tying your online marketing strategy together

The 7-Step Plan to Digital Domination

Tying Your Online Marketing Strategy Together

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• Where are your customers looking for you?• What is your upside?• Where is your competitive opportunity?• Time vs. Money: where do you fall?_____________________________= Suggested plan of attack

What Are Your Best Digital Marketing Options?

• Where are your customers looking for you?• What is your upside?• Where is your competitive opportunity?• Time vs. Money: where do you fall?_____________________________= Suggested plan of attack

What Are Your Best Options?

Where are your customers looking for you?

Where are your customers looking for you?

Usually BEST OPPORTUNITYFOR BRICK-AND-MORTAR

STORES(also includes Mobile)

Where are your customers looking for you?

Usually BEST OPPORTUNITYFOR BRICK-AND-MORTAR

STORES(also includes Mobile)

…provided there areenough customers searching

in your area…

Consider starting with this survey…

An online version of this is at…

http://getlisted.org/marketing/

…and we do all the math for you

Survey Says… (getlisted.org/marketing)

When Is Organic NOT a Great Option?- If you can’t update your website in-house and don’t

have the budget to outsource itWhen Is Local/Mobile NOT a Great Option?- If very few people are searching in your area- Suburban locations- If you’ve moved or changed names

When Is Social NOT a Great Option?- If you don’t have someone to maintain your presence- If your industry is just not very social

• Where are your customers?• What is your upside?• Where is your competitive opportunity?• Time vs. Money: where do you fall?_____________________________= Suggested plan of attack

What Are Your Best Options?

Organic Search Upside• Is your website completely or predominantly in

Flash (or do you have a splash page)?• Do your Title Tags contain your keyword

targets?• Is your address and phone number in HTML

somewhere on your site?• How easy is it for you to change any/all of the

above?

What does your link profile look like compared to your competitors? (opensiteexplorer.org)

Are there low-hanging links you can request from:- Business groups- Neighborhood organizations- Charities you’re involved in- Distributors or wholesalers

Do you have time to brainstorm and ask for all of these yourself?

Organic Search Upside

Have you claimed your Tier 1 Citations with proper category usage, photos, and website information?

Have you begun to engage your customers in the review process yet?

Local Search Upside

Are your customers asking you to engage with them on social media?

Are you relatively social in the offline world?

Are there lots of other (non-competitive) businesses to network with online?

Social Media Upside

• Where are your customers?• What is your upside?• Where is your competitive opportunity?• Time vs. Money: where do you fall?_____________________________= Suggested plan of attack

What Are Your Best Options?

Where Is Your Competitive Opportunity?

• Where are your customers?• What is your upside?• Where is your competitive opportunity?• Time vs. Money: where do you fall?_____________________________= Suggested plan of attack

What Are Your Best Options?

“How much can I realistically do on my own?”

“How much can I realistically spend if it doesn’t work?”

Time vs. Money

Decide what you are comfortable with.

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Time vs. Money

It’s OK to say “I’m not ready.”

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Time vs. Money

“I need help.”

Local / Organic / SocialOptions

An online version of this is at…http://getlisted.org/options/

Hire a professional where you have:1) the most upside2) the biggest competitive

opportunity

DIY vs Hiring a Professional

Do It Yourself where you have:1) no budget2) lots of time

Doing It Yourself

No Brainers1) no budget2) not much time

No-Brainers: Local Search

• Claim your Tier 1 Citations with proper category usage, photos, and website information

No-Brainers: Organic Search

• Have You Installed Google Analytics?• Have You Registered with Google

Webmaster Central?

No-Brainers: Social Media

• Claim your Twitter & Facebook profiles (even if you don’t use them)

No-Brainers: Social Media PrioritiesIf “not much time”

• Comment on other blogs instead of starting your own

• Build credibility in Q&A forums• Facebook Ads can be a terrific option

Doing It Yourself: More Time

Hire a professional where you have:1) the most upside2) the biggest competitive

opportunity

DIY vs Hiring a Professional

Do It Yourself where you have:1) no budget2) lots of time

most upside

biggest competitive opportunity

Hiring a Professional

“Do I want a road map or a chauffeur?”– SEO & Social Media is typically an ongoing

process rather than “set it and forget it.”

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Your Suggested To-Do List

Important Slide Coming Up!

The 7-Step Plan to Digital Domination

1) Take survey at getlisted.org/marketing2) Complete Online Presence Audit (handout)3) Determine your biggest upside4) Assess Your Competition (handout)5) Determine your biggest competitive opportunity6) Visit getlisted.org/options for Time vs. Money7) Decide what to do yourself vs. outsource• Complete first three months of Roadmap for

no-brainers (handout)

Time vs Money

UpsideCompetitiveOpportunity

DIGITALDOMINATION!

Stay Informed

• SearchEngineLand.com• Localu.org/blog• Blumenthals.com/blog• Marybowling.com• Searchinfluence.com/blog• Niftymarketing.com/blog

•SmallBusinessSEM.com

•Seomoz.org/blog

•Sixthmanmarketing.com/blog

•SmallBizTrends.com

•GetListed.org/resources

Localu.org/phillysurvey