What Online Marketing Activities Should You Be Prioritizing? Essentially, there are so many different elements to marketing/customer acquisition - paid search, promotions, social, SEO, PR - at what stage of your business should you be prioritizing which type of activity? About the presenter: Stephanie Chang is currently a consultant at Distilled, an online marketing agency. She manages a variety of clients ranging from VC-backed startups to Fortune 500 companies. Before becoming an online marketer, she double majored in Neuroscience and History at UCLA and subsequently, taught middle school science in the Bronx as a part of the NYC Teaching Fellows. Currently, she's a regular contributor on the Moz and Distilled blogs.

1. What Online Marketing
Activities Should You Be
Prioritizing?
STEPHANIE CHANG

2. STEPHANIE CHANG
Head of New York/Consultant, Distilled
stephanie.chang@distilled.net
@stephpchang

3. Prove Your Product
Has a Market

4. Having a great product isn’t enough
http://www.theverge.com/2013/11/5/5039216/everpix-life-and-death-inside-the-
worlds-best-photo-startup

5. Invest into Paid Search Channels
Paid search using Google Adwords or Bing Ads
http://www.rimmkaufman.com/blog/starting-from-scratch-a-paid-search-primer/20112007/

6. Note: It’s important to set up
tracking
Stephanie Chang@stephpchang
Set up Google Analytics on your site – It’s free!

7. Why Paid Search?
Stephanie Chang@stephpchang
This is the most efficient way to determine if there is
a market for your product online

8. Make sure to test your paid search
ad copy
Stephanie Chang@stephpchang
Do certain keywords/headlines/copy lead to customers?
This is the quickest way to measure the performance of your paid
advertisement

9. The most important metric to
measure
Stephanie Chang@stephpchang
Cost-Per-Acquisition / Cost to Gain a Customer
http://www.kaushik.net/avinash/best-web-metrics-kpis-small-medium-large-business/

10. You also have clear marketing
objectives in paid search
Start with your baseline conversion results and aim
for higher quality scores and lower cost-per-clicks.

11. Set clear parameters in your paid
search campaign
Set daily maximum budgets and bids for keywords until you figure
out what keywords perform
Tip: Low budget  Bid on Long-Tail Keywords
http://offers.hubspot.com/marketing-ebook/introductory-guide-to-paid-search

12. Test the Market

13. Once you’ve proven there’s a
market...
Gain an understanding of your target market using
social targeting – demographics, geo location

14. Develop a direct relationship with
your customers with a simple email
marketing strategy
Stephanie Chang@stephpchang
Test what type of content leads to high open
rates and what types lead to conversions.

15. Then compare your product to your
competitors
Stephanie Chang@stephpchang
How are they gaining customers? Who talks about them online?
Factors My
Business
Competitor
1
Competitor
2
Competitor
3
Notes
Products
Price
Quality
Expertise
Location
Reputation

16. Build Momentum

17. Build your community and content
Stephanie Chang@stephpchang
Continue to engage with your existing customer base

18. Build relationships with influencers
from the community
Stephanie Chang@stephpchang
Use tools like Topsy or Followerwonk.
If you’re able to build your own tools, scrape data from Twitter and
visualize the data using TagsExplorer or Fusion Tables

19. Optimize your site for SEO
Stephanie Chang@stephpchang
Free Guide to SEO
http://moz.com/beginners-guide-to-seo

20. Find your target audience on other online
communities/sites, create value, and grab their
attention.
Stephanie Chang@stephpchang
You’ve determined there is a market for your product online. Find
creative/authentic ways to create awareness for your business.
http://www.slideshare.net/mattangriffel/growth-hacking

21. Become friends with journalists and
learn how to create/break news.
Stephanie Chang@stephpchang
These activities will help you create awareness, capture people’s
attention, and keep your company top of mind.

22. Build Customer Loyalty

23. Develop different types of content to
address your customer’s needs
Stephanie Chang@stephpchang
It’s very important to develop a relationship with your
customers. Why not do it with content?
It took this much effort
to gain customers –
keep them!

24. Customers are important brand
advocates
Stephanie Chang@stephpchang
Be deliberate in your marketing about what makes
your company exceptional.

25. Edge Cases

26. Crowd Funding benefits from PR
Stephanie Chang@stephpchang
Example: Kickstarter

27. Niche products
Stephanie Chang@stephpchang
Would benefit from focused marketing efforts

28. B2B Products
Stephanie Chang@stephpchang
Would benefit from focused marketing efforts

29. B2C Niche Products
Stephanie Chang@stephpchang
Target specific channels

30. Thanks.
Any questions?
STEPHANIE CHANG
stephanie.chang@distilled.net
@stephpchang