Companies of all sizes are building awareness, generating leads and strengthening customer relationships by engaging in digital communities and social and business networks. Marketing and selling via Networks complements “traditional” selling, but online marketing strategies and tactics are constantly evolving, so don’t be left behind. Join this session to learn best practices that will help you connect directly with customers and prospects. This industry expert will show you how to go beyond the traditional channels of marketing, communications, and advertising to build on existing relationships and create new ones.

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Harnessing Digital Communities
to Find Buyers Ready to Buy and
Drive Awareness
John Jantsch
Duct Tape Marketing
@ducttape

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The
realities
of marketing
today

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Listen over
say

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Insight over
Information

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Proof over
promise

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Publish over
prospect

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Trust over
all

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Advantages of digital
marketplaces
• Pre-built market
• Shoppers with intent
• Convenience
• Niche markets
• Fulfillment (FBA)
• Credibility

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Disadvantages of digital
marketplaces
• Competitive proximity
• Commoditization
• Loss of brand
• Listing idiosyncrasies
• Order management
• Hard to stand out

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The secret to
success online
Integration!

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Total Online Presence!
• Content platform
• Organic SEO
• Email marketing
• Social media marketing
• Online advertising
• Online marketplaces
• Mobile and location
• Analytics and conversion

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Content platform
• Listening
• Research
• Publishing
• Lead capture
• Landing pages

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Listening
• Customers – Twitter Lists
• Journalists – Google Alerts
• Influencers – Alltop
• Competitors – Twitter Search
• Industry – Quora Feeds
• Blogs – Google Reader

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Listening plan
• Google Alerts (Mention/talkwalker)
• Brand
• Name
• Products
• Competitors
• Twitter (HootSuite)
• Social CRM (Nimble)

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Content Delivery Platform
• WordPress Blog
• Podcast
• Newsletter/eBooks
• Guest posts
• Webinars
• Scoop.it
• Offline

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Content outsource
• Hubshout
• BlogMutt
• Zerys
• InboundWriter
• WriterAccess
• WriterLine
• WaterMyBlog

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Content creation toolbox
• WordPress - blogging
• Visual.ly/Piktochart – infographics
• Screenflow/Camtasia – screencasts
• GoToWebinar/MeetingBurner – webinars
• Skype/Call Recorder – interviews
• GarageBand/Audacity – audio editing
• Wufoo/SurveyMonkey – custom surveys
• Rev.com – transcription
• Slideshare – Slide decks

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Lead capture
• eBook, tip sheet, how to
• Filetype: pdf
• ESPs form tool
• Pop up – Pippity
• Feature - WPTheme

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Lead capture action plan
• Useful, valuable, easy
• Address privacy
• Show samples, sell it
• Use advertising FB/Solo swap
• Feature box/smart pop up
• Cobranded content
• Thank you page trade

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Landing pages anatomy
• Headline
• Image/video
• Bullet benefits
• Capture
• Call to action
• Trust

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Organic SEO
• Keywords
• On page factors
• Backlinks
• Longtail for products

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SEO in 3 steps
1. Research
2. Optimize
3. Connect

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Research – an action plan
• Foundational Content 12
• Google Keyword Tool (AdWords)
• Volume and competition prune
• Conduct searches – note top10
<title> </title>
• Website content feature

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Optimize - On page factors
• Title
• URL
• H1
• Description
• Images
• Sitemap
• Speed

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Connect - links and social
• Great content
• Network
• Share OPC
• Guest content
• Comment
• Social profiles
• Press releases

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Competitive listening
• Compete
• Seomoz Toolbar
• KeywordSpy
• SEO Book
• SearchStatus
• SpyFu

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Email marketing
• ESP
• List building
• Nurturing
• Campaigns

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ESP tools
• Form builders
• Autoresponders
• Segmented lists
• Click based actions
• Templates
• Events
• Social integration

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List building tips
• Useful, valuable, easy
• Address privacy
• Show samples, sell it
• Use advertising FB/Solo swap
• Feature box/smart pop up
• Cobranded content
• Thank you page trade

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Social media marketing tips to
drive online sales
• Think entertainment
• Be sharable
• Reward loyalty
• Talk back
• Build wish lists
• Test every new social ad unit

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Social networks
• LinkedIn
• Google+
• Twitter
• Facebook

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Facebook best practices
• Build fan page
• Promote with “Like” button
• Focus on the Wall with content
• Add “Like” plugin to your site
• Buy ads, sponsored posts and offers to
promote content

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Visual networks
• Pinterest
• The Fancy
• Slideshare
• Instagram

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PPC Basics
• Testing conversion for pennies
• Ads, keywords, landing pages = quality
• Keyword bidding – 7500
• Geography
• Multiple ads
• Budget

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AdWords tips
• Beware of broad matching
• Use the Content Network wisely
• Use narrow ad groups
• Define Your “Negative” Keywords
• Test “Remarketing”

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Keyword matching explained
• Our phrase is Tennis shoes
• [Exact] – tennis shoes/red tennis shoes
• “Phrase” - red leather tennis
shoes/shoes for tennis
• Broad - red tennis shoes, red leather
tennis shoes, shoes for tennis
• -Negative – {free} tennis shoes
• Relevance to traffic

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Keyword path matching
• [Exact first]
• Add on negative
• Winners to “phrase” or broad match
• Own one or two

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Digital marketplaces
• Amazon
• Buy.com
• Ariba Discovery
• Newegg
• BestBuy
• Alibaba
• eBay

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Best practices
• Start slow and build
• Gold seller status
• Need for speed
• Provide tracking (Holidays!)
• Complete the fields
• Reprice to a point (3-4 sellers)

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Cardinal sins
• Don’t ship when promised
• Don’t respond to questions
• Poor or inaccurate descriptions
• Fail to invest in automation
• Ignore TOS

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Tips for standing out
• Search terms are gold
• Image variety and specs
• Bullet points win
• Learn listing tricks of each
marketplace - Amazon vs. eBay

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Mobile friendly web
• WPTouchPro
• Responsive Theme
• goMobi
• Emulator
howtogomo.com
• Click to chat

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Mobile ads
• Call to action
• Google Mobile ads
• Facebook Mobile ads
• Yelp Mobile ads
• Mobile messaging
CallFire, Trumpia
• Short codes

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Analytics and conversion
• Basic analytics
• Conversion funnels
• A/B testing
• Engagement tools
• Conversion tools

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Conversion funnels
• Create goals - Admin
• Build funnel
• Optimize landing pages
• Integrate A/B testing
• Experiments
• Measure and fix

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Webstore conversion tips
• Define customer segments and
product categories
• Clean, clear, obvious
• Prominent site search
• Lead capture throughout
• Spell out shipping

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Conversion tools
• Avinash Kaushik (kaushik.net)
• fivesecondtest.com
• ClickTale
• 4Q survey tool
• UserTesting.com

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