The document discusses the three pillars of digital marketing: website architecture, keyword optimization, and site value, emphasizing their impact on usability, search rankings, and customer trust. It also highlights the importance of extraordinary content to capture attention in a busy online environment, alongside strategies for engagement-focused social media and effective messaging. Finally, it advocates for a solutions-oriented approach to marketing that addresses customer needs and builds long-term loyalty.

2. xxxxx @StoneyD
PolePositionMarketing.com
• @StoneyD
linkedin.com/in/stoneygd
Web Presence
Optimization
Stoney deGeyter
THIS IS ME
WebMarketingChecklist.com

3. xxxxx @StoneyD
Three Pillars of Digital
Marketing

4. 1. Website architecture / usability
The search engine friendly foundation your site
is built on.
Impacts:
• usability issues
• ability of visitors to find content
• ability of search engines to find and
assign value to your content

5. 2. Keyword / topical optimization
Gets your site
search engine
optimized.
Impacts:
• Search rankings
• Search to page click-thrus
• First impressions
• Intent delivery

6. 3. Site value / authority
Impacts:
• Search rankings
• Perceptions
• Word of mouth
• Customer retention
Builds trust.

7. xxxxx @StoneyD
The Challenges of
Digital Marketing

8. The web is a busy place

9. Web users are highly distractible
Squirrel

10. Everyone is fighting for attention

11. You need more than ordinary

12. You must be extraordinary

13. xxxxx @StoneyD
Click-Focused
Navigation

14. Put your solutions on display

15. Then your company

16. Draw the click to create engagement

17. xxxxx @StoneyD
Solutions-Oriented
Products & Services

18. Don’t try to be all things to all people
But Pontiac wanted a bigger audience…
Where is Pontiac today?

19. Find a problem and solve it

20. Find a void and fill it

21.  1/3 Regular
 1/3 Spicy
 1/3 Chunky
Find a want and deliver it
vs
What do people want?

22. xxxxx @StoneyD
Purpose-Driven
Messaging

23. Everything must have a reason

24. Organized for understanding

25. Present content professionally

26. Educate your readers

27. Demonstrate thought leadership

28. Compel readers to take action

29. xxxxx @StoneyD
Engagement-Focused
Social Media

30. Create an editorial calendar
Topics
Audience
interest
Keyword
search
volume

31. Generate content ideas
•Talk to customer service sales
•Forums and Question sites like Quora
•Questions asked on competitor sites
•Questions posed online
Answer Customer
Questions
•AEC Magazine
Read Industry
Publications
•Brochures
•FAQs
•Presentations
•Sales content
Repurpose
Existing Content

32. Produce cornerstone content
High Value
Content
Content to
rank for
Inform &
Educate
Evergreen
Easy to find,
easy to share
Attract links

33. Build connection content
 Create content for the
smaller, more
impassioned groups
 Build a sense of
energy and
community around
shared interests or
issues
 Make it entertaining
and useful
 Has the potential to
spark disagreement

34. Write customer content
Content intended to
convince ideal
customers that they
should do business with
you.
Expertise
Thought
Leadership

35. Publish varied content
How-to’s
Human interest
stories
Lists Infographics
Newsjacking Reviews Guest posts
Seasonal
concepts
Videos
Reimagined
content
Interviews
Creative
product uses
Partner/Vendor
highlights
Case studies Series Contrarian
Photos Core values Podcasts
User-
generated
content

36. Invest in email marketing
Consistent posting on topics relevant
to your target audiences.

37. Choose your social networks

38. Ask (and answer) questions
Who?
What?
How?
When?
Where?

39. Build an effective social strategy
Social media marketing goals
Target customers to reach
Where to reach them
Best engagement approach
How to measure success

40. Stay engaged
Develop content
Sharing content
Monitor brand profiles
Engage in conversations

41. xxxxx @StoneyD
Why Extraordinary
Wins Every Time

42. Gives Google what it’s looking for

43. Earns top search engine rankings

44. Brings in targeted traffic

45. Improves conversion rates

46. Establishes customer loyalty

47. xxxxx @StoneyD
PolePositionMarketing.com
Thank
You!
Download this presentation at: ppmkg.com/StoneyDslides