I Spent $150 Million In Marketing
I Had $0 And Limited Knowledge
Hardest Marketing In The World
0.6% + ZERO
Of U.S. Population
Repeat Business
Top of Funnel Middle of Funnel Bottom of Funnel Health of Funnel
TOF Get Couples To Your Site
1
BUILD YOUR
BRAND
Why Your Brand Matters?
91%
More Likely To Buy From Brand
Brand Is More Than Your Logo
Create Clear Brand Positioning
Define A Tone For Your Brand
Protect Your Brand Always
A Signature Color Increases Brand Recognition by 80%
6
How to Improve Your Brand: Consistency Across All Channels Focus On One Key Differentiator Branding At Every Touch Point
2
IMPROVE YOUR
WEBSITE
Why Your Website Matters?
57%
Won’t Recommend Business With A Poor Mobile Website
13 Million On Our Websites
Give Your Website Oil and Gas
Include Key Info on the Website
6
How to Improve Your Website: Easy To Find Key Information Each Page As An Entry Point Ensure Desktop + Mobile Parity
3
FIND TARGETED
ADVERTISING
Why Advertising Matters?
0.6%
Is Your Target Segment
Deliver To Your Target Market
Test Copy, Images and CTA’s
VS
VS
Optimize to Cost Per Action
6
How to Improve Advertising: Relevant Audience with Intent Continue Shift to Web + Mobile Always Have a Call to Action
4
GET FOUND IN
SEARCH
Why Your Search Matters?
51%
Click on Top 2 Search Results
Identify The Right Keywords dc wedding venues
dc wedding venues
Optimize Each Page Separately
We Select 2-3 Target Keywords For Every Page On Our Site
Focus on Three On-Page Factors PAGE TITLE META DESC Use Keywords In Page Title, Meta Description & H1 Tag
Ensure 2,500 Words Per Page
We Deliver 15 Million Storefront Visits Across 14,000+ Cities
6
How to Improve Your Search: Create A List of 10-50 Keywords Optimize Each Page Separately Build (Don’t Buy) Organic Links
5
BUILD UNIQUE
CONTENT
Why Your Content Matters?
680%
More Traffic With Content
Have a Clear Content Strategy
Use Top Keywords in Content ² In the Headline ² Within First 30 Words ² 2-3 Times Within Text ² In the URL Structure
Ensure Content Drives Action
Build a Repository of Images
Hire a Professional to Capture Content For Your Business
6
How to Improve Your Content: Create Unique Written Content High Res Photos; Not Generic Ensure It Looks Good on Mobile
6
START CREATING
VIDEO
Why Your Video Matters?
92%
Share Videos With Others
Keep All Videos To 60 Seconds
Assume Attention of >3 Seconds
Create Value Without Sound
6
How to Improve Your Videos: Create a Compelling Entry Point Ensure Branding is Prominent Reduce Length for Mobile/Social
7
GET CLICKS FROM
Why Facebook Matters?
2 billion Monthly Active Users
Use a Variety of Social Content
2 billion photos shared per day, 3 billion video views per day
Boost Good Posts on Facebook
New Newsfeed Algorithm Makes It Hard for Businesses
Show Expertise with FB Live
Post End of Week + Weekend
6
How to Improve on Facebook: Optimize Profile Photo + Cover Target Posts to Segments + Geo Monitor Your Facebook Insights
8
INVEST TIME ON
Why Instagram Matters?
60x
More Engagement than FB
Build Instagram Engagement
WeddingWire is the Leader in Engagement/Follower
Unique Images on Instagram
Double Down on Winners
Use Up To Eleven Hashtags
#TravelTuesday
#WeddingPlanning
#WeddingVenue
#NationalMargaritaDay
Create Stories and Short Videos
Post During The Middle of Week
6
How to Improve on Instagram: Define Your Brand Aesthetic Use Relevant Hashtags + Emojis Drive Engagement via CTA’s
9
OPTIMIZE FOR
Why Pinterest Matters?
93%
Use It To Plan for Purchases
Build ‘SEO’ Depth on Pinterest
Optimize Board Titles + Pins
Go Vertical for Engagement
>
Promote Pins to Drive Action
6
How to Improve on Pinterest: Treat As A Visual Search Engine Like, Comment and Repin Align Photos to Seasons/Holidays
10
ALWAYS THINK
MOBILE
Why Mobile Matters?
300 ft
Content Consumed per Day
Ensure Site is Mobile-Friendly
google.com/webmasters/tools/mobile-friendly
Each Page Is Treated Separately
Move to a Responsive Website
One Brand, One Domain, One Codebase
6
How to Improve on Mobile: Think Mobile First For All Things Have Mobile Parity or Better Mobilize From End-to-End
The Biggest Change to SEO Mobile-First Indexing Rolling Out Soon
In the past, it was fine to simplify your mobile site
with less content, images & actions
“Today, most people are searching on Google using a mobile device. However, our ranking systems still typically look at the desktop version of a page’s content to evaluate its relevance to the user. This can cause issues when the mobile page has less content than the desktop page because our algorithms are not evaluating the actual page that is seen by a mobile searcher.�
TODAY
FUTURE
Google Looks at Your Desktop Site First to Determine Rankings and then Confirms if Website is Mobile-Friendly
Google Will Look at Your Mobile Website First to Determine Both Mobile + Desktop Search Rankings
Must Ensure Content is The Same
BE RESPONSIVE Your Mobile Website Must Be Equal to Your Desktop Website By The End of The Year
Top of Funnel Middle of Funnel Bottom of Funnel Health of Funnel
Thanks!
cmo@weddingwire.com