Between Google's Hummingbird algorithm (which favors social presence), Facebook's throttling of organic visibility (which means your fan page won't be seen without paying for it), and the rise of mobile (which means your message must be optimized in new ways), the only effective digital strategy plan must integrate your resources and attention across display, search, and social. SEO depends on social, display supplements SEO, social works best when informed by search strategy. And all of these platforms need a smart content plan. Krista Chism, manager of digital strategy at Avnet (SEO); Eric Elkins, CEO and chief strategist at WideFoc.us Corp (social media); Andrew Fischer, CEO of Choozle (display and programmatic); and Brian Grayson of Digital Age Marketer (PPC and social advertising), often work together to maximize results for their clients. These four hashed out the best ways to integrate your spend and strategy for measurable results during their 2014 Denver Startup Week talk, "SEO, PPC, And Social Media: The Trifecta Of Digital Strategy." Download the Demystifying Digital Strategy flowchart as a PDF at http://ow.ly/BHB5F

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5. SEO, PPC, and Social Media: The
Trifecta Of Digital Strategy
Krista Chism, Practice Lead, Digital Strategy, Avnet Digital
Business Services, @KristaLeah
Eric Elkins, CEO and Chief Strategist, WideFoc.us Corp
@datingdad, @widefocusco
Andrew Fischer, CEO, Choozle, @AndrewFischer_1
Brian Grayson, Partner, Digital Age Marketer @briangrayson
#DENstartupweek
#TrifectaDSW
#TrifectaDSW

7. How We Want It To Work
1. Launch a website
2. Optimize website for search engines
with code and copy
3. Build social media profiles, post about
products/services and events; post some
videos and photos
4. Buy some PPC ads and/or banner ads
5. Get lots of traffic to website
6. Increase sales, leads, downloads…
REVENUE!
#TrifectaDSW

8. How It Really Works
1. Create timely, relevant, authoritative
content
2. People find your content relevant and
share it (or at least engage with it)
3. You curate/share content from
influencers with your audiences
4. Your content is shared by influencers
5. Content is used as foundation for paid
campaigns, to drive targeted
conversations
6. Increase sales, leads, downloads or
other website goals

9. So What Does That Mean?
• SEO is now about visibility.
• It’s about the authority and relevance of your
content.
• It’s about using social platforms, paid and
earned content, and search engines as
channels to market content in real-time.
• Authority and relevance scores are driven by
others talking about (and linking to) your
content.
• Your content must be relevant, timely,
interesting, and/or authoritative in order to be
ranked higher over competitors’ domains.

10. The Interdependencies Of Real
Time Marketing
Real Time Marketing
SEO
Paid
Social
#TrifectaDSW

11. The Four Types of Content In
Your Digital Ecosystem
1. Owned – most powerful and authoritative, using
key words and phrases; easily shared; may live
on website
2. Earned — third-party credibility; repackage and
use across social platforms + website
3. Paid — resonant and strategic, tied to target
audiences; linked to relevant pages on your
website
4. Curated — become a resource for your target
audiences; supplements social presence and
develops thought leadership; demonstrates
generosity and community spirit

12. Simple SEO
Example: You’ve written a new blog post, and you’re
ready to promote it through social media.
Keep In Mind:
• At least one internal link back to website, referencing
static content with appropriate anchor text
• Article title and URL - targeted long-tail keyword phrase
• 56-70 characters in title
Hints
• Blog title is answer to question being asked by your ideal
customer
• Remember Google Alerts, and write title and first
paragraph for clicks!
• Craft social post per the channel need to maximize clicks
and shares/retweets

13. Simple Social Media
Example: Nearing launch of your product, and you want
to drive awareness, clicks, and purchases.
Keep In Mind:
• Target audiences → social platforms
• What are your goals? How will you measure success?
• Integrate with SEO
• Content calendar: 7-day template, or blown-out plan (four
kinds of content – don’t forget curated)
• Roles – who does what?
Hints
• FB (2-3/day), Twitter (10+/day), LinkedIn (1/day),
Instagram, Pinterest, etc.
• Schedule time to be social #PayYourselfFirst
• Be generous
• Social advertising (pay for visibility…which sucks)
#TrifectaDSW

14. Simple Paid Media
Example: All of those beautiful likes on your Facebook fan page
suddenly don’t seem to mean anything.
Your post to 20,000+ fans is seen by approximately 213 people.
Keep In Mind:
• Two roles for paid traffic:
1) direct promotion
2) supporting core content marketing strategy
• Understand what drives each platform’s algorithm…selling
more ads. Help them do that!
• Example: Facebook… low fan page engagement = weak
content-to-audience match
• Mindset is critical: “Buying Data” vs. just trying to get clicks
Hints
• Ratio of “people talking about” your page vs. total likes
• Understand which role you want paid traffic to play
• Just like SEO, algorithms run the show
• Get one traffic channel tested and optimized, then add
another. Lather, Rinse, Repeat.

15. Simple Programmatic Plan
Example: Pinpoint SUV purchase intenders in a specific
market (and/or zip code)
Keep In Mind:
• Determine your target: platforms leverage data to build
scalable, yet highly-targetable audiences
• Build your campaign: RTB (Real Time Bidding) makes
it possible to build and run advertising campaigns
everywhere online (including social media)
• Optimize: Real-time reporting enables quick
optimization, making the most of your precious budget
• Do you have the resources to self-manage a platform, or
does it make sense to work with an agency?
Hints
• RTB is primarily focused on display ads (banners, video)
and Facebook Exchange, but can be targeted by device
type (mobile, desktop, tablet)
• Purchasing digital media via RTB is 50% more cost-efficient
than buying media directly from websites or
networks
#TrifectaDSW

16. Demystifying Digital Strategy
Download the Demystifying Digital Strategy
flowchart as a PDF at http://ow.ly/BHB5F

17. Your Next Steps!
• Actionable
• Reasonable
• Achievable
• Moving you closer to where you need to be
• (Fun?)
Examples:
• Build a 7-day social media template for Facebook
• Define roles, set expectations
• Set up Google alerts
• Make a list of long-tailed key words phrases to be
used in owned content
• Calculate lifetime customer value and ideal cost-per-sale
or –lead
• Activate Google Analytics on website
• Subscribe to digital marketing daily newsletters for
tips and trends (Mediapost, AdExchanger, etc.)

18. Krista Chism (digital strategy, SEO)
Krista.chism@gmail.com @KristaLeah
Eric Elkins (Social Media)
eric@widefoc.us @datingdad
Andrew Fischer, CEO, Choozle (Programmatic)
andrew@choozle.com @andrewfischer_1
Brian Grayson, partner, Digital Age Marketer (PPC, traffic)
brian@digitalagemarketer.com @briangrayson
#TrifectaDSW