EDGE Digital Media Overview

November 15, 2012

11/14/2012 2

How It Got Started

• It seemed like a good idea…

• Great added value service

• Built out the Internal Marketing Dept. 2006 - 2009

• Hired great people

• Clients started to inquire

• Launched Marketing Services Group in February 2009

INTRODUCTION

• Website Design

• Search Engine Optimization

• Paid Search

• Email Marketing

• Mobile

• Social Media

AGENDA

OVERVIEW

Inbound Marketing: The Basics • Creating content that your clients/prospects will

seek out rather than pushing your message onto them

• Content that your clients highly value • Make your firm and your content easy to find • Can work harder and longer than outbound

marketing • Less hard costs • Trackable and detailed ROI

• Setting Website Goals and Objectives

• Website Tracking

• Generating Leads

WEBSITE

What Are The Marketing Goals and Objectives Of Your Website? • Establish a web presence/credibility?

• Promote your brand?

• Act as a resource to your customers?

• Generate leads for your business?

• Sell your product online?

WEBSITE GOALS

GOAL: Establish a Web Presence/Credibility • People are Googling your company

• What do they find when they get to your website?

First impression

Establishing a web presence allows you to control this message

• Can be done at a relatively low cost using a template layout

• Functions as a “cyber-brochure”

WEBSITE GOALS

GOAL: Establish a Web Presence/Credibility

WEBSITE GOALS

• Basic overview information • No call to actions • No interaction • No resource information • No lead generation or tracking

GOAL: Promote Your Brand • First interaction with your brand

A branded website allows you to control the look and feel that your clients and prospects encounter

• Allows you to differentiate their web experience from your competitors’

• Likely to require custom design and coding

WEBSITE GOALS

GOAL: Promote Your Brand

WEBSITE GOALS

GOAL: Act as a Resource • Clients and prospects are looking for answers to their questions online

Can you be the answer?

• Become visible in search engines for questions your clients are asking

• Have visitors return to your site over and over

• Requires a significant time investment to create content

WEBSITE GOALS

GOAL: Act as a Resource

• 16% of Google searches are performed for the first time

WEBSITE GOALS

GOAL: Act as a Resource

WEBSITE GOALS

GOAL: Generate Leads For Your Business • Attracting hundreds or thousands of visitors is great, but do you know how

to get in touch with them?

Collect lead details by using offers

• Create relevant content that your visitors find valuable, and they will give you contact information in exchange.

• Time must be invested to create content that your visitors will value highly.

WEBSITE GOALS

GOAL: Generate Leads For Your Business

WEBSITE GOALS

GOAL: Generate Leads For Your Business

WEBSITE GOALS

GOAL: Sell Your Product Online • Whether you are selling products direct, or driving customers to

distributors, you want to make it easy to buy your product.

• Popular options include PayPal or Google Checkout

• These third-party services charge a fee per-transaction

WEBSITE GOALS

GOAL: Sell Your Product Online

WEBSITE GOALS

GOAL: Sell Your Product Online

WEBSITE GOALS

How Are You Measuring the Success of Your Website? • Number of visitors?

• Search visibility?

• Quality of visitors?

• Number of leads?

• Number of sales?

WEBSITE TRACKING

Google Analytics • In order to start tracking, you need an

analytics program

• Google Analytics is free and easy to use

• http://www.google.com/analytics/

• Install tracking code and you can be up and running in minutes

WEBSITE TRACKING

Google Analytics Overview

WEBSITE TRACKING

WEBSITE TRACKING

Google Analytics Overview

Location

WEBSITE TRACKING

Browser & Operating Systems

WEBSITE TRACKING

Devices

WEBSITE TRACKING

Organic Search

WEBSITE TRACKING

Social Sources

WEBSITE TRACKING

Site Content

WEBSITE TRACKING

In-Page Analytics

WEBSITE TRACKING

Goals Overview

WEBSITE TRACKING

Online Lead Generation Tactics

• Contact form

• Request A Quote

• Ask an Expert

• Mailing list

• “Premium” download

• Webinar/event

LEAD GENERATION

Contact Form • Base model

• Requires almost no effort from site owner

• Low lead generation

LEAD GENERATION

LEAD GENERATION

Request a Quote • Gather data sales team needs

to qualify prospect

Ask an Expert • Answer direct questions from customers

• Requires technical expertise & monitoring

• Timely response

• Dedicated

• Provides direct interaction with your prospects and customers

• Positions you as Industry expert/leader/authority in your market

LEAD GENERATION

Mailing List • Sign up for information

• Typically a e-newsletter

• Need to create and provide information

• Dedication (i.e., quarterly, monthly weekly, etc.)

LEAD GENERATION

Premium Download LEAD GENERATION

Webinar/Event

LEAD GENERATION

Lead Follow-Up • Someone MUST own this

• Create process and follow it

• Personal contact

E-mail, phone call, add to e-newsletter, invite to event, etc.

• Add to marketing communications (i.e., e-newsletter, e-blasts, etc.)

• Keep-in-touch program

LEAD GENERATION

• Goals and Objectives

• Tracking

• Leads

• Questions?

WEBSITE SUMMARY

• Paid vs. Organic Search

• Keyword Research

• On-Page Optimization

• Links

SEARCH ENGINE

OPTIMIZATION

PAID VS. ORGANIC

Does Anyone Click On Paid? • Depends on the search

Survey Released in August 2012: • 1.4 billion searches conducted by 28 million UK citizens in June 2011

• Overall 94% for organic to 6% for paid

• However…

PAID VS. ORGANIC

November 14, 2012 © 2012 Skoda Minotti

PAID VS. ORGANIC

Source: Wordstream.com

November 14, 2012 © 2012 Skoda Minotti

PAID VS. ORGANIC

Source: Wordstream.com

KEYWORD RESEARCH

• Google Keyword Tool – https://adwords.google.com/o/KeywordTool

• Determine search volume

• Find related keywords

• Generate new ideas

KEYWORD RESEARCH

KEYWORD RESEARCH

PAGE TITLES

HEADLINES

META DESCRIPTIONS

LINKS

Find sites that currently link to you: www.google.com/webmasters/tools/

Find New Link Partners • Partners/vendors

• Trade associations

• Community organizations

• Local Chambers of Commerce

• Better Business Bureau

• College/Universities (recruiting)

LINK BUILDING

• Paid vs. Organic

• Keyword Research

• On-Page Optimization

• Links

• Questions?

SEO SUMMARY

• Keyword Research and Selection

• Budget

• Ad Creation

• Measurement and Management

PAID SEARCH

KEYWORD RESEARCH

BUDGET

https://adwords.google.com/o/TrafficEstimator

AD CREATION

Ad Creation

• Create Ad Groups for different target audiences/objectives

• Create multiple variations within each Ad Group

• Make sure each ad leads to a landing page

• Test ad variations to see which performs the best

Within AdWords

MEASUREMENT

MEASUREMENT

Within AdWords

• Search Network/Display Network

• Device: Desktop/Tablet/Mobile

• Location

• Language

• Manual/Auto Bidding

• Scheduling

MANAGEMENT

Keyword Research and Selection

• Keyword Research

• Budget

• Ad Creation

• Measurement & Management

• Questions?

PAID SEARCH SUMMARY

• List Building

• Email Service Providers

• Content

• Measurement

EMAIL

Never Purchase An Email List • Build organically through clients and

contacts

• Develop process for adding new contacts to the list

• Promote signup in email signature, on website, social media, etc.

LIST BUILDING

Website Signup

LIST BUILDING

EMAIL SERVICE PROVIDER

Find your ESP: www.marketingsherpa.com/page/espinator

MailChimp

ExactTarget

Constant Contact

• Company news

• Industry news

• New offers/specials/discounts

• Q&A

• Team member profile

• Call-to-action (CTA)

• Surveys

• Etc.

CONTENT

CONTENT

MEASUREMENT

Send Stats • Open Rate

• Click Rate

• Unsubscribes

• Bounce Rate

• Popular Links

Industry Stats - http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/

MEASUREMENT

Individual Tracking

MEASUREMENT

• List Building

• Email Service Providers

• Content

• Measurement

• Questions?

SUMMARY

• Mobile Optimized Content

• QR Codes

• Is Mobile Right for You?

MOBILE

MOBILE OPTIMIZED Not Optimized Optimized

QR CODES

• What are your goals and objectives?

• Do you have mobile-optimized content to promote?

• Is your audience mobile?

IS IT RIGHT FOR YOU?

• Mobile Optimized Content

• QR Codes

• Is it Right for You?

• Questions?

MOBILE SUMMARY

• Blog

• Facebook

• Twitter

• Google Plus

• YouTube

SOCIAL MEDIA

• Blog Layout

• Content Generation

• Blog Platform

• Attracting Traffic

• Measurement

BLOG

BLOG

BLOG

Content Generation • Industry News/Opinion

Content Curation Sites (I.E., Scoopit.Com)

• Q&A From Customers

• Company News

• Guest Blogs

• Repurposed Content From Other Platforms

• Etc.

Blog Platform

BLOG

WordPress

Blog.com

Blogger

Attracting Traffic • Search Engine Optimization

• Website

• E-blast/E-newsletters/E-mail signatures

• Social Media

BLOG

Measurement

BLOG

• Individual Page

• Place Page

• Facebook Ads

FACEBOOK

Individual vs. Place Pages

FACEBOOK

Facebook Ads

FACEBOOK

FACEBOOK

Facebook Ads

• Individual Page

• Business Page

• Twitter Ads

TWITTER

Individual/Business Page

TWITTER

Twitter Ads

TWITTER

• Individual Page

• Author Profile

• Business Page

GOOGLE PLUS

Individual Page

GOOGLE PLUS

GOOGLE PLUS

Author Profile

GOOGLE PLUS

Business Page

GOOGLE PLUS

Business Page

• Content Generation

• Company Channel

• Measurement

YOUTUBE

Content Generation • Product videos

• “How-to”

• Customer Q&A

• Testimonials

• Industry relevant

• Etc.

YOUTUBE

Company Channel

YOUTUBE

Measurement

YOUTUBE

• Facebook

• Twitter

• Google Plus

• YouTube

• Blog

• Questions?

SUMMARY

THANK YOU!

Jonathan Ebenstein Managing Director, Marketing Services

Phone - (440) 449-6800 x7231 Email - jebenstein@skodaminotti.com

Bob Goricki Online Marketing Manager

Phone - (440) 449-6800 x7234 Email - bgoricki@skodaminotti.com

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