taking your online marketing to the next level

@CHRISPRENDER

THE NEXT

LEVEL Taking Your Online

Marketing ~to~

WHAT’S YOUR PROBLEM?

PROBLEMS

“I don’t have enough visitors to

my website.”

PROBLEMS

“My website visitors are not converting.”

PROBLEMS

“I don’t have enough repeat

customers.”

PROBLEMS

“I don’t have enough

salespeople.”

PROBLEMS

“I don’t know where to start.”

RECURSION

We’re going to start with where we start.

Five Minutes With

GOOGLE ANALYTICS

TOP 4

1) Referring Sites 2) Geography 3) Top Pages 4) Devices

EASY AS 123

A B C

EASY AS 123

Acquisition B C

EASY AS 123

Acquisition Behavior C

EASY AS 123

Acquisition Behavior Conversion

GOOGLE ANALYTICS

CHECKPOINT

DESKTOP

People use their desktop

computers to see the

real version of my

website.

DEEP STUFF

What is real?

WHOA

45% of adults age 18-29

report that they mostly

go online using a mobile

device.

WHOA

How do we cater to this audience?

RESPONSIVE WEB DESIGN

EASY FIX

“I don’t have enough visitors to

my website.”

Growing Your Audience

with

SOCIAL MEDIA

INGREDIENTS

1)  Time 2)  Money

THE WRONG WAY

BUY MY STUFF

STUFF WE

BOTH LIKE

THE RIGHT WAY

BUY MY

STUFF

STUFF WE

BOTH LIKE

THE RULES

• Be authentic • Be transparent • Provide value

INGREDIENTS

1)  Time 2)  Money

CHECKPOINT

ANOTHER WAY

“I don’t have enough visitors to

my website.”

Three Paths to

SEARCH RANKINGS

ORGANIC

ORGANIC

PAID

PAID

ORGANIC

PAID

PAID

LOCAL

LOCAL

ORGANIC

SEARCH ENGINE OPTIMIZATION

ELEMENTS OF SEO

1)  Technical 2)  Content 3)  Linking

ELEMENTS OF SEO

1)  Technical 2)  Content 3)  Linking

GET TECHNICAL

• Site speed • Duplicate content • Headline tags • Title tags

<title>Orange City Lawyer</title>

<title>Home</title>

ELEMENTS OF SEO

1)  Technical 2)  Content 3)  Linking

CONTENT

• Keyword usage • Provide value • Fresh content

ELEMENTS OF SEO

1)  Technical 2)  Content 3)  Linking

YOUR SITE

OTHER SITE

OTHER SITE

OTHER SITE

OTHER SITE

OTHER SITE

OTHER SITE

OTHER SITE

OTHER SITE

YOUR SITE

OTHER SITE

OTHER SITE

OTHER SITE

OTHER SITE

OTHER SITE

OTHER SITE

OTHER SITE

OTHER SITE

YOUR SITE

ELEMENTS OF SEO

1)  Technical 2)  Content 3)  Linking

DOUBLE!

1)  Technical 2)  Content 3)  Content

ORGANIC

PAID

PAID

LOCAL

LOCAL

PAID

PAID

GETTING STARTED

1)  Set up AdWords account

2)  Define geography & budget

3)  List keywords 4)  Write ads

THE FORMULA

bid x quality score = rank

QUALITY SCORE

• Match search query

• Click-through rate • Landing page

ORGANIC

PAID

PAID

LOCAL

LOCAL

LOCAL

LOCAL

GOOGLE PLACES

CHECKPOINT

QUIZ BREAK

QUIZ

1) Outside of the US, which country

has the most Facebook users?

QUIZ

a.  China b.  India c.  Mexico d.  Brazil

QUIZ

a.  China b.  India c.  Mexico d.  Brazil

QUIZ

2) What is the most followed account on

Twitter?

QUIZ

a.  @katyperry b.  @ladygaga c.  @BarackObama d.  @justinbieber

QUIZ

a.  @katyperry b.  @ladygaga c.  @BarackObama d.  @justinbieber

QUIZ

3) What is the most popular web

browser worldwide?

QUIZ

a.  Internet Explorer b.  Firefox c.  Chrome d.  Safari

QUIZ

a.  Internet Explorer b.  Firefox c.  Chrome d.  Safari

QUIZ

4) What is the name of the Twitter-

owned 6-second social video platform?

QUIZ

a.  Vine b.  Rockmelt c.  Zite d.  SCUBA

QUIZ

a.  Vine b.  Rockmelt c.  Zite d.  SCUBA

QUIZ

5) What keyword has the highest cost-per-click?

QUIZ

a.  auto accident attorney b.  mesothelioma

settlement c.  business management

degree d.  cheap auto insurance

QUIZ

a.  auto accident attorney b.  mesothelioma

settlement c.  business management

degree d.  cheap auto insurance

QUIZ

6) Which of the following is NOT

the name of a Google algorithm

update?

QUIZ

a.  Treble Update b.  Penguin Update c.  Venice Update d.  Caffeine Update

QUIZ

a.  Treble Update b.  Penguin Update c.  Venice Update d.  Caffeine Update

QUIZ

7) What is the most-downloaded paid iPhone app of

all time?

QUIZ

a.  Camera+ b.  Angry Birds c.  Doodle Jump d.  Words With Friends

QUIZ

a.  Camera+ b.  Angry Birds c.  Doodle Jump d.  Words With Friends

QUIZ

8) What blogging platform was

recently acquired by Yahoo?

QUIZ

a.  WordPress b.  Blogspot c.  Tumblr d.  Medium

QUIZ

a.  WordPress b.  Blogspot c.  Tumblr d.  Medium

TOP SCORE

SOLUTIONS

“My website visitors are not converting.”

BANNER ADS

RETARGETING ADS

GO

AL

GO

AL

GO

AL

GO

AL

RETARGETING

1)  Ad account 2)  Retargeting

code 3)  Banner ads

The Next Level of

ADVANCED EMAIL MARKETING

EMAIL+

1)  Targeted messaging

2)  Auto-triggers 3)  A/B testing

EMAIL+

1)  Targeted messaging

2)  Auto-triggers 3)  A/B testing

Master List

Family

Solo

Retired

Business

EMAIL+

1)  Targeted messaging

2)  Auto-triggers 3)  A/B testing

Pre-Trip Trip Post-Trip

Pre-Trip Trip Post-Trip

Thanks for booking!

Pre-Trip Trip Post-Trip

Thanks for booking!

Here are directions.

Pre-Trip Trip Post-Trip

Thanks for booking!

Here are directions.

How was your stay?

Pre-Trip Trip Post-Trip

Thanks for booking!

Here are directions.

How was your stay?

It’s that time of year again.

EMAIL+

1)  Targeted messaging

2)  Auto-triggers 3)  A/B testing

EMAIL+

1)  Targeted messaging

2)  Auto-triggers 3)  A/B testing

CHECKPOINT

Putting It All Together:

MARKETING AUTOMATION

Billy the Biologist

Billy the High School

Student

Billy Tiller billyt9000@yahoo.

com 765-555-3509

?

Billy submits email address

Billy submits email address

M^ sends football email

Billy submits email address

M^ sends football email

Billy clicks to Homepage +1

Billy submits email address

M^ sends football email

Billy clicks to Homepage

Billy visits Admissions page

+1

> Admissions track

+5

M^ sends admissions newsletter

M^ sends admissions newsletter

Billy doesn’t open it -1

M^ sends admissions newsletter

Billy doesn’t open it

time passes

-1

M^ sends admissions newsletter

Billy doesn’t open it

time passes

M^ sends admissions newsletter

-1

Billy opens newsletter +1

Billy opens newsletter

Billy clicks Biology link

+1

> Biology track +2

Billy opens newsletter

Billy clicks Biology link

M^ alerts direct mail system

+1

> Biology track +2

Billy opens newsletter

Billy clicks Biology link

M^ alerts direct mail system

biology postcard sent

+1

> Biology track +2

Billy visits Homepage +1

Billy visits Homepage

Billy visits Scholarships page

+1

+5

Billy visits Homepage

Billy visits Scholarships page

M^ texts admissions counselor

+1

+5

Tips and Resources

STAYING SHARP

TOP RESOURCES

• Moz Blog • Social Media

Examiner • Litmus Blog • PPC Hero • Click Rain Blog

QUESTIONS

THANK YOU