This digital media overview was presented to Entrepreneur's EDGE on November 15, 2012. It covers website design, search engine optimization, paid search, email marketing, mobile and social media.
2. INTRODUCTION
How It Got Started
• It seemed like a good idea…
• Built out the Internal Marketing Dept. 2006 - 2009
• Clients started to inquire
• Great added value service
• Hired great people
• Launched Marketing Services Group in February 2009
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3. AGENDA
• Website Design
• Search Engine Optimization
• Paid Search
• Email Marketing
• Mobile
• Social Media
4. OVERVIEW
Inbound Marketing: The Basics
• Creating content that your clients/prospects will
seek out rather than pushing your message onto
them
• Content that your clients highly value
• Make your firm and your content easy to find
• Can work harder and longer than outbound
marketing
• Less hard costs
• Trackable and detailed ROI
6. WEBSITE GOALS
What Are The Marketing Goals and Objectives Of Your Website?
• Establish a web presence/credibility?
• Promote your brand?
• Act as a resource to your customers?
• Generate leads for your business?
• Sell your product online?
7. WEBSITE GOALS
GOAL: Establish a Web Presence/Credibility
• People are Googling your company
• What do they find when they get to your website?
First impression
Establishing a web presence allows you to control this message
• Can be done at a relatively low cost using a template layout
• Functions as a “cyber-brochure”
8. WEBSITE GOALS
GOAL: Establish a Web Presence/Credibility
• Basic overview information
• No call to actions
• No interaction
• No resource information
• No lead generation or tracking
9. WEBSITE GOALS
GOAL: Promote Your Brand
• First interaction with your brand
A branded website allows you to control the look and feel that your clients
and prospects encounter
• Allows you to differentiate their web experience from your competitors’
• Likely to require custom design and coding
11. WEBSITE GOALS
GOAL: Act as a Resource
• Clients and prospects are looking for answers to their questions online
Can you be the answer?
• Become visible in search engines for questions your clients are asking
• Have visitors return to your site over and over
• Requires a significant time investment to create content
12. WEBSITE GOALS
GOAL: Act as a Resource
• 16% of Google searches are performed for the first time
14. WEBSITE GOALS
GOAL: Generate Leads For Your Business
• Attracting hundreds or thousands of visitors is great, but do you know how
to get in touch with them?
Collect lead details by using offers
• Create relevant content that your visitors find valuable, and they will give
you contact information in exchange.
• Time must be invested to create content that your visitors will value highly.
17. WEBSITE GOALS
GOAL: Sell Your Product Online
• Whether you are selling products direct, or driving customers to
distributors, you want to make it easy to buy your product.
• Popular options include PayPal or Google Checkout
• These third-party services charge a fee per-transaction
20. WEBSITE TRACKING
How Are You Measuring the Success of Your Website?
• Number of visitors?
• Search visibility?
• Quality of visitors?
• Number of leads?
• Number of sales?
21. WEBSITE TRACKING
Google Analytics
• In order to start tracking, you need an
analytics program
• Google Analytics is free and easy to use
• http://www.google.com/analytics/
• Install tracking code and you can be up and
running in minutes
32. LEAD GENERATION
Online Lead Generation Tactics
• Contact form
• Request A Quote
• Ask an Expert
• Mailing list
• “Premium” download
• Webinar/event
35. LEAD GENERATION
Ask an Expert
• Answer direct questions from customers
• Requires technical expertise & monitoring
• Timely response
• Dedicated
• Provides direct interaction with your prospects
and customers
• Positions you as Industry
expert/leader/authority in your market
36. LEAD GENERATION
Mailing List
• Sign up for information
• Typically a e-newsletter
• Need to create and provide information
• Dedication (i.e., quarterly, monthly
weekly, etc.)
39. LEAD GENERATION
Lead Follow-Up
• Someone MUST own this
• Create process and follow it
• Personal contact
E-mail, phone call, add to e-newsletter, invite to
event, etc.
• Add to marketing communications
(i.e., e-newsletter, e-blasts, etc.)
• Keep-in-touch program
43. PAID VS. ORGANIC
Does Anyone Click On Paid?
• Depends on the search
Survey Released in August 2012:
• 1.4 billion searches conducted by 28 million UK citizens in June 2011
• Overall 94% for organic to 6% for paid
• However…
53. LINK BUILDING
Find New Link Partners
• Partners/vendors
• Trade associations
• Community organizations
• Local Chambers of Commerce
• Better Business Bureau
• College/Universities (recruiting)
54. SEO SUMMARY
• Paid vs. Organic
• Keyword Research
• On-Page Optimization
• Links
• Questions?
55. PAID SEARCH
• Keyword Research and Selection
• Budget
• Ad Creation
• Measurement and Management
58. AD CREATION
Ad Creation
• Create Ad Groups for different target audiences/objectives
• Create multiple variations within each Ad Group
• Make sure each ad leads to a landing page
• Test ad variations to see which performs the best
62. PAID SEARCH SUMMARY
Keyword Research and Selection
• Keyword Research
• Budget
• Ad Creation
• Measurement & Management
• Questions?
63. EMAIL
• List Building
• Email Service Providers
• Content
• Measurement
64. LIST BUILDING
Never Purchase An Email List
• Build organically through clients and
contacts
• Develop process for adding new
contacts to the list
• Promote signup in email signature, on
website, social media, etc.
81. BLOG
Content Generation
• Industry News/Opinion
Content Curation Sites (I.E., Scoopit.Com)
• Q&A From Customers
• Company News
• Guest Blogs
• Repurposed Content From Other Platforms
• Etc.