Digital Marketing Seminar at 10TV

1. Grow Your Business!
Welcome to the Seminar
August 2014

2. Today lets talk about…
• Changing Consumer
Habits
• Search
• Mobile
• Video
• Social Media
• Opportunities for Local
Merchants
• New Customer
Acquisition
• Customer Retention

3. The Power of Digital Media &
The ALS Ice Bucket Challenge
• 28 Million Have Posted
Commented, Linked
• 2.4 Million Videos Uploaded
• 739,000 New Donors
• 8.6 Million Biggest Day (last
year raised 8.6 TOTAL)
• $41,000,000 Raised So Far
Bill Gates Takes the Challenge
“This is going to allow us to think outside the box….”

4. Making Community Connections

5. http://www.alsa.org/

6. Consumer Trends

8. We Live in a Multi-Screen World
Smartphone + Tablet = More time than Desktop!

11. Some of the Marketing tools
we used to employ are
no longer effective

12. Google is the New Yellow Pages

13. Google Remains Dominant
with 75% + Market Share

14. Just Googling it

15. 85% Research Online and
Only 6% go past page one!

17. 94% of Web Traffic is generated from
Page One Results
Visits by Search Engine Results Page across the “Big Three” Search Engines

18. Google does a great job of
returning relevant search results.
94% of consumers never go past
the first page of their search
result. Every business needs to
know:
1. What Page are we on for
our Best Keywords?
2. Where is our Competition?

20. The Power of Mobile & Email
Visit: http://youtu.be/xR1ckgXN8G0

26. More Local Searching is now done
via Mobile than Desktop!

27. Mobile Traffic to
Major Retailers
• Amazon sites – 43 million
• eBay – 22 million
• Walmart – 19 million
• Apple.com sites – 11 million
• Target – 14 million
• Best Buy sites – 10 million
• Ticketmaster – 9 million
• The Home Depot – 7 million
• Etsy.com – 6 million
• Lowe’s – 6 million

29. Mobile Driving Increased # of Valuable Leads
“The number of calls to U.S.-based
businesses will increase by 107% in the next
17 months.” – BIA Kelsey
• Mobile is about to unleash a massive increase in call-based
advertising…which will be so vast that many established
companies will scramble
• 61% of Local Merchants rate inbound telephone calls as
excellent leads.
• Call conversion from a local search on a desktop local is
7%, once the landing page is viewed, compared with 57%
from a mobile device
• U.S. Businesses will receive 70 billion calls from mobile
devices by 2016. Today the number is 20 billion. By the end
of 2013 81% of all the calls businesses receive will
originate from mobile phones.

31. Estimated that 85% of Local Biz Don’t
Have Mobile Optimized Websites

32. Everyone Loves a Good Mobile Device!
American pets have
bitten, chewed, licked,
drooled upon (or
worse) more than 8
million devices this
past year. -SquareTrade

33. Welcome to the Video Revolution

35. Mobile views on YouTube are now more than 1 billion views each day.
Since 2010, mobile device traffic to YouTube has more than tripled.

37. What this means
for Local Merchants
1. It’s now very affordable to “Broadcast” your
Infomercial or How to Video to a very large audience.
2. YouTube Videos are an incredible Source of Content
that are indexed well on sites like Google (did we
mention that Google owns YouTube?)
3. Video is an incredible Source of Quality Content for
Social Media and Your Website – a great way to
communicate with current and future customers

41. Social Media Adoption by Age Group
89% 72%
60% 43%

42. Gender Balance across Social Media Platforms

43. Viral Power of
Social Media
Average # of Facebook Friends in their
Network by Generation

44. Now over 300 Million Members

45. Why Social Media for Business?

48. and they’re sharing those
opinions everywhere

51. Over 30% of Consumers Regularly read customer reviews

52. Over 70% Say Positive Reviews make them
Trust a Business More

54. Clearly, The Consumer
is now in Charge!
They have fundamentally changed the Rules of
Marketing and the way Merchants need to approach
Connecting with them to earn their business.
Our friends at Google call this....
The Zero Moment
of Truth

55. The Traditional Model

56. MERCHANT

57. " You'd never set up an 800# for your business
with nobody to answer the Phone. The Internet is
that 800# and it has been set up for you even
though you didn't ask for it! People are "calling"
you with their web searches everyday. If People
search for your product or services and you don't
"answer" that search...who do you think will?"
- Jim Lecisnki, Managing Director Google

58. Many Best Practices for Business
in 2014 Remain the Same…
Great Location – Make Sure you are Easy to Find
You Make Customers feel welcome and you are
easy to do business with
You have a Solid Reputation & Great Word of
Mouth from happy customers
You Stay in touch and Reward Existing Customers
to drive more repeat business
Constantly Looking for New Customers

59. However, the Best Tools for Business
have changed a great deal!
Great Location –
Can new customers
find you online?
Welcoming
Establishment -
does your Online
Presence Match the
Real World?
Solid Reputation -
Great Word of Mouth
What are they saying
about you online?
Are You Staying
Connected to your
Best Customers?
Acquiring New Customers –
New digital marketing options create
efficient, affordable ways to best reach your
most likely new customers!

60. Grow Your Business!
Digital Strategies to Grow Your Business

61. 2014 Digital Strategies for Merchants
• Quality Multi-Screen Web Presence
• Optimized Online Directories
• Tell Your Story – Fresh Content Wins
• Reputation Matters
• Leverage Digital Targeting Capabilities

62. Who are we really trying to please?

63. Fresh Quality Multi-Screen Web Presence
• Your Site reflects the quality of
your business and looks as good
or better than your competitors
• You update your site is regularly
with:
• latest promotions/specials
• Fresh Blog Posts
• Latest Product/Service
updates
• Social Media Posts
• Easily allows customers to
browse or buy your Products and
Services

64. Put Your Website to Work!
More than just an online brochure
• In Bound Phone Calls
• In Bound Emails
• Online Purchases
• Appointments
• Email Newsletter Sign Up
• Loyalty Clubs
• Grow Social Media Fans
• 24/7 Customer Service
• Key Recruiter

65. Make Sure Your Site Looks Good on All Screens
Even if you are happy with the look of site on Desktop or Laptop….make sure
you are optimized for the Mobile Consumer

66. Smart Phone Friendly Mobile Sites that Match
Look and Feel of Main Website

67. Congratulations! The Number One Website in the World
wants to give everyone in this room a
FREE listing and profile page

68. :
“Google Plus is Google itself. We’re
extending it across all that we do — search,
ads, Chrome, Android, Maps, YouTube — so
that each of those services contributes to
our understanding of who you are.”
Bradley Horowitz, Google Plus’s vice president of product

72. Google Plus Page

76. Beyond the Big Three – Claim and Verify your Listings
Make sure your data is 100% correct on top search engines, social media and directory
sites…so consumers can connect with you from their desktop or on the go via their Smart
Phone or Tablet! Correct listing data is also important for improving your site SEO!

77. Get Reviews for
Better Places
Listing Ranking
Customer Referral Cards are Easy &
Inexpensive to Create

78. How to Get More Positive
Ratings & Reviews
• Just Ask. Remember
“Tell Your Friends”
• Referral cards
• Website, Email
• On Invoices
• Loyal Customers
• Friends and Families
• Business Network

79. Online Videos are a
Great Way to get
High Page Ranking

80. Social Media Drives More Repeat & Referral Business
Free or Nearly Things You Can Do!
• Most Important: Commit to the Content!
– Consistent, varied two way communication via multiple
channels. If you don’t have time, find someone who
does.
• Improve/Create Your Social Presence – Facebook,
Twitter & Google+, LinkedIn – they all are free!
• Use offline promotion to drive online fans
• Create Online Contests to grow your fan base
• Add Social links to all web promotions (site, email,
video, PR etc)

81. Great Social Content is Critical for
Increasing Engagement and Reach
Rule of Threes
1. Valuable Tips & Ideas
– Position yourself as expert
– Connect to complimentary businesses
– Success Stories
2. Establish Community
– Recognize customers
– Recognize employees
– Recognize Community Events & Your Charitable Efforts
3. Promotions and Special Offers
– Loyalty Club Offers
– Sync Offline with online

83. Facebook new rules limit the reach of your posts to your Fan Base.
The Solution? Better Content. Boosted and Promoted Posts.

87. Tell Everyone You Are Social!
Post signs in your Business, Put Social Media logos in your Print Ads,
On Your Trucks, Website, Email Signature – let people know!

89. 5 Reasons to Blog
1. Improve search engine rankings – The more
content you produce, the more likely you will be
found by your prospects when they are
researching your industry online.
2. Best sales tool – A blog works for you 24/7/365,
never calls in sick or takes a vacation. It also never
flirts with the lady in accounting.
3. Share you expertise – A blog is an excellent
platform to showcase your knowledge and
expertise. The ultimate positioning tool.
4. Answer questions – A blog is an excellent place to
answer any/all questions you’re received in the
past from customers and/or prospects.
5. Increase revenue – The more content you produce
and promote, the more website visitors you’ll
attract. The more visitors results in more leads and
the more leads typically equals more revenue.

90. The Benefits of Email Marketing
Put those Emails to Work!
• 92% of Fortune 500 Companies use
Email for Sharing Product News
• 41% of Adults have made a purchase as
result of Email Offer
• 48% read on Mobile Devices
• Make sure Social Friendly too
• Best Days to Send: Tues – Thurs
• Best Times: 6 – 8 am; 4 – 6 pm or 10 pm
• Frequency: 1 – 4X per month

92. Customers for Life
Leveraging Customer Connections to Grow Revenue
Today 1 Year 3 Years
200
Connections
600
Connections
3600
Connections
100
Text Club VIP’s
75
Newsletter
Subscribers
1000
Text Club VIP’s
3000
Text Club VIP’s
300
Newsletter
Subscribers
600
Newsletter
Subscribers

93. Staying top of mind!
Social Text Email = Affordable Frequency!
Today 1 Year 3 Years
2400
7200
Posts Month
Posts Month
43200
Posts Month
400
Text Offers
150
Sends
4000
Text Offers
12000
Text Offers
600
Sends
1200
Sends
Total Potential
Connections = 2950 8200 54,400

94. Create FRESH SEO blog posts
that are informational but also
promote your business
Post to Your Google Blog
Content used for Social Posts, linking to site,
also used in weekly Text Marketing
Use as copy points to create search
optimized video
(FYI: Google owns YouTube)
MARKETING STRATEGIES
Improve SEO, Drive Traffic &
Repeat & Referral Business
Used in monthly
e-newsletter
Content is then
distributed via
multiple channels
including…..

95. Targeting New Customers with a Multi-Media Buy
Your Newspaper + Digital Reaches Consumers Actively in the Market!
1 2
Consumer performs a
Keyword research & is
anonymously “cookied”
for their search term.
Best Local Dentist
A Consumer with a Need:
“I need to find a
New Dentist!”
4
3
Consumer see ad in newspaper, calls for
appointment, visits website or decides
to research online further ….
5
Retargeting reaches consumers on the
web as they visit their favorite sites,
reinforcing your newspaper ad, linking
them to your website
No matter their path to your door, a Full
Spectrum Multi-Media campaign is a great
way to connect with new clients
Weekly Newspaper Ad

96. Today’s Top 10 Take-Aways…
1. You can and should claim your Business Listings and
optimize Your Page with consistent name, address phone,
all business categories, add photos, videos
2. Websites – Keep them Fresh with Blog Posts, New
Product/Service info
3. Are You ready for the Smart Phone Consumer? How
does your site look on small screen? 90% act within 24
hrs!
4. Reviews are Key Ranking Factors…don’t be afraid to ask
your happy customers to tell their friends on Facebook,
Google and Yelp
5. Video is huge for engagement on web and social and
another key ranking opportunity. Educate and show case
the personality of your business!

97. Today’s Top 10 Take-Aways…
6. Social Media Secret: You’ve Got to Commit to the
Content! Make an appointment with yourself to post 3 or
4 times a week! Boost/Promote key posts to increase
reach
7. Social is all about Engagement – Remember Rule of
Threes: Expert Advice, Community Connections and
Promotions
8. Social – Email – Text – Great for Staying Connected to
Loyal Customers, driving referral business…all about Shop
Local!
9. B2B ? Make sure you have a LinkedIn Business Page and
post regularly
10. Print is Great. Digital is Great. Together they are Magic!
Use them as part of your integrated marketing plan

98. Right About Now…You Might be Thinking….
Wow – that’s a lot of Stuff!
I’m already so busy Running my Business!

99. Digital Solutions to Grow
Your Business

100. Essential Digital Media Strategies
For Acquiring and Retaining Customers
1. GET FOUND: Make sure your business is
visible to Consumers Actively Searching Online
for your Products & Services
2. FIND NEW: Leverage Precise Targeting
Capabilities to reach Consumers Most Likely to
be interested in your Products & Services
3. STAY CONNECTED: Leverage Social Media
Email & Text Marketing Best Practices to Drive
More Repeat and Referral Business from
existing clients
Social is Digital
Word of Mouth!

101. Mobile Essentials
Custom YouTube
Channel & Video Series
Optimized, Updated
Business Listings
Reputation
Management
We’ll create a custom YouTube Channel and series of Videos
that promote your company and products. Each quarter we’ll
produce a new video using professional voice talent, scripting,
music and high quality images. Videos are optimized for
search, distributed on your YouTube channel as well as
business listings.
We optimized and update the top 50 Search, Directory and Social
sites plus local Marketplace to ensure your latest promotions are
featured, creating a profile page, adding photos, video and more.
Great for Search Authority, as leading sites are quality source of
back links plus FRESH improves your rankings and are important
signal to Google.
Smart Phone Friendly Website
For Merchants who love the design of their existing website,
but wish it were optimized for Mobile, this is a perfect option.
Your new Smart Phone friendly site will match the look and
feel of your existing site, with one click to call, click to map and
feature products, services, specials and social media links.
We safeguard your most valuable asset – Your Reputation!
We monitor Ratings & Review sites 24/7 and alert you on both
positive and occasional negative comment with best practices
on how to respond. We also provide tips for how to gain
more positive rating and reviews from your happiest
customers.

102. Custom YouTube
Channel & Video Series
Web Essentials
Optimized, Updated
Business Listings
Reputation
Management
We’ll create a custom YouTube Channel and series of Videos
that promote your company and products. Each quarter we’ll
produce a new video using professional voice talent, scripting,
music and high quality images. Videos are optimized for
search, distributed on your YouTube channel as well as
business listings.
We optimized and update the top 50 Search, Directory and Social
sites local Marketplace to ensure your latest promotions are
featured, creating a profile page, adding photos, video and more.
Great for Search Authority, as leading sites are quality source of
back links plus FRESH improves your rankings and are important
signal to Google.
We’ll create a modern frequently updated website that looks
good on any screen and serves to drive leads for you business.
Site will promote products, services, latest specials and
features Blog, Photo Galleries, Video, Social Media, Email sign
up and lead capture.
We’ll create a custom YouTube Channel and series of Videos
that promote your company and products. Each quarter we’ll
produce a new video using professional voice talent, scripting,
music and high quality images. Videos are optimized for
search, distributed on your YouTube channel as well as
business listings.
Multi-Screen, Quality ,Optimized
& Updated Web Presence

106. Text Marketing:
Create a Text VIP Club
Content Management
Social Media, Email, Text, Blogs, Press Releases
Did you know that your average consumer will check their
Mobile phone for text messages within 3 minutes of receiving?
That’s why text marketing is effective for your getting your
message in front of your best customers. We create and send
your promotional message 4x per month to your opt-in list of
Text Club Subscribers. Program includes up to 800 messages
per month + in store signage to help grow your list.
Email Newsletters
Turn key email newsletter program includes:
• Create custom e-newsletter template that can be update each
month
• Update newsletter graphics, photos and content each month
• Manage your list and conduct the monthly sends
Social Media is Digital Word of Mouth…on Steroids! Our turn key
management program includes:
• Optimize your Social Media Business Pages on up to 5 channels
• Write/Post to 3-4x week to your channels on your schedule.
• Manage monthly Facebook Contests
• Includes in store signage to alert your customer to be your Fan
on Social Media
Professional copywriters create your message to appeal to both
consumers and search engines and distribute your message via
multiple channels. Target Press Releases by geography and
interest group. Great for SEO and improving your page ranking
on major search engines like Google.
Social Media Management
Blogging & Press Release
Distribution

107. Web & Social Essentials
Multi-Screen, Quality ,Optimized
& Updated Web Presence
We’ll create a modern frequently updated website that looks
good on any screen and serves to drive leads for you business.
Site will promote products, services, latest specials and
features Blog, Photo Galleries, Video, Social Media, Email sign
up and lead capture.
Custom YouTube
Optimized, Updated
Channel & Video Series
Business Listings &
Rep Management We’ll create a custom YouTube Channel and series of Videos
that promote your company and products. Each quarter we’ll
produce a new video using professional voice talent, scripting,
music and high quality images. Videos are optimized for
search, distributed on your YouTube channel as well as
business listings.
Social Media Management
We will manage your Facebook, Twitter and Google+ presence
for you:
• Social Media postings 2-3x per week on your schedule.
• Communicate with client monthly, then manage postings
for next 30 days based on needs/news of the business.
• Includes monthly Facebook approved contest, which also
helps to grow email database
We optimized and update the top 50 Search, Directory and Social
sites to ensure your latest promotions are featured, creating a
profile page, adding photos, video and more. Great for Search
Authority, as leading sites are quality source of back links plus
FRESH improves your rankings and are important signal to Google.
3/31/2014

109. Targeted Marketing Delivers Message to Best Potential Customers
Site & Search Retargeting Search Engine Marketing
Target former visitors to your site and also by most
recently searched keywords on sites like Google.
Conquest retargeting serves your ads to consumers
who were searching for your competitors.
Geo Targeted Mobile
Target top 3 positions on Google, Yahoo and Bing for
best keywords. We establish an estimated # of
impressions, clicks and your budget - you only pay
when someone clicks;
Social Media Targeting
Facebook Marketing – reach local consumers with
boosted posts, and variety of targeting options by user
interest, as well as retargeting based on prior searches.
Target consumers based on their
proximity to their store. Mobile ad
expands to full screen mobile splash
page with multiple track-able calls to
action
Geo Targeted Video Email Marketing Blasts
Reach best potential customers with email blast targeted
by variety of demographics at the zip code level. B2B
lists available too.
Geo Target best potential customers on
leading content sites that include local,
regional, national publishers, including
YouTube.

110. 1
Consumer performs
a Keyword Search
& is anonymously
“cookied” for their
search term.
2
Search Retargeting to reach Consumers
who are Actively in the Market to Buy
Consumer later visits
their favorite sites on
the Web and is served
your ad based on their
past search history of
key words, brand
names and the names
of our competition
Search Retargeting Increases Efficiency
Your Online Display targets potential customers
who have been actively searching for your
products and services. Ads are served based
on Brand Names Searched and also
Competitors Searched. Ads are Geo Targeted
to reach local consumers.
Auto Insurance

111. 1
Consumer performs
a Keyword Search
& is anonymously
“cookied” for their
search term.
2
Retarget the Competition!
Consumer later visits
their favorite sites on
the Web and is served
your ad based on their
past search history of
key words, brand
names and the names
of our competition
Search Retargeting Increases Efficiency
Your Online Display targets potential customers
who have been actively searching for your
products and services. Ads are served based
on Brand Names Searched and also
Competitors Searched. Ads are Geo Targeted
to reach local consumers.
Progressive Insurance

112. Facebook Retargeting
Reach Consumers Actively in the Market for
Your Products & Services
Search Retargeting Increases
Efficiency
Your Facebook Ad targets potential
customers who have been actively
searching for your products and
services on sites like Google.
Ads are served based on your Best
Keywords, Brand Names and
Competitive terms.
Ads are Geo Targeted to reach
local consumers.
Your Ad can include:
Image or Video
Product/Service Description
Link to Website or your Facebook Page
1 Consumer performs a
Keyword Search and is
anonymously
“cookied” for their
Health Club search term.

113. Reach Consumers Near your Store
Mobile Geo Fencing pinpoints customers when they are near
your store and serves them ads relevant to their location

114. Facebook Targeting & Re-Targeting
Target Consumers by variety of demos…or retarget those that have already been to your site

115. Email Marketing Solutions
Geo Targeted Email Marketing: Geo target your message
to reach local consumers via our huge opt in database of
email addresses. Target by Metro, City or Zip Code level to
reach customers in your key trading areas.
Demo Targeting: Reach Local Consumers by wide variety of
Demographic selections, including:
• Gender
• HH Income
• Veterans
• Political Affiliation
• Presence of Pets
• Presence of Children
• Occupation
• Own Home/Rent
• Marital Status
• Religion

116. 1
Consumer performs
a Keyword Search
& is anonymously
“cookied” for their
search term.
2
Seminar Incentive: Sign up for
a Connext Digital program
within 14 days and receive
50,000 Retargeting Impressions
– a $500 value…perfect for
promoting your new site or
social media presence!
Beach Weddings
Consumer later visits
their favorite sites on
the Web and is served
your ad based on their
past search history of
key words, brand
names and the names
of our competition

117. Seminar Incentive:
Sign Up Today and save 15%
on All Design and Set Up Fees
for Website & Mobile Sites,
Social Media and more!

118. Questions?
Contact your Account Représentative
or call
Vanessa Warner
614-314-5968
Vmicic@dispatch.com