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The 7-Step Plan for Digital Domination

The 7-Step Plan for Digital Domination. Tying Your Online Marketing Strategy Together. http://www.flickr.com/photos/sarah_mccans. You want THIS -->. Your best chance to succeed. Customers. Time vs Money. Competitive Opportunity. Upside. What Are Your Best Digital Marketing Options?.

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The 7-Step Plan for Digital Domination

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

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

  3. Your best chanceto succeed Customers Time vs Money Competitive Opportunity Upside

  4. What Are Your Best Digital 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

  5. Finding Your Customers

  6. Where are your customerslooking for you? Step OneFinding your customers Steps Two and ThreeDetermining Your Upside Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together

  7. Where are your customerslooking for you? Step OneFinding your customers Steps Two and ThreeDetermining Your Upside Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together Usually THE BEST OPPORTUNITYFOR BRICK-AND-MORTAR STORES (also includes Mobile)

  8. Where are your customerslooking for you? Step OneFinding your customers Steps Two and ThreeDetermining Your Upside Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together Usually THE BEST OPPORTUNITYFOR BRICK-AND-MORTAR STORES (also includes Mobile) …provided there are enoughcustomers searching in your area…

  9. Step One: Start with This Survey Step OneFinding your customers Steps Two and ThreeDetermining Your Upside Steps Four and FiveIdentifying Your Competitive Opp. An online version of this is at… http://getlisted.org/marketing/ …and we do all the math for you  Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together

  10. Survey Says: Step OneFinding your customers Organic NOT a Great Option: • If you can’t update your website in-house and don’t have the budget to outsource it Local/Mobile NOT a Great Option: • If very few people are searching in your area • Suburban locations • If you’ve moved or changed names Social NOT a Great Option: • If you don’t have someone to maintain your presence • If your industry is just not very social Steps Two and ThreeDetermining Your Upside Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together

  11. Determining Your Upside

  12. Step Two: Audit Your Online Presence Step OneFinding your customers Steps Two and ThreeDetermining Your Upside Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite Where did you answer “No” the most? Tying It Together

  13. Organic Search Upside Step OneFinding your customers • Is your Website Flash- and splash-free? • Are there keywords in your Title Tags? • Is your NAP in HTML? • How easy is it for you to change any/all of the above? Steps Two and ThreeDetermining Your Upside Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together

  14. Organic Search Upside Step OneFinding your customers Compare your link profile to your competitors: www.opensiteexplorer.org Are there low-hanging links you can request: • 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? Steps Two and ThreeDetermining Your Upside Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together

  15. Local Search Upside Step OneFinding your customers 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? Steps Two and ThreeDetermining Your Upside Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together

  16. Social Media Upside Step OneFinding your customers 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? Steps Two and ThreeDetermining Your Upside Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together

  17. Step Three: Compare Customers to Upside Step OneFinding your customers ORGANIC Steps Two and ThreeDetermining Your Upside LOCAL Steps Four and FiveIdentifying Your Competitive Opp. Amount of Upside SOCIAL Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together Presence of of Customers

  18. Step Three: Compare Customers to Upside Step OneFinding your customers ORGANIC Steps Two and ThreeDetermining Your Upside LOCAL Steps Four and FiveIdentifying Your Competitive Opp. Amount of Upside SOCIAL Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together Presence of of Customers

  19. Identifying Your Competitive Opportunity

  20. Step Four: Take This Survey Step OneFinding your customers Steps Two and ThreeDetermining Your Upside Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together

  21. Step Five: Compare Upside to Competition Step OneFinding your customers Steps Two and ThreeDetermining Your Upside SOCIAL LOCAL Steps Four and FiveIdentifying Your Competitive Opp. Amount of Upside ORGANIC Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together Level of Competition

  22. Step Five: Compare Upside to Competition Step OneFinding your customers Steps Two and ThreeDetermining Your Upside SOCIAL LOCAL Steps Four and FiveIdentifying Your Competitive Opp. Amount of Upside ORGANIC Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together Level of Competition

  23. Deciding Your Appetite for Time vs. Money

  24. Step Six: Ask Yourself Step OneFinding your customers “How much can I realistically do on my own?” Steps Two and ThreeDetermining Your Upside Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite “How much can I realistically spend if it doesn’t work?” Tying It Together

  25. Where Do You Fall on This Scale? Step OneFinding your customers Steps Two and ThreeDetermining Your Upside No TimePlenty of Budget No BudgetLots of Time Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together

  26. Where Do You Fall on This Scale? Step OneFinding your customers Hire a Professional Do It Yourself Steps Two and ThreeDetermining Your Upside No TimePlenty of Budget No BudgetLots of Time Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together

  27. Step Seven: Which Tactics? Step OneFinding your customers Steps Two and ThreeDetermining Your Upside Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together An online version of this is at… http://getlisted.org/options/

  28. Tying It Together

  29. Tying It Together • 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

  30. Tying It Together Step OneFinding your customers biggest competitive opportunity Hire a Professional Do It Yourself Steps Two and ThreeDetermining Your Upside No TimePlenty of Budget No BudgetLots of Time Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together most upside

  31. Which Tactics? Step OneFinding your customers Hire a Professional Do It Yourself Steps Two and ThreeDetermining Your Upside No TimePlenty of Budget No BudgetLots of Time Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite NO-BRAINERS Tying It Together

  32. NO-BRAINERS Step OneFinding your customers Local SearchClaim your Tier 1 Citations with proper category usage, photos, and website information Steps Two and ThreeDetermining Your Upside Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together

  33. NO-BRAINERS Step OneFinding your customers Local SearchClaim your Tier 1 Citations with proper category usage, photos, and website information Steps Two and ThreeDetermining Your Upside Organic SearchInstall Google Analytics Get keyword ideas using Suggest and Trends Search site:yourdomain.com to view Title TagsMake sure you have a few incoming links Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite Tying It Together

  34. NO-BRAINERS Step OneFinding your customers Local SearchClaim your Tier 1 Citations with proper category usage, photos, and website information Steps Two and ThreeDetermining Your Upside Organic SearchInstall Google Analytics Get keyword ideas using Suggest and Trends Search site:yourdomain.com to view Title TagsMake sure you have a few incoming links Steps Four and FiveIdentifying Your Competitive Opp. Steps Six and SevenDeciding Your Time vs. Money Appetite Social MediaClaim your brand at facebook.com/usernameClaim your brand at twitter.com Collect customer email addresses Tying It Together

  35. moz.com/blog davidm@moz.com @davidmihm

  36. Stay Informed • LocalU.org/blog • Blumenthals.com/blog • Marybowling.com • Searchinfluence.com/blog • Niftymarketing.com/blog • SmallBusinessSEM.com • Sixthmanmarketing.com/blog • SearchEngineLand.com • Moz.com/blog • Getlisted.org/static/resources SLIDES AND SURVEYlocalu.org/dallas

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