Adapt or Die: 5 Digital Marketing Strategies #sova17 Kent Lewis (@KentjLewis) President & Founder...
-
Upload
camron-clewis -
Category
Documents
-
view
220 -
download
3
Transcript of Adapt or Die: 5 Digital Marketing Strategies #sova17 Kent Lewis (@KentjLewis) President & Founder...
Adapt or Die:5 Digital Marketing Strategies
#sova17
Kent Lewis (@KentjLewis)President & FounderAnvil Media, Inc. (@AnvilMedia)AnvilMediaInc.com
About Me
Penguin-proofingMedia-maximizationMobilization EvangelismAutomation
Agenda: 5 Digital Strategies
1. Penguin-proofing: 3C’s of SEO
Content
Code
Credibility
1. Penguin-proofing: Ranking Factors
1. Penguin-proofing: Future Ranking Factors
1. Panda vs. Penguin: Cliff Notes Version
Panda targets low quality content, thin content, duplicate content, etc.Penguin targets spam (and at this point it’s heavily targeting unnatural inbound links).
Diagnose impact of Penguin & PandaClean up your actDesign for end users, not search enginesCreate compelling, unique & engaging contentOptimize, syndicate & promote your contentFocus on engagement metrics
1. Best Practices Post Penguin & Panda
2. Media-maximization: Video
Content > HD Video > images, audio & textStorytelling > 30 second video = 1M words2nd Largest search engine by volume
2. Video By The Numbers
86% of the U.S. internet users viewed online video 183M users watched more than 37B videos The average length of videos viewed 6.1 minutesVideo ad views reached nearly 11BAdvertisers spend $2.9B on video ads in 2012
2. YouTube By The Numbers
Over 800M unique users visit each month Over 4 billion videos are viewed a day72 hours of video uploaded every minute25% of views are mobile (3x in 2011)
2. Video Sales Cycle
Build your own TV channel (not just commercials)
Design content for all stages of the funnelAwareness & Interest: Interviews, news and trendsIntent & Purchase: Demos, seminars & success
storiesCustomer Service & Support: How-to’s, FAQs
2. Video Production Best Practices
Target duration: 30-120 secondsYou have 10 seconds to capture viewersUtilize text boxes & graphics for brandingInclude a CTA in video close
2. Video Maximization Best Practices
Create text transcript for SEO (& ADA)Create podcast from audio (for iTunes)Create still images for Pinterest, Flickr, etc.Protect & track via watermarking, as appropriate
2. Video Optimization Best Practices
Incorporate keywords throughout channel/profileIncorporate keywords in filename, title, descriptionInclude relevant URL in front of descriptionInclude a call-to-action in the description
2. Video Optimization Best Practices
Add descriptive “tags” to videos if availableEnsure videos are properly categorizedSelect a compelling thumbnail
2. Video Promotion Strategies
Create a video sitemap (for SEO)Embed & promote videos across web propertiesInclude surrounding text for contextIncorporate links/QR codes in print collateralPromote channel/videos in electronic collateralIncorporate into advertising & PR campaigns
YouTube Metrics1. Likes (per View)2. Comments (per week)3. Shares (per Video)4. Subscribers (per week)
2. Measuring Video ROI
3. Mobilization
PersonalTargetedScalableImmediateActionablePortableInteractiveMeasurable
3. US Smartphone Usage & Spend
3. Mobile Search Queries by %
3. Mobile Website Optimization
3. Mobile Ad Spend Trending
3. Mobile Ads Work
Anvil
Media
3. Develop a Mobile Marketing PlanYo
ur
Com
pany
Provide background on current mobile advertising landscape
Evaluate the development of a mobile website versus an app
Detail mobile website best practices
Audit current mobile presence
Prioritize and recommend specific mobile optimization and advertising opportunities
Provide Anvil access to analytics platform
Be available for questions
Review Audit & Plan Provide feedback to
Anvil
Assist in setting up mobile sitemap
Provide list of mobile web and app developers
Setup mobile PPC campaigns Prepare and launch mobile PPC
landing pages Organize and launch mobile
SMS advertising program Develop QR codes for specific
content
Develop mobile specific organic landing pages
Utilize Anvil’s recommendations for mobile website best practices
Provide Anvil with mobile ad creative, if necessary
Develop mobile app, if needed
Provide monthly traffic reports and analysis on mobile traffic
Optimize mobile PPC campaigns
Recommend new mobile ad networks to expand into
Supervise and organize all mobile advertising
Ensure all pages have a mobile optimized version
Provide Anvil with details on upcoming ad campaigns to determine how best to utilize mobile
4. Evangelism: Social Media Trends
4. Evangelism: Social Media Trends
Gain industry and constituent insightsProvide affordable customer serviceCreate or extend brand awarenessBuild community & thought leadershipGenerate measurable top line revenue
4. Evangelism: Social Media Benefits
4. Evangelism: Consumer Expectations
4. Ten Essential Social Media Elements
Philosophy
Optimization
Voice
Content
Generosity
Velocity
Administration
Training
Commitment
Measurement
Manager vs. EvangelistTactical vs. strategicImplement vs. manageTalk vs. InspireSingle voice vs. many voicesMonitoring vs. trainingSocial media vs. leadership experience
4. Evangelism: Manager vs. Evangelist
Conversions: leads or salesEngagement: conversations, sharing
and sentimentMetrics: relative vs. absolute (ratios)
4. Evangelism: Social Media Measurement
Measure what moves your businessIdentify growth challenges &
opportunities
4. Evangelism: Social Media Measurement
4. Evangelism: Thinking Ahead
5. Automation: Statistics
79% of marketing leads never convert into sales50% of leads are qualified but not yet ready to buy25% of leads are legitimate and should advance to salesNurtured leads make 47% larger purchases than non-nurtured leads.
5. Marketing Automation: Benefits
Develop & analyze marketing campaigns & customersLead management, scoring and nurturingAutomated campaign management & reporting
5. Marketing Automation: Key Players
5. Marketing Automation Cheat Sheet
Penguin-proof your websiteMaximize video useMobilize your marketing efforts Evangelize social media within your
organizationAutomate your marketing via tools
Conclusion
Five Hospitality Mobile and Social Learningshttp://ow.ly/i6cNT
The Ultimate Guide to Video Marketing on YouTubehttp://www.imediaconnection.com/content/32406.asp
5 Digital Trends You Need to Embrace http://www.imediaconnection.com/content/32763.asp
6 Social Media Platforms at-a-glancehttp://www.imediaconnection.com/content/24165.asp
How to be a Rock Star on 8 Social Media Platforms http://www.imediaconnection.com/content/30534.asp
Resources: Related Articles
Questions?
Hand me a card to receive a copy of this presentationRead articles & white papers in the Anvil Resources sectionRead our blog & follow us on Twitter (@AnvilMedia)Sign up for our monthly email newsletterDrop me a line for a free assessment
@KentjLewisPresident & FounderAnvil Media, [email protected]