phoenix chamber of commerce - digital marketing for local businesses

REACH, ENGAGE, AND CONVERT

Online Marketing

• Consumers online behaviors

• Digital Audit

• Website analysis

• Search Performance

• Social Presence

• Audience Targeting Online

• Display

• Email

• Search

• Social

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Agenda

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ROI Model designed by Brian Critchfield, Author “Marketing From the Navel”

• Purpose of Site – Call to Action

• Unique Value Proposition

• Title Tag

• Back Links

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Web Site Review

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Free Web Analysis Tools

• Volume of Google Searches

• Top Keyword Phrases used to search for your product, service, or brand

• Your sites’ rank

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Search Performance

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Google Keyword Tool

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Google Customized (Personalized) Search

• Search Google – Turn off Personalized Search

– Top 10 keyword phrases

– Note your organic rank and maps appearance

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Search Engine Results

• Start with the big 3 – Google Places Reviews

– Facebook

– Twitter

• Location Based Social Sites – Foursquare

– Get Glue

• Up and Comers . . . . .. – Pinterest

– WeRewards 12

Social Media Presence

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Google Places Page

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Facebook

Page

Conversation is happening! Let’s get involved!

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Search.twitter.com

• Consumers online behaviors

• Digital Audit

• Website analysis

• Search Performance

• Social Presence

• Audience Targeting Online

• Display

• Email

• Search

• Social

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Agenda

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Audience Targeting

Your Consumer

• Banner Ads

– CPM based purchasing

– Inventory available is based on page views

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Display Advertising

Display Advertising

Au

die

nce

Bas

e

$$$$

$

ROS / Remnant

Content

Geo / Demo

BT

Behavioral Targeting

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Email Marketing

Grow database of consumers

Continue conversation (engage)

Offers - coupons

Special Invitations to Events

Things to Do

Insider Information

Advocacy programs

Call to Action!

Search

Paid

Local

Organic

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Social Media

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41.5% say they’d

recommend a business that

they heard about from

friends on Facebook

36% recommend brands

they learned about on

Blogs

eMarketer 11/2011

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The Watershed Moment!

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“Every So Often, Something Comes Along that Changes the Rule Book” Jim Licinski, Google

Jim Licinski, VP U.S. Sales and Services, Google “Winning the

Zero Moment of Truth”

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Jim Licinski, VP U.S. Sales and Services, Google “Winning the

Zero Moment of Truth”

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Step #1 Fill the Theater

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Facebook Targeted Ads

• Location

• Language

• Education

• Work

• Age

• Gender

• Birthday

• Relationship Status

• Likes & Interests such as “BMW Meet up", “road track racing", or “corvette club”

• Connections (Friends)

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Step #2 Start the Show

Engage

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Convert

• Everything is going mobile! – Mobile optimized site

– Search

– Social

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Mobile

• Goals – Direct Response

– Research

– Talk with friends

• Analytics – Planning measurement around those goals

• Optimize – Adjust investment

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Measure, Monitor and Adjust

• Audit your companies site, search performance and social presence

• Identify target audiences

• Set measureable goals

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Next Steps