Transcript the Tom Gale Digital Marketing

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VONT
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Started in 2007 by Ethos to bring best-in-class digital marketing and
website development to northern New England
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Currently have 26 staff serving over 150 clients
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VONT
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Agenda
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Website – what is its role in the age of social media?
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Digital Marketing – where to start, moving beyond the basics
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The role of the website in a social
media world
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Website provides “findable” content hub
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Important for brand content,
transactions or applications, brand
voice, long-form content (blog)
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Home for campaign-specific landing
pages
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Think of it as “hub and spoke” model –
website is hub, social platforms are
spokes
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Mobile
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Don’t settle for less than a fully responsive
website
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Typically 30-70% of website traffic is
mobile now
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Especially important if you plan to
leverage social media or target a younger
audience
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Conversion and cross-device attribution
still big challenges on mobile devices
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Digital Marketing
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Good news: Cost effective, highly
targetable, highly measurable
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Bad news: Can be overwhelming –
how to prioritize?
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The Decision Making Funnel
Least qualified
hardest to convert
More qualified
easier to convert
Most qualified
easiest to convert
Content, Display, Video,
Remarketing
Search Engine, Content,
Display, Video, Remarketing
Search Engine, Content,
Remarketing
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Best Places to Start
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Search Engines
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Generally most qualified source of
prospective customers
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Paid Search (PPC/SEM) is an
instant-on source of qualified traffic
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Search Engine Optimization is
foundational
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Blogging builds search visibility over
time
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Set up Google My Business Page
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Best Places to Start
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Social Media and Blogging
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Grows your search engine visibility
over time
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Gives you a chance to show your
expertise, bring value, entertain –
build relationships
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Paid Social Media advertising
allows some of the richest targeting
online and delivers bonus viral
reach
Post from company with 7,500 Likes
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More Advanced
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Inbound Marketing is a methodology and tool set that ties together
social media, blogging, offers and email – best for TOF/MOF, research
intensive buying cycles
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It focuses on creating useful content that attracts people to your website
where they can learn more about you on their own terms
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More Advanced
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Remarketing - Advertise to
people who have visited
your website – good for
reminder advertising
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Conversion Rate
Optimization – making your
site produce better results
from the same number of
visitors
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One to Watch
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Programmatic Advertising – Highly automated eco-system for display
and video advertising
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Fastest growing segment of digital advertising
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Target by audience or context or even by physical addresses,
lookalikes or based on purchase histories
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Highly Measurable
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Entrepreneurs
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Connect
Connect
Digital Marketing for
Branding in 20 Minutes!
Entrepreneurs
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