Darin T. Swick, President, WSI Advanced Web Profits

Darin@WSIAdvancedWebProfits.com www.linkedin.com/in/darinswick www.facebook.com/DarinSwick

(303) 881-9192

About Darin •  Franchise Owner “WSI”

o  Global Provider of Digital Marketing Solutions for the 18 years; 1,400 people worldwide

•  Founder, Global Digital Enterprises, Inc. o  Independent marketing and business consulting firm

•  Leadership positions at Deloitte Consulting, IBM, and EMC

•  Work with Business Owners interested in 3X growth or more •  Business Philosophy:

“IF YOU CAN’T DRAW A PICTURE OF IT, YOU DON’T UNDERSTAND IT” “IF YOU CAN’T MEASURE IT, YOU SHOULDN’T DO IT!”

Agenda •  Inbound v. Outbound Marketing •  “Content Marketing” •  “Optimized” Content Marketing •  Web Presence Optimization (WPO) •  Most Important Things to Do Now •  Predictions Going Forward •  Tool Kit Resources •  Q & A

Inbound v. Outbound

Inbound v. Outbound

Inbound v. Outbound

Inbound v. Outbound

Inbound v. Outbound

Can You Answer To Any of These? ①  When I Google for the types of services my company provides

(i.e., “business advisors”) do I dominate the first 5-10 listings on page 1?

②  Do I know what the top 50 local directories are in my market and am I listed prominently in a least 40 of them?

③  Do I analyze and measure how successful my web presence is for attracting and converting visitors?

④  Do I know what people are saying about my company on-line and do I have a way to proactively share the good things and manage the bad things they are saying?

⑤  Do I have powerful connections to other web properties (companies, blogs, directories, social media bookmarks, groups, forums…) and they to me?

⑥  Am I generating the majority of my leads through my web presence?

Got Any Examples?

10

Thanks Darin, Then What You Are Saying Is…

“First” tear down my web site, build a new one, latch on a blog to my site, crank out a few videos, post some white papers, create an infographic or two, create links going to and coming from everywhere, bookmark all of my social media, create a bunch more content, then SEO the hell out of everything!!! “Then” send out a bunch Press Releases, start a forum, podcast like crazy, do 2 webinars every week, join every social network (there are only 10,000), email everyone I know about my company, and hire an advertising agency to help me make a video that’s guaranteed to go VIRAL!!!! “And” I almost forgot, pay Google a fortune so millions of people will click on my ads and make me a Billionaire!!!

11

That’s Easy For You to Say!

12

More is not Better! •  Even if you had an unlimited budget, time and staff to go do

“everything” you might actually lose money

•  Given the choice, do you want to reach 100 customers that are interested in buying what you are selling, or 10,000 people who aren’t even interested in who you are?

•  The secret to “Optimized Content Marketing” today is:

BEING FOUND BY ONLY THOSE PEOPLE MOST INTERESTED AT THAT MOMENT IN BUYING EXACTLY WHAT YOU ARE SELLING

(WITHIN A REALISTIC MARKETING BUDGET)

Content Marketing “Content Marketing is the art of understanding exactly what your prospects and customers need to know. Then delivering that content to them in a relevant and compelling way to grow your business.”

The Content Marketing Institute

Optimized Content Marketing “Optimized Content Marketing is the art of understanding exactly what your prospects and customers need to know and deliberately producing optimized content based on keyword phrases that are driving organic search traffic and conversions. Then delivering that optimized content to them in a relevant and compelling way to grow your business by socializing the content through your organization’s social networks.

gShift, Krista LaRiviere

Where’s the Beef? Optimized Content Marketing is Made Up of Just 3 Things

16

The Power of 3 = WPO

17

The Hierarchy of WPO

SOCIALIZE

OPTIMIZED  CONTENT Copy,  blogs,  press  releases,  white  papers,  newsle@ers,  

videos…

SEO Keywords  +  On-­‐‑Page  +  Off-­‐‑Page  +  

Customer  Reviews

TECHNOLOGY  FOUNDATION

# QUALIFIED LEADS PROFIT PER CUSTOMER

WPO

19

Technical Foundation Optim

ize Content

SEO

Socialize

Technical Foundation Form & Function

§  Visitors to your web site form an impression of the quality of your

company, products, and services in less than 5 seconds. §  You have invested in SEO, Social Media, Campaigns, Pay-Per-Click,

and Consultants to attract visitors to your site only to lose them before you have a chance to convert them!

§  That first Click is everything – make it easy for the visitor to interact with you.

20

Technical Foundation THE 5 MUST DO’S

1.  Have your web presence (web site, social media pages, etc.) audited for technical performance.

2.  Assess your “Conversion Architecture”. 3.  Evaluate whether your platform will support your business

growth. 4.  Make a “Start Over” versus “Fix” decision on your web site

overall. 5.  Evaluate whether your hosting company

supports your platform adequately.

21

SEO

22

DUH!

§  Every day there are more than one billion Google searches performed worldwide.

§  Nearly 100% of searchers look at the organic side of search (the left-hand side).

§  85% of searchers will click on the Organic side versus Paid. §  The average click-through rate (CTR) for the top organic search

position in Google is approximately 36%, while the CTR for the top paid search position in Google is just 2%.

§  The average CTR for organic search results on page one of Google is approximately 8%, versus only 2% CTR for paid search ads.

§  Organic search is the #1 lead conversion tactic outranking email marketing and paid search.

SEO Google changes it’s algorithm 500-600 times per year •  Google loves:

ü  Trust & Authority of the host domain ü  Link popularity of the specific page ü  Anchor text of external links to the page ü  On-page keyword usage ü  Traffic and Click-Through-Rates ü  Freshness of the content ü  Social authority

•  Google hates: ü  Overoptimization (too many keywords) ü  Overuse of single keyword anchor text ü  Link velocity (slow down!) ü  No deep linking (forget your home page) ü  Too much focus on backlinks (the wrong way) ü  Stale content

23

SEO THE 5 MUST DO’S

1.  Keyword Research – This is the most important step!

2.  On-Page Content – This is the most important outcome!

3.  On-Page Optimization – Title tags, meta descriptions & HTML

4.  Off-Page Optimization – Link “Earning” 5.  Citations – What people are saying about you

24

Optimize Content IT’S HERE

25

Types of Content

26

Types of Content

27

Optimize Content

28

Top 5 Must Do’s 1.  Create a “Content Blueprint” for your Web Site 2.  Inventory What You Have – REPURPOSE YOUR CONTENT!

3.  Inventory What Your Competitors Have - Duplicate The Approach Other’s Are Using Successfully

4.  Create a Content Calendar 5.  MEASURE: How compelling is your

content?

Editorial'Calendar

Sunday 18 March 12

Socialize MEET THE BIG 5

29

Socialize THE TOP 5 MUST DO’S

30

1.  Setup the Big 5 2.  Establish clear goals for your social media strategy 3.  Leverage your established keywords to

optimize your social content 4.  Create a publication schedule 5.  Capture the data

Predictions

31

Prediction # 1

“CAMPAIGNS FADE OUT, REAL-TIME MARKETING IS IN”

32

“Success comes from engaging your buyers when they’re ready not when it’s convenient for you”

Prediction # 2

“SOCIAL MEDIA BECOMES TRULY INTEGRATED”

33

“Social media will no longer act as a silo and will instead become more integrated with technologies and inbound marketing practices”

Prediction # 3

“IF YOU ARE NOT MOBILE YOU WILL LOSE”

34

50% have made a purchase with one.

81% of smartphone users have done product research via smartphone and

[ research from Prosper Mobile Insights ]

Prediction # 4

“CONTENT CREATION WILL BE AT THE CORE OF EVERY MARKETING INITIATIVE”

35

“Rise of content creation services and software Content marketing is becoming the core of every marketing initiative for B2B marketing as well as B2C. As the year progresses, we will see software and services solutions for content creation and syndication emerge and grow as companies try to leverage content for demand generation. ”

Jennifer Wong, Optify

Prediction # 5

“VISUAL CONTENT HITS IT STRIDE IN 2013”

36

Thank You!