Getting Found, Getting Picked and Rinse/Repeating

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The slides in this deck were my originals for a Chamber of Commerce Lunch and Learn presentation covering some of the very basics of online marketing (and then some). You can see the presentation here: http://hudgecreative.com/2015/3-online-marketing-big-deals-on-lunch-break I ended up not using these so closely for the actual. Why? Because, at 9:32pm the night prior to the event, as I was prepping, delivering such profound wisdom to my office walls, I stopped and said, "This is too technical. There's no way I can get through all this in about 30 minutes. Forget it." I didn't scrap the whole thing. We got things kicked off with an activity, I skimmed across some topics like "organic vs. sponsored traffic," and really purposed to get into the actual business side of things—as in "what IS my business? … who does it really SERVE? … and who REALLY loves my business?" It's much more natural to approach the entire topic when tackling it from that angle. So, after covering some of the basic things to "getting found," then what? How 'bout we move on to "getting picked?" Then what? How 'bout we dig into what your business "feels" like on a day-to-day basis? Who are the faces people see? Who represents you? How great of a job do they do that? 'hope you find something valuable within the deck. -Drew

Marketing

GETTING FOUND
is one-third of the equation
Thursday, March 12, 2015

“Getting Picked”
“Building Your Tribe”
“A tribe is a group of people connected to one another,
connected to a leader, and connected to an idea. … A group
needs only two things to be a tribe: a shared interest and a way
to communicate.”
― Seth Godin, Tribes: We Need You to Lead Us
Thursday, March 12, 2015

Agenda:
How Do I Get Found
What Do I Say?
Setting a Solid Foundation
Disclaimers
Broad yet Focused
Questions: 1 of 3 things
What this is NOT
What this IS
Thursday, March 12, 2015

do I get found?
HOW
ORGANIC vs. SPONSORED
“How do I get trafﬁc to me?”
Thursday, March 12, 2015

What’s Ess Eee Ohh
SEO
Organic
Inﬂuence with content
Thursday, March 12, 2015

What NOT to do.
Organic
Thursday, March 12, 2015

What NOT to do.
Organic
•STUFF Keywords
Thursday, March 12, 2015

What NOT to do.
Organic
•STUFF Keywords
•NOT knowing who your audience is
Thursday, March 12, 2015

What NOT to do.
Organic
•STUFF Keywords
•NOT knowing who your audience is
•Be everything to everyone
Thursday, March 12, 2015

What NOT to do.
Organic
•STUFF Keywords
•NOT knowing who your audience is
•Be everything to everyone
•Having thin or shallow content
Thursday, March 12, 2015

What NOT to do.
Organic
•Post duplicate content (on/off site - applies to reviews)
Thursday, March 12, 2015

What NOT to do.
Organic
•Post duplicate content (on/off site - applies to reviews)
•Don’t Place a bunch of ads “above the fold”
Thursday, March 12, 2015

What NOT to do.
Organic
•Post duplicate content (on/off site - applies to reviews)
•Don’t Place a bunch of ads “above the fold”
•Don’t worry about KeywordRichDomains.com
Thursday, March 12, 2015

What TO DOOrganic
Thursday, March 12, 2015

What TO DOOrganic
•Know exactly WHO you are and what it is that you do!
Thursday, March 12, 2015

What TO DOOrganic
•Know exactly WHO you are and what it is that you do!
•… so you can know exactly WHO you serve the best
Thursday, March 12, 2015

What TO DOOrganic
•Know exactly WHO you are and what it is that you do!
•… so you can know exactly WHO you serve the best
•Research great keywords
Thursday, March 12, 2015

What TO DOOrganic
•Know exactly WHO you are and what it is that you do!
•… so you can know exactly WHO you serve the best
•Research great keywords
•… and use them naturally; Write for HUMANS FIRST
Thursday, March 12, 2015

What Else Is A Good Idea
Organic
Thursday, March 12, 2015

What Else Is A Good Idea
Organic
•Create VALUABLE content
Thursday, March 12, 2015

What Else Is A Good Idea
Organic
•Create VALUABLE content
•Use Social Media (Google+, FB, T, Instagram, YouTube)
Thursday, March 12, 2015

What Else Is A Good Idea
Organic
•Create VALUABLE content
•Use Social Media (Google+, FB, T, Instagram, YouTube)
•Claim online directories - Make ‘em accurate and Exact
Thursday, March 12, 2015

Sponsored Trafﬁc
PAID
Sponsored
Thursday, March 12, 2015

PAID
or
“SPONSORED”
Thursday, March 12, 2015

What Else Is A Good Idea
Sponsored
•Take Advantage of PLA (Product Listing Ads)
•Respond to Reviews (… claim your listings!)
Thursday, March 12, 2015

What Else Is A Good Idea
Sponsored
Facebook Business Page
Thursday, March 12, 2015

What Else Is A Good Idea
Sponsored
•Violation of FB policy; can get canned anytime
Facebook Business Page
Thursday, March 12, 2015

What Else Is A Good Idea
Sponsored
•Violation of FB policy; can get canned anytime
•No way to track anything
Facebook Business Page
Thursday, March 12, 2015

What Else Is A Good Idea
Sponsored
•Violation of FB policy; can get canned anytime
•No way to track anything
•No way to promote
Facebook Business Page
Thursday, March 12, 2015

What Else Is A Good Idea
Sponsored
•Violation of FB policy; can get canned anytime
•No way to track anything
•No way to promote
•There’s hope. You can SWITCH
Facebook Business Page
Thursday, March 12, 2015

What’s Content?
CONTENT
P r o v i d i n g G r e a t
Thursday, March 12, 2015

Content
video
words (copy)
Thursday, March 12, 2015

About your Copy and Content
Thursday, March 12, 2015

About your Copy and Content
•Know the Goal (and don’t be salesey all the time)
Thursday, March 12, 2015

About your Copy and Content
•Know the Goal (and don’t be salesey all the time)
•KnowYour “Who” & Match UpTone (Stay Conversational)
Thursday, March 12, 2015

About your Copy and Content
•Know the Goal (and don’t be salesey all the time)
•KnowYour “Who” & Match UpTone (Stay Conversational)
•PlaceYour Product/Service Within Prospects’ Lives
Thursday, March 12, 2015

Clever, knows its goal (stirs excitement)
Thursday, March 12, 2015

Also clever (makes you feel you’re
connecting on a more human level
… even through an automated process)
Thursday, March 12, 2015

Urban Daddy: Entertains, Tells a Story,
Thursday, March 12, 2015

Dropbox: File sharing… Exciting?
It is now: clear, concise, and crisp -
especially for INSTRUCTIONAL copy
Thursday, March 12, 2015

GymIt: They get it.
Who do you think their audience is?
These tags REQUIRE NO FURTHER EXPLANATION
(not easy to do!!)
Thursday, March 12, 2015

People
Process
Product
Thursday, March 12, 2015

MindingYour Own Business
Thursday, March 12, 2015

MindingYour Own Business
•Always Learning. No Substitute for Failure-Learning
Thursday, March 12, 2015

MindingYour Own Business
•Always Learning. No Substitute for Failure-Learning
•Carve out Regular BrainTime (ROI). Stick With It.
Thursday, March 12, 2015

MindingYour Own Business
•Always Learning. No Substitute for Failure-Learning
•Carve out Regular BrainTime (ROI). Stick With It.
•Get Systems Built. UseThem.
Thursday, March 12, 2015

Content Marketing/Online MarketingTake Homes
Thursday, March 12, 2015

Content Marketing/Online MarketingTake Homes
•Content is Hard. Get Help.
Thursday, March 12, 2015

Content Marketing/Online MarketingTake Homes
•Content is Hard. Get Help.
•KnowYou. Discover WhoYour Audience Is.Ask. Listen.
Thursday, March 12, 2015

Content Marketing/Online MarketingTake Homes
•Content is Hard. Get Help.
•KnowYou. Discover WhoYour Audience Is.Ask. Listen.
•Stop “Selling.” Start “Helping.”
Thursday, March 12, 2015

Provide value to humans and communicate it like it’s coming
from a human – Write like a human
Thursday, March 12, 2015

Thanks for Watching
To Learn More,Visit HudgeCreative.com
or contact Drew
drew@hudgecreative.com
Thursday, March 12, 2015

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Getting Found, Getting Picked and Rinse/Repeating

1. [ACTIVITY] Thursday, March 12, 2015

2. GETTING FOUND is one-third of the equation Thursday, March 12, 2015

3. Thursday, March 12, 2015

4. “Getting Picked” “Building Your Tribe” “A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. … A group needs only two things to be a tribe: a shared interest and a way to communicate.” ― Seth Godin, Tribes: We Need You to Lead Us Thursday, March 12, 2015

5. Agenda: How Do I Get Found What Do I Say? Setting a Solid Foundation Disclaimers Broad yet Focused Questions: 1 of 3 things What this is NOT What this IS Thursday, March 12, 2015

6. do I get found? HOW ORGANIC vs. SPONSORED “How do I get trafﬁc to me?” Thursday, March 12, 2015

7. do I get found? HOW ORGANIC vs. SPONSORED “How do I get trafﬁc to me?” Thursday, March 12, 2015

8. What’s Ess Eee Ohh SEO Organic Inﬂuence with content Thursday, March 12, 2015

9. Organic Thursday, March 12, 2015

10. Organic Thursday, March 12, 2015

11. What NOT to do. Organic Thursday, March 12, 2015

12. What NOT to do. Organic •STUFF Keywords Thursday, March 12, 2015

13. What NOT to do. Organic •STUFF Keywords •NOT knowing who your audience is Thursday, March 12, 2015

14. What NOT to do. Organic •STUFF Keywords •NOT knowing who your audience is •Be everything to everyone Thursday, March 12, 2015

15. What NOT to do. Organic •STUFF Keywords •NOT knowing who your audience is •Be everything to everyone •Having thin or shallow content Thursday, March 12, 2015

16. What NOT to do. Organic Thursday, March 12, 2015

17. What NOT to do. Organic •Post duplicate content (on/off site - applies to reviews) Thursday, March 12, 2015

18. What NOT to do. Organic •Post duplicate content (on/off site - applies to reviews) •Don’t Place a bunch of ads “above the fold” Thursday, March 12, 2015

19. What NOT to do. Organic •Post duplicate content (on/off site - applies to reviews) •Don’t Place a bunch of ads “above the fold” •Don’t worry about KeywordRichDomains.com Thursday, March 12, 2015

20. What NOT to do. Organic •Post duplicate content (on/off site - applies to reviews) •Don’t Place a bunch of ads “above the fold” •Don’t worry about KeywordRichDomains.com •Don’t EVER BUY LINKS Thursday, March 12, 2015

21. What TO DOOrganic Thursday, March 12, 2015

22. What TO DOOrganic •Know exactly WHO you are and what it is that you do! Thursday, March 12, 2015

23. What TO DOOrganic •Know exactly WHO you are and what it is that you do! •… so you can know exactly WHO you serve the best Thursday, March 12, 2015

24. What TO DOOrganic •Know exactly WHO you are and what it is that you do! •… so you can know exactly WHO you serve the best •Research great keywords Thursday, March 12, 2015

25. What TO DOOrganic •Know exactly WHO you are and what it is that you do! •… so you can know exactly WHO you serve the best •Research great keywords •… and use them naturally; Write for HUMANS FIRST Thursday, March 12, 2015

26. What Else Is A Good Idea Organic Thursday, March 12, 2015

27. What Else Is A Good Idea Organic •Create VALUABLE content Thursday, March 12, 2015

28. What Else Is A Good Idea Organic •Create VALUABLE content •Use Social Media (Google+, FB, T, Instagram, YouTube) Thursday, March 12, 2015

29. What Else Is A Good Idea Organic •Create VALUABLE content •Use Social Media (Google+, FB, T, Instagram, YouTube) •Claim online directories - Make ‘em accurate and Exact Thursday, March 12, 2015

30. What Else Is A Good Idea Organic •Create VALUABLE content •Use Social Media (Google+, FB, T, Instagram, YouTube) •Claim online directories - Make ‘em accurate and Exact •Especially Claim your GoogleMyBusiness Proﬁle Thursday, March 12, 2015

31. What Else Is A Good Idea Organic •Create VALUABLE content •Use Social Media (Google+, FB, T, Instagram, YouTube) •Claim online directories - Make ‘em accurate and Exact •Especially Claim your GoogleMyBusiness Proﬁle • http://google.com/MyBusiness Thursday, March 12, 2015

32. Sponsored Trafﬁc PAID Sponsored Thursday, March 12, 2015

33. PAID or “SPONSORED” Thursday, March 12, 2015

34. PAID or “SPONSORED” Thursday, March 12, 2015

35. What Else Is A Good Idea Sponsored •Take Advantage of PLA (Product Listing Ads) •Respond to Reviews (… claim your listings!) Thursday, March 12, 2015

36. What Else Is A Good Idea Sponsored Facebook Business Page Thursday, March 12, 2015

37. What Else Is A Good Idea Sponsored •Violation of FB policy; can get canned anytime Facebook Business Page Thursday, March 12, 2015

38. What Else Is A Good Idea Sponsored •Violation of FB policy; can get canned anytime •No way to track anything Facebook Business Page Thursday, March 12, 2015

39. What Else Is A Good Idea Sponsored •Violation of FB policy; can get canned anytime •No way to track anything •No way to promote Facebook Business Page Thursday, March 12, 2015

40. What Else Is A Good Idea Sponsored •Violation of FB policy; can get canned anytime •No way to track anything •No way to promote •There’s hope. You can SWITCH Facebook Business Page Thursday, March 12, 2015

41. What’s Content? CONTENT P r o v i d i n g G r e a t Thursday, March 12, 2015

42. Content video words (copy) Thursday, March 12, 2015

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44. About your Copy and Content Thursday, March 12, 2015

45. About your Copy and Content •Know the Goal (and don’t be salesey all the time) Thursday, March 12, 2015

46. About your Copy and Content •Know the Goal (and don’t be salesey all the time) •KnowYour “Who” & Match UpTone (Stay Conversational) Thursday, March 12, 2015

47. About your Copy and Content •Know the Goal (and don’t be salesey all the time) •KnowYour “Who” & Match UpTone (Stay Conversational) •PlaceYour Product/Service Within Prospects’ Lives Thursday, March 12, 2015

48. About your Copy and Content •Know the Goal (and don’t be salesey all the time) •KnowYour “Who” & Match UpTone (Stay Conversational) •PlaceYour Product/Service Within Prospects’ Lives •Be Clear, Be Concise, Be Witty Thursday, March 12, 2015

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50. Clever, knows its goal (stirs excitement) Thursday, March 12, 2015

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53. Also clever (makes you feel you’re connecting on a more human level … even through an automated process) Thursday, March 12, 2015

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55. Urban Daddy: Entertains, Tells a Story, Thursday, March 12, 2015

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57. Dropbox: File sharing… Exciting? It is now: clear, concise, and crisp - especially for INSTRUCTIONAL copy Thursday, March 12, 2015

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59. GymIt: They get it. Who do you think their audience is? These tags REQUIRE NO FURTHER EXPLANATION (not easy to do!!) Thursday, March 12, 2015

60. People Process Product Thursday, March 12, 2015

61. MindingYour Own Business Thursday, March 12, 2015

62. MindingYour Own Business •Always Learning. No Substitute for Failure-Learning Thursday, March 12, 2015

63. MindingYour Own Business •Always Learning. No Substitute for Failure-Learning •Carve out Regular BrainTime (ROI). Stick With It. Thursday, March 12, 2015

64. MindingYour Own Business •Always Learning. No Substitute for Failure-Learning •Carve out Regular BrainTime (ROI). Stick With It. •Get Systems Built. UseThem. Thursday, March 12, 2015

65. MindingYour Own Business •Always Learning. No Substitute for Failure-Learning •Carve out Regular BrainTime (ROI). Stick With It. •Get Systems Built. UseThem. •Give itTIME Thursday, March 12, 2015

66. MindingYour Own Business •Always Learning. No Substitute for Failure-Learning •Carve out Regular BrainTime (ROI). Stick With It. •Get Systems Built. UseThem. •Give itTIME •People, Process, Product. Thursday, March 12, 2015

67. Content Marketing/Online MarketingTake Homes Thursday, March 12, 2015

68. Content Marketing/Online MarketingTake Homes •Content is Hard. Get Help. Thursday, March 12, 2015

69. Content Marketing/Online MarketingTake Homes •Content is Hard. Get Help. •KnowYou. Discover WhoYour Audience Is.Ask. Listen. Thursday, March 12, 2015

70. Content Marketing/Online MarketingTake Homes •Content is Hard. Get Help. •KnowYou. Discover WhoYour Audience Is.Ask. Listen. •Stop “Selling.” Start “Helping.” Thursday, March 12, 2015

71. Content Marketing/Online MarketingTake Homes •Content is Hard. Get Help. •KnowYou. Discover WhoYour Audience Is.Ask. Listen. •Stop “Selling.” Start “Helping.” •Don’t Let Competitors HoldYou Back. Thursday, March 12, 2015

72. Content Marketing/Online MarketingTake Homes •Content is Hard. Get Help. •KnowYou. Discover WhoYour Audience Is.Ask. Listen. •Stop “Selling.” Start “Helping.” •Don’t Let Competitors HoldYou Back. •Track AllYou Can. $ave. Refocus Efforts to What Works Thursday, March 12, 2015

73. Content Marketing/Online MarketingTake Homes •Content is Hard. Get Help. •KnowYou. Discover WhoYour Audience Is.Ask. Listen. •Stop “Selling.” Start “Helping.” •Don’t Let Competitors HoldYou Back. •Track AllYou Can. $ave. Refocus Efforts to What Works •It’s Not AboutYou. Thursday, March 12, 2015

74. Content Marketing/Online MarketingTake Homes •Content is Hard. Get Help. •KnowYou. Discover WhoYour Audience Is.Ask. Listen. •Stop “Selling.” Start “Helping.” •Don’t Let Competitors HoldYou Back. •Track AllYou Can. $ave. Refocus Efforts to What Works •It’s Not AboutYou. •SEO?Think about it like it’s Not EvenThere! Thursday, March 12, 2015

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86. Provide value to humans and communicate it like it’s coming from a human – Write like a human Thursday, March 12, 2015