1. 11 © SEOmoz, Inc. 2014 David Mihm @davidmihm davidm@moz.com The 7-Step Plan for Digital Domination Prioritizing Your Online Marketing Strategy

2. 22 © SEOmoz, Inc. 2014 Time vs Money Upside Competitive Opportunity Customers Your best chance to succeed

3. 33 © SEOmoz, Inc. 2014 Does your business have any major hurdles? What is your upside? Where is your competitive opportunity? Identify Organic vs Social vs Local Time vs. Money: where do you fall? Prioritize Plan of Attack What Are Your Best Digital Marketing Options? 1 2 3 4

4. 44 © SEOmoz, Inc. 2014 Identify Potential Hurdles

5. 55 © SEOmoz, Inc. 2014 Usually BEST OPPORTUNITY FOR BRICK-AND-MORTAR STORES Online Marketing Landscape from 30,000 Feet

6. 66 © SEOmoz, Inc. 2014 An online version of this is at… http://getlisted.org/marketing/ …and we do all the math for you

7. 77 © SEOmoz, Inc. 2014 Organic NOT a Great Option: -If you can’t update your website in-house and don’t have the budget to outsource it Social NOT a Great Option: -If you don’t have someone to maintain your presence -If your industry is just not very social Local NOT a Great Option: -If very few people are searching in your area -Suburban locations -If you’ve moved or changed names Identify Potential Hurdles

8. 88 © SEOmoz, Inc. 2014 Determine Your Upside

9. 99 © SEOmoz, Inc. 2014 Audit Your Online Presence Where did you answer “No” the most?

10. 10 © SEOmoz, Inc. 2014 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 Determine Your Upside

11. 11 © SEOmoz, Inc. 2014 Compare your link profile to your competitors: www.opensiteexplorer.org 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? Organic Search Upside Determine Your Upside

12. 12 © SEOmoz, Inc. 2014 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? Do you have budget to promote your social profiles? Social Media Upside Determine Your Upside

13. 13 © SEOmoz, Inc. 2014 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 Determine Your Upside

14. 14 © SEOmoz, Inc. 2014 Compare Hurdles to Upside Hurdles to Overcome Amount of Upside LOCAL ORGANIC SOCIAL Determine Your Upside GOOD BAD

15. 15 © SEOmoz, Inc. 2014 Identify Your Competitive Opportunity

16. 16 © SEOmoz, Inc. 2014 Assess Your Competition How strong are they on these criteria?

17. 17 © SEOmoz, Inc. 2014 Compare Competitiveness to Upside Level of Competition Amount of Upside LOCAL ORGANIC SOCIAL Identify Your Competitive Opportunity GOOD BAD

18. 18 © SEOmoz, Inc. 2014 You should now be able to identify whether to prioritize Organic, Social, or Local. Level of Competition GOOD BAD Hurdles to Overcome Amount of Upside LOCAL ORGANIC SOCIAL GOOD BAD LOCAL ORGANIC SOCIAL

19. 19 © SEOmoz, Inc. 2014 Which Tactics Fit Your Appetite for Time vs. Money?

20. 20 © SEOmoz, Inc. 2014 “How much can I realistically do on my own?” “How much can I realistically spend if it doesn’t work?” Time vs. Money

21. 21 © SEOmoz, Inc. 2014 No Budget Lots of Time No Time Plenty of Budget Where Do You Fall on This Scale? Do It Yourself Hire a Professional most upside biggest competitive opportunity

22. 22 © SEOmoz, Inc. 2014 Choose Your Tactics

23. 23 © SEOmoz, Inc. 2014 An online version of this is at… http://getlisted.org/options/

24. 24 © SEOmoz, Inc. 2014 Organic Tactics http://getlisted.org/options/

25. 25 © SEOmoz, Inc. 2014 Social Tactics http://getlisted.org/options/

26. 26 © SEOmoz, Inc. 2014 Local Tactics http://getlisted.org/options/

27. 27 © SEOmoz, Inc. 2014 (Other Tactics) http://getlisted.org/options/

28. 28 © SEOmoz, Inc. 2014 A Quick Recap

29. 29 © SEOmoz, Inc. 2014 1)Identify hurdles (via 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 A Quick Recap

30. 30 © SEOmoz, Inc. 2014

31. 31 © SEOmoz, Inc. 2014 No Budget Lots of Time No Time Plenty of Budget Final Thoughts Do It Yourself Hire a Professional NO-BRAINERS

32. 32 © SEOmoz, Inc. 2014 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 email addresses No-Brainers

33. 33 © SEOmoz, Inc. 2014

34. 34 © SEOmoz, Inc. 2014 Stay Informed LocalU.org/blog Blumenthals.com/blog Searchinfluence.com/blog Niftymarketing.com/blog Aaronweiche.com/blog Marybowling.com SmallBusinessSEM.com Sixthmanmarketing.com/blog Moz.com/learn/local Blog.ConstantContact.com SearchEngineLand.com

35. 35 © SEOmoz, Inc. 2014 THANK YOU to all who made this event possible.

36. 36 © SEOmoz, Inc. 2014 THANK YOU to all who made this event possible.

37. 37 © SEOmoz, Inc. 2014 THANK YOU to all who made this event possible.

38. 38 © SEOmoz, Inc. 2014 THANK YOU to all who made this event possible.

39. 39 © SEOmoz, Inc. 2014 SLIDES AND SURVEY localu.org/austin-survey