How to Attract Customers Using Digital Marketing Seth Spears Chief Strategist/Principal

What I Do

Digital Marketing Consultancy Digital Marketing Strategy & Consulting WordPress Website Design Local Search Engine Optimization Social Media Marketing Small Business Mobile App Development

Marketing is delivering a product or service to the right market, through the right message, using the right medium. What is Marketing?

Marketing Has Changed Traditional, Outbound, Push Marketing = TV, radio, newspapers, magazines, direct mail, yellow pages, billboards, etc. New technology & filters + Info overload = Game changer!

Marketing Has Changed

The Options: Outbound Marketing One-way communication Customers are sought out No added value - boring & uninformative Inbound Marketing Two-way communication Customers seek you out Lots of added value - education/entertainment

Marketing Basics Branding Consistency: online & off-line Know, Like Trust People purchase products, but they buy from individuals Word of Mouth/Referrals - use internet to validate your credibility Success = Doing the right things, long enough, consistently

Throw something at me if I get too technical :)

5 Steps to Digital Domination 1. Content Platform - Your Website 2. Search Engine Optimization (SEO) 3. Social Media Marketing 4. Marketing 5. Online Advertising/Pay-Per-Click (PPC)

Your Website: The Foundation Own your platform: dont be a digital sharecropper Your website: Design, Structure, Content Design: visually appealing, attention grabbing, clean & specific Structure: easy to navigate, cohesive, logical flow of information Content: quality information, keyword rich, calls to action

Your Website: The Platform Content Management System (CMS) WordPress, Joomla, Drupal, Modx, Expression Engine Easy to Update Scalable Attractive Mobile Friendly

Your Website: The Content Content Marketing = Blogging = Self-publishing Inform, entertain, engage Written, audio, video Expert status Search-ability Consistency Topics: Education, thought leadership, entertainment, FAQs, case studies, success stories, stir things up

Search Engine Optimization SEO = Relevance => how your business appears to Google Google/iPhone = New Yellow Pages Both art & science Constantly changing Content, keywords, links

SEO: The Tech Onsite SEO (technical) Semantic markup Title tags h1 tags Keywords Anchor text Meta description SEO Sandwich Content Keywords Links Social Citations

SEO: The Sandwich Content: More is better, but quality is king. Write for people, not search engines Keywords: Use common language. What customers search for Links: Popularity contest. Quality > Quantity. Interlink on-site between pages & posts Social: Links & Mentions => Google+, Twitter, Facebook, Linkedin, Pinterest, etc. Citations: Local search directories & review sites. Google+Local, Bing Local, Yelp, Merchant Circle, Yellow Pages, etc.

SEO: The Local Citations are paramount! Claim, create, update, optimize, manage Consistent info: Name, Address, Phone, Website UBL, Info USA, Localeze Cultivate reviews Online press releases Groupon?

Social Media: The What Not just a marketing channel For customers, its social first, business second Customers are talking, are you listening? Content should originate on your platform. Social is a distribution channel Easiest way for content to go viral => social proof What Social Media Is:

Social Media: The Why Facebook, Twitter, Linkedin, Google+, Pinterest, Instagram, YouTube Social media humanizes business. Personality MUST shine through Reputation management is a must. Social media amplifies both good & bad Referrals happen more online than in person Claim business profiles => KnowEm.com

Social Media: The How Facebook - Cincy ShirtsCincy Shirts Twitter - Best BuyBest Buy Google+ - StarbucksStarbucks Linkedin - ZipcarZipcar Pinterest - Whole FoodsWhole Foods Instagram - Dogfish HeadDogfish Head YouTube - Simply ScubaSimply Scuba

Marketing: The What Permission based marketing Easier & less expensive to resell existing customers than acquire new ones Relationship building Top-of-mind awareness Offer incentives for joining your list => exclusivity Least expensive form of direct-response marketing

Marketing: The How Service Provider (ESP) Aweber, Mail Chimp, etc. (auto-responder) Signup form must integrate with website, social media, etc. Permission Marketing => No Spam! WIIFM = whats in it for me! Automate & personalize Consistent contact

Online Advertising: The What Pay-Per-Click, Pay-Per-Impression, Ad Networks, Remarketing Google Adwords Facebook Ads Amazon, Linkedin, Twitter, etc. Easiest way to get ranked at top of Google Can be extremely effective Can get expensive quickly

Online Advertising: The How Google Keyword Tool Set parameters Create landing pages Test, test, test! Wash, Rinse, Repeat

Mobile Marketing Stats

Mobile is the fastest growing digital marketing segment!

Tying it all Together: Mobile Marketing Is your website mobile friendly? Google likes mobile responsive design Majority of social media is used on mobile device Is your newsletter mobile friendly? Text Marketing & Mobile Apps

Conclusion Digital Marketing is here to stay Mobile is fastest growing segment Website is the foundation SEO & Social Media are essential can give best ROI PPC = test, test, test All the above are building blocks. They work together & amplify the individual effectiveness of each other

Resources es