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• Radio • TV• Newspaper /
Magazine• Direct Mail
• Outdoor• Tradeshows• Sales booklet• Sales Outreach
• Radio • TV• Newspaper / Magazine• Direct Mail• Outdoor• Tradeshows• Sales Brochures• Sales Outreach• CRMs• ERPs• CMS• E-Commerce• YouTube
• Facebook• Twitter• Instagram• Pinterest • LinkedIn• Mobile websites• Mobile apps• Your Website• Other Websites• Google (search engines)• News websites• Mobile• Tablet
Table of Contents• The Power of Web• Improving website success• Content marketing• Search engine optimization (SEO)• Search engine marketing (SEM)
• Canadian privacy laws• Email marketing• AODA• Website Development tips (8)• Social media (fast tips)
Fertility Ontario• Old website – 1.2%• New website without content marketing – 2.1%
(75%+)• New website w/ content marketing – 8.4% lead
conversion (300%+)
• 600% overall increase in leads
Trust• Non-paid
• Strong algorithm yielding relevant results
• On the flip side, you get relevant, (Google-qualified) potential customers
Free Tool: Google AdWords Keyword Planner (write this down)
• Provides search volume data for specified keywords in specified geo-locations
Main elements include:• Titles
• URL structure
• H1/H2/H3 headings
• Textual content
URL Structure
H1/H2/H3 heading
Textual content
Title
Google local• About half (48%) of the
non-marcomm attendees don’t have their G+ page set up.
• Create G+ local page
• Optimize page (complete page, text, images, reviews, verify listing)
Two main factors:Quantity• # of raw links to your site• # of unique referring
domains
Quality• High authority sites• Relevant sites/pages
6 Action items: 1. Reach out to business partners and directories for a link
2. Develop good content (link bait)• Canada's
Most Vulgar Cities: Ontario Tops List (INFOGRAPHIC)
4. Guest blog5. News write-ups on your company (politely ask the editor/journalist)
3. Enable and encourage social sharing• Free Tools: ShareThis, AddThis
6 Action items:
The Pitfalls• Unnatural link profile• Spammy links (Penguin, 2012) • Over-optimized anchor text• Link velocity
Summary• Develop good quality content
• Tougher penalties, choose SEO vendor that prescribes to best practices long-term
Greater control• Control costs with maximum cost-per-click (CPC)• Better visibility (placement + extensions)• Instantly turn on/off• Messaging aligns with query• Target locations, devices, time of day / day of
week
Why Google Display Network (GDN)?• GDN reaches over 83% of unique
Internet users around the world
• 4% of online time is spent on search
Targeting options• Locations• Keyword contextual• Topics (of sites)• Interest (of users)• Managed placements (targeting specific
sites on GDN)• Remarketing (think: purchase cycle!)
Why Facebook Ads?• Market penetration (50%+ across all
ages/genders)• Where consumers spend time• Unique targeting options
• Affordable• CPMs range from $0.15 to $3.00• CPCs range from $0.50 to $1.00
PRIVACY LAWSPrivacy Law section supported
by and courtesy of Harrison Pensa LLP
This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.
We currently fall under PIPEDA
This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.
• Attain consent for email marketing• Use information for purposes in
which it was collected• Add a Privacy Policy to your website• Promotion-type emails (vs. service-
type) are technically to have an unsubscribe
• Control opt-out better with a Manage Subscription page
Some privacy tips and things to know (current):
This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.
• Likely coming into effect in 2014• CRTC requiring proactive opt-in• 2 year implied rule on customers• May or may not grandfather (up on the air)• Opens the door for civil or class action
ligitation
Upcoming privacy law – Canadian Anti-Spam Law (CASL)
This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.
• Final Reminder• An Invite to Connect• Tomorrow's Social Event
Don’t use more than 4 words in your subject line. Examples could be:
• Can lead to lower open rate• Can get caught in more junk
folders
Avoid characters like exclamation marks and CAPITALS LIKE THIS…!!!
AODA• Affects Ontario-based, private sector, 50+ employee
companies • Enforced as of Jan. 1, 2014• Affects all web content (and websites) published since Jan.
1 2012 • Websites must comply with WCAG 2.0 level A
• Background and font colour not contrasting• Missing alt tags• Poor navigation (i.e. using tab button)• Language must be programmatically determined• Missing labels and form instructions
EXAMPLES OF COMMON ERRORS
Complimentary AODA website audit – [email protected]
• Open source CMS (recommended)• Assess vendor expertise• Themed template or custom? • Define the browsers and devices (sample
list http://tbkcreative.com/support/browser-device-policy/)
• Remember a warranty period• Budget an extra 10%• Increase discovery stage
www.tbkCreative.com/support/browser-device-policy
SOCIAL MEDIA• Use Facebook Insights • Simpler Facebook Contests • Use LinkedIn more• Image with a link based FB post• Promote to Friends (for better or worse)• Get unborified