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Websites, Social Media, & More! Andrea Fischetti Chicago Pet

Online Marketing for Pet Sitters

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Page 1: Online Marketing for Pet Sitters

Websites, Social Media, & More!

Andrea FischettiChicago Pet Video

Page 2: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

Live and work in Chicago Five years experience with video and film Travel the country working on projects Two companies:

1. Contemporary Creative Productions▪ Clients: Hotels, resorts, conferences, events,

marketing agencies, social media management groups

2. Chicago Pet Video▪ Only production company in the country that

specializes in filming animals▪ Clients: Pet and horse products and services▪ Uses video for targeted online advertising

Page 3: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

Why is visual content important? Internet Marketing 101

Website & SEM Social Media

Advanced Topics Email / Newsletter Blog

Spotlight on Video MarketingTake Home Tips

Page 4: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

People are visually-oriented Picture is worth a thousand wordsVideo is worth a million words (?!?)Convey your message and brand

building

Page 5: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

1. Website & SEM2. Social Media-------3. Email / Newsletter4. Blog5. Video

Page 6: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

1. Website

Wordpress (or similar) are great for limited budgets

Contact info is easy to find▪ Location, e-mail, phone number, and/or submission

page

Page 7: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

1. Website (cont’d) Strategize your site content GOAL = get onto the first page of search

results▪ Most customers don’t bother to go to the 2nd page

of results

Page 8: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

1. Website (cont’d)Alphabet Soup…

Search Engine Marketing (SEM) = Both paid search results (eg. Google Adwords) and organic search results (SEO)▪ The wider discipline that incorporates SEO▪ Purchase the relevant keywords for your business

and purpose▪ Pay-per-click advertising

Search Engine Optimization (SEO) = Determines your webpage presence (esp. page ranking) on the search result in search engines▪ Focuses on building traffic

Page 9: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

1. Website (cont’d)Alphabet Soup… (cont’d)

Search Engine Marketing Management (SEMM) ▪ Similar to SEO but focuses on return on investment

(ROI) instead of just building traffic▪ Focus on web page layout design and how the

content and info is displayed

Page 10: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

1. Website (cont’d) Internal SEO

▪ Page URL: Short, properly spelled, and easy to remember

▪ Title Tags: Name each page▪ Sitemap: Helps site to be crawled and indexed by search

engines ▪ 404 Custom Page: Custom error page rather than a

broken link▪ Headings: Give clear hierarchy to site and keywords in

heading▪ Image Optimization: Attach a description to each

image▪ Keywords: Use in body of text on site but MUST BE

RELEVANT to your content

Page 11: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

1. Website (cont’d) External SEO

▪ Directory: Submit your website to relevant online directories

▪ Social Bookmarking: Use sites like Reddit, Digg, StumbleUpon, etc.

▪ Blog Activity: Comment and engage on other’s blogs

▪ Q&A websites / forums: Engage and interact with others

Page 12: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

1. Website (cont’d) Regularly update content on your site

▪ Updates show activity and tells crawlers that the site is in operation

▪ High quality content will keep visitors returning Google Ads

▪ Researching and purchasing keywords makes online advertising easy

Watch your reports▪ Compare traffic before and after changes to gauge

effectiveness

Page 13: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

2. Social Media 55% of consumers disappointed by brands’

communication on social media 9 in 10 consumers said they were unlikely to

buy from a brand that ignored their complaints on Facebook or Twitter (2012 Conversocial study)

Businesses can no longer control their brand’s image entirely▪ BUT, they do have an opportunity to participate in the

conversation and send messages using the same tools and channels as consumers.

Page 14: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

2. Social Media (cont’d) Think of your audience!!!

▪ Real conversations, authentic content, active engagement

Facebook 2-3 times per week▪ Avoid overt marketing messages

Twitter 2-3 times per day ▪ Manage with HootSuite or similar

LinkedIn 1 time per week▪ Keep it business-related (no cat photos!)▪ Online groups/forums offer FREE learning opportunities

Page 15: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

3. Email/NewsletterWhy is it so great? Targeted marketing More people have email than social media

accounts Personal contact More attention and “face”-time A medium through which customers are

used to receiving marketing messages

Page 16: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

3. Email/NewsletterHow to do it well: MailChimp, Constant Contact, etc. Be careful with how you manage your

contacts Post at regular time intervals Be a resource! Calendar/Events in your community

Page 17: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

4. Blog Wordpress themes More effective than social media!

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Andrea FischettiChicago Pet Video

5. Video

Barriers to video: Time – Too much work! Money – We can’t afford it! Perception – It doesn’t increase sales or

donors!

These reasons are wrong.  

Page 19: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

5. VideoReasons to do video:

The truth is that online video marketing is: ▪ Fairly inexpensive (and thus quite affordable to

many businesses) ▪ Online videos will always accessible to consumers

and prospects for a long time, thus, they are cost-effective

Page 20: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

5. Video Reasons to do video (cont’d) :

Search Engine Optimization (more hits to your site)

Increased stay on your site Increased sales Increased customer satisfaction Decreased product returns Video can be incorporated into all of the

marketing channels mentioned today!

Page 21: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

Make video that is: Engaging Enjoyable to watch Customers will comment on Customers will share Can optimize traffic

Good return on investment

Page 22: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

#1: Identify your audience Who is your audience? What does your audience want? What will your audience share? What will keep them coming back? What audience do you want?

#2: What is the message you want to send?

DIYers

Page 23: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

#3: Don’t forget a call to action

#4: Length As video length goes up, viewership goes

down Multiple, shorter videos is better

#5: Engaging and Interactive Make sure the first few seconds are very

compelling

Page 24: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

Video #1

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Andrea FischettiChicago Pet Video

Video #2

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Andrea FischettiChicago Pet Video

Video #3

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Andrea FischettiChicago Pet Video

Video #4

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Andrea FischettiChicago Pet Video

Video #5

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Andrea FischettiChicago Pet Video

1. Consider your audience

2. Watch your stats – what is popular?

3. Be on the lookout for things that are new, informative, and interesting

Page 30: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

Why Is Visual Content Important? Internet Marketing 101

Website & SEM Social Media

Advanced Topics Email / Newsletter Blog

Spotlight on Video MarketingTake Home Tips

Page 31: Online Marketing for Pet Sitters

Andrea FischettiChicago Pet Video

Questions?