ct business expo presentation
TRANSCRIPT
10 Digital Marketing Activities Anyone Can Do to Generate Quick
Wins
10 Digital Marketing Activities Anyone Can Do to Generate Quick
WinsHow to market to qualified prospects, engage them with your business then turn them into clients.
David HoffmanBob Ruffolo
impactbnd.com isearchsmart.com
We encourage you to take pictures of our slides.@bobruffolo@iSearchSmart#CTBEXPO
Begin with the end in mind
1
Bob Ruffolo, IMPACT Branding & Design
impactbnd.com
Set SMART goals based on your desired business outcomes.
Bob Ruffolo, IMPACT Branding & Design
impactbnd.com
3-Year Vision 1 year goals Quarterly Objectives “Rocks”
Strategies to Achieve Rocks
Begin with the end in mind
Define your Target Persona2
Bob Ruffolo, IMPACT Branding & Design impactbnd.com
Understand who you want to come to your site and what would attract them and make them want to convert.
Buyer Personas
Bob Ruffolo, IMPACT Branding & Design impactbnd.com
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
Buyer Personas
Bob Ruffolo, IMPACT Branding & Design impactbnd.com
Buyer personas include customer demographics, behavior patterns, motivations, and goals.
A detailed buyer persona will help you determine where to focus your time, guide product development, and allow for alignment across the organization. As a result, you will be able to attract the most valuable visitors to your business.
Let’s look at two example buyer
personas:DISCLAIMER:
These are extremely simplified!
Bob Ruffolo, IMPACT Branding & Design impactbnd.com
’s PersonaOwner Charlene•Owns a small business.•Hates struggling on accounting.•Wants to spend more time working on her business and with her family.•Reads Inc. magazine.•Googles things when researching.•Afraid to spend money.•Likes to try things before buying.
Sam the loving son•Seen here with his aging dad.•Is nervous because his dad is having falling accidents.•Doesn’t want to send his parent to a nursing home.•Very busy with work and his own family.•Uses Google to research best ways to care for his dad.•Follows WTNH.
’s Persona
To attract and convert these personas, each company will need to appeal to the buyer
journey of each of these personas.
What is a buyer’s journey?
Buyers JourneyAwareness Consideration Decision
“Is there an easier way for me to do this accounting
thing?”
“What do I do when my dad keeps falling?”
3 Stages:
“I can try an easier to use accounting software that uses
less forms and paper, what are my
options?”
“I could look at in-home care. What are my
options?”
“I could try Quickbooks. How much does it cost and what are my
options?
“I could try C&H. What’s there person in my dad’s home going to be
like?”
Create Remarkable Content
3
Bob Ruffolo, IMPACT Branding & Design
impactbnd.com
Based on your personas buying journey
If content is what’s used in inbound marketing to
attract, convert, and close our personas…
Then we need to create content that aligns with the
buyer’s journey.
Bob Ruffolo, IMPACT Branding & Design
impactbnd.com
What is content?Anything you can create and distribute. This can be:
• Blog articles• Videos• Social media posts• Press releases• Educational
content
• Reports• Guides• Ebooks• Whitepapers• Data sheets• Instructions
• Live chat• Webinar• Online
reviews• Case studies• Free trial• Product info
Bob Ruffolo, IMPACT Branding & Design
impactbnd.com
If you’ve been in business for any
amount of time, you probably already have a
bunch of content available.
Bob Ruffolo, IMPACT Branding & Design
impactbnd.com
Content Aligned with the Buyers Journey
Awareness Consideration Decision
“Is there an easier way for me to do this accounting
thing?”
“What do I do when my dad keeps falling?”
3 Stages:
“I can try an easier to use accounting software that uses
less forms and paper, what are my
options?”
“I could look at in-home care. What are my
options?”
“I could try Quickbooks. How much does it cost and what are my
options?
“I could try C&H. What’s there
person in my dad’s home going to be
like?”
Guest Article on Inc:
“Account Made Easy – 7 Things Every Business Owner Should Do Right Now”
Blog Article:“What do do
when someone you love is
having falling accidents”
Free Report:“Accounting
software usage, features, reviews, and testimonials”
Video:“Real stories from the families of C&H
clients”
Free Trial:“Try Quickbooks for free for 30
days. No obligation. No credit card
required.”Free Introduction:“Schedule an
appointment to meet one of our homemakers”
With a strong understanding of the persona, their buying
journey, and the content that needs to be aligned
with that journey…
Bob Ruffolo, IMPACT Branding & Design
impactbnd.com
We can start getting that content found.
Bob Ruffolo, IMPACT Branding & Design
impactbnd.com
Optimize Your Website for Today’s Search Engines
4
David Hoffman, Search Smart Marketing
isearchsmart.com
What you need to do now.
David Hoffman, Search Smart Marketing
isearchsmart.com
Is SEO Dead?
David Hoffman, Search Smart Marketing
isearchsmart.com
SEO Building BlocksSocial
On-Site UserEngagement Features
Social Media & Viral Marketing
Link Building
Link Creation
Scalable, Content-Based Link Strategies
Keyword Research & Targeting
In-Page Targeting – Titles, Metas, URL’s, H1s, Text, Internal Anchor Text
Keyword Brainstorming Term/Phrase Selection
Accessible, Quality Content
Unique Text Content Bot Accessiblity URL Structure
Internal Link Architecture Sitemaps Server Response Codes
The SEO PyramidFor optimal results, start with a strong
base and build your way up.
David Hoffman, Search Smart Marketing
isearchsmart.com
The Evolution of Search Engines
Video
Images
Wikipedia
(mobile)
David Hoffman, Search Smart Marketing
isearchsmart.com
What Do Search Engines Want?
RELEVANCY: They want to return quality content/sites that are most relevant to the searchers query.
Content – theme/topic, page text, coding, navigation - VIDEO Site Performance – does it load quickly? Can spiders “crawl” the site? Site Authority – Do other sites link to it? It is being shared in Social circles? User Data – do visitors stay long? How many pages do they visit? Do they
return? New – MOBILE- FRIENDLY
“Mobilegeddon”8
David Hoffman, Search Smart Marketing
isearchsmart.com
Mobile search will exceed desktop search in 2015. What small businesses need to know.
David Hoffman, Search Smart Marketing
isearchsmart.com
What you need to know: Rolled out April 21, 2015 Objective: Improve mobile search
experience Greater consideration for mobile-
friendly sites Goal is still to provide best search
results Have a “Responsive” site Google Mobile-Friendly Test
www.google.com/webmasters/tools/mobile-friendly
Google Mobile Algorithm Update
Local Search; SEO When Your Customers Are In Your Backyard5
David Hoffman, Search Smart Marketing
isearchsmart.com
SEO tips for when world domination is not the objective.
David Hoffman, Search Smart Marketing
isearchsmart.com
What Local Search Looks Like
David Hoffman, Search Smart Marketing
isearchsmart.com
SEO - Location Keyword In Coding and Content
Claim Your Citations NAP - business name,
address and phone number.
Google+ Page Social Signals Reviews Mobile
What to Do To Show Up In Local Search
David Hoffman, Search Smart Marketing
isearchsmart.com
Using Social Media to Improve Google Ranking
6
Tips to get the most from your Search & Social Marketing
David Hoffman, Search Smart Marketing
isearchsmart.com
Search and Social – tied at the hip Google is looking at a company’s “web footprint” Social Shares – similar to links Quality of followers, friends, etc. is more important than
quantity Encourage social sharing Social assets help gain additional real estate in search
listings Links from your Twitter account can signal to Google new
content on your site
Google Adwords for Small Businesses
7
David Hoffman, Search Smart Marketing
isearchsmart.com
How to make it work for you.
David Hoffman, Search Smart Marketing
isearchsmart.com
David Hoffman, Search Smart Marketing
isearchsmart.com
1. Pay-per-Click: Advantages Quick Results Budget Control Syndication Network: Measurable!
2. Pay-per-Click: Disadvantages Keyword prices Need to commit fair budget/campaign
trial time Requires ongoing attention; “set it &
forget it” is a recipe for failure Google defaults make money only for
What You Need To Know About PPC
Create Landing Pages That Convert Qualified Leads
9
Bob Ruffolo, IMPACT Branding & Design
impactbnd.com
What is a landing page? What makes a great landing page? What are content offers? What data should I collect?
Landing Pages
Bob Ruffolo, IMPACT Branding & Design
impactbnd.com
”Landing pages" are pages on your website on which one might land that:1)Has a form2)Exists solely to capture a visitor's information through that form.
Bob Ruffolo, IMPACT Branding & Design
impactbnd.com
Great landing pages provide the visitor a compelling reason to
complete the form and “convert.”
Nurture Leads to Make Them More Sales Ready
10
Bob Ruffolo, IMPACT Branding & Design
impactbnd.com
Leads of various sales readiness, how to move them through the sales funnel.
Lead Nurturing
Bob Ruffolo, IMPACT Branding & Design
impactbnd.com
The process of marketing to non-sales ready leads, usually through email marketing, in order increase sales readiness.
Use The Buyers Journey to Nurture Leads
Awareness Consideration Decision3 Stages:
Guest Article on Inc:
“Account Made Easy – 7 Things Every Business Owner Should Do Right Now”
Blog Article:“What do do
when someone you love is
having falling accidents”
Free Report:“Accounting
software usage, features, reviews, and testimonials”
Video:“Real stories from the families of C&H
clients”
Free Trial:“Try Quickbooks for free for 30
days. No obligation. No credit card
required.”Free Introduction:“Schedule an
appointment to meet one of our homemakers”
60 percent through the sales process before engaging a sales rep, regardless
of price point.
Questions?