Presented by Ken Jurina and Adriel Michaud of Top Draw at NAIT, March 2016.

1. Digital Marketing 101
Presentation by Ken Jurina & Adriel Michaud
@TopDrawInc

2. Presentation Overview
● Who is Top Draw
● Overview: Why Online Marketing?
● Content Management Systems
● Mobile
● Search Engine Optimization
● Local Search Optimization
● Search Engine Marketing
● Social Media
● Measurement
● Case Studies
● Q&A

3. Who is Top Draw?
Business-focused, results-driven online agency.
● Experienced: 22 years in business, 19 years in Digital Marketing
● Digital Expertise: 25 Digital Marketing Professionals
● Full Service: One stop digital marketing partner
● Local Leaders: Edmonton’s biggest brands, international best practises

4. Overview

5. Why Online Marketing
Average Time Spent Per Day, US AdultsMedia - % Share of Spend
Year to Date

6. Set Your Online Marketing Goals
● Goal: Customer Acquisition
● Goal: Reduce Costs
● Goal: Customer Satisfaction
Lead Acquisition: Measure Cost Per Acquisition (CPA)

7. Organic vs Paid (PPC) Search Results

8. Percent of Search Traffic Earned based on Search Ranking
*Source: Google Canada Keyword Planner

9. Content Management System (CMS)

10. WordPress Popularity Worldwide
• World’s most popular website platform
• 79.6 Million Sites Depend on WordPress
• 36,000+ Plugins
• Easy to edit
• Easy to maintain
• Easy to build on
Information sources: WordPress.com
The Next Web, Yoast Infographic
W3Tech, Automattic, BuiltWith Trends
Information sources: WordPress.com

11. WordPress is… Flexible
● Hospitality
Explore St. Louis, Philadelphia Neighborhoods, Alberta Hotel & Lodging Association, Oregon Coast
Visito Association, Downtown St. John’s
● Government & Institutions
Administrative Council of the United States, University of Maine
● Entertainment
MSNBC TV, Variety, Rolling Stones, Katy Perry, Anderson Cooper 360, BBC America, Perth Zoo,
Kobe Bryant, Sylvester Stallone
● Tech
TechCrunch, ZDNet, Smashing Magazine, BestBuy Mobile, True Ventures, Ladies Learning Code,
Mozilla Labs, Media Temple, Gnome, OpenID, Intellectual Ventures Lab, Center for Planning
Excellence
● Top Draw Clients
Sentinel Storage, ATB Financial, Art Gallery of Alberta, Civeo, Telsco, Coventry Homes, EEDC,
Shaw Conference Centre

12. Websites CMS Options
Build your FREE website:
● https://wordpress.org (self hosted)
● http://www.squarespace.com
● http://www.wix.com
● http://www.weebly.com
Low Cost Website Builders
● https://wordpress.com (hosted)
● https://ca.godaddy.com/websites/website-builder

13. Mobile

14. Canadians Lead Smartphone Adoption
68%
of Canadians have
smartphones
Source CBC News http://www.cbc.ca/news/business/crtc-telecom-report-1.3290603

15. Mobile Overview
Smartphone sales exceeded laptop & desktop computer sales combined in
2015.
• From 18 typical Canadian companies, we saw an average of 442%
growth in mobile users year over year.
• In 2016, Canadian companies can expect ~55%+ of their website users to
be accessing their website using mobile devices.
Source: Top Draw mobile usage study 2015

16. Websites That Work on All Devices?

17. Mobile First Approach

18. Search Engine Optimization (SEO)

19. Speaking your customer’s language
How does your customer search for what you do?

20. Actual Keyword Searches by REAL people
What is a search engine? 276 daily searches
How to build a catapult? 205
What is history? 22
Open a beer bottle 185
Box full of sharp objects 185
Bear vs shark 72
Atomic wedgie 298
Self injury tricks 27

21. Google Trends

22. Google Trends

23. Google Trends

24. Google AdWords Keyword Planner

25. Google AdWords Keyword Planner

26. Keyword Opportunities
Keyword
Search Volumes
(Monthly in Alberta)
Website Rank
Concrete Retaining Wall 30 past page 3
Retaining Wall Blocks 210 past page 3
Precast Concrete Step 70 #5
Sewage Tank 890 past page 3
Wastewater Tank 50 #5
Concrete Barrier 40 #7
Jersey Barrier 170 #6
Sample keywords that could bring qualified prospects to your website:

27. Keyword Opportunities

28. Ranking in Organic Search Results?
● Set reasonable expectations
● Do it yourself?
○ Maybe, how’s the competition?
● Extremely competitive industry?
○ Might require in-house team or agency to build/maintain
■ Insurance
■ Real Estate

29. Online Success is Possible

30. Local Search Optimization

31. Local SEO

32. Local SEO

33. Reviews

34. Negative Reviews

35. Positive Reviews

36. Google My Business Listing

37. Google My Business Listing
● Claim your location (phone call or postcard to verify)
● Add logo, background image
● Add business info: phone number, category, description, photos, videos, etc.
● Add business hours

38. Google My Business - Getting Reviews
● Create a rigorous after-sales process that generates reviews and
testimonials.
● Use marketing automation if your volume is high.

39. Business Locations on Other Platforms
● Claim your location (phone call or postcard to verify)
● Add logo, background image
● Add business info: phone number, category, description, photos, videos, etc.
● Add business hours.

40. Search Engine Marketing (SEM)

41. Search Engine Marketing (SEM)
Pay Per Click
(Text Advertisements)
Remarketing & Display
(Graphic Advertising)

42. AdWords PPC

43. Creative Solutions. Measured Results.

44. Advertising on Google AdWords Search
Pros:
● Excellent for tracking (keywords & conversion)
● Tap into existing customer demand
● Quick to deploy and reoptimize and rebudget
● Easy to test (A/B testing)
● More reliable
Cons:
● Easy to blow your budget
● Complex platform (learning curve)
● Money runs out = leads run out
● Not really any long term ROI

45. Advertising on Google Display Network
Pros:
● Low CPM (cost per thousand) impressions
● Gain awareness quickly
● Better targeting vs other awareness campaigns
● Huge reach from a single platform
Cons:
● Banner blindness
● Can show up on distasteful websites (without proper filtering)

49. Social Media

50. Social Media Marketing

51. Measurement

52. Report on metrics that matter!
Can you measure your marketing efforts?
• Which campaign worked the best?
What are metrics that really matter?
• Leads, phone calls, resumes, site visits

53. Real ROI

54. Increased Revenue Potential via Online Marketing
Website Sales Forecast Assumptions:
#1 Ranking, 33% of search engine ranking per phrase
4% Traffic from search engine converts into leads
30% Closure rate by sales team
$10,000 Per sale value

55. Increased Revenue Potential via Online Marketing
Keyword
Search
Volumes
(Monthly in
Alberta)
Leads Sales Revenue
Concrete Retaining
Wall
130 2 .6 $6,000
Retaining Wall
Blocks
210 3 1 $10,000
Precast Concrete
Step
170 2.5 .75 $7,500
Sewage Tank 890 11.5 3.5 $35,000
Wastewater Tanks 150 2 .6 $6,000
Concrete Barrier 140 2 .6 $6,000
Jersey Barrier 170 2 .6 $6,000
Total:
$76,500
Per Month

56. Case Studies

57. Capitalize on Sales and Leads: SEO
Imagine:
You own a gas station
You’d like to add a car wash for extra recurring revenue.
You don’t know anyone in construction.

59. Capitalize on Sales and Leads: SEO

60. Calls to Action: Website Lead Generation Forms

61. ~33% of clicks
58 searches/month
in Canada
~12% of clicks
~8% of clicks
~6% of clicks

62. Cormode & Dickson - Generate Leads Online
● Generates $3M to $5M in converting web leads/month
● Website optimized for over 100+ key phrases
● Web leads convert higher
● Generates 67 resumes per month
“As our digital partner for over a decade, Top Draw has helped us leverage the Internet
and our website as a new source of leads and business. In an average month we closed
five sales that we can directly attribute to our website. These sales contributed
significantly to our bottom line.”
Ben Elzen, President Cormode & Dickson

63. Sentinel Storage - Capitalize on Sales and Leads from Mobile
● Multilingual Marketing (French & English)
● Campaigns across Canada focused on local results
○ Optimized Google+ Places Pages
● Adwords + Remarketing campaign
● Schema markup on-site
● YouTube videos plus optimization
“For over 12 years, Top Draw has been developing and supporting an
online tool that is helping to grow our business. Their ongoing CRO
and SEO work continually improves our website and allows us to
confidently and successfully break into new markets.”
“We attribute 85% of all new business from search, mobile and
local traffic. Top Draw has insured Sentinel will continue to be
THE leader in the self-storage industry in Canada.”
Karen Bodoano, General Manager

64. Civeo - Unite Online and Offline Efforts
● One Stop Digital Partner - Globally
● Track Online & Offline Lead Generation
“While we had our choice of agencies worldwide we selected Top Draw due to their
proven track record of success and digital expertise with the former PTI Group. Their
services span further than digital marketing strategy and implementation as they have
become an integral part of our internal marketing department and over time have also
provided us with the necessary training to leverage the internet in a self-sustainable
manner where applicable.”
Katja Frosterus-Goulet, Marketing Manager

65. Teco Westinghouse - Use Digital Tech to Scale Rapidly
“Thank you so much for all your hard work, the site looks amazing and does what it
previously took a team of 10 to do before. I’ve never actually encountered a group of
people who grasp everything so quickly and interpreted our needs so accurately into
design and implementation. Typically I describe a shiny truck with a lot of chrome and I
get a rusty car… you guys gave me a shiny truck straight away!”
Ryan Berry, Marketing Specialist
● Website streamlines RFQ process
& generates leads

66. Thank You!
Presented By: Ken Jurina & Adriel Michaud
@TopDrawInc
Full slide deck at:
www.topdraw.com/presentations