A HOLISTIC APPROACH TO ONLINE MARKETING: TURNING YOUR MARKETING INTO PROFIT In this presentation, Marketing Analysts Elle Spektor and Danielle Ripps demystify the digital marketing frontier by demonstrating how to incorporate diverse strategies to achieve real results. Avoid getting hung up on one kind of strategy and one kind of result and discover how to approach marketing from a holistic business perspective. • An Executive’s Guide to Marketing Goals: Determining ROI Expectations • Leverage Search Engines the Right Way: Pick Searchable Business Keywords • Use Creative Content With Social Media to Brand Your Business and Foster Engagement • Why Email Marketing Fails: Steer Clear of these Spam-Traps • Tell Your Story Online With Video: Why You Can’t Afford to Ignore Multimedia

1. Online Marketing Agency
Find out more about Ajax Union:
www.AjaxUnion.com
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Call Ajax Union: 718-569-1020

2. Elle Spektor | Marketing & Events Coordinator
Friend me on Facebook:
facebook.com/ElleSpektor
Follow me on Twitter: @ElleSpektor
Connect with me on LinkedIn:
http://www.linkedin.com/in/ElleSpektor

3. Danielle Ripps | Marketing Consultant
Friend Danielle on Facebook:
https://www.facebook.com/danielle.ripps.3
Follow Danielle on Twitter: @AjaxUnion_Ripps
Connect With Danielle on Linkedin:
http://www.linkedin.com/in/DanielleRipps

4. A Holistic Approach to Online Marketing:
Turning Your Marketing Into Profit
Find out more about Ajax Union's services at:
www.AjaxUnion.com

5. Welcome!
• Please ask questions at the end
• Post/comment on facebook.com/ajaxunion
• Tweet @ajaxunion and at #AjaxSeminar
• Follow up! events@ajaxunion.com

6. Today’s Agenda
Today We Will Go Over…
• Setting Your Online Marketing Goals
• An SEO Overview: How to Pick the Right Keywords
• How To: Jumpstart Your Business With Google AdWords
• Creative Content Marketing Strategies
• Social Media: Branding and Engagement
• Building An Email List: Email Marketing
• Tell Your Story With Online Video

7. Who Does It Right?

8. Who Does It Right?

9. How you can do it right and turn a profit!

10. Setting Your Online Marketing Goals
“If you fail to plan, then you’re planning to fail.”
Be sure to prepare goals for your holistic online marketing agenda, as well as
individual strategy-related goals.
What Are YOUR
Online Marketing
Goals?

11. Common Questions for New Advertisers
What is my competitive
advantage?
How do I get my
website in the #1
position on Google?
How do I write a
great ad?
Which keywords should
I use?
What is my
marketing budget?
Which strategy should I
focus on for my business?

12. Answers you should have before beginning
your marketing strategy
How much is a customer
worth?
What is most
important-branding or
sales?
How do I define
success?
Who is my target
audience?
Do I have the
bandwidth to
support?
How much am I willing
to spend to acquire a
new customer?

13. California, here we come.

14. Online Marketing Gives You More Options

15. Tweet to us: #AjaxSeminar

16. On-site Search Engine Optimization
This screen grab, from KiwiSEO.com, outlines some of the SEO weaknesses on the
Macys.com website. Strengthening on-site SEO is foundational to ranking better long
term in search results, and regular maintenance helps keep your site ahead of the
curve when search algorithms are updates.

17. The Anatomy of a Search Results Page
Google AdWords Ads
Natural, Organic SEO
results

18. 5 Steps To SEO Success
1) Research Your Competitors
2) Target The Right Keywords
3) Make Sure Those Keywords
Are On Your Website
4) Build High-Quality Links
through adding unique, fresh
content that is keyword rich
5) Measure Your Results And
Optimize

19. Google AdWords
Tweet to us: #AjaxSeminar

20. A Paradigm Shift
Traditional Advertising
Customers
Advertising Through Google

21. Google AdWords 101
AdWords is Google’s online
advertising platform that can
help you drive interested
people to your website.

22. Google AdWords 101
Google now combs through billions of
webpages most relevant to “window repair”

24. Google AdWords 101
•
•
•
•
•
Millions of searches on Google each day. Take advantage of them.
You create ads for your business and choose when you want them to
appear on Google above or next to relevant search results
Ads show when someone searches for that search result or related
words
Ads show when potential customers are most interested in your product
or service
Customers can see that you’re open for their business

25. 9 Ways AdWords Will JumpStart Your Business
1.
2.
3.
4.
5.
6.
7.
Get relevant traffic to your website
Only pay when people come to your site
Optimize for the keywords that convert
Target specific audience
Customize your message
Spend as much or as little as you like
Remarket to those who click on your ad, but
did not buy
8. Most effective return on ad spend
9. Measurable ROI
Ajax Union has certified Google Trainers and experts. You can get certified, too!

26. How Can Remarketing Help My Business?
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•
•
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Follows visitors who have been to your site
Brings customers back to your page to complete an action
Out of sight, out of mind
Can target different ads for users who searched different products

27. Content Optimization
Tweet to us: #AjaxSeminar

28. Content Marketing
Does Your Business
Have a Content Strategy?
Understand your target audience and target content to them
●
●
●
●
Tell your company’s story through content
Establish yourself as an authority in your industry
Post and share relevant news to your audience
Remarkable content is rewarded
Companies that blog have 97% more inbound links-HubSpot
Great content helps move your leads through the buying process.

29. But How Do I Make Content Great?
Ajax Union’s Three Pillars Of Quality Content
Create Original Content
Google’s algorithm update prevents bad content from ranking highly.
Your ideas should be original!
Write Powerful Headlines
80% of people will read your headlines.
But only 20% of those people will read the content!
Add Pictures and Video
Add pictures and videos that help add value. It will enhance
your readers’ experience.

30. 4 Content Marketing To-Do’s
1.
2.
3.
4.
Create a Content Marketing Mission Statement
Ask “Why?” for Each Channel You Use
Make Sure Your Team Is On The Same Page
Tell a Different Story!
Ajax Union: Helping Business Owners Grow Their Companies Online Through Internet
Marketing Services And Informational Marketing Content
Procter & Gamble:
www.HomeMadeSimple.com
“Enabling women to have
more quality time with
their families”
10 Million subscribers. Short recipes and home
organization tips meet the overall, editorial mission.

31. Where Can You Use Great Content?
Content for your company can be presented
in a variety of media, including:
• Blogging
• Articles
• Press Releases
• eBooks
• Infographics
• Case studies
• How-to guides
• Live Events
•Webinars
“Marketing Is
Impossible
Without
Great Content.”

32. So You Have
Content.
Now What?

33. Social Media
Tweet to us: #AjaxSeminar

34. Social Media: Branding and Engagement
Social media can help you…
• Brand your business
– Demonstrate credibility
– Highlight existing products/projects/promotions
– Showcase customer service
• Build a targeted fan base of potential customers
• Build an organic list
• Stay top of mind with current and potential customers
• Having a Facebook, Twitter, etc. is essentially as important as having a
website.

35. SM campaigns vs. "doing social media"
Step 1: Figure Out Why You Want To Be On Social What am I trying to accomplish?
• Generate sales/conversions
• Boost fans/follows/connections/etc.
• Brand your business
• Collect email addresses for later marketing
• Support SEO
A social media campaign goes beyond tweeting your
heart out or even designing a custom Facebook application.
It is a goal-oriented, measurable strategy to
boost your business via social networks.

36. SM campaigns vs. "doing social media"
Step 2: Define Strategy - How am I going to achieve my
goals?
● Pick your social networks
○ Facebook, Twitter, LinkedIn, Pinterest, Instagram, etc.
● Determine a marketing calendar and strategy
○ Holidays? Promotions?
● Itemize resources
○ Ad budget, time, cross promotions, promotional ideas

37. SM campaigns vs. "doing social media"
Step 3: Define Tracking - How can I measure the
success of my campaign?
• Figure out what you are going to use and when you are going to check it
• Tools of trade: Facebook Insights, Google Analytics, website's backend, Email Service
Provider

38. The Big 4 Social Networks
These are the 4 Networks we’d recommend getting started with:

39. Rear View Safety Example
What can you do to improve your social marketing strategy?

40. Social Media Content
What kind of content should I post on social media?
• Product-Service-Company 35%
• Fun and Entertaining 20%
• Engagement-Oriented 13%
• Informative and Useful 15%
• Culturally Significant 10%
• Social Awareness 10%

41. Great Social Media Campaigns

42. Email Marketing
Tweet to us: #AjaxUnionSeminar

43. Building An Email List: Email Marketing
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Make sure your website has an opt-in registration to your join
your email list
Ask for a co-sponsored email from an online content site
Use sites like LinkedIn, JigSaw, Lead411 and other lead
directories to find leads
Manage a template email that your sales team can use to send to
contacts found in lead directories.
Should you buy a list?

44. Choose an ESP
Five Things to Consider When Choosing an Email Service Provider.
• Make sure the provider’s application is intuitive and easy to use.
• Research ESP prices so you can accurately estimate your costs.
• Can you keep your send lists organized and maintained through your
account? Find out!
• Will they manage responses, remove opt-outs from future lists, and
provide tracking reports?
• What type of lead nurturing software do they offer so that you can manage
contacts as they move through your email marketing and into your sales
cycle?
WE RECOMMEND:

45. Optimize Your Call To Action
• Eye-catching; first thing readers see
• Easy to understand
• Above-the-fold
• Link to the proper landing page
•Offer value-promotion, etc.
• Have a simple registration form

46. Dissecting an Email Campaign Template

47. Video Marketing
Tweet to us: #AjaxUnionSeminar

48. Video Marketing Figures & Stats
YouTube is the second largest Search Engine!
• More than 1 billion unique users visit YouTube each
month
• Allows audience to get to know you, your company,
and products
• Highlight specific products and promotions
• Can target potential customers on YouTube
“People spend 20
seconds on video.”

49. Putting Video on Your Website
• Having videos on your
site helps improve your
conversion rate!
• Video Types and
Placement:
General company video –
perfect for homepage!
Product videos – specific
product pages
Fun videos – great for an
‘About Us’ page

50. Product Videos on Your Website
• Ideas for product videos:
– More views and angles of a
product
– Instructional/how-to video
for the product
– Testimonials/reviews
about the product from
past customers
Orabrush is the first product to go
from no sales online or offline, to
nationwide retail distribution just
using YouTube.
WATCH:
http://www.youtube.com/watch?v=nFeb6YBftHE

51. Check out GrowTime!
A web series where CEO Joe Apfelbaum talks about
business, marketing, and technology!
www.growtime.tv

52. Check Out Our YouTube Channel
http://youtube.com/ajaxunion

53. Tying it All Together: Final Thoughts
Each of these strategies is only one slice of the orange… use these marketing
strategies in conjunction with one another for faster, more effective results!
•
•
•
•
•
•
•
SEO
PPC
Social
Content
Email
Video
Much, Much More!

54. Take Away
Marketing is all about testing! Focus on your goals, know who you are looking to
target, and how much you are able to invest. Online marketing is extremely
measurable-find out what works and use that to your advantage.
• Focus on goals
• Know your audience
• Track your data

55. Quick Recap
Today We Discussed…
• Setting Your Online Marketing Goals
• An SEO Overview: How to Pick the Right Keywords
• How To: Jumpstart Your Business With Google AdWords
• Creative Content Marketing Strategies
• Social Media: Branding and Engagement
• Building An Email List: Email Marketing
• Tell Your Story With Online Video

56. SPECIAL BONUS!

57. 2014 Digital Marketing Panel
Look for an email tomorrow morning for one complimentary
seat to our digital marketing panel!
For more events, visit www.ajaxunion.com/events

58. Thank you!
Find out more about Ajax Union:
www.ajaxunion.com
What Strategies Are YOU
Going to Implement TODAY?

59. Find out more about Ajax Union: www.ajaxunion.com
Questions?
Comments?
Concerns?