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Joe Smith
      designer, developer

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Introductions
Elevator Speech
Content
For Interactive
  Evaluate It
   Shape It
  Organize It
 Searchable It
Social Media It
   Email It
   Mobile It
   Video It
Content is King
                    Why?
       Sticky                        Search

  Search                          Re-usable

Followable                           Search

       Search                     Relatable

                            Search
Companies have become
 their own media outlet
Your Current Content
      Take a web inventory

                     Text content
Title                 Images
Butt  on Title
                      Forms
 Met  a Title
                    n G raphics
           scriptio
 Meta De
Weed Out
Redundant
Out-of-date
   Trivial
  Unclear
Inaccurate
Other Sources of Content
        News releases
       Media Mentions
       Your Locations
         Key Players
      Printed Materials
     Products & Services
Questions about
content evaluation?
Effective Content Creation
      Identify what prospects want
      Not what you think they need
People are thinking about solving problems
             Not about trees.
Ideal Customer
           First Name
             Gender
               Age
         Neighborhood
        Family Situation
          Job & Salary
           Own a pet
Conservative, Moderate or Liberal
               Car
Ideal Customer’s Lifestyle
     What are their fears?
  What do they get from you?
 What are their biggest dreams?
  What are their nightmares?
   What proof do you have?


       Write a letter
      Write an article.
Questions about
content creation?
Menu Driven Organization
                         Home



About Us   Locations         News             Products

                             “New Red
             Up Town          Widget           Regular
                              Arrives”


                            “United Way
            West Hills       Donations         Deluxe
                             Delivered”


                           “Summer Hours
            South Gate      Start Saturday”
                                                Pro
Content Management Systems
                Uses
        Organize your content
      Update content at any time
         Search engine bait
 Custom content like images and video
Content Management Systems
Custom CMS



  Flexible design
Complete integration
  Simpler usability
Home
   Menu as Message
    Above the ‘fold’
  Story after the ‘fold’
Home is not for everything
   Start with simplest
Questions about Content
Management & Organization?
Search
Good Search
Starts with good content
Searchable Text
       Page Titles
   Meta Descriptions
     alt you images
<h1>Headline</h1>
  Avoid text in images
 google.com/webfonts
    Avoid framesets
Search




Use HTML5 for media
Search Link Seeding
      Relevant Links
     Reciprocal Links
       Social Media
Pay Per Click
Questions about Search?
Social Media
Gather Followers
   Expert Tips
     News
    Specials
Social Media
Conversation with Customers
     Conversation Starters
     Encourage Responses
           Respond
Social Media
                               Outlets




facebook   Twitter   Google+    YouTube   LinkedIn   Yelp!   foursquare
Social Media


          Facebook


  Make a company page
Create local business pages
    Enter your location
 Create a “Like Me” page
 Give reasons why to like
   Update status weekly
    Use URLs in posts
Social Media


               Twitter


            Get an account
           Brand your page
Follow related people and businesses
        Tweet 4 times a week
     Use shortened URLs in posts
Social Media


            Google+


 Don’t use your personal gmail
Create a business gmail account
    Make a business page
       Register locations
   Add people to your circles
     Post weekly updates
Social Media


facebook    Google+    Yelp!   foursquare


   Add your location to all of these
         Enter descriptions
          Upload photos
Questions about Social Media?
Video
        Attention grabber
           Immersive.
     Don’t do crappy video
       Use a tripod, please
       Less than 3 minutes
Host videos on YouTube or Vimeo
Email Marketing
  Michelle Kimball
Email Marketing Is…
delivering professional email communications
           to an interested audience
  containing information they find valuable.
Email Service Providers
          automate best practices
             Provide easy-to-use templates
                Reinforce brand identity
           Email addressed to recipient only
   Manage lists – adding new subscribers, handling
      bounce-backs, removing unsubscribes
Improves email delivery, tracks results and obeys the law
Build Your List Where You Connect!

Service or Sales Calls
Events and Meetings
Email Signature           Customer & Prospect
                               Database
In-store Guest Book
Website Signup
I want to…

          Promote
    Motivate purchases
Increase event attendance
           Inform
Inform potential customers
 Differentiate my business
           Relate
       Increase loyalty
 Encourage more referrals
Provide Value to Your Audience
Promotional Email Discounts, coupons, offers, incentives.
 Relational Email Special privileges, acknowledgement
 Informative Email Advice, research, facts, opinions, tips


                                savings




                      quality             knowledge
Determine Appropriate Format
                     Newsletters
       Frequency: Regular i.e. monthly / weekly
Lots of educational content (typically non-promotional)
   Use bullets, summarize information, be concise
         Promotions / Invitations / Surveys
Frequency: Depends on your business and sales cycle
         Focus on promotion / limited content
  Use content to invite click-through or other action=
                  Announcements
               Frequency: Event-driven
 Press releases, holiday greetings, thank you cards…
      Use content to build deeper relationships
Frequency & Delivery Time
                 How often to send
               Create a master schedule
Include frequency in online sign-up “Monthly Newsletter”
Keep content concise and relevant to planned frequency
Frequency & Delivery Time
               When to send
When is your audience most likely to read it?
   Day of week (Tuesday & Wednesday)
        Time of day (10am to 3pm)
               Test for timing
       Divide your list into equal parts
Send at different times and compare results
Getting Email Opened
            The “From” line
 Use a name your audience recognizes
Include your organization name or brand
Refer to your business in the same way
         your audience does
Mobile
       Detect mobile device
       Go to a separate site
    Some of the same content
Format to look good on tiny screens
       Use location service
Questions?

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IRBA interactive marketing workshop

  • 1. Joe Smith designer, developer Download this presentation from slideshare.net/artdudejoe/
  • 3. Content For Interactive Evaluate It Shape It Organize It Searchable It Social Media It Email It Mobile It Video It
  • 4. Content is King Why? Sticky Search Search Re-usable Followable Search Search Relatable Search
  • 5. Companies have become their own media outlet
  • 6. Your Current Content Take a web inventory Text content Title Images Butt on Title Forms Met a Title n G raphics scriptio Meta De
  • 7. Weed Out Redundant Out-of-date Trivial Unclear Inaccurate
  • 8. Other Sources of Content News releases Media Mentions Your Locations Key Players Printed Materials Products & Services
  • 10. Effective Content Creation Identify what prospects want Not what you think they need People are thinking about solving problems Not about trees.
  • 11. Ideal Customer First Name Gender Age Neighborhood Family Situation Job & Salary Own a pet Conservative, Moderate or Liberal Car
  • 12. Ideal Customer’s Lifestyle What are their fears? What do they get from you? What are their biggest dreams? What are their nightmares? What proof do you have? Write a letter Write an article.
  • 14. Menu Driven Organization Home About Us Locations News Products “New Red Up Town Widget Regular Arrives” “United Way West Hills Donations Deluxe Delivered” “Summer Hours South Gate Start Saturday” Pro
  • 15. Content Management Systems Uses Organize your content Update content at any time Search engine bait Custom content like images and video
  • 17. Custom CMS Flexible design Complete integration Simpler usability
  • 18. Home Menu as Message Above the ‘fold’ Story after the ‘fold’ Home is not for everything Start with simplest
  • 21. Good Search Starts with good content
  • 22. Searchable Text Page Titles Meta Descriptions alt you images <h1>Headline</h1> Avoid text in images google.com/webfonts Avoid framesets
  • 24. Search Link Seeding Relevant Links Reciprocal Links Social Media
  • 27. Social Media Gather Followers Expert Tips News Specials
  • 28. Social Media Conversation with Customers Conversation Starters Encourage Responses Respond
  • 29. Social Media Outlets facebook Twitter Google+ YouTube LinkedIn Yelp! foursquare
  • 30. Social Media Facebook Make a company page Create local business pages Enter your location Create a “Like Me” page Give reasons why to like Update status weekly Use URLs in posts
  • 31. Social Media Twitter Get an account Brand your page Follow related people and businesses Tweet 4 times a week Use shortened URLs in posts
  • 32. Social Media Google+ Don’t use your personal gmail Create a business gmail account Make a business page Register locations Add people to your circles Post weekly updates
  • 33. Social Media facebook Google+ Yelp! foursquare Add your location to all of these Enter descriptions Upload photos
  • 35. Video Attention grabber Immersive. Don’t do crappy video Use a tripod, please Less than 3 minutes Host videos on YouTube or Vimeo
  • 36. Email Marketing Michelle Kimball
  • 37. Email Marketing Is… delivering professional email communications to an interested audience containing information they find valuable.
  • 38. Email Service Providers automate best practices Provide easy-to-use templates Reinforce brand identity Email addressed to recipient only Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribes Improves email delivery, tracks results and obeys the law
  • 39. Build Your List Where You Connect! Service or Sales Calls Events and Meetings Email Signature Customer & Prospect Database In-store Guest Book Website Signup
  • 40. I want to… Promote Motivate purchases Increase event attendance Inform Inform potential customers Differentiate my business Relate Increase loyalty Encourage more referrals
  • 41. Provide Value to Your Audience Promotional Email Discounts, coupons, offers, incentives. Relational Email Special privileges, acknowledgement Informative Email Advice, research, facts, opinions, tips savings quality knowledge
  • 42. Determine Appropriate Format Newsletters Frequency: Regular i.e. monthly / weekly Lots of educational content (typically non-promotional) Use bullets, summarize information, be concise Promotions / Invitations / Surveys Frequency: Depends on your business and sales cycle Focus on promotion / limited content Use content to invite click-through or other action= Announcements Frequency: Event-driven Press releases, holiday greetings, thank you cards… Use content to build deeper relationships
  • 43. Frequency & Delivery Time How often to send Create a master schedule Include frequency in online sign-up “Monthly Newsletter” Keep content concise and relevant to planned frequency
  • 44. Frequency & Delivery Time When to send When is your audience most likely to read it? Day of week (Tuesday & Wednesday) Time of day (10am to 3pm) Test for timing Divide your list into equal parts Send at different times and compare results
  • 45. Getting Email Opened The “From” line Use a name your audience recognizes Include your organization name or brand Refer to your business in the same way your audience does
  • 46. Mobile Detect mobile device Go to a separate site Some of the same content Format to look good on tiny screens Use location service