LEARN, SHARE, GROW: Digital Marketing and Social Media. Jason Sikora, The Acquisition Agency

Transcription

1 LEARN, SHARE, GROW: Digital Marketing and Social Media Jason Sikora, The Acquisition Agency

2 Agenda 1. The Digital Age circa Marketing From the Inside-Out 3. Get In On The Conversation 4. High Level Social Media Strategy

3 The Search For Knowledge 15 Years Ago, people went to libraries and read the morning paper. Today

4 The Search For Knowledge 15 Years Ago, people went to libraries and read the morning paper. Today 2.5 billion Online Searches Per Day Worldwide

5 Instant Communication 15 Years Ago, people used Snail Mail, fax machines, and landlines. Today

6 Instant Communication 15 Years Ago, people used Snail Mail, fax machines, and landlines. Today 300 billion s Sent Per Day Worldwide

7 Entertainment Abounds 15 Years Ago, people grappled with VHS, Walkmans, TV antennas. Today

8 Entertainment Abounds 15 Years Ago, people grappled with VHS, Walkmans, TV antennas. Today 84% US Internet Users Who Watch Video Online

9 Accessible Commerce 15 Years Ago, you had to rely on catalogues and inconvenient store hours. Today

10 Accessible Commerce 15 Years Ago, you had to rely on catalogues and inconvenient store hours. Today 85% Worldwide Internet Users Who Have Purchased A Product or Service Online

11 Common Mistake Thinking this is enough: I have a website I have a website AND a Facebook page I even have an ad on Google! Having a presence online is not enough. Being online is about EXPERIENCE. A visitor s experience needs to be relevant every time. The experience needs to be seamless all the way through.

12 3 Examples

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21 Marketing From The Inside Out 5 Things To Do To Your Website before spending a dime on marketing: 1. Setting success metrics 2. Rule #1: 30 seconds for success or failure 3. Rule #2: 3 minutes to generate a lead 4. Rule #3: 30 days to turn a lead into a sale 5. Share!

22 Marketing From The Inside Out 1. Set your success metrics and ensure you can track them

23 Marketing From The Inside Out 1. Set your success metrics and ensure you can track them For your efforts to be successful: How many visits do you need drive? How many will be unique? How many visits will make it past your first page? How many leads will you generate? How many new sales or new members? How much are you willing to pay at each step in your funnel? How much is a potential customer worth at each step? If you don t know the answer to some of these questions guess!

24 Marketing From The Inside Out Rule #1: You have 30 seconds from the time someone arrives at your site to engage that visitor. Otherwise they are leaving and are likely gone forever.

25 Marketing From The Inside Out Rule #1: You have 30 seconds from the time someone arrives at your site to engage that visitor. Otherwise they are leaving and are likely gone forever. Most marketers either use an existing page on their site and more often than not - their Home page. This is a BIG mistake. A page that has specific context to the link the visitor clicked will outperform a general landing page every time. Some tips: Content directly related to the link your future customer clicked on Make your content scan-able Benefits. Benefits. Benefits. Calls to action: ABC = Always Be Closing. Ask for the sale. Often. Make sure your Landing Page looks like your ad

26 Marketing From The Inside Out Rule #2: You have 3 minutes to covert an engaged visitor into a lead or sale. If you don t get them into your database with 3 minutes they are gone and likely not coming back.

27 Marketing From The Inside Out Rule #2: You have 3 minutes to covert an engaged visitor into a lead or sale. If you don t get them into your database with 3 minutes they are gone and likely not coming back. You ve worked hard to get someone to your site make the most of that visit by giving them a reason to engage with you. Some tips: Don t let your visitors figure out what to do tell them what to do Make them an offer. Offer them a newsletter or access to exclusive content or a coupon. Make your forms as painless as possible and make them matter Reinforce the sale - reminding your future customer of the core benefits they will be receiving by engaging with you. Count how many clicks to get to success - every click results in 50% traffic loss

28 Marketing From The Inside Out Rule #3: Once you have generated a lead, you have 30 days to convert that lead into a sale otherwise the likelihood of converting them drops dramatically and drastically.

29 Marketing From The Inside Out Rule #3: Once you have generated a lead, you have 30 days to convert that lead into a sale otherwise the likelihood of converting them drops dramatically and drastically. Use the address they have provided to send them something relevant and useful to get them interacting with the site Plan a 30 day calendar/series of s Some tips: Welcome with useful information about how to get the most of their experience with you Complete a profile to get the most value from your site Offer relevant content or a coupon. If you want to ramp subscriptions, memberships or purchases - offer a promotion or contest and prize that will resonate specifically with your target audience. Test your way into this

30 Marketing From The Inside Out Make it easy to share Over 300 ways to integrate, share, distribute! Pick the share options that are most relevant to your audience Place them at key points of the user experience

31 Marketing From The Inside Out In summary: 1. Set your success metrics 2. Focus on the first 30 seconds 3. 3 minutes to generate a lead days to turn a lead into a sale 5. Make it easy to share

32 The New Marketing Funnel

33 SEM & SEO Search Engine Marketing (SEM) and Search Engine Optimization (SEO) are highly cost-effective ways to reach your target audience. SEM: Cost-per-click marketing, available to anyone anywhere Targeted, flexible and cost effective

34 SEM & SEO SEO is making sure your site shows up organically on a search at no cost to you.

35 SEO Primer Architecture Content Linking Select your keywords and embed them in your: URLs Page Titles Headings Images Links Be careful with click depth Clear and clean navigation Develop content based on your keywords and related terms Make sure your content pages follow proper architecture format Solicit links from industry groups, associations, directories, suppliers, partners and friends Ensure those links have your keywords in them

36 Social Media Word-of-mouth advertising has existed since dawn of time. People are searching the web for information, referrals, POV s and experiences on fitness goods and services Now that your site is ready, join the conversation! When trying to figure out which social media outlets will best connect you with your demographic, take a look at what social media channels your competition is utilizing.

37 Facebook Connects people to keep up with friends, upload photos, share links and videos. Over 750 million active users (last 30 days) 50%+ log on every day Average user has 130 friends in their network 900 million+ objects that people interact with (pages, groups, events and community pages) Average user is connected to 80 community pages, groups and events

38 Facebook Pages Free product for organizations, public figures, businesses, and brands to express themselves and communicate with people on Facebook. Pages work like a micro-site intended to connect you with potential clients. Various benefits: Raise brand awareness Inherently viral Drive traffic back to your business/website Interact with new and existing customers where they are

39 Facebook - Advertising Create highly-targeted CPC campaigns to reach your audience You can target by: Location, Language, Education, and Work Age, Gender, Birthday, and Relationship Status Likes & Interests Connections (users connected to your page) or Friends of Connections Drive traffic back to your Facebook Page or your website

40 Pinterest 17.8 million US visitors 52% growth in visitors since January 3 rd most popular social network behind Facebook, Twitter Drives more referral traffic than Twitter Pin images/videos from outside sites Homepage feed shows relevant pins from your areas of interest, people you follow and what s popular Allows you to browse categories, videos, popular and gifts

41 LinkedIn A networking tool to connect users in business. Allows users to share employment history and future objectives. 120 million members in over 200 countries and territories Over 4 million members in Canada More than 2 million companies have LinkedIn Company Pages Over 1.3 million Groups

42 LinkedIn Company Pages Company pages: Showcase products, employees and current events Interact with video Feature special offers Users can recommend your products, services, or promotions

43 Linked In Ad Targeting

44 High Level Social Media Strategy

45 High-Level Social Strategy PHASE 1 PHASE 2 PHASE 3 PHASE 4 PHASE 5 Integrate Social Media Multipliers into Web site Create opportunities for User Generated Content Inspire and incentivize members for interacting with Social integrations Launch External Social Media strategy Launch Social Distribution Tactics

46 High-Level Social Strategy Phase #1: Integrate Social Media Multipliers Ensure all social multiplier hooks are integrated into site and every member touchpoint: Comprehensive Share and Like functionality on all pages Prominent Share opportunities at key customer interaction points Facebook Connect

47 High-Level Social Strategy Phase #2: Create opportunities for user generated content and community interaction Integrate community oriented features: User generated reviews and ratings Voting, liking of reviews, comments, newsfeed entries Twitter feed showing latest posts by community members Community Forums

48 The Socially Integrated Site

49 High-Level Social Strategy Phase #3: Inspire and incentivize members for interacting with Social integrations Create weekly/monthly promotions that reward members for Liking, Sharing, Posting and Rating Phase #4: Launch External Social Media strategy Create main Facebook page, Twitter feed etc. Feature all of your products and services Goal is to ensure Social visitors get to experience the full depth and breadth of offers rather than just one community

50 Building Content and Community

51 High-Level Social Strategy Phase #5: Launch Social Distribution Tactics Create content, comments and promotions calendar for each community Map, pursue, integrate and link with social distribution targets specific to each network Facebook groups Twitter influencers Blogs and communities Social bookmarking sites Directory submissions Article writing and syndication Social PR distributers Partner Social efforts Execute post schedule as per each network calendar

52 QUESTIONS? COMMENTS?

53 Final Thoughts Learn Know your audience and learn what they are searching for Who is talking, who is sharing, who is buying? What are your competitors doing? Share Don t just sell; provide info, ask questions, answer questions, listen and participate Focus on Quality Content not just the final conversion Grow Analyze & Optimize the web is a fast and friendly focus group Extend your reach through SEM, SEO, Marketing and Social Media

54 Thank You I hope you found it useful! For more information please contact: Jason Sikora jason@acqagency.com x101