Your Digital Marketing Toolkit Incorporating Online Platforms into your Marketing Strategy

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2 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

3 W E D O N T G O O N L I N E. We live online.

4 The Customer Journey has Changed Traditional Customer Lifecycle Digital Customer Lifecycle View banner ad Shop online View print ad Discover Watch tutorial Watch video on mobile Purchase through call center Download app blog Watch YouTube ad Engage Explore Compare/ shop online Purchase in store Post reviews Read Reviews Buy Purchase via mobile View YouTube ad Like on Facebook

5 I-want-to-domoments I-want-to-gomoments I-want-to-knowmoments I-want-to-buymoments I-want-to-watchmoments

6 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.. Buyers are unpredictable On average, 10.4 information sources influence an online buying decision.

7 Average time spent per day by US adults shifts to digital 7:00 6:00 5:00 4:00 3:00 2:00 1:00 0:00 TV Radio Print Digital Other

8 Mobile has changed how we act and react in life Immediacy of action 62% of smartphone users are more likely to take action right away because of smartphones High expectations 77% of those who encounter a mobile site that wasn't optimized don t continue to view the site Unscripted decisions Mobile users are 20% more likely to make an impulse purchase

9 Most Effective Strategies

10 Move from Persona to PERSONAL Persona Female Age Working mother of three Personal High income but majority spent on child expenses Looking for simplicity 80k 100k Annual Income Think motivators

11 Let that Guide your Messaging Consider your demographic Example: Looking for a trustworthy, reliable and affordable mechanic? Call us today! Personal High income but majority spent on child expenses Looking for simplicity Think motivators

12 Let that Guide your Messaging Consider your demographic Example: Personal Looking for simplicity Looking for a trustworthy, reliable and affordable mechanic? Call us today! Think motivators

13 Understand your Product Solution Timeliness Do you have repeat customers and how often do they return to your business? $ behind your USP What makes you bigger and better than the competitor and what does it mean to your customer? Involvement How much research would a prospect need to do and how many competitors will they encounter before they choose you?

14 Micro-Moments: Moments That Truly Matter What are my consumer s moments? Intent What moments matter to my brand? What content, tools and features do my consumers want to consume while in their moment? Context MICRO- MOMENTS Immediacy

15 Best Practices & Pitfalls

16 Social Social is the new word of mouth Reviews & Referrals Loyalty & Lead Nurturing

17 Social Advertising 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 Audience Issues Targeting Non-Fans Boring Ad Copy Boring Images No Landing Page No Tracking Campaign Mis-Mgmt

18 Search Ads Used to find local businesses and local offers Used to find brands and their website addresses

19 Search Advertising 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? Let s explore these 7 common mistakes Not Using ETA Inconsistent Site Links Match Type Quality vs. Quantity Ad Copy Blues Negative Nelly s KW s Not Knowing your LTV

20 Organic & Content Used to complete research (answering our questions) Used to find local businesses Used to find business listings & reviews

21 Local Listings Communicates vital business information Reviews Hours of Operation Address & Phone Current offers & More Used to find local businesses near me

22 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

23 SEO 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? Let s explore these 7 common mistakes 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

24 Retargeting Site Retargeting produces your 2 nd 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:

25 Retargeting 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? Let s explore these 6 common mistakes Underwhelming Creative Annoying Your Prospect/Customer Using a Small Fishing Net Static Ads/Static Bidding Using Multiple Vendors Not Using Search & Site

26 Leverage These Strategies

27 Connecting the dots Consumers move seamlessly across many devices en route to conversion You don t have mobile or desktop customers, you just have customers

28 Focus on YOUR customer s purchase journey It will look different than other businesses. 69 % agree that the quality, timing, or relevance of a company's message influences their perception of a brand.* *Google, 2015

29 Think Gateways not just Tools or Platforms How does your message look 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?

30 Putting It All Together Build Awareness Website Brand Building LOCAL LISTING ORGANIC CONTENT Marketing Local & E.R. Display Search Retargeting Traditional Drive Sales/Leads Paid Search Site Retargeting Social Ads Contextual & Geo-Fence Display Influence Consideration Site Retargeting Paid Search Social Media Brand Building REPUTATION MGMT CONTENT

31 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?

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

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