An short and sweet overview of the digital marketing landscape in 2014, focusing on SEO, Social Media, and Pay Per Click advertising. Presented to the New Paltz Chamber of Commerce Annual Business Showcase by Abe Uchitelle, Director of Business Development for DragonSearch.

1. Grow Your
Business Online:
Digital Marketing
Overview

2. New York, NY • Kingston, NY

3. Abe Uchitelle
Director of Business Development

4. Digital Marketing
in 2014

6. • Highly Integrated
Digital Marketing in 2014

7. • Highly Integrated
• Taking advantage of new technology
Digital Marketing in 2014

8. • Highly Integrated
• Taking advantage of new technology
• Reacting to consumer behavior
Digital Marketing in 2014

9. No Longer a Choice for
Businesses to be Online

10. Areas of Digital Marketing

11. • Search Engine Optimization
Areas of Digital Marketing

12. • Search Engine Optimization
• Social Media Marketing
Areas of Digital Marketing

13. • Search Engine Optimization
• Social Media Marketing
• Paid Digital Advertising
(Pay-Per-Click or PPC)
Areas of Digital Marketing

14. Humans Are Online

15. It Starts Online

16. Your Website

17. Your Website
Must Look Credible

20. Your Website:
Basic Business
Information

21. Basic Business
Information

22. Your Website
Should Have Analytics

23. Should Have Analytics

24. Should Have Analytics

25. Search Engine
Optimization (SEO)

26. Old School SEO
• Trying to Game the System

27. Old School SEO
• Trying to Game the System
• Shady Tactics

28. Old School SEO
• Trying to Game the System
• Shady Tactics
• Google Strikes Back

29. Old School SEO

30. Modern SEO

31. Modern SEO
• User Experience First and Foremost

32. Modern SEO
• User Experience First and Foremost
• No Shady Tactics

33. Modern SEO
• User Experience First and Foremost
• No Shady Tactics
• Everything You Do Must Add Value

34. SEO Top Tips

35. SEO Top Tips
• Clear & Concise Content on
Every Page

36. SEO Top Tips
• Clear & Concise Content on
Every Page
• Help People Find You

37. SEO Top Tips
• Clear & Concise Content on
Every Page
• Help People Find You
• Keep Content Fresh

38. Social Media

39. Think About Your
Customers

40. Think About Your
Customers
• Ask: Who Cares About [Your
Business]?

41. Think About Your
Customers
• Ask: Who Cares About [Your
Business]?
• Where Do These People Exist
Online? What Platforms?

42. Think About Your
Customers
• Ask: Who Cares About [Your
Business]?
• Where Do These People Exist
Online? What Platforms?
• Who are Their Influencers?

43. Start Looking Around

44. Start Looking Around
• LinkedIn for B2B

45. Start Looking Around
• LinkedIn for B2B
• Yelp for Restaurants

46. Start Looking Around
• LinkedIn for B2B
• Yelp for Restaurants
• Facebook and Twitter for Everyone

47. Social Media Top Tips

48. Social Media Top Tips
• Listen to the Conversation

49. Social Media Top Tips
• Listen to the Conversation
• Talk About Passion Points

50. Social Media Top Tips
• Listen to the Conversation
• Talk About Passion Points
• Claim ALL Your Digital Real Estate

51. Pay-Per-Click Ads

52. PPC is good for near-
term
lead generation

53. Basic PPC Concepts

54. Basic PPC Concepts
• Only Pay When Someone Clicks

55. Basic PPC Concepts
• Only Pay When Someone Clicks
• You Set the Budget

56. Basic PPC Concepts
• Only Pay When Someone Clicks
• You Set the Budget
• You Choose Who Sees What Ads

57. Types of Ads

58. Search

59. Display

60. Retargeting

61. Social Media

62. What You Can Control

63. What You Can Control
• Ad Copy

64. What You Can Control
• Ad Copy
• Compelling

65. What You Can Control
• Ad Copy
• Compelling
• Succinct

66. What You Can Control
• Ad Copy
• Compelling
• Succinct
• Engages Immediately

67. What You Can Control
• Ad Copy
• Compelling
• Succinct
• Engages Immediately
• Regional Targeting

68. What You Can Control
• Ad Copy
• Compelling
• Succinct
• Engages Immediately
• Regional Targeting
• What Searches or Websites
to Target

69. Key Points

70. Key Points
• SEO is about bringing value to users

71. Key Points
• SEO is about bringing value to users
• Social Media is about listening and
passion points

72. Key Points
• SEO is about bringing value to users
• Social Media is about listening and
passion points
• PPC is about generating traffic/leads
for near term growth

73. Thank You!