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
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!
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 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