Digital Media Overview
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The document provides an overview of Edge Digital Media's marketing services, focusing on strategies like website design, SEO, paid search, and social media from 2006 to 2012. It emphasizes the importance of inbound marketing and establishing a web presence to generate leads and enhance brand visibility. Additionally, it covers various metrics to track website success and offers insights into effective online marketing techniques.
Digital Media Overview
- 1. EDGE Digital Media Overview November 15, 2012
- 2. INTRODUCTION How It Got Started • It seemed like a good idea… • Built out the Internal Marketing Dept. 2006 - 2009 • Clients started to inquire • Great added value service • Hired great people • Launched Marketing Services Group in February 2009 11/14/2012 2
- 3. AGENDA • Website Design • Search Engine Optimization • Paid Search • Email Marketing • Mobile • Social Media
- 4. 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
- 5. WEBSITE • Setting Website Goals and Objectives • Website Tracking • Generating Leads
- 6. WEBSITE GOALS 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?
- 7. 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”
- 8. WEBSITE GOALS GOAL: Establish a Web Presence/Credibility • Basic overview information • No call to actions • No interaction • No resource information • No lead generation or tracking
- 9. WEBSITE GOALS 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
- 10. WEBSITE GOALS GOAL: Promote Your Brand
- 11. 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
- 12. WEBSITE GOALS GOAL: Act as a Resource • 16% of Google searches are performed for the first time
- 13. WEBSITE GOALS GOAL: Act as a Resource
- 14. 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.
- 15. WEBSITE GOALS GOAL: Generate Leads For Your Business
- 16. WEBSITE GOALS GOAL: Generate Leads For Your Business
- 17. 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
- 18. WEBSITE GOALS GOAL: Sell Your Product Online
- 19. WEBSITE GOALS GOAL: Sell Your Product Online
- 20. WEBSITE TRACKING How Are You Measuring the Success of Your Website? • Number of visitors? • Search visibility? • Quality of visitors? • Number of leads? • Number of sales?
- 21. 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
- 22. WEBSITE TRACKING Google Analytics Overview
- 23. WEBSITE TRACKING Google Analytics Overview
- 25. WEBSITE TRACKING Browser & Operating Systems
- 32. LEAD GENERATION Online Lead Generation Tactics • Contact form • Request A Quote • Ask an Expert • Mailing list • “Premium” download • Webinar/event
- 33. LEAD GENERATION Contact Form • Base model • Requires almost no effort from site owner • Low lead generation
- 34. LEAD GENERATION Request a Quote • Gather data sales team needs to qualify prospect
- 35. LEAD GENERATION 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
- 36. 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.)
- 39. 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
- 40. WEBSITE SUMMARY • Goals and Objectives • Tracking • Leads • Questions?
- 41. SEARCH ENGINE OPTIMIZATION • Paid vs. Organic Search • Keyword Research • On-Page Optimization • Links
- 42. PAID VS. ORGANIC
- 43. 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…
- 44. PAID VS. ORGANIC © 2012 Skoda Minotti November 14, 2012 Source: Wordstream.com
- 45. PAID VS. ORGANIC Source: Wordstream.com © 2012 Skoda Minotti November 14, 2012
- 46. KEYWORD RESEARCH • Google Keyword Tool – https://adwords.google.com/o/KeywordTool • Determine search volume • Find related keywords • Generate new ideas
- 47. KEYWORD RESEARCH
- 48. KEYWORD RESEARCH
- 49. PAGE TITLES
- 50. HEADLINES
- 52. LINKS Find sites that currently link to you: www.google.com/webmasters/tools/
- 53. LINK BUILDING Find New Link Partners • Partners/vendors • Trade associations • Community organizations • Local Chambers of Commerce • Better Business Bureau • College/Universities (recruiting)
- 54. SEO SUMMARY • Paid vs. Organic • Keyword Research • On-Page Optimization • Links • Questions?
- 55. PAID SEARCH • Keyword Research and Selection • Budget • Ad Creation • Measurement and Management
- 56. KEYWORD RESEARCH
- 58. 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
- 61. MANAGEMENT • Search Network/Display Network • Device: Desktop/Tablet/Mobile • Location • Language • Manual/Auto Bidding • Scheduling
- 62. PAID SEARCH SUMMARY Keyword Research and Selection • Keyword Research • Budget • Ad Creation • Measurement & Management • Questions?
- 63. EMAIL • List Building • Email Service Providers • Content • Measurement
- 64. LIST BUILDING 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.
- 66. EMAIL SERVICE PROVIDER Find your ESP: www.marketingsherpa.com/page/espinator MailChimp ExactTarget Constant Contact
- 67. CONTENT • Company news • Industry news • New offers/specials/discounts • Q&A • Team member profile • Call-to-action (CTA) • Surveys • Etc.
- 68. CONTENT
- 69. MEASUREMENT Send Stats • Open Rate • Click Rate • Unsubscribes • Bounce Rate • Popular Links
- 70. MEASUREMENT Industry Stats - http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/
- 72. SUMMARY • List Building • Email Service Providers • Content • Measurement • Questions?
- 73. MOBILE • Mobile Optimized Content • QR Codes • Is Mobile Right for You?
- 74. MOBILE OPTIMIZED Not Optimized Optimized
- 75. QR CODES
- 76. IS IT RIGHT FOR YOU? • What are your goals and objectives? • Do you have mobile-optimized content to promote? • Is your audience mobile?
- 77. MOBILE SUMMARY • Mobile Optimized Content • QR Codes • Is it Right for You? • Questions?
- 78. SOCIAL MEDIA • Blog • Facebook • Twitter • Google Plus • YouTube
- 79. BLOG • Blog Layout • Content Generation • Blog Platform • Attracting Traffic • Measurement
- 80. BLOG
- 81. 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.
- 82. BLOG Blog Platform WordPress Blog.com Blogger
- 83. BLOG Attracting Traffic • Search Engine Optimization • Website • E-blast/E-newsletters/E-mail signatures • Social Media
- 84. BLOG Measurement
- 85. FACEBOOK • Individual Page • Place Page • Facebook Ads
- 86. FACEBOOK Individual vs. Place Pages
- 89. TWITTER • Individual Page • Business Page • Twitter Ads
- 92. GOOGLE PLUS • Individual Page • Author Profile • Business Page
- 97. YOUTUBE • Content Generation • Company Channel • Measurement
- 98. YOUTUBE Content Generation • Product videos • “How-to” • Customer Q&A • Testimonials • Industry relevant • Etc.
- 100. YOUTUBE Measurement
- 101. SUMMARY • Facebook • Twitter • Google Plus • YouTube • Blog • Questions?
- 102. THANK YOU! Jonathan Ebenstein Managing Director, Marketing Services Phone - (440) 449-6800 x7231 Email - [email protected] Bob Goricki Online Marketing Manager Phone - (440) 449-6800 x7234 Email - [email protected] Download slides at: http://www.slideshare.net/skodaminotti/ Request a free website report card: http://marketing.skodaminotti.com/web-design-consultation/