The document provides 15 tips to help cut through digital marketing nonsense, including ensuring content is relevant to the target audience and drives desired action, using tools like Google Analytics for tracking and call tracking for lead generation, and having a plan of action with specific, measurable goals and calls to action on every page. It also recommends building a responsive website for today's technologies and using social networks like LinkedIn that are effective for lead generation.

1. 15 things to help you cut through the nonsense
Digital marketing
presented by:
May 16, 2013

2. aboutme
VP of Client Service and Digital
Teams at Pathfinders, a full service
marketing communications firm.
I’m the father of two (soon to be
three), and am known to wear pants
that are primary colors.
kball@pathfind.com | @TheKellyBall
Kelly Ball

3. makes me an expert on this subject?
under 40
own multiple products
can wear jeans to work
person with the microphone

4. just a little…

5. website
responsive
twitterFacebook
frequency
Call to Action
analytics
Search Engine Optimization
Pay per click
bloggers
text
Linked in
email
content
social
newslettersdisplay
video
Whitepapers

6. is the most important ingredient to online success?

8. website
responsive
twitterFacebook
frequency
Call to Action
analytics
Search Engine Optimization
Pay per click
bloggers
text
Linked in
email
content
social
newslettersdisplay
video
Whitepapers

9. website
responsive
twitterFacebook
frequency
Call to Action
analytics
Search Engine Optimization
Pay per click
bloggers
text
Linked in
email
content
social
newslettersdisplay
video
Whitepapers

11. is content marketing?

12. definition
“Content marketing is a marketing technique
of creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience – with the objective of driving
profitable customer action.
Communicating… without selling.”
content marketing

13. FURTHER
Create relevant
content to drive
desired action.
refinement

14. FURTHER
Create relevant
content to drive
desired action.
refinement

15. to create & generate content

16. your target
step one

17. talking at visitors
step two

18. like a human
step three

19. within your organization
communicate
step four

20. in the medium
step five

21. today
to ask your team

22. How are we
measuring
success?

23. Goals should be:
S
M
A
R
T
pecific
easurable
ttainable
ealistic
imely

24. Are there call
to actions on
every page?

25. You lose
of your visitorsfor every click required to reach their destination.

26. Do we pass
the two
second test?

27. You only haveone chance at a first impression

28. Is our website
built for today’s
technology?

29. words
good badwords
responsive
mobile friendly
living & breathing
content driven
video
flash
canned
static content
© 2007
Comic Sans

30. What is our
plan of action?

31. Can’t build a house
without a blueprint.

32. to implement immediately

33. analytics
tool

34. (1)
tool
Google
analytics

35. (1)
tool
Google
analytics

36. (1)
tool
Google
analytics

37. (1)
tool
Google
analytics

38. tracking
tool

39. (2)
tool
calltracking

40. remarketing
tool

41. tool

42. (4)
tool
LINKEDIN
0.69% 0.77%
2.74%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
Twitter Facebook LinkedIn
Visit-to-LeadConversionRate
the best
for lead generation
social network
StudybyHubSpot.comincluded5,198B2BandB2CBusinesses

43. newsletter
tool

44. (5)
tool
joinnewsletter

45. authentic
tool
extra
credit

46. The end