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Marketing 10101010101

Marketing 10101010101. MarComm in the digital age. My favorite subject. This first section delves into what I’ve long considered to be my favorite subject. Me. Agenda. Not embarrass self Search Engine Optimization Email Using Customer Data/Lead Capture Free and Paid Advertising.

KeelyKia
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Marketing 10101010101

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  1. Marketing 10101010101 MarComm in the digital age

  2. My favorite subject • This first section delves into what I’ve long considered to be my favorite subject.

  3. Me

  4. Agenda • Not embarrass self • Search Engine Optimization • Email • Using Customer Data/Lead Capture • Free and Paid Advertising

  5. Search Engine Optimization • What is it? • Simply, getting your site listed for key queries in Google, Yahoo, MSN, AOL, etc. • Why do we care? • The world is searching. More than 50% of Americans search every time they use the internet • 47%+ of internet users use search to find entertainment websites • SEO is “free”

  6. SE Relationships

  7. SEO - continued • The algos • What are the engines looking for? RELEVANCY AND POPULARITY • How do they determine that? YEARS OF TRIAL AND ERROR • Do I like to emphasize using caps? YES. YES I DO

  8. SEO - continued • Best practice SEO (tried and true). Getting right: • Meta • Content • Linking • Site structure • Alt tags

  9. SEO - continued • Step One: see next page please

  10. KILL THE FLASH

  11. SEO - continued • Meta tags • Title – key value and selling proposition • Description • Keywords • Specificity important: “los angeles improv” vs. “shows” • KWs that people actually type + misspellings

  12. SEO - continued • Great meta

  13. SEO - continued • How meta is displayed to the user

  14. SEO - continued • Content • Write for people, not for engines • Ok, write a little bit for engines • Populate with keywords, but naturally • Watch spam! • At ComedySportz LA, we feature some of the best, funniest comedy shows in Los Angeles. Thousands of people come to our comedy shows every year. In fact, this year, among all the comedy shows in Los Angeles, our comedy shows have been the best received by the comedy show critics. By the way, did we mention that we do comedy shows? If not, comedy shows comedy shows comedy shows. If so, on behalf of the comedy shows team, we hope you’ll come and see one of our comedy shows. Sincerely, Kahm “Eddie” Shoze

  15. SEO Break • Here is a picture of a salmon jumping into a bear’s mouth. Just look at that!

  16. SEO - continued • Linking • Internal links • Keyword rich: instead of “to see the rules of ComedySportz, click here”, you’d say “here’s helpful information on ComedySportz rules” • External links • This means everything! It’s web-votes! • Keyword rich for terms you want to be ranked on • You’ve got a goldmine of votes: students and their webpages! Other ComedySportz Sites. Other partner sites. Other theatre sites. Your own sites. • Reco: focus on 3 and go crazy! • PRWeb.com

  17. SEO - continued • Structure • Don’t go too deep. Keep the site fairly “flat” • Two clicks from “root” Home Page Shows Tickets About Us Videos Schedule College/ High School Main Stage

  18. SEO - continued • Alt tags Instead of Image1.jpg  bearsalmon.jpg Alt tags have lost some of their importance, but they still play a part. Everything has to work in concert. Preferably, a Van Halen concert.

  19. SEO - continued • Make it all work together • The content should be reflective of the title should be reflective of the meta should be reflective of the linking should be reflective of the alt tags, etc. • Quick exercise: Los Angeles kid birthday ideas • Title, kws, meta description, paragraph of content, link to more information

  20. SEO - continued • Google local • Ummm • Free and easy: https://www.google.com/local/add/login

  21. SEO - continued • Free tools to play around with: http://www.seocompany.ca/tool/seo-tools.html Oh I’m sorry, you in the back…did you have a question? Uh huh. I’m glad you asked. Yes, I am a nerd. Next question?

  22. Email • Subject line • Content • Deliverability • Offers • Opt out preference center

  23. Email - continued • Subject line: short, extremely interesting • Make sure CsZ or something recognizable is in the from line • Deliver on the subject line • Test two subject lines on 20% of the list, blast the winner to the other 80% • Measure everything – opens, clicks, sales

  24. Email - continued • Content • What’s the goal? • Sell tickets? Keep email short. Focused. Get them to the site with something really compelling. • Keep people informed? Allows for more content, but not too much more. • Keep them engaged? Send them links to ‘approved’ videos, new shows coming up, hilarious photos involving hilarity and photos. • 80/20 email?

  25. Email - continued • Deliverability • Test time of day • Day of week • Weekends used to be a no-no. Now some newsletters have the most success here

  26. Email break Whale highway! A friggin whale highway! Weeeeeeeeeeeeeeee!

  27. Email - continued • Offers • Recommended in every ‘sales’ email • 2 for 1s • Discounts • Enter to win • Prank a friend • First to see new short video • First 10 get x$ off

  28. Email - continued • Preference center • Give options when somebody wants to unsubscribe. Try to keep them! • Monthly newsletter – has the video of the month • Ticket offers – occasional emails with offers to get discounted tickets • The New Show – alerts whenever CsZ launches a new show • Classes • Group emails

  29. Customer Data • The better the segmentation, the better the response: • OC vs. LA • Students vs. Visitors • Out-of-towners vs. in-towners • Age • Part of group or single • Frequent/one-time Lots of work, unfortunately. But very often pays off.

  30. How to capture leads • Use everything in your power • Compelling content to make email recipient want to forward to a friend • Sign ups all over the website • Sign ups at theatre • Birthdays • Classes info • Register to win something demo-appropriate • When tickets are ordered • Group email confirmations • MySpace link to sign up • Youtube link to sign up • Reco: don’t make sign-ups a requirement for showing video

  31. Advertising • Note: there is one SuperBowl slot left for purchase this weekend! No more than $2.3 million. I’m just saying…

  32. Advertising break

  33. Advertising Break - continued

  34. Advertising - continued • Paid advertising • Please, please, please master paid search • Go for obvious terms – la improv, los angeles improv, la comedy, la comedy clubs, etc • Obvious terms, geo-targeted – improv, improvisation, comedy shows, etc. • And non-obvious terms – birthday party ideas, bachelorette party ideas, corporate entertainment based on the groups that you’ve had experience with • Test and track everything: placement, creative, landing pages, offers, etc. • Online streaming radio • Online Yellow Pages

  35. Advertising - continued • Free advertising • ComedySportz Content – there’s a market • Radio shows • PR (use your stars) • Internet shows • YouTube • Control how people interact with ComedySportz to the best of your ability • Create a powerful ComedySportz page • Optimize

  36. Advertising - continued

  37. Advertising - continued • Optimizing YouTube page • Use relevant tags to describe the video • Use as many relevant tags as possible • Think long tail searches when it comes to tags • Use adjectives • Add category descriptive tags • Most important tags should also match title and description of movie • Don't use "and" "or" etc. words as tags • From SearchEngineLand.com, 2007

  38. Advertising - continued • Free advertising – continued • Sensible partnerships with like-theatres, groups you work with (we’ll put out your fliers if you put out our fliers), local restaurant ads in programs/collateral for an ad in their menu, etc • Consider doing the postcard printing for student shows: control the look/feel and combat entropy. You heard me. • Viral brainstorms • Don’t ask me. I haven’t figured this out either. But my AskANinja friends don’t have dayjobs any longer. • PRWeb – not free, but close

  39. Too overwhelming? • Three things you must do: • Get site into HTML • Optimize the email process • Figure out paid search

  40. Last idea • Thought of this at 2:09 am, so this could be a horrible idea for revenue generation • Birthday improv videos: • 1 minute long • Name and email address • What he/she does and something interesting about that person • Hard core pitch for CsZ at end of snippet I love the word ‘snippet’

  41. Resources • Don’t Make Me Think • MondayMorningMemo.com • PRWeb.com • Wizard of Ads • Bourbon

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