2. SOME BACKGROUND INFORMATION...
Founder and CEO of The Loud Few, VP Digital Operations at Moosylvania.
SEO and PPC Instructor at Buzzhound Learning Lab
Board Member of Social Media Club St. Louis and Ad Club St. Louis
You can reach me:
erin@theloudfew.com
@steinburglar
linkedin.com/in/erinsteinbruegge
facebook.com/erin.steinbruegge
theloudfew.com/blog
2

3. GOALS & OBJECTIVES FOR TODAY
Provide an overview of 4 key digital strategies you
should be using to improve your brand presence online.
Discuss some stats and examples around the strategy.
Walk away with tactics you can implement immediately.
3

4. STRATEGY 1: SEO
FIND MY BRAND
4

5. SEARCH ENGINE OPTIMIZATION
PPC
Organic
5

6. SEO - BENEFITS
Identify how consumers are searching for your brand and topics
relevant to your products.
Increase brand impressions and brand awareness in organic search results.
Position your brand as an authority online.
Increase the quality and quantity of traffic to your website.
6

7. FUN STATS: SEO
US Senior Marketing Executives rank SEO as the most effective strategy for
generating conversions.
7

8. SEO CASE STUDY: TRUMOO PILOT
8

9. SEO CASE STUDY: TRUMOO PILOT
9

10. SEO CASE STUDY: TRUMOO PILOT
10

11. SEO: A CASE STUDY
60% 286% 42%
increase in traffic more pageviews for growth in social
for optimized pages. optimized content. media fans.
Data from this program allowed us to develop our website
and content strategy for the national rollout.
11

12. SEO - DO TOMORROW
1. KEYWORD RESEARCH
to identify branded and non-branded search terms,
as well as competitor search terms.
2. AUDIT THE CONTENT
on your existing site and build a plan for
incorporating new content base on these terms.
3. CREATE A PLAN FOR SHARING
your content via RSS feeds, PR, social media and
industry specific publications.
12

13. STRATEGY 2: CONTENT STRATEGY
13

14. CONTENT STRATEGY - WHAT IS IT?
It’s Your Master Plan for:
Delivering key messaging
Engaging you target audience
14

15. CONTENT STRATEGY - 6 STEPS TO SUCCESS
1. IDENTIFY 4. LISTEN
what topics interest your to what people are saying
customers. about your brand.
2. ENGAGE 5. MEASURE
where these conversations what content is
take place. most successful.
3. SHARE 6. OPTIMIZE
your content in the appropriate based on user feedback
channels. and analytics data.
15

16. AUDIENCE RESPONSE
& FEEDBACK
DISTRIBUTION
PLATFORMS
SHARE WITH
YOUR RESOURCE SHARING FRIENDS
CONTENT HOME
PRODUCTS
BASE
& SERVICES VIDEO HOSTING
CONTACT OPTIMIZED
INFORMATION CONTENT & TARGETED YOUR WEBSITE CONTENT
OUT CONTENT DISTRIBUTION
SOCIAL NETWORKING
DOCUMENTS,
WHITEPAPERS SEARCH ENGINE
& SLIDESHOWS
& SOCIAL MEDIA
ARTICLES STRATEGY SOCIAL BOOKMARKING
INDUSTRY NEWS YOUR BLOG
& REFERENCES
PERFORMANCE
VIDEOS ANALYISIS
AGGREGATORS
FAQS
SEARCH ENGINES
SEARCH ENGINE &
WEBSITE ANALYTICS
FEEDBACK
16

17. CONTENT STRATEGY CASE STUDY: CUTEX
17

18. CONTENT STRATEGY CASE STUDY: CUTEX
Content was all product-oriented
18

19. CONTENT STRATEGY CASE STUDY: CUTEX
19

20. CONTENT STRATEGY CASE STUDY: CUTEX
User submitted content is also shared via social media.
20

21. CONTENT STRATEGY CASE STUDY:
WHAT’S HOT
NAIL HEALTH TIPS
SHOP NOW
21

22. CONTENT STRATEGY CASE STUDY: CUTEX
22

23. CONTENT STRATEGY - RESULTS
2k+ post views in the first 2 weeks on Facebook.
Twitter fan growth – 500 followers in the first month.
23

24. CONTENT STRATEGY - DO TOMORROW
1. DO YOUR RESEARCH
on where conversations are happening and
sentiment around you brand.
2. CREATE WEBSITE CONTENT
that tells users what to do.
3. CREATE AN EDITORIAL CALENDAR
Download a free template in Resources
4. STICK WITH IT!!
24

25. STRATEGY 3: SOCIAL MEDIA
25

26. FUN STATS: SOCIAL MEDIA
26

27. FUN STATS: SOCIAL MEDIA
27

28. FUN STATS: FACEBOOK
Facebook generates the most conversions for B2C.
28

29. FACEBOOK STRATEGY
Offer exclusive content – FB users want discounts from brands.
personality for your brand.
29

30. FACEBOOK CASE STUDY
30

31. FACEBOOK CASE STUDY
23,811,912 GAINED OVER
IMPRESSIONS 21K FANS AVERAGE
CPM OF
50¢
CONVERTED FB AD
CLICKS TO FANS AT 77%
31

32. FACEBOOK - DO TOMORROW
1. MAKE YOUR WEBSITE MORE SOCIAL
intergrate sharing and social media streams
2. CREATE A “FAN GATE”
3. CREATE A TOS
that is public to your FB fans
4. CREATE A SOCIAL MEDIA PLAYBOOK
Free templates available in Resources
5. CONSIDER A CONTEST OR COUPON
with a FB ad campaign
32

33. STRATEGY 4: GET MOBILE
33

34. MOBILE MARKETING
MOBILE ADS MOBILE WEBSITES
SMS MOBILE APPS
LOCATION-BASED
QR CODES SERVICES
GEOFENCING AUGMENTED
REALITY
34

35. FUN STATS: MOBILE
5 BILLION+
PEOPLE HAVE A MOBILE PHONE
79%
OF SMARTPHONE USERS
THAT’S 1 BILLION MORE THAN HAVE USE THEIR PHONE TO
ACCESS TO A CLEAN TOILET.
HELP THEM SHOP.
74% MORE THAN
HAVE PURCHASED DUE TO
USING THEIR SMARTPHONE
WHEN SHOPPING. HALF
OF AMERICANS WILL HAVE A SMARTPHONE.
35

36. QR - WHAT IS IT?
QR is simply a link from the physical world to the digital world.
QR requires a smartphone with a camera and QR scanning software.
after the scan that makes or breaks a QR campaign.
36

37. QR - INTERESTING EXAMPLES
User shopping via QR at a subway station
37

38. QR - INTERESTING EXAMPLES
QR reinvents focus groups at retail.
38

39. QR - TIPS FOR MAKING IT A SUCCESS
Make sure your QR is scannable on multiple devices.
Make sure you are driving to a mobile accessible page.
39

40. MOBILE - DO TOMORROW
1. CREATE A MOBILE PRESENCE
make your website mobile accessible.
2. START SCANNING
QR codes around you
3. DOWNLOAD A LOCATION-BASED APP
or coupon app and explore user rewards.
40

41. FOLLOW UP RESOURCES
This presentation is available at:
http://www.slideshare.net/theloudfew
Resources for this presentation are available at:
http://www.theloudfew.com/digital-resources
Downloadable editorial calendar template
Links to social media policy templates
Links to free tools for keyword research and social media monitoring
Moosetracker - Mobile and Social Media Case Studies are available at:
http://tracker.moosylvania.com/
41

42. THAT’S A WRAP!
YOU HAVE SUCCESSFULLY COMPLETED
THIS CRASH COURSE
42