DIGITAL PLAYBOOK FOR SMALL BUSINESS

..featuring the Idaho Steelheads.

UltraClean SmokeOut Luncheon 11-16-2010

HELLO.

Chad Connally Digital Strategist Drake Cooper

www.drakecooper.com

DIGITAL PLAYBOOK FOR SMALL BUSINESS

..featuring the Idaho Steelheads.

1 /// Digital Marketing

2 /// Websites

3 /// Search

4 /// Database Marketing

AGENDA

4 /// Social Media

How is digital marketing different than traditional marketing?

It’s not.

The difference is the focus. ONLINE CONSUMER

Digital Marketing is about people who use the internet, more specifically about people INFLUENCED by the internet.

The world has changed and there are many more brand touch points than ever before.

What does the digital landscape look like in 2010?

Video website

Viral Marketing

Affiliate Marketing

Article Marketing

Blogs

Online Advertising

Online Public Relations

Podcasting RSS

SEM

SEO

Social Networking

Video

Interaction

Conversation & Thought Leadership

Awareness & Traffic

Thought Leadership

High Emotion/ Entertainment

Traffic

Traffic

Passion Traffic

Coverage

Fast Exposure

Traffic

1.  Objectives, Audience, Constraints 2.  Strategy 3.  Tactics

3 STEPS TO DIGITAL SUCCESS

Idaho Steelheads Core Objectives

1.  Create outbound marketing

2.  Establish as a leader in family entertainment

3.  Lead generation

4.  Increase tickets sales

5.  Cross promote with the arena and hotel

DIGITAL STRATEGY Using the internet not just as a technological tactical tool, but as as strategic communication powerhouse to drive sales and your customer relationships.

It’s not technology that is important.

It’s what technology allows us to do: communicate better.

Where do you put your focus?

Remember this:

Video website

Viral Marketing

Affiliate Marketing

Article Marketing

Blogs

Online Advertising

Online Public Relations

Podcasting RSS

SEM

SEO

Social Networking

Video

Interaction

Conversation & Thought Leadership

Awareness & Traffic

Thought Leadership

High Emotion/ Entertainment

Traffic

Traffic

Passion Traffic

Coverage

Fast Exposure

Traffic

WEBSITE

YOUR WEBSITE SHOULD: 1. Act as your “Digital Hub” 2. Inform and engage 3. Contribute to your bottom line

WEBSITE CHECKLIST The website should be the digital hub of your online strategy.

It should be dynamic, interactive, engaging and vibrant.

1.  Intuitive and clean navigation 2.  Employs compelling and regularly updated content

Relevant industry news New product offerings Engaging educational information

3.  Incorporates tools that allow users to contribute in a two-way communication

4.  Easily sharable (personal blogs, twitter, facebook, and any other social networking items)

5.  Lead generator for current and prospective customers

SEARCH

Qualified traffic heading to your website from this box….

1. Search engines drive a highly qualified audience who is specifically interested in what you have to offer

2. Many people don’t look beyond the first couple of results pages

3. Organic search results are perceived as being more credible

4. Increases traffic to your website (more leads)

WHY IS SEARCH IMPORTANT?

If your website isn’t visible on search engines, it isn’t visible to your potential customers.

1. Select relevant keyword or keyphrase

2. Make sure content relates only to that keyword

3. Use keyword in your page name

4. Use in your title

5. Use in your main header tag <h1>

6. Use in your keywords and description tags

7. Monitor with Analytics

SIMPLE ON-SITE SEO

SEO CHECKLIST Write engaging, relevant content for people, not machines Target no more than 1 or 2 words per page Selectively distribute your content to relevant and reputable

outlets Be consistent and continually optimize Don’t expect overnight results

A major goal of your digital strategy should be to build a customer database for further marketing.

22,000+ SUBSCRIBERS

Use Drip Marketing.

SOCIAL NETWORKING

Social networking is for communication, not marketing.

Your online relationships must be GENUINE, REAL, and AUTHENTIC.

Social networking is about relationships.

FACEBOOK Tactical Ideas • Ask open-ended questions • Create more ‘real time’, interesting & engaging photo albums: let fans upload their photos • Stream blog posts • Link to industry articles • Post/stream job openings • Create additional ‘tabs’ w/product portfolio

1.  Title: Add descriptive keyword rich text. 2.  Info tab: Add twitter, youtube and linkedin group urls 3.  Photos tab: Use Flickr and bring in photos from it. 4.  Set a default tab– use FBML to showcase product portfolio. Add follow us on

social media channels here as well. 5.  Sidebar: Add call to action such as “ request info” or download application

packet” 6.  Use a url shortener ( such as “bit.ly”) to track clicks 7.  You can setup tabs for RSS feeds, Twitter, Flickr, etc.

SEO note: Group pages are NOT indexed by external search engines. Groups cannot host external applications. Pages are typically better for brands.

FACEBOOK CHECKLIST

MOBILE

46,000 ipads are sold each day.

TABLETS

TABLETS

QR-CODES

NEW OPPORTUNITIES

http://delicious.com/chadconnally/

blog.drakecooper.com

THANK YOU. blog.drakecooper.com delicious.com/chadconnally twitter.com/chadconnally Want my information? TXT CHADC TO 50500