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Steve Thomas discusses marketing on a budget, mobile advertising, and video optimization.
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Marketing in the Digital Landscape
About the SpeakerSteve ThomasPresident, The Net ImpactVice President, UnidevPresident, American Marketing Association-St. LouisPresident, Missouri Venture Forum
With over 18 years of internet strategy experience, Steve is a nationally recognized speaker, author, and entrepreneur.
Contact me:Twitter: @TNIMANLinkedIn: www.linkedin.com/stevenrthomas
The state of marketing in 2013
“We have embarked on the world’s largest and longest cocktail party, and every issue imaginable is up for grabs.”
--Geoffrey Moore, Mohr Davidow Ventures
Image courtesy of Venture Beat
The state of marketing in 2013
What we are going to talk about
1. Marketing plans in a crazy social world
2. Making the most of marketing on a budget
3. Mobile marketing update
4. Using video to drive your business
Courtesy of Hubspot
SEO is still job one
SEO (Search Engine Optimization) is the process of affecting the visibility of a website in a search engine’s natural and unpaid search results.
The higher ranked and more frequently your site appear in search results, the more visitors you have.
http://en.wikipedia.org/wiki/Search_engine_optimization
SEO is still job one
What Google suggests
What Google suggests
Local is important
• 84% of all users perform local searches (Kelsey Group)• 61% of all local searches result in purchases (comScore)• 57% of online shoppers say they shop online but plan to make purchases offline (NDP Group)• 82% of local searchers follow up offline with an in-store visit, phone call or purchase (comScore)
Social media has changed SEO
SEO today means social media. Why?
• Helps search indexation– Tweeting cuts index time by 50%
• Social activity improves keyword ranking– Creates inbound links– Shares help with freshness
• Author authority (rel=”author”) ties authority to your content
• Allows best use of images and videosBeing Your Brand March 3, 2013http://beingyourbrand.com/2013/03/03/how-social-media-impacts-seo-infogra
phic/
YES! Why?• Off-site content is as important as on-site• Images have a new LIFE • Popularity matters, which means…..• Great content really really matters• People want to know you which means…• Other voices cry to be heard– Yours, your customers, your team
Should social change your plan
The cost of marketing
Your call!
Why use social media
• SM use has grown 712% in the past 7 years.
• Over 155 Million US Facebook users
• 90% of people trust recommendations from people they know
Donut strategy
Blog
Local
Youtube
A few offsite traffic drivers
Social media marketingUse Facebook to showcase your services, location, and employees.
Social media marketingUse Facebook to promote sales and specials
Social media marketing Use social media to promote contests and
giveaways
Gain traffic through PinterestPin and re-pin items that will resonate with customers.
Think informative, inspirational or fun.
Find a voice for Instagram
Instagram gets over 8500 Likes every second
and has 100 million active users every
month.
Social media marketingUse analytics to figure out who your audience is and how you
reached them.
Why mobile
http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
Should I plan for mobile•Before 2015, it’s projected that mobile internet usage will
overtake the desktop.
•Mobile traffic has climbed to more than 16% of overall web traffic.
•70% of all mobile searches result in action within 1 hour.
•There are 6.8 billion people on the planet. 5.1 billion of them now own a cell phone.
Optimizing for mobile
Optimizing for mobile
Tablets are Catalyzing Brand Website Engagement• The share of website visits from tablets grew approximately 10 times
faster than the rate of smartphones within two years of market
introduction
• Tablet usage grew more than 300% in the last year
• Tablets’ share of website traffic will exceed smartphone traffic by
early 2013 and reach 10% of total website traffic in early 2014
• Near-term developments in the tablet market will erode the
advantages of PC-browsing, causing consumers to shift more website
visits from PCs to tabletsAdobe Digital Index March 2013
http://success.adobe.com/assets/en/downloads/whitepaper/13926.tablets-brand-engagement-v5.pdf
“One tablet generates as many website visits as four smartphones”
Creating video content
• Over 800 million unique users visit Youtube each month.
• In 2011, Youtube had more than 1 trillion views or 140 views for every person on the Earth
• 72 hours of video are uploaded to YouTube every minute.
Post free contentWhat you have to say is important to someone!
Searching “Hardwood
Floor Repair” yields 5,130
results
Viral Videos: A Marketer’s Dream
Blend-tec “Will it Blend?”
What went in to “Will It Blend”
Start with $100 in supplies
Add an in-house video
Flavor with some clever marketing
• Increased retail of 700%• 200,000 +subscribers on
YouTube• 10 television appearances
Optimizing your videos for search engines.
Your Video
Website
Partner Blogs
Optimizing Youtube
Youtube Video optimization primer• First: know what keywords you want to use • Then write your caption using keywords• Upload transcript in WordPad text format• Write your title using keywords again• Use the title in your description and follow with
URL, include a longer description with a call to action
• Tags Think in terms of 3 to 4 primary keywords• Finally select your category • http://www.youtube.com/watch?v=WYrSjSLzho0
Measure your results
Track your results through Google Analytics.
Top digital marketing thoughts for 2013
Content is even more
the king
Test new platforms
Content needs
distribution
Engage in one-on-one
x 1Million
Thank You!
Follow The Net Impact:
Facebook: www.facebook.comTheNetImpactTwitter: @thenetimpactLinkedIn: http://www.linkedin.com/company/the-net-impact
Download this presentation:
http://www.slideshare.net/TheNetImpact
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