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7 Stages of a Total Online Presence

John JantschDuct Tape Marketing@ducttape | #dtmTOP

@ducttape | #dtmTOP

Meet the stages• Content platform• Organic SEO• Email marketing• Social media marketing• Online advertising• Mobile and location• Analytics and conversion

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Content platform• Listening• Research• Blogging• Lead capture• Landing pages• Amplify

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Listening• Customers – Twitter Lists• Journalists – Google Alerts• Influencers - Alltop• Competitors – Twitter Search• Industry – Quora Feeds• Blogs – Google Reader

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Publishing• Body of work• Chapters/repurpose• Plugins• Related content• Sociable• SEO from Yoast

• Amplify

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Lead capture• eBook, tip sheet, how to• Filetype: pdf• ESPs form tool• Pop up – Pippity • Feature - WPTheme

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Landing pages anatomy

• Headline• Image/video• Bullet benefits• Capture• Call to action• Trust

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Organic SEO• Listening• Keywords• Factors• Toolbox• Backlinks• Local

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SEO in 3 steps1. Research2. Optimize3. Network

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Listening revisited• Compete• Seomoz Toolbar• KeywordSpy• SEO Book• SearchStatus• SpyFu

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Connect - links and social • Great content• Network• Share OPC• Guest content• Comment• Social profiles• Press releases

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Local focus• Local pages/content• Local profiles – Google+Local• Local citations – getlisted.org, UBL• Ratings and reviews• Local groups – MeetUp, LinkedIn

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Email marketing• ESP• Lead capture• Newsletter• Campaigns

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ESP tools• Form builders• Autoresponders• Segmented lists• Click based actions• Templates• Events• Social integration

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ESP recommendations• Aweber• Infusionsoft• MailChimp• Constant Contact• Vertical Response

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List building tips• Useful, valuable, easy• Address privacy• Show samples, sell it• Use advertising FB/Solo swap• Feature box/smart pop up• Cobranded content• Thank you page trade

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Email plan• Use ESP list building tools• Landing page/every page• Create series/bait• Consider attention grabbers• Integrate• Promote your bait• Add newsletter

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Social media marketing• Strategy before tactics• Google+, Facebook,

LinkedIn, Twitter• Integration• Toolbox

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Why social media?• Follow up with prospects• Stay top of mind with customers• Keep up on your industry• Provide customer service• Develop partner network

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The networks• LinkedIn• Facebook• Google+• Twitter

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Google+ Best Practices• Build a full profile• Claim your +Local (Place) page• Promote with “+1” button• Focus on small Circles• Use images and videos• Comment with +name• Hangouts on Air (YouTube)

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Some to watch• Pinterest• The Fancy• Slideshare• Instagram

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Toolbox• Tweetdeck• Google Reeder• Buffer• Sociable plugin

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Online advertising• Strategy before tactics• Landing pages• AdWords basics• AdWords advanced• Online to Offline

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PPC Basics• Testing conversion for pennies• Ads, keywords, landing pages = quality• Keyword bidding - 7500• Search and content network• Geography• Multiple ads• Budget

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AdWords tips• Beware of broad matching• Sit out Content Network for now• Use narrow ad groups• Define Your “Negative” Keywords• Consider “Remarketing”

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Alternative networks• Reddit ads – www.reddit.com/ad_inq• YouTube Video Targeting –

www.youtube.com/t/advertising_video_targeting• StumbleUpon Paid Discovery –

www.stumbleupon.com/pd/

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Mobile and location• Mobile now• Mobile future• Location service

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Mobile friendly web• WPTouchPro• Responsive Theme• goMobi• Emulator

howtogomo.com• Click to chat

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Mobile ads• Call to action• Google Mobile ads• Facebook Mobile ads• Yelp Mobile ads• Mobile messaging

CallFire, Trumpia • Short codes

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Analytics and conversion• Basic analytics• Conversion funnels• A/B testing• Engagement tools• Conversion tools

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Analytics set-up• Google.com/analytics• Create account• Install code (Admin/Tracking Info)

• Integrate• AdWords• Webmaster Tools

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Conversion funnels• Create goals - Admin• Build funnel• Optimize landing pages• Integrate A/B testing• Experiments

• Measure and fix

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Conversion tools• Avinash Kaushik (kaushik.net)• fivesecondtest.com• ClickTale• 4Q survey tool• UserTesting.com

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Total Online PresenceProgram overview

• 6 live lessons• Complete online portal• Resources/action plans• Real time updates• Live QandA• www.ducttapemarketing.com/total-online-presence-beta