Transcript Custom only – no template sites Standards

Five
Multi-Channel Marketing
Sparrows
Five
Your Website Should Be:
Sparrows
• Custom only – no template
sites
• Standards-based CSS code
Your
Website
• Compatible with today’s web
technology
• Fully owned with access to all
files and content
• Avoid free or proprietary
platforms – don’t get boxed in!
Five
Search Engine Optimization
Sparrows
• Keyword research matters
• Optimize each web page
SEO
• Content “freshness” is a new
ranking signal
• Inbound links still important
• Local search
• Paid ads
Five
Your Social Presence
Sparrows
• Facebook
• Twitter
Social
Media
• LinkedIn
• YouTube
• Google Plus
• Blog
Five
Online Marketing
Sparrows
• Article syndication
• Video marketing
Online
Marketing
• Directory submissions
• Press releases
• Optimized landing pages
• QR codes
Five
Email Marketing
Sparrows
• E-newsletters
• Email campaigns
Email
Marketing
• Opt-in only
• Multi-media links (podcast,
video, social...)
• Consistent sending schedule
• Use a professional listserv
service
Five
Track & Measure
Sparrows
• Web analytics
• SEO ranking reports
Track &
Measure
• Social measurement reports
• Email campaign results
• Google Alerts
Five
Mobile Website
Sparrows
• Mobile “friendly” is not
enough
Mobile
Website
• Regular websites are difficult
on mobile devices
• 50% of people in the U.S.
today have smart phones
• Mobile will be consumers’
“first screen” by 2013
Five
How to Manage ALL Channels
Sparrows
• Set up and configure channels to work
with each other
Integrated
Marketing
Management
• Build a Content Pipeline to plan and
schedule marketing activities
• Send updates to channels with one
action
• Pre-schedule automatic marketing
activities
• Use Content Manager to make content
updates