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Presentation prepared for
January 27, 2015
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Get to Know the MediaCreate a list of media that cover your business; update it regularly.
•Local newspapers•Trade publications•Consumer magazines•Television•Radio•Online
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Be a valued source of information
•Know the current and future trends in your part of the industry.
•Follow the media and know what is newsworthy to them.
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Spread Good News
Share newsworthy developments at your company.
•New product announcements
•Expansion
•New hires
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Be a Thought Leader
Be a voice for issues of importance.
•Commentaries
•Letters to the editor
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Engage the Media
Leverage contact with media at boat shows.
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Expand Your Reach
Maximize the PR value of community relations, special events and co-promotions.
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Understand the Role of Advertising
When is publicity pay-for-play?
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Content Marketing
Coordinate your PR with your website and social media properties.
•Content is king: re-purpose it •Make it search friendly
•Engage with key reporters on Twitter
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Effective online marketing in 2015 & beyond starts with your……
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Your website is your castle!
Your website is the first impression people perceive of your business. It should be:
•Clean, modern looking design
•Easy to navigate, loads fast
•Strong calls to action – what do we want people to do?
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We live in a multiple device worldYour website should be built and optimized for mobile and tablet usage.
•Responsive web design – build once and optimized for all mobile devices •Make it search friendly – more importantly make it people friendly! Write for people and search will follow
•Measure what’s working and not working – install Google Analytics to track website activity
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Responsive web design example
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Let’s talk about your online reputation
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Online Reputation Statistics•79% of consumers trust online reviews as much as personal recommendations •73% of consumers say positive reviews make them trust a business more
•77% of consumers read less than 6 reviews before they form an opinion
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Monitor, listen and respondThe conversion will happen with or without you. Always look for a resolution and take the issue offline.
•Monitor sites such as Google, Yelp & Trip Advisor on a daily or weekly basis •Address the issue and work towards a resolution – always turn a negative into a positive
•Verify your business profiles on these sites so your business info is current and not out of date and to reply to comments
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The future is mobile!•Mobile advertising is skyrocketing – Google and Facebook are responsible for a majority of this growth •More than half of consumer time spent on the Internet is on mobile devices
•Video will continue to represent a majority of activity occurring on mobile devices – think YouTube for both organic and paid visibility
•Remember we talked about responsive web design?
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Let’s get social!•Social media is not new anymore – it has evolved, matured and become a viable marketing channel •Your business must have some sort of social presence. It’s not a maybe anymore, it’s the norm….
•Think of Facebook as the Yellow Pages of the Internet. Your business if it’s a B2C should have a public fan page. B2B requires a different platform and content strategy
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The free ride is over!•Facebook is a now a pay-to-play platform •Posts that are direct sales or pitches to buy products will be seen by few or no one!
•Leverage paid advertising on Facebook – it’s the only way to reach people far and wide on Facebook, including your existing fans!
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Paid Facebook ads allow you to:•Geo-target ads to geographical area •Geo-target age & gender
•Geo-target interests such as fishing or boating – this works by finding people who have liked similar pages, joined similar groups or who have that interest in their bio profiles
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Social media tips•Content, content, content – your content should be relevant to your audience and also shareable •Don’t be self promotional all the time – your content should be a mix of curated content and promotional brand content
•Consistency is key! Create a 30 day editorial calendar; this should be your content roadmap for all platforms
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Leverage video to tell your brand story
•Everyone is a publisher thanks to smartphones •YouTube is the second largest search engine in the world – your brand should be found there
•People’s attention spans are short – videos offer easy bite size content to get your message out there
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Fish where the fish are: Google AdWords
•Faster than organic SEO – which could take months to see results •Ads are shown above the fold with campaigns launched in almost real-time
•Auction based system where you are bidding on keywords – competition determines prices
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Thank you!Pierson Grant provides all of the services mentioned in
this presentation.
For a free 10 minute consolation, feel free to contact me so we can discuss your business marketing in 2015.
Email: [email protected]: 954-776-199 X231