The 7-Step Plan to Digital Domination Tying Your Online Marketing Strategy Together

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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?

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 Options?

Where are your customers looking for you?

Usually BEST OPPORTUNITY FOR BRICK-AND-MORTAR STORES (also includes Mobile)

Where are your customers looking for you? Usually BEST OPPORTUNITY FOR BRICK-AND-MORTAR STORES (also includes Mobile) …provided there are enough customers searching in your area…

Consider starting with this survey… An online version of this is at… …and we do all the math for you

Survey Says… (getlisted.org/marketing) When Is Organic NOT a Great Option? -If you can’t update your website in-house and don’t have the budget to outsource it When Is Local/Mobile NOT a Great Option? -If very few people are searching in your area -Suburban locations -If you’ve moved or changed names When Is Social NOT a Great Option? -If you don’t have someone to maintain your presence -If your industry is just not very social

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

Organic Search Upside Is your website completely or predominantly in Flash (or do you have a splash page)? Do your Title Tags contain your keyword targets? Is your address and phone number in HTML somewhere on your site? How easy is it for you to change any/all of the above?

What does your link profile look like compared to your competitors? (opensiteexplorer.org) Are there low-hanging links you can request from: -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? Organic 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? Local Search 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? Social Media Upside

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

Where Is Your Competitive Opportunity?

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

“How much can I realistically do on my own?” “How much can I realistically spend if it doesn’t work?” Time vs. Money

Decide what you are comfortable with. Time vs. Money

It’s OK to say “I’m not ready.” Time vs. Money “I need help.”

Local / Organic / Social Options

An online version of this is at…

Hire a professional where you have: 1)the most upside 2)the biggest competitive opportunity DIY vs Hiring a Professional Do It Yourself where you have: 1)no budget 2)lots of time

Doing It Yourself No Brainers 1)no budget 2)not much time

No-Brainers: Local Search Claim your Tier 1 Citations with proper category usage, photos, and website information

No-Brainers: Organic Search Have You Installed Google Analytics? Have You Registered with Google Webmaster Central?

No-Brainers: Social Media Claim your Twitter & Facebook profiles (even if you don’t use them)

No-Brainers: Social Media Priorities If “not much time” Comment on other blogs instead of starting your own Build credibility in Q&A forums Facebook Ads can be a terrific option

Doing It Yourself: More Time

Hire a professional where you have: 1)the most upside 2)the biggest competitive opportunity DIY vs Hiring a Professional Do It Yourself where you have: 1)no budget 2)lots of time

most upside

biggest competitive opportunity

Hiring a Professional “Do I want a road map or a chauffeur?” –SEO & Social Media is typically an ongoing process rather than “set it and forget it.”

Your Suggested To-Do List

Important Slide Coming Up!

The 7-Step Plan to Digital Domination 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 Complete first three months of Roadmap for no-brainers (handout)

Time vs Money Upside Competitive Opportunity DIGITAL DOMINATION!

Stay Informed SearchEngineLand.com Localu.org/blog Blumenthals.com/blog Marybowling.com Searchinfluence.com/blog Niftymarketing.com/blog SmallBusinessSEM.com Seomoz.org/blog Sixthmanmarketing.com/blog SmallBizTrends.com GetListed.org/resources

Localu.org/phillysurvey