Marketing Rewired in 2014

By Marcy Mitchellwww.mtechbd.com

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Internet Marketing Consultant

◦ Owner of MTECH Internet Marketing- 17 years

Web site development/ Search engine optimization

Social Media

Internet marketing consultant (PPC, SEO, Marketing plans)

◦ Internet Marketing Director for a number of leading real estate firms & community websites (DurangoDowntown.com & Pagosa.com)

◦ SBDC Business Advisor

◦ Certified Marketing for Smarties Coach

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1. How has marketing changed? 2. How have websites changed?3. How has search engine

optimization (SEO) changed?4. Become a thought leader in

your industry.

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Mass marketing gets a 2% response rate. Attraction Marketing gets 10x that rate. According to 2012 study, 1/3 of CMOs say that more than half of their budgets have shifted from traditional to digital marketing in the past year.

90% of all Colorado businesses have less than 20 employees

70% embrace social media – Merchant Circle

45% of Owners spend 5+ hours per week on marketing - Merchant Circle

SEO is most effective marketing channel Facebook is most used social media tool Top three online sales were direct visits,

organic search and paid search - Forrester report titled “The Purchase Path of Online Buyers In 2012″

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A. Start with the End in Mind -Know Your Audience

B. Search & Social IntegrationC. Blogs – Increased

Relevancy & AuthorityD. Calls to Action (CTA) –

Targeted Landing PagesE. Require More Involvement

by OwnerF. Responsive Design

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A. Social Media Icons

B. Share ButtonsC. Like BoxesD. YouTube

videosE. Email Sign Up

BoxesF. Recent Blog

Posts

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Sites with Blogs Receive 55% more Visitors (Hubspot)

Integrate Into Site with Wordpress

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Google Analytics

Installed on every page of your site

Track visitors, sources, conversions & more

Compelling offers with Content (Videos, PDFs,Whitepapers, Webinars)

Integrate into Customer Relationship Management (CRM) - Salesforce.com, SugarCRM, Highrise, Internet Honey

Gravity Forms with WordPress, Google Analytics (simple)

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How Has SEO Changed?

SEO Always changing – 500 different factors in Google algorithm

Relevance & Authority

Quality In-Bound Leads

Google and Bing include social media results

Quality Content (via updated web pages and blog) are critical

Sites that do not show up on mobile will not rank as high (Responsive Design key)

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Signed in with Google – different results

Google/Bing keep track of “previous queries”

Google + and Google Places Merge

Facebook, Tweets & Linked-In included results

Web History

Geographic Position (identify IP address, map)

Social Media Connections (Google social search, Bing integrates with Facebook)

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1. Create a niche blog built into your website.

2. Answer Questions on Linked-in or Facebook Groups.

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Educate/Empower Your Customers through Quality Content

Offer Exclusive Deals and Events for Your Fans on Facebook or Linked-In

Identify and Reward Active Participants that Post Photos, Comments and Videos

Forget shameless self-promotion (Share Other’s Content)

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Not only should you provide content updates through your website and blog for better SEO, you also have to track comments, responses, and customer feedback to help guide your content (i.e. Context)

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Encourage Blog and Social Media Feedback

PROMPT Responsive is Key Many “Negatives” can be turned into

positives Encourage Customers to be involved

in product launches or services. Consider Forum or Twitter. Be Honest & Transparent.

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Manages social media profiles (Twitter, Facebook, Linked-In)

Tracks mentions, re-tweets, etc…

Schedule posts Pro version gives

reports $5.99/month

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• Likes – a “thumbs up” helps boost the chance your post will show on your fans feed

• Shares –a fan re-posting your post to their wall for all their friends to see is a very valuable form of engagement

• Comments –a comment / response to your post on your page keeps people on your page

• Watch what other people in the industry are posting that is garnering enthusiasm

• Research Industry Groups and Cross-Sell Businesses and Start Dialoging on Facebook, Twitter, Blogs, Linked-In.

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Start with the Big Picture and Integrate BRAND & VALUE into every channel (Social, SEO & Website)

LISTEN to the questions your customers ask

TRACK Time and Cost CONSISTENCY is Key Work with Professionals

Who EMPOWER You REACH OUT to others for

learning