sonitrol digital marketing
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Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Sonitrol Digital Marketing
April 5, 2013
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
How can we cut through the noise,and make our digital marketing more profitable.
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
3 Things I Can’t Stand
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Who Is This Guy?• University of Colorado – Marketing &
Entrepreneurship
• Marketing for two successful web startups
• Self-taught designer/developer – 9 years
• Founded Odd Dog Media in 2008
• Local Business Clients to Large Enterprise
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Web Marketing Ecosystem
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Selling more stuff to more peoplefor more money.
Web Marketing Ecosystem
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
If it’s not ultimately driving revenue, it’s a waste of time.
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
All roads lead to…
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
It has GOT to CONVERT
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Clear Calls to ActionAlways have a phone # available
Less is MoreA/B Testing
Mobile Compatible
When in doubt…measure!
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
But did it “market” to me?
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
What does it do?
Is this product/service for me?
Why is it better than the other one?
How much will it cost me?
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Focus on one sentence that describes what you do differently, your competitive advantage.
Place Industries above Features.
Add your phone # to the top.
Add customer logos & a testimonial.
Add a bold statistic. (in lead sentence?)
Add a pricing page (really a free quote) - menu
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Find ways to get their info.
5 new leads a day = 1,825/year5% close = 91 new customers
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Search EngineEmail
Social MediaNews/PR/Other Sites
Advertisement
How people get to your site.
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Looking for an area of opportunity
Make sure it has “purchase intent”
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 9810378% of Internet users conduct product research online.
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
“1 in 3 searches are Local”
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
1.8MSearches/month
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
720 Searches/month
In Seattle
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Local SEO Factors
Sonitrol Pacific Protective Systems
Standard Website 39/100 25/100
Location (in text) No No
Schema Google+, No Local Biz No
Local Keywords No Yes
Google Reviews 0 in Seattle 3
Social Stature ~500 followers ~100 followers
Internet Citations 185 208
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Benefits of Local SEO
Highly TargetedLow Competition
Simple to OptimizeTargets Mobile Devices
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
So what about the other trafficdrivers?
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Email is the lowest common denominator in online communication
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Rules of Email
1. Only email when it’s relevant / interesting2. Keep it short3. Always offer something that makes it worth their time4. Measure!
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Does Social Media have a role?
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
1.06 billions monthly active users on Facebook
250 million photos uploaded to Facebook
everyday175 million tweets sent
from Twitter every day in 2012
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
7 business drivers of social media marketing• Enhance Branding and Awareness• Protection your reputation• Enhance public relations• Build community• Enhance customer service• Facilitate research and development• Drive sales and leads
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Most Importantly
1. Helps enhance your SEO2. Gives you a targeted audience to tell about new content (blogs)3. Establishes you as an “Authority” on your subject4. Allows you to connect closer to customers. Business is just people.5. Less is more.
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
To Recap
1. Don’t forget conventional marketing.2. All roads lead to your website.3. Be sure your website markets & converts.4. People on search engines have purchase intent.5. Local SEO is a huge area of opportunity.6. Don’t forget about email.7. Social Media does have a role, but know its place.
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Questions
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Contact Me
adam@odddogmedia.com
@abroetje
Deck at: odddogmedia.com/sonitrol
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Old Spice Results
• The number one most viewed sponsored channel on YouTube• 236 million YouTube Views• 80,000 Twitter followers in 2 days• Facebook Interaction increased 800% with the personalized videos (Fans
now total over 1.5 million)• Sales figures increased by 107 %
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Dollar Shave Club
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
$9.8 Million in VC funding
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Why were these campaigns successful?
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Clear goals.
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
One last thing…
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Build your social media presence
• Buy YourName.com• Learn how to build a basic website using something like Wordpress – blogs
are great, but just an online resume will do.• Claim your name on all social networks – knowem.com• Know your privacy settings (especially on Facebook)• Google yourself• Create a professional online persona
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Christchurch, NZ, February 22, 2011
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
#mcdstories
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Woody Harrelson’s AMA
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
I swear this is a true story. I went to a high school in LA and you crashed our prom after party (Universal Hilton). You ended up taking the virginity of a girl named
Roseanna. You didn’t call her afterwards. She cried a lot. Do you remember any of this and can confirm or have you been so knee deep in hollywood pooty for so long that
this qualifies as a mere blip?
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
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