This document provides information about digital marketing strategies and services from TOPS Digital Marketing Specialists. It discusses the importance of having a responsive website that works across devices and focuses on different content for awareness, consideration and conversion stages of the marketing funnel. It also explains the difference between search engine optimization (SEO) and search engine marketing/pay-per-click (SEM), and promotes TOPS' local roots, transparent approach and customizable dashboard for tracking campaign performance.

1. We need a favor…
Go to your web browser
Type in
goo.gl/vbn4K8

2. Hosted by
Your partner in strategic online marketing.

3. TO MAKE YOU
MONEY!
is here for one reason, and one reason only…

4. Who’s Who?
Savannah Blank Camile Turner
your TOPS Digital Marketing Specialists

5. DAVE
PATTERSON
Vice President of Business
Development
Smart 1 Marketing of
Columbus, Ohio
• 16 Year Sales Professional
• 10 years in digital with
annual sales of 2.6 million
• Digital Junkie, with an
occasional Whiskey
SPECIAL GUEST

6. First
things
first…
What questions do you
want answered?

7. The Digital Landscape
Welcome to my world!

8. Lexington Market Spend
Invested in Online Advertising: $220.20 M
2017 Average % of Ad Budget used for Online Ads: 56%
2018 Projected Online Ad spending: (+13%)
Total Local Advertising Spending for Lexington, Ky

9. Do you know someone like this?

10. So who’s using mobile? Everyone!
Your business can’t afford to ignore it.

11. How much time is being spent online?

12. Social’s impact is impressive

13. Streaming services are a thing – a big
thing!
STREAMING
AUDIO
STREAMING
VIDEO

14. Why are push notifications important?

15. IOT – the Internet of Things

16. So what will 2018 look like?
 Creative will expand – video, audio, digital formats
 Location based advertising such as Waze will grow at impressive rates
 Mobile, social and streaming will see continued growth
 IOT’s impact on retail will begin to spread
 Artificial Intelligence will have high adoption rates by consumers
 App builds and making sites mobile friendly will continue becoming mainstream.

17. One last thing…
True when considering
tactics – not true
when considering
companies!

18. Digital Marketing Strategy
 TOPS Approach:
COMPLETE DIGITAL MARKETING STRATEGY
 Responsive Web: Optimized for quality viewing on
any device
 SEO: A set of techniques that aid your website in
getting better positioning in major search engines,
organically
 PPC/SEM: Paid advertising campaign that support
your search results
 Social: A personified online presence and content
creation on major social networks.
 Programmatic Display: Media delivered by
software to a specific user based on the user data
(Right Ad > Right Person > Right Time)
Optimized
Web Design
SEO
PPC/SEM
Programmatic
Display
Social

19. Our complete offerings:
IP Targeting
• Campus IP
• B2B IP
• IP Matchback
• IP Reverse Append
• IP Mobile Device ID
• Direct & Cookies-Based IP
Web Design
• Full Responsive Site Design
• Full Ecommerce Site
• Mobile Only Site
• App Build Outs
Display Marketing
• Contextual
• Category
• Behavioral Targeting
• Search Retargeting
• Retargeting
Search Engine Optimization
Email Marketing
Social Media Local Business Listings
• Directory Listings on 50+ sites Native Advertising
• Desktop
• Mobile
• Video
Video
• Streaming options
• Youtube
• Facebook
• Twitter
• Instagram
• LinkedIn
• Youtube
• Pinterest
Search Engine Marketing (PPC)
• Google, Yahoo, Bing & AOLWaze
Digital Press Release
Streaming Radio
Mobile Targeting
• Geo-Fencing
• Geo-Fence Retargeting
Full Reporting Dashboard
Creative Services Team

20. Website Design
 What is the true purpose of your website for your business?
 They may look shiny, but if the marketing smarts are not cooked in at design time,
then you will be running the marketing race with a wooden leg.
Your website is the center of your digital marketing world —
the place that all digital rivers run toward.
Is your website a
TELLER or a SELLER?

22. Website Design
 Where does your site content touch on your marketing funnel?
Awareness
Consideration
Conversion

23. Website Content
Awareness
Aids your
prospective customer
understand the problems they
face and illustrating your
experience and credibility in
solving them.
• Blog posts
• Informational articles
• Comprehensive guides
• FAQs
Consideration
Aids your prospect compare
you against the other offerings
out there. This tends to be
practical content that helps
the customer make a decision.
• Product or service
information
• Product demonstration
videos
• User guides
Conversion
Drives conversions and should
gently encourage a sale or
lead.
• Reviews
• Testimonials
• Free trial
• Free consultation

24. Grab your
phone.
 Go to your web browser.
 Type in your company website
address.
 Does it appear as it does on desktop?
 Does it fit the frame of your phone
screen?
 Is the font legible?
Let’s take a
quick look…

25. SEOSearch Engine
Optimization
Is it…
or
SEMSearch Engine
Marketing/
Pay-Per-Click
Understanding the difference & impact on your marketing strategy.

27. 93%
of online
experiences
start with
search engines

29. The
Difference
 Provide a connection point between your
campaign to your investment.
 We keep your business goals at the forefront of
every campaign.
 Trusted throughout Central Kentucky.
 Great brand awareness with local reps that
get things done!
Why become our
partner?
What sets TOPS apart?
Trusted.
Local.
Transparent.

30. The TOPS Dashboard
You will receive a custom dashboard
that will deliver daily results of the
campaign so that you are always
aware when it comes to
performance.

31. Our Kentucky Roots
 Founded in 2005
 Our roots are digital! Started as a website only!
 Lexington’s Original Social Media

34. Office on High Street.
The Team!
Your Partners & Partiers!
Thanks for
attending the
December
Lunch & Learn!