III.  Keep it Simple, join the conversation

Tactics of Digital Marketing

“I am easily satisfied with the very best.” ‐Winston Churchill

1. Develop your i‐brand

Show Who You Are (genuinely)Express yourselfRespect others

Know your audience

Keep it simple

Step 2.  Create a Keyword Strategy

1 Create a list of 3‐5 keywords relevant to your business.

2 Choose keywords based on difficulty and relevance

3 Design and optimize your website around your keywords

Step 3.  Optimize your Website

On‐Page SEO Off‐Page SEO

Step 4. Create Blog and Other Content

Key Components of a Great BlogKey Components of a Great Blog

• An Attention‐Grabbing Article Title

• Well Written & Formatted Text

• Images/Videos• Links• Call‐to‐Action

Other Types of ContentOther Types of Content

• Ebooks• Whitepapers• How‐to videos• Webinars• Slideshows

Step 5.  Promote Content & Participate in Social Media

Monitor Social MediaMonitor Social Media•Google Alers• Twitter• Google Reader / RSS• Facebook Insights

Use Social NetworksUse Social Networks• Twitter• Facebook• Linkedin

Step 6. Convert site trafic into Leads

1 Decide on Your Offer

2 Create Calls‐to‐Action

3 Create Landing Pages

4 Test, Measure & Iterate

Customers

Sales Leads

WebsiteVisitors

Step 7.  Nurture Leads with Email Marketing

Best PracticesBest Practices

•List‐Building•Sending•Converting•Measuring

8. Be Mobile‐Friendly

• Emails & Calls‐to‐Action

•Downloads• Video

OptimizationOptimization

Step 9.  Analyze & Refine Strategies

1 Implement an Analytics Program

2 Identify Opportunities

3 Set a Metric for Success

4 Refine

5 Evaluate

10. Monitor your Reputation

1 “Googlee” yourself, subscribe to news about you

2 Verify your reputation and influence

3 Size your activity in the social networks

Social Technologies by Purpose

• Communication• CommunicationSocial Networking

• Knowledge Transfer

• Knowledge TransferSocial Media

• Reputation• ReputationSocial Relevance

• Operational Value• Operational ValueSocial Collaboration

Q&A