How to Attract Customers Using

Digital Marketing

Seth Spears Chief Strategist/Principal

What I Do

Digital Marketing Consultancy

• Digital Marketing Strategy & Consulting

• WordPress Website Design

• Local Search Engine Optimization

• Social Media Marketing

• Small Business Mobile App

Development

270-495-0014

@SpearsMarketing

http://SpearsMarketing.com

“Marketing is delivering a product or service to the right

market,

through the right message, using the right medium.”

What is Marketing?

Marketing Has Changed

• Traditional, Outbound, Push Marketing = TV, radio, newspapers,

magazines, direct mail, yellow pages, billboards, etc.

• New technology & filters + Info overload = Game changer!

Marketing Has Changed

The Options:

• Outbound Marketing

• One-way communication

• Customers are sought out

• No added value - boring & uninformative

• Inbound Marketing

• Two-way communication

• Customers seek you out

• Lots of added value - education/entertainment

Marketing Basics

• Branding Consistency: online & off-line

• Know, Like Trust

• People purchase products, but they buy

from individuals

• Word of Mouth/Referrals - use internet to

validate your credibility

• Success = Doing the right things, long

enough, consistently

Throw something at me if I get too technical :)

5 Steps to Digital Domination

1. Content Platform - Your Website

2. Search Engine Optimization (SEO)

3. Social Media Marketing

4. Email Marketing

5. Online Advertising/Pay-Per-Click (PPC)

Your Website: The Foundation

• Own your platform: don’t be a digital

sharecropper

• Your website: Design, Structure, Content

• Design: visually appealing, attention

grabbing, clean & specific

• Structure: easy to navigate, cohesive,

logical flow of information

• Content: quality information, keyword rich,

calls to action

Your Website: The Platform

• Content Management System (CMS)

• WordPress, Joomla, Drupal, Modx, Expression

Engine

• Easy to Update

• Scalable

• Attractive

• Mobile Friendly

Your Website: The Content • Content Marketing = Blogging = Self-publishing

• Inform, entertain, engage

• Written, audio, video

• Expert status

• Search-ability

• Consistency

• Topics: Education, thought leadership,

entertainment, FAQs, case studies, success

stories, stir things up

Search Engine Optimization

• SEO = Relevance => how your

business appears to Google

• Google/iPhone = New Yellow Pages

• Both art & science

• Constantly changing

• Content, keywords, links

SEO: The Tech

• Onsite SEO

(technical)

• Semantic markup

• Title tags

• h1 tags

• Keywords

• Anchor text

• Meta description

• SEO Sandwich

• Content

• Keywords

• Links

• Social

• Citations

SEO: The Sandwich • Content: More is better, but quality is king. Write

for people, not search engines

• Keywords: Use common language. What

customers search for

• Links: Popularity contest. Quality > Quantity.

Interlink on-site between pages & posts

• Social: Links & Mentions => Google+, Twitter,

Facebook, Linkedin, Pinterest, etc.

• Citations: Local search directories & review

sites. Google+Local, Bing Local, Yelp, Merchant

Circle, Yellow Pages, etc.

SEO: The Local • Citations are paramount!

• Claim, create, update, optimize, manage

• Consistent info: Name, Address, Phone,

Website

• UBL, Info USA, Localeze

• Cultivate reviews

• Online press releases

• Groupon?

Social Media: The What • Not just a marketing

channel

• For customers, it’s

social first, business

second

• Customers are talking,

are you listening?

• Content should originate

on your platform. Social

is a distribution channel

• Easiest way for content

to go viral => social

proof

What Social Media Is:

Social Media: The Why

• Facebook, Twitter, Linkedin, Google+, Pinterest,

Instagram, YouTube

• Social media humanizes business. Personality

MUST shine through

• Reputation management is a must. Social media

amplifies both good & bad

• Referrals happen more online than in person

• Claim business profiles => KnowEm.com

Social Media: The How • Facebook - Cincy

Shirts

• Twitter - Best Buy

• Google+ - Starbucks

• Linkedin - Zipcar

• Pinterest - Whole

Foods

• Instagram - Dogfish

Head

• YouTube - Simply

Scuba

Email Marketing: The What • Permission based marketing

• Easier & less expensive to resell existing

customers than acquire new ones

• Relationship building

• Top-of-mind awareness

• Offer incentives for joining your list =>

exclusivity

• Least expensive form of direct-response

marketing

Email Marketing: The How • Email Service Provider (ESP)

• Aweber, Mail Chimp, etc. (auto-responder)

• Signup form must integrate with website, social

media, etc.

• Permission Marketing => No Spam!

• WIIFM = “what’s in it for me!”

• Automate & personalize

• Consistent contact

Online Advertising: The What

• Pay-Per-Click, Pay-Per-Impression, Ad

Networks, Remarketing

• Google Adwords

• Facebook Ads

• Amazon, Linkedin, Twitter, etc.

• Easiest way to get ranked at top of Google

• Can be extremely effective

• Can get expensive quickly

Online Advertising: The How

• Google Keyword Tool

• Set parameters

• Create landing pages

• Test, test, test!

• Wash, Rinse, Repeat

Mobile Marketing Stats

Mobile Marketing Stats

Mobile is the fastest growing digital

marketing segment!

Tying it all Together: Mobile

Marketing

• Is your website mobile friendly?

• Google likes mobile responsive design

• Majority of social media is used on mobile

device

• Is your email newsletter mobile friendly?

• Text Marketing & Mobile Apps

Conclusion

• Digital Marketing is here to stay

• Mobile is fastest growing segment

• Website is the foundation

• SEO & Social Media are essential

• Email can give best ROI

• PPC = test, test, test

• All the above are building blocks. They work together &

amplify the individual effectiveness of each other

Resources

http://SpearsMarketing.com/Resourc

es

Questions?

@SpearsMarketing