Building Audience & Influence on a Budget

@eric3000

Building Audience & Influence on a Budget

@eric3000

@eric3000

Where You Can Find Today’s Slides

http://www.bit.ly/emetelka

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I'm Eric Metelka, founder of Full Stack Marketing, a full featured digital marketing consulting firm for startups. I am a former management consultant and the former digital marketing manager at BestVendor.

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My Goals for Today

You know how find long tail keyword opportunities

You can budget a PPC campaign and know your CAC

You understand your social media posting style

You are able to target influencers in your vertical

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What I Am Going to Cover

☐ Building Audience – 20 mins

☐ Building Influence – 20 mins

☐ Questions – 10 mins

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Building Audience with Search

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How Google Works

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How Google Works

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Paid vs. Free Media

Paid Media~10% of TRAFFIC

Free Media~90% of TRAFFIC

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ONLY 18% OF CLICKS GO HERE

82% GO HERE

Paid vs. Free Search

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Keyword Strategy

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Adwords Keyword Tool

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Google Instant Search

www.soovle.com

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Competitors’ Keywords

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How to Budget

Monthly Sales = CPC × Daily Clicks × Conversion × Price × 30

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How to Budget

Monthly Sales = CPC × Daily Clicks × Conversion × Price × 30

Daily Budget

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Budget Example

1. What is your sales goal? $10k/month

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Budget Example

1. What is your sales goal? $10k/month

2. What is avg price of item? $100

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Budget Example

1. What is your sales goal? $10k/month

2. What is avg price of item? $100

3. What is avg CPC? $1

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Estimating CPC

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Budget Example

1. What is your sales goal? $10k/month

2. What is avg price of item? $100

3. What is avg CPC? $1

4. What is conversion %? 10%

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Estimating Conversion

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Budget Example

1. What is your sales goal? $10k/month

2. What is avg price of item? $100

3. What is avg CPC? $1

4. What is conversion %? 10%

Daily Clicks = ?

Daily Budget = ?

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Budget Example

1. What is your sales goal? $10k/month

2. What is avg price of item? $100

3. What is avg CPC? $1

4. What is conversion %? 10%

Daily Clicks = 33.33

Daily Budget = $33.33

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Should You Use SEM?

CPC < Price * Conversion % ?

Consider Paid Advertising Consider Other Tactics

Yes No

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Paid? Exclude Negative Keywords

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Organic? On-Page Optimization Checklist

• Keyword in Title• Keyword in Heading (h1)• Good use of keyword in content• AVOID KEYWORD STUFFING

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Building Influence with Social Media

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Audience Targeting

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Social Media Communication Guidelines

• Helpful• Useful• Timely• Informative• Relevant• Practical• Actionable• Generous

• Credible• Brief• Entertaining• Fun• Occasionally funny

Posts and tweets should have as many of these attributes as possible

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Engaging

Listening

CreatingSharing

CuratorThe brand surfaces and shares the most interesting content shared by its audience who appreciates the chance to reach a large audience

TastemakerThe brand creates engaging content that dictates trends to its fans and a

broader audience

ConversationalistThe brand is great at conversing with its audience which is looking for two-

way communication and customer service

ExplorerThe brand is experimenting with

ways to interact with its audience by seeing what content creates

engagement

Social Media Brand Personality Matrix

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Posting Goals

Post for Click-Through

A headline that makes people want to know more

Post for SharingA headline with a complete

informative thought

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Where Is My Audience?

• Form hypotheses of possible targets• Find the smallest community of a target

and engage with them

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Who Follows Your Competitors

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Sort by Authority

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How to Measure Authority

• Number of followers• Number of retweets• Klout score• Kred score

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Double-Sort by Retweets of Others

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Example: Kate Spade

• Facebook• Twitter• Tumblr• Pinterest• Blog

LIFESTYLE BRAND

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Embrace Each Platform

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Keep Design Consistent

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Keep Design Consistent

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Don’t Just Share Your Own Stuff

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Questions?

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Digital Marketing Reading List

Kissmetrics Blog -http://blog.kissmetrics.com/ Andrew Chen – http://andrewchen.co Rand Fishkin – http://moz.com/rand SEOMoz blog – http://SEOmoz.org/blog Inbound – http://inbound.org Conversion Rate Experts -

http://www.conversion-rate-experts.com/blog/ Slideshare - http://www.slideshare.net/

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Email: e.metelka@gmail.com

Twitter: @eric3000

LinkedIn: /in/emetelka

Facebook: /e.metelka

Download Slides: www.slideshare.net/emetelka/

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