Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103 Sonitrol Digital Marketing April 5, 2013

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Sonitrol Digital Marketing

April 5, 2013



How can we cut through the noise,and make our digital marketing more profitable.







3 Things I Can’t Stand







Who Is This Guy?• University of Colorado – Marketing &

Entrepreneurship

• Marketing for two successful web startups

• Self-taught designer/developer – 9 years

• Founded Odd Dog Media in 2008

• Local Business Clients to Large Enterprise







Web Marketing Ecosystem



Selling more stuff to more peoplefor more money.

Web Marketing Ecosystem











If it’s not ultimately driving revenue, it’s a waste of time.





All roads lead to…





It has GOT to CONVERT



Clear Calls to ActionAlways have a phone # available

Less is MoreA/B Testing

Mobile Compatible

When in doubt…measure!



But did it “market” to me?



What does it do?

Is this product/service for me?

Why is it better than the other one?

How much will it cost me?







Focus on one sentence that describes what you do differently, your competitive advantage.

Place Industries above Features.

Add your phone # to the top.

Add customer logos & a testimonial.

Add a bold statistic. (in lead sentence?)

Add a pricing page (really a free quote) - menu



Find ways to get their info.

5 new leads a day = 1,825/year5% close = 91 new customers



Search EngineEmail

Social MediaNews/PR/Other Sites

Advertisement

How people get to your site.



Looking for an area of opportunity

Make sure it has “purchase intent”


© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 9810378% of Internet users conduct product research online.



“1 in 3 searches are Local”



1.8MSearches/month



720 Searches/month

In Seattle



Local SEO Factors

Sonitrol Pacific Protective Systems

Standard Website 39/100 25/100

Location (in text) No No

Schema Google+, No Local Biz No

Local Keywords No Yes

Google Reviews 0 in Seattle 3

Social Stature ~500 followers ~100 followers

Internet Citations 185 208



Benefits of Local SEO

Highly TargetedLow Competition

Simple to OptimizeTargets Mobile Devices



So what about the other trafficdrivers?



Email is the lowest common denominator in online communication



Rules of Email

1. Only email when it’s relevant / interesting2. Keep it short3. Always offer something that makes it worth their time4. Measure!



Does Social Media have a role?



1.06 billions monthly active users on Facebook

250 million photos uploaded to Facebook

everyday175 million tweets sent

from Twitter every day in 2012



7 business drivers of social media marketing• Enhance Branding and Awareness• Protection your reputation• Enhance public relations• Build community• Enhance customer service• Facilitate research and development• Drive sales and leads



Most Importantly

1. Helps enhance your SEO2. Gives you a targeted audience to tell about new content (blogs)3. Establishes you as an “Authority” on your subject4. Allows you to connect closer to customers. Business is just people.5. Less is more.



To Recap

1. Don’t forget conventional marketing.2. All roads lead to your website.3. Be sure your website markets & converts.4. People on search engines have purchase intent.5. Local SEO is a huge area of opportunity.6. Don’t forget about email.7. Social Media does have a role, but know its place.





Questions



Contact Me

[email protected]

@abroetje

Deck at: odddogmedia.com/sonitrol

mailto:[email protected]







Old Spice Results• The number one most viewed sponsored channel on YouTube• 236 million YouTube Views• 80,000 Twitter followers in 2 days• Facebook Interaction increased 800% with the personalized videos (Fans

now total over 1.5 million)• Sales figures increased by 107 %



Dollar Shave Club

http://www.youtube.com/watch?feature=player_embedded&v=ZUG9qYTJMsI



$9.8 Million in VC funding



Why were these campaigns successful?



Clear goals.



One last thing…



Build your social media presence• Buy YourName.com• Learn how to build a basic website using something like Wordpress – blogs

are great, but just an online resume will do.• Claim your name on all social networks – knowem.com• Know your privacy settings (especially on Facebook)• Google yourself• Create a professional online persona



Christchurch, NZ, February 22, 2011





#mcdstories





Woody Harrelson’s AMA





I swear this is a true story. I went to a high school in LA and you crashed our prom after party (Universal Hilton). You ended up taking the virginity of a girl named

Roseanna. You didn’t call her afterwards. She cried a lot. Do you remember any of this and can confirm or have you been so knee deep in hollywood pooty for so long that

this qualifies as a mere blip?





Documents

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103 Sonitrol Digital Marketing April 5, 2013