Gravitate | Digital Marketing For Local Business
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The New Era of Digital Marketing Download Presentation @ http://gravit.co/dmpres By Matt Malone, July 2012
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A presentation about how to set up a successful digital marketing plan.
Transcript of Gravitate | Digital Marketing For Local Business
The New Era of Digital Marketing
Download Presentation @ http://gravit.co/dmpres
By Matt Malone, July 2012
2.4 Billion People on the Internet
They need to be able to find you too.
You need to be able to find your target consumer.
Competing on the Internet is Fierce!
In 1998, there were only 9,800 Google searches for the year.
Today it pushes 5 billion per day!
View real-time stats at http://www.worldometers.info/
Has EVERYONE Gone Social?
66% of all adults are connected to one or more social media platform.
Companies spent over $1.5 Billion marketing their social media sites in 2011.
Source and really cool infographic on this: http://mashable.com/2012/03/09/social-media-demographics/
The Google Rules
Stats via Silicon Valley Insider: http://gravit.co/8s
Focus marketing efforts toward Google. The rest will follow.
Meaning: If you rank well on Google you’ll do well in Bing & Yahoo too!
Organic Search Gets More Clicks
Focus your effort where the majority of clicks come from.
Click Thru Rate for Google Page 1
1. 18.2%2. 10.0%3. 7.2%4. 4.8%5. 3.1%6. 2.8%7. 1.9%8. 1.7%9. 1.5%10.1.0%
Resource: Slingshot SEO Study on CTR: http://gravit.co/92
Image via iheartwallstreet.com: http://gravit.co/wylie
Attention Business Owners
90% of online commercial searches result in offline brick and mortar purchases. Businesses have substituted the internet and local search for phone books and most print advertising. (comScore)
YOU CUSTOMERS
The Internet
Recipe of a Digital Marketing Pie?
Compe
titiv
e
Analy
sis
Search Engine Optimization
Content
Optimization
Social Media
Paid
Adverti
sing
Conversion Analysis
Strategic
Evaluation &
Consulting
Which components best speak to your target audience?
Tip: It takes more than just SEO.
Competitive Analysis
Compe
titiv
e
Analy
sis
• Identify ‘online’ competitors
• Identify key metrics (ranking factors)
• Compare how you stack up
Search Engine Optimization
Compe
titiv
e
Analy
sis
Search Engine Optimization
• Verify spiders can crawl your site. Include an updated XML sitemap and robots.txt.
• Make sure the internal link structure passes “link-juice” evenly throughout the site.
• Is it even indexed with Google?
• Do you have duplicate content, poor use of meta tags, or a spammy link profile?
Technical Term...seriously.
Content: Identify Topics, Copywriting & Optimizing
Compe
titiv
e
Analy
sis
Search Engine Optimization
Content
Optimization
• Verify content speaks to your unique consumer AND to search engines.
• Limit pages to just 1 or 2 topics.
• Make sure there is text on every page.
• Create a plan for ongoing, consistant page creation.
Building Relationships with Social Media
Compe
titiv
e
Analy
sis
Search Engine Optimization
Content
Optimization
Social Media
• Does it even make sense for you?
• Create content calendars and posting schedules.
• Promote EVERYTHING you do. New pages, new awards, company events, customer appreciation, etc.
Paid Advertising
Compe
titiv
e
Analy
sis
Search Engine Optimization
Content
Optimization
Social Media
Paid
Adverti
sing
• Organic competition is too stiff.
• Need results immediately.
• Brand validity is important to your company.
Optimize for Conversions
Compe
titiv
e
Analy
sis
Search Engine Optimization
Content
Optimization
Social Media
Paid
Adverti
sing
Conversion Analysis
• Track conversions, clicks, and sales funnel.
• Set up split testing to identify better calls to action.
Evaluate and Re-Strategize
Compe
titiv
e
Analy
sis
Search Engine Optimization
Content
Optimization
Social Media
Paid
Adverti
sing
Conversion Analysis
Strategic
Evaluation &
Consulting
• Study analytics and confirm what’s working.
• Provide recommendations
Formulating a Digital Plan
1. Understand your current online situation
Time to get REAL!
Compare Ranking Metrics
2. See how you measure up against your competition.
Twin Star vs
Columbiavs
On Pointvs
IQ C.U.vs
Lacamas
Ranking Factors Worth Comparing
1. Domain/Page Authority2. Canonicalization3. Number of Pages Indexed4. Page Speed Load Time5. Optimized Title Tags6. Optimized Image Alt Tags7. Semantic URL Structure8. Number of Outgoing Links9. Limited Topics per Page10. Number of Backlinks
10 Things to Look For(Not necessarily in this order.)
Resource: Google’s official guide to SEO. http://goo.gl/RNxlp
Other Ranking Considerations
Social Media and Website Rankings
Local Search Marketing
• Local Directories
• Google+ Local (formerly known as Google Places)
Resource: Google Places Ranking Factors via Search Engine Land: http://goo.gl/gxf4s
Questions?
