online marketing uga preso april 2015
TRANSCRIPT
About Me
• Hometown of Savannah, GA• UGA Grad – BBA MIS 2010• Symantec Wonder Workshop Symantec• Business Intelligence + Marketing + Front-End Dev• Youngest Finalist for Digital Analytics Rising Star Award
@akhil_anumolu
Agenda
• Pre-Game: Planning & Beta
• Top Gear: Organic, Paid Media, Analytics
• Lights, Camera, Transaction: Organic vs Paid
• AMA: Marketing, Working, Life, etc.
@akhil_anumolu
n00b marketing plan
1. Build a product
2. PR the heck out of it
3. Wait on users
4. Start buying users
5. Bang your head on a wall
@akhil_anumolu
Pre Game: Where are you going?
1. Who is our market?– Are you sure?
2. How big is this market?
3. Who are the competitors in the space?
4. Is there a geographic bias?
5. What resources do we have?– Content
– Budget
– Value Proposition of Minimum Viable Product
@akhil_anumolu
Beta It, Bro
• Test and Get Feedback From:
– Family
– Friends
– Online Communities (HackerNews, Product Hunt, G+ Communities)
– Local Community (FourAthens, Classes, Other Startups)
– Influencers (bloggers, investors, local celebs)
– Be Daring: Ask a stranger
@akhil_anumolu
Beta It, Bro (cont.)
• When doing the beta, capture honest & precise feedback:
– No rating system
– Precisely what is wrong or good
• Understand if there are any reoccurring or correlating feedback
• Determine if those changes need to be made
• Beta trials are great for R&D and marketing
@akhil_anumolu
Top Gear: The Helpful Tools – Analytics
• Analytics
– Core base of understanding:• Customers
• Page Flow
• Conversion Flow
• Demographics
• Usage
• Google Analytics
– Google Tag Manager*
• Mixpanel
• Kissmetrics
• CrazyEgg
• Facebook Insights
• Twitter Analytics
@akhil_anumolu
Top Gear: The Helpful Tools - Organic
• Organic– Easy ability to be found– Zero-to-low cost– Can be time draining:
• Setup• Update• Optimize• Multi-Platform
• Google Webmaster Tool• Bing Webmaster Tool• Structured HTML• Schema.org• Moz.com• Yslow• Yoast – Wordpress• Google Search Trends• Twitter Cards• Facebook Open Graph• Desk.com (feedback)• MailChimp
@akhil_anumolu
Top Gear: The Helpful Tools – Paid Media
• Paid Media– Most platforms now plug
and play
– Can both market and gather insights
– Can get pricey fast
– Need to keep an eye for low ROI spending
• Paid Search– Google Adwords
– Bing/Yahoo Adcenter
• Social Ads– FB/Twtr/LI Ads
• Display – Google
– Luminate
• Remarketing– Adwords
– FB Exchange (Adroll)
@akhil_anumolu
Lights, Camera, Transaction: Organic
• Content is still king– Blogging
– Social Media
– Getting “featured”
• Content = backlinking– Still a core function of SEO
– When you backlink, the other site will probably see• Hope is to have backlinks to your site
@akhil_anumolu
Lights, Camera, Transaction: Organic (cont.)
• Social is major to organic growth– Voice of brand
– Visual lifestyle presentation
– Outreach to and from customers
– Social results now indexed
• PR is still a top initial driver– Reach out for stories
– Give exclusive content
– Can tell stories from a different angle
@akhil_anumolu
Lights, Camera, Transaction: Paid
• If Organic is discovery, Paid is AMPLIFIER– Don’t shotgun approach
• Use your analytics
• Use top engaging content
• Look towards known customer bases
• Search Engine Marketing is for “what?”– People looking for an answer
– Compelling to click message – original clickbait
– Personalization is key
@akhil_anumolu
Lights, Camera, Transaction: Paid (cont.)
• Social Media Paid Marketing is “who?”
– People not expressly looking, but:
• Ads can be highly targeted
• Ads can be visually compelling
• Direct voice to the customer: how can we help you?
• Remarketing is the “when?”
– Customers have shown interest
• Can convert them
• Bring them back to share/refer
@akhil_anumolu
Lights, Camera, Transaction: Paid (cont.)
• When doing paid, always note:– ROI – Return On Investment
– COA – Cost Of Acquisition
– CTR – Click Through Rate
– BR% - Bounce Rate Percent
– TOS - Time On Site
– Drop Off Funnel
• Paid does not equal sales– Effective paid does
• Optimize and test
@akhil_anumolu