building audience & influence on a budget
DESCRIPTION
Learn how to identify and build your audience on a startup budget. - How to find long tail keyword opportunities - Budget a PC campaign - Select a social media posting style - Target influencers in your verticalTRANSCRIPT
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Building Audience & Influence on a Budget
@eric3000
@eric3000
Where You Can Find Today’s Slides
http://www.bit.ly/emetelka
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I'm Eric Metelka, founder of Full Stack Marketing, a full featured digital marketing consulting firm for startups. I am a former management consultant and the former digital marketing manager at BestVendor.
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My Goals for Today
You know how find long tail keyword opportunities
You can budget a PPC campaign and know your CAC
You understand your social media posting style
You are able to target influencers in your vertical
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What I Am Going to Cover
☐ Building Audience – 20 mins
☐ Building Influence – 20 mins
☐ Questions – 10 mins
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Building Audience with Search
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How Google Works
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How Google Works
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Paid vs. Free Media
Paid Media~10% of TRAFFIC
Free Media~90% of TRAFFIC
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ONLY 18% OF CLICKS GO HERE
82% GO HERE
Paid vs. Free Search
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Keyword Strategy
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Adwords Keyword Tool
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Google Instant Search
www.soovle.com
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Competitors’ Keywords
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How to Budget
Monthly Sales = CPC × Daily Clicks × Conversion × Price × 30
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How to Budget
Monthly Sales = CPC × Daily Clicks × Conversion × Price × 30
Daily Budget
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Budget Example
1. What is your sales goal? $10k/month
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Budget Example
1. What is your sales goal? $10k/month
2. What is avg price of item? $100
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Budget Example
1. What is your sales goal? $10k/month
2. What is avg price of item? $100
3. What is avg CPC? $1
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Estimating CPC
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Budget Example
1. What is your sales goal? $10k/month
2. What is avg price of item? $100
3. What is avg CPC? $1
4. What is conversion %? 10%
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Estimating Conversion
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Budget Example
1. What is your sales goal? $10k/month
2. What is avg price of item? $100
3. What is avg CPC? $1
4. What is conversion %? 10%
Daily Clicks = ?
Daily Budget = ?
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Budget Example
1. What is your sales goal? $10k/month
2. What is avg price of item? $100
3. What is avg CPC? $1
4. What is conversion %? 10%
Daily Clicks = 33.33
Daily Budget = $33.33
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Should You Use SEM?
CPC < Price * Conversion % ?
Consider Paid Advertising Consider Other Tactics
Yes No
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Paid? Exclude Negative Keywords
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Organic? On-Page Optimization Checklist
• Keyword in Title• Keyword in Heading (h1)• Good use of keyword in content• AVOID KEYWORD STUFFING
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Building Influence with Social Media
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Audience Targeting
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Social Media Communication Guidelines
• Helpful• Useful• Timely• Informative• Relevant• Practical• Actionable• Generous
• Credible• Brief• Entertaining• Fun• Occasionally funny
Posts and tweets should have as many of these attributes as possible
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Engaging
Listening
CreatingSharing
CuratorThe brand surfaces and shares the most interesting content shared by its audience who appreciates the chance to reach a large audience
TastemakerThe brand creates engaging content that dictates trends to its fans and a
broader audience
ConversationalistThe brand is great at conversing with its audience which is looking for two-
way communication and customer service
ExplorerThe brand is experimenting with
ways to interact with its audience by seeing what content creates
engagement
Social Media Brand Personality Matrix
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Posting Goals
Post for Click-Through
A headline that makes people want to know more
Post for SharingA headline with a complete
informative thought
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Where Is My Audience?
• Form hypotheses of possible targets• Find the smallest community of a target
and engage with them
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Who Follows Your Competitors
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Sort by Authority
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How to Measure Authority
• Number of followers• Number of retweets• Klout score• Kred score
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Double-Sort by Retweets of Others
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Example: Kate Spade
• Facebook• Twitter• Tumblr• Pinterest• Blog
LIFESTYLE BRAND
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Embrace Each Platform
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Keep Design Consistent
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Keep Design Consistent
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Don’t Just Share Your Own Stuff
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Questions?
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Digital Marketing Reading List
Kissmetrics Blog -http://blog.kissmetrics.com/ Andrew Chen – http://andrewchen.co Rand Fishkin – http://moz.com/rand SEOMoz blog – http://SEOmoz.org/blog Inbound – http://inbound.org Conversion Rate Experts -
http://www.conversion-rate-experts.com/blog/ Slideshare - http://www.slideshare.net/
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Email: [email protected]
Twitter: @eric3000
LinkedIn: /in/emetelka
Facebook: /e.metelka
Download Slides: www.slideshare.net/emetelka/
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http://bit.ly/ericfeedback