This document provides information about digital marketing strategies and services from TOPS Digital Marketing Specialists. It discusses the importance of having a responsive website that works across devices and focuses on different content for awareness, consideration and conversion stages of the marketing funnel. It also explains the difference between search engine optimization (SEO) and search engine marketing/pay-per-click (SEM), and promotes TOPS' local roots, transparent approach and customizable dashboard for tracking campaign performance.
5. DAVE
PATTERSON
Vice President of Business
Development
Smart 1 Marketing of
Columbus, Ohio
• 16 Year Sales Professional
• 10 years in digital with
annual sales of 2.6 million
• Digital Junkie, with an
occasional Whiskey
SPECIAL GUEST
8. Lexington Market Spend
Invested in Online Advertising: $220.20 M
2017 Average % of Ad Budget used for Online Ads: 56%
2018 Projected Online Ad spending: (+13%)
Total Local Advertising Spending for Lexington, Ky
16. So what will 2018 look like?
Creative will expand – video, audio, digital formats
Location based advertising such as Waze will grow at impressive rates
Mobile, social and streaming will see continued growth
IOT’s impact on retail will begin to spread
Artificial Intelligence will have high adoption rates by consumers
App builds and making sites mobile friendly will continue becoming mainstream.
17. One last thing…
True when considering
tactics – not true
when considering
companies!
18. Digital Marketing Strategy
TOPS Approach:
COMPLETE DIGITAL MARKETING STRATEGY
Responsive Web: Optimized for quality viewing on
any device
SEO: A set of techniques that aid your website in
getting better positioning in major search engines,
organically
PPC/SEM: Paid advertising campaign that support
your search results
Social: A personified online presence and content
creation on major social networks.
Programmatic Display: Media delivered by
software to a specific user based on the user data
(Right Ad > Right Person > Right Time)
Optimized
Web Design
SEO
PPC/SEM
Programmatic
Display
Social
19. Our complete offerings:
IP Targeting
• Campus IP
• B2B IP
• IP Matchback
• IP Reverse Append
• IP Mobile Device ID
• Direct & Cookies-Based IP
Web Design
• Full Responsive Site Design
• Full Ecommerce Site
• Mobile Only Site
• App Build Outs
Display Marketing
• Contextual
• Category
• Behavioral Targeting
• Search Retargeting
• Retargeting
Search Engine Optimization
Email Marketing
Social Media Local Business Listings
• Directory Listings on 50+ sites Native Advertising
• Desktop
• Mobile
• Video
Video
• Streaming options
• Youtube
• Facebook
• Twitter
• Instagram
• LinkedIn
• Youtube
• Pinterest
Search Engine Marketing (PPC)
• Google, Yahoo, Bing & AOLWaze
Digital Press Release
Streaming Radio
Mobile Targeting
• Geo-Fencing
• Geo-Fence Retargeting
Full Reporting Dashboard
Creative Services Team
20. Website Design
What is the true purpose of your website for your business?
They may look shiny, but if the marketing smarts are not cooked in at design time,
then you will be running the marketing race with a wooden leg.
Your website is the center of your digital marketing world —
the place that all digital rivers run toward.
Is your website a
TELLER or a SELLER?
21.
22. Website Design
Where does your site content touch on your marketing funnel?
Awareness
Consideration
Conversion
23. Website Content
Awareness
Aids your
prospective customer
understand the problems they
face and illustrating your
experience and credibility in
solving them.
• Blog posts
• Informational articles
• Comprehensive guides
• FAQs
Consideration
Aids your prospect compare
you against the other offerings
out there. This tends to be
practical content that helps
the customer make a decision.
• Product or service
information
• Product demonstration
videos
• User guides
Conversion
Drives conversions and should
gently encourage a sale or
lead.
• Reviews
• Testimonials
• Free trial
• Free consultation
24. Grab your
phone.
Go to your web browser.
Type in your company website
address.
Does it appear as it does on desktop?
Does it fit the frame of your phone
screen?
Is the font legible?
Let’s take a
quick look…
29. The
Difference
Provide a connection point between your
campaign to your investment.
We keep your business goals at the forefront of
every campaign.
Trusted throughout Central Kentucky.
Great brand awareness with local reps that
get things done!
Why become our
partner?
What sets TOPS apart?
Trusted.
Local.
Transparent.
30. The TOPS Dashboard
You will receive a custom dashboard
that will deliver daily results of the
campaign so that you are always
aware when it comes to
performance.
31. Our Kentucky Roots
Founded in 2005
Our roots are digital! Started as a website only!
Lexington’s Original Social Media
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34. Office on High Street.
The Team!
Your Partners & Partiers!
Thanks for
attending the
December
Lunch & Learn!