ids summary deck 130907
TRANSCRIPT
Digital Marketing Sales Training 2013Sept 9th -10th, 2013
Your Trainers & Facilitators
• Steven Galligan – Chief Executive [email protected]
• Joe Mohay – Chief Digital [email protected]
• Brent Taylor – Chief Operating [email protected]
• Maryalice (Mak) Peterson – Account [email protected]
Who Is Integrated Digital Strategies?• Veterans of Digital Marketing & Traditional Media
– Over 30 years of combined experience– Successfully built and managed digital sales and fulfillment
operations for Newspapers, Yellow Pages publishers• Full Service Account Management
– Online and Offline• Proven Success In Local Internet Marketing Strategies
– Boston, Orlando, Miami, and U.S.• Best in class digital marketing team:
– Web Designers & Developers– SEO & Local SEO Marketers– Paid Search & Targeted Display Ad Strategists– Social Media Marketing Managers, Videographers– Content Writers & Bloggers, Local – Email Marketing Specialists, Sales Coach & Field Trainers
Why Our Team? We understand needs of media sales professionals We understand needs of local businesses today Highly Experienced Team Working With You Every Step of the
Way!
We Provide A Turnkey Cohesive Platform: • Digital Product Sales• Marketing Support• Sales & Fulfillment Operations• Customer Service • Client Relationship Management• Initial Sales Training • On-Going Field Sales Coaching
Agenda Introductions Trends In Digital and Marketing Why Digital Marketing for Businesses? Who Is Integrated Digital Strategies (IDS) Why Sell Digital Marketing To Your Advertisers? Basics Of Local Internet Marketing Overview Premium Websites Mobile Sites Search Engine Optimization Local Search Reputation Management & Social Media Tools Social Media Marketing Search Engine Marketing Targeted Display Advertising Email Marketing Inbound Content Marketing Analytics Reporting Results and Success Stories
Put your customer’s needs and objectives 1st
Ask the right questions
Learn what’s most important to them
Recommend the right solution
Honest and Clear Communication
Anything they ask for, deliver it right away!
From Sales Representatives ….To Multi-Media Consultant
• With so many tools at their disposal, small businesses need direction and guidance on where to spend their marketing dollars as consumer behaviors are changing
• To maximize our business advertisers reach, we need to provide them an integrated approach that targets the widest number of customers possible.
• One-stop shop marketing agency that brings more potential customers to your advertisers
Do you recognize this guy… he’s your customer!!
In any given week hemay have over 25 sales repscalling on him…and as far ashe’s concerned, they only haveone thing in common…they All Want His Money $$$$ !!
He also has specific businessgoals, problems, concerns, issues,needs and objectives.
The questionis this…what % of sales repsever get to right side of this dottedline to understand what he is truly trying to accomplish for hisbusiness?
To give yourself a better chance, think of your next sales call this way--
in the first few minutes of the call, on a scaleof 1 to 10, where is…
Their Guard
Your Credibility
Whatever you do in those first few minutes of the sales interaction will have a significant impact on how the rest of the conversation goes!!!
10 10
So how do you approach potential clients in this situation?
• Make it about them first…not about you!• Find out about them and be able to speak
“their language”
- Find out what they sell? - Who they sell to (target groups)? - What their potential customers “Care About”? - Why they would be the best choice?
Go in with more questions than answers!• Note: You already know how your products and potential
solutions work• Seek first to understand what they are trying to accomplish• Your opportunity to succeed will dramatically increase if you
can start out by asking questions that are specific to their business. If they know that you understand their business and can “speak their language” your credibility will immediately increase
• Next, take a deeper dive to establish specific goals, needs and objectives
• Finally, match the right solution to help them achieve their needs and present in a “customized” way…not a one size fits all!
Why Sell Digital To Your Advertisers• Trusted Brand with Trusted Relationships
– They like you, they trust you
• Solve The Marketing Puzzle For Them• Grow Account Value & Market Share
– Increase their overall marketing program– Find new and different advertiser base
• On-Stop-Shop Marketing– Print, Digital, Full Service Internet Marketing
• Competition is knocking on your customers door every day
• If you don’t offer digital marketing solutions to them, someone else will.
• They will pull dollars from print to move to digital
• You need to control the dialogue to retain and capture the market
Why Sell Digital To Your Advertisers
Why Do Businesses Do Digital Marketing?
• Drive Sales• Increase Brand Awareness• Reach New Customer Segments• Drive Customer Engagement• Identify usable customer insights• Save money / improve productivity
Why Businesses Are Adopting Digital Marketing Aug 2013http://www.bizbest.com/why-business-owners-are-adopting-digital-marketing/
According To Inc. Survey This Year:
•23% of all small business now spend more than 75% of their marketing budgets on digital marketing today!
According To Inc. Survey This Year:
•23% of all small business now spend more than 75% of their marketing budgets on digital marketing today!
What Do Businesses Care About Most?
• Increased Sales – 71%• Generating Leads – 59%• Higher Search Ranking – 33%• Publicity / Social Following – 32%• Employee Recruitment – 9%• Event Attendance – 5%• Retention Rates – 4%
Keep The Conversation Around Getting More CustomersKeep The Conversation Around Getting More Customers
According To 2013 Survey
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Online Advertising OptionsDigital Services
• Display• SEM Search Engine Marketing *• SEO Search Engine Optimization *• Email Marketing • Newsletters• Video• Viral Marketing (Word of Mouth) *• Classifieds• Affiliate Marketing *• Desktop or Software • Product Placement • Pop Ups or Pop Unders• Landing Pages• Lead Gen
•* Not really sold by Publishers
Technologies•Behavior Targeting•Contextual Targeting•IP or Geo Targeting•Rich Media•Rich Internet Applications (AJAX)•Keyword Targeting / Adwords•Video Scanning•Social Media Targeting / Influencers
Display 24%
Search 41%
Classifieds 16%
Other 9% Rich 10%
Display Search Classifieds Other Rich / Video
Est. Spending By CategoryEst. Spending By Category
• Integrating all marketing and communication into one overriding strategy.
• Incorporating local, social, mobile, search, email, display, video,
• Creating a consistent Storyline Look and Feel with your marketing message
• Break through the clutter and fragmentation– Mobile, Tablets, Search, Social Media,
etc.
What Is Integrated Digital What Is Integrated Digital Marketing…Marketing…
Products Overview
Custom WebsitesCustom
Websites
Search Engine
Optimization
Search Engine
Optimization
Digital Marketing
Toolkit
Digital Marketing
Toolkit
Reputation Management
Reputation Management
Social Media
Marketing
Social Media
Marketing
Content Marketing
Content Marketing
Search Engine
Marketing
Search Engine
Marketing
Targeted Display
Advertising
Targeted Display
Advertising
Video Production
Services
Video Production
Services
Premium Web Design
Key Products Part 1: Websites
WEBSITES:
The Brochure for Your Business
1. Online Brochure Of Your Business, Open 24 / 7 / 365 and is the Best Salesperson You Can Have!
2. Extension Of Your Business and Builds Credibility and Trust Before They Walk In Your Store or Use Your Service
3. You Are In Control of Your Content and Most Important Marketing Tool.
4. Wired For Google and the major search engines so that you can be found and chosen by those looking for your products, services, company.
5. Having a hub – Your marketing should have several spokes that all connect back to your central hub, your website
5 Reasons Business Must Have A Website
Get Found, Get Chosen.Get Found, Get Chosen.
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Why?
What?
Contact / More Info?
When?How?
Let’s Critique A Few WebsitesLet’s See What Is Wrong With A Few Of These
Example 1: http://www.salemstonedesign.com/ Example 2: http://www.ohdct.com/ Example 3: http://www.thepaddockinc.com/ Example 4: http://www.jamesaustincpa.com/ Example 5: http://quattrositalian.com/ Example 6: http://www.actionsportsct.com/ Example 7: http://www.clintoninsurance.com/ Example 8: http://www.azulclothing.com/
Use The Ads From Your Publication
Look at their message and compare to what you see on the website’s content?
Does it match the brand, content compelling, get you to take action?
Sample Sites Phone Numbers, Call To Action, Tagline, Contact Forms, Multi-Image Sliders, etc.
Phone Numbers, Call To Action, Tagline, Contact Forms, Multi-Image Sliders, etc.
Affordable, Attractive & Effective WebsitesSearch Engine and Consumer-Friendly DesignCall-To-Action Focused Header and Logo PlacementOn-Site SEO Best PracticesSEO Content Writing (Avail)Content Management SystemBuilt-in-BlogMobile & Tablet Optimized Google Analytics InstallationSecured Hosting, Domain and Email Set UpUnlimited Updates, Text & Image ChangesCustomer Service Support (Phone & Email)
Product OverviewProduct Overview
Mobile Sites
Why Mobile SitesTo Boost Performance:
• 51% more likely to purchase from retailers
• 85% increased engagement
To Keep Customers• 40% would visit a competitor’s
site instead because of a disappointing mobile experience
Source: Compuware, “Why the Mobile Web is Disappointing End-Users”. March 2011
Why Mobile Sites
Mobile Site ProductMobile Optimized Websites
Compatible with over 5,000 devices IOS, Android, Blackberries
Optimal User InterfaceClick To Call, Form Builder, Store LocatorGoogle Tools Integration
Google Analytics Google Maps InstallationGoogle AdWords Mobile Advertising
Secured Mobile Hosting PlatformUpdates, Text & Image ChangesCustomer Service Support (Phone & Email)
Product OverviewProduct Overview
Search Engine Optimization
Key Products Part 2: SEO
Search Engine Optimzation:
Get Found, Get Chosen
Why Search Engines?
http://www.youtube.com/watch?v=BNHR6IQJGZs - play this video
How People Search?
Brands
Keywords
Products and Services
Paid Listings
Organic Listings
Get Found, Get Chosen
Why Search Engines
#1 listing gets almost 50% of traffic
Why SEO For Your Website?SEO Turns Your Website
into a Long-Term AssetCustomers are looking for
you online, if you’re not there now, Google is directing them to your competitors
Owning a high search engine rank is like having Google become your word of mouth.
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SEO is not PPC
Rankings depend on: Relevancy Trust
SEO is the work that builds: Relevancy Trust
Google introduces customerss to your business based on your: Relevancy Trust
Search Engine Optimization Basics
Search Engine Optimization Basics
on site: Relevance o Keywords (Content, Title, Descriptions, Images, H1 tags)
o Do titles match the content?o Are Keywords mentioned frequently?o Fresh Unique Content
off site: Trust o Google see links as recommendationso Words in links also mattero Popularity/variety of linking sites matter
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Off-Site SEO
Benefits Of Working IDS’ Team of SEO Experts We will provide you with an itemized SEO task list based on the package you purchase.
Guarantee to do 100% of the work & provide full reporting to substantiate it.
Full transparency into your ranking, links to blogs and articles we create will be displayed.
Our platform automates the research/analysis, campaign set up & work flow
Builds your authority/ranking in relation to specific search terms
Perform edits to your content and other important elements directly on your website.
Dedicated SEO expert identifies target keywords & closely monitors your progress
Our SEO is technology enabled but people driven.
Real people doing real optimization work. And prove it in our fully transparent reporting.
100% Transparency, Proving Value..
“I Need Proof That SEO is
Working For Me.”
“I Need Proof That SEO is
Working For Me.”
SEO Process
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Analyze The Site
Divide Up The Work
Directories
Directories
Social Bookmark
Social Bookmark
Blogs & ArticlesBlogs & ArticlesOnsiteOnsite
Business Profiles
Business Profiles
Linkbuilding
Linkbuilding
How Do You Get Google To Be Your Word Of Mouth?
Good Keywords = Traffic
Keywords
Title Tag
Header Tags, H1 Tags
Body Text / Copy
http://moz.com/blog/perfecting-keyword-targeting-on-page-optimization
Local Search & Local SEO
Why Local SEO?
30% of all searches are Local Intent
Local SEO Evolution
LOCAL SEARCH ECOSYSTEM
•Fully Automated Distribution•150+ Directories•Efficient Processing•Completion Reports Provided•Accessible By End User
Google+ Local Business Profile
Google+ Local Business Profile
Top Ranking Factors We Focus On
Local Map Rankings
Look at their Title Tags– Home Page and Top Service / Category Pages
• Look for pages with lots of keywords (more than 2-3)• Does it turn off human visitors (AKA potential customers).
NAP Info (Name Address Phone): – No name / address / phone info on the site. – Every page should have the basic business info, resembling the following:– Your business name– 123 Main St.
– City, state, ZIP– (000) 867-5309
Inconsistent business info on citations– Short of having your listing removed by Google, this is the #1 rankings-killer– This is especially a problem on the sites that are a little trickier to manage, like ExpressUpdate.com,
CitySearch, even Yelp.
How to assess local seo gaps.
Not having a page on the site for each specific service offered. – This is probably the best way to snag some extra visibility in the organic rankings (the
ones for local businesses).
Not having a page on the site for each specific service offered. – This is probably the best way to snag some extra visibility in the organic rankings (the
ones for local businesses).
Not having separate pages for each business location– if there is more than one location. – Even when there are separate location pages, they're usually over-optimized and are
more likely to earn "Penguin" penalties from Google than rankings.)
No or few reviews from customers– Plan to acquire online reviews in some way
Not "hiding" their address from showing up on their Google listing, – if they're a service-area business (i.e. traveling TO their customers, rather than the other way around). – Google loves whacking businesses for not doing this.
Non-compliant "business categories" on the Google Places/Plus listing.
Over-optimizing the site. – Having 10 links on the same page that all read the same, having every link contain your main keyword and
your city, having 15 different pages that "target" different cities but are basically clones of each other...you get the idea.
– If it looks weird to humans, it probably looks weird to search engines.
Lean citations. – In other words, not having an in-depth description on Yelp, or not bothering to have more than one category
on MapQuest, or not specifying "keywords" on SuperPages.
Perfect Prep
10 Min PrepLook for 1-2 Pain Points
Make Call To Uncover Pain
Get Web Assessment Report
Quick SEO (Search Engine Optimization) Check
What are the 5 SEO Checkpoints That You Look For?
Title Tags – Are They Keyword Rich, Focus Areas of Biz
Content – Is it Unique and describes the business, products, and service
Address and Contact – Is it located on every page
Unique Pages / Domain Name Structure – Must change on every page.
Reputation & Social Media Management
Reputation & Social Media Console• Monitor and manage
local listings on key relevant online directories
• Monitor Reviews from top consumer sites where your dealership or brand is mentioned
• Alert and Respond tools that allows for immediate response to review to win back customers
Concierge Services To Manage It All!
• Engage negative reviews and convert disgruntled reviewers into fans.
• Share your success stories and positive review through your social media channels
• Regular social media posts to your fans and followers
• Comprehensive reporting and phone / email support.
Concierge Services: Sample Report
Premium Social Media Marketing
Social Media Marketing Manage all your Facebook Twitter, G+, LinkedIn Self Guided Platform, what to do and how often Your report card shows you the results Hand-Selected Industry posts, news articles, websites to share One click to post on all accounts Social Media Support and Knowledge Base
Concierge Social Media Marketing• Social Media Expert Doing It For You!• Graphic Design Including: Creative Timeline & Profile
Graphics Done For You• Five original engaging posts per week
– Facebook, Twitter, LinkedIn, G+• Fan Acquisition strategies through
– Community Engagement – Facebook Ad Campaign Management– Lead Generation via Facebook
• Reporting Dashboard
Email Marketing
Email Marketing + Social Sharing
Reach your contacts effectively and create impactful emails from over 300 templates:
• Suggested content for events• Newsletters & Promotions• Emails go to LinkedIn, Facebook, etc.• Transparent Dashboard• Customer Support Included
Email Marketing Console
Search Engine Marketing & Targeted Display
Key Products # 4: Search Engine Marketing
Search Engine Marketing:
Getting Potential Customers To You Now
Get leads, calls, emails now!
SOCIAL
Why SEM / PPC?Why SEM / PPC?• Pay Per Click advertising (PPC) is an
auction. • You decide how much you are willing to
pay to appear when a keyword is searched on and which ad you want to appear when that happens.
• Your ad only appears to searchers looking for relevant products and services.
• Mobile, Tablet, Desktop – Google Enhanced Campaigns start at end of June for all advertisers
• You only pay when a searcher clicks on your ad.
• Originally the person who was willing to pay the most got the best position on the page.
– Now Quality Score determines that..
Why Search Engine Marketing? Drives Potential Customers to Your Business Gets Your Business Found on Google, Yahoo, and Bing Only pay for interested prospects You Can Measure the results (ROI) Your in control of who you are marketing to throughout the year Flexibility and local targeting Real Time Reporting Expand Marketing Reach Keeps you competitive and visible (1st page) Your business is being seen on Google more often
How do Ads Rank?How do Ads Rank?
SEM attracts qualified customersSEM attracts qualified customers
Each Ad Group =Ideal Customer You
Are Looking To Attract
Each Ad Group =Ideal Customer You
Are Looking To Attract
Search Engine Marketing Recap – SEO and PPCSearch Engine Marketing Recap – SEO and PPC
These are 2 very different methods of achieving search engine success that should be run in parallel so that the results of each can be used to improve the other. The key differences are outlined below:
SEO PPC
Pro’s
“Free” (you don’t pay for every single click) Work done impacts on all search engines Some consumers prefer it
Very versatile Very scientific Great Control Quick turnaround (results in days) You can bid on any keyword you like and as many as you like You only pay when someone clicks on your ad
Con’s
Less control Less scientific More difficult to analyze Have to focus on limited keywords Usually 3-12 months before impact is seen
Optimization and campaign management are resource intensive & can be quite complex You have to manage each search engine separately
The Internet matures• Only 4% of a users time is spent on search.
• While every minute of every day…– YouTube users upload 48 hours of new video.
– Wordpress users publish 347 new blog posts.
– 571 new websites are created.
– Brands and organizations on Facebook receive 34,722 “likes”.
– Twitter users send over 100,000 tweets.
– Consumers spend $272,070 on web shopping.
– Facebook users share 684,478 pieces of content.
• A typical user is served over 1700 display ads per month.**
*http://www.domo.com/blog/2012/06/how-much-data-is-created-every-minute/ ** comscore
Why Targeted Display Why Targeted Display
• Three reasons to be excited about Retargeting– Greater Reach
– More Transparency
– Better Targeting
Strategies for Selling Why Targeted Display AdvertisingWhy Targeted Display Advertising
Would you rather target…
All visitors of USAToday.com? (Site Based)
People who make over $100,000? (Demo Based)
People who have …
Searched for “furniture dealers in NYC”?Searched for “most comfortable sofas”?Been reading home improvement blogs?Have been reading online furniture reviews?
Three Kinds of Retargeting
• Site Retargeting– Marketing to those who are familiar with you.
Site RetargetingSite Retargeting
Site RetargetingSite RetargetingSite Retargeting
Three Kinds of Retargeting
• Site Retargeting– Marketing to those who are familiar with you.
• Search Retargeting– Marketing to those who are looking for you.
Search RetargetingSearch Retargeting
Search RetargetingSearch RetargetingSearch Retargeting
And by the way…
• 36% of all impressions are served with the first hour of a search.
And By The WayAnd By The Way
Three Kinds of Retargeting
• Site Retargeting– Marketing to those who are familiar with you.
• Search Retargeting– Marketing to those who are looking for you.
• Keyword Contextual Retargeting– Marketing to those who are interested in your
products and services.
Keyword Contextual RetargetingKeyword Contextual Retargeting
Keyword Contextual Retargeting
• The old technology targets broadly.
Keyword Contextual RetargetingKeyword Contextual Retargeting
Keyword Contextual Retargeting
• New technology targets by exact phrase.
Keyword Contextual RetargetingKeyword Contextual Retargeting
Keyword Contextual Retargeting
• New technology targets by exact phrase.
Keyword Contextual RetargetingKeyword Contextual Retargeting
Display will Rival Search by 2015
• Display spend is expected to exceed search spend by 2015.
• Note: Search spend is not expected to decrease.
Source: eMarketer June 2011
Note: eMarketer benchmarks its US online ad spending projections against the IAB/PwC data, for which the last full year measured was 2010; “Display” includes banner ads, rich media, sponsorship and video. “Search” includes contextual text links, paid inclusion, paid listings and SEO.
Display Will Rival Search By 2015Display Will Rival Search By 2015
Key Products Part 5: Online Videos
Online Videos:
Connecting With Your Customers
Why Online Videos More personal interaction with your client
See and hear your business in action
Set your self apart from the others
Opportunity to reach a wider-audience.
Put It On Your Website and Raise Your Rank
Is this a better potential customer?
Why Videos On Your Website
• The biggest element of video is that it's high-engagement.
• Google's going to look for it both within the Google search results page and on the web pages that it's indexing."http://www.youtube.com/watch?v=iYR9nj-vkAI
Performance Dashboard
Performance Dashboard
Search Engine Marketing Reporting
Real Time Lead Reporting
Google Analytics Traffic, Top Keywords
Reputation & Social Mentions
SEO Keyword Rankings & Tasks
Questions?