adapt or die: 5 digital marketing strategies #sova17 kent lewis (@kentjlewis) president &...

Adapt or Die:5 Digital Marketing Strategies

#sova17

Kent Lewis (@KentjLewis)President & FounderAnvil Media, Inc. (@AnvilMedia)AnvilMediaInc.com

About Me

Penguin-proofingMedia-maximizationMobilization EvangelismAutomation

Agenda: 5 Digital Strategies

1. Penguin-proofing: 3C’s of SEO

Content

Code

Credibility

1. Penguin-proofing: Ranking Factors

1. Penguin-proofing: Future Ranking Factors

1. Panda vs. Penguin: Cliff Notes Version

Panda targets low quality content, thin content, duplicate content, etc.Penguin targets spam (and at this point it’s heavily targeting unnatural inbound links).

Diagnose impact of Penguin & PandaClean up your actDesign for end users, not search enginesCreate compelling, unique & engaging contentOptimize, syndicate & promote your contentFocus on engagement metrics

1. Best Practices Post Penguin & Panda

2. Media-maximization: Video

Content > HD Video > images, audio & textStorytelling > 30 second video = 1M words2nd Largest search engine by volume

2. Video By The Numbers

86% of the U.S. internet users viewed online video 183M users watched more than 37B videos The average length of videos viewed 6.1 minutesVideo ad views reached nearly 11BAdvertisers spend $2.9B on video ads in 2012

2. YouTube By The Numbers

Over 800M unique users visit each month Over 4 billion videos are viewed a day72 hours of video uploaded every minute25% of views are mobile (3x in 2011)

2. Video Sales Cycle

Build your own TV channel (not just commercials)

Design content for all stages of the funnelAwareness & Interest: Interviews, news and trendsIntent & Purchase: Demos, seminars & success

storiesCustomer Service & Support: How-to’s, FAQs

2. Video Production Best Practices

Target duration: 30-120 secondsYou have 10 seconds to capture viewersUtilize text boxes & graphics for brandingInclude a CTA in video close

2. Video Maximization Best Practices

Create text transcript for SEO (& ADA)Create podcast from audio (for iTunes)Create still images for Pinterest, Flickr, etc.Protect & track via watermarking, as appropriate

2. Video Optimization Best Practices

Incorporate keywords throughout channel/profileIncorporate keywords in filename, title, descriptionInclude relevant URL in front of descriptionInclude a call-to-action in the description

2. Video Optimization Best Practices

Add descriptive “tags” to videos if availableEnsure videos are properly categorizedSelect a compelling thumbnail

2. Video Promotion Strategies

Create a video sitemap (for SEO)Embed & promote videos across web propertiesInclude surrounding text for contextIncorporate links/QR codes in print collateralPromote channel/videos in electronic collateralIncorporate into advertising & PR campaigns

YouTube Metrics1. Likes (per View)2. Comments (per week)3. Shares (per Video)4. Subscribers (per week)

2. Measuring Video ROI

3. Mobilization

PersonalTargetedScalableImmediateActionablePortableInteractiveMeasurable

3. US Smartphone Usage & Spend

3. Mobile Search Queries by %

3. Mobile Website Optimization

3. Mobile Ad Spend Trending

3. Mobile Ads Work

Anvil

Media

3. Develop a Mobile Marketing PlanYo

ur

Com

pany

Provide background on current mobile advertising landscape

Evaluate the development of a mobile website versus an app

Detail mobile website best practices

Audit current mobile presence

Prioritize and recommend specific mobile optimization and advertising opportunities

Provide Anvil access to analytics platform

Be available for questions

Review Audit & Plan Provide feedback to

Anvil

Assist in setting up mobile sitemap

Provide list of mobile web and app developers

Setup mobile PPC campaigns Prepare and launch mobile PPC

landing pages Organize and launch mobile

SMS advertising program Develop QR codes for specific

content

Develop mobile specific organic landing pages

Utilize Anvil’s recommendations for mobile website best practices

Provide Anvil with mobile ad creative, if necessary

Develop mobile app, if needed

Provide monthly traffic reports and analysis on mobile traffic

Optimize mobile PPC campaigns

Recommend new mobile ad networks to expand into

Supervise and organize all mobile advertising

Ensure all pages have a mobile optimized version

Provide Anvil with details on upcoming ad campaigns to determine how best to utilize mobile

4. Evangelism: Social Media Trends

4. Evangelism: Social Media Trends

Gain industry and constituent insightsProvide affordable customer serviceCreate or extend brand awarenessBuild community & thought leadershipGenerate measurable top line revenue

4. Evangelism: Social Media Benefits

4. Evangelism: Consumer Expectations

4. Ten Essential Social Media Elements

Philosophy

Optimization

Voice

Content

Generosity

Velocity

Administration

Training

Commitment

Measurement

Manager vs. EvangelistTactical vs. strategicImplement vs. manageTalk vs. InspireSingle voice vs. many voicesMonitoring vs. trainingSocial media vs. leadership experience

4. Evangelism: Manager vs. Evangelist

Conversions: leads or salesEngagement: conversations, sharing

and sentimentMetrics: relative vs. absolute (ratios)

4. Evangelism: Social Media Measurement

Measure what moves your businessIdentify growth challenges &

opportunities

4. Evangelism: Social Media Measurement

4. Evangelism: Thinking Ahead

5. Automation: Statistics

79% of marketing leads never convert into sales50% of leads are qualified but not yet ready to buy25% of leads are legitimate and should advance to salesNurtured leads make 47% larger purchases than non-nurtured leads.

5. Marketing Automation: Benefits

Develop & analyze marketing campaigns & customersLead management, scoring and nurturingAutomated campaign management & reporting

5. Marketing Automation: Key Players

5. Marketing Automation Cheat Sheet

Penguin-proof your websiteMaximize video useMobilize your marketing efforts Evangelize social media within your

organizationAutomate your marketing via tools

Conclusion

Five Hospitality Mobile and Social Learningshttp://ow.ly/i6cNT

The Ultimate Guide to Video Marketing on YouTubehttp://www.imediaconnection.com/content/32406.asp

5 Digital Trends You Need to Embrace http://www.imediaconnection.com/content/32763.asp

6 Social Media Platforms at-a-glancehttp://www.imediaconnection.com/content/24165.asp

How to be a Rock Star on 8 Social Media Platforms http://www.imediaconnection.com/content/30534.asp

Resources: Related Articles

Questions?

Hand me a card to receive a copy of this presentationRead articles & white papers in the Anvil Resources sectionRead our blog & follow us on Twitter (@AnvilMedia)Sign up for our monthly email newsletterDrop me a line for a free assessment

@KentjLewisPresident & FounderAnvil Media, Inc.503.260.6700Kent@AnvilMediaInc.com