GETTING SALES ONLINE

Understanding Online Marketing And How It Gets You SALES!!!

YOUR PATH TO ROI

HOW PEOPLE SEARCH ONLINE94% of YOUR new customers begin

their search with a search engine.

80% is Google’s share of local search 75% of all new customers come from online.

Well over half of your whole marketing campaign could come from being on Google full time!

WE ARE ONLINE MOST OF THE TIME

Top activities performed during simultaneous screen usage60%Emailing44%Surfing the net

42%Social Networking

25%Playing a game

Average time spent per interaction

43Minutes

39Minutes

30Minutes

17Minutes

From Google Research 2012

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Think those inspiring vision boards don’t result in referral traffic to websites and blogs? Think again. In January 2012, Pinterest drove greater traffic to websites than LinkedIn, Google Plus, Reddit, and Youtube — combined.

Engagement Starts ON TV

Brand Doesn’t Matter – Just Subject

Initial Search Begins on Small Screen

From Google Research 2012

Shopping Content – Not Buying

What do we want the audience to experience from your brand?

Every company has different goals for different products and services.

We need to know what that is to include that in the strategy process.Content fuels customer engagement at all stages of the customer life cycle from top of funnel to ongoing relationship.

It is harder-working than other media because it covers the entire purchase cycle. It allows a brand to retain a relationship with the customer even if it’s not transactional – a magazine or Website that is lifestyle-oriented, for example, and keeps the customer connected to the brand until he or she is ready to purchase again is key.

Awareness happens by speaking their language and showing you are an expert!

It is the first step of engagement and an important step in the sales cycle.

YOUR SALES CYCLE

Engagement

Interaction

Bonding

Transaction

Repurchase

Lead Activity PathAdvo

.

The Path To Your ROI

BEING INFORMED IS… SECURITY

Did you know 70% of business decision makers say branded content helps them make better purchase decisions?

If you are a B2C company; 80% percent of consumers are more likely to buy from companies that offer content about their products & services.

You want to make your clients feel GOOD. They buy from experts they trust.

Being An Expert is Rank

Whether you believe it is good or bad, this change has ramifications for content creators. Brands know they must create content, not just to stay fresh and relevant in organic search results, but to engage their customers and act as thought leaders in their industries.

How to Rank High in Search Today

Google wants to prioritize content created by verified writers with authority in certain topics in its results.

Credibility is what makes Google’s search results as efficient and useful as they are. Filtering out the spam was the goal of PageRank, and SEO spammer and linking schemes still found ways around that.

Not Just ANY Writer Will Do You need a ghost

writer for your expertise that can translate your thought leadership into the right language your customer speaks on every channel. A Digital Marketing Manger knows content strategy and content management.

Author Rank

Google is now verifying individual writers through its social network, Google+ with something called Author Rank.

Google + is Authority Rank Have you been

running a business for 10 years? 20 years? Guess what? You are AN EXPERT!!

You have value that can market you online!

You need to share what you know. Sales are based on TRUST. People TRUST EXPERTS.

The Google Influence Google doesn’t own social

networking, but it does own search and email (and surprise! new Gmail signups automatically get Google+ accounts). With Author Rank, it’s outsmarting SEO spammers while forcing content producers to use Google+. They may not like it, but the alternative — risk losing influence, isn’t much better.

Traffic from Social Exceeds Search

Many bloggers and publishers today are seeing traffic from social exceed that from search engines; social sites like Pinterest, for example, are now top traffic sources for some retailers.

A lot of Companies (B2C) Market Wrong on Social Media Social Media is often now the first step in a sales process path

online… but it is NOT A DIRECT SALE! It is simply getting their attention.

Social Media is Used to Build trust

Promotes good relevant content, run contests, creates an identity in your industry first.

Once people recognize that you don’t just blast your company’s PR all over the place, but share stuff they like (give good advice, relevant info etc) and find useful, they will follow and like your activities and SHARE YOU.

Away from Facebook

Now that you have their attention, it’s time to drive them off of Facebook and into your website. In there you have total control over the environment and thus can work your conversions magic.

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HOW WE MAKE NEW SEO WORK…

1. We create content that people will have an incentive to share and… not just blogs or articles, but photos, videos, eblasts, you name it.

2. We do keyword research to see what topics are popular and interesting, so we don’t waste effort writing about things people don’t care about, we find the spin-off.

3. We lead this content your website!

4. We show that you stand for something, and write about that. People don't buy what you do, they buy why you do it. You are an expert, but why are you passionate about it? Why should anyone care?

Your Website: A 24-hour Store Front

Your website is the face the world sees, the source of official information about your company, and the one place online where your company controls the content. However, people need to know you HAVE A WEBSITE, through search, social media, blogs and promotions.

Complexities of Your Website

Getting their email is a transaction. You want their email, so you have to offer something they want in return. Your job is to sell the idea of subscribing to your list, and you need an attractive offer to do it. Once you are in their email inbox, you are 80% on your way to the sale.

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CONTENT STRATEGY CONSIDERATIONS

PLANNING &

STRATEGY

CAMPAIGNDEVELOPMENT

DISTRIBUTION &

PUBLISHINGAudience Needs

Media Consumption

Business Requirements

Brand Experience

Content Audit

Competitive Analysis

Content Purpose

Key Themes & Messages

Storyline Strategy

Experience Paths

Recommended Topics

Content Strategy

Syndication Partnerships

Customer Journey

Publishing Schedule

Distribution

Community Management

Measure

We Need Stuff To Strategize

Strategy Process:

PART 1: Content Planning

- Content Strategy Process: What’s Missing? Content

Inventory/Audit Gap/Comparative

Analysis Editorial Strategy

& Brief Content

Templates Channel Distribution

- Content Production & Review

Media Consumption

Boomers Not a mobile market Love the ipad or

kindle Search/Community

Sites (FB & Pinterest) News & Information

sites Entertainment sites Financial/investment/

insurance sites

Accumulators Love Mobile 6-9am radio 9-5 News & Info 5-8 TV & Mobile 8-11TV &

Entertainment

Target Audience Personas

Baby boomers

Accumulators

Accumulators are looking for sound financial advice but they are held back from seeking help with financial tasks because they are unsure of whom they can trust

Three screaming unmet needs as key to motivating the many investors who would be interested in new services but are afraid to act: ‘(1) tell me what you do, (2) how you are paid, and (3) how to evaluate you.’

Four in 10 Accumulators find retirement planning difficult but aren’t getting help. A similar proportion isn’t seeking help in getting started saving and investing.

LOGICAL CREATIVITY WITH PURPOSE

Before you can measure ROI based on clicks, hits and sales, you need to have content to send across the channels. And that content starts with a strategic storyline.

YOUR CAMPAIGN NEEDS MULTIPLE ARCS

Developing a sense of structure of stories (campaigns) requires, settings, character, moods and a plot.

EACH CHANNEL NEEDS MULTIPLE ARCS

CHANNEL STRATEGY

Is Not Just About Where – But Also When

How do we make it happen?

EMPLEMENTATION Editorial Brief/Calendar

BenchmarksChecks and Balances

Staying flexible to grasp new opportunities

The Editorial Calendar

The back bone of your Content Strategy becomes your BRANDING BIBLE

EDITORIAL CALENDAR ENSURES OBJECTIVES ARE ACHIEVED

Website Content

is your 24-hour

store front. Then you

need to get people to your website from other places on the web.

Your Editorial Calendar becomes your online compass for your Target Audience.

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The Implications of Imagery The emergence and growth of social media applications that focus

entirely on photographs has required companies to take a closer look at the way images reflect their brand. The way in which Instagram and Pinterest and Google take the persuasive power of pictures to a new level, creating engagement between consumers and brands based entirely on visual cues, demands that the imagery put forth on behalf of your brand is coherent.

In other words: PHOTOS & VIDEO ARE VERY IMPORTANT!!!

Inforgraphics & Visual Marketing

Just as people do judge books by their covers, online shoppers will judge your business based on what they see when they arrive on your site and encounter your brand elsewhere on the web. NDM’s Graphic Designers work with your specific Content Writers to create custom visual content that tells a compelling story on behalf of your brand.

From exclusive infographics and rich formats for white papers to custom images for blog posts, your Content Marketing Strategist helps you find the best visual content mix for your business goals.Power thought leadership marketing with visual content

The combined efforts of NDM’s skilled Design and an industry-focused Content Writer produce infographics that appeal to target audiences with substantive, relevant information in an easily digestible format. Eighty-three percent of consumers’ learning happens visually, and they’ll be more likely to remember your brand if you teach them about valuable industry demands, trends or best practices with graphic content.

Even adding simple custom graphics to illustrate your news articles, blog posts, landing pages and other site content increases the likelihood that visitors will pay attention to what your brand has to say:

Color visuals increase willingness to read by up to 80 percent.

OutBrain – Content Partnership Distribution

Outbrain is the leading content discovery platform on the web. Outbrain recommends your article, mobile and video content on your site and on premium publisher sites to expose it to highly engaged audiences across more than 100,000 publisher sites of over 300+ premium publishers.

It drives traffic to your content by recommending it alongside the editorial on top publisher sites. Get your content discovered by the right audience at the right time.

The audience coming from Outbrain is already in content consumption mode, therefore more engaged and more likely to stay longer.

Digital Management

To help you achieve branding, search and social visibility, traffic, leads and sales, Dawn breaks down what she does in four parts:

1. I guide your integrated content marketing plan: Identify your audience, set appropriate goals and establish your custom, SEO-friendly editorial brief.

2. Provide high-quality content with unique news content marketing approach for your exclusive marketing campaign.

3. Help you leverage your content and build your brand via guidance on social sharing and strategic execution.

4. Maximize your ROI with analytics that measure and shape your continued content marketing plan.

GETTING SALESHOW IT WORKS