How to NOT Get Ripped Off on Your Digital Marketing. David Mayne Vice President - Digital Strategy Performance Intermedia LLC.

Transcription

1 How to NOT Get Ripped Off on Your Digital Marketing David Mayne Vice President - Digital Strategy Performance Intermedia LLC.

2 David Mayne Vice President - Digital Strategy Performance Intermedia LLC. My Personal Skills Set Google, Yelp partner Digital Marketing Strategy Competitive Analysis Analytics & Reporting Social Media Management Digital PPC & Social Advertising Hosting Systems Website Development Search Engine Optimization (SEO) Review Marketing Customer Relationship Management - CRM Video Production Marketing Marketing Automation Graphic Design Trainer Speaker

3 Gerry Beadel

4 Speed Introductions Lessons learned by a digital insider Set your digital marketing budget How to measure Return On Investment (ROI) Hire staff or use an agency Buying digital marketing services Social media and what you should expect How to buy website development Building a digital marketing strategy Your website marketing and list building The role of landing pages Internet marketing tools Reporting & measuring success Getting traffic for your business Find me Google Search Engine Optimization or paid traffic? Pay Per Click or Social Advertising? Demographics and targeting Digital marketing myths

5 Business to Business (B2B) Or Business to Consumer (B2C)

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7 Pros vs Joes Don t fall in love with your product or service Advertising is a sprint and marketing is a marathon But every marathon starts with a sprint There are millions of Awesome Marketing Solutions Buy cheap, buy twice Stay in the mainstream because things will change ROI is still ROI

8 Spend vs. Budget Understanding your total budget A typical marketing budget is 7% - 20% of total revenues Setting your marketing budget Creating a spend strategy

9 Hard dollars and soft dollars The power of influence I can t say yes, but I can say no. The effect of social media on buying decisions Understanding validation The power of reviews ROI is still ROI

10 Agency vs. Employees Employees are expensive Burden cost of a $24K employee is $27K - $30K Burden cost of a $40K employee is $48K Employees are dedicated resources You get a limited skill set with strengths and weaknesses Understand that personal use is not business use Training is still required Management is still require Proof reading Other skills are still usually required and need to be sourced Agencies are shared resources based on strengths This creates an economy of scale to deliver more value Contracts & Terms

11 Traffic Conversion Website Communication Influence

12 The Website The purpose of a website Domain names HTML vs WordPress Why WordPress Picking a designer What it should cost How long should it take No Hostage Policy

13 It is about ownership of your website Your domain name Your Hosting Account Your Plugin or component licenses You have full administrator access the website YOU OWN EVERYTHING!

14 Where to buy 1and1.com, godaddy.com, names.com What to consider when buying Purchase price Renewal cost SEO strategy Asset considerations What to buy.com,.net,.vegas,.co,.me

15 Ask if you can use your hosting company Ask for a list of LIVE sites that they have done What theme and plugins will be used on the site Don t ask for references from the designer Pick 3-4 live sites and contact them directly Check the size of the site: Ask about SEO and Google the company Ask about the website security Ask about their experience with the designer How long did it take to complete the project Was there a maintenance program Cost and payment terms Paying your designer

16 Hosting Services Siteground.com & WP Engine Themes Mobile Responsive Page builders Security - WordFence & Ithemes Yoast SEO Integration Forms List builders

17 Getting your website found You will need a Gmail account Yoast SEO Produces & submits your site map Google Analytics Google Search Console formally webmasters tools Google My Business (other Google services may apply) Google Maps Listing confirm this is correct Google+ profile Active social media

18 5 Minutes

19 Pay Per Click (PPC) or Search Engine Marketing (SEM) Social Advertising (Facebook, Twitter, YouTube, LinkedIn ) Marketing Social media & review marketing Blogger influence Traditional advertising & postcard marketing Business networking and outreach (Sales) Search Engine Optimization (SEO)

20 SEO or a paid position (PPC) Google is good at finding me How Google works today Keywords and Content Yoast SEO Plugin - WordPress Power of a blog 300+ words Power of Video Benefits of Social media

21 Marketing Newsletters Company vs services Compliance List Building - incentives Website capture Social media capture Clients & networking best contacts Segmenting your list Other digital systems: Text, mobile apps, chat Print advertising & mail

22 Limited sending Manual list management No formatting control Limited reuse More Susceptible to filters No cohesive branding Potential SPAM complaints Blacklist your domain No tracking or reporting Lacks compliance Unsubscribe feature

23 Visually attractive is the most important Only send when you have a purpose to communicate Segment your lists A maximum of 3 subjects per Each subject max of 60 words and a More link if needed A/B Testing Change one thing at a time Reporting is vital opens, un-opens, bounce, spam reporting Always include an offer is still the best converting form of communication 3:1

24 Feature Set Price vs. Performance Deliverability Contact & list management Mobile responsive Reporting Compliance Third party integration Support Ease of use Campaign Development Segmentation A/B testing Auto-responders Attachments Event support Landing Pages Automation We have used them all and we choose Constant Contact.

25 Free is the most expensive The more you automate, the less it works social is about people Choosing social platforms Facebook, LinkedIn, Twitter, Pinterest, Yelp, YouTube Content - Nothing creates itself! It s more than posting Beware of your success How long does it take to see results - Expectations Measuring ROI of social media

26 Social media is one of the great digital influencers of our time. It is where people go to validate you It is where people check your reputation The reviews are very influential It is one of the best advertising networks That is where people are A key element for better SEO traffic, link building Strong Google search results It s effect is very hard to measure the ROI

27 Yelp, Facebook, Google, Amazon Reviews can be the most influential Ask for them in the moment Remarket your reviews Convert to a post or ad

28 Focus, focus, focus Convert for one thing at a time Sale, lead or information ( capture, survey ) Website list building tools What are Funnels These are multi-step landing pages that have an ifthen flow These are complicated to set up and time consuming to build Writing for conversion Special skill Website vs. landing pages

29 Never land advertising on a website homepage! Informational vs conversion It is a page within the website that is used for one specific purpose Sales conversions capture Events Funnels What is a Lead Magnet Discounts and coupons Reports Enter to win Offer

30 Traffic Conversion Website Communication Influence

31 Kickstarter and Indiegogo are inexpensive ways to raise money Plan for 6-12 months of pre-launch preparation I can hire a kid to do my digital marketing You can, but they still need to be trained Allocating money is the same as a budget Social media is free marketing Free is the most expensive!

32 Workshop Discount 40% Off Constant Contact Services First 3 Months Offer is Good for Dec. 19 & 20 Only!!! Debbie Harris Debbie@pimedia.me

33 Next Presentation Understanding the Mystery of Yelp! Late January 2018

34 David Mayne Digital Strategist PIMedia.me