Tips, tricks, and strategies to ignite your business, organization, or non-profit's digital marketing. Google is the new yellow pages. Getting found online is more important than ever. Staying connected keeps your customers happy. Finding new customers, fans, and revenue streams are crucial to growing your business.
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2. Today lets talk about…
• Changing Consumer
Habits
• Search
• Mobile
• Video
• Social Media
• Opportunities for Local
Merchants
• New Customer
Acquisition
• Customer Retention
5. Bat Kid Goes Viral!
406,960 Tweets
14% outside the US from 117 countries
Crashed Make A Wish site
21,683 Instagram and Twitter Photos
seen an estimated 120,439,533 times
Total World Wide Reach:
Estimated over ONE BILLION People!
16. We Search & Discover Online –
Shop Local & In-Store
17. 95% of Web Traffic is generate from
Page One Results
18. Google does a great job of
returning relevant search results.
95% 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?
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
28.
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.
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
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.
36.
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 potential
audience.
2. YouTube Videos are an incredible Source of Content
that get 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
54. Over 30% of Consumers Regularly read customer reviews
55. Over 70% Say Positive Reviews make them
Trust a Business More
56.
57. 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
60. " You'd never set up an 800# for your business
with nobody to answer the Phone. The Internet is
that 800# and its 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
61. 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
62. However, the Best Tools for Business
have changed a great deal!
Great Location –
Can new customers
find you online?
Solid Reputation Great Word of Mouth
What are they saying
about you online?
Are You Staying
Connected to your
Best Customers?
Welcoming
Establishment does your Online
Presence Match the
Real World?
Acquiring New Customers –
New digital marketing options create
efficient, affordable ways to best reach your
most likely new customers!
67. 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
68. 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
69. 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
72. :
“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
81. 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!
82. Keeping your data clean and up to date is key.
There are a lot of databases on the web!
83. Get Reviews for
Better Places
Listing Ranking
Customer Referral Cards are Easy &
Inexpensive to Create
84. 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
87. 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)
88. Great Social Content goes well beyond
Promotional Offers
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
89.
90.
91.
92.
93. Customers for Life
Leveraging Customer Connections to Grow Revenue
Today
1 Year
3 Years
200
600
3600
Connections
Connections
Connections
100
1000
3000
Text Club VIP’s
Text Club VIP’s
Text Club VIP’s
75
300
600
Newsletter
Subscribers
Newsletter
Subscribers
Newsletter
Subscribers
94. Staying top of mind!
Social Text Email = Affordable Frequency!
Today
1 Year
3 Years
2400
7200
43200
Posts Month
Posts Month
Posts Month
400
4000
12000
Text Offers
Text Offers
Text Offers
150
1200
Sends
Total Potential
Connections
600
Sends
Sends
8200
54,400
= 2950
95. MARKETING STRATEGIES
Improve SEO, Drive Traffic &
Repeat & Referral Business
Post to Your Google Blog
Used in monthly
e-newsletter
Create FRESH SEO blog posts
that are informational but also
promote your business
Content is then
distributed via
multiple channels
including…..
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)
96.
97. Right About Now…You Might be Thinking….
Wow – that’s a lot of Stuff!
I’m already so busy Running my Business!
99. 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!
100. Mobile Essentials
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.
Custom YouTube
Channel & Video Series
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.
Optimized, Updated
Business Listings
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.
Reputation
Management
24/7 monitoring of social , rating and review sites to alert of
you of positive/negative consumer commentary….protecting
your most valuable asset – Your Reputation!
101. Web 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
Channel & Video Series
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.
Optimized, Updated
Business Listings
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.
Reputation
Management
24/7 monitoring of social , rating and review sites to alert of
you of positive/negative consumer commentary….protecting
your most valuable asset – Your Reputation!
102. Social Mobile Essentials
Multi-Channel Content Management
Content is King, for both pleasing customers and Google. We
create and distribute the News of your Business via:
• Social Media postings 2-3x per week on your schedule.
• Produce and send your e-newsletter to your customer list.
• Manage Text VIP Club – with weekly promo messages
• Provided all in-store signage to alert customers to sign up
Optimized, Updated
Business Listings &
Rep Management
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.
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.
Custom YouTube
Channel & Video Series
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.
103. Web & Social Essentials
Multi-Screen, Quality ,Optimized
& Updated Web Presence
Social Media Management
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 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
Custom YouTube
Channel & Video Series
Optimized, Updated
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.
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.
104. Targeted Marketing Delivers Message to Best Potential Customers
Site & Search Retargeting
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 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
Geo Target best potential customers on
leading content sites that include local,
regional, national publishers, including
YouTube.
Search Engine Marketing
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
Reach best potential customers on leading b2c and
b2b social media sites. Target by user interest,
occupation, geography on web & mobile.
Email Marketing Blasts
Reach best potential customers with email blast targeted
by variety of demographics at the zip code level. B2B
lists available too.
105. Search Retargeting to reach Consumers
who are Actively in the Market to Buy
Consumer performs
a Keyword Search
& is anonymously
“cookied” for their
search term.
1
Auto Insurance
2
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.
106. Retarget the Competition!
Consumer performs
a Keyword Search
& is anonymously
“cookied” for their
search term.
1
Progressive Insurance
2
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.
107. Reach Consumers Near your Store
Mobile Geo Fencing pinpoints customers when they are near
your store and serves them ads relevant to their location
108. Facebook Targeting & Re-Targeting
Target Consumers by variety of demos…or retarget those that have already been to your site
109. 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
110. Seminar Signing Bonus for all attendees
Sign Up Next 30 days: Earn 20,000 Run of Site Banner Ads
Sign up this Week: Earn 60,000 Run of Site Ads!
Great for Promoting
your New Website or
Social Media
Presence
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