Digital Marketing Overview for Ginsberg's Food Show

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Ralph Legnini, Senior SEO/SMM Project Manager - @ruaralph2Noni Cavaliere – Social Engagement Magician @MissVersatilePaolo Vidali – PPC Specialist @PaoloRobot

SEO/SMM & PPC for Restauranteurs

Overview and Actionable Advice

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What do you have to do to get Google to like you?

You have a beautiful upscale contemporary Italian restaurant in Rhinebeck, NY.

So how come Google likes the pizza parlor down the road better?

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Your website is the Foundation for all Search Engine Optimization

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Like a nicely designed kitchen!

Search Engine OptimizationOptimizing your Website is like Optimizing your Kitchen – so the chef finds everything to be: • Logical • Efficient• Organized • Uncluttered • Functional

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“What could be more important than fantastic images of your delicious food?”

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If someone asked you about your restaurant – would you just show them a picture of a steak?

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…or show them a photo of a woman posing like a statue?

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…or maybe just some basic black stuff?

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…or make an artistic statement?

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Is a picture worth 1000 words???

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NO!! - Google Likes Actual Words!

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and Google Likes EACH Website Page to be about ONE Thing!

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To Impress Google:

• Each Website page should focus on ONE topic• The copywriting should NOT be multi-

dimensional• We recommend approximately 400 words of

copy for each of your website pages• The copy should include keywords related to

just that one topic• Your Meta Title & Description needs keywords

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A Meta Title Example

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What else can YOU do??

• Map and your address on each webpage• Menu – not a photocopy & not just a .pdf• Google Places & Local Google + Pages• Connect with others to acquire back links• Blog, blog, blog – and NOT just about your

wonderful food!!!• Include link buttons to your Social Media sites

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Noni Cavaliere, Community Manager, DragonSearch - @MissVersatile,

Social IS Your Community Your online community –first build, then listen A LOT

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Social is NOT an ad platform

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Social is a conversation-online

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Search Loves Social

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Source: BIA/Kelsey Group, User View Wave VII, May 2010

97%of online consumers research products & services

online before buying

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Got Social?

The Social Media Community: • Facebook • Twitter • Yelp• Google +• Foursquare• Pinterest

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People are looking for you

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Facebook

2013 :

• 106 BILLION active monthly users

• 680 million mobile users

Source: http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/

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Be Community

• Profile

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Be Community

• Community Page

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Be Community

• Group

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What’s for lunch?

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Step back and listen

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Next steps:

• Start a Facebook profile • Start a company page or group• Claim URL• Share Share Share Share• Connect

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What the Twitter?

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Conversation NOT an Ad

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Think in Neighborhoods

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Power of the #

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Hashtag Communities

• Finding related topics to your community

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Twitter Chat

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Next Steps

• Twitter Account • Search for a Twitter chats

– join the conversation• Share your Name• Talk to your community

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Reviews, Ratings & Talk About You

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• 71% to 83% of people use “Reviews” to influence purchase decisions

• 80% will change a decision based on negative reviews

Evidence of Social Influence

17%

83%

Social Influence on Purchasing

Does not use

Uses Online Reviews

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Start with

• Responding – HELPFULLY to reviews

the negative ones & positive ones

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People want to know you heard them

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What’s The End Objective

Show Me the Conversation!

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SEO & Social Media

• “The answer my friend, is blowing in the wind, the answer is blowing in the wind.” Bob Dylan

• SEO & Social are merging in ways no-one can accurately predict, that’s why it’s important to focus on both…then add PPC

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Paolo VidaliSr. Digital Marketing Strategist, DragonSearch

Local PPC Copywriting & Paid Search Advertising

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What is PPC?

• “Pay Per Click” advertising• Only pay when someone clicks• You bid on keywords or placements• You make ads to match those

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Text ads insearch results

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Banner or image ads

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Social ads

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Why PPC

• Incredibly measurable• Connect search phrases with great results

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Pay Per Click Ads

• Help you find new customers• Leverage your other online efforts• Is measurable in every way• Can be acutely targeted

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PPC Options

• Facebook• LinkedIn• Google AdWords• Bing & Yahoo Ads

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AdWords Express

• Promoted to Small Businesses• Very “Easy to use”

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Spending Big $ Fast

• Managing Daily Budgets• Monthly Budget• A Little Bit Adds Up

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Targeting

You can target your customers

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Facebook Ads

• Find a lot of people very quickly• Amplify your existing social media efforts

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Mobile Phones

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Restaurants & Mobile

More and more people turning to the web

Source: Google Mobile Search Moments Study

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Tablets

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Different Regions

• Radius• City, State, Country• Towns & Zip Codes

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Different Demographics

• Particularly in Facebook• People with specific interests• Genders• Age groups

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How do you reach people?

You only have text on a screen…

How can you write your own ads?

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Great Copywriting Starts Here

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What is Compelling Copy?

• Jumps Out Instantly!• Succinct.• Engages you immediately

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Call to Action

Go Do This! Fly a Kite! Buy Now!

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But the entire world

• Is PLASTERED• Here• There• Everywhere!• Over Here! • Me Me Me!

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Think of The Bachelor

You might be last in line

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Stand Out.

Your Unique Value Proposal

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So Get Ahead, Fast.

Here’s what you need to know

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1. Get to the point.

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2. You can be funny.

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3. Use the thesaurus.

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4. Get excited about it!

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5. Never leave someone hanging…

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You Have Passion.

Great food uses lots of senses & synapsesTactile Smell Taste Sight Temperature

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Homework

Write 3 paragraphs about something you LOVE

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More Homework

Now write 3 about something you’re just kinda sorta OK with. Nothing too exciting.

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Read Them.

Side by side!What’s the big difference?

A vs. B

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What’s the Diff?

• How did the endings differ?• How did you feel at the end?

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The Challenge

Can you turn your blah story into a love story?

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You Need a Value Proposition

What do I have?

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What do people want?

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Do other people have that?

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How is mine better?

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Put ‘Em Together

• Passion + Value

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Your passion will show

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Wrap It Up

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Top Tips

• Writing for your business means being effective

• Put your passion in• Call them to action• Be clever but not too clever• Test & test again

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PPC

• Help you find new customers• Leverage your other online marketing efforts• Is measurable in every way• Can be super targeted

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http://drsr.ch/ginsbergs

Ralph@dragonsearch.net | Twitter: @ruaralph2 Noni@dragonsearch.net | Twitter: @MissVersatilePaolo@dragonsearch.net | Twitter: @PaoloRobot

Thank You!

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