Digital MarketingWhich Tool is Right for Your Business?

December 9, 2015

Tom Wright

Founder / CEO

Red Cannonball

Who is this person?

Tom Wright is the Founder / CEO of Red

Cannonball, a Chicago-based agency serving as the

outsourced digital CMO for fast, aggressive,

growing companies. He oversees a team of internal

and external resources who are focused on

executing digital marketing tactics to drive sales

and revenue, conversions, and brand strategy for

Red Cannonball’s clients.

In addition to owning Red Cannonball, Tom

teaches classes at the Digital Professional Institute

and is the Co-Chair of the Marketing Committee

with the River North Business Association. Tom

holds a B.S. from Purdue University and a M.A.

from Northwestern University.Tom Wright

Founder / CEO

Red Cannonball

AgendaDecember 9, 2015

● Introduction

● Why Online Marketing

● Channels Available

● 2016 Predictions

● Q & A

First Steps

Figure Out Your Brand Strategy● Who are you? ● Where are you going?● Who is your target demographic?● Why?● Budget and expected ROI

Next Steps

Figure Out A Plan of Attack● What kind of budget do you have?● What results are you expecting?● What happens when this fails miserably?● How to prepare for success.

Channels Available

Many Tools Available To Reach The Right Customer● Social Media● Google Display● Content Creation● Google AdWords (PPC)● Social Media Advertising● Search Engine Optimization

Which Channel is Best for Your Business?

Google AdWords (PPC)● Pros

○ Great for both B2B and B2C

○ Able to get a fast return on investment

○ Able to test keywords and ads very quickly

● Cons

○ Some keywords can be very expensive

○ Takes a while for Quality Score to improve

○ Will not work well if website is not relevant to ads and keywords.

Google Display● Pros

○ More visual in nature

○ Able to test ads very quickly

○ Able to target based on demographics and behaviors

● Cons

○ Many ads are shown below the fold

○ Will show lots of impressions but not get many clicks

○ Cannot be as specific as keyword targeting

Social Media Advertising (Facebook Ads)● Pros

○ Great for B2C

○ Able to target Similar Audiences

○ Able to target key demographics

● Cons

○ Bad for B2B

○ Ads must be VERY visual

○ Cannot focus on keywords and queries

Search Engine Optimization● Pros

○ “Free”

○ Not paying for expensive clicks

○ Able to raise higher in the organic search results

● Cons

○ Takes a LONG time

○ Always changing algorithms and hard to keep up

○ Not really “Free” as paying for experts and content

Local Search Engine Optimization● Pros

○ Reviews are shown for your business

○ Great for local businesses and franchises

○ Show up in the map section of Google search

● Cons

○ Reviews are shown for your business

○ Only 3-4 spots available in map section

○ Not great for larger companies and e-commerce

Social Media● Pros

○ Engage with your audience

○ Able to be very communicative

○ Target your customers and bring them to your site

● Cons

○ Always have to keep up with customer responses

○ Run the risk of a Twitter fail with scheduled tweets

○ Always run the risk of a bad message. Once it is out there, it can spiral

Content Creation● Pros

○ Great for Search Engine Optimization

○ Able to craft your message on your website

○ Able to be picked up and shared by other websites

● Cons

○ Can be very expensive for writers and video

○ Have to find the right writers and videographers

○ Takes a long time to craft the copy and the video

Tools For Your Business (write these down)

Google Analytics● Pros

○ Actually Free

○ Training available from lots of sources

○ Track demographics, user behavior, goals

● Cons

○ …

○ Well…

○ None

Google PageSpeed Insights● Pros

○ Free

○ Gives recommendations on what to fix

○ Shows your performance for Mobile and Desktop

● Cons

○ You will get very frustrated

○ Some plugins are disallowed by hosting providers

○ Will need to work with a developer to change some of the JavaScript

Google Webmaster Tools● Pros

○ Makes sure Google can read your site

○ Gives recommendations on what to fix

○ Can disallow certain pages from being indexed

● Cons

○ Again, you will get frustrated with all the little things

○ Hard to understand the changes that need to be made

○ Will need to work with a developer to implement the changes

Google Keyword Planner● Pros

○ Get ideas for keyword research

○ Shows competitiveness of keywords

○ Breaks out keywords into ad groups for easy AdWords integration

● Cons

○ Not that accurate

○ Bid recommendations are off

○ Have to have an AdWords account

Predictions for 2016

Predictions for 2016● Penalties for Slow Sites

● More Relevant Mobile

● Less Relevant Tablets

● Content, Content, Content

● More Penalties for Spam

● Google Mobile App Tracking