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
• WordPress Website Design
@SpearsMarketing • Local Search Engine Optimization
http://SpearsMarketing.com • Social Media Marketing
• Small Business Mobile App Development

What is Marketing?
“Marketing is delivering a product or service to the right market,
through the right message, using the right medium.”

Marketing Has Changed
• Traditional, Outbound, Push Marketing = TV, radio, newspapers, magazines,
direct mail, yellow pages, billboards, etc.
• New technology & filters + Info overload = Game changer!

Marketing Has Changed

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

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

Throw something at me if I get too technical :)

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)

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

Your Website: The Platform
• Content Management System (CMS)
• WordPress, Joomla, Drupal, Modx, Expression
Engine
• Easy to Update
• Scalable
• Attractive
• Mobile Friendly

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

Search Engine Optimization
• SEO = Relevance => how your business
appears to Google
• Google/iPhone = New Yellow Pages
• Both art & science
• Constantly changing
• Content, keywords, links

SEO: The Tech
• Onsite SEO (technical) • SEO Sandwich
• Semantic markup • Content
• Title tags • Keywords
• h1 tags • Links
• Keywords • Social
• Anchor text • Citations
• Meta description

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.

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?

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

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

Social Media: The How
• Facebook - Cincy Shirts
• Twitter - Best Buy
• Google+ - Starbucks
• Linkedin - Zipcar
• Pinterest - Whole Foods
• Instagram - Dogfish Head
• YouTube - Simply Scuba

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

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

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

Online Advertising: The How
• Google Keyword Tool
• Set parameters
• Create landing pages
• Test, test, test!
• Wash, Rinse, Repeat

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 mobile responsive design
• Majority of social media is used on mobile device
• Is your email newsletter mobile friendly?
• Text Marketing & Mobile Apps

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

Resources
http://SpearsMarketing.com/Resources

Questions?
@SpearsMarketing