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Introduction to Digital Marketing Concepts: SEO & Facebook

Introduction to Digital Marketing Concepts: SEO & Facebook. Presented by brent ulbert, owner/operator professional discount supply Colorado springs, co www.radonpds.com. 2018 International Radon Symposium™. Course Outline. My Background Setting goals and expectations

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Introduction to Digital Marketing Concepts: SEO & Facebook

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  1. Introduction to Digital Marketing Concepts:SEO & Facebook Presented by brent ulbert, owner/operator professional discount supply Colorado springs, co www.radonpds.com 2018 International Radon Symposium™

  2. Course Outline • My Background • Setting goals and expectations • Low cost/free marketing first steps • Consumer behavior • Marketing mix: targeted/broad; branding/directory • SEO & Pay Per Click • Facebook 2018 International Radon Symposium™

  3. Brent’s Background • Bachelor of Sciences in Consumer Affairs, certificate in Business. • Graduated with honors from University of Wisconsin—Madison 2009 • ~7 years in marketing with a focus on small business • Yellow pages  21st century • Hundreds of small businesses, mostly home contractors • ~2 years with major QSR brands on loyalty/mobile marketing • Sonic, Subway, Baskin Robbins, & more 2018 International Radon Symposium™

  4. Consumer Behavior/Trends • Data drives decisions more than ever before • Consumer Intelligence is UP: research and REVIEWS • Splintered marketing channels mean flexibility • TARGETED advertising • Speak only to your best prospective customers • TRACKABLE conversions (RCF #s) • Near perfect return on investment (ROI) calculations • No more guesswork • CONTROLLED budgets • $20  $20,000 and everything in between 2018 International Radon Symposium™

  5. STOP! Have you tried these Slam Dunks first??! • Professional Logo • Budget option: www.99designs.com (starting $299) • Quick, cheap • But….You get what you pay for • “High-end” professional designer ($600-$1,500) • Saturated industry, easy to talk down on price. Make sure you see a portfolio first! • Vehicle Wrap • Highest ROI for contractors, hands-down. • Phone number on tailgate/rear or it’s money down the drain • Magnet is a cheaper budget option 2018 International Radon Symposium™

  6. More Slam Dunks • Signage • Does your office/building have good vehicle/pedestrian traffic and visibility? • Little-to-no recurring costs to signage, long-life: RESULTS • WEBSITE • Mobile-optimized (different than a “mobile site”) • Intuitive, user-friendly • INFORMATIVE (remember: consumers like to research) • Contact/Phone # on EVERY PAGE • Local design firms typically best bet, worth the money. Keep on retainer. ALWAYS SEE A PORTFOLIO and call an old client for feedback • ~$500-$4,000 typically, depends on quality and customization 2018 International Radon Symposium™

  7. Marketing Categories Brand Building “Creative” ‘Typical’ Advertising (think Mad Men) Awareness Far-reaching Lower ROI Harder to track Reserved for larger companies ‘Directory’ Marketing “Direct” Targeting Buyers Often Data Driven Trackable Conversions (RCF#s) Higher ROI 2018 International Radon Symposium™

  8. Channels Available • DIRECT • Yellow Pages • “Google” aka Search Engine Optimization (SEO) • Pay per click • Directory Sites (Home Advisor, Angies list, Craigslist, etc.) • BRANDING • Magazine • Television • Newspaper • Radio • Outdoor: billboard, bus bench, etc. • Retargeting • Social Media (Facebook) -hybrid • Home Shows • Community Sponsorships 2018 International Radon Symposium™

  9. Search Engine Optimization*** • DIRECT • THE GOOGLE (and Bing, Yahoo!, etc…. But who are we kidding?) • Pros: HUGE reach; HIGH ROI; targeting BUYERS • Cons: • HIGHLY COMPETITVE (month to month, week to week, day to day) • HIGH variation in partner efficacy, price, and deliverables • Long term plan/investment needed • Expect a competent company to charge upwards of $300/mo (typically in the $500-1,200 range) RCF 2018 International Radon Symposium™

  10. Pay-per-click • DIRECT • Skip the line! • Pros: • quick results • high targeting • lower “cost” typically 10% broker management fee • Cons: • lower ROI • Market pricing fluctuates daily (budget drain); gotta spend! • phantom clicks or worse competitor clicks RCF 2018 International Radon Symposium™

  11. Social Media • BRANDING • THE FACEBOOK • Hybrid medium • Pros • Trackable conversions • Highly targetable • Target by consumer behavior, interests, education, location, demographic, etc. • Cons • Creepy • Ineffective if calibrated improperly • Need to spend $ to make money! Cpn RCF 2018 International Radon Symposium™

  12. Final Thoughts: “3 Ts” • THINK: • have a plan & budget • TARGET: • pick your ideal customer, then choose channel(s) accordingly • TRACK: • know your margins, calculate your ROI Cpn RCF 2018 International Radon Symposium™

  13. In case of emergency… • CALL BRENT • 719-444-0646 • brent@radonpds.com …a rising tide lifts all ships 2018 International Radon Symposium™

  14. BONUS SLIDEReferrals: best practices • Reward word-of-mouth • Gift cards for referrals • Lottery drawings for email subscribers • $$$ off for yard signage (for a few weeks or a month after install) • ASK FOR GOOGLEREVIEWS • Positively effects your SEO (as do YouTube videos) • Sticker systems and perform annual courtesy calls! • Don’t discount professional networking • Befriend realtors, home inspectors, and other small business owners in your community. Be seen amongst the chamber crowd. 2018 International Radon Symposium™

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