Start With What You Know - An Intro To Building An Interactive Marketing Strategy With A Changing Online Landscape

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START WITH WHAT YOU KNOW

Presented by Max Thomas | August 8, 2013


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@thundermax

FIRST OFF – Who am I?

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Max Thomas CEO / Founder



http://bit.ly/uni-business

UNINFORMED BUSINESS

I need a blog.

I need to rank for _______

I need inbound links.

I need SEO.

I need Facebook.


NOT TOO LONG AGO …

ORGANIC RANKINGS

ADWORDS


Not too long ago …


rel=author


GOOGLE AUTHORSHIP


GOOGLE AUTHORSHIP


KNOWLEDGE GRAPH -‐ Carousel

Carousel


KNOWLEDGE GRAPH -‐ Carousel


LOCAL & KNOWLEDGE GRAPH


GOOGLE SERP CHANGES

85 SERP Features!

Pete Meyers – MozCon 2013 – bit.ly/85serp


NEWS RESULTS


VIDEO THUMBNAILS


SPONSORED SHOPPING RESULTS


SPONSORED FLIGHT BOOKING


TRAFFIC MAPS


FACEBOOK ADS


FACEBOOK INSIGHTS


WHERE DO I START?


Start with what you know.



1. Know your business

2. Know your products and services

3. Know your customers

4. Know your competitors

5. Know what’s happening in your online market space

6. Know your resources


Know Your Business

Are you a new business (new horizons) or an established business that's moving to the web (historical knowledge) Are you local or national Do you partner with other business easily Do you have clear marketing goals Do you have a true understanding of interactive vs offline

1


Know Your Products & Services

Whats the primary benefits and advantages Are you transactional (commerce) Or service oriented (b2b) How do people buy your product Can you market all your products/services online

2


Know Your Customers

What kind of customers do you want Is it sheer quantity (commerce) Is there a target customer (b2b services) What's their pain points Does your customer purchase online Or do they mostly learn online and purchase offline Where do your customers hang out online Are they more search oriented, or reviews, or social, or all of the above How do they behave online vs offline What portion are mobile (it's growing) What part of their buying decision process can you help with

3


Know Your CompeYtors

Is your industry expanding, static or shrinking

Are competitors aggressive or is there co-opetition

Are they hyper-responsive (like price wars)

Do they even know you exist

What are their online strategies

Focus on links vs social vs content vs ppc

4


Know What’s Happening In Your Space

What kind of results is Google showing for your industry Does it differ by geography and vertical

What kind of sites and content is Google rewarding

What about links and social mentions

How is FB and other social profiles handling your industry

What about hyper-local channels like Instagram,

Foursquare

What about Mobile

5


Know Your Resources

Are you a one-person operation or a marketing team How many interactive tactics can you support Do you need outside resources If so, how will they be managed What portion of your marketing strategy is interactive What's your mindset Are you more pay-to-play or long-term (huge consideration)

6


And then you can build your best strategy



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MAX THOMAS

Founder & President Thunder SEO

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