Turn your Website and other digital properties into lead and sales generators. Get sophisticated with your digital marketing efforts by using your online tools to engage customers, build stronger relationships, measure results and, in turn, boost sales. You’ll learn how to harness the power of: • Web Analytics • Search Engine Optimization • Social Media (Facebook, Twitter, YouTube) • Content Management Systems • Pay Per Click • E-newsletters Your presenter: Brad W. Kostka is senior vice president of Roop & Co. Public Relations. Kostka’s experience includes strategic, marketing, interactive, and crisis communication; media, investor and employee relations; and event planning and management. He counsels organizations ranging from global, publicly-traded corporations to local start-ups. Kostka is past president of the Greater Cleveland Chapters of the Public Relations Society of America and the International Association of Business Communicators. Kostka is also an adjunct professor at Baldwin-Wallace College where he teaches public relations and persuasion.
Citation preview
1. Friday February 19 2010 PRESENTED BY: Brad W. Kostka Senior
Vice President
2. Communication Process 3. Persuasive Process
Awareness
Interest
Evaluation
Trial
Adoption
4. Digital Marketing
Promoting your company, products or services through the
internet, mobile or other interactive channels.
Apply the same rules with digital marketing that you use with
other forms of communication.
5. To reach your audiences Be there.
Americans 18 and older spent an average of 13 hours a week
online, excluding time spent checking e-mail.
The Harris Poll
As of June 2009, approximately 1.67 billion people worldwide
use the Internet.
Miniwatts Marketing Group
6. To reach your audiences Be there.
33% of our media consumption is on the Web
Pew Research Foundation, 2009
50% of online time entails social media
Pew Research Foundation, 2009
7. Your audiences expect your participation.
93% of Americans believe a company should have a presence on
social media sites
Cone Business in Social Media Study, 2009
85% believe these companies should use these services to
interact with consumers
Cone Business in Social Media Study, 2009
8. Communicate & Participate
Does your company use
Blog?
Facebook?
Twitter?
Webcasts?
YouTube?
E-newsletter?
Content Management System (CMS)?
Pay Per Click?
Banner advertising?
Search Engine Optimization (SEO)?
9. Listen & Measure
Does your company use
News alerts?
RSS feeds?
E-mail analytics?
Web analytics?
10. How to Take Off
Start by answering 5 simple questions
What are my goals?
Who do I want to reach?
Where are they online?
What are my resources?
Where do I begin?
11. What are your goals?
Communication objectives
Increase Web traffic
Be an expert
Build relationships
impact business goals
Sales
Funding
Customer/employee relations
12. Do you want to increase Web traffic?
Search Engine Optimization
Pay Per Click
Banner Advertising
13. Search Engine Optimization 14. Search Engine Optimization -
Content 15. Search Engine Optimization - Keywords 16. Search Engine
Optimization URL, Title 17. Pay Per Click 18. Banner Advertising
19. Be an expert?
25. E-newsletter 26. Facebook 27. Facebook 28. Facebook 29. Its
all set up! Now what?
Listen
News alerts
RSS feeds
Measure
E-mail analytics
Web analytics
30. News Alerts 31. RSS Really Simple Syndication 32. Google
Analytics Visits, Pageviews 33. Google Analytics Sources, Keywords
34. Google Analytics - Content 35. E-mail Analytics 36. Now you are
off the ground!
