irba interactive marketing workshop
DESCRIPTION
A comprehensive overview of marketing in the interactive realm of the world wide web. The workshop covers evaluating and organizing your content. Shaping your marketing message. Deploying your content on your own web site as the hub of your company's publishing hub. Optimizing and strategizing for effective search results. Establishing a presence and effectiveness in social media. Web video principles, Email marketing strategy and mobile web sites. Whew!TRANSCRIPT
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Joe Smithdesigner, developer
Download this presentation fromslideshare.net/artdudejoe/
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IntroductionsElevator Speech
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ContentFor Interactive
Evaluate ItShape It
Organize ItSearchable It
Social Media ItEmail ItMobile ItVideo It
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Content is King
Search
Re-usable
Search
Relatable
Search
Sticky
Search
Followable
Why?
Search
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Companies have become their own media outlet
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Your Current ContentTake a web inventory
TitleButton Title
Meta Title
Meta Description
Text content
ImagesFormsGraphics
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Weed OutRedundantOut-of-date
TrivialUnclear
Inaccurate
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Other Sources of ContentNews releases
Media MentionsYour Locations
Key PlayersPrinted Materials
Products & Services
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Questions about content evaluation?
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Effective Content CreationIdentify what prospects wantNot what you think they need
People are thinking about solving problemsNot about trees.
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Ideal CustomerFirst Name
GenderAge
NeighborhoodFamily Situation
Job & SalaryOwn a pet
Conservative, Moderate or LiberalCar
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Ideal Customer’s LifestyleWhat are their fears?
What do they get from you?What are their biggest dreams?
What are their nightmares?What proof do you have?
Write a letterWrite an article.
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Questions about content creation?
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Up Town
West Hills
South Gate
“New Red Widget Arrives”
“United Way Donations Delivered”
“Summer Hours Start Saturday”
Regular
Deluxe
Pro
Menu Driven Organization
Locations News ProductsAbout Us
Home
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Content Management Systems
UsesOrganize your content
Update content at any timeSearch engine bait
Custom content like images and video
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Content Management Systems
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Custom CMS
Flexible designComplete integration
Simpler usability
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Home
Menu as MessageAbove the ‘fold’
Story after the ‘fold’Home is not for everything
Start with simplest
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Questions about Content Management & Organization?
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Search
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Good SearchStarts with good content
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Searchable TextPage Titles
Meta Descriptionsalt you images
<h1>Headline</h1>Avoid text in images
google.com/webfontsAvoid framesets
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Search
Use HTML5 for media
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Search Link SeedingRelevant Links
Reciprocal LinksSocial Media
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Pay Per Click
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Questions about Search?
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Social MediaGather Followers
Expert Tips
News
Specials
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Social MediaConversation with Customers
Conversation Starters
Encourage Responses
Respond
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Social MediaOutlets
facebook Twitter Google+ YouTube LinkedIn Yelp! foursquare
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Social Media
Make a company pageCreate local business pages
Enter your locationCreate a “Like Me” pageGive reasons why to like
Update status weeklyUse URLs in posts
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Social Media
Get an accountBrand your page
Follow related people and businessesTweet 4 times a week
Use shortened URLs in posts
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Google+
Social Media
Don’t use your personal gmailCreate a business gmail account
Make a business pageRegister locations
Add people to your circlesPost weekly updates
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Social Media
Add your location to all of theseEnter descriptions
Upload photos
facebook Google+ Yelp! foursquare
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Questions about Social Media?
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VideoAttention grabber
Immersive.Don’t do crappy videoUse a tripod, pleaseLess than 3 minutes
Host videos on YouTube or Vimeo
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Email MarketingMichelle Kimball
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Email Marketing Is…delivering professional email communications
to an interested audiencecontaining information they find valuable.
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Email Service Providers automate best practices
Provide easy-to-use templates
Reinforce brand identity
Email addressed to recipient only
Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribes
Improves email delivery, tracks results and obeys the law
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Build Your List Where You Connect!
Service or Sales Calls
Events and Meetings
Email Signature
In-store Guest Book
Website Signup
Customer & Prospect Database
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I want to…
PromoteMotivate purchases
Increase event attendanceInform
Inform potential customersDifferentiate my business
RelateIncrease loyalty
Encourage more referrals
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Provide Value to Your AudiencePromotional Email Discounts, coupons, offers, incentives.
Relational Email Special privileges, acknowledgement
Informative Email Advice, research, facts, opinions, tips
savings
quality knowledge
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Determine Appropriate FormatNewsletters
Frequency: Regular i.e. monthly / weeklyLots of educational content (typically non-promotional)
Use bullets, summarize information, be concisePromotions / Invitations / Surveys
Frequency: Depends on your business and sales cycleFocus on promotion / limited content
Use content to invite click-through or other action=Announcements
Frequency: Event-drivenPress releases, holiday greetings, thank you cards…
Use content to build deeper relationships
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Frequency & Delivery TimeHow often to send
Create a master scheduleInclude frequency in online sign-up “Monthly Newsletter”
Keep content concise and relevant to planned frequency
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Frequency & Delivery TimeWhen to send
When is your audience most likely to read it? Day of week (Tuesday & Wednesday)
Time of day (10am to 3pm)Test for timing
Divide your list into equal partsSend at different times and compare results
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Getting Email OpenedThe “From” line
Use a name your audience recognizesInclude your organization name or brand
Refer to your business in the same way your audience does
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MobileDetect mobile device Go to a separate site
Some of the same contentFormat to look good on tiny screens
Use location service
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Questions?