#DD2013

• Radio • TV• Newspaper /

Magazine• Direct Mail

• Outdoor• Tradeshows• Sales booklet• Sales Outreach

• Radio • TV• Newspaper / Magazine• Direct Mail• Outdoor• Tradeshows• Sales Brochures• Sales Outreach• CRMs• ERPs• CMS• E-Commerce• YouTube

• Facebook• Twitter• Instagram• Pinterest • LinkedIn• Mobile websites• Mobile apps• Your Website• Other Websites• Google (search engines)• News websites• Mobile• Tablet

FRAGMENTATION

Demand (high) vs.

Supply (low)

PROGRESS

SET A GOAL

Table of Contents• The Power of Web• Improving website success• Content marketing• Search engine optimization (SEO)• Search engine marketing (SEM)

• Canadian privacy laws• Email marketing• AODA• Website Development tips (8)• Social media (fast tips)

THE POWER of WEB

Retail = +3X

Non-Retail = +10X

Year-over-year growth in overall web

traffic averages around 73%.

Year-over-year growth in mobile web

traffic averages around 134%.

Number of leads

Close rate

Average sale

Number of leads - 16

Close rate - 25%

Average sale - $10,000

$480,000 per year in revenue

INCREASE WEB QUALITY (web changes)

INCREASE WEB QUANTITY (web traffic)

A) WEB MODIFICATIONS(quality)

Speed

Brand Promises

Offers

Credibility

Contact Us

Unique Value Propositions

Storytelling

B) GO AFTER THE NON-BUYERS

E-GUIDES

WEBINARS

RESULTS

Scholar’s Choice 500+ registrations per webinar

Fertility Ontario• Old website – 1.2%• New website without content marketing – 2.1%

(75%+)• New website w/ content marketing – 8.4% lead

conversion (300%+)

• 600% overall increase in leads

SEARCH ENGINEOPTIMIZATION (SEO)

Why Organic Search?

Traffic Volume

• 70% of clicks are on organic listings

• 30% of clicks are on paid listings

Trust• Non-paid

• Strong algorithm yielding relevant results

• On the flip side, you get relevant, (Google-qualified) potential customers

Purchase Cycle

STEP 1 – KEYWORD RESEARCH

Finding the right keywords to optimize your site for.

Two main factors:1. Relevance

2. Search volume

Free Tool: Google AdWords Keyword Planner (write this down)

• Provides search volume data for specified keywords in specified geo-locations

STEP 2 – ON-PAGE SEO

Main elements include:• Titles

• URL structure

• H1/H2/H3 headings

• Textual content

URL Structure

H1/H2/H3 heading

Textual content

Title

Pitfalls to avoid:• Keyword stuffing

• Hidden text

• Thin/duplicate content (Panda, 2011)

Google local• About half (48%) of the

non-marcomm attendees don’t have their G+ page set up.

• Create G+ local page

• Optimize page (complete page, text, images, reviews, verify listing)

STEP 3 – OFF-PAGE SEO (Link Building)

60% - 80% of search ranking comes from links pointed to your website

Two main factors:Quantity• # of raw links to your site• # of unique referring

domains

Quality• High authority sites• Relevant sites/pages

6 Action items: 1. Reach out to business partners and directories for a link

2. Develop good content (link bait)• Canada's

Most Vulgar Cities: Ontario Tops List (INFOGRAPHIC)

4. Guest blog5. News write-ups on your company (politely ask the editor/journalist)

3. Enable and encourage social sharing• Free Tools: ShareThis, AddThis

6 Action items:

6. Competitive analysis• Tool Tip: Use Moz.com (formerly

SEOmoz.org)

6 Action items:

The Pitfalls• Unnatural link profile• Spammy links (Penguin, 2012) • Over-optimized anchor text• Link velocity

Summary• Develop good quality content

• Tougher penalties, choose SEO vendor that prescribes to best practices long-term

Paid Media (Search & Display)

Why Paid Search?

30% of clicks are on paid listings

Greater control• Control costs with maximum cost-per-click (CPC)• Better visibility (placement + extensions)• Instantly turn on/off• Messaging aligns with query• Target locations, devices, time of day / day of

week

Purchase Cycle• Evaluation,

Purchase/Conversion

Google Display Network

Why Google Display Network (GDN)?• GDN reaches over 83% of unique

Internet users around the world

• 4% of online time is spent on search

Targeting options• Locations• Keyword contextual• Topics (of sites)• Interest (of users)• Managed placements (targeting specific

sites on GDN)• Remarketing (think: purchase cycle!)

Control costs• Auction based, set max CPC or CPM

bids• $1 - $3 CPM• No minimums

Rich media options• Text• Static images• Animated images• Video

FACEBOOK ADS

Why Facebook Ads?• Market penetration (50%+ across all

ages/genders)• Where consumers spend time• Unique targeting options

• Affordable• CPMs range from $0.15 to $3.00• CPCs range from $0.50 to $1.00

LINKEDIN ADS

Why LinkedIn Ads?• Corporate-centric• Where professionals spend time• Unique targeting options

Last tip: Conversion Tracking

PRIVACY LAWSPrivacy Law section supported

by and courtesy of Harrison Pensa LLP

This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.

We currently fall under PIPEDA

This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.

• Attain consent for email marketing• Use information for purposes in

which it was collected• Add a Privacy Policy to your website• Promotion-type emails (vs. service-

type) are technically to have an unsubscribe

• Control opt-out better with a Manage Subscription page

Some privacy tips and things to know (current):

This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.

• Likely coming into effect in 2014• CRTC requiring proactive opt-in• 2 year implied rule on customers• May or may not grandfather (up on the air)• Opens the door for civil or class action

ligitation

Upcoming privacy law – Canadian Anti-Spam Law (CASL)

This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.

EMAIL MARKETING

TOP QUICK TIPS

• Final Reminder• An Invite to Connect• Tomorrow's Social Event

Don’t use more than 4 words in your subject line. Examples could be:

• Can lead to lower open rate• Can get caught in more junk

folders

Avoid characters like exclamation marks and CAPITALS LIKE THIS…!!!

Don’t forget your Call to Actions

Get rid of your PDFs. Go with third-party mail tools (i.e., MailChimp)

Personalize when possible • Recipient name• Sender name

• (MailChimp does this)

Keep your email list current

Brand & Beautify (if resources permit)

Monitor your unsubscribes (most brands don’t send enough emails)

AODA• Affects Ontario-based, private sector, 50+ employee

companies • Enforced as of Jan. 1, 2014• Affects all web content (and websites) published since Jan.

1 2012 • Websites must comply with WCAG 2.0 level A

• Background and font colour not contrasting• Missing alt tags• Poor navigation (i.e. using tab button)• Language must be programmatically determined• Missing labels and form instructions

EXAMPLES OF COMMON ERRORS

YOUR WEBISTE IS LIKELY NOT IN COMPLIANCE

Complimentary AODA website audit – andrew@tbkCreative.com

DEVELOPING YOUR WEBSITE. 8 TIPS FOR SUCCESS.

29% OF WEB PROJECTS FAIL

57% OF WEB PROJECTS CHALLENGING

. . .

• Open source CMS (recommended)• Assess vendor expertise• Themed template or custom? • Define the browsers and devices (sample

list http://tbkcreative.com/support/browser-device-policy/)

• Remember a warranty period• Budget an extra 10%• Increase discovery stage

www.tbkCreative.com/support/browser-device-policy

SOCIAL MEDIA• Use Facebook Insights • Simpler Facebook Contests • Use LinkedIn more• Image with a link based FB post• Promote to Friends (for better or worse)• Get unborified

Use Facebook Insights

Demographics

Time of Day

Engagement

Simpler Facebook Contests

Use LinkedIn more

Image with a link based FB Post

Promote to Friends

GET UNBORIFIED