:: Digital Marketing :: Eugene Brill Marketing Manager with Rio Grande Jewelry Supplies
Presentation slides available here‌ http://tinyrio.com/ebrill
Zero Moment of Truth
4. EXTREMELY EFFECTIVE
Your Mission…
To Drive Search Traffic to your Web Site… Attracting more traffic to your website Converting new traffic into leads Converting more leads into customers Retaining those customers Measure & analyze each step for continuous improvement
What is Search Engine Marketing? “SEM” or Search Engine Marketing is the umbrella term for all methods of increasing visibility within major search engines and consists of these main components: 1. 2. 3.
SEO = Search Engine Optimization, also known as “organic” or “natural” ranking PPC = Pay-per-click search engine advertising, usually on an auction model to determine ranking Social Media = It’s media (content that is published) with a social (anyone can add to it) component
E-mail, Landing Pages, Article Sites, Press Releases, Video, Forums, etc
Effective online campaigns combine all methods
“Build it, and he will come” …works in Hollywood, not on the Internet. Web sites have to be built from search up…if you want the Search Engines to find them.
4. EXTREMELY EFFECTIVE
SERP (Search Engine Results Page) PAY-PER-CLICK LOCAL
ORGANIC PAY-PER CLICK
Search Engine Optimization (SEO) Spiders or ‘Bots’ are used to sort through millions of web pages and deliver ‘relevant’ pages. Search Engines want your loyalty. 1. Meta Title Tag 2. Meta Description Tag 3. Meta Keywords Tag
4. On Page Content – MOST IMPORTANT
Title Tags in action… …and here…and when bookmarked!
Shows up here…
SEO can work magic!
2004 Search “miserable failure”
on Google…
Your choice!
Pay-Per-Click (PPC) Relevant Targeting to a self-selecting audience – only shows to searchers looking for your (or similar) products or services • Very efficient and accountable use of marketing dollars • You “buy” keywords in a constantly fluctuating auction that determines your position • Pay for Impressions or Clicks • Some keywords are expensive ($10+ per click), others are cheap ($0.10) [Mesothelioma $100+] • Measure and optimize campaign performance in real-time • Google, Bing, FaceBook
The Search Engines only ‘hear’ KEYWORDS
4. EXTREMELY EFFECTIVE
Ratings & Reviews
Marketing Using Reviews Extending word of mouth beyond our site
Mobile 1 in 2 Americans Will Have a Smartphone by Christmas 2011* Apps
Browser
1. Weather
1. Search
2. Maps
2. Social Networking
3. Social Networking
3. News
4. Search
4. Weather
5. News
5. Sports Information
*Nielsen QR Code ‘Quick Response Code’
4. EXTREMELY EFFECTIVE
Usability and Testing
Everyone Else Bring Data! W. Edwards Deming
Analytics
Data Informed Human Judgment “If I had asked people what they wanted, they would have said faster horses.” Henry Ford
4. EXTREMELY EFFECTIVE
Searchers are “myopic” (nearsighted)
Eye Tracking Study on Google search results
Source: Enquiro Eye Tracking Study
User Testing
4. EXTREMELY EFFECTIVE
iPad Video App 1,000+iPad Downloads
Web Survey
E-mail Marketing o Permission Marketing o List Maintenance o Great Analytics
Email (permission) Marketing
Always Agile NFL Replacement Refs Do NOT Work for us!
QR Codes – The Good
http://wtfqrcodes.com
QR Codes – The Bad
http://wtfqrcodes.com
QR Codes – The Ugly
http://wtfqrcodes.com
Online Press Releases •Press releases are now written for the media, the public AND for the search engines. •Gone from MEDIA RELATIONS back to PUBLIC RELATIONS •“think link” – great SEO
Confused by Social Media? Conversion Prism
Social Media and Jewelry • Combat the ‘Blue Nile’ effect (Blue Nile dominates the search engines for jewelry terms) • Social Media offers an affordable alternative • Brand recognition expansion (name, store, product line, services) • Establish and assert yourself as a jewelry industry expert • Showcase your products and services • Local, national and/or international exposure • Customer engagement and retention: trust → lifetime value • Event promotion (in-store events, trade shows, media appearances) • Identity optimization Positive: encourage, capture & promote Negative: protect, detect & correct • Recruiting Tool (schools, organizations, groups, networks)
Social Media Explained ‘Online Cocktail Party’ ‛Consumers’ now have the means and the desire to create Your Marketing Message; and then distribute it, share it, amplify it, remix it and shape it to their needs
25 min survey conducted by Performics Global - 1,961; 50/50 male female; min 1 social media account
Why we cannot ignore
1 Billion active users (October 2012) (3
50% active users log in every day
Average user has 130 friends
Average user sends 8 friend request per month
Average user spends more than 55 minutes per day
http://www.facebook.com/diamondfans - 738,421 Fans Like This Page! (started by a jewelry store in Baltimore)
rd
largest country in the world)
Recent Changes to Integrated Communication with your eugenebrill@facebook.com account – FaceBook Messaging E-mail Text Chat
One login…home, work & mobile ‘Ultimate Switchboard’
Search partnership with AMBER Alerts on FaceBook
FaceBook Places – share where you are with friends Breakup Notifier App helps you stalk your crush
Facebook Advertising
FaceBook Weekly Reporting
Jewellery Colour
Why you cannot ignore 500 million active users (June 2012) Micro Blog Site - 140 Character Updates Largest link referral site on the internet (tiny URL’s) www.tinyrio.com to track traffic RT, DM, @Replies, Hash Tags (#jewelry) Top twits…Lady Gaga, Britney Spears, Ashton Kutcher, Barak Obama, Justin Bieber, Ellen DeGeneres, Kim Kardashian, Oprah Winfrey, Taylor Swift
Twitter Marketing
A Kiln of a Different Color
Google Plus
Why we cannot ignore
YouTube
What Else?
Foursquare
Klout Score
Contact me, Friend me, Link to me, Follow me, (s)talk me‌ (505)839-3235 ebrill@riogrande.com http://www.facebook.com/eugenebrill http://www.linkedin.com/in/eugenebrill @eugenebrill Skype: eugenebrill http://tinyrio.com/ebrill
SEO Resources http://www.sempo.org/ http://www.seomoz.org/ http://www.bruceclay.com/ http://www.hubspot.com/ http://www.woorank.com/ http://www.getelastic.com/ http://www.wordtracker.com/ http://www.wordstream.com/ http://tools.seobook.com/
Social Media Resources http://www.socialmediaexaminer.com http://www.socialoomph.com/ http://www.twellow.com/ http://tweepi.com/ http://www.tweetdeck.com/ http://hootsuite.com/ http://twitterfeed.com/ http://www.getelastic.com/ http://onlywire.com/
Email Resources http://www.constantcontact.com http://www.aweber.com/ http://www.verticalresponse.com/ http://www.icontact.com/ http://www.exacttarget.com/ http://myemma.com/ http://www.emailvision.com/ http://www.sendpepper.com/ http://www.emailvision.com/
Ecommerce Resources https://www.paypal.com/ http://www.1shoppingcart.com/ http://www.bigcommerce.com/ http://www.magentocommerce.com/ http://www.shopify.com/ http://www.oscommerce.com/ http://www.volusion.com/ http://www.aspdotnetstorefront.com
Usability Testing Resources http://www.crazyegg.com/ http://www.clicktale.com/ http://fivesecondtest.com/ http://www.kissinsights.com/ http://www.usertesting.com http://www.powerreviews.com/ http://www.bazaarvoice.com/ http://www.spyfu.com/ http://www.ghostery.com/ http://www.surveymonkey.com/ http://www.zoomerang.com
Press Release Resources http://www.prweb.com/ http://www.prnewswire.com/ http://www.free-press-release.com/ http://www.1888pressrelease.com/ http://www.24-7pressrelease.com http://www.businesswire.com/ http://www.marketwire.com/
Analytics Resources http://www.google.com/analytics/ http://web.analytics.yahoo.com/ http://www.unica.com/ http://www.omniture.com/en/ http://www.coremetrics.com/ http://www.endeca.com/en/ http://www.webtrends.com/ http://www.hitslink.com/