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Using Digital Marketing to Connect. Inspire. Grow.

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Walter Lis
Walter Lis
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Using Digital Marketing to Connect. Inspire. Grow Walter Lis
My Background • 15 years of marketing experience in sports and media • 5 years focused online • Digital marketing – SEO, paid search, email marketing, analytics, social media • Local marketing WalterLis.com
TribLocal • 88 hyper-local websites (TribLocal.com) • Focused on local news, events, crime • Over 1 million visitors per month • 21 weekly newspapers • 1.1 million households weekly distribution • Evolving audience WalterLis.com
Marketing Evolution • Customer has control • Information is shared • Opinions are shared • Expectations rise, business held accountable WalterLis.com
Culture of Accountability • Track and test • Lose your opinion • Optimize everything WalterLis.com
Track and Test WalterLis.com
Lose Your Opinion WalterLis.com
Optimize Everything • Split test A/B • Text, images, buttons, forms • 5,000 unique visits • $50 product • 20% vs. 25% conversion = +$12,500 WalterLis.com
Your Reality “You'll be the same in five years as you are today, except for the people you meet  and the books you read.” -Charlie “Tremendous” Jones WalterLis.com
Use Technology to Grow • Online Resources – Khan Academy • Podcasts – iTunes U • Video - @Google, YouTube Edu, TED • Meetups • Team of Experts Daily Briefing WalterLis.com
Mental Power Tools • Degree in time management • Muscular discipline • Principle of momentum • Attitude is everything WalterLis.com
Happy Holidays Walter Lis TribLocal.com wlis@tribune.com Download My Free Resource Guide at WalterLis.com WalterLis.com

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Using Digital Marketing to Connect. Inspire. Grow.

  • 1. Using Digital Marketing to Connect. Inspire. Grow Walter Lis
  • 2. My Background • 15 years of marketing experience in sports and media • 5 years focused online • Digital marketing – SEO, paid search, email marketing, analytics, social media • Local marketing WalterLis.com
  • 3. TribLocal • 88 hyper-local websites (TribLocal.com) • Focused on local news, events, crime • Over 1 million visitors per month • 21 weekly newspapers • 1.1 million households weekly distribution • Evolving audience WalterLis.com
  • 4. Marketing Evolution • Customer has control • Information is shared • Opinions are shared • Expectations rise, business held accountable WalterLis.com
  • 5. Culture of Accountability • Track and test • Lose your opinion • Optimize everything WalterLis.com
  • 6. Track and Test WalterLis.com
  • 7. Lose Your Opinion WalterLis.com
  • 8. Optimize Everything • Split test A/B • Text, images, buttons, forms • 5,000 unique visits • $50 product • 20% vs. 25% conversion = +$12,500 WalterLis.com
  • 9. Your Reality “You'll be the same in five years as you are today, except for the people you meet  and the books you read.” -Charlie “Tremendous” Jones WalterLis.com
  • 10. Use Technology to Grow • Online Resources – Khan Academy • Podcasts – iTunes U • Video - @Google, YouTube Edu, TED • Meetups • Team of Experts Daily Briefing WalterLis.com
  • 11. Mental Power Tools • Degree in time management • Muscular discipline • Principle of momentum • Attitude is everything WalterLis.com
  • 12. Happy Holidays Walter Lis TribLocal.com wlis@tribune.com Download My Free Resource Guide at WalterLis.com WalterLis.com