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Digital Marketing Consultancy
• Digital Marketing Strategy & Consulting
• WordPress Website Design
• Local Search Engine Optimization
• Social Media Marketing
• Small Business Mobile App Development
270-495-0014
@SpearsMarketing
http://SpearsMarketing.com
“Marketing is delivering a product or service to the right market, through the right message, using the
right medium.”
What is Marketing?
Marketing Has Changed
•Traditional, Outbound, Push Marketing = TV, radio, newspapers, magazines, direct mail, yellow pages, billboards, etc.
•New technology & filters + Info overload = Game changer!
The Options: •Outbound Marketing
• One-way communication
• Customers are sought out
• No added value - boring & uninformative
• Inbound Marketing
• Two-way communication
• Customers seek you out
• Lots of added value - education/entertainment
Marketing Basics
•Branding Consistency: online & off-line
•Know, Like Trust
•People purchase products, but they buy from individuals
•Word of Mouth/Referrals - use internet to validate your credibility
•Success = Doing the right things, long enough, consistently
5 Steps to Digital Domination
1. Content Platform - Your Website
2. Search Engine Optimization (SEO)
3. Social Media Marketing
4. Email Marketing
5. Online Advertising/Pay-Per-Click (PPC)
Your Website: The Foundation•Own your platform: don’t be a digital
sharecropper
•Your website: Design, Structure, Content
•Design: visually appealing, attention grabbing, clean & specific
•Structure: easy to navigate, cohesive, logical flow of information
•Content: quality information, keyword rich, calls to action
Your Website: The Platform
•Content Management System (CMS)
•WordPress, Joomla, Drupal, Modx, Expression Engine
•Easy to Update
•Scalable
•Attractive
•Mobile Friendly
Your Website: The Content• Content Marketing = Blogging = Self-publishing
• Inform, entertain, engage
• Written, audio, video
• Expert status
• Search-ability
• Consistency
• Topics: Education, thought leadership, entertainment, FAQs, case studies, success stories, stir things up
Search Engine Optimization
• SEO = Relevance => how your business appears to Google
• Google/iPhone = New Yellow Pages
• Both art & science
• Constantly changing
• Content, keywords, links
SEO: The Tech
• Onsite SEO (technical)
• Semantic markup
• Title tags
• h1 tags
• Keywords
• Anchor text
• Meta description
• SEO Sandwich
• Content
• Keywords
• Links
• Social
• Citations
SEO: The Sandwich• Content: More is better, but quality is king. Write
for people, not search engines
• Keywords: Use common language. What customers search for
• Links: Popularity contest. Quality > Quantity. Interlink on-site between pages & posts
• Social: Links & Mentions => Google+, Twitter, Facebook, Linkedin, Pinterest, etc.
• Citations: Local search directories & review sites. Google+Local, Bing Local, Yelp, Merchant Circle, Yellow Pages, etc.
SEO: The Local• Citations are paramount!
• Claim, create, update, optimize, manage
• Consistent info: Name, Address, Phone, Website
• UBL, Info USA, Localeze
• Cultivate reviews
• Online press releases
• Groupon?
Social Media: The What• Not just a marketing
channel
• For customers, it’s social first, business second
• Customers are talking, are you listening?
• Content should originate on your platform. Social is a distribution channel
• Easiest way for content to go viral => social proof
What Social Media Is:
Social Media: The Why
• Facebook, Twitter, Linkedin, Google+, Pinterest, Instagram, YouTube
• Social media humanizes business. Personality MUST shine through
• Reputation management is a must. Social media amplifies both good & bad
• Referrals happen more online than in person
• Claim business profiles => KnowEm.com
Social Media: The How
• Facebook - Cincy Shirts
• Twitter - Best Buy
• Google+ - Starbucks
• Linkedin - Zipcar
• Pinterest - Whole Foods
• Instagram - Dogfish Head
• YouTube - Simply Scuba
Email Marketing: The What
•Permission based marketing
•Easier & less expensive to resell existing customers than acquire new ones
•Relationship building
•Top-of-mind awareness
•Offer incentives for joining your list => exclusivity
•Least expensive form of direct-response marketing
Email Marketing: The How• Email Service Provider (ESP)
• Aweber, Mail Chimp, etc. (auto-responder)
• Signup form must integrate with website, social media, etc.
• Permission Marketing => No Spam!
• WIIFM = “what’s in it for me!”
• Automate & personalize
• Consistent contact
Online Advertising: The What
• Pay-Per-Click, Pay-Per-Impression, Ad Networks, Remarketing
• Google Adwords
• Facebook Ads
• Amazon, Linkedin, Twitter, etc.
• Easiest way to get ranked at top of Google
• Can be extremely effective
• Can get expensive quickly
Online Advertising: The How
• Google Keyword Tool
•Set parameters
•Create landing pages
• Test, test, test!
• Wash, Rinse, Repeat
Tying it all Together: Mobile Marketing
• Is your website mobile friendly?
•Google likes mobile responsive design
•Majority of social media is used on mobile device
• Is your email newsletter mobile friendly?
•Text Marketing & Mobile Apps
Conclusion• Digital Marketing is here to stay
• Mobile is fastest growing segment
• Website is the foundation
• SEO & Social Media are essential
• Email can give best ROI
• PPC = test, test, test
• All the above are building blocks. They work together & amplify the individual effectiveness of each other