Digital Marketing Strategy Sonitrol Digital Marketing April 5

Digital Marketing Strategy How can we cut through the noise, and make our digital

Digital Marketing Strategy © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle

Digital Marketing Strategy 3 Things I Can’t Stand © 2012 Odd Dog Media 174

Digital Marketing Strategy Who Is This Guy? • University of Colorado – Marketing &

Digital Marketing Strategy Web Marketing Ecosystem © 2012 Odd Dog Media 174 Roy St,

Digital Marketing Strategy Web Marketing Ecosystem Selling more stuff to more people for more

Digital Marketing Strategy If it’s not ultimately driving revenue, it’s a waste of time.

Digital Marketing Strategy All roads lead to… © 2012 Odd Dog Media 174 Roy

Digital Marketing Strategy It has GOT to CONVERT © 2012 Odd Dog Media 174

Digital Marketing Strategy Clear Calls to Action Always have a phone # available Less

Digital Marketing Strategy But did it “market” to me? © 2012 Odd Dog Media

Digital Marketing Strategy What does it do? Is this product/service for me? Why is

Digital Marketing Strategy Focus on one sentence that describes what you do differently, your

Digital Marketing Strategy Find ways to get their info. 5 new leads a day

Digital Marketing Strategy How people get to your site. Search Engine Email Social Media

Digital Marketing Strategy Looking for an area of opportunity Make sure it has “purchase

Digital Marketing Strategy © 2012 Odd Dog Media 78% of Internet users conduct product

Digital Marketing Strategy “ 1 in 3 searches are Local” © 2012 Odd Dog

Digital Marketing Strategy 1. 8 M Searches/month © 2012 Odd Dog Media 174 Roy

Digital Marketing Strategy 720 Searches/month In Seattle © 2012 Odd Dog Media 174 Roy

Local SEO Factors Digital Marketing Strategy Sonitrol Pacific Protective Systems Standard Website 39/100 25/100

Digital Marketing Strategy Benefits of Local SEO Highly Targeted Low Competition Simple to Optimize

Digital Marketing Strategy So what about the other traffic drivers? © 2012 Odd Dog

Digital Marketing Strategy Email is the lowest common denominator in online communication © 2012

Digital Marketing Strategy Rules of Email 1. 2. 3. 4. Only email when it’s

Digital Marketing Strategy Does Social Media have a role? © 2012 Odd Dog Media

Digital Marketing Strategy 1. 06 billions monthly active users on Facebook 250 million photos

Digital Marketing Strategy 7 business drivers of social media marketing • • Enhance Branding

Digital Marketing Strategy Most Importantly 1. 2. 3. 4. 5. Helps enhance your SEO

Digital Marketing Strategy 1. 2. 3. 4. 5. 6. 7. To Recap Don’t forget

Digital Marketing Strategy Questions © 2012 Odd Dog Media 174 Roy St, Suite C,

Digital Marketing Strategy Contact Me adam@odddogmedia. com @abroetje Deck at: odddogmedia. com/sonitrol © 2012

Digital Marketing Strategy Old Spice Results The number one most viewed sponsored channel on

Digital Marketing Strategy Dollar Shave Club © 2012 Odd Dog Media 174 Roy St,

Digital Marketing Strategy $9. 8 Million in VC funding © 2012 Odd Dog Media

Digital Marketing Strategy Why were these campaigns successful? © 2012 Odd Dog Media 174

Digital Marketing Strategy Clear goals. © 2012 Odd Dog Media 174 Roy St, Suite

Digital Marketing Strategy One last thing… © 2012 Odd Dog Media 174 Roy St,

Digital Marketing Strategy Build your social media presence • Buy Your. Name. com •

Christchurch, NZ, February 22, 2011 Digital Marketing Strategy © 2012 Odd Dog Media 174

Digital Marketing Strategy #mcdstories © 2012 Odd Dog Media 174 Roy St, Suite C,

Digital Marketing Strategy Woody Harrelson’s AMA © 2012 Odd Dog Media 174 Roy St,

Digital Marketing Strategy I swear this is a true story. I went to a

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Digital Marketing Strategy Who Is This Guy? • University of Colorado – Marketing & Entrepreneurship • Marketing for two successful web startups • Self-taught designer/developer – 9 years • Founded Odd Dog Media in 2008 • Local Business Clients to Large Enterprise © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy Clear Calls to Action Always have a phone # available Less is More A/B Testing Mobile Compatible When in doubt…measure! © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy Focus on one sentence that describes what you do differently, your competitive advantage. Place Industries above Features. Add your phone # to the top. Add customer logos & a testimonial. Add a bold statistic. (in lead sentence? ) Add a pricing page (really a free quote) - menu © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Local SEO Factors Digital Marketing Strategy Sonitrol Pacific Protective Systems Standard Website 39/100 25/100 Location (in text) No No Schema Google+, No Local Biz No Local Keywords No Yes Google Reviews 0 in Seattle 3 Social Stature ~500 followers ~100 followers Internet Citations 185 208 © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy Rules of Email 1. 2. 3. 4. Only email when it’s relevant / interesting Keep it short Always offer something that makes it worth their time Measure! © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy 1. 06 billions monthly active users on Facebook 250 million photos uploaded to Facebook everyday 175 million tweets sent from Twitter every day in 2012 © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy 7 business drivers of social media marketing • • Enhance Branding and Awareness Protection your reputation Enhance public relations Build community Enhance customer service Facilitate research and development Drive sales and leads © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy Most Importantly 1. 2. 3. 4. 5. Helps enhance your SEO Gives you a targeted audience to tell about new content (blogs) Establishes you as an “Authority” on your subject Allows you to connect closer to customers. Business is just people. Less is more. © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy 1. 2. 3. 4. 5. 6. 7. To Recap Don’t forget conventional marketing. All roads lead to your website. Be sure your website markets & converts. People on search engines have purchase intent. Local SEO is a huge area of opportunity. Don’t forget about email. Social Media does have a role, but know its place. © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy Old Spice Results The number one most viewed sponsored channel on You. Tube 236 million You. Tube Views 80, 000 Twitter followers in 2 days Facebook Interaction increased 800% with the personalized videos (Fans now total over 1. 5 million) • Sales figures increased by 107 % • • © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy Build your social media presence • Buy Your. Name. com • Learn how to build a basic website using something like Wordpress – blogs are great, but just an online resume will do. • Claim your name on all social networks – knowem. com • Know your privacy settings (especially on Facebook) • Google yourself • Create a professional online persona © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103

Digital Marketing Strategy I swear this is a true story. I went to a high school in LA and you crashed our prom after party (Universal Hilton). You ended up taking the virginity of a girl named Roseanna. You didn’t call her afterwards. She cried a lot. Do you remember any of this and can confirm or have you been so knee deep in hollywood pooty for so long that this qualifies as a mere blip? © 2012 Odd Dog Media 174 Roy St, Suite C, Seattle 98103