EFC 2016_Final

NOVEMBER 16-18, 2016

JW MARRIOT NEW ORLEANS

NEW ORLEANS, LA

Your Digital

Marketing Toolkit Incorporating Online Platforms into

your Marketing Strategy M A R T I N M C D O N A L D

Find the most effective digital

strategies for your business

Best practice and common

mistakes to avoid

Equip your business to leverage

these strategies R I S S Y S U T H E R L A N D



NEW ORLEANS, LA

W E D O N ’ T G O O N L I N E .

We live online.



NEW ORLEANS, LA

Shop

onlineView

banner ad

Watch

tutorial

Purchase

through

call center

blog

Compare/

shop online

Post

reviews

Purchase

via mobile View

YouTube ad

Like on

Facebook

Read

Reviews

Purchase

in store

Watch

YouTube

ad

Download

app

Watch video

on mobile

View

print ad

Traditional Customer Lifecycle Digital Customer Lifecycle

The Customer Journey has Changed

Discover

Buy

ExploreEngage



NEW ORLEANS, LA

I-want-to-watch-moments

I-want-to-do-moments

I-want-to-go-moments

I-want-to-know-moments

I-want-to-buy-moments



NEW ORLEANS, LA

15% (500 Million) searches performed each day

are brand new, never seen by Google prior

They switch regularly

between devices.

They read reviews, compare

styles, and research pricing.

93% of buyers research online

before purchasing..

On average, 10.4 information

sources influence an online

buying decision.

Buyers are

unpredictable



NEW ORLEANS, LA

Average time spent per day by US adults shifts to digital

TV Radio Print Digital Other

0:00

1:00

2:00

3:00

4:00

5:00

6:00

7:00

2011

2015



NEW ORLEANS, LA

Immediacy

of action

High

expectations

Unscripted

decisions

62% of smartphone

users are more likely

to take action right

away because of

smartphones

77% of those who

encounter a mobile

site that wasn't

optimized don’t

continue to view

the site

Mobile users are 20%

more likely to make an

impulse purchase

Mobile has changed how we act and react in life



NEW ORLEANS, LA

Most Effective Strategies



NEW ORLEANS, LA

• Female

• Age 34 – 45

• Working mother

of three

• 80k – 100k

Annual Income

Persona

Think motivators

• High income but

majority spent

on child

expenses

• Looking for

simplicity

Personal

Move from Persona to PERSONAL



NEW ORLEANS, LA

Consider your

demographic

Example:

Looking for a

trustworthy, reliable

and affordable

mechanic? Call us

today!

Personal

Think motivators

Let that Guide your Messaging

• High income but

majority spent

on child

expenses

• Looking for

simplicity



NEW ORLEANS, LA

Consider your

demographic

Example:

Looking for a

trustworthy, reliable

and affordable

mechanic? Call us

today!

Personal

Looking for

simplicity

Think motivators

Let that Guide your Messaging



NEW ORLEANS, LA

Understand your Product Solution

Timeliness Involvement

Do you have repeat

customers and how

often do they return

to your business?

How much research

would a prospect need

to do and how many

competitors will they

encounter before they

choose you?

$ behind your USP

What makes you

bigger and better

than the competitor

and what does it

mean to your

customer?



NEW ORLEANS, LA

Micro-Moments: Moments That Truly Matter

What are my consumer’s

moments?

What moments matter to

my brand?

What content, tools and

features do my consumers

want to consume while in their

moment?

Intent

Context Immediacy

MICRO-

MOMENTS



NEW ORLEANS, LA

Best Practices & Pitfalls



NEW ORLEANS, LA

Social

• Social is the new

word of mouth

• Reviews & Referrals

• Loyalty & Lead

Nurturing



NEW ORLEANS, LA

Social Advertising

• Audience Issues

• Targeting Non-Fans

• Boring Ad Copy

• Boring Images

• No Landing Page

• No Tracking

• Campaign Mis-Mgmt

Common Mistakes

Social Advertising is incredibly important yet it can be dangerous to your bottom line if you don’t have a plan.

So how do you win at Social Advertising?

Let’s explore these 7 common mistakes



NEW ORLEANS, LA

Search Ads

• Used to find local businesses and local

offers

• Used to find brands

and their website

addresses



NEW ORLEANS, LA

• Not Using ETA

• Inconsistent Site Links

• Match Type

• Quality vs. Quantity

• Ad Copy Blues

• Negative Nelly’s KW’s

• Not Knowing your LTV

Common Mistakes

PPC is a dominate digital component that can help or hurt you. Have you defined your goals? Have you decided what you want to get out of PPC?

So how do you win at PPC?


Search Advertising



NEW ORLEANS, LA

Organic & Content

• Used to complete

research (answering our

questions)

• Used to find local

businesses

• Used to find business

listings & reviews



NEW ORLEANS, LA

Local Listings

• Communicates vital

business information

– Reviews

– Hours of Operation

– Address & Phone

– Current offers & More

• Used to find local

businesses ‘near me’



NEW ORLEANS, LA

Reputation & Reviews

• Reviews & Reputation can

make or break the buying

decision of a customer

• Not only are reviews

important from a customer

perspective, but it is the

least known ranking factor

of search engines

Reputation

Management



NEW ORLEANS, LA

• Focus on KW Type

• Not Recognizing Semantic SEO

• Not Using Analytics to Understand Conversion

• Relying on On Page

• Ignoring Off Page

• Not Aggressive with Reputation & Listings

• Focus on Link Quantity vs. Link Quality

Common Mistakes

SEO is a colossal jigsaw puzzle that many people can’t figure out. So how do you? The new shift is to Semantic Search….WTH does that mean?

So how do you win at SEO?


SEO



NEW ORLEANS, LA

Retargeting

Site Retargeting produces your “2nd chance” opportunity as the consumer continues their purchasing journey

Search Retargeting helps target people who are unaware of your business, but are in research mode

Both require smart segmenting:



NEW ORLEANS, LA

• Underwhelming Creative

• Annoying Your Prospect/Customer

• Using a Small Fishing Net

• Static Ads/Static Bidding

• Using Multiple Vendors

• Not Using Search & Site

Common Mistakes

Retargeting is a great opportunity to “shoulder-tap” your potential clients about your brand through site-based efforts or search intent strategies.

So how do you win at Retargeting?


Retargeting



NEW ORLEANS, LA

Leverage These Strategies



NEW ORLEANS, LA

• Consumers move seamlessly

across many devices en

route to conversion

• You don’t have mobile or

desktop customers, you just

have customers

Connecting the dots



NEW ORLEANS, LA

Focus on YOUR customer’s purchase journey

It will look different than other businesses.

agree that the quality, timing, or relevance of a

company's message influences their perception of

a brand.**Google, 2015

69%



NEW ORLEANS, LA

Think Gateways not just Tools or Platforms

when she is sharing pictures of her children on Facebook vs. getting her news on twitter?

at the exact moment she needs to find an open urgent care?

when she is looking for the closest open nail salon?

reading reviews on the newest restaurant to try with her friends?

if she hasn’t made up her mind on the purchase?

How does your message look



NEW ORLEANS, LA

Putting It All Together

Build Awareness• Website

• Brand Building• LOCAL LISTING

• ORGANIC

• CONTENT

• Email Marketing

• Local & E.R. Display

• Search Retargeting

• Traditional

Influence Consideration

• Site Retargeting

• Paid Search

• Social Media

• Brand Building• REPUTATION MGMT

• CONTENT

Drive Sales/Leads

• Paid Search

• Site Retargeting

• Social Ads

• Contextual &

Geo-Fence Display



NEW ORLEANS, LA

The Missing Piece

See Results

Expert Team

• Who is staying up-to-date on changes?

• Will you be reactive or proactive?

• Are you optimizing techniques to business

goals?

Reporting

• Are you measuring the right metrics?

• Are you interpreting the data correctly?

• What are the next steps?



NEW ORLEANS, LA

Q&A

Your Digital

Marketing Toolkit Incorporating Online Platforms into

your Marketing Strategy M A R T I N M C D O N A L D

R I S S Y S U T H E R L A N D

Documents

EFC 2016_Final