The 7-Step Plan for Digital Domination Tying Your Online Marketing Strategy Together Presented at Local University

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Time vs Money Upside Competitive Opportunity Customers Your best chance to succeed

Where are your customers looking for you? What is your upside? Where is your competitive opportunity? Time vs. Money: where do you fall? _____________________________ = Suggested plan of attack What Are Your Best Digital Marketing Options?

Finding Your Customers

Where are your customers looking for you? Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together

Where are your customers looking for you? Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Usually THE BEST OPPORTUNITY FOR BRICK-AND-MORTAR STORES (also includes Mobile)

Where are your customers looking for you? Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Usually THE BEST OPPORTUNITY FOR BRICK-AND-MORTAR STORES (also includes Mobile) …provided there are enough customers searching in your area…

Step One: Start with This Survey Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together An online version of this is at… …and we do all the math for you

Survey Says: Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Organic NOT a Great Option: -If you can’t update your website in-house and don’t have the budget to outsource it Local/Mobile NOT a Great Option: -If very few people are searching in your area -Suburban locations -If you’ve moved or changed names Social NOT a Great Option: -If you don’t have someone to maintain your presence -If your industry is just not very social

Determining Your Upside

Step Two: Audit Your Online Presence Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Where did you answer “No” the most?

Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Is your Website Flash- and splash-free? Are there keywords in your Title Tags? Is your NAP in HTML? How easy is it for you to change any/all of the above? Organic Search Upside

Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Organic Search Upside Compare your link profile to your competitors: Are there low-hanging links you can request: -Business groups -Neighborhood organizations -Charities you’re involved in -Distributors or wholesalers Do you have time to brainstorm and ask for all of these yourself?

Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Local Search Upside Have you claimed your Tier 1 Citations with proper category usage, photos, and website information? Have you begun to engage your customers in the review process yet?

Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Social Media Upside Are your customers asking you to engage with them on social media? Are you relatively social in the offline world? Are there lots of other (non-competitive) businesses to network with online?

Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Step Three: Compare Customers to Upside Presence of of Customers Amount of Upside LOCAL ORGANIC SOCIAL

Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Step Three: Compare Customers to Upside Presence of of Customers Amount of Upside LOCAL ORGANIC SOCIAL

Identifying Your Competitive Opportunity

Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Step Four: Take This Survey

Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Step Five: Compare Upside to Competition Level of Competition Amount of Upside LOCAL ORGANIC SOCIAL

Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Step Five: Compare Upside to Competition Level of Competition Amount of Upside LOCAL ORGANIC SOCIAL

Deciding Your Appetite for Time vs. Money

Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together “How much can I realistically do on my own?” “How much can I realistically spend if it doesn’t work?” Step Six: Ask Yourself

Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Where Do You Fall on This Scale? No Budget Lots of Time No Time Plenty of Budget

Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Where Do You Fall on This Scale? No Budget Lots of Time No Time Plenty of Budget Do It Yourself Hire a Professional

Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Step Seven: Which Tactics? An online version of this is at…

Tying It Together

1)Take survey at getlisted.org/marketing 2)Complete Online Presence Audit (handout) 3)Determine your biggest upside 4)Assess Your Competition (handout) 5)Determine your biggest competitive opportunity 6)Visit getlisted.org/options for Time vs. Money 7)Decide what to do yourself vs. outsource Tying It Together

Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together No Budget Lots of Time No Time Plenty of Budget Do It Yourself Hire a Professional most upside biggest competitive opportunity

Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. Which Tactics? No Budget Lots of Time No Time Plenty of Budget Do It Yourself Hire a Professional NO-BRAINERS Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together

Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. NO-BRAINERS Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Local Search Claim your Tier 1 Citations with proper category usage, photos, and website information

Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. NO-BRAINERS Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Local Search Claim your Tier 1 Citations with proper category usage, photos, and website information Organic Search Install Google Analytics Get keyword ideas using Suggest and Trends Search site:yourdomain.com to view Title Tags Make sure you have a few incoming links

Step One Finding your customers Steps Two and Three Determining Your Upside Steps Four and Five Identifying Your Competitive Opp. NO-BRAINERS Steps Six and Seven Deciding Your Time vs. Money Appetite Tying It Together Local Search Claim your Tier 1 Citations with proper category usage, photos, and website information Organic Search Install Google Analytics Get keyword ideas using Suggest and Trends Search site:yourdomain.com to view Title Tags Make sure you have a few incoming links Social Media Claim your brand at facebook.com/username Claim your brand at twitter.com Collect customer addresses

Stay Informed LocalU.org/blog Blumenthals.com/blog Marybowling.com Searchinfluence.com/blog Niftymarketing.com/blog SmallBusinessSEM.com Sixthmanmarketing.com/blog SearchEngineLand.com Moz.com/blog Getlisted.org/static/resource s SLIDES AND SURVEY localu.org/dallas