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Integrating Digital and Traditional Marketing: Bare Knuckle Digital
1.
2. Internet, Email, and Wireless
Evolved Marketing
80% of traffic is from search engines
Google has about 65.5% market share
Moving target
Good content attracts visitors and links
4. Offline Online
Print Website
Direct Mail SEO
Brochure Email
TV Social Media
Radio Mobile
“Old School” “New School”
5. Integrating traditional and digital increases
conversion rates
Potential customers look you up online after
seeing an ad offline
Marketers reported an average improvement
of close to 50% for personalized multichannel
campaigns over traditional campaigns. –
InfoTrends (2007)
6. Strong call to action
Clear visual connection between digital
and traditional
Encourage prospects to connect online
through your traditional media
Track and measure
7. Traditional marketing concept
When translated online, this is your
keywords, and how you present your
content digitally
Identify your USP and talk about it
everywhere
8. Why do you deserve to rank online?
What makes you better than the competition?
What makes you different / unique?
What is your specialized knowledge?
9. Similarities:
You always need a good plan
You need to measure success = ROI
Differences:
Digital is easier to track
Digital strategies change more quickly
and you must stay flexible
10. No cookie cutter approach! It’s a customized
mix of the following strategies:
Keyword Supporting Content
Quality Inbound Links
Search Friendly Website
Pay Per Click (Google AdWords)
Local Search Marketing
Social Networking
Email Marketing
Mobile Marketing
Metrics Analysis
11. Research
keywords
competition
market
Optimization
on-site
social accounts
Link Marketing
get noticed
social networking
Supporting Media
video on YouTube
social media sites
create external buzz
Analysis
review metrics
adjust strategy based on what’s working
12.
13. Tools:
Google Keyword Tool
Social Media
search.twitter.com
listen to market speak
“Hints” from Google
Tips:
Be specific
Use geo-targeted words
Explore topics of interest
Consider common problems
of your market
Keyword research dictates
content
14. Remember that prospects will see/hear your message
offline, and go online to learn more. Be sure to use the same
keywords across channels.
Search engines only know what you’re about from the text
you use. They aren’t very intuitive.
Semantics: Offline, users see an image and know that
senior=elderly. Online, you have to help the search engines
understand that senior=elderly and not executive or high
school or college. You do this by the other words you use in
proximity
15. Competition
Online = Top ranking websites for your keywords
Offline = May be different
Competitor’s Social Media Sites
What social sites do they use?
Are users engaged?
Evaluate Competitor’s Content
What keywords do they use?
What makes them unique?
What are they doing that you can do different or
better?
What specials do they offer?
16. Google – allintitle:keyword
Measures level of online competition, so you know what keywords
to target
Helps you set realistic ranking goals
Target more specific, less competitive phrases first
17. Social Media
Compliments
Complaints
Common problems
Helpful Research Sites:
whostalkin.com
socialmention.com
Survey your market
Online = email, form on site, social networks
Offline = direct mail, comment cards
18. Offline:
Improve your service
Resolve complaints or issues
Provide new services
Build reputation
Run specials – Understand your market needs
Online:
Improve online reviews = can result in more
traffic, more visibility, and more referrals
Build reputation
Add content that your market is looking for (but not
finding elsewhere?)
19.
20. Understanding how the search engines work will help
you understand how to optimize for them.
23. Traditional vs. Digital
In traditional we only have one view to consider – the
end user. In digital, we have to consider the end user
AND the search engine.
This is why keywords are so important, as well as
other technical considerations that the user doesn’t
see.
24. Universal Search
Different types of content can rank
Build and optimize different types of content
to increase your reach
Do some searches for your keywords to
determine what other type of content is
ranking
Most likely: Maps, Places, and Blogs
Personalized Search
Affected by your physical location
Affected by recent queries
Affected by search history
Affected by settings in your Google account
(5 % - 25% of your traffic may be from users who were
logged into Google account while searching)
27. Corporate handles most of the technical details
on the back end
What you can control:
Title tags
Meta tags
28. General Guidelines
Title tags and Meta tags should be unique on every
page, relevant to the page topic, and only use words from that
page
Meta keywords tag
ignored by all engines so use of it won’t help
it will only be recognized if you use it incorrectly then it will
hurt you
Title Tag: main keyword + location | business name | more
keywords
Meta Description: info about more services /
keywords, PHONE NUMBER, and location info
33. Duplicate Content Considerations
Filter, not a penalty
Templated content = protects your brand
Localized content = adds local element, increases ratio of
unique site content
Add unique content, custom pages, localized info, etc.
Semantics
Keywords should appear consistently per page throughout
various tags
Focus on USP
Promo page: Don’t delete when promo is over. If page is
indexed and then deleted, users could end up on an error
page from a search. Solution: Add message “This promotion
has expired but please stay tuned for the next promotion”
34.
35. Link Marketing is Social Networking
Quality not Quantity
Link TO other authority sites
Link TO related sites
Become influential and active in your social
networks
Social media links DO help
Get Noticed
Be creative!
Don’t forget the “easy” links (BBB, Chamber)
36.
37. Who links to you
Make Corrections
Avoid Resubmitting
Review Analytics (referrers)
Use Bing and Google Webmaster
Tools
Who links to the competition
Identify Industry Directories
Identify Quality Links
Identify Link Types
38. Library Sites
Most reside on .org, .us, .gov, .edu
Footer usually contains the word “library”
Search for: “keyword companies links library site:.edu”
You may find advertising opportunities
You may find other helpful resources
You may find opportunities to contribute content and/or link
You may find links to other sites or directories that will let you list
your site
…and more!
Advanced Searching Tips
“best keyword blog” (better for more specific keywords)
“industry directory”
“City business directory”
39. Link Magnet or Link Bait Examples
Informative
Educational
Instructional “How To”
Humorous
Potential to go viral
Potential to be reviewed by industry leaders
Offers benefit to the user
Remember your USP
40. Blog Comment Spam = Bad
Not relevant
Vague: “Thank you. Great post”
Gibberish
Link filled comment
“Name” is keyword and links to suspicious site
Don’t be a comment spammer, and don’t approve
spam comments on your blog
Forum Expert = Good
Be active in forum
Gain positive feedback on your posts
Make sure your signature links back to your site
Being a forum expert earns trust and quality score for
your site
41. Paid Versus Free
Link should bring traffic
Not all paid links are bad
General, Trusted Directories
Yahoo
OpenDirectory
Business.com
Vertical, Industry Specific, Niche Directory
isedb.com
“Keyword” directory
“City” Directory
42. Submit content on other relevant sites.
Articles
Expert opinion
Guest blogging
Cross promotion
Charity work
43.
44. Your visibility can be improved by the
addition, optimization, and proper use of
supporting media.
Examples of supporting media
Social media
Local search engines
Email marketing
Blogging
Press releases
Coupons & Promotions
PPC (Pay Per Click)
Mobile
45. Creates awareness of brand/products/services
Drives quality traffic
Builds links
Helps search rankings
Increases ROI
46.
47. Drives Traffic – engaging content encourages linking
Reputation Management – a great listening tool
Brand Recognition
Blended Results – your content on other sites gets
ranked, other content types appear in Search Engine Results
48. You must be willing and able to engage
Requires constant attention and interaction
Honest / Authentic message
Conversation not Conversion
Interacting not Advertising
49. Online (Digital Marketing)
Social bookmarking (delicious.com, reddit.com)
Link to social accounts from site
QR Codes
Offline (Traditional Marketing)
Business Cards
Radio, TV, Traditional
Events, Tradeshows
Print (show social icons,
use of QR codes)
50. Don’t Spam
Be Respectful & Friendly
It’s OK to be a “Real” Person
Provide Quality Content – The purpose of these sites
is to share relevant content.
You’re there to establish a relationship, not just to
make a sales pitch.
Social Media Policy – many companies are
implementing these now.
Use your “What if my mother saw this?” filter
52. Useful Research Sites and Tools
WhosTalkin.com
SocialMention.com
Technorati.com
blogsearch.google.com
BoardReader.com
search.Twitter.com
53. Find Your Market
Find Your Voice
Define Goals
54. Find Your Market What are they saying about:
Your brand
Services in general
The industry
Your competition
Their problems, complaints
Their hopes, dreams, what makes them happy
Find Your Voice
Define Goals
55. Find Your Market
Find Your Voice
Humor
Controversy
Information
Educational
Define Goals
56. Find Your Market
Find Your Voice
Define Goals
Improve reputation
Increase visits/traffic
Increase leads
Generate awareness
Build relationships
Build trust
Focus groups
Combat negative comments
Customer service
57. Focus on goals
Who and How Often: Schedule
Join Conversation First, Then Convert Them
58. Who?
One or more people?
Who will it come from?
Who will be the admin?
Use internal resources
How often?
Set a schedule and stick to it
What is natural?
93% of marketers use social
media, 58% 6 hours or more
Twitter Tools
Sendible.com
HootSuite.com
Facebook Tools
Socialoomph.com
sendible.com
59. Features
Know the basic commands (hashtag, retweet, like, etc.)
Create custom apps
Hide time wasting apps
Know how to login, post updates, act as PAGE
Best Practices
Don't spam
Create social media policy (rules and ethics)
Don't retweet too much
Remember to use keywords
Create content that is useful
Share useful links
Establish a relationship, don't just give the sales pitch
60. Which Social Media Sites are right for my business?
Facebook
Twitter
LinkedIn
Pinterest
Flickr
YouTube
StumbleUpon
Delicious
Yahoo! Answers
Digg
Niche Sites
Start your own social network – Ning.com
61. Create keyword rich and interesting profiles so you
appear in more searches
Use what you learned from listening/monitoring
Use your brand and/or keywords as your username
Create custom backgrounds and avatars
Setup tracking on all accounts, where possible, and
track initiatives
62. HootSuite
TweetDeck
Phone Apps
TweetDeck
QR Code Scanners
Network Specific
(Facebook, Twitter, LinkedIn)
63. General Tips
Share with existing friends
Reciprocal befriending
Send email invite
Be interesting
Deliver value
Follow industry leaders
Link to your profiles from site
Add “Like” button
http://developers.facebook.com
64. Product/service announcements
Sell – share coupon codes/links
Talk around the brand
Cutting edge news
Contests
Customer service
Listen and respond
Periodic tips
Seasonal tips/info
65. Setup Google Alerts to
show mentions of brand
http://www.google.com/alerts
Most social media sites
have a metrics tool
bit.ly
Google Analytics
66. Don’t focus on proving direct ROI
Benefits are often secondary or tertiary
Focus on interaction, value of content, not numbers
Focus on Branding
Measure actions and engagement, not just size of
network
Track your time/costs
67. Baseline Data
How many fans, followers, bookmarks, etc.
Referrers
Number of meaningful comments/interactions
Subscribers & Interactions
Interaction – are users engaging in a conversation?
Twitter: retweets, answering questions, driving traffic to
site, increasing followers?
Facebook: likes, comments, wall posts, mentions?
YouTube: views, comments, embeds?
Conversions – are your leads increasing?
Search engine traffic – increasing, adding to the long tail?
Retention rates, Repeat business
68.
69. Create a presence
Personal Profile
No Commercial Activity
Facebook Group
For a quick discussion, or
attracting quick attention
Main benefit: you can direct
message your members
Not indexed by search engines
Facebook Page
For long term relationships
Multiple admins allowed
Indexed by search engines
http://www.facebook.com/pages/create.php
71. Be searchable – consider setting profile to public
Control who sees what with Friend Groups and
Custom Privacy Settings
Account > Privacy Settings > Customize Settings
Connect with industry leaders/influencers
Join groups in your market/network
Follow limits - 5000 friends, unlimited fans
72. Link/Logo on site
Link/Logo in email signature (digital), print materials
(traditional)
Send Email Request
Act as page, interact on other pages
“Like” other pages/content, as company
73. How to leverage Facebook:
Brand awareness
Lead generation
Introduce a product or campaign
Improve reputation
Collect data/content
Keep an ongoing dialogue
74. How to do it, and Drive more traffic:
Run promotions
Create polls
If a user interacts with your page, it shows up on
their “wall” = free advertising
Create events that users can RSVP to
Best times for business use:
Tuesday & Wednesday (yours may vary, so test)
75. ● Online Resume
● Online Networking Opportunity
● Lead Generation Tool
● Recruiting Tool
● Builds Valuable Connections with Others in
Related Fields (Doctors, Attorneys, Real
Estate…)
76. ● Over 150 million members
● As of December 31, 2011 (the end of the fourth
quarter), professionals are signing up to join
LinkedIn at a rate that is faster than two new
members per second.
● Executives from all Fortune 500 companies are
members
● Over 2 million companies have LinkedIn Company
Pages
77. Pros
Great Content
Free Research Tool
Recommendations = Credibility
Global Reach
Cons
Spam Requests for Connections
Paid Subscription $19.95/mo and up
Email Overload
Too Much Privacy = Invisibility or Mistaken Identity
78. ● Online resume
● Goal is to be 100% complete
● Use keywords
Position
Industry
Updates
Websites
Twitter Account
79. Add Company Profile:
linkedin.com/companies
Get recommendations
Customize your links to draw
interest
Can share updates on Twitter
and vice versa
Custom URL
Add applications
82. Reply to status updates
View profile stats
Privacy settings
83. Control who sees your activity
Control what others see when you’ve viewed
their profile (can make this anonymous)
Select who can see your connections
Control type of email, frequency and who can
send invitations
84. (Search for Home Helpers)
http://www.linkedin.com/company/home-helpers
Follow Company
Connect personal profile to company as current
employer.
Add LinkedIn Company Follow Button:
developer.linkedin.com/follow-company
85. Contacts > Add Connections
Add Connections:
Import email list
Invite people you know to join
Colleagues
Classmates
People you may know
People you just met
86. Get as many connections as possible
Search companies and connect to employees
Find industry leaders
Get business card = request connection
Make it personal
Reply when accepting a connection
Include your LinkedIn URL:
Email signature
Business card
Web site
Facebook profile
Print materials and other traditional media
87. “Add To Network”
“Get Introduced”
Pro – More Personal
Con – Can Take Time if all parties aren’t frequent users
Con – Limited to 5 Introductions with Free Version
88. Credibility
Digital version of a traditional
referral
Make recommendations
Profile > Recommendations > Sent
Recommendations
Request recommendations
Profile > Recommendations > Request
Recommendations
89. Career/job postings
Start discussions
Status updates show in email messages
events.linkedin.com
Join groups and contribute to Q&A
91. Groups > Groups Directory
My Groups
Following
Groups You May Like
Groups Directory
Create a Group
92. Get information
Network
Learn about market and their needs
Avoid constant self promotion
Offer solutions to fix problems
93. Discussions
Reply
Ask
Send detailed email privately
Members
Promotions
Jobs
Search
94. Meet a need
Share articles
Share links to your site content
Notify of upcoming events
95. Use keywords in group name/description
Add your company website to the group
Add your blog
Send a weekly message
96. More > Answers or Linkedin.com/answers
Similar to the Q&A in groups, but not limited to
the group
Search answers
Ask questions (ask 10 per month)
Answer questions
100. More > Get More Applications…
Share presentations
Share reading list
Post blog
Events
Company buzz (track mentions)
101. 10 – 30 minutes/day
Create a habit (21habit.com)
Control Email Notifications
Start on “Home” page
View updates
Statistics
Review Groups
Daily or Weekly Email or Groups Tab
Contribute
Check Inbox
Email notifications or on site
Send email blast
Connect with people you just met
Post status update
104. 73% of all online activity is related to local content
(Google)
82% of local searchers follow up with a phone call or
show up on your doorstep (TMP/Comscore)
66% of Americans use local search to find local
businesses (Comscore)
54% of Americans have replaced phone books
(Yellow Pages & Business Directory) with internet
and local search (Comscore)
41% of consumers say they use a location in their
search – “Orthodontist in Columbus”
105.
106. FOLLOW Google Places Quality Guidelines
Use email account under your business domain for account
email
Don’t use city name in description
Categories:
What business IS, not what it does or sells
Use Google categories first, then enter your own keywords
Refer to competitors’ categories
Use all 5 fields
Create pages for each category you choose
Pros/Cons to hiding address
Consider using a virtual office address
Set service areas
Additional Details
Link to Facebook
Better Business Bureau: Yes
107. Consistent listings build trust
Search for: name, address, phone
Identify and fix incorrect listings
Keep track of everything in a spreadsheet
Submit to:
Google Places: google.com/places
Yahoo! Local: listings.local.yahoo.com
Bing Business Portal: bing.com/businessportal
Free yellow pages sites & local directories
“City” directory
Data aggregators
(expressupdateusa.com, localeze.com) free and
paid options
108. • First and Foremost: Be confident that you already provide a quality
service worth reviewing.
• Preliminary market research offline using traditional methods
to determine current reputation.
• Fix if needed.
• Then go online.
• Google reads reviews on other sites
Angie’s List, Foursquare, Yelp
Claim and optimize your listing on those sites as well
• Ask for a review in person
• “My boss reads our online reviews and it would help me out…”
• “Please leave a compliment for your in-home provider here…”
• Add link from site to review sites
• Add review suggestion on print materials
• What sites are your competitors getting reviewed on? Get reviews
there as well.
• Tailor approach to customer base
109. • Do not pay for reviews, or offer money, product or service
• Google says don’t do it
• It cheapens the relationship
• If you provide a quality service, you shouldn’t have to
pay
• Do not fake reviews
110. What if I get a bad review?
• It’s an opportunity to make it right
• It happens to everyone, don’t panic
• Start offline, try to fix it
• Make a public response online to invite them to let you fix
the problem
• Don’t be emotional. Be polite. Be an adult.
• Publicly respond to online reviews with notice that you’ve
fixed the problem. This is an opportunity to improve
reputation.
• No one is perfect. 5 Star companies with only all reviews
look fake. More trust in a company who is slightly “human”.
• When all else fails, you may be able to delete the review on
some sites
111. Strategies Tips
Newsletters Collect Addresses
Surveys Form on site
Fishbowl (traditional)
Promotions
Email sign up at event
Share Coupons
Submit email to enter a
Grow Social Network contest
News and Events Be transparent and offer
Opt-Out
Segment lists
Generate targeted
campaigns
112. Reach out to popular
bloggers in your niche
Form a relationship
Ask for a review/article
User generated content
Ask community for advice
Add valuable comments and
links on other blogs
Only comment with valuable
content
113. Use keywords in headline, summary, body, text links
Use long tail keywords in summary, body
Go beyond the copy: Include video, images
Enable social sharing
Include call to action
Include trackable links
Reach out to relevant press
contacts
Make sure PR links back to
your site
PR Web $200/release
Pitchengine.com (starts at $19/mo for search optimized plan)
114. Track it
Encourage repeat business
Watch analytics for traffic spike
Remember: Don’t delete your promo page after it
expires!
115. Google AdWords
Facebook Ads
Only 50% see AdWords ads
Only 20% click them
Saturate the search results page
Learn what keywords convert best
Instant vs. gradual with organic
116. Know difference between mobile app and mobile site
Mobile marketing campaigns
Opt In text messaging
Alerts, updates and reminders
Promotions
QR (Quick Response) Codes
Find mobile usage and most popular networks
117. QR (Quick Response) Codes: Integrating traditional and digital
Where to use them:
Business card
Brochures
Direct mail
Sides of cars
Print ads
On employee badge
How to use them:
Link to a phone number
Link to Facebook page
Join email list
Link to page with special promotion
Link to tips and resources
Link to free consultation page
Link to customer feedback form
118.
119. Identify Key Performance Indicators
Network Size / Subscribers
Active vs. Total Members
New vs. Repeat Blog Commentators
Quantity / Quality of Comments
Conversions
Contacts
Coupon redemption
Leads / Sales
Brand Mentions
Long Tail Keywords
Search Engine Traffic
Referrer Traffic
121. Google Analytics (old and new versions)
Identify Key Performance Indicators
Know how to find them
Search traffic
Referrer traffic
Conversions
Keywords
Visitor map
Identify Potential Problems
High bounce rate
Page errors
Errors with forms
122.
123. Real-Time stats
User’s geographic location
Source of traffic
What pages are they viewing?
124. Site usage metrics. What do they mean?
Visits – The number of visits received by your site.
Pageviews – Total number of pages viewed on your site
-general indicator of how much your site is used.
Pages/Visit – Average visit in terms of pageview. The
higher the number means your visitor interacts heavily
with your site.
Bounce Rate – Percentage of single-page visits - visitor
leaves from the entrance page
Avg. Time on site – Average amount of time your visitors
spend on your site.
New Visits – The percentage of new visitors your site
attracts.
126. Exclude internal traffic from your reports
Old Version: Analytics Settings > Edit > Add Filter
New Version: Admin > Filters Tab
Whatismyip.com
http://bit.ly/IPfilter
127. URL Destination
Thank you page
Completion of
action
Time on Site
Measures interest
in content
Pages/Visit
Measures
engagement
Understand depth
of visit
128.
129. Direct Traffic – Types in your domain name or visits
by a bookmark.
Referring Sites – Traffic from other sites (links).
Search Engines – Traffic from search engines.
130. What links are bringing
you traffic?
Compare metrics to site
average
Determine ROI on paid
ads
Determine value of site
linking to you
Click domain to view exact
referral URL
Determine quality of link:
Is bounce rate higher or
lower than site avg?
132. How to Filter Keywords:
Non-paid | total | paid or Organic | Paid
Excluding brand name – identify theme based traffic
Containing brand name – identify brand recognition
Containing root term
(not provided) – if someone is logged into their
Google Account and searching on Google, any click
on an organic search result link will not provide the
keyword in Analytics. (could indicate potential for users who
can readily provide a Google Maps review)
133.
134. Map Overlay
New vs. Returning
Visitor Trending
Visitor Loyalty
Browser Capabilities
Network Properties
Mobile
135. Demographics
Location
Behavior
New vs. Returning
Technology
Browser & OS
Network
Social
Mobile
138. Old: Visitors > Browser and Network
New: Audience > Technology > Browser & OS
What browser, OS, resolution, etc. are used?
Do you need to accommodate certain settings such as screen size?
Are there any issues with specific service providers?
139. Old: Visitors >
Mobile
New: Audience
> Mobile
Does usage warrant
creation of mobile
app or site?
What platform should
you develop on?
140. Top visited pages
Top landing pages
Are visitors converting?
Should you include a call to action?
Test different layouts, calls to action placement, etc.
Top exit pages
Is something broken?
Why are you losing them?
Are they leaving after completing an action?
Content drilldown
Common paths through site
141. Compare Dates
Month to month
Time of year, to
determine
seasonality
142. • Track traditional
campaigns by
annotating them.
• Watch for spikes in
direct traffic, or traffic
to specific pages that
you linked to from the
traditional campaigns.
• Watch for spikes in
specific keyword
traffic, as a result of a
specific campaign. Did
you rank for those
keywords?
143. Research
keywords
competition
market
Optimization
on-site
social accounts
Link Marketing
get noticed
social networking
Supporting Media
video on YouTube
social media sites
create external buzz
Analysis
review metrics
adjust strategy based on what’s working
144. In Conclusion…
Digital is here to stay
Your market IS online, so don’t miss an opportunity to reach them
Digital helps you learn more about your market and competition
Bring your offline message online and be consistent
Learn digital strategies and implement multichannel campaigns for
success
Manage your reputation more effectively through online means and
apply what you learn offline
Measure everything
Never stop marketing!