a valuable brand experience, you’re only 1 click away from them leaving you, forever.
Based upon Doyle Buehler's award winning digital leadership and online strategy framework, this Online Brand Authority Webinar series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together - strategy, social media, branding, websites, sales funnel, landing pages, content, advertising, SEO etc. It will show you exactly how to overcome the clutter of online, get clarity on what is really important, and become the digital leader and brand authority in your industry.
Specifically designed to complement what you are already doing online to build your brand authority, you will get a step-by-step understanding over 2 webinars that kicks your complete online platform into high gear, with the tools and knowledge to really make things happen for your brand.
Here is the 2 part break down of the Building Brand Authority Webinars:
Webinar 1 - Rocking Your Digital Ecosystem
Learn the 7 Disciplines of digital leadership for a successful online presence
Create a digital strategy framework that connects your value with the needs of your online audience
How to master your content and develop your voice online to deliver your core value
Webinar 2 - Integrating and Escalating Your Kick-ass Online Platform
How to connect and re-align your website across your entire online platform
What you actually need for a working, qualifying, sales and leads funnel
Creating influence beyond your immediate reach through focussed advertising and analytics
The ultimate goal is that you will gain incredible clarity of what you need to be doing online to maximise your Brand Authority, and how to put all of your digital ecosystem pie together.
Regularly publishing quality content is the most effective SEO strategy a small business can follow.
This presentation explains how to start thinking like a publisher, and begin to promote your business through blogging, infographics, and other popular media.
Let's understand how can we generate sales lead by various ways. Here I will help you to understand many aspects of sales lead generation. I have explain the ways like Landing Page Optimization, Social Media Marketing, Offline Strategies, User Reviews and Referral Programs and some other lead generation tools and services.
Learn about developing a content marketing strategy for your small business by using low-cost and free tools around the web! This presentation focuses on digital inbound marketing for small business owners, entrepreneurs, and others who are unsure of how to market their company on the Internet.
Blogs are a key tool for online marketing and public relations. Done well, blogging can generate interest in a business and popularize the writer as well. A regularly updated blog is often the "gateway" to a business's website.
This slideshow outlines how to get started on your own business blog, as well as giving proven tips for writing an engaging, effective blog entry.
TOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKESemrush
Doyle Buehler
Supermodel' for Digital Brand Leadership
For some people, being online is a breeze. Nothing really to worry about; just open up your ecommerce shopping cart and within a few days, your paypal account will be full, so you can get that yellow Lamborghini that you have been admiring the last few days while planning your internet riches. And, if you are one of these 'people', then fantastic news! For the rest of us, however, we all know that it isn't as easy as we originally thought or were told.
It's a brutal landscape: your audience doesn't really know you exist at times, and your customers don't really care about you and your business. If you are not delivering your value with relevance and authority, then you might as well not exist online. How do you build that relevance to your audience? Well, it starts with one of the many aspects of a proper digital platform - your website.
In this webinar session, we will go through the Top 5 Mistakes that All Website Owners Make with their online business. Contrary to the TV adverts, it's not as easy as DIY website and the traffic will come. We'll explore some of the key elements that you need on the site, as well as how to really extract that value to impress your audience and make them into repeat customers. Whether your online business is about selling products, or about your defining service, we'll investigate what you can do differently to pull all these pieces together, to become the remarkable digital leader in your industry.
Speaker: Doyle Buehler
Doyle Buehler is an author, entrepreneur, speaker and online business strategist. From several successful start-ups and retail franchise businesses in Canada, the United States, Europe and Australia, to helping other companies succeed with their ideas and strategies, he has spent over 14 years in the business world making things happen – both online and off. He is a Leading innovator in the online, ecommerce worlds, and at the intersections of entrepreneurship and digital innovation. His experience has been utilised in various global industries, including travel, insurance, pharmaceuticals, banking, investment, hospitality, finance, events and learning domains.
His newest book, "The Digital Delusion: How To Overcome The Misguidance and Misinformation Online", discusses the reality of the online industry, and what business leaders can do to get beyond the clutter, confusion and distraction of the online world, to become a true digital leader.
He now runs the world's first "anti-agency", The Digital Delusion, helping entrepreneurs and business leaders become less reliant on "guru's", and "experts", and getting rid of the bullsh*t online, by empowering and enabling them to become accountable (& awesome) online.
SEO and Internet Marketing - SEDCorp Bootcamp 2014Coryon Redd
Discover what it takes to build a website for business and get it found with SEO. This presentation is part of the SEDCorp Business Bootcamp for Citrus Heights, CA. Topics covered include website design, internet marketing, SEO, Google marketing, content marketing & more.
Similar to Is Online Advertising Right For You (20)
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
3. Today You Will Learn How To:
1. Use free or low-cost online advertising &
marketing outlets to establish a basic web
presence
2. Use more advanced strategies to target
potential clients and drum up leads
3. Engage in paid online advertising in various
forms and evaluate the ROI of each type
5. Benefits
• Virtual Real Estate
• Easier for potential and current customers/clients
to find and contact you
– IF they’re already looking for you
• Inbound links
– IF you already have a website
• Most importantly: Unlike in the real world, the
internet provides more free & low-cost
advertising options that have potential to
actually generate leads
14. Of those people, has it ever
produced any leads? If so, tell us!
15.
16. Facebook
• A Facebook business or brand page is the
easiest way to get your business on social
media
• Facebook is the largest social network for all
age groups – your potential clients are
certainly on it, no matter who they are
• But… does “social currency” produce leads?
17. Facebook Pages: Are They For You?
• Facebook pages are best for businesses that:
– Want to have an easy and interactive way to stay in
touch with their more social customers
– Want to take control of their brand reputation on the
web and in the social sphere
• However:
– If you don’t have time to manage a page, claiming
your FB real estate may not be enough
– Don’t expect leads to come walking in through the
door because of your page
18. Audience Exercise
Write down 3-5 “tweets” of approximately 10 words in
length that you think would be interesting for your followers.
Include a call-to-action in at least one of them.
Exercise:
19.
20. Twitter & LinkedIn
• Little value as a home for your business on the
web… the value comes from networking
• Interacting with colleagues, other local or
industry businesses or potential clients shows
your technological savvy and can be a
powerful tool for forging digital connections
• Best for anyone who knows how to reap the
benefits of networking in real life and wants to
apply similar skills in the digital space
22. & Online Video
• Offers the ability for anyone on the internet to
“e-meet” you and gives you the opportunity
to show, not just tell, what makes your
business great
• Any properly framed video makes its
protagonist out to be the expert
• Videos are some of the most viral and
frequently shared forms of online media
23. Audience Questions
• Who has ever used Yelp to find a business?
• Who has ever written a review on Yelp?
• What about Tripadvisor?
24. • Facebook’s counterparts for review sites – wide
usage across all demographics and age ranges
• If you have a local or B2C business, you need to
be on Yelp, or your competitor could be
outshining you
• People trust peer reviews more than any
traditional form of advertising
• Not for the feint of heart – negative and harsh
criticism is common
&
25. Google+ & Google+ Local
• Google and Google+ may have lost the social
media war, but they are still the world’s
largest search engine
• Google rewards participation in their
ecosystem in search listing gold!
• Remember “virtual real estate”?
29. &
• Visual and consumer-driven services that have
little value for B2B businesses
• Great for graphic designers, artists, interior
designers, merchandisers or apparel
companies, retail stores, etc.
• Rare that leads will ever come through
Instagram or Pinterest
• Beware: only for the socially savvy
30. Audience Exercise
Think of two relevant topics that you could write 300-500
words about relating to your industry or business category.
Think specifically and current – something that would appeal
to a potential or current customer
Exercise:
31.
32. Guest Blogging
• Like video, offers a great chance for you to offer
your knowledge and expertise to the web
• Your blogs can be shared on all your social media
channels and with your email list
• Helps forge relationships with online publications
and journalists in your industry
• Best for a business that doesn’t have a blog that
is looking to get their name out there while
contributing their knowledge
34. Is this kind of advertising right for me?
• Free or low-cost exposure on the web can be
time consuming, but it’s worth the effort
• You won’t find a better deal on basic marketing
• If you’re not making your presence known, you
can bet your competitors are
• But, none of these ideas could guarantee or draw
new business, unless you’re very lucky or in the
right industry
• Is it right for your business? Absolutely.
38. What We Will Learn
1. How to build your search ranking and get
that phone to ring!
2. Create a web presence that is engaging and
will convert potential leads to prospects
3. How to interact with these prospects to make
them customers
39. Who Has A Website?
Are you concerned with getting more traffic? More leads? More business?
More Opportunities?
40. Websites
• At its most basic it’s a
business card on the web
but it can be so much more!
– A revenue tool (the phone
book on steroids)
– Control over how your brand
is represented on the web
– Portal to your other web
properties
– Marketing Tool for email
collection
42. How Does It Become Advertising?
#1 mistake everyone makes on the web?
• Failure to market your website:
– Your website can be a tool that helps you sell to
new customers, but you have to optimize it for
more than your business name, or a list of services
– Search Engine Optimization drives traffic to you
but you need to know the 3 principals of SEO.
43. 3 Principals of SEO
If I have to explain SEO
in 3 simple components:
• Keyword Density
• Keyword Relevance
• Keyword Proximity
44. What Is SEO?
• Search Engine
Optimization is the
process of affecting the
visibility of a website in
a search engine’s
“organic” search results
– Being on the front page
of Google for search is
like having a shop on
main street in the
downtown!
45. Where & How?
• On your website using meta tags and
descriptions, keywords and within your content
• Content Is King
• SEO can have differing levels of success
depending on a couple of factors:
– Avoid “Black Hat” SEO techniques
– Platform site is built on
– Amount and quality of content
– Regularity of updates
46. Some SEO No No’s
• Don’t try to play to
Search Engines
– Duplicate Content
– Poor writing
– Link Farms
– Spamming with
keywords and terms
– Hiding text and
keywords
– Dirty URLs
47. Some SEO No No’s
• Don’t assume your SEO
firm is doing it correctly
– Make sure you have a
plan in place and
understand what they
are targeting
– We see SEO tactics used
by other companies all
the time that actually
hurt your result
48. Not All Platforms Created Equal
• Older sites or those build in
platforms like WIX, 1&1, Web.com,
GoDaddy Website Tonight were
never designed with SEO in mind
and are limiting.
• Wordpress is the #1 recommend
platform for SEO because its
engineered with blogging in mind
and its FREE to download.
– Why is blogging the best way to drive
traffic to your site?
vs.
49. Blogging
Why Blogs allow you to put
content out there that sells you:
• Blogs only grow in value
• Share free advice & white
papers in exchange for leads
• Nearly 40% of companies use
blogs for marketing
• Blog articles influence customer
purchases
• Companies with >51 articles
experience an average of 77%
increase in monthly leads
Source: ramarketing.com
50. How do I Blog Effectively?
Blogging gets you leads, but
you need to know what bait
to use:
• Get ideas from audience
on social media
• Answer common questions
• Find trending topics
• Do it consistently
• Keep it short and sweet
Source: ramarketing.com
51. Turn Visitors Into Conversions
• You’ve optimized your site and driving traffic
organic traffic through search engines… now
what?
• A conversion is taking a website visitor and
turning them into a potential client, customer,
subscriber, webinar attendee – whatever the
conversion goal for your business is
• Do you know what your conversion goal (and
rate) is?
52. Conversion Optimization
These strategies can help
you convert a visitor into a
potential customer:
• Creates Trust & Affinity
• Calls To Action
• Quick Contact Form
• Video & Imagery
• Testimonials
• Case Studies
• Logos & Press
53. Conversion Optimization
My Big 3 For Conversion:
• Video: introduce who
you are and why to buy
from you.
• Testimonials: Use these
to help sell your
product.
• CTA: Make it easy to get
in touch!
54.
55. Audience Exercise
You are in an elevator and the person next to you asks what
your business does and what makes it unique. You only have
30 seconds till you reach the next floor. What do you say?
If you don’t have a business, make one up!
Exercise:
56.
57.
58. Landing Pages
Allow you to target exactly
what you are looking for in
a new customer!
• Offer specials that are
not on your website
• Be as specific as possible
• Focus on quick calls to
action and conversion
• Give away FREE stuff!
– ebooks, or whitepapers
59. User Engagement
Make people stick around:
• Improve headlines (page titles)
focusing on special benefits rather
than features
• Make it easy for people to connect
with you via email capture forms
(build list)
• Update site with mobile friendly
pages and forms!
60. User Engagement
Make people stick around:
• Test how people will interact with
your site and gage ease of use with
UserTesting.com
• Get feedback with UserVoice
• Monitor Analytics and bounce rate
to create pages that rock
• Speed up your website (hosting)
61. Recap
The Road Map:
• SEO gets them there
• Once we get them to your site the goal is
conversion from leads to prospects
• Now lets keep these prospects engaged so that
they become customers
Takeaway:
• Whereas an ad is static, the process of acquiring
and converting customers on the web is an
interactive one
62. Is this kind of advertising right for me?
• Investing in a website that is setup for success should
be a priority of any business owner’s agenda
• Spend the time to learn who your target customer is
and speak to them directly
• Create content that has value for current and potential
customers alike
• People are searching online for products and services
every day, now is the time to seize the opportunity and
stay ahead of your competitors by taking active action
today
• If you have a product or a service the answer is YES!
70. Why Facebook Ads?
• Use ads in a variety of
ways
– Garner likes
– Increase Social influence
– Promote event ticket sales
– Develop brand awareness
– Generate contest entries
– Direct users to your
website
– Promote product launch
71. Sponsored Stories
• It’s all about trust (your friends like it, so you might!)
• Option to use your voice or your customer’s voice
72. Exercise
Think about the people and/or audience you want to reach.
1. What kind of traits does your target audience share?
2. Identify key customer segments (geo, age, gender, etc).
73. Targeting
• People volunteer a lot of
data on interests, their life
– Zip codes
– Family members
– Workplace
– Relationships
– Partner interests
– Socioeconomic status
• Extensive control over who
sees ad
• Detailed reporting and
insight on customers
74. Ease of Use
• Creative genius not required
• Ad equality
• Low minimum spend
77. 77
YouTube Ad Facts
• 75% of online video viewers interacted with
video ad this month
• Avg. 20% increase in traffic to your website
when running video ads
• Reaches more U.S. adults than any cable
network
77
82. 82
Yelp Ad Facts
• Remove competitor ads
• Places your ad on competing nearby businesses
• Can provide professional videography
• Unlimited listing photos to showcase you
• Serve different ads on different platforms (Mobile,
Desktop)
• Average campaigns range $300 - $2,200 per month
82
85. 85
Did You Know
• ‘Insurance’ bids avg. $55 per click on Google!
• 89% of the traffic generated by search ads is
not replaced by organic clicks when ads are
paused
• The top ad position can achieve 6%+ CTR
85
88. 88
High ROI
• If done correctly PPC can provide you with a
huge return on investment:
– Takes time, skill, vigilance
– Google Partners training and testing
• Well run campaigns can return $2 for every $1
of spend
88
90. 90
Put It On Display
• Place custom ads on relevant websites
• Retargeting vs. remarketing
• Stand out from the crowd
90
91.
92. 92
Where Will I Show Up?
• Place custom ads on relevant websites
• Retargeting vs. remarketing
• Quality affiliate websites
• Areas on the web that maximize clicks
• Influenced in part by user browsing history
92
94. 94
Bulk Purchasing vs Bidding
• Fixed or variable cost per thousand impressions
(ad views)
• Manual (direct buy) vs technological approach
(eCPM)
• ‘Premium’ placement
94
VS.
96. Local Deals By the #’s
• 650,000 merchants
featured on Groupon to
date
• 200+ million Groupon
email subscribers
• Local deal users spend
45% more than average
U.S. online consumer
9696
97. Opportunity
Pros
• Attracts high volume of
consumers
• Advertises your business
• It helps move inventory
• It builds relationships
• It generates incremental
revenue
Cons
• Deals attract low-end
bargain seekers
• May impact perception of
the brand
• May not generate repeat
customers
• Deals may not turn
profitable
9797
98. Recap
Ad
Type
Facebook YouTube Yelp Pay Per
Click
Online
Display
Direct Ad
Buy
Groupon
& Local
Cost As low as
$5 / day
Varies
based on
productio
n & CPC
$300 -
$2,200
average
per
month
$1.00 -
$55.00+
per click
Varies
based on
placemen
t
Minimum
$10,000
spend
Varies by
business
and offer
type
Ease of
Use (1
easy to
5 hard)
2 2 or 3 1 4 4 5 2
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