40  RULES  FOR  DIGITAL  MARKETERS  IN  2013  

rules for digital marketers in 2013 PRESENTING THE FORTY RULES ABOUT .. Social Media, Content Marketing, Digital Advertising, and Mobile Marketing that you need to know in 2013. Not to mention the 5 BEST WAYS TO ADVERTISE ONLINE, and the winning duet of Facebook Ads and Bitly links that drive huge traffic to your website.

40 DIMITRI KOTOV

1 There's never been a better time to be a business that cares about digital media. Smartphone apps, social media sites, display advertising… The options are astounding in 2013.

But that also means there are too many options. There's a lot of clutter out there. Think of this as your road map to an awesomely digitised (but often overwhelming) new world of business. 2 GO

3 Let's start with the social media sites you're using. Think about why you're there. If your customers aren't on the network then you shouldn't be there either. The time spent talking to people who will never buy your product would be better spent talking to those who would. Remember, everything you spend your time on in your business should result in some kind of return.

FACEBOOK LINKEDIN TWITTER

*Users in Australia. Nov ‘12.

And just because social media marketing can cost less than traditional forms, it doesn't mean that your return on time

(ROT) should be any less than your other business activities. 4 GO

5 WAYS TO ADVERTISE ONLINE AS TESTED BY DIMITRI KOTOV

Linkedin is often the only social network where the big bosses tend to play. This is

your best lead source if you're a B2B business

or your product or service is aimed at

the well-to-do.

Google AdWords will drive traffic to your website, guaranteed.

What isn't is the ROI your business will receive from this traffic. Make sure you monitor your lead quality

from Google, and compare it to others here.

Retargeter displays your banner ads across the web to anyone who has visited your website. It's like using a lasso to bring your customers back to your website.

Facebook's interest-based targeting is unrivalled by any other

online platform. If you're a start-up, or have a niche

product or service, Facebook Ads will bring your business more sales leads than any other form of advertising

(online or traditional). But, only when done right

(see No.9). Perfect Audience remarkets to your website visitors on

Facebook, essentially following them online from your website to

Facebook.

One new start up’s name you will want to drop in your next meeting is Perfect Audience.

If your website has large traffic, you

will find Retargeter to be a rich source

of sales leads.

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USE THIS

There's a new way to drive tra!c to your enquiry page on your website.

The Hello Bar is a web toolbar that "drives more attention to your most important content". Use it to direct people to your enquiry page. Hey presto! More sales leads.

Looks like this. 6 GO

/ Digital Media Strategist / Speaker / Consultant Career Highlight: “A speaking engagement that took me across Australia and found me sharing the stage with one of the world’s most prominent Marketing Professor” Best Result For Client: “I spent just $700 on Facebook Ads for a client and created a Facebook community of over 10,000 target customers from scratch, in less than 20 days” Currently works: “For clients in the Automotive and Sustainability industries and Australian-based SME’s”

7 One type of online discussion site you may want to investigate in your digital media planning are forums. In a shiny-object obsessed industry, forums still remain relevant to many who were younger when the first dot-com boom sweeped through Australia. Research what forums are still active in your industry and whether it makes sense for you to engage on the sites. For many businesses one qualified lead on a niche forum can result in more revenue than a dozen from a generalist social media site such as Facebook.

8 Dimitri Kotov

DIGITAL MEDIA

STRATEGIST

PROFILE

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/ Digital Media Strategist / Speaker / Consultant Career Highlight: “A speaking engagement that took me across Australia and found me sharing the stage with one of the world’s most prominent Marketing Professor” Best Result For Client: “I spent just $700 on Facebook Ads for a client and created a Facebook community of over 10,000 target customers from scratch, in less than 20 days” Currently works: “For clients in the Automotive and Sustainability industries and Australian-based SME’s”

8 Dimitri Kotov

DIGITAL MEDIA

STRATEGIST

PROFILE

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9-14 Everybody loves Facebook. Stodgy old behemoth brands and hot young start ups have all gone wild for Facebook Ads. Use this handy cheat sheet so you can keep up with how businesses are using them to increase their sales.

AD PROMOTING FACEBOOK OFFER

AD LINKED TO CONVERSION PAGE

ON FACEBOOK

AD LINKED TO CONVERSION

PAGE ON WEBSITE

AD LINKED TO YOUTUBE VIDEO

AD PROMOTING FACEBOOK CONTENT

AD PROMOTING FACEBOOK PAGE

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15 USE THIS

The humble pin board got a digital makeover in 2012.

The pin board seemed unimprovable for decades (Just ask brides to be and house mums.) Then the folks at Pinterest designed an online pin board with social network characteristics. If you’re business is fashion, gardening, craft or home decoration you’re missing out on valuable sales leads from your target audience from this fast-growing network.

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16 Even your SEO strategy has gone social. In 2012, Google updated its algorithm penalising poor content (Panda updates) and poor links (Penguin updates), whilst rewarding social content. It’s likely that in 2013 Google will continue to place greater emphasis on a business’s ‘social signals’. Here’s 4 things to include in your social media strategy in 2013 that will help your SEO.

Encourage check-ins on Facebook.

Google includes this in its algorithm

Link content on social

media sites to content on your website.

Encourage social

sharing of content on

your website, especially

+1’s.

Encourage customers to reviews your business on

Yelp, TrueLocal and your Google+ Local listing.

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21 How I doubled EnerLogic’s website tra!c with Facebook Ads and Bitly links in 60 days.

DIGITAL MEDIA

CASE STUDY

EnerLogic is a sustainable window film that won two Australian Business Awards in 2012. One for Product Innovation, and another for Sustainability. Despite this, their website wasn’t receiving the highest possible volume of traffic. By implementing a number of different Social Media best practices on the EnerLogic Facebook Page we were able to double website traffic within 60 days.

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40  RULES  FOR  DIGITAL  MARKETERS  IN  2013  

THIS IS A PREVIEW. RULES 22-40 COMING MID JANUARY 2013.

INCLUDING .. Rules for Instagram, Blogging, and Tumblr not to mention 5 STEPS TO GETTING MORE RETWEETS. IN THE MEANTIME .. Connect with me on Linkedin: linkedin.com/in/dimitrikotov