Sonitrol Digital Marketing

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Sonitrol Digital Marketing. April 5, 2013. How can we cut through the noise, a nd make our digital marketing more profitable. 3 Things I Can’t Stand. Who Is This Guy?. University of Colorado – Marketing & Entrepreneurship Marketing for two successful web startups - PowerPoint PPT Presentation

Transcript of Sonitrol Digital Marketing

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Sonitrol Digital Marketing

April 5, 2013

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

How can we cut through the noise,and make our digital marketing more profitable.

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

3 Things I Can’t Stand

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Who Is This Guy?• University of Colorado – Marketing &

Entrepreneurship

• Marketing for two successful web startups

• Self-taught designer/developer – 9 years

• Founded Odd Dog Media in 2008

• Local Business Clients to Large Enterprise

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Web Marketing Ecosystem

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Selling more stuff to more peoplefor more money.

Web Marketing Ecosystem

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

If it’s not ultimately driving revenue, it’s a waste of time.

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

All roads lead to…

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

It has GOT to CONVERT

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Clear Calls to ActionAlways have a phone # available

Less is MoreA/B Testing

Mobile Compatible

When in doubt…measure!

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

But did it “market” to me?

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

What does it do?

Is this product/service for me?

Why is it better than the other one?

How much will it cost me?

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Focus on one sentence that describes what you do differently, your competitive advantage.

Place Industries above Features.

Add your phone # to the top.

Add customer logos & a testimonial.

Add a bold statistic. (in lead sentence?)

Add a pricing page (really a free quote) - menu

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Find ways to get their info.

5 new leads a day = 1,825/year5% close = 91 new customers

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Search EngineEmail

Social MediaNews/PR/Other Sites

Advertisement

How people get to your site.

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Looking for an area of opportunity

Make sure it has “purchase intent”

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 9810378% of Internet users conduct product research online.

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

“1 in 3 searches are Local”

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

1.8MSearches/month

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

720 Searches/month

In Seattle

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Local SEO Factors

Sonitrol Pacific Protective Systems

Standard Website 39/100 25/100

Location (in text) No No

Schema Google+, No Local Biz No

Local Keywords No Yes

Google Reviews 0 in Seattle 3

Social Stature ~500 followers ~100 followers

Internet Citations 185 208

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Benefits of Local SEO

Highly TargetedLow Competition

Simple to OptimizeTargets Mobile Devices

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

So what about the other trafficdrivers?

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Email is the lowest common denominator in online communication

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Rules of Email

1. Only email when it’s relevant / interesting2. Keep it short3. Always offer something that makes it worth their time4. Measure!

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Does Social Media have a role?

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

1.06 billions monthly active users on Facebook

250 million photos uploaded to Facebook

everyday175 million tweets sent

from Twitter every day in 2012

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

7 business drivers of social media marketing• Enhance Branding and Awareness• Protection your reputation• Enhance public relations• Build community• Enhance customer service• Facilitate research and development• Drive sales and leads

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Most Importantly

1. Helps enhance your SEO2. Gives you a targeted audience to tell about new content (blogs)3. Establishes you as an “Authority” on your subject4. Allows you to connect closer to customers. Business is just people.5. Less is more.

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

To Recap

1. Don’t forget conventional marketing.2. All roads lead to your website.3. Be sure your website markets & converts.4. People on search engines have purchase intent.5. Local SEO is a huge area of opportunity.6. Don’t forget about email.7. Social Media does have a role, but know its place.

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Questions

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Contact Me

adam@odddogmedia.com

@abroetje

Deck at: odddogmedia.com/sonitrol

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Old Spice Results

• The number one most viewed sponsored channel on YouTube• 236 million YouTube Views• 80,000 Twitter followers in 2 days• Facebook Interaction increased 800% with the personalized videos (Fans

now total over 1.5 million)• Sales figures increased by 107 %

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Dollar Shave Club

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

$9.8 Million in VC funding

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Why were these campaigns successful?

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Clear goals.

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

One last thing…

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Build your social media presence

• Buy YourName.com• Learn how to build a basic website using something like Wordpress – blogs

are great, but just an online resume will do.• Claim your name on all social networks – knowem.com• Know your privacy settings (especially on Facebook)• Google yourself• Create a professional online persona

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Christchurch, NZ, February 22, 2011

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

#mcdstories

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Woody Harrelson’s AMA

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

I swear this is a true story. I went to a high school in LA and you crashed our prom after party (Universal Hilton). You ended up taking the virginity of a girl named

Roseanna. You didn’t call her afterwards. She cried a lot. Do you remember any of this and can confirm or have you been so knee deep in hollywood pooty for so long that

this qualifies as a mere blip?

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103