Strategies Focused on Increasing The Reach and Visibility of Your Business. A Crash course in theory and tools for growing your business in the digital world.

1. A CRASH COURSE IN THEORY AND TOOLS FOR
GROWING YOUR BUSINESS IN THE DIGITAL
WORLD

2. Our Digital Trail Today
• Planck Social Media Agency
• Free Tools and Where to Find Them
• Determining Your Target Market
• How to Get in Front of Your Target Market
• Search Engine Optimization
• Types of Postings (free & paid)
• How to Determine Results and Tweaks for Success
• Website Development Using SEO
o (Search Engine Optimization)

3. Partnering Facilitation Services
733,000 results
1st page ranking
Social Media Agency
1,520,000 results
1st page ranking
Small Business Talk Radio
12,700,000 results
1st page ranking
High Temperature Testing Solutions
54,400,000 results
1st page ranking
Some SEO Results
Peer Advisory Board - 6,540,000 results – 1st page
Peer Advisory Group - 2,990,000 results – 1st page
Shop.UnitedWeStandProductions.com
Planck Media offers copywriting, graphics,
keywords, marketing, SEO, web design and even
video production with green screen.

4. Target Market
• The Basics
o Understand customer problems you solve
o Paint a picture of your target customer
o Which specific customers will benefit from your offer
o Think about niche markets
o Company expertise applied
• Sharpen Your Focus
o Determine what needs your product fulfills
o Use a funnel approach – filter for specifics
o Emphasize primary value propositions
• Obtain Data
o Evaluate the Competition
o Gather survey data to identify target markets
o Draw on existing data aggressively
o Look to your own network for data

5. Target Market
Uniqueness
• Lifespan of the product
• The raw materials required to make the end product
• The end result of the finished product
• The prospective section of consumers for whom the product is to be launched
Target Audience (Demo & Psycho)
• Age, Gender, Education, Income, Location
• Target audience leisure time
• The place where the target customers reside
• The books they like to read
• The movies they like to watch
• The music they love to hear
• The values of their life and their religious beliefs

6. LinkedIn
• Connect & Follow
• Mention or Tag ‘#’
• Comment/Share Posts
• Endorse/Write Recommendation
• Find & Follow Company
• Comment/Share on C page
Connect with Content & Intent
Google+
• Add to Circle
• +1 Posts
• Comment/Share on Posts
• Mention in Your Posts
Facebook
• Find & Follow
• Personal Friend Request
• Like & Share Posts
• Comment & Mention
• Like Business Page
• Comment/Post to BP
• Review if Appropriate
• Tag if Appropriate ‘#’ ‘@’

7. Connect with Content & Intent
• Twitter
• Find & Follow
• Add to List
• Retweet
• Favorite
• Mention
• Direct Message
• Instagram
• Take, Edit, Share
• Find, Follow & Share
• Search Hastags ‘#’
• Discover/Explore
• Direct Message
• Mention/Tag ‘@’

8. • Manufacturing processes
• Employees
• Team outings
• Workspace environments
• New products/releases
• Product teases
• Celebratory content
Connect with Content & Intent

9. Types of Posts
• Free – Self generated
o Profile – FB, LI, T, G+, In
o Business/Company Page – FB, LI, G+
o Google +
o Optional Hashtags (#) or specific (@name/company)
• Paid
o Facebook
• Sponsored Graphic, Text, Video
• Location, Behavior, Interests, Connections
o Google Adwords
• Keyword bidding
o Linkedin
• Sponsored Content, Text Ads, Sponsored InMail
o Twitter
• Promoted Tweets, Promoted Accounts, and Promoted Trends

10. • Behavior
o Select people based on their prior
purchase behaviors, device usage
and other activities.
• Connections
o Reach people who are connected
to your Facebook Page or event,
or exclude them to find new
audiences.
• Location
o Reach people in the cities,
communities and countries where
you want to do business.
• Demographics
o Select an audience based on age,
gender, education, relationship
status, job title and more.
• Interests
o Choose the interests and hobbies
of the people you want your ad to
reach.
Great Guide for FB Ads

11. • Products
o Sponsored Content
o Sponsored InMail
o Text Ads
o Dynamic Ads
o Programmatic Display Ads
o Elevate
o Ad Tips Resource Center
• Features
o Conversion Tracking
o Contact Targeting
o Lead Generation
o Lead Gen Forms
o Website Demographics
o Website Retargeting
o Account-Based Marketing
o Audience Network
o Carousel Ads
https://business.linkedin.com/marketing-solutions/ads
Hubspot’s Guide to LinkedIn Adv

12. • Audience targeting
o Demographics: Target your ads based on how well your products and services trend
with users in certain locations, ages, genders, and device types.
o Affinity: Advertisers with TV campaigns can extend a campaign online and reach an
audience using Google Search or the Display Network.
o In-market: Show ads to users who have been searching for products and services like
yours. These users may be looking to make a purchase, or have previously made a
purchase and could still be interested enough to interact with your ads.
o Custom intent: Choose words or phrases related to the people that are most likely to
engage with your site and make purchases by using "custom intent audiences." In
addition to keywords, custom intent audiences lets you add URLs for websites, apps, or
YouTube content related to your audience's interests.
o Similar audiences: Expand your audience by targeting users with interests related
to the users in your remarketing lists. These users aren't searching for your products or
services directly, but their related interests may lead them to interacting with your ads.
o Remarketing: Target users that have already interacted with your ads, website, or
app so that they'll see your ads more often. These users can be in any stage of
conversion, as long as they've visited your site or clicked on your ad before. These
users may even return to complete a purchase.
Adwords Explained

13. • Content targeting
• Topics: Target one ad to multiple pages about certain topics at once. Topic targeting
lets you reach a broad range of pages on the Display Network. Google Ads analyzes
web content and considers factors such as text, language, link structure, and page
structure. It then determines the central themes of each webpage and targets ads
based on your topic selections.
• Placement: Target websites on the Display Network that your customers visit. If you
select this type of targeting, we'll only look at your chosen sites (managed
placements) when searching for relevant sites. Unlike contextual targeting
(automatic placements), placement targeting doesn't require keywords. A placement
might be an entire website or a subset of a site.
• Content keywords: Choose words that are relevant to your product or service to
target users making searches using those same terms. You can tailor a set of
keywords to manually reach certain demographics or meet specific goals. For
instance, you can change your keywords to reflect seasonal interests or make the
most of a sale.
• Display expansion for search: Let Google Ads find users for you with a
combination of automated bidding and smart targeting. Display expansion works for
both Search and Display campaigns, targeting high-performance moments for the
best results.

14. • Promote Mode
o By Country
• By Interests
o Up to 5
• By Locations
o Up to 5
o Metro areas or regions
• Campaigns
o By Country & Time
o Objectives
• App installs
• Followers
• Tweet engagements
• Promoted video views
• Website clicks or conversions
• App re-engagements
• In-stream video views
• Awareness
Guide to Twitter Advertising

15. Free Social Posting Tools
• Dlvr.it
• Bitly
• Tailwind
• Agora Pulse
• CrowdBooster
• Visage
• Audisense
• Tweepi
• Socialbakers
• Socedo
• SocialFlow
• Brand24
• Agorapulse
• Buffer
• Sprout Social
• MeetEdgar
• Hootsuite
• IFTTT
• Social Oomph
• BuzzSumo
• Feedly
• Oktopost
• Tagboard
• Followerwonk
• Everypost
Links are Live

16. Social Media Campaigns
• Determine Social Goals
o Accomplish what through which channels
o What is your company trying to accomplish?
• Create Metrics to Measure Goals
o Awareness, engagement, drive traffic, advocates and fans, share of voice
• Measuring Tools
o Google ‘social analytics tools’
• Monitor & Report
o Compare expectations and compare to competitor
o Benchmarks & contextual information, charts, graphs
• Adjust & Repeat
o Fine tune message & metrics

17. Measurements & Metrics
• Awareness - volume, reach, exposure, and amplification
• How far is your message spreading?
• Engagement - retweets, comments, replies, and participants
• How many people are participating, how often are they participating, and in what
forms are they participating?
• Drive traffic - track URL shares, clicks and conversions
• Are people moving through social media to your external site and what do they do
once they’re on your site?
• Advocates and fans - track contributors and influence.
• Who is participating and what kind of impact do they have?
• Share of brand voice - track volume vs closest competitors
• How much of the overall conversation around your industry or product category is
about your brand?

18. Analytics
• Campaign-Focused Metrics
o Traffic
• Site & mobile number
• Sources
• Click through rate (ctr)
• Cost per click (cpc)
o Conversion
• Conversion rate (cvr)
• Cost per lead (cpl)
• Bounce rate
• Pages per visit
• Cost per page view
• Time on site
• Return visitors
o Revenue
• Return on investment (roi)
• Cost to acquire customer (cac)

19. Analytics
• Website
o Google Analytics
o Spring Metrics
o Woopra
o Clicky
o Mint
o Chartbeat
o Kissmetrics
o UserTesting
o Crazy Egg
o Mouseflow
• Ongoing Platform
o Facebook Analytics
o Twitter Analytics
o Google Analytics
o Instagram Insights
o Facebook Insights
o LinkedIn Reporting

20. Website SEO
How they work:
• Web Crawling
• Indexing
• Algorithms (200+ factors)
• Most relevant & useful
o Keyword usage
o Site structure
o Site speed
o Time spent on site
o Number of inbound links
o Quality of inbound links
o Mobile usability
Search Engine Optimization

21. • Example:
o Social Media and Web Development Survey
o Created Google Business Page
• Buried to top 5 for Kitchen Cabinet Company (local listing)
o Updated Facebook Business Page
• 278 followers – up 73 (Jan 14 – 30, 2019)
o Created LinkedIn Company Page
• Currently creating posting plan
o Shifted from Commercial to Retail
• Increased Web traffic from reviews & searches
o New Website – Due to Launch FEB 1
• Calls to Action (popups)
o Sweepstakes Give-Away
o Get a Quote

22. • Another Option for Small Business Owners
• Monthly Meetings with Topic
• Non-Competitive Business Owners
• On-ground and Online
• PeerAdvisoryBoard.com