building your business with digital marketing
TRANSCRIPT
Marketing Your
Company: On and
Off the Web.
Dan Salganik
About You
Introductions:
• What is your name?
• What Type of Business Do You Run?
• How Long Have You Run This Business?
• Current Marketing Challenges?
Let’s Talk
#Digital.
What is
Digital
Strategy?Digital strategy is the process of identifying, articulating and executing on digital opportunities that will increase your organization’s competitive advantage.
BUT YOU CAN’T REALLY DEFINE IT LIKE THAT…
Digital strategy is...complicated.
• It is design, SEO, social media, sharing, blogging, inbound linking, outbound linking, user experience, user interface, CTA’s, conversion, $$, meta, beta, data, usage, speed, marketing, tags, hashtags, videos, images, cats…and a whole lot more…
The first thing I always tell my clients is…
That the most important aspect of building a successful business is knowing your demographic.
Male, 20-35, $75k-$100k/year income, urban dweller IS NOT KNOWING YOUR DEMOGRAPHIC.
GROUP QUESTION
What is the demographic of your
company’s ideal customer? Why?
Let’s discuss the best way to get
YOUR message to THEM.
Which Social Media(s) Should I Use?
More importantly, what is your customer like? How do you reach them?
That’s the true question.
HOW DO YOU BUILD A BRAND?
A BRAND is not only…
• A logo
• An identity
• A product
A BRAND is…
A person’s gut
feeling about your
company.
A
BRAND
IS EMOTIONAL.
A Voice For Your Brand:
Consistency in your brand:
Case Study:
Consistency? Creating A Community For Travelers.
Airbnb: Creating A Community For Travelers
Airbnb: Pushing You To Explore
Airbnb: Making Traveling Personal
YOUR WEBSITE SHOULD TELL YOUR STORY.
LET’S GET INTO WEB
DESIGN.
Your website should be clean, easy to navigate, and visually appealing.
LET’S GET INTO WEB DESIGN.
Modern Web Design Includes:| Storytelling and Interaction |
| High Quality Photography and Imagery|| Simple Design|
| User-Friendly and Easy User-Experience || Large and Easy to Read Typography |
| Speed and Performance || Mobile Friendly |
| A Well Written Blog || Strong Calls To Action |
|Unique Style |
LET’S GET INTO BLOG
COntent.
Your blog content should be interesting, unique, enticing, and appeal to your users/customers.
LET’S GET INTO Blog
CONTENT.
Blog Content Should Include:| Content is King |
| High Quality Photography and Imagery|| Don’t Hire A Bad Writer (or cheap out)|
| Unique Titles | | Understand Your Target Audience|
| Easy to Read Fonts|| Update Constantly |
| Never Plagiarize || Stay Human (tone of voice) |
LET’S GET INTO E-
COMMERCE Businesses.
Your ecommerce website should provide users with unique products, easy navigation, and fast payment processing.
LET’S GET INTO E-COMMERCE
Businesses.
E-commerce Businesses Should Include:| Know Your Customer|
| High Quality Photography and Imagery || Show Your Top-Selling Products on Home Page |
| Fast and Easy Payment Processing| |Simple Calls To Actions|
| Utilize Social Media|| Update Constantly |
| Optimize Your Images|| Shipping and Return Policies|
ANALYTICS
+
SEO
Google Analytics- What To Measure.
AUDIENCE
LOCATION
Google Analytics- What To Measure.
AUDIENCE
ENGAGEMENT
Google Analytics-What To
Measure.
TRAFFIC
SOURCE
S
Google Analytics- What To Measure.COMMON KEYWORD
SEARCH
SEOWHAT IS IT AND HOW IS IT USED?
SEO is short for search engine optimization.
Search engine optimization is the process of improving the quality and volume of web traffic to a website by employing a series of proven SEO techniques that help a website achieve a higher ranking with the major search engines when certain keywords and phrases are put in the search field.
| <h1> Headers </h1> || Descriptions |
| Alt Attributes (for images)|| Backlinking, Internal Linking, External Linking|
| Sitemap|| Keyword Strategy|
| Blog and Social Media Strategy (Inbound Marketing) || Mobile-Friendly|
| Clean Code and Design||Content, Content, Content |
SEO Let’s spend a few seconds going over each of the following:
IS SEO WORTH
THE TIME and/or
MONEY?
Heck yeah it is…
But make sure you hire a professional or
learn it yourself.
OFF
THE
WEB
HOW TO RUN AN EVENT(ON A BUDGET)
| Find a Location Sponsor || Make It Unique |
| Make it memorable|| Harness Emails, Cards, Sign-Ups|
|Follow Up With a Thank You|| Utilize Social Media #MarketingWithDan|
| Time and Date That Works|| Key Takeaways|
| Sponsorships, Ticket Prices, Expenses|
GUERILLA MARKETING
WHAT IS IT?
Guerrilla marketing is an advertisement strategy concept designed for small businesses to promote their products or services in an
unconventional way with little budget to spend. This involves high energy and imagination
focusing on grasping the attention of the public in more personal and memorable level.
Example: I wish I was a… VW
Example: Ikea Furniture…Anywhere.
Example: Social Justice.
Top right says: In 89 countries walking on a mine is still routine (and follows with a Call To Action to donate.
Marketing
Yourself.Have a Unique Selling Point.
What makes you different?
Have Personality. Don’t Sell
Yourself too much.
Be Knowledgeable. Don’t BS if
you are talking to professionals.
Pitch Correctly. If pitching,
spent 30 seconds on the pitch.
MARKETING IS BEAUTIFUL.When it is done well.
By: Dan SalganikNext Page: My Services
Lets Work Together.
What do I do: I am a Digital Project Manager who has experience working
with Web Development, SEO, Social Media, Marketing, Branding, and more…
How can I help you: I would love to partner with you to build your
website or digital strategy. I am working to build out my portfolio and build a long-term working relationship with my clients.
Don’t need a website? Please feel free to send potential clients/ family/friends my way! In return, I will pay you a referral commission.
Contact:
PHONE NUMBER: (847) 414-4679
EMAIL: [email protected]