@sonnyg
Who was in business
16 years ago?
Who was in business
7 years ago?
Who was in business
4 years ago?
Who was in business
3 years ago?
Marke8ng has evolved
OUTBOUND
-‐ -‐ -‐ -‐ -‐ -‐
Adver8sing Lis8ngs Emails PR Events Collateral
INBOUND -‐ -‐ -‐ -‐ -‐ -‐
Website Blog SEO Social Media Video Reviews
MEGAPHONE
MAGNET
1
ADVERTISING
Align spending to where audience spends 8me
Source: Internet Trends 2014, Kleiner Perkins Caufield & Byers
Make sure you target engaged couples
1.3%
Leverage channels that focus on local biz
2
PR
Have a quarterly PR plan across local outlets
3
Create Consistency across the emails you send
Make your message Personalized and Relevant
What % of our emails to engaged couples are opened on mobile?
65%
Cut down info & images, 1 column, 1 ac8on
4
EVENTS
Get poten8al customers to slow down
If you’re going to do it, make the investment
Don’t be afraid to ask for a commitment
5
COLLATERAL
Create consistent ‘look & feel’ across elements
Pass the branding test by removing your logo
You need to be seen o\en
1
WEBSITE
Focus on conversion rates from your website
Number of contact forms completed Number of visitors to my contact form
Op8mize with heat mapping & A/B tes8ng Crazy Egg
OpDmizely
Start thinking ‘Mobile First’ with your website
81% leave sites with a bad mobile experience
Mobilize your website today
2
BLOG
Crea8ng regular blog content drives success
Source: Hubspot, Lead GeneraDon Lessons
Your blog is about sharing your personality
Blog about the Journey and your Exper8se
Use your blog as the hub of your content
Submit content at RealWeds.com
3
SEO
Source: MarkeDng Sherpa
Keywords are the most important SEO item
Include ‘wedding’, category and loca8on
The best links are relevant, direct and one-‐way
Improve search engine rankings
4
SOCIAL
What’s the value of a Steinway Grand Piano?
1.3 billion 55-‐64 80%
Provide the pearls, not the oysters of content
Don’t just push messages, pull from followers
Posi8ve vibes take your messages further
Social media is influencing SEO results
Don’t just play the game…hit home runs CORE
GROWTH
EMERGING
Capture leads from facebook
Manage social media with ease
5
VIDEO
1 billion unique monthly visitors 2nd largest search engine in U.S.
reach more 18-34 than any network
6 billion hrs watched per month
Google has intertwined G+ with YouTube
Turn your photos into short videos
6
REVIEWS
% of engaged couples who use online reviews to select their vendors?
95%
Average traffic increase for wedding pros with 11+ reviews on WW?
123%
The Goal: 1 review a month
go the extra inch
The easiest way to get reviews
1
Understand the trends for your biz
Track the basic metrics each week
Know the sources of your traffic
Iden8fy the loca8on of your visitors
Find opportuni8es and issues quickly
Know your top indexing pages & links
Quickly explore Google bot ac8vity
2
SOCIAL
Know your FB reach & demographics
Iden8fy which posts are working best
Just launched analy8cs.twiner.com
3
WW
See the clicks for your business
The 3 M’s to Marke8ng
Marke8ng tools change…
the job stays the same