Deister 100 Year Celebration

LEADS ARE LIKE AGGREGATE

@kmullett

me on a bulldozer

Deister 100 Year Celebration @kmullett

WHO AM I?

circa 1987

Deister 100 Year Celebration @kmullett

CAN I FIND YOU

Online marketing doesn’t work if potential customers can’t find you or if you have to push everyone there.

Deister 100 Year Celebration @kmullett

WHERE DO WE DO RESEARCH IN 2012?

Recommendations for a restaurant will likely be taken at face value. Recommendations for expensive equipment will be validated. Where do we go to do research these days?

Deister 100 Year Celebration @kmullett

No marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and business objectives.

NO ONE SPOT

Deister 100 Year Celebration @kmullett

Maybe it’s time to rethink what you are willing to spend money on, and why.

WHAT IS WORKING?

Social Media Summit #SMSFW @kmullett

WHY THE WEB IS THE MARKETING CENTER

• Works WITH all other marketing • 24/7 lead generation • Where people do research (At their pace not yours)

• Easy, quick, and inexpensive updates

A NetCentered approach

Deister 100 Year Celebration @kmullett

Clients now have more tools than ever to sift through everyone that might be able to fill their need.

VISIBILITY SCREENS

Deister 100 Year Celebration @kmullett

tv dm (direct mail)

radio newspaper print (brochures/ads)

email marketing social SEO search marketing tradeshows sponsorships (nascar etc.)

yellow pages (not shown)

Social Media Summit #SMSFW @kmullett

TIP: SOMEONE NEEDS TO MIND THE STORE

Search engine optimization (SEO) won't fix bad content or make it convert into business, but without it "just writing good content" leaves you reaching less people than you could. Who’s on watch? Google CEO Eric Schmidt to Congress – 516 updates and over 13’000 tests in 2010. (pdf)

HYPE & HYSTERIA Deister 100 Year Celebration @kmullett

There is a lot of misinformation, speculation, opinion and hype being spread about online marketing. Worse is the expectation that it should be free, effortless, and easy, yet produce greater ROI.

Deister 100 Year Celebration @kmullett

TIP: ASK YOUR COUSINS 12 YEAR OLD…

Deister 100 Year Celebration @kmullett

TIP: TECHNICAL COMPETENCY MATTERS

These technical factors impact SERP and conversion.

Deister 100 Year Celebration @kmullett

BUDGET & STRATEGY

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TIP: BEWARE OF FREE OPINIONS

Projects are always limited by: time, money, effort, resources, knowledge, buy in. (from HIPPOs or clients)

Deister 100 Year Celebration @kmullett

TIP: IT’S NOT ABOUT WHAT YOU LIKE

Tools to find your audience:

Which phone line will you be ignoring today?

Social Media Summit #SMSFW @kmullett

ACTION: GET YOUR HOUSE IN ORDER FIRST!

Keep name, address, phone consistent!

Grab your local listings: getlisted.org

Blog Indiana #BIN2012 @kmullett

DO YOU SEE THE VALUE?

Don’t be surprised when you get very little value out, of that which you put very little value in.

Deister 100 Year Celebration @kmullett

TIP: THINK OFFLINE, ONLINE, MOBILE

QR Codes and mobile sites need a strategic purpose! Hello trade shows…

OWNERSHIP Deister 100 Year Celebration @kmullett

Deister 100 Year Celebration @kmullett

ACTION: BLOGGING…DO I HAVE TO?

Efficient blogging ideas. • Convert customer question

response emails into posts • Share via social • Use video reviews & stories • Link to specific information

pages from blog posts. • Get guest bloggers

yoursite.com/blog vs

blog.othersite.com

Deister 100 Year Celebration @kmullett

ACTION: GOOGLE GIVES YOU CLUES

Let Google give you ideas on which long tail subjects to write about. • Google Instant • More search tools (left) • Searches related to (bottom) • Related searches (top) [doesn’t always appear]

Deister 100 Year Celebration @kmullett

TIP: YOUR WEBSITE IS NOT FOR YOU

If you ask me to build you a pink website, I will build you a pink website but… I won’t pretend it’s a good idea if it doesn’t fit the intended audience. YOU are not the intended audience!

Deister 100 Year Celebration @kmullett

ACTION: GET COMFY ON CAMERA

• A Humanistic look into your company and processes • Easy and inexpensive to embed from Youtube • Increased visibility & no plug-in • Visitors and search engines like video

Deister 100 Year Celebration @kmullett

ACTION: MEASURE IF IT WORKED • Monitor contacts, calls, lead sources (referrals) • email subscriptions and network growth (quality) • Check Google Analytics, Google Webmaster tools: bounce rates, time on site, pages visited, conversion, confirmation pages, and…well that’s another seminar.

Deister 100 Year Celebration @kmullett

Humanize your message, Encourage conversation, Listen first, Promote Less.

H.E.L.P PHILOSOPHY

ME

bit.ly/aboutKM

cirrusabs.com / @cirrusabs @kmullett

Image by Joe Shoemaker

@kmullett

GET TIPS, TRICKS, INVITES, AND INFO

Find out what’s in The Puzzle Box bit.ly/ThePuzzleBox

cirrusabs.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/user/cirrusabs linkedin.com/companies/cirrus-abs

cirrusabs.com / @cirrusabs

Deister 100 Year Celebration @kmullett

ACTION: PREPARE FOR BUSINESS

• Open G+, Youtube, & Skype accounts • Buy a webcam • Harness the power of smartphones • Practice with someone (me)

Are you keeping up and prepared to communicate how others wish to be communicated with?

Deister 100 Year Celebration @kmullett

ACTION: KEEP TRAFFIC, SEO & VISIBILITY!

Embed signup capability via services like eventbrite

Deister 100 Year Celebration @kmullett

ACTION: CHECKING WHERE YOU RANK

Get: Rank Checker a Firefox browser add-on • Measure baseline • Measure changes • Measure competition • Check in private browsing

Deister 100 Year Celebration @kmullett

ACTION: START LISTENING & WATCHING Set alerts for: business name(s) or brand, employee names, usernames, your brand name, competition, influencers in your field, product/service names, and misspellings.

Deister 100 Year Celebration @kmullett

ACTION: GRAB YOUR BRAND/IDENTITY namechk.com

Deister 100 Year Celebration @kmullett

ACTION: TELL THEM & TELL THEM WHY…

• Are we clear with our message? • Is design or action most important? • What is our call to action? • What is in it for them?