Soft-Con Enterprises, Inc. “Understanding the importance of having an online presence”

Branding Methodology Phase 1Define & Assess Phase 2Strategic Planning Phase 3Creative Approach Phase 4 Execution & Implementation Phase 5Measurement & Analysis

Topic to be discussed… “In an effort to determine the positioning of our online presence, marketing research was conduct through credible sources such as Hubspot, Google Analytics, and various other significant marketing blogs. We concluded that these are the areas we are deficient. ”

Benefits to Business A strong online presence is a crucial tool for developing brand identity and familiarity, but more importantly creating “soft” leads. Soft leads exchange their contact information for something of value i.e. white paper, eBook, or tips lists. The expectation is that, with the help of marketing, soft leads will develop into hard leads, which are customers or highly qualified prospects. More benefits include: Connect with existing/past clients Improve brand awareness Extend reach of communication Establish thought leadership

SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines. The more engagement you get, the more Google considers your content to be of high value, which in turn determines your search ranking order on the web!!! Why SEO?

“Content Marketing is King” “Content Marketing is King” 70% of consumers prefer to hear about your products/ services through articles than advertising. 55% increase in web traffic and 70% more leads when a company adds a blog to their website. 97% more inbound links when a company adds a blog to their website. 60% of consumers feel better about your brand after reading your content

Why Content Marketing? Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing: Social media marketing : Content strategy comes before your social media strategy. SEO : Search engines reward businesses that publish quality, consistent content. Public Relations : Successful PR strategies address issues readers care about, not their business. Pay-per-click : For PPC to work, you need great content behind it. Inbound marketing: Content is key to driving inbound traffic and leads.

Why Social Media Marketing? Although social is still important for branding and generating buzz, lead generation is becoming more and more important. By tapping into all the social media channels, from Facebook and Twitter to LinkedIn and Google+, you can be where your customers are and create that trust.

Hubspot Marketing Grader Social media analytics Competition Analysis SEO tools

Why Hubspot? HubSpot Marketing Grader is a free analytics tool and has attained a lot of impressive awards… Inc. 500 recently reported HubSpot as being the 2nd fastest growing software company, and the 33rd fastest growing company overall. Forbes gave HubSpot #17 on their list of “Top 20 Most Promising Companies”., CEO Brian Halligan was named Entrepreneur of the Year by Ernst and Young.

The breakdown: Critical Deficiency'sSolutions Blogging No active blog Create a blog using wordpress SEO Missing a 301 redirect Add more pages to the site containing unique and useful content. Site currently only has 22. Images on site don’t not have alt tags, meaning they are practically invisible to search engines.. Only 4 inbound links to site Only 1 authoritative page link to site Set up a 301 redirect to make sure site is optimizing the search engines properly Alt Tags should contain keywords associated with site Create content thru social media networks and SHARE! Mobile No mobile version There is a program that can easily create a mobile version of the site obileweb obileweb Social Only 18 followers and 25 Facebook friends. Be more conversational on twitter Share more content Post a minimum of 2x per week General No landing page to collect contact info from visitors. No marketing automation QR code is missing from most marketing collateral Add plugin like mail chimp to collect address and names. You can convert traffic into leads without landing pages. Send visitors an after filling out subscription Add QR code to line cards, business card, and brochures. Analytics No software being used to measure site performance Link Google Analytics to site.

“Google +” & More… Not only does Google have the second largest social media network as of January 2013, it has numerous tools useful for connecting with customers online. Since Google is the number one search engine it is important to know what activities affects your visibility.

10 free tools from Google 1. Gmail Drive lets you store and access your files anywhere & can be shared and edited by multiple people. 2. Google+ is Google’s social media platform to share, collaborate, and create. Starting a Google+ account and developing your brand through Circles helps get high PageRank backlinks to your website. 3. Google Analytics lets you measure lead conversions, and gives you access to your visitors’ behavior. Understand which parts of your website are performing well, measure the success of your social media programs 4. Google Ad Words Keyword Tool is a great way to get keyword ideas and find the best text for your audience. Identify what words or phrases will drive the most traffic to your site. Determine what keywords are the most profitable if you plan to use Google AdSense(paid tool). 5. Google Webmaster Tools show you how Google crawls and indexes your site. Learn about any problems Google is having indexing your site’s URLs. Identify the top search queries that drive traffic to your site.

10 FREE tools from Google 6. Google Trends give you popular search terms. Take advantage of trends in your keyword campaigns to get a jump on your competitors 7. Google Website Optimizer is Google’s website testing and optimization tool. Test individual elements or complete page layouts, and identify your most effective site elements. Fix and deploy compelling landing pages. 8. DoubleClick Ad Planner is a tool to help you plan an effective online advertising campaign. You can also use it to search competitor websites for traffic statistics, such as page views and keywords searched. Use the information to tailor your own successful campaign 9. Use Google Page Speed to analyze and optimize your website. Identify why your site is too slow, and apply best practices to make it fast. 10. Google Site Map is a way to tell Google about the pages on your site. Creating and submitting a site map helps make sure that Google knows about all the pages on your site, including URLs that may not be discoverable by Google’s normal crawling process

Google security In web-based computing, security of both data and applications is critical. Google dedicates significant resources towards securing applications and data handling to prevent unauthorized access to data. Data is stored in an encoded format optimized for performance, rather than stored in a traditional file system or database manner. Data is dispersed across a number of physical and logical volumes for redundancy and expedient access, thereby obfuscating it from tampering. Google applications run in a multi-tenant, distributed environment. Rather than segregating each customer's data onto a single machine or set of machines, data from all Google customers (consumers, business, and even Google's own data) is distributed amongst a shared infrastructure composed of Google's many homogeneous machines and located in Google's data centers

The Next Steps… The Next Steps…

Creative Approach Finalize plans with Social Media department. Schedule meeting with website expert. Create an integrated Marketing Communications Plan.

End of Presentation.