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Your Online Marketing MixHow to Select the RIGHT Digital Marketing Tactics for Your Business
Agenda
Most common digital marketing tactics used by small businesses
The unique purpose of each tactic How different tactics can be used to
enhance each other in an online marketing “mix”
How each tactic plays a role in your “online sales funnel”
Factors involved in choosing the right tactics for your businessDownload this slide deck at http://bit.ly/digitalmix2015
Q&A
Please ask questions along the way!
Download this slide deck at http://bit.ly/digitalmix2015
About Me
Coding since 6 years old
Creating websites since 1997
Working in e-commerce for 10 years
Marketing MBA
Download this slide deck at http://bit.ly/digitalmix2015
Download this slide deck at http://bit.ly/digitalmix2015
Most CommonTactics
Common Tactics
SEO (Search Engine Optimization)
PPC (Pay-Per-Click) Banner/Display Social Ads Content Discovery SEM (search engine PPC) Comparison Shopping
Engines Retargeting
Content marketing Blogging Podcasting Whitepapers, E-books, etc. Video
Social Media Email Marketing Affiliate Marketing Conversion
OptimizationDownload this slide deck at http://bit.ly/digitalmix2015
Common Digital Tactics
Download this slide deck at http://bit.ly/digitalmix2015
Purpose of Each Tactic
Purpose
Get people to visit your website when they are searching for your products/services
Establish brand awareness by repeatedly showing up in the results for various related searches
Download this slide deck at http://bit.ly/digitalmix2015
SEO (Search Engine Optimization)
Purpose
Get people to visit your website When they are searching for your products/services
(SEM) or
Because they meet certain demographic/behavioral criteria
Establish brand awareness by Repeatedly showing up in the results for various
related searches or
“Stalking” website visitors across the web with your ads
Download this slide deck at http://bit.ly/digitalmix2015
PPC (Pay Per Click)
Purpose
Get people to visit your website When they are searching for information related to
your products/services
Establish thought leadership Prove that you really are an expert on your topic
Convert Website visitors to email subscribers or leads
Download this slide deck at http://bit.ly/digitalmix2015
Content Marketing
Purpose
Establish thought leadership Prove that you really are an expert on your topic
Build and nurture relationships with Prospects
Brand champions
Existing customers
Strategic partners
Download this slide deck at http://bit.ly/digitalmix2015
Social Media
Purpose
Get people to visit your website
Establish thought leadership Prove that you really are an expert on your topic
Build and nurture relationships with Prospects
Existing customers
Convert Subscribers to leads
Download this slide deck at http://bit.ly/digitalmix2015
Email Marketing
Purpose
Harness the power of other company’s networks and marketing efforts by offering them an incentive to generate leads/sales for you
Download this slide deck at http://bit.ly/digitalmix2015
Affiliate Marketing
Purpose
Crucial tactic that involves figuring out what makes people move onto the next step of the sales funnel
Involves ongoing testing/measuring
Do more of what works and less of what doesn’t
Download this slide deck at http://bit.ly/digitalmix2015
Conversion Optimization
Download this slide deck at http://bit.ly/digitalmix2015
PROs & CONs
PROs & CONs
PRO: Can generate a lot of “free” traffic
PRO: Tends to produce higher quality leads than PPC
CON: Time consuming, requires constant content marketing & strong social media
CON: Takes a long time to work
CON: Technical aspects of SEO are hard to “DIY”
Download this slide deck at http://bit.ly/digitalmix2015
SEO
PROs & CONs
PRO: Instant
PRO: Large amount of exposure
CON: Can be very expensive
CON: Hard to “DIY”
Download this slide deck at http://bit.ly/digitalmix2015
PPC
PROs & CONs
PRO: Creates invaluable thought leadership
PRO: Helps convert site visitors into leads/subscribers
CON: Super time consuming
CON: Can be outsourced, but not fully (you still need to participate) and is expensive to outsource
Download this slide deck at http://bit.ly/digitalmix2015
Content
PROs & CONs
PRO: Creates invaluable thought leadership
PRO: Builds invaluable relationships
PRO: Enhances SEO
CON: Super time consuming
CON: Can be outsourced, but not fully (you still need to participate) and is expensive to outsource
Download this slide deck at http://bit.ly/digitalmix2015
Social
PROs & CONs
PRO: Inexpensive
PRO: Nurtures & converts
CON: Can be a bit time consuming
CON: Need to be consistent
Download this slide deck at http://bit.ly/digitalmix2015
Email Marketing
PROs & CONs
PRO: Others do the heavy lifting
CON: Have to give up a piece of the pie
CON: Need to find/solicit good affiliates
Download this slide deck at http://bit.ly/digitalmix2015
Affiliate Marketing
PROs & CONs
PRO: Guaranteed results
CON: Time-consuming
CON: Technical (hard to “DIY”)
Download this slide deck at http://bit.ly/digitalmix2015
Conversion Optimization
Download this slide deck at http://bit.ly/digitalmix2015
How TacticsEnhance Each
Other
How Tactics Interact
Download this slide deck at http://bit.ly/digitalmix2015
More traffic on Content
Marketing
More links & social shares
Enhances SEO,
Builds Email List & Social Followers
SEO, PPC, Social,
Affiliate, Email
Download this slide deck at http://bit.ly/digitalmix2015
Online Sales Funnel
Online Sales Funnel
Download this slide deck at http://bit.ly/MAXLINK5
My Online Sales FunnelSEO & Social Media
Blog Articles
Downloads
Email Mktg
Webinars
LEADS
Download this slide deck at http://bit.ly/digitalmix2015
Choosing the Right Tactics
The Right Tactics
Download this slide deck at http://bit.ly/digitalmix2015
TimeMone
y
PPC
SEO
Social
Affiliate
Content
Conversion
Optimization
The Right Tactics
Download this slide deck at http://bit.ly/digitalmix2015
Long Sales Cycle
Short Sales Cycle
PPC
SEO
Social
Affiliate
Content
Conversion
Optimization
Download this slide deck at http://bit.ly/digitalmix2015
RECAP
Recap
Download this slide deck at http://bit.ly/digitalmix2015
Common tactics & purpose SEO & PPC
▪ Site Visitors▪ Brand Awareness
Content Marketing▪ Site Visitors▪ Thought Leadership▪ Convert site visitors to
subscribers/leads Social Media
▪ Thought leadership▪ Build & nurture relationships
Email Marketing▪ Thought leadership▪ Build & nurture relationships▪ Convert subscribers to leads/sales
Affiliate Marketing▪ Harness power of others
Conversion Optimization▪ Test & do more of what works
How tactics interact Tactics that bring more traffic
cause enhanced SEO & email list growth
Then that brings more traffic…
Rinse, repeat
Factors to Consider▪ Time vs. Money▪ Short vs. Long Sales Cycle
Download this slide deck at
http://bit.ly/digitalmix2015
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