GET OPTIMIZED! · 2013-10-11 · NEW STRATEGY – USER EXPERIENCE . DIGITAL STRATEGY ... AUDIT SEO...
Transcript of GET OPTIMIZED! · 2013-10-11 · NEW STRATEGY – USER EXPERIENCE . DIGITAL STRATEGY ... AUDIT SEO...
TRADITIONAL STRATEGY
EVENT
OR
PROMOTION
RADIO
DIRECT MAIL
ONLINE
TRAFFIC
TO
PROPERTY
SALES FOR
MERCHANTS
DIRECTIONS
To Location Within Location
HOURS OF OPERATION
Regular Holiday |Events
HAPPENINGS
Events Promotions
LIST OF MERCHANTS
Retail Restaurants
NEW STRATEGY – USER EXPERIENCE
DIGITAL STRATEGY
EVENT OR
PROMOTION
SALES FOR MERCHANTS
www YOU
FB
YT
T L
I G
Y!
B
Advertising
Natural Search
Social Media
Website & Landing Pages
Build An Online
Communications
Machine For Each
Node On Your
Awareness
Network
8
ONLINE ENVIRNOMENT
CONSISTS OF MORE
THAN
100+
DIFFERENT SOCIAL
MEDIA PLATFORMS TO
FIND AND CONSUME
INFORMATION
SOCIAL MEDIA
1. TYPE OF PLATFORMS
2. TYPE OF CONTENT
• Multi Media
• Offers / Contests
• Merchant Involvement
• Matches Platform
3. ENAGEMENT
• Followers / Fans
• Likes, Shares, Comments
4. BEST PRACTICES
• Complete Content
• Organization
AUDIT COMPETITION – EXPAND PLATFORMS
SOCIAL MEDIA
AUDIT PERFORMANCE OF CONTENT
POST Base Audience
Day of Week
Time of Day
Type of Post
% Engagement
Action / CTR
Longevity
SOCIAL MEDIA
LEVERAGE ADVERTISING
WHY SOCIAL MEDIA ADVERTISING:
• Direct Access to Customer Base
• Available on multiple platforms –
Facebook, Twitter, Pinterests,
• Affordable
• PPC Model
• A / B Testing
SOCIAL MEDIA | SEO
CLAIM – CONTROL CONTENT - CONVERSE
WHAT TO AUDIT:
• Property Claimed /
Verified
• Updated Content
• Hours
• Map
• Photos
• Respond to
Positive / Negative
Reviews
SEARCH ENGINE
OPTIMIZATION
AUDIT SEO FOR ORGANIC SEARCH
WEBSITE Site Structure
Title and Meta Tags
Keyword Meta Tags
Headlines and Sub
Headlines Page Content
Alt Tags
Inbound Links
SEARCH ENGINE
OPTIMIZATION
WHAT IS SEMANTIC
SEARCH?
• “Study of Meaning”
• Context of search
• Search history, location,
behavior, etc
• Forcing marketers to market
through content in blogs,
video, social media, etc.
SEMANTIC SEARCH
PUBLIC RELATIONS
INTEGRATE YOUR P.O.E.M.
PAID
Sponsored Content
Advertorial
OWNED
Website
Social Media
Brand Blog
EARNED
Traditional Media – TV, Print, Radio
Blog & Online
Influencers
Viral Buzz
PUBLIC RELATIONS
FIND YOUR PEEPS
Fashion
Bloggers
Mommy
Bloggers
Coupon
Sites
Tourism
Sites
Public
Figures
PPC | GDN
ADWORDS PPC ADVERTISING
WHY USE ADWORDS PPC? • 1st Page Listing • Generate leads • Drive targeted traffic to website • Control daily budget • Reach customers at the exact
moment they are looking for you
• Pay ONLY for clicks • Regional setting • Immediate and short-term
campaigns
PPC | GDN
GOOGLE DISPLAY NETWORK
WHY USE DISPLAY NETWORK: Targeting Options: • Contextual • Placement • Remarketing • Interest • Topic • Geographic and Language • Demographic Targeting Tools: • Above the Fold • Scheduling • Frequency • Exclusions
MOBILE
78% INCREASE IN WEBSITE TRAFFIC FROM MOBILE
• Android devices accounted for
42% of mobile traffic to the
website of examined in 1Q13,
down from 45% in 1Q12
• iPhones: 36% of mobile traffic in
1Q13, up from 29% in 1Q12
• iPads and iPad Minis: 18% of
mobile traffic in 1Q13, consistent
with 18% in 1Q12
• BlackBerrys: 2% of mobile traffic
in 1Q13, down from 3% in 1Q12.
MOBILE
FOCUS ON INTENT
3 APPROACHES:
• Responsive Web Design
• Adapts according to
device
• Dynamic Serving Approach
• Parallel Mobile Site
Approach
MOBILE
MOBILE ADVERTISING
• U.S. mobile ads spend in 2013: $8B
• U.S. mobile ad growth in 2013: 75%
• U.S. mobile predicted ad growth by
2017: $28B
• Average time spent with mobile
outpacing all other media
• From 2012 to 2013 time spent on a
mobile device increased 48%, TV
was down 3%, Radio down 7% and
Print down 16%
CONCLUSION
THIN
K D
IFFE
REN
TLY
START WITH CUSTOMER NEEDS
AUDIT EXPERIENCE
BUILD AN ONLINE COMMUNICATIONS
MACHINE
SOCIAL
SEO
PUBLIC RELATIONS
PPC ADVERTISING
MOBILE