Orion's Digital Marketing Framework
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Orion's Digital Marketing Framework
- 1. Digital Marketing Framework Roeder Fletcher Chief Product & Data Man roeder@oriondigitalmarketing.com +1 (720) 231-1598
- 2. FMOT TV, Radio, Print, etc. 1st Direct Company/Product Contact SMOT Customer Experience
- 3. FMOT • Referrals • Vendor Recommendations • Product Research • Word of Mouth Homepage What Comes Out: Phone Calls RFP’s Email Inquiries Referrals Reviews • • • • • SMOT Testimonials Seller Reviews Social Engagement User-Created Media User-Referrals
- 4. What Goes In: Video Host (Vimeo) Content oriondigitalmarketing.com Homepage What Comes Out: Phone Calls RFP’s/Purchases Email Inquiries Referrals Reviews • • • Webinars Conference Talks Product Demos
- 5. Broad-Targeted Keyword Optimization (e.g. “Big Data”) Search Engines Organic Search Homepage What Comes Out: Phone Calls RFP’s/Purchases Email Inquiries Referrals Reviews Page Content SEO – Meta, Titles, Keyword Density etc.
- 6. What Goes In: oriondigitalmarketing.com Video Host (Vimeo) Broad-Targeted Keyword Optimization (e.g. “Data Driven Marketing”) Content Search Engines Organic Search Homepage What Comes Out: Phone Calls RFP’s/Purchases Email Inquiries Referrals Reviews • • • • • Editorial & Photos Embedded Video YouTube Customer (Video) Testimonials Page Optimization Overall Look & Feel / Navigation Backlinks Content Blog Site What Comes Out: Homepage SEO Site Referrals Comments / Email Subscribers Phone Calls
- 7. Posts optimized for high traffic, low competition terms with proven conversion rates For searches, leverage your network to promote your offering and utilize partners/vendors networks to rank for their terms Search Engines Organic Search Homepage What Comes Out: Phone Calls RFP’s/Purchases Email Inquiries Referrals Reviews Backlinks Blog Site
- 8. What Goes In: • • • • • PPC Campaigns (Google and Bing) Keyword Trend Analysis Microsite Construction & Configuration Search Engine PPC Campaign Monitoring A/B Content & Landing Page Testing (Ad and Site) Conversion Tracking Search Engines Paid Search Custom Custom Landing Landing Pages Technology Pages Microsites Organic Search Ads that Leverage: • Services • Technologies • Industries • Partners Homepage datadriven-marketing.com bigdata.oriondigitalmarketing.com Narrow Keyword Optimization (e.g. Data Driven Marketing)
- 9. Search Engines Organic Search Homepage Paid Search Custom Landing Pages What Comes Out: Technology Microsites Phone Calls RFP’s/Purchases Email Inquiries Referrals Reviews Backlinks Blog Site
- 10. What Goes In: Editorial, Photos, and Video including: • Partner News • Acquisitions • Technology Developments • Offering more specific Starts picking upExpansions • Publications keyword setsdynamic site content • Any as content grows Search Engines Organic Search Homepage Backlinks Blog Site • Rehashed Content OK • Home-to-Home links What Comes Out: Phone Calls RFP’s/Purchases Email Inquiries Referrals Reviews Newsletter (Microsites) With monthly send news.oriondigitalmarketing.com
- 11. What Goes In: • • • • Homepage Backlinks Backlink snippets of Blog and Newsletter Articles Post-event Photos Event & News announcements Video Content Blog Site Twitter Facebook LinkedIn What Comes Out: Phone Calls RFP’s/Purchases Email Inquiries Referrals Reviews Newsletter (Microsites)
- 12. Forums 3rd Party “Authority” Sites Industry News Sites A Tough Nut to Crack: • • No user control Sales pitch aversion What can we do? you do? • • • Sponsorship (purchase display advertising) Directly purchase display advertising (banners) Buy Ad Network display advertising with remarketing Engage forum users one-on-one Buy leads Organic Search Engines Organic Search Homepage
- 13. 3rd Party “Authority” Sites Forums Industry News Sites Forum engagement = “micro leads” Custom Landing Pages A Tough Nut to Crack: • • No content influence Sales pitch aversion What can you do? • • Directly purchase display advertising (banners) Buy Ad Network display advertising with remarketing Get users to engage with your microsites What Comes Out: Technology Microsites Phone Calls RFP’s/Purchases Email Inquiries Referrals Reviews
- 14. 3rd Party “Authority” Sites Forums Industry News Sites Video Host (Vimeo) YouTube Content Content Organic Search Engines Organic Search Homepage Backlinks Blog Site Twitter Facebook LinkedIn Paid Search Custom Landing Pages What Comes Out: Technology Microsites Phone Calls RFP’s/Purchases Email Inquiries Referrals Reviews Newsletter (Microsites)