Steve Thomas on Marketing in 2013
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Steve Thomas is a nationally recognized speaker and entrepreneur with over 18 years of internet strategy experience. He is the president of The Net Impact and other organizations. The document discusses the state of marketing in 2013, including how SEO and social media have changed marketing. It emphasizes that mobile usage is growing rapidly and marketers need to optimize for mobile. The document also discusses using video and social media for marketing and measuring results.
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Steve Thomas on Marketing in 2013
- 2. About the Speaker Steve Thomas President, The Net Impact Vice President, Unidev President, American Marketing Association-St. Louis President, Missouri Venture Forum With over 18 years of internet strategy experience, Steve is a nationally recognized speaker, author, and entrepreneur. Contact me: Twitter: @TNIMAN LinkedIn: www.linkedin.com/stevenrthomas
- 3. The state of marketing in 2013 “We have embarked on the world’s largest and longest cocktail party, and every issue imaginable is up for grabs.” --Geoffrey Moore, Mohr Davidow Ventures Image courtesy of Venture Beat
- 4. The state of marketing in 2013
- 5. What we are going to talk about 1. Marketing plans in a crazy social world 2. Making the most of marketing on a budget 3. Mobile marketing update 4. Using video to drive your business
- 7. SEO is still job one SEO (Search Engine Optimization) is the process of affecting the visibility of a website in a search engine’s natural and unpaid search results. The higher ranked and more frequently your site appear in search results, the more visitors you have. http://en.wikipedia.org/wiki/Search_engine_optimization
- 8. SEO is still job one
- 11. Local is important • 84% of all users perform local searches (Kelsey Group) • 61% of all local searches result in purchases (comScore) • 57% of online shoppers say they shop online but plan to make purchases offline (NDP Group) • 82% of local searchers follow up offline with an in-store visit, phone call or purchase (comScore)
- 12. Social media has changed SEO SEOtoday means social media. Why? • Helps search indexation – Tweeting cuts index time by 50% • Social activity improves keyword ranking – Creates inbound links – Shares help with freshness • Author authority (rel=”author”) ties authority to your content • Allows best use of images and videos Being Your Brand March 3, 2013 http://beingyourbrand.com/2013/03/03/how-social-media-impacts-seo-infographic/
- 13. YES! Why? • Off-site content is as important as on-site • Images have a new LIFE • Popularity matters, which means….. • Great content really really matters • People want to know you which means… • Other voices cry to be heard – Yours, your customers, your team Should social change your plan
- 14. The cost of marketing Your call!
- 15. Why use social media • SM use has grown 712% in the past 7 years. • Over 155 Million Facebook users • 90% of people trust recommendations from people they know
- 17. A few offsite traffic drivers
- 18. Social media marketing Use Facebook to showcase your services, location, and employees.
- 19. Social media marketing Use Facebook to promote sales and specials
- 20. Social media marketing Use social media to promote contests and giveaways
- 21. Gain traffic through PinterestPin and re-pin items that will resonate with customers. Think informative, inspirational or fun.
- 22. Find a voice for Instagram Instagram gets over 8500 Likes every second and has 100 million active users every month.
- 23. Social media marketing Use analytics to figure out who your audience is and how you reached them.
- 25. Should I plan for mobile •Before 2015, it’s projected that mobile internet usage will overtake the desktop. •Mobile traffic has climbed to more than 16% of overall web traffic. •70% of all mobile searches result in action within 1 hour. •There are 6.8 billion people on the planet. 5.1 billion of them now own a cell phone.
- 27. Optimizing for mobile Tablets are Catalyzing Brand Website Engagement • The share of website visits from tablets grew approximately 10 times faster than the rate of smartphones within two years of market introduction • Tablet usage grew more than 300% in the last year • Tablets’ share of website traffic will exceed smartphone traffic by early 2013 and reach 10% of total website traffic in early 2014 • Near-term developments in the tablet market will erode the advantages of PC- browsing, causing consumers to shift more website visits from PCs to tablets Adobe Digital Index March 2013 http://success.adobe.com/assets/en/downloads/whitepaper/13926.tablets-brand-engagement-v5.pdf “One tablet generates as many website visits as four smartphones”
- 29. Creating video content • Over 800 million unique users visit Youtube each month. • In 2011, Youtube had more than 1 trillion views or 140 views for every person on the Earth • 72 hours of video are uploaded to YouTube every minute.
- 30. Post free content What you have to say is important to someone! Searching “Hardwood Floor Repair” yields 5,130 results
- 31. Viral Videos: A Marketer’s Dream Blend-tec “Will it Blend?”
- 32. What went in to “Will It Blend” Start with $100 in supplies Add an in-house video Flavor with some clever marketing • Increased retail of 700% • 200,000 +subscribers on YouTube • 10 television appearances
- 33. Optimizing your videos for search engines. Your Video Website Partner Blogs
- 34. Optimizing Youtube Youtube Video optimization primer • First: know what keywords you want to use • Then write your caption using keywords • Upload transcript in WordPad text format • Write your title using keywords again • Use the title in your description and follow with URL, include a longer description with a call to action • Tags Think in terms of 3 to 4 primary keywords • Finally select your category • http://www.youtube.com/watch?v=WYrSjSLzho0
- 35. Measure your results Track your results through Google Analytics.
- 36. Top digital marketing thoughts for 2013 Content is even more the king Test new platforms Content needs distribution Engage in one- on-one x 1Million
- 37. Thank You! Follow The Net Impact: Facebook: www.facebook.comTheNetImpact Twitter: @thenetimpact LinkedIn: http://www.linkedin.com/company/the-net-impact Download this presentation: http://www.slideshare.net/TheNetImpact
Notas del editor
- Instagram CANNOT sell your photos. At one point, they tried to introduce terms of service, but that is long in the past and they will not user your likeness with any paid or sponsored content. (Whew!)Instagram gets over 8,500 likes every second and has 100 million active users every month. You can use Instagram even if you don’t sell visual products. A great way to do this is by posting “behind the scenes,” photos. It gives consumers a personal glimpse of what it is like to work for your company. When you set up your Instagram, be sure to stick with a name you already use. For example, The Net Impact needs to stay as @thenetimpact. It would make it harder to find if we changed our name to @thebestwebdesigncompanyever. (Even though it would be awesome)The most important thing to remember is that your photos need to have a clear purpose. Sean suggested putting them in a category, such as funny, beautiful, or inspiring.
- Blend-Tec used to grind up wooden boards to test product toughness. One day, the good people at BlendTec had a fantastic idea to start blend tough things in their blender. Here is their first video of them Blending marbles. Their first video got over 6 million views and they began to see what else they could blend. They took suggestions and eventually ended up blending anything from iPhones to McDonalds Hamburgers.