Tying Your Online Marketing Strategy Together

1. Tying Your Online Marketing Strategy Together The 7-Step Plan to Digital Domination

2. http://www.flickr.com/photos/sarah_mccans • You want THIS -->

3. What Are Your BestDigital Marketing Options? • Where are your customers looking for you? • What is your upside? • Where is your competitive opportunity? • Time vs. Money: where do you fall? _____________________________ = Suggested plan of attack

4. What Are Your Best Options? • Where are your customers looking for you? • What is your upside? • Where is your competitive opportunity? • Time vs. Money: where do you fall? _____________________________ = Suggested plan of attack

5. Where are your customers looking for you?

6. Where are your customers looking for you? Usually BEST OPPORTUNITYFOR BRICK-AND-MORTAR STORES (also includes Mobile)

7. Where are your customers looking for you? Usually BEST OPPORTUNITYFOR BRICK-AND-MORTAR STORES(also includes Mobile) …provided there are enough customers searching in your area…

8. Consider starting with this survey… An online version of this is at… http://getlisted.org/marketing/ …and we do all the math for you 

9. Survey Says… (getlisted.org/marketing) When Is Organic NOT a Great Option? • If you can’t update your website in-house and don’t have the budget to outsource it When Is Local/Mobile NOT a Great Option? • If very few people are searching in your area • Suburban locations • If you’ve moved or changed names When Is Social NOT a Great Option? • If you don’t have someone to maintain your presence • If your industry is just not very social

10. What Are Your Best Options? • Where are your customers? • What is your upside? • Where is your competitive opportunity? • Time vs. Money: where do you fall? _____________________________ = Suggested plan of attack

12. Organic Search Upside • Is your website completely or predominantly in Flash (or do you have a splash page)? • Do your Title Tags contain your keyword targets? • Is your address and phone number in HTML somewhere on your site? • How easy is it for you to change any/all of the above?

13. Organic Search Upside What does your link profile look like compared to your competitors? (opensiteexplorer.org) Are there low-hanging links you can request from: • Business groups • Neighborhood organizations • Charities you’re involved in • Distributors or wholesalers Do you have time to brainstorm and ask for all of these yourself?

14. Local Search Upside Have you claimed your Tier 1 Citations with proper category usage, photos, and website information? Have you begun to engage your customers in the review process yet?

15. Social Media Upside Are your customers asking you to engage with them on social media? Are you relatively social in the offline world? Are there lots of other (non-competitive) businesses to network with online?

16. What Are Your Best Options? • Where are your customers? • What is your upside? • Where is your competitive opportunity? • Time vs. Money: where do you fall? _____________________________ = Suggested plan of attack

17. Where Is Your Competitive Opportunity?

18. What Are Your Best Options? • Where are your customers? • What is your upside? • Where is your competitive opportunity? • Time vs. Money: where do you fall? _____________________________ = Suggested plan of attack

19. Time vs. Money “How much can I realistically do on my own?” “How much can I realistically spend if it doesn’t work?”

20. http://www.flickr.com/photos/literarypanda/501753377 Time vs. Money Decide what you are comfortable with.

21. http://www.flickr.com/photos/deltamike/751707089 Time vs. Money It’s OK to say “I’m not ready.” “I need help.”

22. Local / Organic / SocialOptions

23. An online version of this is at… http://getlisted.org/options/

24. DIY vs Hiring a Professional Do It Yourself where you have: • no budget • lots of time Hire a professional where you have: • the most upside • the biggest competitive opportunity

25. Doing It Yourself • No Brainers • no budget • not much time

26. No-Brainers: Local Search • Claim your Tier 1 Citations with proper category usage, photos, and website information

27. No-Brainers: Organic Search • Have You Installed Google Analytics? • Have You Registered with Google Webmaster Central?

28. No-Brainers: Social Media • Claim your Twitter & Facebook profiles (even if you don’t use them)

29. No-Brainers: Social Media Priorities If “not much time” • Comment on other blogs instead of starting your own • Build credibility in Q&A forums • Facebook Ads can be a terrific option

30. Doing It Yourself: More Time

31. DIY vs Hiring a Professional Do It Yourself where you have: • no budget • lots of time Hire a professional where you have: • the most upside • the biggest competitive opportunity

32. most upside

33. biggest competitive opportunity

34. Hiring a Professional “Do I want a road map or a chauffeur?” • SEO & Social Media is typically an ongoing process rather than “set it and forget it.” http://www.flickr.com/photos/avidlyabide/6778747801/

35. Your Suggested To-Do List

36. Important Slide Coming Up!

38. The 7-Step Plan to Digital Domination • Take survey at getlisted.org/marketing • Complete Online Presence Audit (handout) • Determine your biggest upside • Assess Your Competition (handout) • Determine your biggest competitive opportunity • Visit getlisted.org/options for Time vs. Money • Decide what to do yourself vs. outsource • Complete first three months of Roadmap forno-brainers (handout)

39. DIGITAL DOMINATION! Time vs Money Competitive Opportunity Upside

40. Stay Informed • SearchEngineLand.com • Localu.org/blog • Blumenthals.com/blog • Marybowling.com • Searchinfluence.com/blog • Niftymarketing.com/blog • SmallBusinessSEM.com • Seomoz.org/blog • Sixthmanmarketing.com/blog • SmallBizTrends.com • GetListed.org/resources

41. Localu.org/phillysurvey