how to not get “ripped off” on your digital marketing€¦ · • buying digital marketing...
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How to NOT Get “Ripped Off” on Your Digital Marketing
David Mayne
Vice President - Digital Strategy
Performance Intermedia LLC.
David MayneVice President - Digital StrategyPerformance 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 • Email Marketing • Marketing Automation• Graphic Design• Trainer• Speaker
Gerry Beadel
• 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
– Email 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
Business to Business (B2B)
Or
Business to Consumer (B2C)
• 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
• 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
• 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
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
Website
Traffic
Communication
Influence
Conversion
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
• 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!
• 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…
• 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: https://www.xml-sitemaps.com/– 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
• Hosting Services – Siteground.com & WP Engine
• Themes – Mobile Responsive
• Page builders
• Security - WordFence & Ithemes
• Yoast SEO
• Email Integration
• Forms
• List builders
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
5 Minutes
• Pay Per Click (PPC) or Search Engine Marketing (SEM)
• Social Advertising (Facebook, Twitter, YouTube, LinkedIn…)
• Email Marketing• Social media & review marketing• Blogger influence• Traditional advertising & postcard marketing• Business networking and outreach (Sales)• Search Engine Optimization (SEO)
• 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
Email Marketing • Newsletters• Company email vs email services• Email Compliance• List Building - incentives
– Website – email capture– Social media – email capture– Clients & networking – best contacts– Segmenting your list
Other digital systems: Text, mobile apps, chat…• Print advertising & mail
– 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 email compliance• Unsubscribe feature
• Visually attractive is the most important• Only send when you have a purpose to communicate• Segment your lists• A maximum of 3 subjects per email• 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
Email is still the best converting form of communication 3:1
• Price vs. Performance
• Deliverability
• Contact & list management
• Mobile responsive
• Reporting
• Compliance
• Third party integration
• Support
Feature Set
• 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.
• “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
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
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
• Focus, focus, focus• Convert for one thing at a time
– Sale, lead or information (email capture, survey…)• Website list building tools• What are Funnels
– These are multi-step landing pages that have an if-then flow
– These are complicated to set up and time consuming to build
• Writing for conversion – Special skill• Website vs. landing pages
• 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– Email capture– Events – “Funnels”
• What is a “Lead Magnet”– Discounts and coupons– Reports– Enter to win– Offer
Website
Traffic
Communication
Influence
Conversion
• 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!
Workshop Discount 40% Off
Constant Contact Services
First 3 Months
Offer is Good for
Dec. 19 & 20 Only!!!
Debbie Harris – 702-465-4082
Next Presentation
Understanding the
Mystery of Yelp!
Late January 2018
