Presented by Kelly Edwards

CEO of Lawton Marketing Group

and Prime Agent Marketing

THE FUTURE OF DIGITAL MARKETING

Because the future of digital marketing is the future of

marketing in general.

Social Media Revolution Video

WHY IS DIGITAL MARKETING IMPORTANT?

Raise your hand if you watch television commercials on a regular basis.

For those of you who didn’t raise your hand, can you tell us why you don’t watch commercials?

Now raise your hand if you listen to radio commercials on a regular basis.

For those who didn’t raise their hand, can you tell us why you don’t listen to commercials?

COMMERCIALS, ANYONE?

Most traditional marketing is “interruption marketing”

They don’t want it & there are ways to avoid it now.

THE POINT IS THIS…

DIGITAL/ONLINE VS MASS MEDIA

MARKETING

A CASE STUDY OF PROMOTING A DENTAL PRACTICE

WHAT IF WE PROMOTE IT ON TV?

WHAT IF WE PROMOTE IT ON THE RADIO?

WHAT IF WE PROMOTE IT IN A MAGAZINE?

THE TRUTH IS, THE BEST PLACE IS ONLINE

THE ONE-TWO PUNCH OF A STRONG ONLINE PRESENCE

1. The Magical Moment2. Not Marketing At All (or so they think!)

You show up when someone searches for the things you do and you have a well-built

and well-optimized website.

When someone types in “Pediatric Dentist in McKinney TX” Google’s goal is to

provide the searcher with relevance and variety.

SO HOW DOES A BUSINESS SHOW UP IN GOOGLE?

Their top secret, complex search algorithm searches out web pages that contain the

keywords you used to search, then assigns a rank to each page based several factors.

That’s how they decide how relevant the search is to your website and where your

website should rank.

HOW DOES GOOGLE DECIDE IF MY SITE IS RELEVANT TO THE SEARCH?

You just build a website that caters to those factors, and you’ll have great

rankings now and forevermore.

Right?

Not even a little bit right (sorry!)• Top Secret

• Always changing

SOUNDS SIMPLE, RIGHT?

ANYONE KNOW WHAT THESE HAVE IN COMMON?

The images are all representative of the codenames for some of Google’s biggest

algorithm updates in the last 5 years.

Minor updates occur more than once a day on average

Major updates come annually, though not on a schedule

To do proper search engine optimization, you have to pay attention to them and

respond to them when your site is impacted by a change.

ALGORITHM UPDATES

WHY DO THEY HAVE TO KEEP CHANGING THE

ALGORITHM?

In the famous words of Puff Daddy,

“It’s all about the benjamins.”

WHY DOES ANYONE DO BLACK HAT SEO?

(In other words, when to turn and run the other direction)

They want you to pay them for placement (If I get you to position 1, you pay me $20,000. If I get you to position

two, you pay me $10,000.)

They guarantee they will get you to page one or to a certain ranking position.

The call you up and say “I noticed you’re not ranking well, and I can help.” – When, in fact, you are ranking

well.

HOW TO IDENTIFY A BLACK HAT SEO

1. PROPER STRUCTURE (fancier is not always better!)

2. FRONT END CONTENT (and lots of it!)

3. BACK END CONTENT (developed by someone who is experienced in white hat SEO)

4. RELEVANT AUTHORITY LINKS (no more link trading, link farming, etc.)

 It’s a lot of work, and it’s not as cheap as just throwing any

old website up there, but it is worth it!

SO HOW DO YOU GET A WEBSITE TO RANK HIGH THE WHITE HAT WAY?

HOW WORTH IT IS IT?

HOW WORTH IT IS IT?

MOBILE SITESSHIFTING GEARS…SORT OF

Beginning in 2014, Google will start penalizing websites that don’t have a mobile responsive version by lowering their rankings.

YIKES!

A website that responds to a mobile device and serves a special scaled down version of the website for that device.

SO WHAT IS A MOBILE SITE?

1. Half of all your website traffic is coming from mobile devices

2. 61% say that they back out when they land on a non-mobile site

3. 55% say a frustrating experience on a non-mobile website hurts their overall perception of a business

4. 74% say they’re more likely to revisit mobile-friendly sites

5. 67% say they are more likely to buy or convert after visiting a mobile-friendly site

WHY IS HAVING A MOBILE SITE IMPORTANT?

Homework for business owners: Look at your website on your mobile device to determine if it’s mobile responsive or not. If not, let me know and we can help.

After watching the video, I think we can all agree it’s important!

 

SOCIAL MEDIA

Social media is NOT a fad! It will not go away. It has changed the way our world communicates, and that is not going to change! It’s not just for young people, it’s not just for fun. It’s for everyone and it’s for business. You have no choice but to do social media if you want your business to survive and thrive in the months, years, and decades to come. Period.

1. Your website and your social media presence are

connected by big brother

NEWEST CHANGES IN SOCIAL MEDIA

1. You have great targeting opportunities to get your

message in front of a narrow target market through

social media.

NEWEST CHANGES IN SOCIAL MEDIA

Read this book

 

 

HOW TO GET STARTED WITH SOCIAL MEDIA THE D.I.Y.

WAY

1. Decide what you’re trying to achieve

2. Choose some appropriate social media channels for your business and your goals

3. Get started and don’t stop.

4. It takes time and patience to see results in social media, just like with anything else worth having in life. But don’t quit. Commit to 15 minutes a day for a year and it will change your business.

 

HOW TO GET STARTED WITH SOCIAL MEDIA THE D.I.Y.

WAY

ANY QUESTIONS?

THANK YOU FOR YOUR TIME