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The Digital world has permeated every aspect of our daily lives, from the way we spend our time, to the way we spend our money. It has changed the way we communicate, and it has really changed the way we seek and receive information. 10 years ago the way people accessed information is much different then today. In a few years, it will likely be even more digitized. Businesses are recognizing this shift from offline to online and slowly making the transitions One of the metrics that is changing is where to find customers and more important WHEN. How far in their buying cycle are they. What are we willing to pay to have our message shown to them at the opportune time. Businesses are recognizing this shift from offline media to online media, and realizing that in order to acquire leads, build targeted traffic and convert more customers in the new normal, they have to start measuring different metrics.
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Digital Marke,ng Mix:
Key Strategies to Boost Your Online Lead Genera,on
Jamshaid (Jam) Hashmi [email protected]
Twi7er : jamshaidhashmi
Outline
• Digi,za,on of Business • 2 Components of the Mix – PPC : Pay Per Click – SEO : Search Engine Op,miza,on & Social Media
• 5 Power Tips for Sales / Service Reps – Leveraging Linkedin – Cool Tools – Content Marke,ng via Centralized Blog
• Q/A
The
transformation
of data from
offline (physical)
to online (digital)
Digi?za?on
Your Customers are Becoming Digi?zed
© Reach Local.
10 Years Ago Today* 5 Years From Now
Med
ia Con
sump?
on
*41% of consumer media consump,on is online (Jupiter Research)
…and so is Your Business
© Reach Local.
Build Presence Acquire Customers Retain Customers Manage Reputa?on
10 Years Ago Today 5 Years From Now
Opportunity is Online!
Search 5%
Commerce 14%
Communication (Email & IM)
27%
Social (community)
12%
Surf (content) 42%
Online 50%
Offline 50%
Media Consumption (hours per week)
By spending less than 10% of their ad dollars online, local businesses are missing the opportunity to reach consumers where they spend 50% of their time!
SURF SEARCH
SOCIAL
Tipping Point = Cri?cal Mass
New Technology Emerges
Consumer Behavioral Change
Businesses React
Marke,ng Spend
Moved from Offline to Online
Did you know…?
Sales metrics are changing to reflect
changes in buyer behaviour
Components of the Mix
Digital Marke,ng System
Paid Search (PPC)
Search Engine
Op,miza,on (SEO)
Email Marke,ng
Social Media (SMO)
Targeted Traffic
Analy,cs and Conversion Wrapper
Components of the Mix
Digital Marke,ng System
Paid Search (PPC)
Search Engine
Op,miza,on (SEO)
Email Marke,ng
Social Media (SMO)
Targeted Traffic
Analy,cs and Conversion Wrapper
Keyword
Your business can appear here
Recap: What is PPC?
Source: Enq
uiro & M
arke,n
gshe
rpa
Pay Per Click 13.5%
Pay Per Click – 12.2%
Where Do They Click?
PPC Pos %
1 7.4
2 3.4
3 1.1
4 .3
5 2.6
6 .9
7 1.7
8 .4
9 .1
10 .4
How Many Clicks?
PPC is across pla\orms..
Demographic and Geographic Targe?ng
Recap : What is SEO?
Keyword
Organic SEO Results
Don’t forget about the other search engines!
Source: Enq
uiro & M
arke,n
gshe
rpa
Organic Search 74.3%
Where Do They Click?
Organic Pos %
1 27.1
2 11.7
3 8.7
4 5.1
5 4.0
6 4.1
7 4.1
8 3.2
9 2.8
10 3.6
How Many Clicks?
Changes & Updates
SEO & Social Media Together
• Just adding pages and pages of content as an SEO strategy doesn’t cut it anymore
• Social Media is the new way to take your SEO strategy to the next level
• Social Media increases the number of high quality links and targeted traffic
• Social Signals are playing an increasing role in ranking of sites
Hello. I’m SMO.
And I’m SEO!
Recap : What is Social Media?
social media is basically a conversa?on
Hi! What’s up? Did you hear?
You won’t believe...
What is Social Media?
• Using Networks such as:
Put It In Context
• So far we have discussed – PPC – SEO – Social Media
• What does it all mean in Context?
What If…?
• Stuff people read about you, or from you online, made you look like an Expert?
• Would that make them more likely to do
business with you?
How? Do you Know the Answer?
You Mean… I can get LEADS?
Sounds like Work
Hub = Blog = Website
5 Powerful Tips for Linkedin ** Company Blog is the Authorita,ve Source of Content
Be Found
Variety of Keywords
Tip #1 : Updated Profile
• 100% Profile Completeness • Use a Picture • Set Public Profile Seongs • U,lize Keywords Everywhere • Edit Contact Seong • Be Interes?ng! • Connect Your Blog!
Tip #2 : Add Connec?ons
• Add Connec,ons Using Mobile Apps (Card Munch) Automa,cally adds to your contacts on the cloud and sends a Linkedin Invite
• Add Connec,ons via email accounts
Tip #3 : Join Groups
• 50 Groups Max • Find Where Your Prospects Are! • Start Conversa,ons, Answer Ques,ons, Be Helpful… Link Back to your site. • Share a Link to Your blog to all groups via the share feature
Tip # 4 : Share Info
• HootSuite • Auto Posts 1 Click • Can also grab the RSS so it looks like you are pos,ng interes,ng facts every hour, 6 hours, 24 hours etc… • Group Tweet • Same Content Can be pushed out to all 50 groups and poten,ally hundreds of thousands of prospects in seconds • Share the link to your Blog!
Tip # 5 : Segment Lists
• Linkedin Contacts can be messaged if you tag them into groups of no more then 50 people • Segmen,ng Lists of contacts can allow for targeted messages • Linkedin Messages get read! • Message a link to your Blog!
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