Online Marketing Workshop 2
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Savvy Marketing on a shoestring budget A workshop presented by Cidnee Stephen
Transcript of Online Marketing Workshop 2
Savvy Marketingon a shoestring budget
A workshop presented by
Cidnee Stephen
Survey Says…..
90% research and look for
products or services online
Trust what others say vs.
what you say
Entertainment’s #1 Medium
Source: Universal McCann Wave 6
Content Is King
“With social media
activities consuming
most of the time users
spend on the web,
brand websites are losing importance
across all age groups,
but particularly with
young users.”
Universal McCann Wave 6
How to Increase Traffic Online
Where to Begin
What are the tools
How do I use them?
Develop Your TOTAL Online Presence
Meet the stages• Content platform
• Organic SEO
• Email marketing
• Social media marketing
• Online advertising
• Mobile and location
• Analytics and conversion
Content platform
• Listen
• Research
• Write and Record
• Capture Leads
• Amplify
Content Platform
Listen & Research• Customers – Twitter Lists
• Brand Mentions – Social Mention
• Journalists – Google Alerts
• Influencers - Alltop
• Competitors – Twitter Search
• Industry – Quora Feeds
• Content – Google Reader
Write & Record
Content that Builds Trust
• Testimonials
• Social Media
• Reviews
Content That Educates
• E-Books or Guides
• FAQ’s• Success Stories• How-To Videos or
Webinars
Content for Google
• Keyword Rich
• Use in Headers
• Use in Picture Alt Tags
• Use Blog Software
• Contribute Often
Capture Leads• eBook, tip sheet, how to
• Filetype: pdf
• ESPs form tool
• Pop up – Pippity
Amplify
Re-tool – webinar to video to e-Book
Re-tweet – Twitter, Facebook, Linked In, etc
Re-distribute – Stumble Upon, Other Blogs,
Article Submission Sites
Organic SEO
• Listening
• Keywords
• Content
• Toolbox
• Backlinks
• Local
Listening revisited
• Compete
• Seomoz Toolbar
• KeywordSpy
SEO simplified
Local focus
• Local pages/content
• Local profiles – Google+Local
• Ratings and reviews
• Local groups – MeetUp, LinkedIn
Local search profiles
• Google Maps
• Yahoo Local
• Bing
• google.com/lbc
Social search profiles
• Yelp!
• Trip Advisor
• Urban Spoon
Email marketing
• ESP (email service provider)
• Lead capture
• Newsletter
• Campaigns
Email Marketing
ESP tools
• Form builders
• Autoresponders
• Segmented lists
• Click based actions
• Templates
• Events
• Social integration
ESP recommendations
• Constant Contact
• Aweber
• Infusionsoft
• MailChimp
Email plan• Use ESP list building tools
• Landing page/every page
• Create series/bait
• Consider attention grabbers
• Add newsletter
Social media marketing
• Strategy before tactics
• Google+, Facebook,
LinkedIn, Twitter
• Integration
• Toolbox
Social Media Marketing
Optimizing brand assets
• Images, audio, video
• Social profiles
• Local search
• Social search
• Online PR
Photos and Video
• Photos
Name, describe, alt in web pages
• Videos
Name, describe and tag
Social network profiles
Asset optimization
�Add Logo and or Picture
�Change colors to corporate
if possible
�Fill out all fields
�Customize where possible
�Ensure they are all consistent
Online PR and Profiles
• Online PR
Announcements, News
PitchEngine, PRWeb (social links)
• Profiles
Google+, social profile,
communities (brand optimized)
GoogleMaps, LinkedIn, BX
Online advertising
• Strategy before tactics
• Landing pages
• AdWords
Online Advertising
Income from digital advertising will increase by
40% between 2011 and 2015.
Within the next four years, online advertising
could soon overtake all other forms of
promotion.
Source: Pew
AdWords tips
• Beware of broad matching
• Use keyword rich headlines
• Consider “Remarketing”
• Review & Revise
Mobile and location
• Mobile friendly
• Mobile marketing
Mobile & Location
Mobile friendly web• Make Website
mobile friendly
• Responsive Theme
• Click to chat
• Map Location
Mobile ads• Call to action
• Google Mobile ads
• Facebook Mobile ads
• Yelp Mobile ads
“I have always wished for my computer to be as easy to use as my telephone; my wish has come true because I can no longer figure out how to use my telephone.
”― Bjarne Stroustrup
Analytics and conversion
• Basic analytics
• A/B testing
• Conversion tools
Analytics & Conversion
How do I convert
Online to Offline
(O20)
Use online to drive offline
• Free workshop
• Click to call/chat
• Schedule now
• Contest
• Directions
The Power of Landing Pages
• Call to Action
Time Sensitive
Special Offers
• Landing Pages
• Next Steps
Click Button
Call
Like
Conversion funnels• Create goal
• Build funnel
• Optimize landing pages
• Integrate A/B testing
• Measure and fix
How Do You Choose
Narrow your focus
Ideal customer
• Profitable
• Values
• Refers
Budget• Time
• Human Resources
• Money
Sample Promotion
Create a # tag (make sure not being used already)
Tweet Promotion include the # tag
Set up # tag in your listening post
Create Tweets for Partners
Encourage followers to use # tag - a penny off all items (or goes
to charity) for each time hash tag used in specific time period
Post on:
• Websites• Pinterest
• Flyers
• Signs,
Cards
• Till Receipts
For Immediate Release
Amazing Race comes to Wainwright?
Advertising
$100/week
Keywords
Wainwright EventsAmazing Race – Jan 5 & 6. Book
early
Also Try:
Alberta Events
Edmonton Area Events
Plus
• Newsletter
• Website
• Other Social Media channels
• Other Blogs
• Optimize with keywords
How Do I Get It Done
Managing The Beast
“Progress is made
by lazy men
looking for easier
ways to do things.
”Robert A. Heinlein
Document Your RoutinePOST DATE FB/LI/TW/
G+/Websites
You Tube
SlideShare
Flickr
PitchEngine
PR Web
Save Date x x x
Register x x x
Twitter contest x
General Info x x x x
Press Release x x
Register Deadline x x x
Meet the teams x x x x
Vote for teams x
Post Event Pics x x x
Winners &
Charity $ Amount
x x x
Save Next Date x x
Productivity Hacks
• Google Reader Shared to Twitter
• Blog post to Twitter/Facebook
• Twitter to blog
Dashboards
Hootsuite
Dashboards
iGoogle
“Doing more things
faster is no
substitute for doing
the right things.
”Stephen R. Covey
