15 things you can do tomorrow to grow digital presence
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SOME BACKGROUND INFORMATION...SOME BACKGROUND INFORMATION... Founder and CEO of The Loud Few, VP Digital Operations at Moosylvania.SEO and PPC Instructor at Buzzhound Learning LabBoard Member of Social Media Club St. Louis and Ad Club St. Louis
You can reach me:
@steinburglar
linkedin.com/in/erinsteinbruegge
facebook.com/erin.steinbruegge
theloudfew.com/blog
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GOALS & OBJECTIVES FOR TODAYGOALS & OBJECTIVES FOR TODAY Provide an overview of 4 key digital strategies you should be using to improve your brand presence online.
Discuss some stats and examples around the strategy.
Walk away with tactics you can implement immediately.
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STRATEGY 1:STRATEGY 1: SEOSEO
FIND MY BRAND
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SEARCH ENGINE OPTIMIZATIONSEARCH ENGINE OPTIMIZATION
PPC
Organic
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SEO - BENEFITSSEO - BENEFITS Identify how consumers are searching for your brand and topics relevant to your products.
Increase brand impressions and brand awareness in organic search results.
Position your brand as an authority online.
Increase the quality and quantity of traffic to your website.
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FUN STATS: SEOFUN STATS: SEOUS Senior Marketing Executives rank SEO as the most effective strategy for generating conversions.
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SEO CASE STUDY:SEO CASE STUDY: TRUMOO PILOTTRUMOO PILOT
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SEO CASE STUDY:SEO CASE STUDY: TRUMOO PILOTTRUMOO PILOT
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SEO CASE STUDY:SEO CASE STUDY: TRUMOO PILOTTRUMOO PILOT
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SEO: A CASE STUDYSEO: A CASE STUDY
Data from this program allowed us to develop our website and content strategy for the national rollout.
increase in traffic for optimized pages.
60%more pageviews for optimized content.
286%growth in social media fans.
42%
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SEO - DO TOMORROWSEO - DO TOMORROW1. KEYWORD RESEARCH
to identify branded and non-branded search terms, as well as competitor search terms.
2. AUDIT THE CONTENT on your existing site and build a plan for incorporating new content base on these terms.
3. CREATE A PLAN FOR SHARING your content via RSS feeds, PR, social media and industry specific publications.
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STRATEGY 2:STRATEGY 2: CONTENT STRATEGYCONTENT STRATEGY
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CONTENT STRATEGY - WHAT IS IT?CONTENT STRATEGY - WHAT IS IT?It’s Your Master Plan for:
Delivering key messaging
Engaging you target audience
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CONTENT STRATEGY - 6 STEPS TO SUCCESSCONTENT STRATEGY - 6 STEPS TO SUCCESS1. IDENTIFY
what topics interest your customers.
2. ENGAGE where these conversations take place.
3. SHARE your content in the appropriate channels.
4. LISTEN to what people are saying about your brand.
5. MEASURE what content is most successful.
6. OPTIMIZE based on user feedback and analytics data.
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CONTENTOUT
PRODUCTS & SERVICES
CONTACT INFORMATION
DOCUMENTS, WHITEPAPERS
& SLIDESHOWS
ARTICLESINDUSTRY NEWS & REFERENCES
VIDEOS
FAQS
OPTIMIZED& TARGETED
CONTENT
AUDIENCE RESPONSE& FEEDBACK
SEARCH ENGINE & WEBSITE ANALYTICS
FEEDBACK
CONTENTDISTRIBUTION
SHARE WITH FRIENDS
PERFORMANCEANALYISIS
RESOURCE SHARING
VIDEO HOSTING
SOCIAL NETWORKING
SOCIAL BOOKMARKING
AGGREGATORS
SEARCH ENGINES
YOUR WEBSITE
YOUR BLOG
YOURCONTENT
DISTRIBUTIONPLATFORMS
SEARCH ENGINE& SOCIAL MEDIA
STRATEGY
HOMEBASE
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CONTENT STRATEGY CASE STUDY:CONTENT STRATEGY CASE STUDY: CUTEXCUTEX
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CONTENT STRATEGY CASE STUDY:CONTENT STRATEGY CASE STUDY: CUTEXCUTEX
Content was all product-oriented
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CONTENT STRATEGY CASE STUDY:CONTENT STRATEGY CASE STUDY: CUTEXCUTEX
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CONTENT STRATEGY CASE STUDY:CONTENT STRATEGY CASE STUDY: CUTEXCUTEX
User submitted content is also shared via social media.
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CONTENT STRATEGY CASE STUDY:CONTENT STRATEGY CASE STUDY:
WHAT’S HOTNAIL HEALTH TIPS
SHOP NOW
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CONTENT STRATEGY CASE STUDY:CONTENT STRATEGY CASE STUDY: CUTEXCUTEX
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CONTENT STRATEGY - RESULTSCONTENT STRATEGY - RESULTS 2k+ post views in the first 2 weeks on Facebook.
Twitter fan growth – 500 followers in the first month.
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CONTENT STRATEGY - DO TOMORROWCONTENT STRATEGY - DO TOMORROW1. DO YOUR RESEARCH
on where conversations are happening and sentiment around you brand.
2. CREATE WEBSITE CONTENT that tells users what to do.
3. CREATE AN EDITORIAL CALENDAR Download a free template in Resources
4. STICK WITH IT!!
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STRATEGY 3:STRATEGY 3: SOCIAL MEDIASOCIAL MEDIA
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FUN STATS: SOCIAL MEDIAFUN STATS: SOCIAL MEDIA
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FUN STATS: SOCIAL MEDIAFUN STATS: SOCIAL MEDIA
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FUN STATS: FACEBOOKFUN STATS: FACEBOOK Facebook generates the most conversions for B2C.
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FACEBOOK STRATEGYFACEBOOK STRATEGY
Offer exclusive content – FB users want discounts from brands.
personality for your brand.
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FACEBOOK CASE STUDYFACEBOOK CASE STUDY
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FACEBOOK CASE STUDYFACEBOOK CASE STUDY
IMPRESSIONS23,811,912 GAINED OVER
21K FANSCONVERTED FB AD CLICKS TO FANS AT 77% 50¢
AVERAGECPM OF
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FACEBOOK - DO TOMORROWFACEBOOK - DO TOMORROW1. MAKE YOUR WEBSITE MORE SOCIAL
intergrate sharing and social media streams
2. CREATE A “FAN GATE”
3. CREATE A TOS that is public to your FB fans
4. CREATE A SOCIAL MEDIA PLAYBOOK Free templates available in Resources
5. CONSIDER A CONTEST OR COUPON with a FB ad campaign
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STRATEGY 4:STRATEGY 4: GET MOBILEGET MOBILE
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MOBILE MARKETINGMOBILE MARKETING
MOBILE ADS
QR CODES
GEOFENCING
SMS
MOBILE WEBSITES
MOBILE APPS
LOCATION-BASED SERVICES
AUGMENTED REALITY
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FUN STATS: MOBILEFUN STATS: MOBILE
5 BILLION+PEOPLE HAVE A MOBILE PHONE
THAT’S 1 BILLION MORE THAN HAVE ACCESS TO A CLEAN TOILET.
79%
OF AMERICANS WILL HAVE A SMARTPHONE.
MORE THAN
HALF
OF SMARTPHONE USERS USE THEIR PHONE TO HELP THEM SHOP.
HAVE PURCHASED DUE TO USING THEIR SMARTPHONE WHEN SHOPPING.
74%
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QR - WHAT IS IT?QR - WHAT IS IT? QR is simply a link from the physical world to the digital world.
QR requires a smartphone with a camera and QR scanning software.
after the scan that makes or breaks a QR campaign.
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QR - INTERESTING EXAMPLESQR - INTERESTING EXAMPLES
User shopping via QR at a subway station
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QR - INTERESTING EXAMPLESQR - INTERESTING EXAMPLES
QR reinvents focus groups at retail.
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QR - TIPS FOR MAKING IT A SUCCESSQR - TIPS FOR MAKING IT A SUCCESS Make sure your QR is scannable on multiple devices.
Make sure you are driving to a mobile accessible page.
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MOBILE - DO TOMORROWMOBILE - DO TOMORROW1. CREATE A MOBILE PRESENCE
make your website mobile accessible.
2. START SCANNING QR codes around you
3. DOWNLOAD A LOCATION-BASED APP or coupon app and explore user rewards.
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FOLLOW UP RESOURCESFOLLOW UP RESOURCES This presentation is available at: http://www.slideshare.net/theloudfew
Resources for this presentation are available at: http://www.theloudfew.com/digital-resources
Downloadable editorial calendar template Links to social media policy templates Links to free tools for keyword research and social media monitoring
Moosetracker - Mobile and Social Media Case Studies are available at: http://tracker.moosylvania.com/
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THAT’S A WRAP!THAT’S A WRAP!YOU HAVE SUCCESSFULLY COMPLETED THIS CRASH COURSE