build a better business with digital marketing

#MozCon

Mackenzie FogelsonMack Web Solutions

@mackfogelson

Building a Better Business with Digital Marketing

Mack web Solutions @mackfogelson

a SHIFT in FOCUS

WEBMASTERS CAN

BY CREATING HIGH-QUALITY SITES THAT USERS WILL WANT TO

- GOOGLE -a.k.a. the goog

“

“Mack web Solutions @mackfogelson

USE AND SHARE.

IMPROVE THE RANK OF THEIR SITES

there’s a BETTER wayMack web Solutions @mackfogelson

what ASSETS

- PADDY MOOGAN -Distilled

““


CAN’T TAKE AWAY?

CAN YOU BUILD THAT

put THE FOCUS ON

YOUR BUSINESSWHERE IT BELONGS


image credit: http://media-cache-ec4.pinimg.com/originals/cc/14/e6/cc14e6b24f39d6d185e04a285ef42ba2.jpg

http://www.growingajeweledrose.com/2013/05/summer-fun-with-kool-aid-paint.html



BUILD a COMMUNITYand you will

BUILD your BUSINESS

go here for the

http://bit.ly/1awTIPktoday i’m !haring insights

PLAY-BY-PLAY ONHOW TO BUILD COMMUNITY


http://bit.ly/1awTIPk

http://bit.ly/1awTIPk

WE’VE COLLECTED

12 MONTHSOF community-building DATA


image credit: http://learni.st/users/36/boards/805-occupation

http://learni.st/users/36/boards/805-occupation

http://learni.st/users/36/boards/805-occupation


we BUILT a PROCESS

TOOLSOURSEOCONTENTSOCIAL MEDIAEMAIL MARKETINGOUTREACH

IN ADDITION TO DEVELOPING A STRATEGY, WE USED THESE TOOLS TO BUILD COMMUNITY.



we’ve seen RESULTS LIKE THIS

but WE’VE also SEEN THIS Mack web Solutions @mackfogelson

BUILDING COMMUNITY


stuff that made a

difference

BUILDING COMMUNITY1


stuff that made a

difference

BUILDING COMMUNITY

stuff we’d like to change

1 2


stuff that made a

difference

BUILDING COMMUNITY

stuff we’d like to change

stuff we learned the

hard way

1 2 3


goals not tools

BUILDING COMMUNITY1


goals not tools

BUILDING COMMUNITY

diverse content

1 2


goals not tools

BUILDING COMMUNITY

diverse content

flexibility & formula

1 2 3


1


FOCUSnot tools

ON GOALS,

set goals for your whole business. they are the building blocks for

strategy and direction.


GOALS not TOOLS


Goals1


GoalsKPIs2

1


GoalsKPIs

Strategy3

12


GoalsKPIs

StrategyExecution4

123


GoalsKPIs

StrategyExecution

Analysis5

1234

THE tools you use to build community are most powerful when driven by

strategy AND rooted in the goals you have for your whole business.


FOCUS on GOALS

2

BUILDCONTENTDIVERSE


DIVERSE CONTENTIN ADDITION TO BLOG POSTS AND

INFO-GRAPHICS, BUILD CONTENT THAT PROVIDES AN EXPERIENCE and accomplishes your goals.


JUST like @72andsunnyMack web Solutions @mackfogelson

BUGABOO DAYTRIPS Mack web Solutions @mackfogelson

http://www.72andsunny.com/work/bugaboo/daytrips/film-daytrips



LET’S BREAK THIS DOWN FOR

YOUR BUSINESS CREATIVITY starts with gOALS


image credit: http://www.growingajeweledrose.com/2013/05/summer-fun-with-kool-aid-paint.html




Goals1

SET a GOAL Mack web Solutions @mackfogelson


GoalsKPIs2

1

DETERMINE how to MEASURE ITMack web Solutions @mackfogelson


GoalsKPIs

Strategy3

12

DEVELOP a CREATIVE STRATEGYMack web Solutions @mackfogelson


GoalsKPIs

StrategyExecution4

123

EXECUTE the STRATEGYMack web Solutions @mackfogelson

BRIDGE online & OFFLINE Mack web Solutions @mackfogelson

LET your COMMUNITY DO THE WORK Mack web Solutions @mackfogelson

THEY can PROVIDE IDEAS for CONTENT Mack web Solutions @mackfogelson

CONTENT that’s all ABOUT THEM Mack web Solutions @mackfogelson


GoalsKPIs

StrategyExecution

Analysis5

1234

SUCCESS IN community building DOES NOT COME FROM THE number OF

FOLLOWERS YOU HAVE ON SOCIAL MEDIA. IT’S in THE DIFFERENCE YOU’RE MAKING

IN YOUR BUSINESS.

BUILD your BUSINESS


3

BALANCE& FORMULAFlexibility


BIG FAT LESSON Mack web Solutions @mackfogelson

HERE’S WHERE WE

FAILEDAND also WHAT WE’VE LEARNED


image credit: http://fineartamerica.com/featured/maths-formula-on-chalkboard-setsiri-silapasuwanchai.html

http://fineartamerica.com/featured/maths-formula-on-chalkboard-setsiri-silapasuwanchai.html

http://fineartamerica.com/featured/maths-formula-on-chalkboard-setsiri-silapasuwanchai.html

WRONG?WHAT WENTDIDN’T PUSH BACKDIDN’T BREAK SILOSDIDN’T EFFECTIVELY SET EXPECTATIONS

BUILDING COMMUNITY TAKES COLLABORATION AND A TON OF HARD WORK. EVERYONE NEEDS TO BE COMMITTED TO SUCCESS.


LEARNEDWHAT WEBUILD A PROCESS & TEAM TOGETHERRISK SAYING NOFOCUS ON GOALS

TAKE THE TIME TO UNDERSTAND THE TEAM AND THE MAKEUP OF THE BUSINESS. WILL YOU BE MOTIVATED TO EFFECT CHANGE? WILL THEY?



our JOB is to MAKE a DIFFERENCE

your job is not to

- JOHN DOHERTY -Distilled

““


EFFECT CHANGE.

DELIVER REPORTS.your job is to


ALWAYS keep the FOCUS on

BUILDING your BUSINESS

SOME PRESENTS


- YOU GUYS ARE AWESOME -for "eals

http://bitly.com/bundles/mackwebsolutions/4WWW.MACKWEBSOLUTIONS.COM/BLOG

building-online-communities.mackwebsolutions.com

http://WWW.MACKWEBSOLUTIONS.COM/BLOG

http://WWW.MACKWEBSOLUTIONS.COM/BLOG

build a better business with digital marketing

Technology