rexton - digital marketing presentation - 1.27.2014


What Are We Doing Here?

● My goal is to train in the foundational information for:

● Business websites

● Search Engine Marketing, or SEM, for both paid and “organic” methods

● Local internet marketing

● Social media

● Your goals?

● Got questions? Just ask!


Internet Marketing in Three Easy Steps

1.Get Online● Website

● Build an e-mail database to send out e-mail newsletters/promotions

2.Get Found● Online advertising

● Monitor performance

● Register with internet yellow pages/directories (demo today)

3.Get Heard● Facebook, Twitter, blog

● Share/syndicate your content


Get Online – Websites

● Your website is your digital storefront – treat it the same way

● Making the right investment up front goes a LOT further in the long run

● What’s the goal of your website?

● General conversion funnel for websites offering products/services:

2012: $1 = $7 2013: $1 = $5


Get Online – Websites Cont’d

● Design Dos

● Easy on the eyes (color palette, use of real estate/white space)

● Intuitive navigational elements (upper nav, side nav, footer nav)

● Smart use of images/videos

● Use fonts correctly

● Responsive design/mobile optimized



● Responsive Design


Get Online – Websites

● Design Don’ts

● Harsh on the eyes (colors, overuse of space)

● Gratuitous use of images/videos

● Use Flash intros (long load times, bad for iPads and iPhones)

● Force people to download a new, “more modern” browser

● Expect the best website immediately – cultivation is key



● What to strive for

● http://www.manhattanavenuehearingaids.com/



● What TO NEVER do. Ever.

● http://www.angelfire.com/super/badwebs/



● Your website should speak to your target audience

● Keep website/page content/copy on point

● Content Dos

● Use of headings and subheadings for the skimmers

● 1-2 topics per page; page length of 400-600 words

● Use of internal links (hyperlinks, not URLs)

● Inclusion of geographic references (more on this in a bit)

● CALLS TO ACTION



● Content Don’ts

● Overuse of content

● Important content goes “above the fold” (see below)

● Impossible to navigate navigation

● 100% Flash content



● Good use of content with calls to action:

● http://www.redhataudiology.com/



● Poor use of content

● http://www.bolenreport.com/ - overuse of content

● http://www.dsrny.com/ - completely flash


Get Online – Website Questions?


Get Online – E-mails

● Use e-mail as a form of direct marketing

● Get e-mails a variety of ways

● Ask patients for e-mail addresses

● Use an opt-in list/e-mail capture form

● Set up a newsletter to send to your e-mail list

● Services can help with e-mail list management, SPAM compliance, and reporting

● HubSpot has fantastic digital marketing information

● Constant Contact is a great e-mail platform


Get Online – E-mails

● Use e-mails to complement your traditional marketing methods.


Get Online – Blogs

● Blogs have a variety of benefits

● The author(s) become “subject matter experts”

● The creation of an interested audience

● Syndication of blog posts help spread the word


Get Online – E-Mail & Blog Questions?


Get Found – Search Engine 101

● What is a search engine?

● A program that retrieves datafrom a database or network (such as the internet)

● So…why should I care?

● If your website is easier to findin the various search engines, your business will have a betterchance of gaining new customers!

● On Google alone – over 12 billion searches a month! (as of 10/16/2013)


Get Found – Search Engine 101 Cont’d

● Google, and Bing/Yahoo are the only ones that matter.

● As of December 2013:

● Google owns ~67.5% of all searches

● Bing/Yahoo own ~29.5% of all searches

● The dozens of other search engines own the remaining ~3%!


Get Found – Search Engine Results Page (SERPs)


Get Found – SERPs Cont’d


Get Found – Search Engine Marketing

● To be found by searchers in the search engines, there are two unique methods of Search Engine Marketing, or SEM you can employ:

● Search engine optimization (SEO)

● Pay-per click advertising (PPC)


Get Found – Search Engine Optimization (SEO)

● So…what IS search engine optimization?


Get Found – SEO Cont’d

● Put as simply as possible, SEO is about CONTENT



● However, too much or disorganized content can ruin a user’s experience!



● Broken up into two types of content

● On-site content

● Off-site content



● On-site best practices FOR SEO include:

● Strong and topical META data (more next slide)

● Headings & subheadings that are topical & easy to read

● Body content that embellish the headings/subheadings

● Use of bulleted lists

● Well placed images, videos, or other dynamic content

● Well placed calls-to-action

● SMART internal & external linking



● META data is used by the search engines to classify webpages/websites.

● Users can see META data when they do search:



● On-site content best practices FOR USABILITY include:

● Well organized content “silos”

● Easy to use navigation, both upper and side

● Headings & subheadings that are topical & easy to read

● Body content that expand on the headings/subheadings

● Well placed images, videos, or other dynamic content



● Some examples on page 1 of Google for “where can I get hearing aids in NYC?” that have content strong in SEO and a design strong in usability:

● http://www.newyorkhearingdoctors.com/



● Resources:

● Moz (my favorite SEO resource): http://moz.com/

● Moz’s Beginner’s Guide: http://moz.com/beginners-guide-to-seo

● Search Engine Land: http://searchengineland.com/

● Wikipedia: http://en.wikipedia.org/wiki/Search_engine_optimization


Get Found – SEO Questions?


Get Found – PPC Advertising


Get Found – PPC Advertising Cont’d

● Why PPC advertising?

● Prominent placements in search results pages literally overnight

● PPC advertising is essentially a “pay to play” world.

● You set your own parameters

● Parameters based on monthly & daily budgets, ads, and keywords/negative keywords, etc.

● The goal is to have the lowest cost-per-click (CPC) possible, while having a very high click-through-rate (CTR).



● Google Keyword Planner

● Helps you set up everything from specific keywords to campaign ideas



● Resources

● Google AdWords: http://www.google.com/adwords

● Google Keyword Planner: https://adwords.google.com/ko/KeywordPlanner/Home

● Bing Ads: http://www.bing.com/ads

● Wordstream Info: http://www.wordstream.com/learn/ppc101

● Search Engine Watch Info: http://searchenginewatch.com/article/2168431/A-Beginners-Guide-to-Paid-Search

● Wikipedia: http://en.wikipedia.org/wiki/Pay_per_click


● Why track performance?● Ability to understand what works and what

doesn’t work

● What should I track?● Page views, visits/unique visitors● Average time on site

● Tracking programs:● Google Analytics – free!

http://www.google.com/analytics● Adobe SiteCatalyst (Omniture)

http://www.adobe.com/solutions/digital-marketing.html

Get Found – Analyzing Performance


Get Found – Analyzing Performance Cont’d


Get Found – Analytics & PPC Questions?


Get Found – Local Business Directories


Get Found – Local Business Directories Cont’d



● Why local business directories?

● 43% of all Google search queries have local intent

● Nearly 60% of all Google searches done on a mobile device have local intent

● 88% of consumers who search for a local business on a mobile call or go there within 24 hours

● 70% of mobile searchers call a business directly from the search results

● And most importantly – control of your business’ marketing message!


Public info from Yelp, CitySearch, etc.

Limited personalization, e.g. no picture

Large map as header

Cannot respond/comment as your business




Custom content

Personalization w/large cover photo

Links to website, directions, social media, etc.

Respond as your business



● Getting a listing like the previous slide is a two step process

● Google Places

● Google+ Business



● How Google Places Works:

● Create a Google Places account: http://www.google.com/places

● Search for your listing, and claim the listing with the most accurate information.

● If no listing, you can create your own

● Edit all the information, add photos, and then verify.



● How Google+ Business Works:

● Create a Google Plus account: http://www.google.com/plus

● Once a personal account is created, create a new page for a local business.

● Fill out the information, and then you’re given the option to link Google Plus Business page to Google Place page.

● Confirm this via snail-mail verification.



● The Big Three

● YEXT: http://www.yext.com/ ($500 annually)

● ExpressUpdateUSA: http://www.expressupdate.com/search ($30/month OR $315 annually)

● Localeze: http://www.neustarlocaleze.biz/directory/index.aspx ($300 annually)



● Other local directories/internet yellow pages & resources

● Online business checker: https://getlisted.org/

● Google Places: http://www.google.com/places

● Google Plus: http://www.google.com/plus

● Yahoo: http://smallbusiness.yahoo.com/local-listings/

● Bing: https://www.bingplaces.com/

● Yelp: http://www.yelp.com


Get Found – Local Business Directories Questions?


Get Heard – Social Media

Professional networking and communities

Connect to brands & customers. Share media, photos, and news

Share content (up to 140 chars.) to the largest audience in the least amount of time

Create picture posts. People follow photographs, products, events, and leisure topics

Virtual pin board for visual content. Photos and content have high virality

Informal video conferencing & webinars. Excellent to connect to blogs


Get Heard – Social Media Cont’d

● Facebook is the king of social media:

● #1 – Facebook is the top social network with 1.2 billion global users

● 59% of all North American internet users are on Facebook

● 62% of all Facebook users are active at least monthly, if not more active

● 100% growth for US Facebook users in the 55-64 age demo in 2013


Get Heard – Social Media (Facebook)

● Choose a page type

● Choose carefully - this is permanent!


Get Heard – Social Media (Facebook) Cont’d

● Assign managers and administrators

● Manager

● Moderator

● Insight Analyst

● Advertiser

● Content Creator



● Complete the basic profile information

● Cover photo

● Profile photo

● Company information

● Address, website, etc.



● Choose settings wisely

● Don’t allow others to post

● Add message button

● Allow tagging

● Restrict geography (if needed)

● Adding content

● Link to your website

● Syndicate your blog

● Share others’ posts

● Photos (Instagram, pinterest, etc.)

● Videos (YouTube)

● Twitter (automatic option in Twitter)



● Facebook Insights (performance metrics)

● An initial version seen after 30 Likes

● Full version seen after 100 Likes



● Facebook Advertising

● Promote the page or individual posts

● STRONG control of demographics

● As little as $5 a day



● Facebook Events

● Create an event as your business page to spread the word for free!

● Integrate this with any other marketing channels. Have a traditional mailer? Put your Facebook Event link on the mailer!



● Sharing Facebook Events

● As a business, no invitations allow. Rather, sharing is used.



● Need fast content?

● You can share others’ content!


The End!

● What did you guys think of this presentation?

● Stephen Lella

● 732-529-3698

● [email protected]

● [email protected]


Questions from the Sessions

● Some information on the psychology of web colors/web design:● http://vandelaydesign.com/blog/design/the-psychology-of-color-in-web-design/● https://www.helpscout.net/blog/psychology-of-color/

● How to test your website across different browsers:● http://browsershots.org/

● Make sure you choose older versions of Internet Explorer, Firefox, Chrome, and Safari – these are the four most widely used web browsers

● What’s the phone call I get about my Google local listing?● http://erplife.com/2013/05/06/your-google-places-listing-is-not-compliant-

telemarketing-spam/● Turns out this is nothing more than telemarketing nonsense. This is a shady

agency trying to “drum up business.” Ignore!