Digital MarketingEvan Leek

Last Session

● Outbound vs Inbound marketing

● Content marketing

● Website evaluation / upgrade

● Video

● AdWords

● Next steps

Outbound v. Inbound

● Buckshot approach

● Timing concern

● Tough economics

● Consistency lacking

● Always live

● Content is king

● Qualifies prospects

● Scalable

Inbound Methodology

Content Marketing

Start Small, Think Big

Three quick starter items

● Evaluate your website for freshness and refreshability

● Develop a direct mail campaign for one service/product

and find a vendor to produce them for you

● Look at your lab’s offerings and pick two

services/materials you would market with AdWords

AdWordsExamples

AdWordsHow To

AdWordsCase Study

Remarketing Campaign Overview

Remarketing Campaign Keywords

AdWords Conversion Tracking

InfusionSoft Notification

Lead Information

Questions?