Marketing in the online environment for a product that can only be purchased offline is always a challenge. This webinar will guide you through how to meet the challenge by engaging your customers in the online and digital environments they frequent -- social networks, web sites, search engines, mobile phones and email inboxes.

1. How to Overcome your
Marketing Challenges & Improve
your Brand's Visibility

2. The Presenters
Matt Parisi Jenn Barber Lori Barber
Online Media Social Media Director of Business
& Search Strategist Strategist Development
Matt is a proven search marketing From startups to large enterprise Fiercely committed to helping her
expert with ROIs on online marketing brands, Jenn consults SiteLab’s clients make the most of their
campaigns exceeding 1000%. clients to connect them with online marketing budgets.
opportunities to engage with
social media.

3. SiteLab Interactive
SiteLab Interactive, a full-service digital marketing agency based in La Jolla, CA.
Since 1996, we have been helping clients like Wolfgang Puck, Sunkist Growers
and Chiquita Bananas, build great brands by creating engaging online
experiences. We combine strategic insight with intelligent design and leading-
edge technologies to deliver solutions that connect people and produce bottom-
line results. Our services include:
• User Experience • Search Marketing • Graphic Design
• Social Media Marketing • Website Development • Mobile Marketing
Follow Us:
sitelab.com/blogs facebook.com/sitelab twitter.com/sitelabbers pinterest.com/sitelab

4. The Agenda
• The Situation & the Challenges – Garbo’s Hummus
• The Approach – Always Starts with the Voice of
Audience
• Answer the Question “Who is My Audience “– with
Search
• Social Integration
• The Strategy & the Plan
• Measuring Success
Bonus Material: Tips & Tricks for Finding & Optimizing
Content

5. The Situation
The Situation - Garbo’s Hummus
Scenario: Garbo has been in business for 25 years selling
hummus out of a storefront in Portland, Oregon. They use
recipes handed down from generations of Garbos. In addition
they run a lunchtime Greek catering service for local
businesses. They currently have a website, and a facebook
page with 30 followers where they occasionally post specials,
they don’t know what else the should be posting about.
They just hired a part time marketing coordinator to help expand their business who has reached out to
SiteLab to help develop an online marketing strategy. She shared with us that the owner is reluctant to
dive into social marketing. The owner also wants to rank #1 for the term “Garbo” when typed in search
engines.
Goals:
1. To become known in the local area for anyone looking for a healthy catering for large parties.
2. Increase sales of the Hummus in other stores (grocery stores, markets, etc)
3. Increase foot traffic in their own store (and in-store sales).
Image source: humus101.com

6. The Challenges
 How does online engagement translate to offline
sales?
 How can management be convinced that social
media marketing should be a part of their
overall marketing strategy?
 How can we manage an online marketing plan with
limited resources: time, money and staff?
 Where can we find content ideas?
 How can we measure success?

7. Online Marketing Offline Results
 Studies Show Impact of Online
Ads, Offline
 Impact of the Web is Only
Growing Over Time
Sources: comScore.com, Forrester Research

8. The Marketing Ecosystem
Sources: Synotac.com

9. Search Considerations
Search Audience
 SEO 101 – Relevance + Authority
 Where is my audience? What language do they use to search
(Relevance)?
 What is the intent of these searchers?
 Are there any barriers to success?
 Do not target internal marketing jargon unless warranted
Competitive Research
 Who are Garbo’s competitors? In real life and online in search?
 What is our competitive advantage? How do we compare?
 What is the level of difficulty to succeed?

10. FIRST THINGS FIRST
who is my audience?

11. First, check your website analytics
Run an Organic Search Traffic report
Sources: Google Analytics

12. Then, Brainstorm New Keywords
• Refine Keyword List
• Prioritize Based on
Volume AND
Relevance/Quality
• Consider Keyword
Intent
• Different Keywords
Represent Different
Stages in Buying
Cycle – Vary
Keywords to Maintain
Healthy Funnel
Brainstorm by keyword or web page
mallardsbaseball.com

13. Research & Refine Keywords
• Refine Keyword List
• Prioritize Based on
Volume AND
Relevance/Quality
• Consider Keyword
Intent
• Different Keywords
Represent Different
Stages in Buying
Cycle – Vary
Keywords to
Maintain Healthy
Funnel
Brainstorm by keyword or web page
Source: Google Keyword Tool

14. The Voice of Audience
 What is the language of our audience?
 Where can we fit into the online landscape?
 VoA Research applies to all other marketing tactics

15. WHAT’S UP
with the competition?
Image source: mallardsbaseball.com

16. Competitive Analysis
 How difficult will it be to rank in the top 10 for prioritized keywords?
 How powerful are the web sites currently ranking?
 What kind of content appears to be popular?
 Are there any holes or missing information in search results relating to
the keyword?
 How is content presented that is ranking well? (tone/info/language)
 What is your competition doing that you aren’t?
 Are there any indications on what content might be popular or
unpopular?
 What other content (not related to the keyword) appears on sites that
are ranking well?

17. Keyword Difficulty
• Evaluate Difficulty in
Relation to Perceived
Keyword Quality
• High Quality Keywords
that are Easier to Attain
are preferable
• Consider Keyword
Intent
• Keep in Mind Natural
Advantages for You or
Competitors
Where can you fit in the Competitive landscape?
Source: SEOMoz

18. Search Conclusions
Search Audience
 Garbo’s Keywords: “hummus recipes”, “portland catering”, “portland
caterers”, “hummus brands”, “how to make hummus”
 Low amount of traffic actually seeking to buy hummus online, so must
strive to become center of hummus conversation online
Competitive Research
 Competitors: Crave Catering (local caterer), mideastfood.about.com
(major web site), hummus101.com (smaller, more specific web site),
Blue Olive (local Mediterranean restaurant with web site)

19. HOW DO WE
integrate social?

20. Social Media Considerations
Social Media Audience
 Where is my audience? Which sites?
 What do they like / say / do?
 How and when do they say it?
Competitive Research
 Who are my competitors?
 What is our competitive advantage?

21. FIRST THINGS FIRST
where is my audience?

22. Take a look at your website analytics
Run a referral report in Google Analytics
Source: Google Analytics

23. Next, find the party
Search for brand name and product/service
Source: SocialMention.com

24. Consider your target demographics
Source: MediaBistro.com
Align current demographics with sites

25. KNOW WHERE
now, what do they like?

26. Revisit the voice of audience research
OUR KEYWORDS MAY BE:
“restaurant hummus”
“hummus dip”
“hummus brand”
“hummus products”
“homemade hummus”
“what is hummus”
“hummus ingredients”
“healthiest hummus brand”
“best brand of hummus”
Which keywords are they using?

27. Then you can see what they’re saying
Content Ideas:
• storage
• retail locations
• usage / recipes
• health benefits
• taste test
• coupons
• samples
• snack ideas for kids
• hummus love!
What are they saying?

28. And how and when they’re saying it…
What is their tone? When are they online?

29. WHAT’S UP
with the competition?

30. Competitive Analysis
 How is your audience engaging with your competition?
 What is your competition doing that you aren’t?
 Why are they doing such things different?
 What type of response are they receiving? Is it different than how
your audience is engaging with you?
 Does your competition have a consistent tone, message and brand?
 Is your competition engaging in a way their audience expects them
to? Casual when they’re expecting professional or opposite?
 What are the weaknesses to how your competition is engaging and
leveraging social media that you can use to your advantage?
 Who is your indirect competition?

31. And find the influencers
Find and connect with the influencers

32. Social Media Conclusions
Social Media Audience
 Determined target audience demographics – Facebook, Twitter,
YouTube
 Love Garbo’s because it’s homemade, family business, fresh
 Casual tone, healthy, nutrition-focused, family, online late morning
Competitive Research
 Competitors: Store brands (Abraham’s Natural), Homemade Hummus
(recipes), Local Caterers (Hush Hush Café)
 Competitive Advantage: Family business, local presence

33. LET’S GO
let’s build our strategy

34. Stringing it All Together - Garbo’s Strategy
General
 Build Content around VoA/Social Research
 “Big Idea” Marketing Program
 Create Relationships, Enhance Share-ability
Search
 Optimize Content around VoA Research
 Paid Search to Fill In Organic Gaps/Raise
Visibility for Best Keywords
Social
 Monthly Editorial Calendar
 Integrate – Facebook, Email Marketing, Twitter
 Harness the power of local influencers
 Facebook Advertising to Boost Likes

35. Measure Success & Optimize
Define Conversion Events Across Tactics and Strategies
• Based on Likelihood of Converting Lead to Customer
• Assign Values to Different Conversions
• Calculate Return on Investment and Improve That Score
• Doesn’t Necessarily Have to Be Perfect, so Long as It Is Correlated
Benchmark, Notate & Monitor
• Benchmark Starting Point
• Notate Updates/Events that Could Influence Business
• Use Monitoring Tools to Watch for Issues, See Opportunities
Benchmark and measure success!

36. The Plan
 Developing & Optimizing Content – 60%
– Organic Search
– Social Media Editorial Calendar
– Email Outreach
 Promotions - 30%
– Social Media facebook advertising
– PPC
– Annual “Big Idea” Campaign
 Reporting & Tracking - 10%

37. QUESTIONS?

38. HOW ABOUT
some tips and tricks

39. Finding Content
1. Google Alerts
2. Hootsuite
3. Your Partners
4. Cross-Promote
5. Google Discussions
6. Internal Team
7. Reviews
8. Bizarre Holidays
9. Marketing Materials
10. RSS Feeds

40. Optimizing Content
1. Identify Keywords
2. Use Keywords
3. Trending Topics
4. Pictures
5. Video
6. Tag/Mention Sources
7. Links to Support
8. Lead Generation Content
9. Day of Week/Time
10. Location, Location, Location