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How to Attract Customers Using       Digital Marketing              Seth Spears          Chief Strategist/Principal
What I Do
Digital Marketing Consultancy                             •   Digital Marketing Strategy & Consulting      270-495-0014   ...
What is Marketing?“Marketing is delivering a product or service to the right market,     through the right message, using ...
Marketing Has Changed•   Traditional, Outbound, Push Marketing = TV, radio, newspapers, magazines,    direct mail, yellow ...
Marketing Has Changed
The Options:• Outbound Marketing    •   One-way communication    •   Customers are sought out    •   No added value - bori...
Marketing Basics   •   Branding Consistency: online & off-line   •   Know, Like Trust   •   People purchase products, but ...
Throw something at me if I get too technical :)
5 Steps to Digital Domination          1. Content Platform - Your Website          2. Search Engine Optimization (SEO)    ...
Your Website: The Foundation       •   Own your platform: don’t be a digital sharecropper       •   Your website: Design, ...
Your Website: The Platform      •   Content Management System (CMS)          •   WordPress, Joomla, Drupal, Modx, Expressi...
Your Website: The Content     •   Content Marketing = Blogging = Self-publishing           •   Inform, entertain, engage  ...
Search Engine Optimization         •   SEO = Relevance => how your business             appears to Google         •   Goog...
SEO: The Tech•   Onsite SEO (technical)   •   SEO Sandwich    •   Semantic markup          •   Content    •   Title tags  ...
SEO: The Sandwich  •   Content: More is better, but quality is king. Write for      people, not search engines  •   Keywor...
SEO: The Local •   Citations are paramount! •   Claim, create, update, optimize, manage •   Consistent info: Name, Address...
Social Media: The What    •   Not just a marketing channel    •   For customers, it’s social      What Social Media Is:   ...
Social Media: The Why    •   Facebook, Twitter, Linkedin, Google+, Pinterest,        Instagram,YouTube    •   Social media...
Social Media: The How    •   Facebook - Cincy Shirts    •   Twitter - Best Buy    •   Google+ - Starbucks    •   Linkedin ...
Email Marketing: The What      •   Permission based marketing      •   Easier & less expensive to resell existing customer...
Email Marketing: The How      •   Email Service Provider (ESP)            •   Aweber, Mail Chimp, etc. (auto-responder)   ...
Online Advertising: The What         •   Pay-Per-Click, Pay-Per-Impression, Ad Networks,             Remarketing         •...
Online Advertising: The How         •   Google Keyword Tool         •   Set parameters         •   Create landing pages   ...
Mobile Marketing Stats
Mobile Marketing Stats        Mobile is the fastest growing digital                marketing segment!
Tying it all Together: Mobile Marketing             •   Is your website mobile friendly?             •   Google likes mobi...
Conclusion•   Digital Marketing is here to stay•   Mobile is fastest growing segment•   Website is the foundation•   SEO &...
Resourceshttp://SpearsMarketing.com/Resources
Questions?@SpearsMarketing
How to Attract Customers Using Digital Marketing
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How to Attract Customers Using Digital Marketing

How to attract customers using digital marketing presentation to small business owners by Spears Marketing.

Topics include:

-Content Marketing
-Blogging, WordPress, & owning your platform
-Social media marketing
-Search Engine Optimization
-Local search & map options
-Email Marketing
-Online advertising
-Pay per click
-Mobile Marketing
-...and more!

http://SpearsMarketing.com/blog

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How to Attract Customers Using Digital Marketing

  1. 1. How to Attract Customers Using Digital Marketing Seth Spears Chief Strategist/Principal
  2. 2. What I Do
  3. 3. Digital Marketing Consultancy • Digital Marketing Strategy & Consulting 270-495-0014 • WordPress Website Design @SpearsMarketing • Local Search Engine Optimizationhttp://SpearsMarketing.com • Social Media Marketing • Small Business Mobile App Development
  4. 4. What is Marketing?“Marketing is delivering a product or service to the right market, through the right message, using the right medium.”
  5. 5. Marketing Has Changed• Traditional, Outbound, Push Marketing = TV, radio, newspapers, magazines, direct mail, yellow pages, billboards, etc.• New technology & filters + Info overload = Game changer!
  6. 6. Marketing Has Changed
  7. 7. 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
  8. 8. 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
  9. 9. Throw something at me if I get too technical :)
  10. 10. 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)
  11. 11. 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
  12. 12. Your Website: The Platform • Content Management System (CMS) • WordPress, Joomla, Drupal, Modx, Expression Engine • Easy to Update • Scalable • Attractive • Mobile Friendly
  13. 13. 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
  14. 14. Search Engine Optimization • SEO = Relevance => how your business appears to Google • Google/iPhone = New Yellow Pages • Both art & science • Constantly changing • Content, keywords, links
  15. 15. SEO: The Tech• Onsite SEO (technical) • SEO Sandwich • Semantic markup • Content • Title tags • Keywords • h1 tags • Links • Keywords • Social • Anchor text • Citations • Meta description
  16. 16. 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.
  17. 17. 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?
  18. 18. 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
  19. 19. 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
  20. 20. Social Media: The How • Facebook - Cincy Shirts • Twitter - Best Buy • Google+ - Starbucks • Linkedin - Zipcar • Pinterest - Whole Foods • Instagram - Dogfish Head • YouTube - Simply Scuba
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. Online Advertising: The How • Google Keyword Tool • Set parameters • Create landing pages • Test, test, test! • Wash, Rinse, Repeat
  25. 25. Mobile Marketing Stats
  26. 26. Mobile Marketing Stats Mobile is the fastest growing digital marketing segment!
  27. 27. 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
  28. 28. 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
  29. 29. Resourceshttp://SpearsMarketing.com/Resources
  30. 30. Questions?@SpearsMarketing

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