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DIGITAL MARKETING: GROW YOUR REACH ONLINECHRISTINA INGE, THOUGHTLIGHT/SLEEK MARKETING UNIVERSITY
THE DIGITAL MARKETING LANDSCAPE IS CHANGING
Channels
connect for
network
effects
Integrated
Technical
and
content
Mobile
Not a
broadcastUser-Centered
WHAT ARE YOUR CHANNELS?
• Concentrate where your users are
• Do 3 things right rather than try to
do 20 things
• Focus on content and create
substance-digital does not equal
ephemeral or low-value
WHAT WE’RE GOING TO COVER
• Tips for getting started or optimizing social, SEO, email, and
more
• Strategies to get more reach with the same, or less, time
• Tools to make it all easier
SOCIAL MEDIA
• Engage
• Get feedback
• Turn stakeholders into
advocates
IS FACEBOOK WORKING?
• Many brand pages get only 1-
8% engagement
• Increasingly a paid channel
• Groups
• To engage:
• Ask questions
• Talk about real-world programs
• Be friendly
• Use hashtags with common
sense=no more than 3
• Research influencers
• Take part in chats,
conference hashtags
• Don’t do “hashtag-jacking”
• Favorite for follows
WHAT ABOUT ALL THAT OTHER STUFF?
• Meerkat
• Snapchat
HOW OFTEN DO WE POST?
• No right or wrong answer
but at least 3x/week is a
minimum
• 80/20 rule
• Content curation is a
team sport
• Have a hashtag for
everything
SEO
SEO—STARTS WITH KNOWING HOW YOUR STAKEHOLDERS THINK
What are
they
searching
for?
When?How?
AND MAKING SURE YOUR SITE SAYS IT
• Google looks for keywords on your
page
• If you are about Sustainable Vegan
Snacks, your site will need to contain
those words
• A lot
• Also, will need to live in the code:
• Title tags
• Meta description
• Image ALT
SEO = USER EXPERIENCE + CONTENT + MOBILE + SOCIAL
• The most integrated of all digital strategies is how you show up in Google
• Old way = code your page and win
• New way =
• Code your page
• Get a lot of social buzz
• Load pages quickly
• Have a great mobile experience
• Be in the right place at the right time (local search)
• And get the right visitors
EMAIL AND BEYOND
• Still should be your #1 digital
channel besides your website
• Mobile is key
• Build from blogs, curated
content, UGC
FOLLOW THESE 5 RULES FOR EMAIL
• Simple: remember, it’s mobile
• Identifiable: use your logo, recent photos
• Predictable: regular, frequent cadence is key
• Honest: in your subject line, in your text
• Actionable: click here, do this is what people want
ADVERTISING IS NOT A DIRTY WORD
• Use social media to target people by appropriate interest
• Retarget your lists
• Retarget visitors
• Get a decent camera
• You do need video
• Hootsuite, Sprout Social, Tweetdeck
• Schedule & measure
• Google Analytics, KISSMetrics
• Litmus for email rendering
• https://developers.google.com or Pingdom for page loads
CONNECT THE DOTS
If your ad is showing on mobile,
it needs to go to a mobile-
friendly landing page
If you mention cost in your
Facebook post, it needs to go to
a landing page that covers costs
If you tweet your kids’ events,
make sure they are prominent
on your homepage
THANK YOU
• Christina Inge
• @ChristinaInge
• Meetup.com/Sleek-Bloggers-Meetup
