Best selling author John Jantsch explains how to view the various moving parts of online marketing as a total integrated system including content, SEO, email, social media, online advertising, mobile, location, analytics and conversion.

1. 7 Stages of a Total
Online Presence
John Jantsch
Duct Tape Marketing
@ducttape | #dtmTOP
@ducttape | #dtmTOP

2. Goals
• Introduce you to the TOP point
of view
• Give you current thinking
• Add some tips for each
• Reveal some favorite resources
• Introduce you to the TOP Course
@ducttape | #dtmTOP

3. Meet the stages
• Content platform
• Organic SEO
• Email marketing
• Social media marketing
• Online advertising
• Mobile and location
• Analytics and conversion
@ducttape | #dtmTOP

4. Content platform
• Listening
• Research
• Blogging
• Lead capture
• Landing pages
• Amplify
@ducttape | #dtmTOP

5. Listening
• Customers – Twitter Lists
• Journalists – Google Alerts
• Influencers - Alltop
• Competitors – Twitter Search
• Industry – Quora Feeds
• Blogs – Google Reader
@ducttape | #dtmTOP

6. Blogging
• Body of work
• Chapters/repurpose
• Plugins
• Related content
• Sociable
• SEO from Yoast
• Amplify
@ducttape | #dtmTOP

7. Lead capture
• eBook, tip sheet, how to
• Filetype: pdf
• ESPs form tool
• Pop up – Pippity
• Feature - WPTheme
@ducttape | #dtmTOP

8. Organic SEO
• Listening
• Keywords
• Factors
• Toolbox
• Backlinks
• Local
@ducttape | #dtmTOP

9. SEO simplified
• Keyword optimization
• Content creation
• Authority
@ducttape | #dtmTOP

10. Listening revisited
• Compete
• Seomoz Toolbar
• KeywordSpy
• SEO Book
• SearchStatus
• SpyFu
@ducttape | #dtmTOP

11. Local focus
• Local pages/content
• Local profiles – Google+Local
• Local citations – getlisted.org, UBL
• Ratings and reviews
• Local groups – MeetUp, LinkedIn
@ducttape | #dtmTOP

12. Email marketing
• ESP
• Lead capture
• Newsletter
• Campaigns
@ducttape | #dtmTOP

13. ESP tools
• Form builders
• Autoresponders
• Segmented lists
• Click based actions
• Templates
• Events
• Social integration
@ducttape | #dtmTOP

14. ESP recommendations
• Aweber
• Infusionsoft
• MailChimp
• Constant Contact
• Vertical Response
@ducttape | #dtmTOP

15. Email plan
• Use ESP list building tools
• Landing page/every page
• Create series/bait
• Consider attention grabbers
• Integrate
• Promote your bait
• Add newsletter
@ducttape | #dtmTOP

16. Total Online Presence
Program overview
• 6 live lessons
• Complete online portal
• Resources/action plans
• Real time updates
• Live QandA
• ducttapemarketing.com/total-online-presence
@ducttape | #dtmTOP

17. Social media marketing
• Strategy before tactics
• Google+, Facebook,
LinkedIn, Twitter
• Integration
• Toolbox
@ducttape | #dtmTOP

18. Google+ Best Practices
• Build a full profile
• Claim your +Local (Place) page
• Promote with “+1” button
• Focus on small Circles
• Use images and videos
• Comment with +name
• Hangouts on Air (YouTube)
@ducttape | #dtmTOP

19. Toolbox
• Tweetdeck
• Google Reeder
• Buffer
• Su.pr (Stumble Upon)
• Sociable plugin
@ducttape | #dtmTOP

20. Online advertising
• Strategy before tactics
• Landing pages
• AdWords basics
• AdWords advanced
• Online to Offline
@ducttape | #dtmTOP

21. AdWords tips
• Beware of broad matching
• Sit out Content Network for now
• Use narrow ad groups
• Define Your “Negative” Keywords
• Consider “Remarketing”
@ducttape | #dtmTOP

22. O2O advertising
• Google Adwords
• Google Mobile
• Facebook targeting
• Landing pages
@ducttape | #dtmTOP

23. Use online to drive offline
• Free workshop
• Click to call/chat
• Schedule now
• Contest
• Directions
@ducttape | #dtmTOP

24. Mobile and location
• Mobile now
• Mobile future
• Location service
@ducttape | #dtmTOP

25. Mobile friendly web
• WPTouchPro
• Responsive Theme
• goMobi
• Emulator
howtogomo.com
• Click to chat
@ducttape | #dtmTOP

26. Mobile ads
• Call to action
• Google Mobile ads
• Facebook Mobile ads
• Yelp Mobile ads
• Mobile messaging
CallFire, Trumpia
@ducttape | #dtmTOP

27. Analytics and conversion
• Basic analytics
• Conversion funnels
• A/B testing
• Engagement tools
• Conversion tools
@ducttape | #dtmTOP

28. Conversion funnels
• Create goal
• Build funnel
• Optimize landing pages
• Integrate A/B testing
• Measure and fix
@ducttape | #dtmTOP

29. Conversion tools
• Avinash Kaushik (kaushik.net)
• fivesecondtest.com
• ClickTale
• 4Q survey tool
• UserTesting.com
@ducttape | #dtmTOP

30. Total Online Presence
Program overview
• 6 live lessons
• Complete online portal
• Resources/action plans
• Real time updates
• Live QandA
• ducttapemarketing.com/total-online-presence
@ducttape | #dtmTOP