What Does it Take? Essentials for Digital Marketing

1© 2012 Digital Firefly Marketing

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What Does it Take?Essentials for a Successful Website Experience


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Who We Are

Digital Firefly Marketing was founded to help businesses and organizations get themselves found on the Internet by using the industries best practices and latest technology required to reach the right audience in the right places


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Agenda

• Do you care?

• What is this?

• The Holistic Approach

• Search Engine Optimization

• Content Marketing

• Social Media Marketing

• Reputation Management


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Questions to Answer (to yourself)

• Should you have a website?

• If you think you do - What is its purpose?– Convey expertise

– Company Front

– Drive New Business to you

• Is it an Asset? Expense? Not Sure?

• Maximizing your Website Success requires time / money


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What is this?


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And this?


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And finally...


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Changing World

• The Internet is big and getting bigger

• People always carry computers

• People are more connected


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81% of U.S. Residents are online


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One - third of U.S Consumers spend more than 3 hours online every day

Source: marketingcharts.com, 2012eMarketer, September and October, 2012


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People do a lot online

Source: Pew Research Center, December 2012


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People Google...a lot

Source: Search Engine Land, December 2012


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Search is used every day...

Source: Pew Research Center, February 2012


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People search for stuff

Source: Search Engine Watch, October 2012


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Why you need to be in the top tenGoogle is the new yellow pages and if Google can’t find you neither will anyone else

Source: Search Engine Watch, October 2012


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Holistic Approach = Website Success

Holistic Components: • Website Design

• Search Engine Optimization

• Content Marketing

• Social Media

• Reputation Management


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Holistic Approach = The Website

• Built on a strong foundation– Utilize a Content Management System (CMS)

• Visually Appealing

• Easy to Understand – Do you need to go to “About US”?

• Easy to Navigate

• Easy to Make Decisions– Contact You– Buy from You

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=zhhw3EjxjH17SM&tbnid=PybkDcNYucKgsM:&ved=0CAUQjRw&url=http://novelcorporation.com/services/content-management-system/&ei=SyhbUcexJYvI0AHo3oGwDA&bvm=bv.44697112,d.dmQ&psig=AFQjCNFyssMw64hzymZVDhgIdLKxjtwHfg&ust=1365014957459704


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A Bad Website Experience

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Mfy7RmpgHDb97M&tbnid=xsN0ccxpV84oFM:&ved=0CAUQjRw&url=http://www.straightupsearch.com/reviews/2012-05-29-oneupweb-yahoo-axis-of-evil/&ei=lyhbUc-iEaSp0AGW4YHgDg&bvm=bv.44697112,d.dmQ&psig=AFQjCNGeLihHmu73DwoHzI0McjFv-waTlg&ust=1365015048138352


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A Good Website Experience


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Holistic Approach = Search

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=gmHGPzQ9EZRg9M&tbnid=WF6IBXKeyqppbM:&ved=0CAUQjRw&url=http://www.redboxmultimedias.co.uk/search-engine-optimisation.php&ei=vS9bUcHeJ8_H4AOP3YCQBA&bvm=bv.44697112,d.dmQ&psig=AFQjCNE9-Hx5BY9xLOzlTYk0jkDhnScZEg&ust=1365016797691028


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People Search with Intent

• Navigational

“What was that URL?”

• Information

“Who won an Olympic gold medal in the men’s 8 in 1936?”

• Commercial Investigation

“Best back to school products”

• Buy Something Specific

“32 inch blue distressed jeans”


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How does search work?

• Google starts with high traffic websites: CNN

• Clicks on every link that takes it to many websites

• On each website - looks for keywords

• On every website it clicks on to the next website and so on

• Each website is indexed for keywords

• Every time someone searches a keyword like “landscaping services in new jersey” Google pulls results from index and ranks them 1 to infinity

• Displays first ten according to quality score.


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What is Search Engine Optimization?

• The process of making a website more likely to be ranked higher in search engines

• Google isn’t THAT smart

• Think like you search


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Key Drivers to Ranking in Google

• Over 200 inputs to Google’s Algorithm

• Links - both quantity and quality to a website

• Social Media - Tweets, Rts, +1s.

• Locations and Language (Spanish is pretty big in the U.S.

• Quality metrics - Bounce Rate, Time on Page, Site Structure, Site Speed


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Webpage Anatomy

1. Keywords in the right places

2. Page Titles

3. Images

4. URL

5. Headers

6. Body Copy


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Better SEO

• Conduct an SEO audit - what keywords are you using?

• Blogs, News, Images - Keep your site fresh

• Post on Facebook, Twitter and Pinterest


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Common Problems We See

• Broken Links

• Vague Keywords - About Us!

• Old websites that are hard for Google to index

• Empty Image Alt Tags


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Getting Found in Google

• Use a real content management system

• Research the right keywords

• Be active in social media

• Update your website frequently

• Articles about you and your firm


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Holistic Approach = Content Marketing

What is Content Marketing?• Creating content on a regular basis to be indexed by Google, linked from

other sites and shared on social media

• Becoming a “thought” leader

• Using content to bring people to your site to become a lead or a sale


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Typical Content

• Blogs

• Pictures

• Webinars

• Infographics

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Pq8MX83IY3edTM&tbnid=TgUzsz98HBxf1M:&ved=0CAUQjRw&url=http://www.thetudorbookblog.com/&ei=mDhbUZWuCuPA4AONxoHoAQ&bvm=bv.44697112,d.dmg&psig=AFQjCNE5zB7fn0Sj7s6b-8fNc_lZp1H3kg&ust=1365019155060600

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=w-41P0qx7u1TjM&tbnid=TLrEFNWYTAAQNM:&ved=0CAUQjRw&url=http://nicefun.net/beautiful-paintings-of-nature-vt41.html&ei=1D1bUcr3NMPj4APyoICYDw&bvm=bv.44697112,d.dmg&psig=AFQjCNFj9UvwYieJjQs8AmfDXOzMj5vAbQ&ust=1365020430290541

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Heoq4KMOwHtVfM&tbnid=lzMo_JC6rsaAsM:&ved=0CAUQjRw&url=http://www.hitsp.org/webinars.aspx&ei=Bj5bUZ-ULazB4APdxYHgAQ&bvm=bv.44697112,d.dmg&psig=AFQjCNHlMvUDmXfZ6xj8gomay53RTdeFXA&ust=1365020534076777

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=sDUNldxCsgbS5M&tbnid=dNx3sur_92Ef8M:&ved=0CAUQjRw&url=http://www.conceptdraw.com/samples/artwork-entertainment&ei=cT5bUaWWMPLK4APAzoDACg&bvm=bv.44697112,d.dmg&psig=AFQjCNGXYThZ-kcgbZUZzny3N2fC1LXyhQ&ust=1365020633174400


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Why does Content marketing work?

• Infinite time horizon - Content is always available on your site

• Generates leads

• Shareable - Content can be shared via social media for “viral” effect


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Map content to sales cycle


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How to start....

• Decide what’s in front or behind a form

• Write informational “how tos” about your product or industry

• Use Old content - brochures, presentations, etc.

• Schedule it

• Recycle pieces of older content

• Publish it and post it via Social Media


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Holistic Approach = Social Media

Why Social Media is Free


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What is Social Media Marketing?

• Building an audience who is engaged with your brand

• Posting company updates that audiences can engage

• Advertising on websites that have huge audiences.


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The Big 5.......plus Little 6

• Facebook - Water Cooler of the Internet

• Twitter - Global Square

• Pinterest - The world’s pin board

• LinkedIn - Professional Networking

• YouTube - Video on demand

• Google+ - Play to the search bias

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=62_zrIFADNWUVM&tbnid=e2fx97fnLlgSLM:&ved=0CAUQjRw&url=http://blogger-hints-and-tips.blogspot.com/2010/04/linking-your-blog-to-social-networks.html&ei=1EZbUcPhNrG84AP1hICoAg&bvm=bv.44697112,d.dmg&psig=AFQjCNEcOCp68guroILQk7oxcfkdhNd3nw&ust=1365022773607873

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=62_zrIFADNWUVM&tbnid=e2fx97fnLlgSLM:&ved=0CAUQjRw&url=http://blogger-hints-and-tips.blogspot.com/2010/04/linking-your-blog-to-social-networks.html&ei=1EZbUcPhNrG84AP1hICoAg&bvm=bv.44697112,d.dmg&psig=AFQjCNEcOCp68guroILQk7oxcfkdhNd3nw&ust=1365022773607873


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Social Media for Business

The biggest problem is keeping social media current

Tips and Tricks – Write for the week and schedule

– Tie Facebook to Twitter and YouTube

– Schedule time during “off” hours

– Advertise - as little as $1 a day.


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Holistic Approach = Brand Reputation

What is Content Brand Management?

• What people say about you online

• Correcting or responding to complaints

• Removing or suppressing negative information


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How do you monitor?

• Google yourself, your business or your products and look 5 pages back

• Sign up for News Alerts on Google

• Monitor review sites like Yelp

• Monitor Frequently!


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When bad things happen...

• Respond quickly and contritely

• Ask webmaster to remove content

• Create more content to bury content


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Q & A

What Does it Take? Essentials for Digital Marketing

Business

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