100 Ways to Transform Your Business Online
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Over 100 tips and tricks from BabichMedia.com on digital marketing in 2019. Influencer Marketing, Facebook ADS, Mobility Scoring, Google Ads, Google My Business, and more...learn more at http://babichmedia.com/ 1-602-497-1011
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100 Ways to Transform Your Business Online
- 3. 1996
- 4. About Me
- 6. 6 Years Stiletto Heels Organic #1 and #2
- 8. Goals
- 9. Creating the Master Marketing Plan - Define goals & metrics - Create content personas - Generate persona ideas - Assess internal capacities and resources
- 10. 1) Get Buy In
- 13. 3) Define Metrics • Ties to Predictions • Creates Accountability to Assigned Resources • Synergy to Marketing Calendar
- 14. 4) Assess internal capacities and resources • InHouse • Outsource
- 15. 5) Content Personas Case Studies Growth USER BEHAVIOR AUDIENCE SEGMENTATION COMPANY BELIEF SYSTEM BENEFIT DRIVEN
- 16. Creating Content Personas • Upsell offers during checkout to improve average order value • Newsletter opt-in popup on the company’s website to capture customers’ emails • Abandoned cart emails to remarket to customers who exited the site before making a purchase • Referral offers to transform customers into brand ambassadors • Exit-intent popups with a special offer to make a purchase • Retargeting with Facebook pixels and Adwords • Customer loyalty programs to improve returning customer rates • Newsletter emails with product updates and offers to keep subscribers engaged
- 17. Your Story (Why) Your Beliefs (Who) Your Audience • Website • Vision page • Vision video • One of its ads • Business cards • PR kit • Mustache wax packaging • Beard oil packaging
- 18. All Social No Cost Advertising
- 19. 300% Increase Revenue Year over Year • Conversion Friendly Shopping • Highly Targeted Ads • Direct Product Comparison Grid
- 20. 6) Content Audit Yoast and other 3rd Party Tools
- 23. Cost $10.00Revenue $100.00 10X ROI
- 25. Search Network 3.17% Display Network .46% 14,197 Clients, $200 Million in ads: Google Ads Conversion Rate Average 2018
- 26. Thought Leadership Customer Loyalty Consumer Engagement Lead Generation Brand Awareness
- 29. Sales Funnel Tools and the Funnel Site Traffic Conversions (Calls, Forms, Chat, Email) Opportunities Sales Analytics Hubspot, Salesforce Analytics, Adwords,FB Hubspot, Salesforce
- 30. Projection Tools
- 31. Sales Funnel Site Traffic Conversions (Calls, Forms, Chat, Email) Opportunities Sales 50 Site Visits Internal Close 10% $100 50% Impression Share 1000 US Market Searches 10 Sales 500 Ad Impressions 10% Conversion Rate Cost 20% Closing Rate $2 Conversion Cost $10 CACRatio= $100/$10 = 10/1
- 33. Why an MPD? • Prioritizes Features / Benefits • Scale (Dynamic and Ongoing) • Repeatable Story (for others to repeat) • Message Consistency • One Truth
- 34. Scale Perfect Positioning Master Positioning Document Website Data Sheets Pricing Proposal Ad Copy Powerpoint
- 35. Anatomy of an MPD Elevator Pitch 25 Word Description 50 Word Description Category 1 Description Category 2 Description Category 3 Description Feature/Benefit Feature/Benefit Feature/Benefit Feature/Benefit Feature/Benefit Feature/Benefit Feature/Benefit Feature/Benefit Feature/Benefit
- 36. Keep Your MPD Simple…Your already an expert
- 37. Positioning Red Flags You’re losing out on contracts because your prospective clients choose to work with your competitor instead. You can’t get a meeting with decision makers; doors are shut. Your marketing attempts feel like throwing spaghetti at the wall; nothing sticks. Your lead-generation efforts feel like a game of cat and mouse. • Your prospects aren’t returning your calls or emails after you present your proposal. Your elevator pitch is falling on deaf ears.
- 40. Awareness Levels
- 42. Site Goals • get leads • email subscriptions • chats • phone calls Make Sales
- 44. Is My Site 2019 Ready? % of Global Population Internet Searches 2019 = 50.8%
- 46. Mobile Readiness
- 47. Mobile Search Consequences Mobile53% 71% Local Mobile Mobile Optimization Matters (SERP Results Different)
- 49. Mobile First Index Your mobile site should contain the same content as your desktop site
- 50. Mobile First Index Structured data should be present on both versions of your site.
- 51. Mobile First Index Metadata should be present on both sites Make sure titles and meta descriptions are equivalent across both versions
- 54. Traffic + by 571% in under 13 months
- 55. Tripled Organic Keyword Results
- 56. 1. www vs non-www Domain No benefit SEO wise to having www in your domain
- 57. 2. Install a WordPress SEO Plugin
- 59. 4. Always Use a Focus Keyword
- 60. 5. Importance of Title Tags
- 62. 8. Header Tags – H1, H2, H3
- 63. 9. Image Alt Text
- 64. 11. Focus Keyword in First Paragraph
- 66. Content Relationship to Rank
- 67. 13. Use Short URLs • Executives are 250% more likely to click on an organic listing if it: • Had a fairly short URL and • Appeared directly below a listing with a long URL
- 68. 14. Use Smart Image File Names
- 69. Internal Links Matter From 2nd page to position 2
- 70. 17. Add High Domain Authority External Links Add at least 2
- 71. SSL Consequce
- 73. SSL Consequences • Search Results • Ranking Difference • Cost Difference
- 79. Core Identity
- 80. CORE CONTENT
- 81. Core Content • 25 Word Description • 50 Word Description • 2 Blogs/Posts (How To, Why, Tips) • Facebook Header Image • Google My Business Header Image • Linkedin Header Image • 500x500 Logo Square • Product Photos • Interior Photos • Team Photos • Exterior Photos
- 82. Facebook Cover Size 851 pixels wide and315 pixels tall for desktop 640 pixels wide by 360 pixels tall for mobile
- 83. Twitter Header 1500 pixels wide by 500 pixels tall.
- 84. Youtube Chanel Art Minimum Size 2048 x 1152
- 86. Sitemap.XML • Dynamic Updates • Submitted to Google • Submitted to Bing • One Time Process
- 87. Site Index Is My Site Already Indexed? search site:yourdomain.com
- 88. Force Crawl for Faster Indexing • Force Crawl in Google Search Console
- 89. Site Index Submit your Sitemap to Google Search Console (formerly Webmaster Tools)
- 90. Steps to Index 434% More Index Pages come from Blogs Create a blog and publish regularly
- 91. Create an RSS Feed Something New On the Site to Other Search Engines
- 92. Steps to Index Distribute your content on industry forums or communities
- 93. Steps to Index Write a press release with links toward your website/page
- 95. Google My Business • Single or Multiple Location • Ongoing Content / Weekly Updates • GMB #1 Result on Mobile “28.88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours.”
- 96. Google My Business • Single or Multiple Location • Ongoing Content / Weekly Updates
- 97. Google My Business • Google trying to bring all info to the front page to keep visitors in search results. • All-In-One Results
- 98. Google My Business Claim and Verify Fill out all of your company information Add photos and videos Manage Promote Never give ownership privileges
- 99. Visibility
- 100. Directories
- 101. US Search Dominance •63.1% Google •24.2% Microsoft •11.6% Oath •1% Ask Dec 2018
- 105. Bing Places
- 106. Inside|Outside
- 107. Scaling the Business
- 108. Outsourcing Task #1: Images & Banners Creation
- 109. Outsourcing Task #1: Images & Banners Creation •1-2 images for social media posts per week •1 banner in different dimensions for Google Display per week •1 image for Facebook ads per week $40
- 111. Outsourcing Task #2: Blog and Newsletters 1) You = outlay of the newsletter, along with industry sources from where to get the news stories. 2) You = Instructions on how to write the newsletter, its format and writing style. Word-count, if it will have images or not, text alignment, everything.
- 112. Outsourcing Task #3: Google Adwords “To Outsource or Not to Outsource….That is the Question” – Fred Shakespeare
- 115. Outsourcing Task #3: Google Adwords 1) Keyword Research 2) Ad Creation 3) Bidding
- 116. Outsourcing Task #3: Google Adwords You want them to create a list of highly relevant keywords for your business. Not closely-related, but rather spot on. Keyword List • Lowest Competitive Cost • Highest Relative Return (Remember Top 3%) • Negative Words • Demographics • Geo Area • Conversions
- 117. Outsourcing Task #3: Google Adwords Once they have the keywords, they should run them by you and eliminate the ones that are not relevant. Keyword List
- 118. Outsourcing Task #3: Google Adwords • Google Keyword Planner • SEM Rush • SpyFu Keyword List
- 119. Outsourcing Task #3: Google Adwords After that, they should create some ads and run them by you. Can they be improved or add a benefit for which your customers mostly buy from you? Create/Review Ads
- 120. Outsourcing Task #3: Google Adwords Agree on a max bid for each keyword. Don’t stress about the cost right now, you want it to run, gather some data and adjust it later. Establish Starting Bid
- 122. Outsourcing Task #3: Google Adwords After They Set Up They should optimize for at least a month Adding negative keywords after discussing them with you Removing terms that not highly relevant
- 123. Outsourcing Task #3: Google Adwords Budget Low, Slow ROI
- 124. Outsourcing Task #3: Google Adwords But…After Adjustments All In
- 126. 1. Make Your Landing Page Relevant
- 128. 3. Use the Right Keyword Match Types
- 129. 4. Alter Keyword Match Type Over Time 12 – 14 Keywords Per Adgroup 6 Exact 6 Phrase 2 Broad Modified
- 130. 5. Fill Out All Available Ad Content
- 131. 6. Use Every Relevant Ad Extension
- 133. 8. Break Out Mobile- Optimized Campaigns • CPC 25 percent lower • Focusing on click-to-call extensions
- 134. Leverage Ad Scheduling Maximize ROI Click to Close
- 135. Lowest Cost Google Ads YOUTUBE PRE-ROLLS SEARCH NETWORK REMARKETING
- 136. Youtube Pre-Roll
- 137. Who Should Use Youtube Preroll? My Favorite…Run your video ads in front of your competitors. Lawyers in front of auto accident videos. A protein supplement business can run their video ads in front of fitness videos. An insurance company can run their ads in front of insurance videos.
- 138. Ad Reach • YouTube is the 2nd largest search engine • You choose what keywords your video shows up for • Awareness Level – Soccer Schedule, NFL Scores, Weather, School Grades (Following Persona)
- 139. In Market Audience • Google knows what you are looking for. • With in-market audiences, you are able to play your video in front of people who have searched, or who are looking for your product.
- 140. 2019 2 Video Pre-Roll Change •Added 2nd Video •No Skipping Allowed
- 141. YouTube In-Stream • Play in front of handpicked videos • In front of Competition
- 142. Pre-Roll Mistakes to Avoid Targeting the right audience/videos Getting your video ad to show up for the right keyword Keeping people engaged Finding the right placements Running out of money before you get the results you want A BORING video
- 143. Remarketing ADs
- 144. Remarketing: How it Works
- 145. Remarketing and Slow Management = Less Competition (for now) What percent of marketers monthly budget Spent on retargeting?
- 146. Remarketing Best Method CPM (Cost-per-mille/Cost per 1000 impressions CPA (Cost-per-acquisition) CPC (Cost-per-click)
- 147. Facebook Audience
- 149. Facebook Retargeting • Strongest Demographic Targeting • Lowest Cost • Install Facebook Pixel on Website • Allow Facebook to track your traffic • Run Retargeting Ads
- 151. Facebook Custom Audiences Create a custom audience and run ads to your non openers You Send an Email 20% Open it, 80% Dont Next Week: Send Email Again Different Subject Line (Upload your email list to Facebook, FB will match email with their users) Then run your ads
- 152. 2019
- 153. • Audience Segmentation • Interests • Behavior • Demographics • 20-100 Audience Segments • Message to the Segment Focus on Building Audience Segments (Not Just Keywords)
- 154. • Upload Product Catalog • Set Campaign Time • Let Facebook do the rest Facebook Ads 2019: Embrace Automation
- 155. • Users 2X More Likely to convert • 30% Improvement in Return on Ad • 7% uplift in CTR Facebook Ads 2019: Focus on Cross-Channel Initiatives
- 156. Example: if you run a clothing e-commerce store and want to specifically track jacket purchases, you would need to create a custom conversion Facebook Ads 2019: Brands (Should) Leverage Custom Conversions
- 157. Voice Ready
- 158. Optimizing Voice
- 159. Getting Ahead on Voice Search 50% by 2020
- 160. Voice Consequence on Site Content SEO
- 162. Getting Your Brand on Voice Brag Brag How Cool You Are! Point Point Your Voice Skill at a Category Install Install “Category Specific RSS Feed” Verify Verify SSL used on site Use Use Wordpress to do the heavy lifting Source Source Your Voice Feed from Your Blog!
- 163. Real Estate
- 164. Facebook Lead Ads No need for a landing page capturing the lead within Facebook Easier for the customer to submit their information to you as Facebook will pre-fill form fields Leads can be easily downloaded straight out of Facebook or sent directly to a Google sheet Can be set up so that buyer and seller leads are funneled directly into your CRM or marketing automation software
- 165. Facebook Ad Tactic # 2: Buying A House
- 166. Facebook Ad Tactic # 3 – Real Estate Investors
- 167. Facebook Ad Tactic # 4 – Target People That Are Browsing Realtor.com, Zillow and Trulia
- 168. Facebook Ad Tactic # 5: Use FREE Home Evaluation Ads To Generate Seller Leads
- 169. Video Ads Are still CHEAP!
- 170. Marketing Calendar
- 171. Marketing Calendar Keep Your Vendors On Task Keeps In House Tasks Accountable Ties to Story/Belief/Audience Visual Connection to Growth Historic Tracking of Success/Fails
- 172. Mini PR Agency
- 173. Schedule a Regular Creative Day • Separate Strategic/Execution from Creative
- 174. Your Story
- 175. Your Story A Story is 22 Times MORE memorable than a list of facts We help _______ get ____________. Wrap Story/Benefits Together. Tell Them What You are Going to Tell Them, Tell Them, Then, Tell Them What you Told Them.
- 176. Your Great Slogan (all or most of…) ITS MEMORABLE IT INCLUDES A KEY BENEFIT IT DIFFERENTIATES THE BRAND IT IMPARTS POSITIVE FEELINGS ABOUT THE BRAND
- 177. Your Belief System, Their Beliefs, Identification and Awareness “Your In Good Hands” We help _______ get ____________. Wrap Story/Benefits Together. Tell Them What You are Going to Tell Them, Tell Them, Then, Tell Them What you Told Them.
- 178. Content Master
- 179. Forget “Marketing”…. Am I part of the conversation? Am I the CONVERSATION?
- 180. Your not alone… Visionary / Thought Leader / Expert Outsource Copy
- 181. Slideshare Acquired by LinkedIn in 2012 Google Content Use Strongest Slide First Reduce Text on Slides Bulk up Text in Notes Section, including your URL/Domain
- 182. Linkedin Article / Post Creation • “I’m a Florist” or “I own a hair salon”…. There is a Group for you • Google My Business Post • Tweet Your Posts
- 183. SEO Master
- 184. Get Strategic with the Competition • Automated tools like the Keyword Difficulty Tool • Eyeballing the SERPs
- 185. Even without tools…. Are the first few results optimized for the keyword? Is the keyword in the title tag? In the URL? On the page? What’s the Page and/or Domain Authority of the URL? Are the first few results authorities on the keyword subject? What’s the inbound anchor text? Can you deliver a higher quality resource for this keyword?
- 186. Social Wizard
- 187. Multipost Tools • Hootsuite • Buffer (flexible pricing) • Tweetdeck (Free) • SocialOomph (Clunky)
- 188. Influencer Marketing
- 193. Businesses lose money or just break even 25%