Marketing 101 THANKS FOR ATTENDING!

Traditional Marketing Mediums

Broadcast: TV, Radio — Inattentiveness and a lack of control thanks to DVRs is hard to beat.

Print: Newspapers, Magazines — Print publications get lost in the clutter and you're limited by subscriber numbers.

Let's talk about digital

Digital channels of promotion can drive website traffic, improve audience engagement, and help buyers with purchase decisions. While it’s hard to measure your reach using traditional marketing, with digital you can see analytics right away to track what’s working and what’s not.

You need a digital strategy if ...

... you're directionless. You know you want to gain new customers and provide better customer service to existing ones.

... competitors are moving in. You understand that you have new and existing competitors eating up online market share. It's time to compete head to head!

... you don't know your customers well enough. Google Analytics can tell you all about where the visitors are coming from, but doesn't tell you what they're thinking.

... you're not optimizing. Many businesses don't ensure time is invested in digital marketing and measurement of results.

Get Started Now with Organic (FREE) Channels

Search Engine Optimization, or SEO, is the process of online marketing that affects the natural, unpaid visibility of a website in search engine results. In other words, SEO helps you come up at the top of organic search results.

Search Engines are looking for ...

Content: Is determined by the theme that is being given, the text on the page, and the titles and descriptions that are given.

Performance: How fast is your site and does it work properly?

Authority: Does your site have good enough content to link to or do other authoritative sites use your website as a reference or cite the information that’s available?

User Experience: How does the site look? Is it easy to navigate around? Does it look safe? Does it have a high bounce rate?

Monitor your ranking

Have Google Analytics set up for your website

Use Google Search Console by visiting https://www.google.com/webmasters/tools/home?hl=en while logged into your google analytics

Click on your website.

Open the Search Traffic pull down in the left menu.

Select Search Analytics.

Select Position check box.

Select Queries to see common keyword phrase searches and where they ranked.

Select Pages to see where each of your pages typically ranks.

Every email sent to a potential or current customer can be considered email marketing.

What goes in an email?

The most compelling newsletters are those that do a great job of mixing messaging and updates. Don't just sell to your lists, talk to them with other great information, too.

Valuable content: You can send very targeted emails to folks that teaches them about topics you're an expert on. This would include a call to action to send them to your website for more educational materials. Here you are making yourself an authority. Don't worry about giving it all away for free ... 95% of the time this information is already online, so shouldn't they get it from you and not other websites?

A newsletter: Stay in touch with your clients or potential client and let them know when you have a new blog to share. Add special touches like your community events coming up, tips/advice, photos of your team hard at work or having fun, sales or specials, and more.

A special offer: Create a sale just to drive traffic in your door.

Where do you get the emails to begin with? Well, if you have a WordPress website, you can use Formidable. Formidable allows you to place forms here and there on your website to gather emails addresses and other information. There is a free version of Formidable that works hand-in-hand with MailChimp, which is the next step in your email marketing journey.

MailChimp is a free and very easy email building tool for any business. Choose a template then drag and drop elements into your email including text blocks, images, dividers, buttons, videos, and much more. When you're done building, send yourself a test to see what it looks like and then finally send it out to whichever mailing group you have in mind.

Here's where you organize your email lists ... If you gathered emails at an event and know the topic they were interested in learning more about, put them in that list. If a customer purchased an item on sale, ask for their email and put them in the sales list. If you have a business that's your customer, put them in that list. This allows you to target specific groups' needs.

Go get your customers right where they're hanging out ... on social media!

  • 68% of all U.S. adults use Facebook ----- start and continue conversations about your services and products and humanize your brand
  • 28% of all U.S. adults use Instagram ----- photos, photos, and more photos allow you to showcase your wares and build a personality using hashtags (read my Hashtag article here)
  • 21% of all U.S. adults use Twitter ----- most customers take to twitter with customer service issues and to have quick conversations, so meet them here and remedy the situation
  • 25% of all U.S. adults use LinkedIn ----- For more professional, educational purposes to become an authority ... where you'd talk about the fun side of a presentation on Facebook, here you'd talk about what the actual presentation and important info was all about
  • 26% of all U.S. adults use Pinterest ----- if you have a product line, you can pin each piece and use promoted pins to sell your wares

Let's move from Organic to Paid Advertising Channels

On Facebook in particular, businesses are shown to reach about 3% of their fans with their organic posts (unless they go viral for one of the AEIOUY reasons). For this reason, you need paid ads to get your word out to a bigger audience.

Along with tons of different ad types, like video ads, the level of specifics that you can achieve with your ads and targeting is awesome. Whether it be by behaviors, interests, demographics, connections, age ranges, languages, or locations, you can dig pretty deep with these targeting capabilities and layer them upon each other to ensure you’re getting rid of any questionable, out-of-market clickers.

For a complete guide to Facebook advertising, read our blog at http://vervocity.io/guide-to-facebook-advertising/.

Facebook is where your biggest audience is and those ads are tied to Instagram, running on both platforms at the same time, but there are other outlets. You can advertise on Twitter or even promote a pin on Pinterest. You just have to make sure your message is going to have an impact before you pay to distribute it. Think, "Would I care about this? Would my son? Would my mother?" If you think they would care, go for it!

Pay Per Click advertising, or PPC, is an online advertising strategy to direct traffic to your website. As the advertiser, you only pay if a web user clicks on your ad.

Your Pay Per Click Advertising campaign is put in place through Google Adwords. You put in the ad, target it to keywords, put in your budget, and activate it. Don't go around clicking on your own paid ads if you search and find them because remember, it's charging by the click!

You can also run these other types of ads using Google! Just visit https://www.google.com/ads/ to get started.

This is when a visitor comes to your website, they learn about your products, and they leave without buying, but then ads begin to show up on other sites they visit in the hopes to retarget them back to buy.

Ad retargeting is run through a program called AdRoll. On their basic plan they offer site retargeting with both contextual (topic-based) and behavioral targeting (based on their previous Internet actions) built in. There is no limit on your spend ... meaning you can spend as little or as much as you'd like to on your campaign. They have a complete self-service interface, transparent conversion tracking, and excellent customer service.

Some common ad sizes include ...

  • Medium rectangle 300x250px
  • Leaderboard 728x90px
  • Wide skyscraper 160x600px
  • Large rectangle 300x600px
  • Mobile leaderboard 320x50px
  • Billboard 970x250px

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