On September 20, 2013, tbk Creative led an educational workshop for the London Chamber of Commerce (London ON). The presenters from tbk Creative were Andrew Schiestel and Shockley Au. This is a copy of the Power Point presentation.

1. #DD2013

2. • Radio
• TV
• Newspaper / Magazine
• Direct Mail
• Outdoor
• Tradeshows
• Sales booklet
• Sales Outreach

3. • Radio
• TV
• Newspaper / Magazine
• Direct Mail
• Outdoor
• Tradeshows
• Sales Brochures
• Sales Outreach
• CRMs
• ERPs
• CMS
• E-Commerce
• YouTube
• Facebook
• Twitter
• Instagram
• Pinterest
• LinkedIn
• Mobile websites
• Mobile apps
• Your Website
• Other Websites
• Google (search engines)
• News websites
• Mobile
• Tablet

4. FRAGMENTATION

5. Demand (high)
vs.
Supply (low)

8. PROGRESS

11. SET A GOAL

12. Table of Contents
• The Power of Web
• Improving website success
• Content marketing
• Search engine optimization (SEO)
• Search engine marketing (SEM)
• Canadian privacy laws
• Email marketing
• AODA
• Website Development tips (8)
• Social media (fast tips)

13. THE POWER o f WEB

14. Retail = +3X

15. Non-Retail = +10X

16. Year-over-year growth in overall web traffic averages
around 73%.

17. Year-over-year growth in mobile web traffic
averages around 134%.

18. Number of leads
Close rate
Average sale

19. Number of leads - 16
Close rate - 25%
Average sale - $10,000
$480,000 per year in revenue

20. INCREASE
WEB QUALITY
(web changes)

21. INCREASE
WEB QUANTITY
(web traffic)

22. A) WEB
MODIFICATIONS
(quality)

23. Speed

24. Brand Promises

25. Offers

26. Credibility

27. Contact Us

28. Unique Value Propositions

29. Storytelling

30. B) GO AFTER THE
NON-BUYERS

31. E-GUIDES

32. WEBINARS

39. RESULTS

40. Scholar’s Choice
500+ registrations per webinar

41. Fertility Ontario
• Old website – 1.2%
• New website without content marketing – 2.1% (75%+)
• New website w/ content marketing – 8.4% lead
conversion (300%+)
• 600% overall increase in leads

42. SEARCH ENGINE
OPTIMIZATION (SEO)

43. Why Organic Search?

44. Traffic Volume
• 70% of clicks are on
organic listings
• 30% of clicks are on
paid listings

45. Trust
• Non-paid
• Strong algorithm yielding
relevant results
• On the flip side, you get
relevant, (Google-qualified)
potential customers

46. Purchase Cycle

47. STEP 1 –
KEYWORD RESEARCH

48. Finding the right keywords
to optimize your site for.

49. Two main factors:
1. Relevance
2. Search volume

50. Free Tool: Google AdWords
Keyword Planner (write this down)
• Provides search volume data for specified keywords in specified geo-locations

51. STEP 2 –
ON-PAGE SEO

52. Main elements include:
• Titles
• URL structure
• H1/H2/H3 headings
• Textual content
URL Structure
H1/H2/H3 heading
Textual content
Title

53. Pitfalls to avoid:
• Keyword stuffing
• Hidden text
• Thin/duplicate content (Panda, 2011)

54. Google local
• About half (48%) of the non-
marcomm attendees don’t
have their G+ page set up.
• Create G+ local page
• Optimize page (complete page,
text, images, reviews, verify listing)

56. STEP 3 –
OFF-PAGE SEO
(Link Building)

57. 60% - 80% of search ranking
comes from links pointed to your
website

58. Two main factors:
Quantity
• # of raw links to your site
• # of unique referring domains
Quality
• High authority sites
• Relevant sites/pages

59. 6 Action items:
1. Reach out to business
partners and directories for
a link
2. Develop good content
(link bait)
• Canada's Most Vulgar
Cities: Ontario Tops
List (INFOGRAPHIC)

60. 4. Guest blog
5. News write-ups on your company (politely ask the
editor/journalist)
3. Enable and encourage social sharing
• Free Tools: ShareThis, AddThis
6 Action items:

61. 6. Competitive analysis
• Tool Tip: Use Moz.com (formerly SEOmoz.org)
6 Action items:

62. The Pitfalls
• Unnatural link profile
• Spammy links (Penguin, 2012)
• Over-optimized anchor text
• Link velocity

63. Summary
• Develop good quality content
• Tougher penalties, choose SEO vendor that
prescribes to best practices long-term

64. Paid Media
(Search & Display)

65. Why Paid Search?

66. 30% of clicks are on
paid listings

67. Greater control
• Control costs with maximum cost-per-click (CPC)
• Better visibility (placement + extensions)
• Instantly turn on/off
• Messaging aligns with query
• Target locations, devices, time of day / day of week

68. Purchase Cycle
• Evaluation, Purchase/Conversion

69. Google Display Network

70. Why Google Display Network
(GDN)?
• GDN reaches over 83% of unique Internet users
around the world
• 4% of online time is spent on search

71. Targeting options
• Locations
• Keyword contextual
• Topics (of sites)
• Interest (of users)
• Managed placements (targeting specific sites on
GDN)
• Remarketing (think: purchase cycle!)

75. Control costs
• Auction based, set max CPC or CPM bids
• $1 - $3 CPM
• No minimums

76. Rich media options
• Text
• Static images
• Animated images
• Video

77. FACEBOOK ADS

78. Why Facebook Ads?
• Market penetration (50%+ across all ages/genders)
• Where consumers spend time
• Unique targeting options
• Affordable
• CPMs range from $0.15 to $3.00
• CPCs range from $0.50 to $1.00

79. LINKEDIN ADS

80. Why LinkedIn Ads?
• Corporate-centric
• Where professionals spend time
• Unique targeting options

81. Last tip: Conversion Tracking

82. PRIVACY LAWSPrivacy Law section supported
by and courtesy of Harrison Pensa LLP
This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.

83. We currently fall
under PIPEDA
This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.

84. • Attain consent for email marketing
• Use information for purposes in which it was
collected
• Add a Privacy Policy to your website
• Promotion-type emails (vs. service-type) are
technically to have an unsubscribe
• Control opt-out better with a Manage
Subscription page
Some privacy tips and
things to know (current):
This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.

85. • Likely coming into effect in 2014
• CRTC requiring proactive opt-in
• 2 year implied rule on customers
• May or may not grandfather (up on the air)
• Opens the door for civil or class action ligitation
Upcoming privacy law –
Canadian Anti-Spam Law (CASL)
This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.

86. EMAIL MARKETING

87. TOP QUICK TIPS

88. • Final Reminder
• An Invite to Connect
• Tomorrow's Social Event
Don’t use more than 4
words in your subject line.
Examples could be:

89. • Can lead to lower open rate
• Can get caught in more junk folders
Avoid characters like exclamation
marks and CAPITALS LIKE THIS…!!!

90. Don’t forget your
Call to Actions

91. Get rid of your PDFs.
Go with third-party mail tools
(i.e., MailChimp)

92. Personalize when possible
• Recipient name
• Sender name
• (MailChimp does this)

93. Keep your email list current

94. Brand & Beautify
(if resources permit)

95. Monitor your unsubscribes
(most brands don’t
send enough emails)

96. AODA
• Affects Ontario-based, private sector, 50+ employee companies
• Enforced as of Jan. 1, 2014
• Affects all web content (and websites) published since Jan. 1 2012
• Websites must comply with WCAG 2.0 level A

97. • Background and font colour not contrasting
• Missing alt tags
• Poor navigation (i.e. using tab button)
• Language must be programmatically determined
• Missing labels and form instructions
EXAMPLES OF
COMMON ERRORS

98. YOUR WEBISTE IS LIKELY
NOT IN COMPLIANCE

99. Complimentary
AODA website audit –
andrew@tbkCreative.com

100. DEVELOPING YOUR
WEBSITE. 8 TIPS FOR
SUCCESS.

101. 29% OF WEB PROJECTS
FAIL
57% OF WEB PROJECTS
CHALLENGING
. . .

102. • Open source CMS (recommended)
• Assess vendor expertise
• Themed template or custom?
• Define the browsers and devices (sample list
http://tbkcreative.com/support/browser-device-
policy/)
• Remember a warranty period
• Budget an extra 10%
• Increase discovery stage
www.tbkCreative.com/support/browser-device-policy

104. SOCIAL MEDIA
• Use Facebook Insights
• Simpler Facebook Contests
• Use LinkedIn more
• Image with a link based FB post
• Promote to Friends (for better or worse)
• Get unborified

105. Use Facebook Insights

106. Demographics

107. Time of Day

108. Engagement

109. Simpler Facebook
Contests

110. Use LinkedIn more

111. Image with a link based FB
Post

112. Promote to Friends

113. GET UNBORIFIED