Your Online Marketing Mix: How to Select the RIGHT Digital Marketing Tactics for Your Business

 Most common digital marketing tactics used by
small businesses
 The unique purpose of each tactic
 How different tactics can be used to enhance each
other in an online marketing “mix”
 How each tactic plays a role in your “online sales
funnel”
 Factors involved in choosing the right tactics for
your business
Download this slide deck at http://bit.ly/digitalmix2015

 Please ask questions along the way!

 Coding since 6 years old
 Creating websites since
1997
 Working in e-commerce
for 10 years
 Marketing MBA

 SEO (Search Engine
Optimization)
 PPC (Pay-Per-Click)
 Banner/Display
 SocialAds
 Content Discovery
 SEM (search engine PPC)
 Comparison Shopping Engines
 Retargeting
 Content marketing
 Blogging
 Podcasting
 Whitepapers, E-books, etc.
 Video
 Social Media
 Email Marketing
 Affiliate Marketing
 Conversion Optimization

 Get people to visit your website when they are searching for
your products/services
 Establish brand awareness by repeatedly showing up in the
results for various related searches

 Get people to visit your website
 When they are searching for your products/services (SEM) or
 Because they meet certain demographic/behavioral criteria
 Establish brand awareness by
 Repeatedly showing up in the results for various related searches or
 “Stalking” website visitors across the web with your ads

 When they are searching for information related to your
products/services
 Establish thought leadership
 Prove that you really are an expert on your topic
 Convert
 Website visitors to email subscribers or leads

 Build and nurture relationships with
 Prospects
 Brand champions
 Existing customers
 Strategic partners

 Build and nurture relationships with
 Prospects
 Existing customers
 Convert
 Subscribers to leads

 Harness the power of other company’s networks and
marketing efforts by offering them an incentive to generate
leads/sales for you

 Crucial tactic that involves figuring out what makes people
move onto the next step of the sales funnel
 Involves ongoing testing/measuring
 Do more of what works and less of what doesn’t

 PRO: Can generate a lot of “free” traffic
 PRO:Tends to produce higher quality leads than PPC
 CON:Time consuming, requires constant content
marketing & strong social media
 CON:Takes a long time to work
 CON:Technical aspects of SEO are hard to “DIY”

 PRO: Instant
 PRO: Large amount of exposure
 CON: Can be very expensive
 CON: Hard to “DIY”

 PRO: Creates invaluable thought leadership
 PRO: Helps convert site visitors into leads/subscribers
 CON: Super time consuming
 CON: Can be outsourced, but not fully (you still need to
participate) and is expensive to outsource

 PRO: Creates invaluable thought leadership
 PRO: Builds invaluable relationships
 PRO: Enhances SEO
 CON: Super time consuming
 CON: Can be outsourced, but not fully (you still need to
participate) and is expensive to outsource

 PRO: Inexpensive
 PRO: Nurtures & converts
 CON: Can be a bit time consuming
 CON: Need to be consistent

 PRO: Others do the heavy lifting
 CON: Have to give up a piece of the pie
 CON: Need to find/solicit good affiliates

 PRO: Guaranteed results
 CON:Time-consuming
 CON:Technical (hard to “DIY”)

More traffic
on Content
Marketing
More links &
social shares
Enhances
SEO, Builds
Email List &
Social
Followers
SEO, PPC,
Social,
Affiliate,
Email

Download this slide deck at http://bit.ly/MAXLINK5
SEO & Social Media
Blog Articles
Downloads
Email Mktg
Webinars
LEADS

Time Money
PPC
SEO
Social
Email Affiliate
Content
Conversion
Optimization

Long Sales
Cycle
Short Sales
Cycle
PPC
SEO
Social
Email Affiliate
Content
Conversion
Optimization

 Common tactics & purpose
 SEO & PPC
▪ SiteVisitors
▪ BrandAwareness
 Content Marketing
▪ SiteVisitors
▪ Thought Leadership
▪ Convert site visitors to subscribers/leads
 Social Media
▪ Thought leadership
▪ Build & nurture relationships
 Email Marketing
▪ Thought leadership
▪ Build & nurture relationships
▪ Convert subscribers to leads/sales
 Affiliate Marketing
▪ Harness power of others
 Conversion Optimization
▪ Test & do more of what works
 How tactics interact
 Tactics that bring more traffic cause
enhanced SEO & email list growth
 Then that brings more traffic…
 Rinse, repeat
 Factors to Consider
▪ Time vs. Money
▪ Short vs. Long Sales Cycle

Download this slide deck at
http://bit.ly/digitalmix2015
Learn From
Pam!
Sign up to be notified of new
educational opportunities
From Pam Ann Marketing!
http://bit.ly/PamNews

Your Online Marketing Mix: How to Select the RIGHT Digital Marketing Tactics for Your Business

Recommended

Recommended

More Related Content

Recently uploaded

Recently uploaded (20)

Featured

Featured (20)