effective digital marketing -...

Effective Digital MarketingFive State Manufactured Housing Convention

Chris Prendergast

CHRISPRENDERGASTPartner & Chief Strategy Officer

Certified Web Analyst

twitter.com/chrisprender

Your digital presence is your best sales tool.

LET’S GETEXCITED

WebsiteExperience

AGENDA

Search Marketing

Other Digital Channels

WEBSITE EXPERIENCE

WEBSITEEXPERIENCE

● Mobile-Friendly Sites● Fast Page Speed● Writing for the Web● Calls-to-Action● Measuring UX

MOBILE-FRIENDLY WEBSITES

Your website visitors are on their phones already.

What is their experience?

40% of consumers will leave a page that takes longer than

three seconds to load.

FAST-LOADING WEBSITES

One of the best UX investments you can make is in a faster website.

WebPageTest.org

WRITING FOR THE WEB

Good web writing uses:● Simple language● Headings &

subheadings● List-based content

CALLS-TO-ACTION

What is the next step you want your users to take?

Give users a conversion path on every page.

CALLS-TO-ACTION

What is the next step you want your users to take?

Give users a conversion path on every page.

MEASURING USER EXPERIENCE

Google Analytics is a free tool to measure user experience.

Data is only meaningful if you are tracking toward business goals.

SEARCH MARKETING

● Search Basics● SEO Ranking Factors● Local Business

Listings● Paid Search

Marketing

SEARCHMARKETING

SEARCH RESULTS

Three chances to rank: Paid Search, Map Listings, or Organic Listings.

Work hard to slowly increase rankings—or just buy your way to the top.

SEO RANKING FACTORS

● Website Content● Technical SEO● Backlinks● Usability

USEFUL, UNIQUE CONTENT

Write content that matches what users are looking for.

Keywords are good, but solving problems is better.

TECHNICAL SEO

How well can search engines access your site?

Minimize broken pages, minimize redirects, make your pages fast.

Screaming Frog SEO

BACKLINKS

An outside link is an endorsement.

What other sites (quantity and quality) are endorsing your site with backlinks?

Ahrefs.com

LOCAL LISTINGS

#1 most important: Claim and fill out your Google My Business listing.

After that, work to complete other listings.

Moz.com/Local

PAID SEARCH

Pay your way to the top! (Pay-per-click)

Make sure you can track the return on your spend.

Double-check keywords, geography targeting.

OTHER DIGITAL CHANNELS

DIGITALCHANNELS ● Email Marketing

● Social Media● Display Advertising

EMAIL MARKETING

Good for:● Repeat purchases● Slow sales cycles

Only makes sense if you have an email list, or have the budget to grow one.

SOCIAL MEDIA

“Free” audience isn’t really free any more.

You don’t have to be on social media. But if you are, make sure you are tracking the time investment.

DISPLAY ADVERTISING

Modern-day equivalent of billboard advertising.

New targeting can focus on “conversion goals”, new tracking can measure offline interactions.

THANK YOU!

twitter.com/chrisprender

chris@clickrain.com

605.275.6010

www.clickrain.com