How to Attract Customers Using Digital Marketing

Seth SpearsChief 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/Resources

Questions?

@SpearsMarketing