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Integrated marketing for success

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Doug Hay & Associates
Doug Hay & Associates

Presentation by Doug Hay, CEO of Doug Hay & Associates covering how to integrate the various elements to maximize the ROI for small and medium businesses.

Business
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Integrated Marketing For Success Presenter: Doug Hay, CEO
Agenda ,[object Object],[object Object]
What Is Marketing ,[object Object]
What Is Marketing (cont’d) ,[object Object],[object Object]
Marketing Strategy ,[object Object],[object Object],[object Object]
 
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
We already know that Google is a huge proponent of social media. In fact, Matt Cutts, the head of web spam at Google, has stated on multiple occasions that one great way to succeed in SEO is to create a blog and push those blog posts out through social media profiles ( learn more about this here ).
Search Engines ,[object Object],[object Object]
 
[object Object],Content Marketing
Creating Content ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
Photo credit: http://reodispenser.com/
 
The Long Tail
The Long Tail ,[object Object],[object Object],[object Object],[object Object]
http://www.novamind.com
Photo credit: http://www.mersiomarketing.com/blog/
 
 
Image credit: http://www.gapingvoid.com
http://www.awarenessnetworks.com
 
http://www.trafficteria.com/
 
Competitor Love ,[object Object],[object Object],[object Object]
Integrated Marketing Strategy Social Media Blog Offline Marketing Web Site
 
 
 
 
 
 
 
 
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Challenge of the Living Web ,[object Object],[object Object]
 
Study Findings ,[object Object],[object Object],[object Object],[object Object]
Study Findings ,[object Object]
Search engines play a dominant role in purchases ,[object Object],[object Object]
Search engines play a dominant role in purchases ,[object Object]
Why Do It? ,[object Object]
Google Search Results Page Track how supporters are engaging with you through various channels online. What are they doing and where are they doing it? What paths are the taking as they move between your website, blog, email, and social media profiles? What types of content seem to work best in your email newsletter versus your blog or Twitter? Also think about ways you can reuse content across channels. Listen to the conversations and bring what you learn back into new content. Can you post a question on Facebook or Twitter and use the conversation there to guide the creation of a blog post?
Purpose ,[object Object]
Conversion ,[object Object]
[object Object],[object Object],[object Object],[object Object],Different Styles
[object Object],[object Object],[object Object],Prospects Are Online Actively Searching
[object Object]
Rather than do outbound marketing to the masses of people who are trying to block you out, I advocate doing "inbound marketing" where you help yourself "get found" by people already learning about and shopping in your industry.  In order to do this, you need to set your website up like a "hub" for your industry that attracts visitors naturally through the search engines, through the blogosphere, and through the social media sites.  I believe most marketers today spend 90% of their efforts on outbound marketing and 10% on inbound marketing and I advocate that those ratios flip Read more: http://blog.hubspot.com/blog/tabid/6307/bid/2989/inbound-marketing-vs-outbound-marketing.aspx#ixzz0rtrPqiJF
Word Of Mouth ,[object Object]
Seniors ,[object Object],[object Object],[object Object],[object Object]
Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is Web 2.0? ,[object Object],[object Object],Web 1.0   Web 2.0 Ofoto Flickr mp3.com Napster Britannica Online Wikipedia personal websites blogging Publishing Participation Content management systems Wikis stickiness syndication
What is Influencing Consumers and Business Buyers? ,[object Object],[object Object],[object Object],[object Object]
Influencing Purchases ,[object Object],[object Object]
Top 5 Media Influencers on Consumers Buying a Car ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Top 5 Media Influencers for Consumers Buying Electronic/Home Furnishing/Appliances ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Organic Search ,[object Object],[object Object]
Google Rankings ,[object Object]
SEO ,[object Object],[object Object]
Successful SEO ,[object Object],[object Object],[object Object],[object Object],[object Object]
Key Word Research ,[object Object]
Optimizing Web Pages ,[object Object],[object Object]
Sample of Keyword Research
One Major Word ,[object Object]
Page Titles ,[object Object],[object Object],[object Object]
Key Word Repetition ,[object Object],[object Object]
Page Format ,[object Object],[object Object],[object Object],[object Object]
Can It Be Scanned? ,[object Object],[object Object]
Text Formatting ,[object Object],[object Object],[object Object]
Caps Slow The Reader ,[object Object],[object Object]
User Focused ,[object Object],[object Object],[object Object]
What To Feature? ,[object Object]
Skip The Clich és ,[object Object],[object Object],[object Object]
One Topic Per Page ,[object Object],[object Object],[object Object]
KISS ,[object Object],[object Object],[object Object]
Product Lines ,[object Object],[object Object]
Product Pages ,[object Object]
Stale Content ,[object Object],[object Object]
Alternate Spellings ,[object Object],[object Object]
Conversion Drives ROI ,[object Object],[object Object]
Stress Benefits ,[object Object],[object Object]
Inbound Links Your Content Link Back To Your Site ,[object Object],[object Object],[object Object],Web sites Web sites
Keyword-rich Hyperlinks ,[object Object],[object Object]
Make Links Informative ,[object Object],[object Object],[object Object]
Meta Tags ,[object Object]
Title Tag ,[object Object],[object Object],[object Object]
Description Tag ,[object Object],[object Object]
Keyword Tags ,[object Object],[object Object]
Summary ,[object Object],[object Object],[object Object]
Action Items ,[object Object],[object Object],[object Object],[object Object]
ROI For SEO ,[object Object],[object Object]
Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
More Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Contact Details ,[object Object],[object Object],[object Object],[object Object],[object Object]
Copyright Notice ,[object Object]

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Integrated marketing for success

  • 1. Integrated Marketing For Success Presenter: Doug Hay, CEO
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  • 10. We already know that Google is a huge proponent of social media. In fact, Matt Cutts, the head of web spam at Google, has stated on multiple occasions that one great way to succeed in SEO is to create a blog and push those blog posts out through social media profiles ( learn more about this here ).
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  • 30. Integrated Marketing Strategy Social Media Blog Offline Marketing Web Site
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  • 48. Google Search Results Page Track how supporters are engaging with you through various channels online. What are they doing and where are they doing it? What paths are the taking as they move between your website, blog, email, and social media profiles? What types of content seem to work best in your email newsletter versus your blog or Twitter? Also think about ways you can reuse content across channels. Listen to the conversations and bring what you learn back into new content. Can you post a question on Facebook or Twitter and use the conversation there to guide the creation of a blog post?
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  • 54. Rather than do outbound marketing to the masses of people who are trying to block you out, I advocate doing "inbound marketing" where you help yourself "get found" by people already learning about and shopping in your industry.  In order to do this, you need to set your website up like a "hub" for your industry that attracts visitors naturally through the search engines, through the blogosphere, and through the social media sites.  I believe most marketers today spend 90% of their efforts on outbound marketing and 10% on inbound marketing and I advocate that those ratios flip Read more: http://blog.hubspot.com/blog/tabid/6307/bid/2989/inbound-marketing-vs-outbound-marketing.aspx#ixzz0rtrPqiJF
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Notes de l'éditeur

  1. He who has the mouse in his hand is King People are researching ideas, causes, products, services, companies on the Internet. When someone searches a keyword that describes your business offering, if you don’t come up on page one you are losing business