the 7-step plan for digital domination tying your online marketing strategy together presented at...
TRANSCRIPT
The 7-Step Plan for Digital Domination
Tying Your Online Marketing Strategy Together
Presented at Local University
http://www.flickr.com/photos/sarah_mccans
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Time vs Money
UpsideCompetitiveOpportunity
Customers Your best chanceto succeed
• Where are your customers looking for you?• What is your upside?• Where is your competitive opportunity?• Time vs. Money: where do you fall?_____________________________
= Suggested plan of attack
What Are Your Best Digital Marketing Options?
Finding Your Customers
Where are your customerslooking for you?
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Where are your customerslooking for you?
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Usually THE BEST OPPORTUNITYFOR BRICK-AND-MORTAR STORES(also includes Mobile)
Where are your customerslooking for you?
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Usually THE BEST OPPORTUNITYFOR BRICK-AND-MORTAR STORES(also includes Mobile)
…provided there are enoughcustomers searching
in your area…
Step One: Start with This SurveyStep One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
An online version of this is at…
http://getlisted.org/marketing/
…and we do all the math for you
Survey Says:Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Organic NOT a Great Option:- If you can’t update your website in-house and don’t
have the budget to outsource it
Local/Mobile NOT a Great Option:- If very few people are searching in your area- Suburban locations- If you’ve moved or changed names
Social NOT a Great Option:- If you don’t have someone to maintain your presence- If your industry is just not very social
Determining Your Upside
Step Two: Audit Your Online PresenceStep One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together Where did you answer “No” the most?
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
• Is your Website Flash- and splash-free?• Are there keywords in your Title Tags?• Is your NAP in HTML?
• How easy is it for you to change any/all of the above?
Organic Search Upside
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Organic Search Upside
Compare your link profile to your competitors:
www.opensiteexplorer.org
Are there low-hanging links you can request:- Business groups- Neighborhood organizations- Charities you’re involved in- Distributors or wholesalers
Do you have time to brainstorm and ask for all of these yourself?
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Local Search Upside
Have you claimed your Tier 1 Citations with proper category usage, photos, and website information?
Have you begun to engage your customers in the review process yet?
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Social Media Upside
Are your customers asking you to engage with them on social media?
Are you relatively social in the offline world?
Are there lots of other (non-competitive) businesses to network with online?
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Step Three: Compare Customers to Upside
Presence of of Customers
Am
ount
of
Ups
ide LOCAL
ORGANIC
SOCIAL
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Step Three: Compare Customers to Upside
Presence of of Customers
Am
ount
of
Ups
ide LOCAL
ORGANIC
SOCIAL
Identifying Your Competitive Opportunity
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Step Four: Take This Survey
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Step Five: Compare Upside to Competition
Level of Competition
Am
ount
of
Ups
ide
LOCAL
ORGANIC
SOCIAL
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Step Five: Compare Upside to Competition
Level of Competition
Am
ount
of
Ups
ide
LOCAL
ORGANIC
SOCIAL
Deciding Your Appetite for Time vs. Money
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
“How much can I realistically do on my own?”
“How much can I realistically spend if it doesn’t work?”
Step Six: Ask Yourself
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Where Do You Fall on This Scale?
No BudgetLots of Time
No TimePlenty of Budget
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Where Do You Fall on This Scale?
No BudgetLots of Time
No TimePlenty of Budget
Do It Yourself Hire a Professional
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Step Seven: Which Tactics?
An online version of this is at…http://getlisted.org/options/
Tying It Together
1) Take survey at getlisted.org/marketing
2) Complete Online Presence Audit (handout)
3) Determine your biggest upside
4) Assess Your Competition (handout)
5) Determine your biggest competitive opportunity
6) Visit getlisted.org/options for Time vs. Money
7) Decide what to do yourself vs. outsource
Tying It Together
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Tying It Together
No BudgetLots of Time
No TimePlenty of Budget
Do It Yourself Hire a Professional
most upside biggest competitive opportunity
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
Which Tactics?
No BudgetLots of Time
No TimePlenty of Budget
Do It Yourself Hire a Professional
NO-BRAINERS
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
NO-BRAINERS
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Local SearchClaim your Tier 1 Citations with proper category usage, photos, and website information
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
NO-BRAINERS
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Local SearchClaim your Tier 1 Citations with proper category usage, photos, and website information
Organic SearchInstall Google AnalyticsGet keyword ideas using Suggest and TrendsSearch site:yourdomain.com to view Title TagsMake sure you have a few incoming links
Step One
Finding your customers
Steps Two and Three
Determining Your Upside
Steps Four and Five
Identifying Your Competitive Opp.
NO-BRAINERS
Steps Six and Seven
Deciding Your Time vs. Money Appetite
Tying It Together
Local SearchClaim your Tier 1 Citations with proper category usage, photos, and website information
Organic SearchInstall Google AnalyticsGet keyword ideas using Suggest and TrendsSearch site:yourdomain.com to view Title TagsMake sure you have a few incoming links
Social MediaClaim your brand at facebook.com/usernameClaim your brand at twitter.comCollect customer email addresses
Stay Informed• LocalU.org/blog• Blumenthals.com/blog• Marybowling.com• Searchinfluence.com/blog• Niftymarketing.com/blog
• SmallBusinessSEM.com• Sixthmanmarketing.com/blog
• SearchEngineLand.com• Moz.com/blog• Getlisted.org/static/
resources
SLIDES AND SURVEYlocalu.org/dallas