Harnessing Digital Communities to Find Buyers Ready to Buy and Drive Awareness
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Companies of all sizes are building awareness, generating leads and strengthening customer relationships by engaging in digital communities and social and business networks. Marketing and selling via Networks complements “traditional” selling, but online marketing strategies and tactics are constantly evolving, so don’t be left behind. Join this session to learn best practices that will help you connect directly with customers and prospects. This industry expert will show you how to go beyond the traditional channels of marketing, communications, and advertising to build on existing relationships and create new ones.
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Harnessing Digital Communities to Find Buyers Ready to Buy and Drive Awareness
- 1. @ducttape | #AribaLive Harnessing Digital Communities to Find Buyers Ready to Buy and Drive Awareness John Jantsch Duct Tape Marketing @ducttape
- 2. @ducttape | #AribaLive The realities of marketing today
- 3. @ducttape | #AribaLive Listen over say
- 4. @ducttape | #AribaLive Insight over Information
- 5. @ducttape | #AribaLive Proof over promise
- 6. @ducttape | #AribaLive Publish over prospect
- 7. @ducttape | #AribaLive Trust over all
- 8. @ducttape | #AribaLive Advantages of digital marketplaces • Pre-built market • Shoppers with intent • Convenience • Niche markets • Fulfillment (FBA) • Credibility
- 9. @ducttape | #AribaLive Disadvantages of digital marketplaces • Competitive proximity • Commoditization • Loss of brand • Listing idiosyncrasies • Order management • Hard to stand out
- 10. @ducttape | #AribaLive The secret to success online Integration!
- 11. @ducttape | #AribaLive Total Online Presence! • Content platform • Organic SEO • Email marketing • Social media marketing • Online advertising • Online marketplaces • Mobile and location • Analytics and conversion
- 14. @ducttape | #AribaLive Content platform • Listening • Research • Publishing • Lead capture • Landing pages
- 15. @ducttape | #AribaLive Listening • Customers – Twitter Lists • Journalists – Google Alerts • Influencers – Alltop • Competitors – Twitter Search • Industry – Quora Feeds • Blogs – Google Reader
- 16. @ducttape | #AribaLive Listening plan • Google Alerts (Mention/talkwalker) • Brand • Name • Products • Competitors • Twitter (HootSuite) • Social CRM (Nimble)
- 17. @ducttape | #AribaLive Content Delivery Platform • WordPress Blog • Podcast • Newsletter/eBooks • Guest posts • Webinars • Scoop.it • Offline
- 18. @ducttape | #AribaLive Content outsource • Hubshout • BlogMutt • Zerys • InboundWriter • WriterAccess • WriterLine • WaterMyBlog
- 19. @ducttape | #AribaLive Content creation toolbox • WordPress - blogging • Visual.ly/Piktochart – infographics • Screenflow/Camtasia – screencasts • GoToWebinar/MeetingBurner – webinars • Skype/Call Recorder – interviews • GarageBand/Audacity – audio editing • Wufoo/SurveyMonkey – custom surveys • Rev.com – transcription • Slideshare – Slide decks
- 20. @ducttape | #AribaLive Lead capture • eBook, tip sheet, how to • Filetype: pdf • ESPs form tool • Pop up – Pippity • Feature - WPTheme
- 21. @ducttape | #AribaLive Lead capture action plan • Useful, valuable, easy • Address privacy • Show samples, sell it • Use advertising FB/Solo swap • Feature box/smart pop up • Cobranded content • Thank you page trade
- 22. @ducttape | #AribaLive Landing pages anatomy • Headline • Image/video • Bullet benefits • Capture • Call to action • Trust
- 24. @ducttape | #AribaLive Organic SEO • Keywords • On page factors • Backlinks • Longtail for products
- 25. @ducttape | #AribaLive SEO in 3 steps 1. Research 2. Optimize 3. Connect
- 26. @ducttape | #AribaLive Research – an action plan • Foundational Content 12 • Google Keyword Tool (AdWords) • Volume and competition prune • Conduct searches – note top10 <title> </title> • Website content feature
- 27. @ducttape | #AribaLive Optimize - On page factors • Title • URL • H1 • Description • Images • Sitemap • Speed
- 28. @ducttape | #AribaLive Connect - links and social • Great content • Network • Share OPC • Guest content • Comment • Social profiles • Press releases
- 29. @ducttape | #AribaLive Competitive listening • Compete • Seomoz Toolbar • KeywordSpy • SEO Book • SearchStatus • SpyFu
- 30. @ducttape | #AribaLive Email marketing • ESP • List building • Nurturing • Campaigns
- 31. @ducttape | #AribaLive ESP tools • Form builders • Autoresponders • Segmented lists • Click based actions • Templates • Events • Social integration
- 32. @ducttape | #AribaLive List building tips • Useful, valuable, easy • Address privacy • Show samples, sell it • Use advertising FB/Solo swap • Feature box/smart pop up • Cobranded content • Thank you page trade
- 34. @ducttape | #AribaLive Social media marketing tips to drive online sales • Think entertainment • Be sharable • Reward loyalty • Talk back • Build wish lists • Test every new social ad unit
- 35. @ducttape | #AribaLive Social networks • LinkedIn • Google+ • Twitter • Facebook
- 36. @ducttape | #AribaLive Facebook best practices • Build fan page • Promote with “Like” button • Focus on the Wall with content • Add “Like” plugin to your site • Buy ads, sponsored posts and offers to promote content
- 37. @ducttape | #AribaLive Visual networks • Pinterest • The Fancy • Slideshare • Instagram
- 38. @ducttape | #AribaLive PPC Basics • Testing conversion for pennies • Ads, keywords, landing pages = quality • Keyword bidding – 7500 • Geography • Multiple ads • Budget
- 39. @ducttape | #AribaLive AdWords tips • Beware of broad matching • Use the Content Network wisely • Use narrow ad groups • Define Your “Negative” Keywords • Test “Remarketing”
- 40. @ducttape | #AribaLive Keyword matching explained • Our phrase is Tennis shoes • [Exact] – tennis shoes/red tennis shoes • “Phrase” - red leather tennis shoes/shoes for tennis • Broad - red tennis shoes, red leather tennis shoes, shoes for tennis • -Negative – {free} tennis shoes • Relevance to traffic
- 41. @ducttape | #AribaLive Keyword path matching • [Exact first] • Add on negative • Winners to “phrase” or broad match • Own one or two
- 42. @ducttape | #AribaLive Digital marketplaces • Amazon • Buy.com • Ariba Discovery • Newegg • BestBuy • Alibaba • eBay
- 43. @ducttape | #AribaLive Best practices • Start slow and build • Gold seller status • Need for speed • Provide tracking (Holidays!) • Complete the fields • Reprice to a point (3-4 sellers)
- 44. @ducttape | #AribaLive Cardinal sins • Don’t ship when promised • Don’t respond to questions • Poor or inaccurate descriptions • Fail to invest in automation • Ignore TOS
- 45. @ducttape | #AribaLive Tips for standing out • Search terms are gold • Image variety and specs • Bullet points win • Learn listing tricks of each marketplace - Amazon vs. eBay
- 46. @ducttape | #AribaLive Mobile friendly web • WPTouchPro • Responsive Theme • goMobi • Emulator howtogomo.com • Click to chat
- 47. @ducttape | #AribaLive Mobile ads • Call to action • Google Mobile ads • Facebook Mobile ads • Yelp Mobile ads • Mobile messaging CallFire, Trumpia • Short codes
- 48. @ducttape | #AribaLive Analytics and conversion • Basic analytics • Conversion funnels • A/B testing • Engagement tools • Conversion tools
- 49. @ducttape | #AribaLive Conversion funnels • Create goals - Admin • Build funnel • Optimize landing pages • Integrate A/B testing • Experiments • Measure and fix
- 50. @ducttape | #AribaLive Webstore conversion tips • Define customer segments and product categories • Clean, clear, obvious • Prominent site search • Lead capture throughout • Spell out shipping
- 51. @ducttape | #AribaLive Conversion tools • Avinash Kaushik (kaushik.net) • fivesecondtest.com • ClickTale • 4Q survey tool • UserTesting.com
- 52. @ducttape | #AribaLive Please Complete Session Survey Go to Surveys 5 Select Session Click Choose one Rate Session Thank you for joining us