Digital Marketing 101: Everything You Need To KnowPresented by Folsom Creative in Collaboration With Inteum Company LLC

2014-2015

WHATMATTERSMOST?The Best MarketingPractices of 2014-15

SocialMedia

ContentMarketin

g

Analytics

Web Design

SEO

AGENDATable of Contents

1. Introduction

2. Conversion

Funnels

3. Blogging

4. Social Media

5. SEO

6. PPC | Adwords

7. Calls to Action

8. Landing Pages

11.Email

Marketing

12.Leads & Sales

11.Customers

12.Analytics

13.Tech Publisher

14.Q&A

15.Wrap Up

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Conversion Funnel BreakdownConverting your visitors into leads

Content

Interaction

Sales

Blogging

Social Media

Calls to Action

Landing Pages

Lead Nurturing

Sales Processes

SEO & Paid

Search

On Site

OptimizationEmail Marketing

Thank You Pages

Recurring

CustomersAnalytics

CONTENT

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BloggingYour First Step In Content Marketing

Why Should I Blog?Blogging provides updated relevant content to your website. Keeping content up to date keeps visitors coming

back and helps Google rank your site more effectively.

What is a blog?Blogs are a collection of articles, targeted to your audience.

Blog articles are generally 300-500, contain images, and allow

user interaction through commenting.

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SOCIAL MEDIAReaching users through the sites they visit most

• Increase brand awareness• Reach new users• Target your message• Drive traffic

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SEO & Paid Search (SEM)Optimizing content and advertising to reach a larger audience

RESEARCH STRATEGY TEST DISTRIBUTE

KeywordsCompetitionDemographicsGeo Location

BudgetContentAd CopyQuantity

A/B TestingQuality ScoreKPI’sROI

BloggingSocial MediaAdwordsSocial Ads

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On Site OptimizationMaximizing the value of your site

What should you optimize?Images: Reducing image size helps sites load faster.

Meta: Properly tag content and media.

Code: Reduce script size & quantity.

Cache: Serve static copies of your content.

Compression: Reduce the size of your site.

Rich Snippets: Tagging addresses, reviews, authors.

INTERACTION

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Calls to ActionDrive interactions with a variety of calls to action

Learn More Opt-In

Newsletter Signup

Click to Call

Restricted Content

On Site Chat

Grab Their Attention!Visitors won’t always call. It is important to offer opt-in strategies for clients at different stages of the buying

process. Monitoring the call to action that the user interacted with, will give you a great deal of information. Are

they qualified, just looking for pre sales information, or just a fan of your content?

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Landing PagesFine Tuned Content For Your Targeted Audience

What goes on the landing page?Most highly convertible landing pages consist of a keyword rich message, a captivating graphic, and an offer. In

most cases the landing page will request a few basic contact details in exchange for a whitepaper, sales call, etc…

What is a landing page?Landing pages are highly targeted to the user viewing the

page. Often times ad campaigns will drive users to the landing

page.

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Email Marketing Works!After your visitors have opted-in via your

website, you can deliver hand tailored content

directly to their inbox. By creating different lists

of subscribers, you can create targeted email

campaigns based on the users likelihood of

becoming a customer. Emails can consist of blog

updates, marketing messages, and upcoming

events.

Email MarketingReaching out to your clients via their inbox

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Thank You PagesTracking your visitors actions through thank you pages

The Thank You Page:After a user completes any site interaction (opt-in form) you

should direct them to a thank you page. This page should

contain additional resources, a download, or additional

information regarding the opt-in.

Using analytics, you can track how the user made it to the

thank you page, and will allow you to track conversions.

SALES

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Lead NurturingBuild confidence and trust before selling.

New Leads

Qualified

Target Email Campaign

Sales Demo

Highly Qualified

Sales

Make them Hungry:New leads aren’t always ready to become a

customer. In some situations you will find a highly

qualified lead that can go directly to sales. In other

cases you should nurture your lead by offering

them different types of enticing content. Those

who interact with the content most, then gain

priority to the sales process. Identifying highly

convertible leads will increase conversion rates and

reduce wasted sales efforts.

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SalesConvert your leads to customers

Marketing Past Your Site:Marketing to your leads should flow well

into your sales process. Keeping the sales

flow from your website or other

marketing tools is important. Create a

sales process that complements your

marketing message and close more

customers by offering solutions that are

specific to their needs.

ProblemSolution

CustomerSatisfactionTime

Solution

Quality

Availability &

Efficiency Listening to the

customer

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Recurring CustomersKeep your current customers in the loop

Resell to your customers:Reselling to your customers is much easier by

keeping them in an extension of your lead

nurturing strategy. Continuing to email current

customers offers, updates, and request to do

business will lead to more customers coming

back for more. Recurring customers are also

more likely to refer your company or to become

brand ambassadors.

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AnalyticsMeasuring your marketing performance

Keeping track of KPIs:Be sure to keep some form of analytical data to

determine how your marketing campaign is

performing. Tools like Google Analytics can help

you monitor how customers are using your site

and can help you track users through your

conversion funnel. Many CRMs also have some

form of lead tracking to kelp you track

wins/losses and recurring customers. Measuring

your performance is key for setting new goals.

Technology Publisher

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Inteum Technology PublisherA practical approach to marketing with the Inteum Technology Publisher

What does an integration look like?Main Website• Company Landing Page

• Service/Offering Overviews

• News/Blog

• Social Media Integration

• Newsletter Signup

• Mobile Friendly Design

Inteum Technology Publisher• Integrated Look and Feel

• Cross Platform Linking

• Social Media Integration

• Mobile Friendly Design

http://csuventures.org

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Inteum Technology Publisher (continued)A practical approach to marketing with the Inteum Technology Publisher

How can I benefit from an integration?Integrating Technology Publisher and your current web

marketing strategy is incredibly simple. When used properly,

your web marketing platform will help drive more traffic to

your Technology Publisher site. The increase in traffic and

platform cohesion will help you identify more leads and

increase the potential of your entire marketing campaign.

http://csuventures.org

QUESTION & ANSWERS

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