a survival guide for the overwhelmed online marketer
DESCRIPTION
There is so much required to run a successful web marketing campaign, we often don't know where to start. A good web marketing strategy requires a P.L.A.N.: Priorities: Basic Survival Strategies Landscape: Web Marketing Facts and Fiction Action: Optimization Tools and Tactics Navigation: Maintaining a Healthy Web Presence Each section will provide tips, tools and techniques you need to be effective at online marketing without becoming overwhelmed.TRANSCRIPT
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@StoneyDStoney G deGeyter
@polepositionmkg
SURVIVAL GUIDE
A
FOR THEOVERWHELMED
ONLINE MARKETER
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Online survival requires a P.L.A.N.INTRODUCTION
PPriorities
Basic Survival Strategies
LLandscape
Web Marketing
Facts & Fiction
AAction
Optimization Tools & Tactics
NNavigation
Maintaining a Healthy Web
Presence
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@StoneyDStoney G deGeyter
@polepositionmkg
PRIORITIES: BASIC SURVIVAL STRATEGIES
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
QuickVictories
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Pay-per-clickPRIORITIES: QUICK VICTORIES
Absolute control
Guaranteed profit (if done correctly)
Greater reach than search
Ability to test marketing messages
Landing page/keyword testing
Pros You have to pay for clicks
Requires constant attention
Always changing
Cons
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Extremely granular targeting capabilities
More flexibility with ad creative
More flexibility with offers
Reaches interested prospects
Pros Alienate customers if not done correctly
Must monitor ad placement regularly
More complex set up and optimization
More effort required over search
Cons
Remarketing campaignsPRIORITIES: QUICK VICTORIES
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Impacts usability and SEO
Improves conversion rates
Pros
May require technical assistance
May require drastic site reworking
Cons
Website architecturePRIORITIES: QUICK VICTORIES
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
OptimizationEssentials
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Keyword research
Core Terms
PRIORITIES: OPTIMIZATION ESSENTIALS
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Titles & tagsPRIORITIES: OPTIMIZATION ESSENTIALS
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Content and linksPRIORITIES: OPTIMIZATION ESSENTIALS
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Navigation architecture
Streamline Choices
PRIORITIES: OPTIMIZATION ESSENTIALS
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Authority building
Social Media
PRIORITIES: OPTIMIZATION ESSENTIALS
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
UserExperience
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Site navigation
Don’t hide your products or services…
behind the click.
PRIORITIES: USER EXPERIENCE
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Conversion optimization
Best Practice
s
Multivariate
Testing
PRIORITIES: USER EXPERIENCE
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Voice
Humorous Whimsical Serious
Snarky Down to earth
Thoughtful Brutally honest Flowery
PRIORITIES: USER EXPERIENCE
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
GoingLocal
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Local & mobile optimization
25% of small business have zero presencein local search resultshttp://www.marketingpilgrim.com/2014/08/25-of-small-business-have-zero-presence-in-local-search-results-infographic.html
Mobile devices account for 50% of paid search clicks by December 2015
http://searchenginewatch.com/article/2335995/Mobile-Devices-to-Account-for-50-of-Paid-Search-Clicks-by-December-2015-Study
PRIORITIES: GOING LOCAL
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
On-page signals
Site Authority
LocalKeyword
Usage
No LocationSpamming
City Targeted
Pages
PRIORITIES: GOING LOCAL
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
3rd party signals
Business proximity to city
Searcher proximity to business
Consistency of external citations
PRIORITIES: GOING LOCAL
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Reviews
Velocity of
Reviews
Keywords in Reviews Diversity
of Review Sites
Location in Reviews
Reviewer Authority
PRIORITIES: GOING LOCAL
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Interaction &Authority Building
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Social media
Google+
PRIORITIES: INTERACTION & AUTHORITY BUILDING
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Reputation management
Social
Blogs
Links
PRIORITIES: INTERACTION & AUTHORITY BUILDING
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Content strategy
Workshops
Webinars
Videos
Ebooks
Whitepapers
Tools
Blogs
PRIORITIES: INTERACTION & AUTHORITY BUILDING
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@StoneyDStoney G deGeyter
@polepositionmkg
LANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
All I need is SEOLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
SEO is dead or dyingLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
SEO is unaffordableLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
SEO destroys usabilityLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
SEO is ITLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
There are magic SEO solutionsLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
I have to submit to GoogleLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Meta tags improve rankingsLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Rankings happen overnightLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
I need #1 rankingsLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
All I need is social mediaLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Social media is a massive productivity killerLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Social media directly impacts rankingsLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Guest posting is badLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
All I need is content marketingLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
I just need more contentLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Your content is already awesomeLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
All I need is more linksLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Links don’t matter anymoreLANDSCAPE: WEB MARKETING FACTS & FICTION
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
PPC improves rankingsLANDSCAPE: WEB MARKETING FACTS & FICTION
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@StoneyDStoney G deGeyter
@polepositionmkg
ACTION: OPTIMIZATION TOOLS & TACTICS
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Keyword research
What words do your customers use to
communicate their needs?
ACTION: OPTIMIZATION TOOLS AND TACTICS
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Website analytics
Answer questions about how customers
use your website.
ACTION: OPTIMIZATION TOOLS AND TACTICS
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
On-page optimizationACTION: OPTIMIZATION TOOLS AND TACTICS
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Site architectureACTION: OPTIMIZATION TOOLS AND TACTICS
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
ListeningACTION: OPTIMIZATION TOOLS AND TACTICS
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Promotion toolsACTION: OPTIMIZATION TOOLS AND TACTICS
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Conversion toolsACTION: OPTIMIZATION TOOLS AND TACTICS
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@StoneyDStoney G deGeyter
@polepositionmkg
NAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Penguin algorithm & penaltiesNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE
LinksNon-
Organic
Over-Used Anchor Text
Excessive Internal Linking
Junk Sites
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Panda algorithm & penaltiesNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE
Content
Content Value
Keyword Stuffing
Guest Posts
Duplicate Content
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Hummingbird algorithmNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE
Query Match
Topical
Quality
De-emphasized Keywords
Authority
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Over-optimizationNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Manual action noticesNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Getting out of a penaltyNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE
Clean it up andresubmit.
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Staying out of a penaltyNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Regular architecture checksNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Ongoing optimization of new keywordsNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Active social maintenanceNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Ongoing content strategyNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Stay educatedNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE
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@StoneyDStoney G deGeyter
@polepositionmkg
MOVEMENT IS LIFE
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
Web marketing never stopsCONCLUSION
There is always something more to do.
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A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu
WebMarketingChecklist.com
Thank You!