Adapt or Die:
5 Digital Marketing Strategies
#sova17
Kent Lewis (@KentjLewis)
President & Founder
Anvil Media, Inc. (@AnvilMedia)
AnvilMediaInc.com
About Me
Agenda: 5 Digital Strategies
Penguin-proofing
Media-maximization
Mobilization
Evangelism
Automation
1. Penguin-proofing: 3C’s of SEO
Content
Code
Credibility
1. Penguin-proofing: Ranking Factors
1. Penguin-proofing: Future Ranking Factors
1. Panda vs. Penguin: Cliff Notes Version
Panda targets low quality content, thin content,
duplicate content, etc.
Penguin targets spam (and at this point
it’s heavily targeting unnatural inbound links).
1. Best Practices Post Penguin & Panda
Diagnose impact of Penguin & Panda
Clean up your act
Design for end users, not search engines
Create compelling, unique & engaging content
Optimize, syndicate & promote your content
Focus on engagement metrics
2. Media-maximization:Video
Content > HD Video > images, audio & text
Storytelling > 30 second video = 1M words
2nd Largest search engine by volume
2.Video By The Numbers
86% of the U.S. internet users viewed online video
183M users watched more than 37B videos
The average length of videos viewed 6.1 minutes
Video ad views reached nearly 11B
Advertisers spend $2.9B on video ads in 2012
2.YouTube By The Numbers
Over 800M unique users visit each month
Over 4 billion videos are viewed a day
72 hours of video uploaded every minute
25% of views are mobile (3x in 2011)
2.Video Sales Cycle
Build your own TV channel (not just commercials)
Design content for all stages of the funnel
Awareness & Interest: Interviews, news and trends
Intent & Purchase: Demos, seminars & success stories
Customer Service & Support: How-to’s, FAQs
2.Video Production Best Practices
Target duration: 30-120 seconds
You have 10 seconds to capture viewers
Utilize text boxes & graphics for branding
Include a CTA in video close
2.Video Maximization Best Practices
Create text transcript for SEO (& ADA)
Create podcast from audio (for iTunes)
Create still images for Pinterest, Flickr, etc.
Protect & track via watermarking, as appropriate
2.Video Optimization Best Practices
Incorporate keywords throughout channel/profile
Incorporate keywords in filename, title, description
Include relevant URL in front of description
Include a call-to-action in the description
2.Video Optimization Best Practices
Add descriptive “tags” to videos if available
Ensure videos are properly categorized
Select a compelling thumbnail
2.Video Promotion Strategies
Create a video sitemap (for SEO)
Embed & promote videos across web properties
Include surrounding text for context
Incorporate links/QR codes in print collateral
Promote channel/videos in electronic collateral
Incorporate into advertising & PR campaigns
2. Measuring Video ROI
YouTube Metrics
1.
2.
3.
4.
Likes (per View)
Comments (per week)
Shares (per Video)
Subscribers (per week)
3. Mobilization
Personal
Targeted
Scalable
Immediate
Actionable
Portable
Interactive
Measurable
3. US Smartphone Usage & Spend
3. Mobile Search Queries by %
3. Mobile Website Optimization
3. Mobile Ad Spend Trending
3. Mobile Ads Work
Your Company
Anvil Media
3. Develop a Mobile Marketing Plan
 Provide background on current
mobile advertising landscape
 Evaluate the development of a
mobile website versus an app
 Detail mobile website best
practices
 Audit current mobile presence
 Prioritize and recommend
specific mobile optimization and
advertising opportunities
 Assist in setting up mobile sitemap
 Provide list of mobile web and app
developers
 Setup mobile PPC campaigns
 Prepare and launch mobile PPC landing
pages
 Organize and launch mobile SMS
advertising program
 Develop QR codes for specific content
 Provide monthly traffic reports
and analysis on mobile traffic
 Optimize mobile PPC
campaigns
 Recommend new mobile ad
networks to expand into
 Supervise and organize all
mobile advertising
 Provide Anvil access to
analytics platform
 Be available for questions
 Review Audit & Plan
 Provide feedback to Anvil
 Develop mobile specific organic landing
pages
 Utilize Anvil’s recommendations for
mobile website best practices
 Provide Anvil with mobile ad creative, if
necessary
 Develop mobile app, if needed
 Ensure all pages have a mobile
optimized version
 Provide Anvil with details on
upcoming ad campaigns to
determine how best to utilize
mobile
4. Evangelism: Social Media Trends
4. Evangelism: Social Media Trends
4. Evangelism: Social Media Benefits
Gain industry and constituent insights
Provide affordable customer service
Create or extend brand awareness
Build community & thought leadership
Generate measurable top line revenue
4. Evangelism: Consumer Expectations
4. Ten Essential Social Media Elements
Philosophy
Optimization
Voice
Content
Generosity
Velocity
Administration
Training
Commitment
Measurement
4. Evangelism: Manager vs. Evangelist
Manager vs. Evangelist
Tactical vs. strategic
Implement vs. manage
Talk vs. Inspire
Single voice vs. many voices
Monitoring vs. training
Social media vs. leadership experience
4. Evangelism: Social Media Measurement
Conversions: leads or sales
Engagement: conversations, sharing and sentiment
Metrics: relative vs. absolute (ratios)
4. Evangelism: Social Media Measurement
Measure what moves your business
Identify growth challenges & opportunities
4. Evangelism: Thinking Ahead
5. Automation: Statistics
79% of marketing leads never convert into sales
50% of leads are qualified but not yet ready to buy
25% of leads are legitimate and should advance to
sales
Nurtured leads make 47% larger purchases than nonnurtured leads.
5. Marketing Automation: Benefits
Develop & analyze marketing campaigns & customers
Lead management, scoring and nurturing
Automated campaign management & reporting
5. Marketing Automation: Key Players
5. Marketing Automation Cheat Sheet
Conclusion
Penguin-proof your website
Maximize video use
Mobilize your marketing efforts
Evangelize social media within your organization
Automate your marketing via tools
Resources: Related Articles
Five Hospitality Mobile and Social Learnings
http://ow.ly/i6cNT
The Ultimate Guide to Video Marketing on YouTube
http://www.imediaconnection.com/content/32406.asp
5 Digital Trends You Need to Embrace
http://www.imediaconnection.com/content/32763.asp
6 Social Media Platforms at-a-glance
http://www.imediaconnection.com/content/24165.asp
How to be a Rock Star on 8 Social Media Platforms
http://www.imediaconnection.com/content/30534.asp
Questions?
Hand me a card to receive a copy of this presentation
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Drop me a line for a free assessment
@KentjLewis
President & Founder
Anvil Media, Inc.
503.260.6700
Kent@AnvilMediaInc.com