5 Digital Marketing Strategies
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Transcript of 5 Digital Marketing Strategies
Adapt or Die:5 Digital Marketing Strategies for 2013
SpeakerKent Lewis (@KentLewis)
Anvil Media, Inc.
www.AnvilMediaInc.com
• Media-maximization• Penguin-proofing• Mobilization • Evangelism• Automation• Q&A
Agenda
About Me
How to leverage video to grow your businessThe latest website optimization techniquesHow to integrate mobile into your marketingTo rethink how you approach social mediaHow to automate your marketing for optimal ROI
Today You Will Learn
Why Video?
Video Marketing Best Practices
Video Optimization Essentials
Video Promotion Best Practices
1. Media Maximization: Video
Ultimate storytelling vehicle
Video has 5x greater recall than the written word
1 HD video = video, audio, images & text
2nd most popular search engine
Consumers use it throughout the sales cycle
Video: Why Do I Care?
Video: Popular & Growing
Video By The Numbers
54% of global Internet traffic will be video in 2016
Globally, Internet video to TV doubled in 2011
Video-on-demand (VOD) traffic will triple by 2016
108B mobile videos were viewed WW in 2011
That number has surpassed 280B in 2012
Video: Global Usage Stats
Video: Sharing Platforms
60 hours of video uploaded every minute
Over 4 billion videos are viewed a day
YouTube Mobile gets 400 million views a day
70% of YouTube traffic comes from outside the US
Localized in 39 countries and across 54 languages
1 trillion views in 2011 (nearly 140 VPP)
YouTube: Facts & Figures
YouTube Channel Creation
Key Elements1. Username/URL2. About Me3. Playlists4. Analytics
YouTube: Channel Setup
YouTube Best Practices
Go Eco: repurpose existing content
Mobilize content creation & distribution
Leverage annotation to enhance experience
Translate & localize video content
Follow community guidelines
Optimize your default settings to streamline
Manage copyright strikes & ID claims
Embed/syndicate across other social channels
YouTube: Best Practices
YouTube Advertising Options
YouTube Keyword Tool
YouTube Video Targeting Tool
YouTube In-Stream Ads
YouTube Promoted Videos
YouTube TrueView Video Ads
YouTube: Advertising Options
YouTube Metrics1. Likes (per View)2. Comments (per week)3. Shares (per Video)4. Subscribers (per week)
YouTube AnalyticsYouTube: Measurement
Video Production Best Practices
Target duration: 30-120 seconds
Include a CTA in video close
Protect & track via watermarking
Create text transcript for SEO (& ADA)
Create podcast from audio (for iTunes)
Create still images for Pinterest, Flickr, etc.
Set default sharing to “public” or “allow all”
Always comment via Google+ profile
Video: Marketing Best Practices
Create a video sitemap (for SEO)
Embed & promote videos across web properties
Include surrounding text for context
Incorporate links/QR codes in print collateral
Promote channel/videos in electronic collateral
Video: Optimization & Promotion
2. The Equity of SEO
2. Penguin-proofing Your Website
3C’s of SEO
Content
Code
Credibility
SEO: Efficacy by Technique
SEO: Efficacy in 3D
Search Engine Ranking Factors
Future Search Ranking Factors
3. Mobilizing Your Marketing
PersonalTargetedScalableImmediateActionablePortableInteractiveMeasurable
Mobile: Device Adoption Growth
Mobile Privacy & SecurityMobile: Demographics & Privacy
Mobile Cross-Channel RetailMobile: Cross-Channel Integration
Mobile CouponingMobile: Shopping & Couponing
M-CommerceMobile: Assisted Shopping
Mobile: Ad Spend Trends
Gain industry and constituent insights
Provide affordable customer service
Create or extend brand awareness
Build community & thought leadership
Generate measurable top line revenue
4. Evangelism: Social Media
Social Media: Tactics & Channels
Social Media: Monitor & Measure
Manager vs. Evangelist
Tactical vs. strategic
Implement vs. manage
Talk vs. Inspire
Single voice vs. many voices
Monitoring vs. training
Social media vs. leadership experience
Social: Manager vs. Evangelist
Conversions: leads or sales
Engagement: conversations, sharing and sentiment
Metrics: relative vs. absolute (ratios)
Social Media: Measurement
79% of marketing leads never convert into sales
65% of B2B marketers haven’t established lead nurturing
50% of leads are qualified but not yet ready to buy
25% of leads are legitimate and should advance to sales
5. Marketing Automation
Develop & analyze marketing campaigns
Understand your prospects & customers
Lead management, scoring and nurturing
Automated campaign management & reporting
Marketing Automation: Benefits
Marketing Automation: Key Players
Move The Needle
Move The Needle
1. Create/optimize your YouTube channel
2. Upload/optimize a video
3. Syndicate and promote your video
4. Evaluate views (hotspots), comments, etc.
Move The Needle: Homework
Maximize video use (on YouTube)Penguin-proof your websiteMobilize your marketing efforts Evangelize social media within your organizationAutomate your marketing via tools
Key Takeaways
www.onlinemarketinginstitute.org www.anvilmediainc.com
Thank You