digital media overview
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EDGE Digital Media Overview
November 15, 2012
11/14/2012 2
How It Got Started
• It seemed like a good idea…
• Great added value service
• Built out the Internal Marketing Dept. 2006 - 2009
• Hired great people
• Clients started to inquire
• Launched Marketing Services Group in February 2009
INTRODUCTION
• Website Design
• Search Engine Optimization
• Paid Search
• Email Marketing
• Mobile
• Social Media
AGENDA
OVERVIEW
Inbound Marketing: The Basics • Creating content that your clients/prospects will
seek out rather than pushing your message onto them
• Content that your clients highly value • Make your firm and your content easy to find • Can work harder and longer than outbound
marketing • Less hard costs • Trackable and detailed ROI
• Setting Website Goals and Objectives
• Website Tracking
• Generating Leads
WEBSITE
What Are The Marketing Goals and Objectives Of Your Website? • Establish a web presence/credibility?
• Promote your brand?
• Act as a resource to your customers?
• Generate leads for your business?
• Sell your product online?
WEBSITE GOALS
GOAL: Establish a Web Presence/Credibility • People are Googling your company
• What do they find when they get to your website?
First impression
Establishing a web presence allows you to control this message
• Can be done at a relatively low cost using a template layout
• Functions as a “cyber-brochure”
WEBSITE GOALS
GOAL: Establish a Web Presence/Credibility
WEBSITE GOALS
• Basic overview information • No call to actions • No interaction • No resource information • No lead generation or tracking
GOAL: Promote Your Brand • First interaction with your brand
A branded website allows you to control the look and feel that your clients and prospects encounter
• Allows you to differentiate their web experience from your competitors’
• Likely to require custom design and coding
WEBSITE GOALS
GOAL: Promote Your Brand
WEBSITE GOALS
GOAL: Act as a Resource • Clients and prospects are looking for answers to their questions online
Can you be the answer?
• Become visible in search engines for questions your clients are asking
• Have visitors return to your site over and over
• Requires a significant time investment to create content
WEBSITE GOALS
GOAL: Act as a Resource
• 16% of Google searches are performed for the first time
WEBSITE GOALS
GOAL: Act as a Resource
WEBSITE GOALS
GOAL: Generate Leads For Your Business • Attracting hundreds or thousands of visitors is great, but do you know how
to get in touch with them?
Collect lead details by using offers
• Create relevant content that your visitors find valuable, and they will give you contact information in exchange.
• Time must be invested to create content that your visitors will value highly.
WEBSITE GOALS
GOAL: Generate Leads For Your Business
WEBSITE GOALS
GOAL: Generate Leads For Your Business
WEBSITE GOALS
GOAL: Sell Your Product Online • Whether you are selling products direct, or driving customers to
distributors, you want to make it easy to buy your product.
• Popular options include PayPal or Google Checkout
• These third-party services charge a fee per-transaction
WEBSITE GOALS
GOAL: Sell Your Product Online
WEBSITE GOALS
GOAL: Sell Your Product Online
WEBSITE GOALS
How Are You Measuring the Success of Your Website? • Number of visitors?
• Search visibility?
• Quality of visitors?
• Number of leads?
• Number of sales?
WEBSITE TRACKING
Google Analytics • In order to start tracking, you need an
analytics program
• Google Analytics is free and easy to use
• http://www.google.com/analytics/
• Install tracking code and you can be up and running in minutes
WEBSITE TRACKING
Google Analytics Overview
WEBSITE TRACKING
WEBSITE TRACKING
Google Analytics Overview
Location
WEBSITE TRACKING
Browser & Operating Systems
WEBSITE TRACKING
Devices
WEBSITE TRACKING
Organic Search
WEBSITE TRACKING
Social Sources
WEBSITE TRACKING
Site Content
WEBSITE TRACKING
In-Page Analytics
WEBSITE TRACKING
Goals Overview
WEBSITE TRACKING
Online Lead Generation Tactics
• Contact form
• Request A Quote
• Ask an Expert
• Mailing list
• “Premium” download
• Webinar/event
LEAD GENERATION
Contact Form • Base model
• Requires almost no effort from site owner
• Low lead generation
LEAD GENERATION
LEAD GENERATION
Request a Quote • Gather data sales team needs
to qualify prospect
Ask an Expert • Answer direct questions from customers
• Requires technical expertise & monitoring
• Timely response
• Dedicated
• Provides direct interaction with your prospects and customers
• Positions you as Industry expert/leader/authority in your market
LEAD GENERATION
Mailing List • Sign up for information
• Typically a e-newsletter
• Need to create and provide information
• Dedication (i.e., quarterly, monthly weekly, etc.)
LEAD GENERATION
Premium Download LEAD GENERATION
Webinar/Event
LEAD GENERATION
Lead Follow-Up • Someone MUST own this
• Create process and follow it
• Personal contact
E-mail, phone call, add to e-newsletter, invite to event, etc.
• Add to marketing communications (i.e., e-newsletter, e-blasts, etc.)
• Keep-in-touch program
LEAD GENERATION
• Goals and Objectives
• Tracking
• Leads
• Questions?
WEBSITE SUMMARY
• Paid vs. Organic Search
• Keyword Research
• On-Page Optimization
• Links
SEARCH ENGINE
OPTIMIZATION
PAID VS. ORGANIC
Does Anyone Click On Paid? • Depends on the search
Survey Released in August 2012: • 1.4 billion searches conducted by 28 million UK citizens in June 2011
• Overall 94% for organic to 6% for paid
• However…
PAID VS. ORGANIC
November 14, 2012 © 2012 Skoda Minotti
PAID VS. ORGANIC
Source: Wordstream.com
November 14, 2012 © 2012 Skoda Minotti
PAID VS. ORGANIC
Source: Wordstream.com
KEYWORD RESEARCH
• Google Keyword Tool – https://adwords.google.com/o/KeywordTool
• Determine search volume
• Find related keywords
• Generate new ideas
KEYWORD RESEARCH
KEYWORD RESEARCH
PAGE TITLES
HEADLINES
META DESCRIPTIONS
LINKS
Find sites that currently link to you: www.google.com/webmasters/tools/
Find New Link Partners • Partners/vendors
• Trade associations
• Community organizations
• Local Chambers of Commerce
• Better Business Bureau
• College/Universities (recruiting)
LINK BUILDING
• Paid vs. Organic
• Keyword Research
• On-Page Optimization
• Links
• Questions?
SEO SUMMARY
• Keyword Research and Selection
• Budget
• Ad Creation
• Measurement and Management
PAID SEARCH
KEYWORD RESEARCH
BUDGET
https://adwords.google.com/o/TrafficEstimator
AD CREATION
Ad Creation
• Create Ad Groups for different target audiences/objectives
• Create multiple variations within each Ad Group
• Make sure each ad leads to a landing page
• Test ad variations to see which performs the best
Within AdWords
MEASUREMENT
MEASUREMENT
Within AdWords
• Search Network/Display Network
• Device: Desktop/Tablet/Mobile
• Location
• Language
• Manual/Auto Bidding
• Scheduling
MANAGEMENT
Keyword Research and Selection
• Keyword Research
• Budget
• Ad Creation
• Measurement & Management
• Questions?
PAID SEARCH SUMMARY
• List Building
• Email Service Providers
• Content
• Measurement
Never Purchase An Email List • Build organically through clients and
contacts
• Develop process for adding new contacts to the list
• Promote signup in email signature, on website, social media, etc.
LIST BUILDING
Website Signup
LIST BUILDING
EMAIL SERVICE PROVIDER
Find your ESP: www.marketingsherpa.com/page/espinator
MailChimp
ExactTarget
Constant Contact
• Company news
• Industry news
• New offers/specials/discounts
• Q&A
• Team member profile
• Call-to-action (CTA)
• Surveys
• Etc.
CONTENT
CONTENT
MEASUREMENT
Send Stats • Open Rate
• Click Rate
• Unsubscribes
• Bounce Rate
• Popular Links
Industry Stats - http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/
MEASUREMENT
Individual Tracking
MEASUREMENT
• List Building
• Email Service Providers
• Content
• Measurement
• Questions?
SUMMARY
• Mobile Optimized Content
• QR Codes
• Is Mobile Right for You?
MOBILE
MOBILE OPTIMIZED Not Optimized Optimized
QR CODES
• What are your goals and objectives?
• Do you have mobile-optimized content to promote?
• Is your audience mobile?
IS IT RIGHT FOR YOU?
• Mobile Optimized Content
• QR Codes
• Is it Right for You?
• Questions?
MOBILE SUMMARY
• Blog
• Google Plus
• YouTube
SOCIAL MEDIA
• Blog Layout
• Content Generation
• Blog Platform
• Attracting Traffic
• Measurement
BLOG
BLOG
BLOG
Content Generation • Industry News/Opinion
Content Curation Sites (I.E., Scoopit.Com)
• Q&A From Customers
• Company News
• Guest Blogs
• Repurposed Content From Other Platforms
• Etc.
Blog Platform
BLOG
WordPress
Blog.com
Blogger
Attracting Traffic • Search Engine Optimization
• Website
• E-blast/E-newsletters/E-mail signatures
• Social Media
BLOG
Measurement
BLOG
• Individual Page
• Place Page
• Facebook Ads
Individual vs. Place Pages
Facebook Ads
Facebook Ads
• Individual Page
• Business Page
• Twitter Ads
Individual/Business Page
Twitter Ads
• Individual Page
• Author Profile
• Business Page
GOOGLE PLUS
Individual Page
GOOGLE PLUS
GOOGLE PLUS
Author Profile
GOOGLE PLUS
Business Page
GOOGLE PLUS
Business Page
• Content Generation
• Company Channel
• Measurement
YOUTUBE
Content Generation • Product videos
• “How-to”
• Customer Q&A
• Testimonials
• Industry relevant
• Etc.
YOUTUBE
Company Channel
YOUTUBE
Measurement
YOUTUBE
• Google Plus
• YouTube
• Blog
• Questions?
SUMMARY
THANK YOU!
Jonathan Ebenstein Managing Director, Marketing Services
Phone - (440) 449-6800 x7231 Email - jebenstein@skodaminotti.com
Bob Goricki Online Marketing Manager
Phone - (440) 449-6800 x7234 Email - bgoricki@skodaminotti.com
Download slides at: http://www.slideshare.net/skodaminotti/ Request a free website report card:
http://marketing.skodaminotti.com/web-design-consultation/
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