Marketing Into Profit

Online Marketing Agency

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Elle Spektor | Marketing & Events Coordinator

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Danielle Ripps | Marketing Consultant

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A Holistic Approach to Online Marketing: Turning Your Marketing Into Profit

Find out more about Ajax Union's services at: www.AjaxUnion.com

Welcome!

• Please ask questions at the end• Post/comment on facebook.com/ajaxunion

• Tweet @ajaxunion and at #AjaxSeminar• Follow up! [email protected]

Today’s Agenda

Today We Will Go Over…

• Setting Your Online Marketing Goals• An SEO Overview: How to Pick the Right Keywords• How To: Jumpstart Your Business With Google AdWords• Creative Content Marketing Strategies • Social Media: Branding and Engagement• Building An Email List: Email Marketing• Tell Your Story With Online Video

Who Does It Right?

Who Does It Right?

How you can do it right and turn a profit!

Setting Your Online Marketing Goals

“If you fail to plan, then you’re planning to fail.”

Be sure to prepare goals for your holistic online marketing agenda, as well as individual strategy-related goals.

What Are YOUR Online Marketing

Goals?

Common Questions for New Advertisers

What is my competitive advantage? Which keywords should

I use?

How do I get my website in the #1 position on Google?

What is my marketing budget?

How do I write a great ad?

Which strategy should I focus on for my business?

Answers you should have before beginning your marketing strategy

How much is a customer worth?

Who is my target audience?

What is most important-branding or sales?

Do I have the bandwidth to support?

How do I define success?

How much am I willing to spend to acquire a new customer?

California, here we come.

Online Marketing Gives You More Options

Tweet to us: #AjaxSeminar

On-site Search Engine Optimization

This screen grab, from KiwiSEO.com, outlines some of the SEO weaknesses on the Macys.com website. Strengthening on-site SEO is foundational to ranking better long term in search results, and regular maintenance helps keep your site ahead of the curve when search algorithms are updates.

The Anatomy of a Search Results Page

Natural, Organic SEO results

Google AdWords Ads

5 Steps To SEO Success

1) Research Your Competitors2) Target The Right Keywords3) Make Sure Those Keywords

Are On Your Website4) Build High-Quality Links

through adding unique, fresh content that is keyword rich

5) Measure Your Results And Optimize

Google AdWords


A Paradigm Shift

Traditional Advertising Advertising Through Google

Customers

Google AdWords 101

AdWords is Google’s online advertising platform that can help you drive interested people to your website.

Google AdWords 101

Google now combs through billions of webpages most relevant to “window repair”

Google AdWords 101

• Millions of searches on Google each day. Take advantage of them.• You create ads for your business and choose when you want them to

appear on Google above or next to relevant search results• Ads show when someone searches for that search result or related

words• Ads show when potential customers are most interested in your product

or service• Customers can see that you’re open for their business

9 Ways AdWords Will JumpStart Your Business

1. Get relevant traffic to your website2. Only pay when people come to your site3. Optimize for the keywords that convert4. Target specific audience5. Customize your message6. Spend as much or as little as you like7. Remarket to those who click on your ad, but

did not buy8. Most effective return on ad spend9. Measurable ROI

Ajax Union has certified Google Trainers and experts. You can get certified, too!

How Can Remarketing Help My Business?

• Follows visitors who have been to your site• Brings customers back to your page to complete an action• Out of sight, out of mind• Can target different ads for users who searched different products

Content Optimization


Content Marketing

Does Your BusinessHave a Content Strategy?

Understand your target audience and target content to them

● Tell your company’s story through content ● Establish yourself as an authority in your industry● Post and share relevant news to your audience● Remarkable content is rewarded

Companies that blog have 97% more inbound links-HubSpot

Great content helps move your leads through the buying process.

But How Do I Make Content Great?

Create Original ContentGoogle’s algorithm update prevents bad content from ranking highly. Your ideas should be original!

Write Powerful Headlines 80% of people will read your headlines. But only 20% of those people will read the content!

Add Pictures and Video Add pictures and videos that help add value. It will enhance your readers’ experience.

Ajax Union’s Three Pillars Of Quality Content

4 Content Marketing To-Do’s

1. Create a Content Marketing Mission Statement2. Ask “Why?” for Each Channel You Use3. Make Sure Your Team Is On The Same Page 4. Tell a Different Story!

Procter & Gamble: www.HomeMadeSimple.com

“Enabling women to have more quality time with their

families”

10 Million subscribers. Short recipes and home organization tips meet the overall, editorial mission.

Ajax Union: Helping Business Owners Grow Their Companies Online Through Internet Marketing Services And Informational Marketing Content

Where Can You Use Great Content?

“Marketing Is Impossible Without

Great Content.”

• Blogging• Articles• Press Releases• eBooks• Infographics • Case studies • How-to guides• Live Events•Webinars

Content for your company can be presented in a variety of media, including:

So You Have Content.Now What?

Social Media


Social Media: Branding and Engagement

Social media can help you…

• Brand your business– Demonstrate credibility– Highlight existing products/projects/promotions– Showcase customer service

• Build a targeted fan base of potential customers • Build an organic list • Stay top of mind with current and potential customers

• Having a Facebook, Twitter, etc. is essentially as important as having a website.

SM campaigns vs. "doing social media"

Step 1: Figure Out Why You Want To Be On Social - What am I trying to accomplish?• Generate sales/conversions • Boost fans/follows/connections/etc.• Brand your business• Collect email addresses for later marketing• Support SEO

A social media campaign goes beyond tweeting your heart out or even designing a custom Facebook application.

It is a goal-oriented, measurable strategy to boost your business via social networks.


Step 2: Define Strategy - How am I going to achieve my goals?

● Pick your social networks○ Facebook, Twitter, LinkedIn, Pinterest, Instagram, etc.

● Determine a marketing calendar and strategy○ Holidays? Promotions?

● Itemize resources○ Ad budget, time, cross promotions, promotional ideas


Step 3: Define Tracking - How can I measure the success of my campaign?• Figure out what you are going to use and when you are going to check it• Tools of trade: Facebook Insights, Google Analytics, website's backend, Email Service Provider

The Big 4 Social Networks

These are the 4 Networks we’d recommend getting started with:

Rear View Safety Example

What can you do to improve your social marketing strategy?

Social Media Content

What kind of content should I post on social media?

• Product-Service-Company 35%

• Fun and Entertaining 20%

• Engagement-Oriented 13%

• Informative and Useful 15%

• Culturally Significant 10%

• Social Awareness 10%

Great Social Media Campaigns

Email Marketing

Tweet to us: #AjaxUnionSeminar

Building An Email List: Email Marketing

• Make sure your website has an opt-in registration to your join your email list

• Ask for a co-sponsored email from an online content site• Use sites like LinkedIn, JigSaw, Lead411 and other lead directories

to find leads • Manage a template email that your sales team can use to send to

contacts found in lead directories. • Should you buy a list?

Choose an ESP

Five Things to Consider When Choosing an Email Service Provider.

• Make sure the provider’s application is intuitive and easy to use. • Research ESP prices so you can accurately estimate your costs. • Can you keep your send lists organized and maintained through your account? Find out! • Will they manage responses, remove opt-outs from future lists, and provide tracking reports? • What type of lead nurturing software do they offer so that you can manage contacts as they move through your email marketing and into your sales cycle?

WE RECOMMEND:

Optimize Your Call To Action

• Eye-catching; first thing readers see • Easy to understand • Above-the-fold• Link to the proper landing page•Offer value-promotion, etc. • Have a simple registration form

Dissecting an Email Campaign Template

Video Marketing

Tweet to us: #AjaxUnionSeminar

Video Marketing Figures & Stats

“People spend 20 seconds on video.”

YouTube is the second largest Search Engine!

• More than 1 billion unique users visit YouTube each month

• Allows audience to get to know you, your company, and products

• Highlight specific products and promotions• Can target potential customers on YouTube

Putting Video on Your Website

• Having videos on your site helps improve your conversion rate!

• Video Types and Placement:General company video – perfect for homepage!Product videos – specific product pagesFun videos – great for an ‘About Us’ page

Product Videos on Your Website

• Ideas for product videos:– More views and angles of a

product– Instructional/how-to video

for the product– Testimonials/reviews about

the product from past customers

WATCH: http://www.youtube.com/watch?v=nFeb6YBftHE

Orabrush is the first product to go from no sales online or offline, to nationwide retail distribution just using YouTube.

http://www.youtube.com/watch?v=nFeb6YBftHE

Check out GrowTime! A web series where CEO Joe Apfelbaum talks about

business, marketing, and technology!

www.growtime.tv

http://www.growtime.tv/

Check Out Our YouTube Channel

http://youtube.com/ajaxunion

Tying it All Together: Final Thoughts

Each of these strategies is only one slice of the orange… use these marketing strategies in conjunction with one another for faster, more effective results!

• SEO• PPC• Social• Content• Email• Video• Much, Much More!

Take Away

Marketing is all about testing! Focus on your goals, know who you are looking to target, and how much you are able to invest. Online marketing is extremely

measurable-find out what works and use that to your advantage.

• Focus on goals• Know your audience • Track your data

Quick Recap

Today We Discussed…

• Setting Your Online Marketing Goals• An SEO Overview: How to Pick the Right Keywords• How To: Jumpstart Your Business With Google AdWords• Creative Content Marketing Strategies • Social Media: Branding and Engagement• Building An Email List: Email Marketing• Tell Your Story With Online Video

SPECIAL BONUS!

2014 Digital Marketing Panel

Look for an email tomorrow morning for one complimentary seat to our digital marketing panel!

For more events, visit www.ajaxunion.com/events

Thank you!

Find out more about Ajax Union: www.ajaxunion.com

What Strategies Are YOUGoing to Implement TODAY?

Find out more about Ajax Union: www.ajaxunion.com

Questions?Comments?Concerns?