How Do I Spend My Time Marketing Online

SEO, PPC, Email and Social Mediaby John Barron, GravityFree

What Do People Do Online?

• Talk, Consume, Search

• Talk on social sites, email, instant msg., games (1/3)

• Consume Content like news, video, (1/2)

• Search on Google, portals, classifieds (1/6)

What Has Changed?

• Emergence of mobile

• Continued social growth

• More complicated search environment

• Why bother with all this?

Mobile: Beam Me Up

• Ease of access

• Dramatic increase in usage (tablet, smartphone)

• Different physical approach to data (swipe/voice)

• Location targeting

Social: Let’s Talk

• New players (Pinterest, Instagram)

• More of online time consumed

• Maturity of Facebook

• Video as content

What The Heck, Google?

• Social indicators rise (tweets, shares, likes, etc.)

• Google+ is a zombie

• Importance of Local/Reviews

Why Bother?

• Everyone gets their info online

• Even those who rely on “word of mouth” will go to digital sources for additional sources

• It’s measurable!

This Is Not Your Father’s SEO

• Links, page titles, keyword still important

• Get your social on

• Get Google+ page for business as well as other sites (yelp, trip advisor, yahoo, Bing) http://bit.ly/10IbtSy (case matters)

• Ask for reviews

• Blog and share it

PPC: Being Paid For Doesn’t Make It Evil• Same concept, but better targeting (region,

time of day, competitor sites, messaging)

• Remarketing is extremely effective (http://bit.ly/12xTSzX)

• Do you have a mobile site? If not, maybe you shouldn't point ads to your site

• Set Analytics Goals or track phone numbers (or promo codes)

Email: We Still Get Those?

• Put something in of value (promos, information, guest features)

• Make sensible choices about whom you contact (travel time, travel frequency)

• Work to get email any time you speak to someone (“Would you like to join our list to receive news and promotions?)

• Don't forget transactional emails

Social Media: More than just Facebook

• Consider Pinterest (corporate page), what would people search for?

• Twitter has more power than you know

• If you post on FB, also post on Google+

• Topics for FB/Twitter/Google+: Polls, Trivia Questions, Mini-Contests, important articles, photos

Where Should I Dedicate My Time

• Blog at least once a month, better every couple of weeks (put link on twitter, FB and Google+)

• Post on FB/Twitter/Google+ at least every week

• Create Pinterest boards every other month to every month (what are people looking for) especially for links

Where Should I Dedicate My Time (cont)

• Check Google Analytics weekly to see how PPC traffic is behaving, adjust bids for best/worst keywords

• Make sure you have links to social sites/blog on your website/email

• Make sure you have unique keywords in page titles

Where Should I Dedicate My Time (cont)

• Advertise on FB for fans, but only as a campaign, not ongoing

• Consider Foursquare coupons

• Do video

• Email once a month or more

Where You Can Find Out More

• facebook.com/jfbppc

• twitter: @jbster13

• slideshare.net/JohnBarron1