This document outlines 5 digital marketing strategies for 2013 presented by Kent Lewis of Anvil Media, Inc. The strategies are: 1) Media-maximization through the use of video marketing on YouTube, 2) Penguin-proofing websites to improve SEO, 3) Mobilizing marketing efforts to target mobile users, 4) Evangelizing social media use within organizations, and 5) Implementing marketing automation tools to improve campaign management and lead generation. Specific tactics are provided for each strategy, including best practices for video production, optimization, and promotion on YouTube, factors that influence website rankings, integrating marketing across mobile channels, developing social media measurements, and selecting marketing automation software.

1. Adapt or Die:
5 Digital Marketing Strategies for 2013
Speaker
Kent Lewis (@KentLewis)
Anvil Media, Inc.
www.AnvilMediaInc.com

2. Agenda
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Media-maximization
Penguin-proofing
Mobilization
Evangelism
Automation
Q&A

3. About Me

4. Today You Will Learn
How to leverage video to grow your business
The latest website optimization techniques
How to integrate mobile into your marketing
To rethink how you approach social media
How to automate your marketing for optimal ROI

5. 1. Media Maximization: Video
Why Video?
Video Marketing Best Practices
Video Optimization Essentials
Video Promotion Best Practices

6. Video: Why Do I Care?
Ultimate storytelling vehicle
Video has 5x greater recall than the written word
1 HD video = video, audio, images & text
2nd most popular search engine
Consumers use it throughout the sales cycle

7. Video: Popular & Growing

8. Video: Global The Numbers
Video By Usage Stats
54% of global Internet traffic will be video in 2016
Globally, Internet video to TV doubled in 2011
Video-on-demand (VOD) traffic will triple by 2016
108B mobile videos were viewed WW in 2011
That number has surpassed 280B in 2012

9. Video: Sharing Platforms

10. YouTube: Facts & Figures
60 hours of video uploaded every minute
Over 4 billion videos are viewed a day
YouTube Mobile gets 400 million views a day
70% of YouTube traffic comes from outside the US
Localized in 39 countries and across 54 languages
1 trillion views in 2011 (nearly 140 VPP)

11. YouTube: Channel SetupCreation
YouTube Channel
Key Elements
1.
2.
3.
4.
Username/URL
About Me
Playlists
Analytics

12. YouTube: Best Practices
YouTube Best Practices
Go Eco: repurpose existing content
Mobilize content creation & distribution
Leverage annotation to enhance experience
Translate & localize video content
Follow community guidelines
Optimize your default settings to streamline
Manage copyright strikes & ID claims
Embed/syndicate across other social channels

13. YouTube: Advertising Options
YouTube Advertising Options
YouTube Keyword Tool
YouTube Video Targeting Tool
YouTube In-Stream Ads
YouTube Promoted Videos
YouTube TrueView Video Ads

14. YouTube: Measurement
YouTube Analytics
YouTube Metrics
1.
2.
3.
4.
Likes (per View)
Comments (per week)
Shares (per Video)
Subscribers (per week)

15. Video: Marketing Best Practices
Video Production Best Practices
Target duration: 30-120 seconds
Include a CTA in video close
Protect & track via watermarking
Create text transcript for SEO (& ADA)
Create podcast from audio (for iTunes)
Create still images for Pinterest, Flickr, etc.
Set default sharing to “public” or “allow all”
Always comment via Google+ profile

16. Video: Optimization & Promotion
Create a video sitemap (for SEO)
Embed & promote videos across web properties
Include surrounding text for context
Incorporate links/QR codes in print collateral
Promote channel/videos in electronic collateral

17. 2. Penguin-proofing Your Website
2. The Equity of SEO

18. 3C’s of SEO
Content
Code
Credibility

19. SEO: Efficacy by Technique

20. SEO: Efficacy in 3D

21. Search Engine Ranking Factors

22. Future Search Ranking Factors

23. 3. Mobilizing Your Marketing
Personal
Targeted
Scalable
Immediate
Actionable
Portable
Interactive
Measurable

24. Mobile: Device Adoption Growth

25. Mobile: Demographics & Privacy
Mobile Privacy & Security

26. Mobile: Cross-Channel Integration
Mobile Cross-Channel Retail

27. Mobile: Shopping &
Mobile Couponing Couponing

28. Mobile: Assisted
M-Commerce Shopping

29. Mobile: Ad Spend Trends

30. 4. Evangelism: Social Media
Gain industry and constituent insights
Provide affordable customer service
Create or extend brand awareness
Build community & thought leadership
Generate measurable top line revenue

31. Social Media: Tactics & Channels

32. Social Media: Monitor & Measure

33. Social: Manager vs. Evangelist
Manager vs. Evangelist
Tactical vs. strategic
Implement vs. manage
Talk vs. Inspire
Single voice vs. many voices
Monitoring vs. training
Social media vs. leadership experience

34. Social Media: Measurement
Conversions: leads or sales
Engagement: conversations, sharing and sentiment
Metrics: relative vs. absolute (ratios)

35. 5. Marketing Automation
79% of marketing leads never convert into sales
65% of B2B marketers haven’t established lead
nurturing
50% of leads are qualified but not yet ready to
buy
25% of leads are legitimate and should advance
to sales

36. Marketing Automation: Benefits
Develop & analyze marketing campaigns
Understand your prospects & customers
Lead management, scoring and nurturing
Automated campaign management & reporting

37. Marketing Automation: Key Players

38. Move The Needle

39. Move The Needle: Homework
1.
2.
3.
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Create/optimize your YouTube channel
Upload/optimize a video
Syndicate and promote your video
Evaluate views (hotspots), comments, etc.
Move The Needle

40. Key Takeaways
Maximize video use (on YouTube)
Penguin-proof your website
Mobilize your marketing efforts
Evangelize social media within your organization
Automate your marketing via tools

41. Thank You
www.onlinemarketinginstitute.org
www.anvilmediainc.com