Start With What You Know - An Intro To Building An Interactive Marketing Strategy With A Changing Online Landscape

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Max Thomas

Short introduction to building an interactive marketing strategy given the changes to Gogoel

Empresariales Tecnología

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START
WITH

WHAT
YOU
KNOW
Presented by Max Thomas | August 8, 2013

www.ThunderSEO.com Follow @ThunderMax
thunderseo.com/blog
@thundermax
FIRST
OFF

–

Who
am
I?

Gplus.to/maxthomas
Bit.ly/thundermax
Max Thomas
CEO / Founder

www.ThunderSEO.com Follow @ThunderMax
http://bit.ly/uni-business
UNINFORMED
BUSINESS
I
need
a
blog.

I
need
to
rank
for

_______

I
need
inbound
links.

I
need
SEO.

I
need
Facebook.

www.ThunderSEO.com Follow @ThunderMax
NOT
TOO

LONG

AGO
…

ORGANIC

RANKINGS

ADWORDS

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Not
too

long
ago
…

www.ThunderSEO.com Follow @ThunderMax
rel=author

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GOOGLE
AUTHORSHIP

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KNOWLEDGE
GRAPH
-‐
Carousel

Carousel

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KNOWLEDGE
GRAPH
-‐
Carousel

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LOCAL
&
KNOWLEDGE
GRAPH

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GOOGLE
SERP
CHANGES

85 SERP
Features!
Pete Meyers – MozCon 2013 – bit.ly/85serp

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NEWS
RESULTS

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VIDEO
THUMBNAILS

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SPONSORED
SHOPPING
RESULTS

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SPONSORED
FLIGHT
BOOKING

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TRAFFIC
MAPS

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FACEBOOK
ADS

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FACEBOOK
INSIGHTS

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WHERE

DO
I

START?

www.ThunderSEO.com Follow @ThunderMax
Start
with

what
you

know.

www.ThunderSEO.com Follow @ThunderMax
START
WITH
WHAT
YOU
KNOW

1.
Know your business
2.
Know your products and services
3.
Know your customers
4.
Know your competitors
5.
Know what’s happening in your
online market space
6.
Know your resources

www.ThunderSEO.com Follow @ThunderMax

Know
Your
Business

Are you a new business (new horizons) or an established
business that's moving to the web (historical knowledge)
Are you local or national
Do you partner with other business easily
Do you have clear marketing goals
Do you have a true understanding of interactive vs offline

1

www.ThunderSEO.com Follow @ThunderMax

Know
Your

Products
&
Services

Whats the primary benefits and advantages
Are you transactional (commerce)
Or service oriented (b2b)
How do people buy your product
Can you market all your products/services online

2

www.ThunderSEO.com Follow @ThunderMax
Know
Your
Customers

What kind of customers do you want
Is it sheer quantity (commerce)
Is there a target customer (b2b services)
What's their pain points
Does your customer purchase online
Or do they mostly learn online and purchase offline
Where do your customers hang out online
Are they more search oriented, or reviews, or social, or all of the above
How do they behave online vs offline
What portion are mobile (it's growing)
What part of their buying decision process can you help with

3

www.ThunderSEO.com Follow @ThunderMax
Know
Your
CompeYtors

Is your industry expanding, static or shrinking
Are competitors aggressive or is there co-opetition
Are they hyper-responsive (like price wars)
Do they even know you exist
What are their online strategies
Focus on links vs social vs content vs ppc

4

www.ThunderSEO.com Follow @ThunderMax

Know
What’s
Happening

In
Your
Space

What kind of results is Google showing for your industry
Does it differ by geography and vertical
What kind of sites and content is Google rewarding
What about links and social mentions
How is FB and other social profiles handling your industry
What about hyper-local channels like Instagram,
Foursquare
What about Mobile

5

www.ThunderSEO.com Follow @ThunderMax
Know
Your
Resources

Are you a one-person operation or a marketing team
How many interactive tactics can you support
Do you need outside resources
If so, how will they be managed
What portion of your marketing strategy is interactive
What's your mindset
Are you more pay-to-play or long-term
(huge consideration)

6

www.ThunderSEO.com Follow @ThunderMax
And then you can build your best strategy
START
WITH
WHAT
YOU
KNOW

www.ThunderSEO.com Follow @ThunderMax
Bit.ly//h84wli
DOWNLOAD
this presentation
MAX THOMAS
Founder & President Thunder SEO
thunderseo.com/blog
Q
&
A

@thundermax
max@thunderseo.com
@ThunderSEO

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Start With What You Know - An Intro To Building An Interactive Marketing Strategy With A Changing Online Landscape

1. www.ThunderSEO.com Follow @ThunderMax START WITH WHAT YOU KNOW Presented by Max Thomas | August 8, 2013

2. www.ThunderSEO.com Follow @ThunderMax thunderseo.com/blog @thundermax FIRST OFF – Who am I? Gplus.to/maxthomas Bit.ly/thundermax Max Thomas CEO / Founder

3. www.ThunderSEO.com Follow @ThunderMax

4. www.ThunderSEO.com Follow @ThunderMax http://bit.ly/uni-business UNINFORMED BUSINESS I need a blog. I need to rank for _______ I need inbound links. I need SEO. I need Facebook.

5. www.ThunderSEO.com Follow @ThunderMax NOT TOO LONG AGO … ORGANIC RANKINGS ADWORDS

6. www.ThunderSEO.com Follow @ThunderMax Not too long ago …

7. www.ThunderSEO.com Follow @ThunderMax rel=author

8. www.ThunderSEO.com Follow @ThunderMax GOOGLE AUTHORSHIP

9. www.ThunderSEO.com Follow @ThunderMax GOOGLE AUTHORSHIP

10. www.ThunderSEO.com Follow @ThunderMax KNOWLEDGE GRAPH -‐ Carousel Carousel

11. www.ThunderSEO.com Follow @ThunderMax KNOWLEDGE GRAPH -‐ Carousel

12. www.ThunderSEO.com Follow @ThunderMax LOCAL & KNOWLEDGE GRAPH

13. www.ThunderSEO.com Follow @ThunderMax GOOGLE SERP CHANGES 85 SERP Features! Pete Meyers – MozCon 2013 – bit.ly/85serp

14. www.ThunderSEO.com Follow @ThunderMax NEWS RESULTS

15. www.ThunderSEO.com Follow @ThunderMax VIDEO THUMBNAILS

16. www.ThunderSEO.com Follow @ThunderMax SPONSORED SHOPPING RESULTS

17. www.ThunderSEO.com Follow @ThunderMax SPONSORED FLIGHT BOOKING

18. www.ThunderSEO.com Follow @ThunderMax TRAFFIC MAPS

19. www.ThunderSEO.com Follow @ThunderMax FACEBOOK ADS

20. www.ThunderSEO.com Follow @ThunderMax FACEBOOK INSIGHTS

21. www.ThunderSEO.com Follow @ThunderMax WHERE DO I START?

22. www.ThunderSEO.com Follow @ThunderMax Start with what you know.

23. www.ThunderSEO.com Follow @ThunderMax START WITH WHAT YOU KNOW 1. Know your business 2. Know your products and services 3. Know your customers 4. Know your competitors 5. Know what’s happening in your online market space 6. Know your resources

24. www.ThunderSEO.com Follow @ThunderMax Know Your Business Are you a new business (new horizons) or an established business that's moving to the web (historical knowledge) Are you local or national Do you partner with other business easily Do you have clear marketing goals Do you have a true understanding of interactive vs offline 1

25. www.ThunderSEO.com Follow @ThunderMax Know Your Products & Services Whats the primary benefits and advantages Are you transactional (commerce) Or service oriented (b2b) How do people buy your product Can you market all your products/services online 2

26. www.ThunderSEO.com Follow @ThunderMax Know Your Customers What kind of customers do you want Is it sheer quantity (commerce) Is there a target customer (b2b services) What's their pain points Does your customer purchase online Or do they mostly learn online and purchase offline Where do your customers hang out online Are they more search oriented, or reviews, or social, or all of the above How do they behave online vs offline What portion are mobile (it's growing) What part of their buying decision process can you help with 3

27. www.ThunderSEO.com Follow @ThunderMax Know Your CompeYtors Is your industry expanding, static or shrinking Are competitors aggressive or is there co-opetition Are they hyper-responsive (like price wars) Do they even know you exist What are their online strategies Focus on links vs social vs content vs ppc 4

28. www.ThunderSEO.com Follow @ThunderMax Know What’s Happening In Your Space What kind of results is Google showing for your industry Does it differ by geography and vertical What kind of sites and content is Google rewarding What about links and social mentions How is FB and other social profiles handling your industry What about hyper-local channels like Instagram, Foursquare What about Mobile 5

29. www.ThunderSEO.com Follow @ThunderMax Know Your Resources Are you a one-person operation or a marketing team How many interactive tactics can you support Do you need outside resources If so, how will they be managed What portion of your marketing strategy is interactive What's your mindset Are you more pay-to-play or long-term (huge consideration) 6

30. www.ThunderSEO.com Follow @ThunderMax And then you can build your best strategy START WITH WHAT YOU KNOW

31. www.ThunderSEO.com Follow @ThunderMax Bit.ly//h84wli DOWNLOAD this presentation MAX THOMAS Founder & President Thunder SEO thunderseo.com/blog Q & A @thundermax max@thunderseo.com @ThunderSEO

Start With What You Know - An Intro To Building An Interactive Marketing Strategy With A Changing Online Landscape

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