using digital marketing to connect. inspire. grow

Walter Lis

Using Digital Marketing toConnect. Inspire. Grow

My Background

• 15 years of marketing experience in sports and media

• 5 years focused online• Digital marketing – SEO, paid search,

email marketing, analytics, social media

• Local marketing

WalterLis.com

TribLocal

• 88 hyper-local websites (TribLocal.com)• Focused on local news, events, crime• Over 1 million visitors per month

• 21 weekly newspapers• 1.1 million households weekly distribution• Evolving audience

WalterLis.com

Marketing Evolution

• Customer has control• Information is shared• Opinions are shared• Expectations rise, business held

accountable

WalterLis.com

Culture of Accountability

• Track and test • Lose your opinion• Optimize everything

WalterLis.com

Track and Test

WalterLis.com

Lose Your Opinion

WalterLis.com

Optimize Everything

• Split test A/B• Text, images, buttons, forms

• 5,000 unique visits• $50 product• 20% vs. 25% conversion = +$12,500

WalterLis.com

Your Reality

“You'll be the same in five years as you are today,

except for the people you meet and the books you read.”

-Charlie “Tremendous” Jones

WalterLis.com

Use Technology to Grow

• Online Resources – Khan Academy• Podcasts – iTunes U• Video - @Google, YouTube Edu, TED• Meetups• Team of Experts Daily Briefing

WalterLis.com

Mental Power Tools

• Degree in time management• Muscular discipline• Principle of momentum• Attitude is everything

WalterLis.com

Happy Holidays

Walter LisTribLocal.com

wlis@tribune.com

Download My Free Resource Guide atWalterLis.com

WalterLis.com