irba interactive marketing workshop

Joe Smithdesigner, developer

Download this presentation fromslideshare.net/artdudejoe/

IntroductionsElevator Speech

ContentFor Interactive

Evaluate ItShape It

Organize ItSearchable It

Social Media ItEmail ItMobile ItVideo It

Content is King

Search

Re-usable

Search

Relatable

Search

Sticky

Search

Followable

Why?

Search

Companies have become their own media outlet

Your Current ContentTake a web inventory

TitleButton Title

Meta Title

Meta Description

Text content

ImagesFormsGraphics

Weed OutRedundantOut-of-date

TrivialUnclear

Inaccurate

Other Sources of ContentNews releases

Media MentionsYour Locations

Key PlayersPrinted Materials

Products & Services

Questions about content evaluation?

Effective Content CreationIdentify what prospects wantNot what you think they need

People are thinking about solving problemsNot about trees.

Ideal CustomerFirst Name

GenderAge

NeighborhoodFamily Situation

Job & SalaryOwn a pet

Conservative, Moderate or LiberalCar

Ideal Customer’s LifestyleWhat are their fears?

What do they get from you?What are their biggest dreams?

What are their nightmares?What proof do you have?

Write a letterWrite an article.

Questions about content creation?

Up Town

West Hills

South Gate

“New Red Widget Arrives”

“United Way Donations Delivered”

“Summer Hours Start Saturday”

Regular

Deluxe

Pro

Menu Driven Organization

Locations News ProductsAbout Us

Home

Content Management Systems

UsesOrganize your content

Update content at any timeSearch engine bait

Custom content like images and video

Content Management Systems

Custom CMS

Flexible designComplete integration

Simpler usability

Home

Menu as MessageAbove the ‘fold’

Story after the ‘fold’Home is not for everything

Start with simplest

Questions about Content Management & Organization?

Search

Good SearchStarts with good content

Searchable TextPage Titles

Meta Descriptionsalt you images

<h1>Headline</h1>Avoid text in images

google.com/webfontsAvoid framesets

Search

Use HTML5 for media

Search Link SeedingRelevant Links

Reciprocal LinksSocial Media

Pay Per Click

Questions about Search?

Social MediaGather Followers

Expert Tips

News

Specials

Social MediaConversation with Customers

Conversation Starters

Encourage Responses

Respond

Social MediaOutlets

facebook Twitter Google+ YouTube LinkedIn Yelp! foursquare

Social Media

Facebook

Make a company pageCreate local business pages

Enter your locationCreate a “Like Me” pageGive reasons why to like

Update status weeklyUse URLs in posts

Twitter

Social Media

Get an accountBrand your page

Follow related people and businessesTweet 4 times a week

Use shortened URLs in posts

Google+

Social Media

Don’t use your personal gmailCreate a business gmail account

Make a business pageRegister locations

Add people to your circlesPost weekly updates

Social Media

Add your location to all of theseEnter descriptions

Upload photos

facebook Google+ Yelp! foursquare

Questions about Social Media?

VideoAttention grabber

Immersive.Don’t do crappy videoUse a tripod, pleaseLess than 3 minutes

Host videos on YouTube or Vimeo

Email MarketingMichelle Kimball

Email Marketing Is…delivering professional email communications

to an interested audiencecontaining information they find valuable.

Email Service Providers automate best practices

Provide easy-to-use templates

Reinforce brand identity

Email addressed to recipient only

Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribes

Improves email delivery, tracks results and obeys the law

Build Your List Where You Connect!

Service or Sales Calls

Events and Meetings

Email Signature

In-store Guest Book

Website Signup

Customer & Prospect Database

I want to…

PromoteMotivate purchases

Increase event attendanceInform

Inform potential customersDifferentiate my business

RelateIncrease loyalty

Encourage more referrals

Provide Value to Your AudiencePromotional Email Discounts, coupons, offers, incentives.

Relational Email Special privileges, acknowledgement

Informative Email Advice, research, facts, opinions, tips

savings

quality knowledge

Determine Appropriate FormatNewsletters

Frequency: Regular i.e. monthly / weeklyLots of educational content (typically non-promotional)

Use bullets, summarize information, be concisePromotions / Invitations / Surveys

Frequency: Depends on your business and sales cycleFocus on promotion / limited content

Use content to invite click-through or other action=Announcements

Frequency: Event-drivenPress releases, holiday greetings, thank you cards…

Use content to build deeper relationships

Frequency & Delivery TimeHow often to send

Create a master scheduleInclude frequency in online sign-up “Monthly Newsletter”

Keep content concise and relevant to planned frequency

Frequency & Delivery TimeWhen to send

When is your audience most likely to read it? Day of week (Tuesday & Wednesday)

Time of day (10am to 3pm)Test for timing

Divide your list into equal partsSend at different times and compare results

Getting Email OpenedThe “From” line

Use a name your audience recognizesInclude your organization name or brand

Refer to your business in the same way your audience does

MobileDetect mobile device Go to a separate site

Some of the same contentFormat to look good on tiny screens

Use location service

Questions?