This document provides an overview of how to attract customers using digital marketing. It discusses establishing an online presence through a website, search engine optimization, social media marketing, email marketing, and online advertising. The key points are: 1) Build a website as your marketing foundation using a content management system like WordPress. Populate it with quality, keyword-rich content through blogging. 2) Optimize your website and content for search engines through on-page SEO techniques and off-page links from social media and local business directories. 3) Engage customers through social media platforms like Facebook, Twitter, and LinkedIn by sharing relevant content and building your brand. 4) Grow your email list

1. How to Attract Customers Using
Digital Marketing
Seth Spears
Chief Strategist/Principal

2. What I Do

3. Digital Marketing Consultancy
• Digital Marketing Strategy & Consulting
270-495-0014
• WordPress Website Design
@SpearsMarketing • Local Search Engine Optimization
http://SpearsMarketing.com • Social Media Marketing
• Small Business Mobile App Development

5. What is Marketing?
“Marketing is delivering a product or service to the right market,
through the right message, using the right medium.”

6. Marketing Has Changed
• Traditional, Outbound, Push Marketing = TV, radio, newspapers, magazines,
direct mail, yellow pages, billboards, etc.
• New technology & filters + Info overload = Game changer!

7. Marketing Has Changed

8. The Options:
• Outbound Marketing
• One-way communication
• Customers are sought out
• No added value - boring & uninformative
• Inbound Marketing
• Two-way communication
• Customers seek you out
• Lots of added value - education/entertainment

9. Marketing Basics
• Branding Consistency: online & off-line
• Know, Like Trust
• People purchase products, but they buy from
individuals
• Word of Mouth/Referrals - use internet to
validate your credibility
• Success = Doing the right things, long enough,
consistently

10. Throw something at me if I get too technical :)

11. 5 Steps to Digital Domination
1. Content Platform - Your Website
2. Search Engine Optimization (SEO)
3. Social Media Marketing
4. Email Marketing
5. Online Advertising/Pay-Per-Click (PPC)

12. Your Website: The Foundation
• Own your platform: don’t be a digital sharecropper
• Your website: Design, Structure, Content
• Design: visually appealing, attention grabbing,
clean & specific
• Structure: easy to navigate, cohesive, logical flow
of information
• Content: quality information, keyword rich, calls
to action

13. Your Website: The Platform
• Content Management System (CMS)
• WordPress, Joomla, Drupal, Modx, Expression
Engine
• Easy to Update
• Scalable
• Attractive
• Mobile Friendly

14. Your Website: The Content
• Content Marketing = Blogging = Self-publishing
• Inform, entertain, engage
• Written, audio, video
• Expert status
• Search-ability
• Consistency
• Topics: Education, thought leadership, entertainment,
FAQs, case studies, success stories, stir things up

15. Search Engine Optimization
• SEO = Relevance => how your business
appears to Google
• Google/iPhone = New Yellow Pages
• Both art & science
• Constantly changing
• Content, keywords, links

16. SEO: The Tech
• Onsite SEO (technical) • SEO Sandwich
• Semantic markup • Content
• Title tags • Keywords
• h1 tags • Links
• Keywords • Social
• Anchor text • Citations
• Meta description

17. SEO: The Sandwich
• Content: More is better, but quality is king. Write for
people, not search engines
• Keywords: Use common language. What customers search
for
• Links: Popularity contest. Quality > Quantity. Interlink on-
site between pages & posts
• Social: Links & Mentions => Google+, Twitter, Facebook,
Linkedin, Pinterest, etc.
• Citations: Local search directories & review sites. Google
+Local, Bing Local,Yelp, Merchant Circle,Yellow Pages, etc.

18. SEO: The Local
• Citations are paramount!
• Claim, create, update, optimize, manage
• Consistent info: Name, Address, Phone, Website
• UBL, Info USA, Localeze
• Cultivate reviews
• Online press releases
• Groupon?

19. Social Media: The What
• Not just a marketing channel
• For customers, it’s social What Social Media Is:
first, business second
• Customers are talking, are
you listening?
• Content should originate on
your platform. Social is a
distribution channel
• Easiest way for content to go
viral => social proof

20. Social Media: The Why
• Facebook, Twitter, Linkedin, Google+, Pinterest,
Instagram,YouTube
• Social media humanizes business. Personality MUST shine
through
• Reputation management is a must. Social media amplifies
both good & bad
• Referrals happen more online than in person
• Claim business profiles => KnowEm.com

21. Social Media: The How
• Facebook - Cincy Shirts
• Twitter - Best Buy
• Google+ - Starbucks
• Linkedin - Zipcar
• Pinterest - Whole Foods
• Instagram - Dogfish Head
• YouTube - Simply Scuba

22. Email Marketing: The What
• Permission based marketing
• Easier & less expensive to resell existing customers
than acquire new ones
• Relationship building
• Top-of-mind awareness
• Offer incentives for joining your list => exclusivity
• Least expensive form of direct-response marketing

23. Email Marketing: The How
• Email Service Provider (ESP)
• Aweber, Mail Chimp, etc. (auto-responder)
• Signup form must integrate with website, social media,
etc.
• Permission Marketing => No Spam!
• WIIFM = “what’s in it for me!”
• Automate & personalize
• Consistent contact

24. Online Advertising: The What
• Pay-Per-Click, Pay-Per-Impression, Ad Networks,
Remarketing
• Google Adwords
• Facebook Ads
• Amazon, Linkedin, Twitter, etc.
• Easiest way to get ranked at top of Google
• Can be extremely effective
• Can get expensive quickly

25. Online Advertising: The How
• Google Keyword Tool
• Set parameters
• Create landing pages
• Test, test, test!
• Wash, Rinse, Repeat

26. Mobile Marketing Stats

27. Mobile Marketing Stats
Mobile is the fastest growing digital
marketing segment!

28. Tying it all Together: Mobile Marketing
• Is your website mobile friendly?
• Google likes mobile responsive design
• Majority of social media is used on mobile device
• Is your email newsletter mobile friendly?
• Text Marketing & Mobile Apps

29. Conclusion
• Digital Marketing is here to stay
• Mobile is fastest growing segment
• Website is the foundation
• SEO & Social Media are essential
• Email can give best ROI
• PPC = test, test, test
• All the above are building blocks. They work together &
amplify the individual effectiveness of each other

30. Resources
http://SpearsMarketing.com/Resources

31. Questions?
@SpearsMarketing