Branding in 20 Minutes! Entrepreneurs Connect Digital Marketing for Entrepreneurs

Started in 2007 by Ethos to bring best-in-class digital marketing and website development to northern New England Currently have 26 staff serving over 150 clients VONT | 2

VONT | 3

Agenda | 4 Website – what is its role in the age of social media? Digital Marketing – where to start, moving beyond the basics

The role of the website in a social media world | 5 Website provides “findable” content hub Important for brand content, transactions or applications, brand voice, long-form content (blog) Home for campaign-specific landing pages Think of it as “hub and spoke” model – website is hub, social platforms are spokes

Mobile | 6 Especially important if you plan to leverage social media or target a younger audience Conversion and cross-device attribution still big challenges on mobile devices Don’t settle for less than a fully responsive website Typically 30-70% of website traffic is mobile now

Digital Marketing | 7 Good news: Cost effective, highly targetable, highly measurable Bad news: Can be overwhelming – how to prioritize?

The Decision Making Funnel | 8 Least qualified hardest to convert More qualified easier to convert Most qualified easiest to convert Content, Display, Video, Remarketing Search Engine, Content, Display, Video, Remarketing Search Engine, Content, Remarketing

Best Places to Start | 9 Search Engines Generally most qualified source of prospective customers Paid Search (PPC/SEM) is an instant-on source of qualified traffic Search Engine Optimization is foundational Blogging builds search visibility over time Set up Google My Business Page

Best Places to Start | 10 Social Media and Blogging Grows your search engine visibility over time Gives you a chance to show your expertise, bring value, entertain – build relationships Paid Social Media advertising allows some of the richest targeting online and delivers bonus viral reach Post from company with 7,500 Likes

More Advanced | 11 Inbound Marketing is a methodology and tool set that ties together social media, blogging, offers and – best for TOF/MOF, research intensive buying cycles It focuses on creating useful content that attracts people to your website where they can learn more about you on their own terms

More Advanced | 12 Remarketing - Advertise to people who have visited your website – good for reminder advertising Conversion Rate Optimization – making your site produce better results from the same number of visitors

One to Watch | 13 Programmatic Advertising – Highly automated eco-system for display and video advertising Fastest growing segment of digital advertising Target by audience or context or even by physical addresses, lookalikes or based on purchase histories

Highly Measurable | 14

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