Digital Marketing for Small Business 101

DIGITAL MARKETING: GROW YOUR REACH ONLINECHRISTINA INGE, THOUGHTLIGHT/SLEEK MARKETING UNIVERSITY

THE DIGITAL MARKETING LANDSCAPE IS CHANGING

Channels

connect for

network

effects

Integrated

Technical

and

content

Mobile

Not a

broadcastUser-Centered

WHAT ARE YOUR CHANNELS?

• Concentrate where your users are

• Do 3 things right rather than try to

do 20 things

• Focus on content and create

substance-digital does not equal

ephemeral or low-value

WHAT WE’RE GOING TO COVER

• Tips for getting started or optimizing social, SEO, email, and

more

• Strategies to get more reach with the same, or less, time

• Tools to make it all easier

SOCIAL MEDIA

• Engage

• Get feedback

• Turn stakeholders into

advocates

IS FACEBOOK WORKING?

• Many brand pages get only 1-

8% engagement

• Increasingly a paid channel

• Groups

• To engage:

• Ask questions

• Talk about real-world programs

TWITTER

• Be friendly

• Use hashtags with common

sense=no more than 3

• Research influencers

• Take part in chats,

conference hashtags

• Don’t do “hashtag-jacking”

• Favorite for follows

WHAT ABOUT ALL THAT OTHER STUFF?

• Meerkat

• Snapchat

• Instagram

HOW OFTEN DO WE POST?

• No right or wrong answer

but at least 3x/week is a

minimum

• 80/20 rule

• Content curation is a

team sport

• Have a hashtag for

everything

SEO

SEO—STARTS WITH KNOWING HOW YOUR STAKEHOLDERS THINK

What are

they

searching

for?

When?How?

AND MAKING SURE YOUR SITE SAYS IT

• Google looks for keywords on your

page

• If you are about Sustainable Vegan

Snacks, your site will need to contain

those words

• A lot

• Also, will need to live in the code:

• Title tags

• Meta description

• Image ALT

SEO = USER EXPERIENCE + CONTENT + MOBILE + SOCIAL

• The most integrated of all digital strategies is how you show up in Google

• Old way = code your page and win

• New way =

• Code your page

• Get a lot of social buzz

• Load pages quickly

• Have a great mobile experience

• Be in the right place at the right time (local search)

• And get the right visitors

EMAIL AND BEYOND

EMAIL

• Still should be your #1 digital

channel besides your website

• Mobile is key

• Build from blogs, curated

content, UGC

FOLLOW THESE 5 RULES FOR EMAIL

• Simple: remember, it’s mobile

• Identifiable: use your logo, recent photos

• Predictable: regular, frequent cadence is key

• Honest: in your subject line, in your text

• Actionable: click here, do this is what people want

ADVERTISING IS NOT A DIRTY WORD

• Use social media to target people by appropriate interest

• Retarget your lists

• Retarget visitors

• Get a decent camera

• You do need video

• Hootsuite, Sprout Social, Tweetdeck

• Schedule & measure

• Google Analytics, KISSMetrics

• Litmus for email rendering

• https://developers.google.com or Pingdom for page loads

CONNECT THE DOTS

If your ad is showing on mobile,

it needs to go to a mobile-

friendly landing page

If you mention cost in your

Facebook post, it needs to go to

a landing page that covers costs

If you tweet your kids’ events,

make sure they are prominent

on your homepage

THANK YOU

• Christina Inge

• @ChristinaInge

• [email protected]

• Meetup.com/Sleek-Bloggers-Meetup