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TRANSCRIPT
:: Digital Marketing ::
Eugene Brill Online Marketing Manager with Rio Grande Jewelry Supplies
Presentation Slides available here… http://tinyrio.com/ebrill
Inbound Online Marketing Plan
What is SEM? What is SEO? What is PPC? E-mail marketing Mobile Ratings & Reviews Social Media What the heck is a Blog? Usability & Testing Analytics
Your Goal…
To Drive Search Traffic to your Web Site…
Attracting more traffic to your website Converting new traffic into leads Converting more leads into customers Retaining those customers Measure & analyze each step for continuous improvement
What is Search Engine Marketing?
“SEM” or Search Engine Marketing is the umbrella term for all methods of increasing visibility within major search engines and consists of these main components:
1. SEO = Search Engine Optimization, also known as “organic” or
“natural” ranking 2. PPC = Pay-per-click search engine advertising, usually on an auction
model to determine ranking 3. Social Media = It’s media (content that is published) with a social
(anyone can add to it) component E-mail, Landing Pages, Article Sites, Press Releases, Video, Forums, etc
Effective online campaigns combine all methods
“Build it, and he will come”
…works in Hollywood, not on the Internet.
Web sites have to be built from search up…if you want the
Search Engines to find them.
SERP (Search Engine Results Page)
PAY-PER CLICK
LOCAL
PAY-PER-CLICK
ORGANIC
Search Engine Optimization (SEO)
Spiders or ‘Bots’ are used to sort through millions of web pages and deliver ‘relevant’ pages. Search Engines want your loyalty.
1. Meta Title Tag 2. Meta Description Tag 3. Meta Keywords Tag 4. On Page Content – MOST IMPORTANT
The Search Engines only ‘hear’ KEYWORDS
The Rio Electronic Team
4. EXTREMELY EFFECTIVE
Resources
o http://www.sempo.org/ o http://www.seomoz.org/ o http://www.bruceclay.com/ o http://www.hubspot.com/ o http://www.woorank.com/ o http://www.getelastic.com/ o http://www.wordtracker.com/ o http://www.wordstream.com/ o http://tools.seobook.com/
Pay-Per-Click (PPC)
Relevant Targeting to a self-selecting audience – only shows to searchers looking for your (or similar) products or services
• Very efficient and accountable use of marketing dollars • You “buy” keywords in a constantly fluctuating auction that
determines your position • Pay for Impressions or Clicks • Some keywords are expensive ($10+ per click), others are
cheap ($0.10) [Mesothelioma $100+] • Measure and optimize campaign performance in real-time • Google, Bing, FaceBook
E-mail Marketing
o Permission Marketing o List Maintenance o Great Analytics
E-mail Marketing
o Performance Monitoring
Resources
o http://www.constantcontact.com o http://www.aweber.com/ o http://myemma.com/ o http://www.verticalresponse.com/ o http://www.icontact.com/ o http://www.exacttarget.com/ o http://www.sendpepper.com/ o http://www.emailvision.com/ o http://www.returnpath.net/
Mobile
http://www.howtogomo.com
Mobile
1 in 2 Americans Will Have a Smartphone by Christmas 2011*
Apps Browser
1. Weather 1. Search
2. Maps 2. Social Networking
3. Social Networking 3. News
4. Search 4. Weather
5. News 5. Sports Information
*Nielsen
QR Code ‘Quick Response Code’
iPad Video App
Ratings & Reviews
Marketing Using Reviews
Extending word of mouth beyond our site
Extending word of mouth beyond your site
Print Ad
Confused by Social Media?
Conversion Prism
Social Media Explained ‘Online Cocktail Party’
Social Media uses the “wisdom of crowds” to connect information in a collaborative manner utilizing the power of User Generated Content (UGC) and Viral Marketing. It’s really that simple and that complicated.
‛Consumers’ now have the means and the desire to create Your Marketing Message; and then distribute it, share it, amplify it, remix it and shape it to their needs
Social Media and Jewelry
• Combat the ‘Blue Nile’ effect (Blue Nile dominates the search engines for jewelry terms)
• Social Media offers an affordable alternative • Brand recognition expansion (name, store, product line, services) • Establish and assert yourself as a jewelry industry expert • Showcase your products and services • Local, national and/or international exposure • Customer engagement and retention: trust → lifetime value • Event promotion (in-store events, trade shows, media appearances) • Identity optimization
Positive: encourage, capture & promote Negative: protect, detect & correct
• Recruiting Tool (schools, organizations, groups, networks)
Why we cannot ignore
850 million active users (3rd largest country in the world)
50% active users log in every day
Average user has 130 friends
Average user sends 8 friend request per month
Average user spends more than 55 minutes per day
http://www.facebook.com/diamondfans - 989,590 Fans Like This Page! (started by a jewelry store in Baltimore)
Facebook Advertising
Jewellery Colour
Google Plus
Network of more than 40 million members Pages specifically engineered for businesses on Google+
Circles YouTube Hangouts - Samuel Gordon Jewelers
G+ Business Pages
Why you cannot ignore
100+ million active users
Micro Blog Site - 140 Character Updates
Largest link referral site on the internet (tiny URL’s)
www.tinyrio.com to track traffic
RT, DM, @Replies, Hash Tags (#jewelry)
Top twits…Lady Gaga, Britney Spears, Ashton Kutcher, Barak Obama, Justin Bieber, Ellen DeGeneres, Kim Kardashian, Oprah Winfrey, Taylor Swift
Charlie Sheen – set the record for getting to 1 million followers in 24 hours
Twitter Marketing
Web Survey
Email Archive on Pinterest
http://pinterest.com/jewelrysupply/emails-2012/
LinkedIn http://www.linkedin.com/company/the-bell-group
Foursquare
Resources
o http://www.socialmediaexaminer.com o http://www.socialoomph.com/ o http://www.twellow.com/ o http://tweepi.com/ o http://www.tweetdeck.com/ o http://hootsuite.com/ o http://twitterfeed.com/ o http://www.getelastic.com/ o http://onlywire.com/
Usability and Testing
Everyone Else Bring Data!
W. Edwards Deming
Before we make changes…
User Testing
Resources
o http://www.crazyegg.com/ o http://www.clicktale.com/ o http://fivesecondtest.com/ o http://www.kissinsights.com/ o http://www.usertesting.com o http://www.spyfu.com/ o http://www.ghostery.com/ o http://www.surveymonkey.com/ o http://www.zoomerang.com
Analytics
Resources
o http://www.google.com/analytics/ o http://web.analytics.yahoo.com/ o http://www.unica.com/ o http://www.omniture.com/en/ o http://www.coremetrics.com/ o http://www.endeca.com/en/ o http://www.webtrends.com/ o http://www.hitslink.com/
Social Media Guidelines
Contact me, Friend me, Link to me, Follow me, (s)talk me…
(505) 839-3235
http://www.facebook.com/eugenebrill
http://www.linkedin.com/in/eugenebrill
@eugenebrill
gplus.to/eugenebrill
Skype: eugenebrill
http://tinyrio.com/ebrill