Building Your Brand Through Strategic Management of Your Digital Personality

Transcription

1 Building Your Brand Through Strategic Management of Your Digital Personality Jay Rieckmann Principle, Thrive Creative Labs thrivecreativelabs.com

2 This year, the Outdoor Industry Association released their report The Outdoor Recreation Economy Report. $887 Billion in annual consumer spending, $179 billion of which is spent in the south Atlantic region - which includes Florida. Source: Outdoor Industry Association

3 48.8% of Americans participated in outdoor recreation in % of outdoor participants live in the South Atlantic Region of the U.S. Overall industry growth leads to more opportunities Source: Outdoor Industry Association

4 Digital Marketing Ecosystem Utilizes both inbound and outbound marketing channels Comprised of 4 key components SEO, social media, outbound marketing and your website A robust content strategy is necessary for the ecosystem to thrive Your website is at the center of the ecosystem Website

5 Your Website is the Cornerstone of Your Brand Your website is your single most important marketing tool At the center of the ecosystem is your website. No other place do you have the captive audience of your website. Its job is to attract, educate, engage & nurture prospects

6 Your Content Strategy is at the Heart of Your Website Companies that increase blogging from 3-5/mth to 6-8/mth almost double their leads* Blogging & article writing is key to adding fresh, relevant content You must have control over the content of your site (content management system CMS) WordPress, SquareSpace, Wix Sources: *HubSpot

7 Search Engine Optimization (SEO)

8 On-Site SEO 93% of online experiences begin with a search. Site architecture On-page optimization Mobile-friendliness (61% of consumers more likely to buy from mobile friendly website*) Website Site performance Content writing (content marketing costs 62% less than traditional marketing and generates 3x more leads** ) Sources: *BrightLocal, **Content Marketing Institute

9 Inbound Links Quality inbound links contribute to how Google ranks your site Guest blogging Website Affiliations and sponsors (which link to your site from theirs) Online press

10 Local Search Localized content Website Google My Business Local citation (city search, yelp etc.)

11 Social Media

12 Social Channels 87% of marketers use social media, the most common form of content marketing promotion.* Facebook Twitter Instagram Pinterest Snapchat Website Source: *Content Marketing Institute

13 Video & Photo Distribution Over 500 million hours of videos are watched on YouTube each day.* Website Vimeo YouTube Instagram Source: *Business Insider

14 Outbound Marketing

15 Marketing 89% of marketers say is their primary lead generation strategy.* MailChimp, Constant Contact, icontact Opt-ins Memberships, rented and purchased lists Marketing automation (MailChimp, HubSpot, Act-On) Website Source: *Mailigen

16 Online Advertising Search ads increase brand awareness by as much as 80%.* Social media ads Google Adwords - 65% of all highintent searches result in an ad click** Paid placement in private sites or ad networks Website Sources: *Google, **WordStream

17 Traditional Advertising Print is not dead & shouldn t be treated as such. Offline advertising and marketing still matters. Website All printed collateral Ads Radio Identity package

18 Digital Marketing Ecosystem For the ecosystem to be healthy you must have a well-functioning website at its core A robust content strategy feeds the entire ecosystem Not every sub-component in the ecosystem is right for each of you Website

19 Quantifying ROI

20 Quantifying ROI Digital marketing is highly quantifiable truly almost everything can be measured Google Analytics for websites Every website owner should have some understanding of Google Analytics Social tools such as Sprout Social and Hootsuite assist with social media reporting

21 Wrap Up Jay Rieckmann Principle, Thrive Creative Labs facebook.com/thrivecreativelabs References Outdoor Industry Association Content Marketing Institute Google Business Insider BrightLocal Mailigen WordStream Download this presentation: thrivecreativelabs.com/fowa-2017