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:: Digital Marketing ::
Eugene Brill Marketing Manager with Rio Grande Jewelry Supplies
Presentation slides available here… http://tinyrio.com/ebrill
Zero Moment of Truth
4. EXTREMELY EFFECTIVE
Your Mission…
To Drive Search Traffic to your Web Site…
Attracting more traffic to your website Converting new traffic into leads Converting more leads into customers Retaining those customers Measure & analyze each step for continuous improvement
What is Search Engine Marketing?
“SEM” or Search Engine Marketing is the umbrella term for all methods of increasing visibility within major search engines and consists of these main components:
1. SEO = Search Engine Optimization, also known as “organic” or
“natural” ranking 2. PPC = Pay-per-click search engine advertising, usually on an auction
model to determine ranking 3. Social Media = It’s media (content that is published) with a social
(anyone can add to it) component E-mail, Landing Pages, Article Sites, Press Releases, Video, Forums, etc
Effective online campaigns combine all methods
“Build it, and he will come”
…works in Hollywood, not on the Internet.
Web sites have to be built from search up…if you want the
Search Engines to find them.
4. EXTREMELY EFFECTIVE
SERP (Search Engine Results Page)
PAY-PER-CLICK
PAY-PER CLICK
ORGANIC
LOCAL
Search Engine Optimization (SEO)
Spiders or ‘Bots’ are used to sort through millions of web pages and deliver ‘relevant’ pages. Search Engines want your loyalty.
1. Meta Title Tag 2. Meta Description Tag 3. Meta Keywords Tag 4. On Page Content – MOST IMPORTANT
Title Tags in action…
Shows up here…
…and here…and when bookmarked!
SEO can work magic!
2004 Search
“miserable failure”
on Google…
Your choice!
Pay-Per-Click (PPC)
Relevant Targeting to a self-selecting audience – only shows to searchers looking for your (or similar) products or services
• Very efficient and accountable use of marketing dollars • You “buy” keywords in a constantly fluctuating auction that
determines your position • Pay for Impressions or Clicks • Some keywords are expensive ($10+ per click), others are
cheap ($0.10) [Mesothelioma $100+] • Measure and optimize campaign performance in real-time • Google, Bing, FaceBook
The Search Engines only ‘hear’ KEYWORDS
4. EXTREMELY EFFECTIVE
Ratings & Reviews
Marketing Using Reviews
Extending word of mouth beyond our site
Mobile
1 in 2 Americans Will Have a Smartphone by Christmas 2011*
Apps Browser
1. Weather 1. Search
2. Maps 2. Social Networking
3. Social Networking 3. News
4. Search 4. Weather
5. News 5. Sports Information
*Nielsen
QR Code ‘Quick Response Code’
4. EXTREMELY EFFECTIVE
Usability and Testing
Everyone Else Bring Data!
W. Edwards Deming
Analytics
Data Informed Human Judgment
“If I had asked people what they wanted, they would have said faster horses.” Henry Ford
4. EXTREMELY EFFECTIVE
Searchers are “myopic” (nearsighted)
Eye Tracking Study on Google search results
Source: Enquiro Eye Tracking Study
User Testing
4. EXTREMELY EFFECTIVE
iPad Video App
1,000+iPad Downloads
Web Survey
E-mail Marketing
o Permission Marketing o List Maintenance o Great Analytics
Email (permission) Marketing
Always Agile
NFL Replacement Refs Do NOT Work for us!
QR Codes – The Good
http://wtfqrcodes.com
QR Codes – The Bad
http://wtfqrcodes.com
QR Codes – The Ugly
http://wtfqrcodes.com
Online Press Releases
•Press releases are now written for the media, the public AND for the search engines. •Gone from MEDIA RELATIONS back to PUBLIC RELATIONS •“think link” – great SEO
Confused by Social Media?
Conversion Prism
Social Media and Jewelry
• Combat the ‘Blue Nile’ effect (Blue Nile dominates the search engines for jewelry terms)
• Social Media offers an affordable alternative • Brand recognition expansion (name, store, product line, services) • Establish and assert yourself as a jewelry industry expert • Showcase your products and services • Local, national and/or international exposure • Customer engagement and retention: trust → lifetime value • Event promotion (in-store events, trade shows, media appearances) • Identity optimization
Positive: encourage, capture & promote Negative: protect, detect & correct
• Recruiting Tool (schools, organizations, groups, networks)
Social Media Explained ‘Online Cocktail Party’
‛Consumers’ now have the means and the desire to create Your Marketing Message; and then distribute it, share it, amplify it, remix it and shape it to their needs
25 min survey conducted by Performics Global - 1,961; 50/50 male female; min 1 social media account
Why we cannot ignore
1 Billion active users (October 2012) (3rd largest country in the world)
50% active users log in every day
Average user has 130 friends
Average user sends 8 friend request per month
Average user spends more than 55 minutes per day
http://www.facebook.com/diamondfans - 738,421 Fans Like This Page! (started by a jewelry store in Baltimore)
Recent Changes to
Integrated Communication with your eugenebrill@facebook.com account – FaceBook Messaging
Text
Chat
Search partnership with
AMBER Alerts on FaceBook
FaceBook Places – share where you are with friends
Breakup Notifier App helps you stalk your crush
One login…home, work & mobile ‘Ultimate Switchboard’
Facebook Advertising
FaceBook Weekly Reporting
Jewellery Colour
Why you cannot ignore
500 million active users (June 2012)
Micro Blog Site - 140 Character Updates
Largest link referral site on the internet (tiny URL’s)
www.tinyrio.com to track traffic
RT, DM, @Replies, Hash Tags (#jewelry)
Top twits…Lady Gaga, Britney Spears, Ashton Kutcher, Barak Obama, Justin Bieber, Ellen DeGeneres, Kim Kardashian, Oprah Winfrey, Taylor Swift
Twitter Marketing
A Kiln of a Different Color
Google Plus
Why we cannot ignore
YouTube
What Else?
Foursquare
Klout Score
Contact me, Friend me, Link to me, Follow me, (s)talk me…
(505)839-3235
ebrill@riogrande.com
http://www.facebook.com/eugenebrill
http://www.linkedin.com/in/eugenebrill
@eugenebrill
Skype: eugenebrill
http://tinyrio.com/ebrill
SEO Resources
http://www.sempo.org/ http://www.seomoz.org/ http://www.bruceclay.com/ http://www.hubspot.com/ http://www.woorank.com/ http://www.getelastic.com/ http://www.wordtracker.com/ http://www.wordstream.com/ http://tools.seobook.com/
Social Media Resources
http://www.socialmediaexaminer.com http://www.socialoomph.com/ http://www.twellow.com/ http://tweepi.com/ http://www.tweetdeck.com/ http://hootsuite.com/ http://twitterfeed.com/ http://www.getelastic.com/ http://onlywire.com/
Email Resources
http://www.constantcontact.com http://www.aweber.com/ http://www.verticalresponse.com/ http://www.icontact.com/ http://www.exacttarget.com/ http://myemma.com/ http://www.emailvision.com/ http://www.sendpepper.com/ http://www.emailvision.com/
Ecommerce Resources
https://www.paypal.com/ http://www.1shoppingcart.com/ http://www.bigcommerce.com/ http://www.magentocommerce.com/ http://www.shopify.com/ http://www.oscommerce.com/ http://www.volusion.com/ http://www.aspdotnetstorefront.com
Usability Testing Resources
http://www.crazyegg.com/ http://www.clicktale.com/ http://fivesecondtest.com/ http://www.kissinsights.com/ http://www.usertesting.com http://www.powerreviews.com/ http://www.bazaarvoice.com/ http://www.spyfu.com/ http://www.ghostery.com/ http://www.surveymonkey.com/ http://www.zoomerang.com
Press Release Resources
http://www.prweb.com/ http://www.prnewswire.com/ http://www.free-press-release.com/ http://www.1888pressrelease.com/ http://www.24-7pressrelease.com http://www.businesswire.com/ http://www.marketwire.com/
Analytics Resources
http://www.google.com/analytics/ http://web.analytics.yahoo.com/ http://www.unica.com/ http://www.omniture.com/en/ http://www.coremetrics.com/ http://www.endeca.com/en/ http://www.webtrends.com/ http://www.hitslink.com/
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