This presentation was a brief introduction to digital marketing for small and medium businesses in NC considering exploring international exporting, hosted and sponsored by the US Commercial Service within the Department of Trade.

1. The Borderless Internet:
Your Marketing Gateway to
Customers Home and Abroad
K. Melissa Kennedy
Innovative Marketing Pioneer
Ester Mae Marketing
May 16, 2013

2. In This Presentation
Why Digital Marketing Matters? Both Domestic and
International
Speed Digital Marketing Workshop
Website
Search
Email
Video
Social Media
Mobile
Summary

3. Why Digital Marketing Matters?
Both Domestic and International

4. PURCHASE DECISIONS
START ONLINE
“80% of buyers
research online
to inform
purchase.”
~PWC2012

5. The Borderless Internet: Your Marketing Gateway to Customers Home and Abroad

6. Billions of Customers Waiting
2.4 Billion
Internet Users
Worldwide =
2.4 Billion Prospects

7. 2.2 BILLION email users; 144 BILLION email traffic per day
634 MILLION Websites; 51 MILLION added in 2012 alone
40 BILLION hours of video watched on YouTube per month
Now more than 1 BILLION users on Facebook – 2.7 Billion Likes a Day
1.2 TRILLION Google Searches in 2012
200 MILLION active users on Twitter
1.1 BILLION smartphone users
Global Business Reality

8. Digital Marketing 101

9. Where to start?
Well-defined
Business Goals

10. Website
Search
Email
VideoSocial
Mobile
Digital Marketing Components

11. Your website is the virtual
front door
Top 3 priorities for Website
Create simple, easy navigation
Educate thru content
Call to Action
Open Source, Self Publishing
Tools & Inexpensive Hosting
make it possible
Online Presence: Your Website

12. “Google” is now a verb in
the dictionary
2 Types of Search
Paid
Organic
Top 3 Priorities for Search
Think like a customer/user
Keyword-rich content
Experiment
Online Presence: Search

13. Email is still best e-media
for sales conversion
Top 4 Priorities for Email
Opt In – Permission #1
Subject line matters most
Consistency in frequency
Personalization
Online Presence: Email

14. Video offers a dynamic
virtual introduction
Top 3 considerations for
Video
Shorter the better – 60
seconds sweet spot
More engaging
Higher responses
Online Presence: Video

15. Social Media: Think online
cocktail party
Top 4 Considerations for
Social Media
Engagement –
Conversation
Transparency and
authenticity
Consider your audience
and prioritize
Content is king
Online Presence: Social Media

16. Tablets and smartphones
crushing it
Top 3 considerations for
Mobile
Screen size is smaller
Different options for
interaction
What action do you want
your prospect/customer to
take?
Online Presence: Mobile

17. Marathon Mentality
Small
steps to
success!!

18. Your customers are online
Digital Marketing solves many geographic issues
Start with business goals
Website is your virtual hub
Drive traffic thru other channels
Search, Email, Video, Social, Mobile
Don’t forget it is a conversation
Summary

19. K. Melissa Kennedy
Results-Oriented Marketing Pioneer
@kmelissakennedy
http://estermaemarketing.com
kmk@estermaemarketing.com
www.linkedin.com/in/kmelissakennedy