David Schuchman Princeton Technology Advisors LLC PrincetonTechAdvisors.com

Transcription

1 David Schuchman Princeton Technology Advisors LLC PrincetonTechAdvisors.com John Biancamano LLC InboundDigital.net

2 About Us David: Information Technology Consultant - Princeton Technology Advisors, LLC. 30+ year career in Information Technology. Website design and support, IT infrastructure and IT managed services. John: President of, LLC digital marketing consulting and training; website/social media strategy; website design. Worked in digital marketing, web development, search optimization, and content creation for 15+ years. Small business mentor and Chapter Chair with Princeton SCORE.

3 What is Digital Marketing?

4 Digital Marketing Using Internet Channels and Internet Technology to promote your company, products, and services. Online focus on increasing the visibility and extending the reach of your business.

5 Digital Marketing Channels Your Website Hub of All Online Marketing Content, Calls to Action, Search Engine Rankings / SEO PPC / Online Ads Social Media Campaigns Mobile Reviews/Local Directory Listings

6 Everything you do online must support your Business Goals!

7 What Trends are Driving the Way We Do Business?

8 93% of business purchases start with an online search. 67% of the buyer s journey is complete before they contact sales. 72% of buyers start their research with Google.

9 Trends Driving Change The Internet has made information easily accessible and available 24 x 7. People are empowered with more information: Reviews, recommendations, pricing,

10 Trends Driving Change Marketing is a now a Two-way Conversation Companies are no longer in control of their message. Customers comment on the message, they critique it, 'Like' it, and discuss it with their peers. Control has Shifted to the Customer.

11 The Traditional Marketing Funnel

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13 Traditional (Outbound) Marketing Interruption marketing Communication is one way. Messages are pushed out through various channels, hoping that the right message reaches its target. Advertising, cold calling, direct mail, telemarketing, Expensive higher cost/lead. More difficult to measure ROI. Messages are being tune out!

14 Inbound Marketing Focuses on getting found by customers Communication is two way. Provide information to prospects where and when they want to consume it. Content, SEO, PPC, social media, mobile, Lower cost/lead than outbound.

15 Inbound Marketing Easier and less costly to measure performance and make adjustments. Marketers provide value: education and entertainment engage to build long-term relationships Customers are earned.

16 Website Best Practices

17 Why is Your Website So Important? There is no Yellow Pages anymore Let Customers & Prospects find you Validates you as a business referral A professional website gives your business credibility Demonstrate your expertise and industry knowledge If your business is not found, it s irrelevant!

18 Website Content Organized for Good Communication: We want information quickly; Easy to read Sections; Headlines; Use bullet points Website & Web Pages Purpose: Tells a story with Keywords Information, e-commerce, About, Contact, etc. Short Load Time: We all hate to wait Don t use high resolution images & content.

19 Promote Website Content

20 Promote Website Content It s Not Enough Just to Publish Your Website You need to let potential customers know about it Register your pages with search engines: Google & Bing Promote your website through and social media Back Links - Ask others to put your link on their website Use paid search (PPC), sponsored posts, and paid advertising for faster results.

21 Mobile - Responsive Web Design Website design for desktop and mobile viewing Layout adapts to device (desktop, tablet or smartphone) & screen size People are 5 times more likely to leave a site if it isn't mobile-friendly* 97% of millennials (18-34 years old) are mobile users** 20% of millennials don t even use a desktop**. * Google ** comscore - Measures audiences, brands and consumer behavior

22 Social Media Add Social Media Buttons with Links to your Social Media Sites so Visitors Can Connect with You Add Social Media Share Buttons for Visitors to Like and Share your Content.

23 Local Search 20% of all Google searches are local: business counseling mercer county vs. business counseling Optimize content for local search: Add location and local contact info of every page. Use local search terms as keywords. Add a map and directions. Get listed in local directories.

24 Google My Business It s Free Helps local businesses increase their presence online via Google Search & on Google Maps.

25 Social Media Strategy

26 Social Media Marketers often make the mistake of diving into social media without a clear plan. At best, this is a waste of time and at worst, it can lead to a PR disaster. To benefit from social media, you need to build a clear strategy that takes into account what you re trying to achieve.

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28 Set Your Goals Who do you want engage with? What type of content will you post? How often will you post? Be aware of how to use the different social media channels. What do you want to happen as a result of your posts?

29 Examples of Social Media Objectives Increase brand and product awareness Generate sales leads Increase website traffic Improve customer loyalty Learn more about customers and their opinions Create relationships with bloggers and influencers

30 Evaluate Your Resources What resources do you currently have to devote to social media recruiting? Personnel Time Content Development Set goals and priorities, and monitor performance, to stay on track and avoid wasting time.

31 For most of the people online Social Media is about ME! How can you help ME?

32 Social Media should be about: How can I help YOU? Provide Value: Share Information (quality over quantity), Answer Questions, Give Constructive Feedback, Engage with Followers, Establish Trust, Build Relationships! 80/20 Rule of Engagement

33 Which Social Media Platform is Best? You can t be on every social media platform! Determine which SM Platform is MOST relevant to your business. What is your product? Where are your customers? Where are you competitors? Experiment, Measure, and Adjust. Social media takes time to produce results. Be Consistent and Stick With It.

34 Marketing

35 Marketing Most cost-effective - Can even be free (e.g. MailChimp) is #1 app on mobile devices Typical content: Newsletters Customer education Events & meetings Product releases & news items, etc. Conversion via is 3X higher than social media.

36 Marketing Best Practices Know your target audience Tell what to expect when they sign up for your mailing list Use marketing service to measure campaign results The message incentivizes reader to go to your website Put your web address & Social Media links in your signature Follow regulations: CAN-SPAM & CASL: Opt-In, Opt-Out Your contact info...

37 Marketing What s Important Quality of your mailing list! Subject line and message to have a goal Include images / graphics (some limits) Include calls-to-action Test subject line, message content, and calls-toaction to increase conversions A/B testing Measure performance & results.

38 Content Marketing

39 Content Marketing Any marketing format that involves the creation and sharing of media in order to acquire customers. It is not focused on selling, but on simply communicating with customers and prospects.

40 Content Marketing Instead of pitching your products or services, you are delivering information that helps prospects make an intelligent buying decision. The belief that if we deliver consistent, ongoing valuable information to buyers, they will ultimately reward us with their business and loyalty.

41 What Type of Content? Blog Posts Videos Surveys/ Polls Infographics Images / photos Live streams (Periscope, Facebook) Apps (Facebook) Presentations (Slideshare) Webinars/ Hangouts

42 Content Guidelines Understand your target audience and address the challenges they face. Solve customer problems don t focus on product specs. Keep content fresh, and reuse relevant existing content. Original content has the biggest impact, but it takes time and talent. Curate relevant industry-related content for social media posts.

43 B2C Content Goals* * Content Marketing Institute 2016 B2C Benchmarks

44 B2B Content Goals* * Content Marketing Institute 2016 B2B Benchmarks

45 Content Top Challenges* * Content Marketing Institute 2016 B2B Benchmarks

46 Content Marketing for Different Stages in the Buying Cycle

47 Content Curation Content curation is the process of finding, organizing and sharing online content. Content curators provide a customized selection of the best and most relevant resources on a very specific topic or theme. Automate the content curation process to increase efficiency! Inbound

48 Content Mix 80/20 Rule 50% curated content 20% promotional content 30% original content

49 Content Curation

50 Content Curation

51 Content Creation

52 Content Calendar

53 Search Engine Optimization

54 What is Search Engine Optimization (SEO)? The process of gaining visibility in organic (free/natural) search engine results in order to drive traffic to your website There are two primary components to SEO: On-Page SEO and Off-Page SEO.

55 On-Page SEO Page Content Optimized with keywords Page Title (Title Tag): Content Marketing - URL (with keywords): Meta Description (156 char max): Snippets of text that describe a page's content Don't appear on the page itself hidden in the website program Tell search engines what a web page is about Internal links Use keywords in page links & anchor text Image (Alt) tags Not seen, but seen by search engines.

56 Off-Page SEO Refers to activities by others outside of your website that give your website credibility. The most important are: Link Building Social Media Social Bookmarking Service for storing, sharing, and searching for website bookmarks Off-page SEO gives an indication on how the world (Google) perceives your website.

57 Ways to Improve SEO On-Page first, then Off-Page Most of your SEO time will be spent with Off-Page SEO Become part of the community in the major social media sites Write & Publish: Create a blog with relevant original and unique content Post & promote blog content in social media and industry sites LinkedIn: Groups and Pulse Submit articles to industry and online magazines Make pages primarily for users, not for search engines. ~ Google Webmaster Central

58 Paid Search

59 Pay Per Click (PPC) Advertising Internet marketing strategy in which advertisers pay a fee each time one of their ads is clicked Advertisers buy visits to your website, rather than attempting to earn those visits organically Search Engine Marketing (e.g. Google AdWords) is one of the most popular forms of online advertising Social media platforms offer paid advertising in the form of ads and sponsored posts.

60 Google AdWords Your website seen by customers at the very moment that they re searching on Google for the things you offer Only pay when they click to visit your website: 1. Set a daily budget 2. Choose your advertising audience - Location(s) & keywords 3. Set your bid (strategy) the amount per click / view 4. Write ad that tells people what you offer.

61 Keyword Bidding Strategies Cost Per Click (CPC) What & How You Pay Costs nothing until your ad is clicked, then you re charged your winning bid amount Use if website traffic is key to your objective Cost Per Impression (CPM) Costs your winning bid for every 1,000 displays of your ad, even if nobody clicks it Use if brand reach is key to your objective.

62 Creating an AdWords Campaign Line 1 (25 characters ) Title - should include keywords. Line 2 (35 characters) Ad Text- describe a benefit. Line 3 (35 characters) Ad Text- include a feature or an offer Line 4 - Display URL - your website address Test variations of ad text to see which version converts better.

63 Other PPC Options Microsoft adcenter (#2) Yahoo! Search Marketing (#3) Social Media Sites: Facebook YouTube Your provider, etc. Often mandatory for free service subscribers.

64 SEO vs. PPC

65 Competitive Analysis

66 Competitive Analysis

67 Competitive Analysis

68 Competitive Analysis

69 Competitive Analysis Free Tools SimilarWeb: SEMRush: Website Grader: website.grader.com Moz Open Site Explorer: moz.com/researchtools/ose/

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75 Marketing Analytics

76 Why Use Analytics? Measure results to see the effectiveness of your marketing and social media programs: to identify what works, to help you make better decisions, and to focus more of your investment in the most productive areas. Monitor on-going performance, make changes, as needed, until you ve achieved your goals. Am I getting the behavior I want (conversions)?

77 Social Media & Metrics Social Media Website analytics measure: Social engagement (clicks, Likes, follows, comments, shares, etc.) Impressions (reach) how many people see your promotion. Your influence within your industry. Analytics measure Opens and CTR They don t measure the effects of social media/ interactions with your website and the effects you campaigns have on business.

78 Website Metrics Use Google Analytics or a similar tool to monitor and measure the effect that social media engagement has on your website traffic. Website Traffic to look at: Who is visiting your website: new vs. repeat. How are they finding you: search, ads, social media, What are visitors doing when they get to you site.

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80 Am I Getting My Desired Behavior?

81 Do It Wrong Quickly! Experiment to learn what works Monitor Performance Make Adjustments until you get your desired behavior (conversions).

82 Thank You! Any Questions?

83 Contact Us John Biancamano, LLC InboundDigital.net David Schuchman Princeton Technology Advisors, LLC PrincetonTechAdvisors.com