An overview of some things to keep in mind when buying online advertising

1. ONLINE ADVERTISING:
BUYING ATTENTION IN A
DISTRACTED WORLD
RAMON RAY
SMART HUSTLE
MAGAZINE

2. 2
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3. ONLINE ADVERTISING
Buying Attention in a Hyper Distracted Market

4. NO ONE KNOWS ABOUT YOUR
PRODUCT/SERVICE

5. NO ONE CARES ABOUT YOUR
PRODUCT/SERVICE

6. YOU MUST GET YOUR CUSTOMER’S ATTENTION

7. Who are you?

8. 4x Entrepreneur,
Global Speaker
and best-selling
author

10. Expert Witness to Congress

12. Tweet & Share - @RAMONRAY

13. ONLINE ADVERTISING
Buying Attention in a Hyper Distracted Market

14. ORGANIC
MARKETING
• Natural
• Authentic
• InBound
• Conversation Marketing

15. ORGANIC
MARKETING
• Blog posts
• Social media content
• Video
• Twitter Chats
• Facebook Live
• And more

16. BUSINESSES MUST PAY TO REACH THEIR
SOCIAL NETWORK AUDIENCES ONLINE

17. WHY ONLINE ADVERTISING?
• GoWhereYour Customers Are
• Reach – Reach a large number of
people, quickly and instantly
• Cost – Cost-effective. Cheaper than
traditional marketing (radio, television
and print)
• Results – Grow sales. Sales return on
advertising ranges from 3 to 5 times
your investment (Nielsen study)

18. WHERE TO
ADVERTISE ONLINE?
• Search Engines - Search Engine
Marketing
• Social Networks - Social Media
Advertising
• Websites & Blogs
• Mobile & In-App Advertising

19. SEARCH ENGINE ADVERTISING

20. SEARCH ENGINE ADVERTISING
• Google Adwords (Biggest SE
Advertising Network)
• Yahoo, Bing,YP, others
• Pay Per Click
• Keywords (popular vs long tail)
• Understand your audience (peak
search times, etc)
• Advertising copy is essential

21. SEARCH ENGINE
ADVERTISING IS
ABOUT IMMEDIACY

22. SOCIAL MEDIA ADVERTISING

23. SOCIAL MEDIA
ADVERTISING
• Facebook,Twitter, Instagram, Pinterest, LinkedIn
• Start Narrow – Go Where Most of Your Customer
Base Is At
• Narrow DownYour Target Audience Demographic
• The power of video and images

24. WEBSITES AND BLOGS

26. WEBSITE AND BLOG ADVERTISING
• Find niche audiences or go mainstream
• Advertise directly with the publisher or
through an advertising network
(Google Adwords is the biggest)

27. MOBILE & IN-APP ADVERTISING

28. MOBILE AND
IN-APP
ADVERTISING
• “Everyone is on their
phone” – your
advertisement should be
too
• Mobile advertising
includes banners, videos,
and more
• Mobile location data for
more targeting

29. ONLINE ADVERTISING BEST PRACTICES

30. ONLINE ADVERTISING
BEST PRACTICES
• What are your goals
• Know your audience
• Advertising channels
• Copy that speaks to them
• Specific targeting
• A/B Testing
• Measure your results
• Retargeting

31. ADVERTISING TOOL KIT
• Copy
• Images
• Landing pages
• Google Analytics (and publisher analytics)
• CRM “sales funnel”
• Hiring Expertise & Help

32. ONLINE ADVERTISING +

33. ONLINE ADVERTISING +
• Email marketing (build your list)
• Social media (organic) marketing
• Search Engine Optimization
• Business Listing and Review Sites

34. FROM ADVERTISING TO SALES

35. FROM ADVERTISING TO SALES
• What are you offering to those who are not quite
ready to buy?
• Are you nurturing the “browsers” with a lead magnet
and follow up
• Are you encouraging repeat buyers and referrals
• Are you fostering online

36. 360 DEGREES
OF MARKETING

37. 360 DEGREES OF MARKETING
• Word of mouth
• Personal branding
• Organic marketing
• Paid advertising
• Sales
• Media
360 DEGREES
OF MARKETING

38. ONLINE ADVERTISING:
BUYING ATTENTION IN A
DISTRACTED WORLD

39. ONLINE ADVERTISING
Buying Attention in a Hyper Distracted Market

40. 40
Visit www.SmartHustle.com
Get insight to start and
GROW your business.
Hear and learn from other
business owners!