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How to be found in 2016?
Use your iPhone 6!
Use your iPhone 6!
Just kidding…
iMarketing 6!!!
How to be found in 2016?
Contents
1. Marketing Landscape
2. Examples of Options
3. Resources Moving Forward
Specially customized for the Chicken Soup Foundation
And…
Hong Kong Ballet
And…
Sheng Kung Hui Kowloon City
Children and Youth Integrated Service Centre
Before we start
1. Take lots of notes
2. Ask questions actively
3. Please focus…
Why?
Free Money
Est $1600
to...
$16,000 HKD
Proof?
Why again?
Learn
Valuable
Skill(s)
Why – 1 last time?
Rather, WHY would I spend
my day off giving
free and potentially valuable advice?
If you like today…
Enough of the why...
Let’s get started with…
What
Contents for Today:
1. Marketing Landscape
2. Leveraging Options
3. Measuring Results
1. Marketing Landscape
Before we do Online…
Top Marketing Channels
Getting back…
Little (VERY) overwhelming
KISS
SEMSEO
Email Social
Why did I pick these 4?
Bezos
2015 Revenue
$107,000,000,000+ USD
Or
$800,000,000,000+ HKD
How?
Ubiquity Online
SEO/SEM Associates
Can I repeat?
$107,000,000,000+ USD
Or
$800,000,000,000+ HKD
Can I repeat?
Ubiquity
Cometh the hour
Me before you
Roomhate
Can I repeat?
Ubiquity
More proof/anecdotes
1. Rich Barton (Expedia) - $5 mill/month
2. Wikipedia
3. Reddit
4. Facebook
5. WPP’s shift
Even more proof…
Philip Lader, chairman of WPP PLC, the world’s largest advertising holding company, said this trend is being driven primarily by clients’ desires to “optimize their media spending in an increasingly digital media environment.”
~2015
http://blogs.wsj.com/cmo/2015/06/09/wpp-chairman-says-shift-to-digital-media-leading-to-wave-of-agency-reviews/
Why did I pick these 4 (again)?
We could go on for hours
1. Google’s numbers (SEO/SEM)
2. Email’s numbers & efficacy (Email)
3. Facebook’s numbers (Social)
4. Twitter’s numbers (Social)
5. Instagram, Snapchat (Younger Social)
6. Weixin, WhatsApp, Kakao, Line (Asia & #’s)
7. Google in HK
8. Google in Korea
If I had more time to, I would provide details to
2. Leveraging Options
What is SEO?
Using KISS w/ SEO
1.On site variables
2.Off site variables
1. On Site
Important Factors
VERY Important!!
HTML/Source
Title Tag
<title>Chicken Soup Foundation</title>
• KEYWORDS
–Volunteering in hk
–Helping kids
–Non profits for kids
–Tax donation write offs
–Making kids lives better
Content, Images & Links
• Text
• Pictures
• Outbound links
HTML/Source
Audit
Audit Results
Audit Results
Audit Results
Audit Results
2. Off Site
= Link Building
Links Audit
Ideas
Many Ideas
http://pointblankseo.com/link-building-strategies
Ideas Cont’d
http://pointblankseo.com/link-building-strategies
Resources/Links Pages
View Peers
Research Competitors
Profile Pages
Other Ideas
• Ease to link to you
• Link out
• Interlink
• Get people to read your content (b)
• Create RSS feed
• Build Relationships
Realistic Expectations
1.On site - quick
2.Off site – very time consuming
So…
SEMSEO
Email Social
SEM is Immediate
aka…
https://www.youtube.com/user/learnwithgoogle/videos
SEMSEO
Email Social
1 of 2 Most Popular
Ubiquitous
$500k/year Blogging
My recommendation
John’s solution
So many…
https://zapier.com/learn/ultimate-guide-to-email-marketing-apps/best-email-newsletter-software/
SEMSEO
Email Social
Smiling for a reason
2013
2016
Smiling even MORE!
How?
SEMSEO
Email Social
++Bonus
https://www.quicksprout.com/the-definitive-guide-to-copywriting-chapter-1/
Use Pathos
SEMSEO
Email Social
++Bonus #2
Idea #88
Successful Example #1
Nearly 10 years ago…
Today
5 years ago
Following Patel’s Advice
1. Find & publish killer content
2. Feed and fuel curiosity
3. Know audience completely
http://contentmarketinginstitute.com/2015/05/learn-popular-blogs/
Successful Example #2
Most Pop Keywords Study
Most Pop Keywords Study
Following up
Successful Example #3
New Pathway
Successful Example #4
SanLi
The Edge
Vs.
Successful Example #5
The EdgeYear over Year Results
The Edge
Significant Growth
Extra Validation
After Leaving
3. Resources for Future
https://topnonprofits.com/lists/best-nonprofits-on-the-web/
Resources
• SEO
– Seomoz.org
– SEObook.com
– Wikipedia.org
– SearchEngineLand.com
– SimilarWeb.com, Alexa.com
– Google.com – Search Engine Guides & Support
Resources
http://www.seobook.org/
Resources
http://watchstreetconsulting.com/nonprofit-online-marketing/
Resources
• General Online Marketing
– AdAge.com
– Pinterest – Many Infographics
– Just search (Google)
• What? All the terms from earlier, but honestly just start with “online marketing” in Wikipedia & expand from there
Resources
Resources
