@ducttape | #dtmTOP

7 Stages of a Total Online Presence

John JantschDuct Tape Marketing@ducttape | #dtmTOP

@ducttape | #dtmTOP

Goals• Introduce you to the TOP point

of view

• Give you current thinking

• Add some tips for each

• Reveal some favorite resources

• Introduce you to the TOP Course

@ducttape | #dtmTOP

Meet the stages• Content platform

• Organic SEO

• Email marketing

• Social media marketing

• Online advertising

• Mobile and location

• Analytics and conversion

@ducttape | #dtmTOP

Content platform• Listening

• Research

• Blogging

• Lead capture

• Landing pages

• Amplify

@ducttape | #dtmTOP

Listening• Customers – Twitter Lists

• Journalists – Google Alerts

• Influencers - Alltop

• Competitors – Twitter Search

• Industry – Quora Feeds

• Blogs – Google Reader

@ducttape | #dtmTOP

Blogging• Body of work

• Chapters/repurpose

• Plugins

• Related content

• Sociable

• SEO from Yoast

• Amplify

@ducttape | #dtmTOP

Lead capture• eBook, tip sheet, how to

• Filetype: pdf

• ESPs form tool

• Pop up – Pippity

• Feature - WPTheme

@ducttape | #dtmTOP

Organic SEO• Listening

• Keywords

• Factors

• Toolbox

• Backlinks

• Local

@ducttape | #dtmTOP

SEO simplified

• Keyword optimization

• Content creation

• Authority

@ducttape | #dtmTOP

Listening revisited• Compete

• Seomoz Toolbar

• KeywordSpy

• SEO Book

• SearchStatus

• SpyFu

@ducttape | #dtmTOP

Local focus• Local pages/content

• Local profiles – Google+Local

• Local citations – getlisted.org, UBL

• Ratings and reviews

• Local groups – MeetUp, LinkedIn

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Email marketing• ESP

• Lead capture

• Newsletter

• Campaigns

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ESP tools• Form builders

• Autoresponders

• Segmented lists

• Click based actions

• Templates

• Events

• Social integration

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ESP recommendations• Aweber

• Infusionsoft

• MailChimp

• Constant Contact

• Vertical Response

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Email plan• Use ESP list building tools

• Landing page/every page

• Create series/bait

• Consider attention grabbers

• Integrate

• Promote your bait

• Add newsletter

@ducttape | #dtmTOP

Total Online PresenceProgram overview

• 6 live lessons

• Complete online portal

• Resources/action plans

• Real time updates

• Live QandA• ducttapemarketing.com/total-online-presence

@ducttape | #dtmTOP

Social media marketing• Strategy before tactics

• Google+, Facebook, LinkedIn, Twitter

• Integration

• Toolbox

@ducttape | #dtmTOP

Google+ Best Practices

• Build a full profile• Claim your +Local (Place) page• Promote with “+1” button• Focus on small Circles• Use images and videos• Comment with +name• Hangouts on Air (YouTube)

@ducttape | #dtmTOP

Toolbox

• Tweetdeck• Google Reeder• Buffer• Su.pr (Stumble Upon)• Sociable plugin

@ducttape | #dtmTOP

Online advertising• Strategy before tactics

• Landing pages

• AdWords basics

• AdWords advanced

• Online to Offline

@ducttape | #dtmTOP

AdWords tips• Beware of broad matching

• Sit out Content Network for now

• Use narrow ad groups

• Define Your “Negative” Keywords

• Consider “Remarketing”

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O2O advertising

• Google Adwords

• Google Mobile

• Facebook targeting

• Landing pages

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Use online to drive offline

• Free workshop

• Click to call/chat

• Schedule now

• Contest

• Directions

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Mobile and location• Mobile now

• Mobile future

• Location service

@ducttape | #dtmTOP

Mobile friendly web• WPTouchPro

• Responsive Theme

• goMobi

• Emulatorhowtogomo.com

• Click to chat

@ducttape | #dtmTOP

Mobile ads• Call to action

• Google Mobile ads

• Facebook Mobile ads

• Yelp Mobile ads

• Mobile messagingCallFire, Trumpia

@ducttape | #dtmTOP

Analytics and conversion• Basic analytics

• Conversion funnels

• A/B testing

• Engagement tools

• Conversion tools

@ducttape | #dtmTOP

Conversion funnels• Create goal

• Build funnel

• Optimize landing pages

• Integrate A/B testing

• Measure and fix

@ducttape | #dtmTOP

Conversion tools• Avinash Kaushik (kaushik.net)

• fivesecondtest.com

• ClickTale

• 4Q survey tool

• UserTesting.com

@ducttape | #dtmTOP

Total Online PresenceProgram overview

• 6 live lessons

• Complete online portal

• Resources/action plans

• Real time updates

• Live QandA• ducttapemarketing.com/total-online-presence