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.

1. EDGE
Digital Media Overview
November 15, 2012

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
11/14/2012 2

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

5. WEBSITE
• Setting Website Goals and Objectives
• Website Tracking
• Generating Leads

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

10. WEBSITE GOALS
GOAL: Promote Your Brand

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

13. WEBSITE GOALS
GOAL: Act as a Resource

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.

15. WEBSITE GOALS
GOAL: Generate Leads For Your Business

16. WEBSITE GOALS
GOAL: Generate Leads For Your Business

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

18. WEBSITE GOALS
GOAL: Sell Your Product Online

19. WEBSITE GOALS
GOAL: Sell Your Product Online

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

22. WEBSITE TRACKING
Google Analytics Overview

23. WEBSITE TRACKING
Google Analytics Overview

24. WEBSITE TRACKING
Location

25. WEBSITE TRACKING
Browser & Operating Systems

26. WEBSITE TRACKING
Devices

27. WEBSITE TRACKING
Organic Search

28. WEBSITE TRACKING
Social Sources

29. WEBSITE TRACKING
Site Content

30. WEBSITE TRACKING
In-Page Analytics

31. WEBSITE TRACKING
Goals Overview

32. LEAD GENERATION
Online Lead Generation Tactics
• Contact form
• Request A Quote
• Ask an Expert
• Mailing list
• “Premium” download
• Webinar/event

33. LEAD GENERATION
Contact Form
• Base model
• Requires almost no effort from site
owner
• Low lead generation

34. LEAD GENERATION
Request a Quote
• Gather data sales team needs
to qualify prospect

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.)

37. LEAD GENERATION
Premium Download

38. LEAD GENERATION
Webinar/Event

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

40. WEBSITE SUMMARY
• Goals and Objectives
• Tracking
• Leads
• Questions?

41. SEARCH ENGINE
OPTIMIZATION
• Paid vs. Organic Search
• Keyword Research
• On-Page Optimization
• Links

42. PAID VS. ORGANIC

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…

44. PAID VS. ORGANIC
© 2012 Skoda Minotti
November 14, 2012
Source: Wordstream.com

45. PAID VS. ORGANIC
Source: Wordstream.com
© 2012 Skoda Minotti
November 14, 2012

46. KEYWORD RESEARCH
• Google Keyword Tool – https://adwords.google.com/o/KeywordTool
• Determine search volume
• Find related keywords
• Generate new ideas

47. KEYWORD RESEARCH

48. KEYWORD RESEARCH

49. PAGE TITLES

50. HEADLINES

51. META DESCRIPTIONS

52. LINKS
Find sites that currently link to you: www.google.com/webmasters/tools/

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

56. KEYWORD RESEARCH

57. BUDGET
https://adwords.google.com/o/TrafficEstimator

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

59. MEASUREMENT
Within AdWords

60. MEASUREMENT
Within AdWords

61. MANAGEMENT
• Search Network/Display Network
• Device: Desktop/Tablet/Mobile
• Location
• Language
• Manual/Auto Bidding
• Scheduling

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.

65. LIST BUILDING
Website Signup

66. EMAIL SERVICE PROVIDER
Find your ESP:
www.marketingsherpa.com/page/espinator
MailChimp
ExactTarget
Constant Contact

67. CONTENT
• Company news
• Industry news
• New offers/specials/discounts
• Q&A
• Team member profile
• Call-to-action (CTA)
• Surveys
• Etc.

68. CONTENT

69. MEASUREMENT
Send Stats
• Open Rate
• Click Rate
• Unsubscribes
• Bounce Rate
• Popular Links

70. MEASUREMENT
Industry Stats - http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/

71. MEASUREMENT
Individual Tracking

72. SUMMARY
• List Building
• Email Service Providers
• Content
• Measurement
• Questions?

73. MOBILE
• Mobile Optimized Content
• QR Codes
• Is Mobile Right for You?

74. MOBILE OPTIMIZED
Not Optimized Optimized

75. QR CODES

76. IS IT RIGHT FOR YOU?
• What are your goals and objectives?
• Do you have mobile-optimized content to promote?
• Is your audience mobile?

77. MOBILE SUMMARY
• Mobile Optimized Content
• QR Codes
• Is it Right for You?
• Questions?

78. SOCIAL MEDIA
• Blog
• Facebook
• Twitter
• Google Plus
• YouTube

79. BLOG
• Blog Layout
• Content Generation
• Blog Platform
• Attracting Traffic
• Measurement

80. BLOG

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.

82. BLOG
Blog Platform
WordPress
Blog.com
Blogger

83. BLOG
Attracting Traffic
• Search Engine Optimization
• Website
• E-blast/E-newsletters/E-mail signatures
• Social Media

84. BLOG
Measurement

85. FACEBOOK
• Individual Page
• Place Page
• Facebook Ads

86. FACEBOOK
Individual vs. Place Pages

87. FACEBOOK
Facebook Ads

88. FACEBOOK
Facebook Ads

89. TWITTER
• Individual Page
• Business Page
• Twitter Ads

90. TWITTER
Individual/Business Page

91. TWITTER
Twitter Ads

92. GOOGLE PLUS
• Individual Page
• Author Profile
• Business Page

93. GOOGLE PLUS
Individual Page

94. GOOGLE PLUS
Author Profile

95. GOOGLE PLUS
Business Page

96. GOOGLE PLUS
Business Page

97. YOUTUBE
• Content Generation
• Company Channel
• Measurement

98. YOUTUBE
Content Generation
• Product videos
• “How-to”
• Customer Q&A
• Testimonials
• Industry relevant
• Etc.

99. YOUTUBE
Company Channel

100. YOUTUBE
Measurement

101. SUMMARY
• Facebook
• Twitter
• Google Plus
• YouTube
• Blog
• Questions?

102. THANK YOU!
Jonathan Ebenstein
Managing Director, Marketing Services
Phone - (440) 449-6800 x7231
Email - jebenstein@skodaminotti.com
Bob Goricki
Online Marketing Manager
Phone - (440) 449-6800 x7234
Email - bgoricki@skodaminotti.com
Download slides at: http://www.slideshare.net/skodaminotti/
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