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High-level tactical guide to online marketing based on my experience.
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Online MarketingA Tactical Guide for non-Ninjas
by: Josh Breinlinger
Table of Stuff
• High Level Stuff• PAID Stuff• FREE Stuff• Other Important Stuff
Who is this for?
You: • Great marketer, but:– Confused by Twitter– Still think meta tags are important– Want to invest more in online marketing– Just don’t know the best way
This presentation covers the major tactics in online marketing and the tools and you’ll need to succeed.
Note: It does not cover email marketing, lead nurturing, messaging, corporate marketing, etc. That stuff is important too.
- Test, Measure, Optimize- Always, always, always. Never be afraid to test – just find a
way to test quickly and cheaply. If it works, invest more – if it doesn’t work, scrap it.
- Content is King. - Create it, syndicate it, repeat. Make it exceptional. Some
educational, some controversial, some funny.
- Play Nice- You want other people to link to you – link to them first.
Comment on their blogs, retweet their stuff.
Recurring Themes
Team
• How should you build your marketing team to optimize for online marketing?
Director / VP(sets strategy, priorities,
and blogs)
“Free” Marketing Manager (blogs,
manages, analyzes, optimizes)
Writer / Link-Builder (lots of articles)
Writer / Social Media Manager (handles
Twitter, FB, LinkedIn)
Designer (works w writers / blog / etc)
“Paid” Marketing Manager (affiliate, ads,
SEM)
SEM Consultant (~8% of spend)
SEO Advisor (~5 hrs/mo – provides
ideas / strategy)
Agile PR Firm(gets SEO, gets press)
Employee
Contractor
Goals
• Customer Acquisition– Your goal is customer acquisition. (if it’s not, it
should be) – It takes 4+ interactions with your business before
someone buys. – Interactions happen everywhere: search, ads,
friends, etc. – Therefore, you need to be everywhere.
• Be maniacal in your pursuit of this goal.• Create incentive, reward performance.
Stuff
SEM
• SEM is crack – don’t get addicted. The Basic Approach• Each Campaign, Many Ad Groups• 10-200 keywords per Ad Group• 2 ads per Ad Group (always testing)• Keyword (and neg keyword) discovery once a week• Ongoing bid and ad optimization on CPA
Test, Measure, Optimize
Day 0 90 180 3650
20406080
100 SEMSEOW-o-M
Stuff that I Recommend Duh Bing can deliver.
And at lower CPC.Competitors adspend and keywords.
Customer Acquisition Should Look something like this.
Crowdsourced ad creation.
Display Advertising
• Site Targeted Ads. This stuff won’t produce a positive ROI. Useful for branding, otherwise useless.
• Behavioral and Retargeting. It gets high ROI for many businesses. Test it.
• Your Creative – Is critical. Test, Measure, Optimize.
Stuff that I Recommend Self-serve retargeting
platformSelf-serve Flash templates
Easy Ad builder, testcreative
Affiliate Marketing• Depends on your business. B2C / eCommerce
works, B2B might. • Make sure to design something that’s: – Measurable– Fraud-proof– Pays immediate rewards– Focused on getting affiliates a high eCPM
• Or build your own partnerships w rev share
Stuff that I Recommend
High fees, but dominates market
Stuff
Content is King
You MUST be creating great content on an ongoing basis. It should be core to all of your activities. Your blog is central to this.
Stuff that works: • Top xx Lists• Infographics• Benchmark Data Reports• Video Tips• Interview Blog Posts• Guest Blogging
Syndicate• Seed w/ your “circle of trust.”
• 50 employees 250 friends each 12.5k impressions.
• Then go to all the other available sources. • Update status messages, tweet, share on
facebook, digg it, etc.
Stuff that I Recommend Yep, email it out $25 seeds with
500 visitors
PR *85% of people are unhappy with their PR
firm, because they don’t get SEO / Social. • Train your PR firm about SEO. They need to
know your keywords. • Build relationships with bloggers / tweeters –
not just press. Make a “friends” list.• Focus on getting long-term value from PR, not
short-term hits.
Stuff that I Recommend $200 per release –
Do 1 per monthFind influential bloggers Find influential tweeps
*Source: My ass
Look for relevant requests from reporters
SEO• Invest heavily• Keep site optimization in-house • URLs and Page Titles matter most• Use Webmaster tools, sitemaps• Focus most efforts on content / link-bait• Think everyday: “How can I get people to link
to me?” (but understand nofollows)
Stuff that I Recommend Cool browser
toolbarMake sure you have the right plug-ins
Great SEO tools and advice.
For sitemaps, speed,and errors
Spend your Time Like This
Keyword ResearchOnsite Optimiza-tionContent CreationLink Building
Long-Tail keywordmgmt
• Yes, it works. • What you need to do? – Export all users to csv – upload to Google contacts –
login to Twitter and invite contacts. – Monitor, Follow, Tweet, Retweet, Engage.– Full-time contractor should manage – someone who
already has 1k+ followers. – You can’t do this as your 18th priority. – Have fun with it – run a contest, giveaway, funny
links. Stuff that I Recommend Monitor, Engage. Good contractors for
$10-$20 per hour.
• Create a page, let fans own it• Put hooks, like button, facebook connect on
your site and in your emails• Give people news to talk about• Post pics of office, team, events, users, etc.• Ask users to post reviews / comments on page
Stuff that I Recommend
Contest app. Ecommerce stores
• Create a company page and a group• Invite your users• Use it for discussion, feature discovery• Answer relevant questions• Get all your employees involved
Stuff that I Recommend Doesn’t integrate well
All the OthersSyndicate articles here Answer questions here Syndicate videos here
Syndicate pics here
Syndicate ppts here
Create profiles here
Get bookmarks here
Playing Nice
• You’re reading relevant content all the time == opportunities.
• Force yourself to engage all the time. Favorite, Like, Comment, Retweet, Post to FB, etc. The seconds it takes to do will pay back big time. You need to make a habit of this.
Other
Customer Service
• It’s the new marketing. Stop measuring % of people that submit a ticket. Start measuring happiness.
Stuff that I Recommend Good feedback Good service Good insights
AT&T - BAD Zappo’s - GOOD
Good method –Implement NPS
Good supportinfrastructure
ConversionDon’t forget to look at conversion ratio. • Signup form – minimize fields, give value first• Landing pages – make a lot, customize, test• Social proof – show your customers – faces,
videos, quotes• Seals: BBB, TrustE, McAfee, etc – I don’t think
these really work
Stuff that I Recommend All-around tool –
landing page creatorSimple A/B tests
The End
I’d love to hear your comments and feedback.
http://twitter.com/jbreinlingerhttp://facebook.com/breinlingerhttp://www.linkedin.com/jbreinlinger