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Tying Your Online Marketing Strategy Together. The 7-Step Plan to Digital Domination. http://www.flickr.com/photos/sarah_mccans. You want THIS -->. What Are Your Best Digital Marketing Options ?. Where are your customers looking for you? What is your upside ?

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tying your online marketing strategy together
Tying Your Online Marketing Strategy Together

The 7-Step Plan to Digital Domination

what are your best digital marketing options
What Are Your BestDigital Marketing Options?
  • 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 options
What Are Your Best Options?
  • 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

where are your customers looking for you
Where are your customers looking for you?

Usually BEST OPPORTUNITYFOR BRICK-AND-MORTAR

STORES

(also includes Mobile)

where are your customers looking for you1
Where are your customers looking for you?

Usually BEST OPPORTUNITYFOR BRICK-AND-MORTAR

STORES(also includes Mobile)

…provided there are

enough customers searching

in your area…

consider starting with this survey
Consider starting with this survey…

An online version of this is at…

http://getlisted.org/marketing/

…and we do all the math for you 

survey says getlisted org marketing
Survey Says… (getlisted.org/marketing)

When Is Organic NOT a Great Option?

  • If you can’t update your website in-house and don’t have the budget to outsource it

When Is Local/Mobile NOT a Great Option?

  • If very few people are searching in your area
  • Suburban locations
  • If you’ve moved or changed names

When Is Social NOT a Great Option?

  • If you don’t have someone to maintain your presence
  • If your industry is just not very social
what are your best options1
What Are Your Best Options?
  • Where are your customers?
  • What is your upside?
  • Where is your competitive opportunity?
  • Time vs. Money: where do you fall?

_____________________________

= Suggested plan of attack

organic search upside
Organic Search Upside
  • Is your website completely or predominantly in Flash (or do you have a splash page)?
  • Do your Title Tags contain your keyword targets?
  • Is your address and phone number in HTML somewhere on your site?
  • How easy is it for you to change any/all of the above?
organic search upside1
Organic Search Upside

What does your link profile look like compared to your competitors? (opensiteexplorer.org)

Are there low-hanging links you can request from:

  • 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?

local search upside
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?

social media upside
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?

what are your best options2
What Are Your Best Options?
  • Where are your customers?
  • What is your upside?
  • Where is your competitive opportunity?
  • Time vs. Money: where do you fall?

_____________________________

= Suggested plan of attack

what are your best options3
What Are Your Best Options?
  • Where are your customers?
  • What is your upside?
  • Where is your competitive opportunity?
  • Time vs. Money: where do you fall?

_____________________________

= Suggested plan of attack

slide19

Time vs. Money

“How much can I realistically do on my own?”

“How much can I realistically spend if it doesn’t work?”

slide20

http://www.flickr.com/photos/literarypanda/501753377

Time vs. Money

Decide what you are comfortable with.

slide21

http://www.flickr.com/photos/deltamike/751707089

Time vs. Money

It’s OK to say “I’m not ready.”

“I need help.”

slide23

An online version of this is at…

http://getlisted.org/options/

slide24

DIY vs Hiring a Professional

Do It Yourself where you have:

  • no budget
  • lots of time

Hire a professional where you have:

  • the most upside
  • the biggest competitive opportunity
slide25

Doing It Yourself

  • No Brainers
  • no budget
  • not much time
no brainers local search
No-Brainers: Local Search
  • Claim your Tier 1 Citations with proper category usage, photos, and website information
no brainers organic search
No-Brainers: Organic Search
  • Have You Installed Google Analytics?
  • Have You Registered with Google Webmaster Central?
no brainers social media
No-Brainers: Social Media
  • Claim your Twitter & Facebook profiles (even if you don’t use them)
no brainers social media priorities
No-Brainers: Social Media Priorities

If “not much time”

  • Comment on other blogs instead of starting your own
  • Build credibility in Q&A forums
  • Facebook Ads can be a terrific option
slide31

DIY vs Hiring a Professional

Do It Yourself where you have:

  • no budget
  • lots of time

Hire a professional where you have:

  • the most upside
  • the biggest competitive opportunity
hiring a professional
Hiring a Professional

“Do I want a road map or a chauffeur?”

  • SEO & Social Media is typically an ongoing process rather than “set it and forget it.”

http://www.flickr.com/photos/avidlyabide/6778747801/

the 7 step plan to digital domination
The 7-Step Plan to Digital Domination
  • Take survey at getlisted.org/marketing
  • Complete Online Presence Audit (handout)
  • Determine your biggest upside
  • Assess Your Competition (handout)
  • Determine your biggest competitive opportunity
  • Visit getlisted.org/options for Time vs. Money
  • Decide what to do yourself vs. outsource
  • Complete first three months of Roadmap forno-brainers (handout)
slide39

DIGITAL

DOMINATION!

Time vs Money

Competitive

Opportunity

Upside

stay informed
Stay Informed
  • SearchEngineLand.com
  • Localu.org/blog
  • Blumenthals.com/blog
  • Marybowling.com
  • Searchinfluence.com/blog
  • Niftymarketing.com/blog
  • SmallBusinessSEM.com
  • Seomoz.org/blog
  • Sixthmanmarketing.com/blog
  • SmallBizTrends.com
  • GetListed.org/resources