An old presentation I did for my digital marketing classes at the now defunct 3rd Ward. I've come a long way!

1. Digital Marketing
Right Now

2. About Me, @isvictorious
Victor Manuel Ramirez has worked as a digital
marketing consultant with various startups and small
businesses in the New York City area for over 5 years.
Since attending Penn State for business
management and administration, he has coordinated
campaigns with brands such as Citadel Broadcasting,
ADIDAS, Vitamin Water, Red Bull, Clear Channel, and
Diageo.
His specialties include SEO, mobile accessibility,
social media strategy, and brand development. In his
free time, Victor studies web development and sings in a
Misfits cover band.

3. Why Digital Marketing?

4. Why Digital Marketing?

5. Marketing
Marketing ≠ Advertising

6. Marketing (re)Defined
Product
Price
Place
Promotion

7. Digital Marketing
Organic Search
Local Listings
Online Ads
Social Networking
Discount & Deal Sites
Review Sites
Email Marketing
Analytics

8. Research
Good artists borrow,
great artists steal
- Picasso

9. Tools & Resources
Pen & Paper
Google Search Suggestions
Google Adwords Keyword Planner
Google Trends
Twitter Search
SEMrush

10. Content Strategy
Describe your vision of
success in 140
characters or less

11. Product / Service
What are you selling &
why would they buy it?

12. Website
Cornerstone of online marketing:
Relevant
Usable
Trust
Authority

13. Website
What are some of the hidden costs associated
with website management?
• Domain registration
• Hosting
• Premium updates (mobile, accessible)
• Developer fees
• Security services
• Storage and backups
• Customer response

14. Why Mobile Matters
62% of large online
advertisers don’t currently
have a page optimized for
mobile - Tim Reis, Google

15. Website Usability

16. Website Usability

17. Website Usability

18. Website Tools
Hosting & Building
• DIY - SquareSpace.com
• Semi-DIY - WordPress Free Setup
• Hired - FreelanceSwitch.com
Enhancements
• 25 Point Usability Checklist (Attached)
• Google Webmaster Tools
• WooRank.com

19. Mobile Website Tools
WordPress
● BraveNewCode.com/wptouch/
● Themeforest.com
● Yoast Local Plugin
Squarespace Mobile
Firefox > Web Developer Tools > Responsive
Design View

20. Good VS Bad
CityMD
vs
Mama Pho

21. Organic Search (SEO)
“Affecting website
visibility in ‘unpaid’ or
natural search”

22. Organic Search (SEO)
Payoff: Improve your website to rank higher in
search results
Commitment: High level of initial effort and
updates as needed
Example: Create a useful, information-rich
site, and writing pages that clearly and
accurately describe the content. Claim &
Optimize off site brand pages.

23. Organic Search (SEO), Value

24. Organic Search (SEO), Panda
Thin Content
Duplicate Pages
High Ad Ratio
Empty Web Pages
Purchased Links

25. Organic Search (SEO), Panda

26. Organic Search (SEO), Panda

27. Organic Search (SEO), Tools+
Google One Page SEO (Attached)
Moz Beginners Guide to SEO

28. Local Listings
“Reach customers in your
region, city or community
with local business listings.”

29. Local Listings
Payoff: Reach customers in your area and
drive local sales
Commitment: One-time setup with weekly to
monthly updates
Example: Claim your Google Places page &
enter accurate up to date information

30. Local Listings

31. Local Listings, Getting Started
1. Immerse yourself in competitors (or
influencers)
2. Complete your profile
3. Create a strong photo gallery
4. Recognize the value of reviews
5. Respond to reviews
6. Track metrics
7. Take advantage of resources

32. Local Listings, Information!
1. Name & Category
2. Detailed Address & Phone Number
3. Link to Website (and Menu)
4. Quality Photos
5. Important Info
6. About Your Business (Keywords, Links!)
(7.) Opentable.com Reservations

33. Local Listings
DIY - GetListed.org
Enterprise - Yext.com

34. Online Ads (Pay Per Click)
Search, Network, Display

35. Online Ads (Pay Per Click)
Payoff: Get your products and services in front
of people looking for them
Commitment: One-time setup, monthly costs,
weekly updates
Example: Create an ad campaign for ‘custom
floral arrangements’ using Google AdWords

36. Online Ads (Pay Per Click), Tips
1. Avoid jargon and talk about your product or
service the way a customer would
2. Think about the customer's needs and
desires and call them out in headlines and
descriptive text
3. Tell potential customers what you want them
to do next with a direct call to action like
"Shop Now!" or "Sign up"

37. Online Ads (Pay Per Click), Tips
Organized structure
The right keywords
Attention grabbing
Strong landing pages
Customer tracking and analytics

38. Online Ads, Brand Protection

39. Online Ads, Brand Protection

40. When Are They Clicking?

41. Online Ads (Pay Per Click), Landing

42. Online Ads, Local Elements
Local Imagery
Location & Hours
Integrated Map with Directions
Proximity to Landmarks (Hotels, etc)
Local Phone and Contact Information
Membership in Any Local Group (BBB, Rotary
Club Logo, Local Charities)

43. Online Ads (Pay Per Click), Tools
Google Adwords Planner
Facebook Ads
Unbounce.com
Optimizely.com

44. Social Networking
“The process of gaining
website traffic or attention
through social media sites.”

45. Social Networking
Payoff: Create a community of customers
Commitment: One-time setup with hourly or
daily updates
Example: Create a page for your business on
Facebook or Twitter

46. Social Networking, Goals
Authority
Awareness
Reach
Engagement
Influence
Monitoring

47. Social Networking, Actions
Customer Service
Seasonal Content
Customer Recognition
Brand Identity
Peak Behind the Curtain
Brand Specific Contests
Promotions

48. Social Networking, Examples
Twitter:
Zappos, Dunkin Donuts, Chipotle
Facebook:
Red Bull, Skittles, Zappos
Tumblr:
Jimmy Fallon, Roberta’s Pizza, Parks & Rec
Vine:
Brandsonvine.com

49. Social Networking, Mistakes
1. Timing doesn’t matter
2. Hiding from customers
3. Shares matter, not traffic
4. People read content during the same peak
times they share it
5. Focusing on all social channels
6. Sharing your content once
7. Slow and steady wins the race

50. Social Networking, Tools+
HootSuite
HootSuite Academy
Sprout Social
Sprout Insights
Editorial Calendar

51. Discount & Deal Sites
Payoff: Drive business to your website or brick-
and-mortar location with incentives and group
discounts
Commitment: Setup on as-needed basis. Low
cost but may impact profits.
Example: Offer 10% off on Tuesdays via
Groupon, LivingSocial

52. Discount & Deal Sites, DIY

53. Review Sites
Payoff: Get customers to rate and recommend
your products and services
Commitment: One-time setup and minimal
updates
Example: Send follow up emails, social updates
customers asking them to review your products

54. Review Sites, 5 Tips
Setup Google Alerts & Listen on Social
1. Consolidate and Delegate
2. Don’t Hide
3. Be Prompt
4. Acknowledge the Happy Customers
5. Ignore the Bad Attitudes

55. Review Sites, Tools+
Google Alerts
Webmaster Tools
HootSuite
Editorial calendar

56. E-mail
77% of consumers prefer to receive permission-based
marketing communications through email
44% of email recipients made at least one purchase last
year based on a promotional email
64% of people say they open an email because of the
subject line

57. E-mail
Payoff: Build a proprietary list that allows you
to market directly to your customers
Commitment: One time setup, monthly or
weekly updates
Example: Offer coupon for holidays or
subscribers' birthdays

58. E-mail, Lists
Give an incentive
Ask on your website
Ask on your networks
Be relevant and helpful (Google Tabs!)

59. E-mail, Campaigns

60. E-mail, Campaigns

61. E-mail, Campaigns

62. E-mail, Campaigns

63. E-mail, Tools+
MailChimp Resources
CopyBlogger.com
Editorial Calendar

64. Q&A

65. Closing
Review me on 3rd Ward's Yelp!
Look for future courses!
Connect with me @isvictorious