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DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
liontreegroup.com
Organic SearchInfluence your natural search engine rankings with consistency and effective
backend titles and tagging on your site.01
Social MediaUtilize social media platforms to interact and engage with existing and
potential clients. 02
Paid Search and Digital AdvertisingFrom Google AdWords to on-site retargeting, the core of digital advertising
spending is in these areas. More than 93% of digital spending comes through banner ads, video pre-roll and search-specific ads.
03
Lead AggregatorsLead aggregators are service providers like HomeAdvisor and Angie’s List where you
pay for leads they generate. Very popular in the home improvement sector, they are constantly evolving to maximize profit potential.
04
Listing ServicesA consistent business listing online is important including address, phone and
website. We’ll look at business listing service providers, like Yext, and evaluate the effectiveness of backlink generators.
05
THE PATH
E-mail MarketingMaximize your past client list with an email campaign service like MailChimp or
consider a targeted mailer service list provider06
BEN LINDBERG 2DECODING THE DIGITAL MARKETING LANDSCAPE
CostPer Lead
GaugingPerformance
FutureProjections
What’s BestFor My Business
Examples of Digital Marketing
We would like to leave with a general feel for what digital solutions and tools are the most suitable for your business.
Takeawaysfrom today’s presentation
BEN LINDBERG 3DECODING THE DIGITAL MARKETING LANDSCAPE
Let’s
START the journey
BEN LINDBERG 4DECODING THE DIGITAL MARKETING LANDSCAPE
ORGANIC SEARCH – THE IMPORTANCE OF BEING #1Call it the Holy Grail, the Mona Lisa, the most difficult thing to accomplish in the digital realm. It’s not
only about achieving the top Google position, it’s also the ability to stay on top. But what being #1 on
Google means is not necessarily what you see on the surface. It’s the work that has done beneath the
surface that gets your site noticed.
BEN LINDBERG 5DECODING THE DIGITAL MARKETING LANDSCAPE
Your WEBSITE
is your base
You cannot start the SEO journey without having a website that allows your site to become recognized on Google. From responsive design to optimized content and images, a well designed site is half of the battle.
1. Final stop for traffic in the digital funnel
2. Extension of your corporate culture and
personality
3. It is the content that Google reads to
identify your products and services
4. Websites are a quantifiable business asset
5. Digital marketing success is ultimately
dependent on website conversions
BEN LINDBERG 6DECODING THE DIGITAL MARKETING LANDSCAPE
ORGANIC SEARCH
Searches by Engine
BEN LINDBERG 7DECODING THE DIGITAL MARKETING LANDSCAPE
GOOGLE RESULTSUnderstanding the results.
6%
20%
74%
PAID RESULTSPay-per-click advertising
LOCAL RESULTSProximity-based organic search results.
ORGANIC RESULTSWhere your SEO comes into play. 58% in top 3 results
Three types of results:
• PAID
• LOCAL
• ORGANIC
Search results are always changing – local results took
from long-tail organic, not from paid.
ORGANIC SEARCH
BEN LINDBERG 8DECODING THE DIGITAL MARKETING LANDSCAPE
IMPORTANCE OF LOCAL SEARCHFocus on NAP (NAME, ADDRESS, PHONE) on all listings, build
local citations and concentrate on getting high reviews.
Heat map studies demonstrate that top-ranked local results get more
clicks. Here’s a heat map overlay of a law firm search. Notice how the
majority of the clicks are for the top-ranked local result in the 3-pack.
BEN LINDBERG 9DECODING THE DIGITAL MARKETING LANDSCAPE
ORGANIC SEARCH
WHAT MATTERSFactored in the results
RELEVANT CONTENT BLOG
AGE OF DOMAIN BACKLINKS TRAFFIC
BOUNCE RATE
SPEED
RESPONSIVEDESIGN
META DESCRIPTIONS
KEYWORDDENSITY
USER GENERATEDCONTENT
BROKENLINKS
AMPPAGES
SSL
SITEMAP
404 ERRORS
GOOGLEMY BUSINESS
BEN LINDBERG 10DECODING THE DIGITAL MARKETING LANDSCAPE
AnalyticsTrack visitor traffic by acquisition and behavior and evaluate the effectiveness of digital campaigns. Also verify campaign stats from third-party digital ad providers and quantify conversions using Analytics Goals.
DO YOU KNOW HOW MANY PEOPLE ARE LOOKING AT YOUR WEBSITE?
HOW TO READ THEM
BEN LINDBERG 11DECODING THE DIGITAL MARKETING LANDSCAPE
S O C I A L M E D I A
Connect with your audience via social media platforms. Create engaging content and generate website visits.
BEN LINDBERG 12DECODING THE DIGITAL MARKETING LANDSCAPE
SELECTY O U R
P L A T F O R M S
BEN LINDBERG 13DECODING THE DIGITAL MARKETING LANDSCAPE
You cannot possibly have an effective presence and manage all social media platforms. Select the ones that
fit your business and target audience and focus on having a great presence on just a few.
Stats Worth KnowingFacebook clearly dominates all social media
BEN LINDBERG 15DECODING THE DIGITAL MARKETING LANDSCAPE
Organic vs. Paid Impression“Pay to Play” – if you want to get exposure, you’’ need to invest in social media.
About 1 in 8 posts is a sponsored ad. Based on demographics and past behavior, it’s the only way to guarantee posts get served to your page fans and potential clients.
FACEBOOK SPONSORED POST
Pinned on recommendations based on your past behavior, Pinterest ads are promoted for enticement and engagement.
PINTEREST PROMOTED PIN
Only seen by active page fans. Used as a starting point for a campaign.
FACEBOOK ORGANIC POST
BEN LINDBERG 14DECODING THE DIGITAL MARKETING LANDSCAPE
RELEVANT CAMPAIGNS
Reaching the Right Demographic
Types of Posts• Organic• Engagement/Events• Photo Tour
Budget $10-20 per post min.
Tool Building• Energy Savings Calculator• Interesting Inspections• What can I afford?• Cost Vs. Value Calculator
16DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
Examples
BEN LINDBERG 16DECODING THE DIGITAL MARKETING LANDSCAPE
B2B PROMOTION
Boost your presence to professionals
LinkedIn• Slideshare Presentations• InMail• Research• Paid Ads
Cooperative Promo• Credit Subcontractors• Tag Employees• Feature Products and
Suppliers• Mine Existing Demos
18DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
PAID SEARCH AND DIGITAL ADVERTISINGThe biggest spending arena and most established arm of
digital advertising is paid search and behavioral ad targeting.
BEN LINDBERG 17DECODING THE DIGITAL MARKETING LANDSCAPE
PAY-PER-CLICKWhy is it worth to pay for placement
• KEYWORD RESEARCH
• CREATE GOOD ADS
• BIDDING
• SELECT LESS COMPETITIVE KEYWORDS
PAID SEARCH20DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
AdWords Remarketing
• 67% of online ads budget – 42% search engines, 25% ads and
retargeting.
• Can I do it myself?
• Retargeting
• Geo-targeting and Geo-fencing
• Banner ads, Tile Ads, Video Ads
21DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
DISPLAY ADVERTISINGSelect local, high traffic sites.
TYPES• Banner ads• Tile Ads• Pencil Ads• Road Blocks (pop-ups)• Page Wraps and more.
SUGGESTIONS• Stay Above Fold• Use Road Block and Page
Warps for Events• Utilize Local News if
targeting local audience• Use Geo-targeting and
Demographics for impressions
22DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
L E A D A G G R E G A T O R SPaying for leads on a price-per-lead or price-for-preferred-listing. Aggregators are chewing
up organic leads and feeding them to us out of their hands.
23DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
What are Lead Aggregators?Learning from the historical hot/cold cycle of paid leads
A result of many years of johnny-come-latelys, Lead Aggregators are a place
to go to pay for leads or prospects. Some will guarantee preferred
placement or exclusivity of leads, others will supply enhanced listing or
even an organic boost to your own web site.
The business model is constantly changing with Amazon, Porch, and Google
even getting into the business.
PAY PER LEADPay-per-lead is the model for companies like HomeAdvisor where you pay a set amount for each lead they provide to you.
PAY FOR LISTINGPay-for-service or listing gives you a preferred position for searches related to your specialty or expertise.
24DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
25DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
Angie’s List Listing SamplePaying for Placement
PAID LISTINGSContractors and builders that pay on
a monthly or annual basis will be given a full listing and will “rotate” in
the top results.
FREE LISTINGSVery stripped down listing that
penalizes those not on a payment plan. Free listings still show all
reviews in the company profile.
26DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
LISTING SERVICES27DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
Importance of NAP and Citations
28DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
WHERES H O U L D I
S T A R T ?
GETAUTOMATED HELP
Use service like Yext to monitor your NAP listingsFor $300+ per year, Yext will update and monitor the consistency
of your NAP listing. With access to more than 100 listing services, it
could be a huge time saver for your business. Some listing
placements – namely Google and Bing – require brick and motar
establishments to verify via snail mail.
29DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
BACKLINKSBacklinks are powerful, but should you buy them?
Backlink buildersQuickly increase your incoming root domain backlinks.
The catchGoogle can penalize you for using a paid backlinks provider
Analytics and Search ConsoleReview incoming backlinks to be sure you aren’t a spam destination
Relationship buildingUse your network to build backlinks.
They are legitimate and you will be rewarded.
Link farmsA lot of traffic is coming from outside
of the U.S.
A few good linksEven as few as 10 good backlinks have
proven to boost SERP rankings.
COVER YOUR BACK
30DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
E-MAIL MARKETINGREACHING PEOPLE
ANYWHERE & ANYTIME31DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
BEH E A R D
You cannot possibly have a quality presence and manage all of the social media platforms. Select the ones that fit your business and target audience and
focus on having a great presence on just a few.
32DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
Email ListsWhat to expect
“Quality over quantity – Email may be the most cost effective marketing, but only if it’s relevant.“
Email marketing is about more than open rates and click-thru
rates. It’s about conversions.
• Your List
• Buying a List
• Using a List
Open Rate
Click Rate
Unsubscribe
People on Email Lists
Conversion
22%
2.9%
3.5%
90%
4%
33DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
TRENDS AND PREDICTIONS34DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
LiveStreamingConnect from the end of the earth
Social media applications are heavily promoting live video content. Facebook (Facebook Live), Snapchat (Snapcast) and YouTube (Live) are all vying to come out as the leader in live content. Some services archive video, some expire immediately.
70%FACEBOOK
50%INSTAGRAM
80%SNAPCHAT
+1200% Live Streams
+8500% Viewers
35DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
Mobile GeofencingStreet-level sophistication with a side of “creep”
As close as you can get to touching your ideal demographic
Hyper local
Create a boundary or radius around a geolocation and target based on behavior
Boundaries
Offer delivered in-app before, during, or after anticipated activity
Offer-driven
36DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
MARKET INGA u t o m a t i o n
LET YOUR SITE BUILD YOUR DATABASE ON ITS OWN
Pop-ups for newsletter sign-up or to download a white paper or infographic.
Built on the sharing economy concept of give a little, get a client.
Build your database and remarketing with a newsletter or event invitation.
37DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
Opinion-Leader Influenceaka – the Kardashian effect
As a homebuilder, Matt self-promoted himself to the national stage and is now sought after by HGTV, etc. But his biggest influence has been the incorporation of shared content and his ability to elevate brands and businesses he likes. People trust him.
1,891Facebook Likes
35.8MYouTube Views
$1MRisinger Brand
MATTRISINGER
38DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
VIRTUAL R E A L I T Y
Outside industry players and innovators
39DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
Virtual RealityFor Builders, Remodelers, or Energy Modeling?
40DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
Virtual RealityFor Builders, Remodelers, or Energy Modeling?
41DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
Virtual RealityFor Builders, Remodelers, or Energy Modeling?
42DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
GIVE and TAKE Marketing
Providing low-cost information to potential customers
43DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
GIVE and TAKE Marketing
44DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
TAKE AWAYS
ROI and KPI stats for Marketing in the building industry is complicated with huge variations between marketing initiatives, regions, demographics, climate, and client relationships.
Just because digital marketing is incredibly measurable, don’t get stuck in the details and lose focus on the big picture.
Remember that certain things aren’t always measurable. But stats can help guide your gut feelings.
WHAT’S THE ROIOF YOUR MOTHER?
45DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
Marketing Stats
Thank You
L I O N T R E E G R O U PMadison, WIliontreegroup.com
Ben Lindberg
BEN LINDBERG 46DECODING THE DIGITAL MARKETING LANDSCAPE