Your Online Marketing Mix: How to Select the RIGHT Digital Marketing Tactics for Your Business

Your Online Marketing MixHow to Select the RIGHT Digital Marketing Tactics for Your Business

Agenda

Most common digital marketing tactics used by small businesses

The unique purpose of each tactic How different tactics can be used to

enhance each other in an online marketing “mix”

How each tactic plays a role in your “online sales funnel”

Factors involved in choosing the right tactics for your businessDownload this slide deck at http://bit.ly/digitalmix2015

Q&A

Please ask questions along the way!

Download this slide deck at http://bit.ly/digitalmix2015

About Me

Coding since 6 years old

Creating websites since 1997

Working in e-commerce for 10 years

Marketing MBA



Most CommonTactics

Common Tactics

SEO (Search Engine Optimization)

PPC (Pay-Per-Click) Banner/Display Social Ads Content Discovery SEM (search engine PPC) Comparison Shopping

Engines Retargeting

Content marketing Blogging Podcasting Whitepapers, E-books, etc. Video

Social Media Email Marketing Affiliate Marketing Conversion

OptimizationDownload this slide deck at http://bit.ly/digitalmix2015

Common Digital Tactics


Purpose of Each Tactic

Purpose

Get people to visit your website when they are searching for your products/services

Establish brand awareness by repeatedly showing up in the results for various related searches


SEO (Search Engine Optimization)

Purpose

Get people to visit your website When they are searching for your products/services

(SEM) or

Because they meet certain demographic/behavioral criteria

Establish brand awareness by Repeatedly showing up in the results for various

related searches or

“Stalking” website visitors across the web with your ads


PPC (Pay Per Click)

Purpose

Get people to visit your website When they are searching for information related to

your products/services

Establish thought leadership Prove that you really are an expert on your topic

Convert Website visitors to email subscribers or leads


Content Marketing

Purpose


Build and nurture relationships with Prospects

Brand champions

Existing customers

Strategic partners


Social Media

Purpose

Get people to visit your website


Build and nurture relationships with Prospects

Existing customers

Convert Subscribers to leads


Email Marketing

Purpose

Harness the power of other company’s networks and marketing efforts by offering them an incentive to generate leads/sales for you


Affiliate Marketing

Purpose

Crucial tactic that involves figuring out what makes people move onto the next step of the sales funnel

Involves ongoing testing/measuring

Do more of what works and less of what doesn’t


Conversion Optimization


PROs & CONs

PROs & CONs

PRO: Can generate a lot of “free” traffic

PRO: Tends to produce higher quality leads than PPC

CON: Time consuming, requires constant content marketing & strong social media

CON: Takes a long time to work

CON: Technical aspects of SEO are hard to “DIY”


SEO

PROs & CONs

PRO: Instant

PRO: Large amount of exposure

CON: Can be very expensive

CON: Hard to “DIY”


PPC

PROs & CONs

PRO: Creates invaluable thought leadership

PRO: Helps convert site visitors into leads/subscribers

CON: Super time consuming

CON: Can be outsourced, but not fully (you still need to participate) and is expensive to outsource


Content

PROs & CONs

PRO: Creates invaluable thought leadership

PRO: Builds invaluable relationships

PRO: Enhances SEO

CON: Super time consuming

CON: Can be outsourced, but not fully (you still need to participate) and is expensive to outsource


Social

PROs & CONs

PRO: Inexpensive

PRO: Nurtures & converts

CON: Can be a bit time consuming

CON: Need to be consistent


Email Marketing

PROs & CONs

PRO: Others do the heavy lifting

CON: Have to give up a piece of the pie

CON: Need to find/solicit good affiliates


Affiliate Marketing

PROs & CONs

PRO: Guaranteed results

CON: Time-consuming

CON: Technical (hard to “DIY”)


Conversion Optimization


How TacticsEnhance Each

Other

How Tactics Interact


More traffic on Content

Marketing

More links & social shares

Enhances SEO,

Builds Email List & Social Followers

SEO, PPC, Social,

Affiliate, Email


Online Sales Funnel

Online Sales Funnel

Download this slide deck at http://bit.ly/MAXLINK5

My Online Sales FunnelSEO & Social Media

Blog Articles

Downloads

Email Mktg

Webinars

LEADS


Choosing the Right Tactics

The Right Tactics


TimeMone

y

PPC

SEO

Social

Email

Affiliate

Content

Conversion

Optimization

The Right Tactics


Long Sales Cycle

Short Sales Cycle

PPC

SEO

Social

Email

Affiliate

Content

Conversion

Optimization


RECAP

Recap


Common tactics & purpose SEO & PPC

▪ Site Visitors▪ Brand Awareness

Content Marketing▪ Site Visitors▪ Thought Leadership▪ Convert site visitors to

subscribers/leads Social Media

▪ Thought leadership▪ Build & nurture relationships

Email Marketing▪ Thought leadership▪ Build & nurture relationships▪ Convert subscribers to leads/sales

Affiliate Marketing▪ Harness power of others

Conversion Optimization▪ Test & do more of what works

How tactics interact Tactics that bring more traffic

cause enhanced SEO & email list growth

Then that brings more traffic…

Rinse, repeat

Factors to Consider▪ Time vs. Money▪ Short vs. Long Sales Cycle

Download this slide deck at

http://bit.ly/digitalmix2015

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