Tying Your Online Marketing Strategy Together
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Transcript of Tying Your Online Marketing Strategy Together
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The 7-Step Plan to Digital Domination
Tying Your Online Marketing Strategy Together
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http://www.flickr.com/photos/sarah_mccans
You want THIS -->
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• Where are your customers looking for you?• What is your upside?• Where is your competitive opportunity?• Time vs. Money: where do you fall?_____________________________= Suggested plan of attack
What Are Your Best Digital Marketing Options?
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• Where are your customers looking for you?• What is your upside?• Where is your competitive opportunity?• Time vs. Money: where do you fall?_____________________________= Suggested plan of attack
What Are Your Best Options?
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Where are your customers looking for you?
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Where are your customers looking for you?
Usually BEST OPPORTUNITYFOR BRICK-AND-MORTAR
STORES(also includes Mobile)
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Where are your customers looking for you?
Usually BEST OPPORTUNITYFOR BRICK-AND-MORTAR
STORES(also includes Mobile)
…provided there areenough customers searching
in your area…
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Consider starting with this survey…
An online version of this is at…
http://getlisted.org/marketing/
…and we do all the math for you
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Survey Says… (getlisted.org/marketing)
When Is Organic NOT a Great Option?- If you can’t update your website in-house and don’t
have the budget to outsource itWhen Is Local/Mobile NOT a Great Option?- If very few people are searching in your area- Suburban locations- If you’ve moved or changed names
When Is Social NOT a Great Option?- If you don’t have someone to maintain your presence- If your industry is just not very social
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• Where are your customers?• What is your upside?• Where is your competitive opportunity?• Time vs. Money: where do you fall?_____________________________= Suggested plan of attack
What Are Your Best Options?
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Organic Search Upside• Is your website completely or predominantly in
Flash (or do you have a splash page)?• Do your Title Tags contain your keyword
targets?• Is your address and phone number in HTML
somewhere on your site?• How easy is it for you to change any/all of the
above?
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What does your link profile look like compared to your competitors? (opensiteexplorer.org)
Are there low-hanging links you can request from:- Business groups- Neighborhood organizations- Charities you’re involved in- Distributors or wholesalers
Do you have time to brainstorm and ask for all of these yourself?
Organic Search Upside
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Have you claimed your Tier 1 Citations with proper category usage, photos, and website information?
Have you begun to engage your customers in the review process yet?
Local Search Upside
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Are your customers asking you to engage with them on social media?
Are you relatively social in the offline world?
Are there lots of other (non-competitive) businesses to network with online?
Social Media Upside
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• Where are your customers?• What is your upside?• Where is your competitive opportunity?• Time vs. Money: where do you fall?_____________________________= Suggested plan of attack
What Are Your Best Options?
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Where Is Your Competitive Opportunity?
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• Where are your customers?• What is your upside?• Where is your competitive opportunity?• Time vs. Money: where do you fall?_____________________________= Suggested plan of attack
What Are Your Best Options?
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“How much can I realistically do on my own?”
“How much can I realistically spend if it doesn’t work?”
Time vs. Money
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Decide what you are comfortable with.
http://www.flickr.com/photos/literarypanda/501753377
Time vs. Money
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It’s OK to say “I’m not ready.”
http://www.flickr.com/photos/deltamike/751707089
Time vs. Money
“I need help.”
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Local / Organic / SocialOptions
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An online version of this is at…http://getlisted.org/options/
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Hire a professional where you have:1) the most upside2) the biggest competitive
opportunity
DIY vs Hiring a Professional
Do It Yourself where you have:1) no budget2) lots of time
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Doing It Yourself
No Brainers1) no budget2) not much time
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No-Brainers: Local Search
• Claim your Tier 1 Citations with proper category usage, photos, and website information
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No-Brainers: Organic Search
• Have You Installed Google Analytics?• Have You Registered with Google
Webmaster Central?
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No-Brainers: Social Media
• Claim your Twitter & Facebook profiles (even if you don’t use them)
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No-Brainers: Social Media PrioritiesIf “not much time”
• Comment on other blogs instead of starting your own
• Build credibility in Q&A forums• Facebook Ads can be a terrific option
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Doing It Yourself: More Time
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Hire a professional where you have:1) the most upside2) the biggest competitive
opportunity
DIY vs Hiring a Professional
Do It Yourself where you have:1) no budget2) lots of time
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most upside
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biggest competitive opportunity
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Hiring a Professional
“Do I want a road map or a chauffeur?”– SEO & Social Media is typically an ongoing
process rather than “set it and forget it.”
http://www.flickr.com/photos/avidlyabide/6778747801/
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Your Suggested To-Do List
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Important Slide Coming Up!
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The 7-Step Plan to Digital Domination
1) Take survey at getlisted.org/marketing2) Complete Online Presence Audit (handout)3) Determine your biggest upside4) Assess Your Competition (handout)5) Determine your biggest competitive opportunity6) Visit getlisted.org/options for Time vs. Money7) Decide what to do yourself vs. outsource• Complete first three months of Roadmap for
no-brainers (handout)
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Time vs Money
UpsideCompetitiveOpportunity
DIGITALDOMINATION!
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Stay Informed
• SearchEngineLand.com• Localu.org/blog• Blumenthals.com/blog• Marybowling.com• Searchinfluence.com/blog• Niftymarketing.com/blog
•SmallBusinessSEM.com
•Seomoz.org/blog
•Sixthmanmarketing.com/blog
•SmallBizTrends.com
•GetListed.org/resources
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Localu.org/phillysurvey