1. 7 Stages of a Total
Online Presence
John Jantsch
Duct Tape Marketing
@ducttape | #dtmTOP
@ducttape | #dtmTOP

2. Meet the stages
• Content platform
• Organic SEO
• Email marketing
• Social media marketing
• Online advertising
• Mobile and location
• Analytics and conversion
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4. Content platform
• Listening
• Research
• Blogging
• Lead capture
• Landing pages
• Amplify
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5. Listening
• Customers – Twitter Lists
• Journalists – Google Alerts
• Influencers - Alltop
• Competitors – Twitter Search
• Industry – Quora Feeds
• Blogs – Google Reader
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6. Publishing
• Body of work
• Chapters/repurpose
• Plugins
• Related content
• Sociable
• SEO from Yoast
• Amplify
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7. Lead capture
• eBook, tip sheet, how to
• Filetype: pdf
• ESPs form tool
• Pop up – Pippity
• Feature - WPTheme
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8. Landing pages anatomy
• Headline
• Image/video
• Bullet benefits
• Capture
• Call to action
• Trust
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10. Organic SEO
• Listening
• Keywords
• Factors
• Toolbox
• Backlinks
• Local
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11. SEO in 3 steps
1. Research
2. Optimize
3. Network
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12. Listening revisited
• Compete
• Seomoz Toolbar
• KeywordSpy
• SEO Book
• SearchStatus
• SpyFu
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13. Connect - links and social
• Great content
• Network
• Share OPC
• Guest content
• Comment
• Social profiles
• Press releases
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14. Local focus
• Local pages/content
• Local profiles – Google+Local
• Local citations – getlisted.org, UBL
• Ratings and reviews
• Local groups – MeetUp, LinkedIn
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15. Email marketing
• ESP
• Lead capture
• Newsletter
• Campaigns
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16. ESP tools
• Form builders
• Autoresponders
• Segmented lists
• Click based actions
• Templates
• Events
• Social integration
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17. ESP recommendations
• Aweber
• Infusionsoft
• MailChimp
• Constant Contact
• Vertical Response
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18. List building tips
• Useful, valuable, easy
• Address privacy
• Show samples, sell it
• Use advertising FB/Solo swap
• Feature box/smart pop up
• Cobranded content
• Thank you page trade
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19. Email plan
• Use ESP list building tools
• Landing page/every page
• Create series/bait
• Consider attention grabbers
• Integrate
• Promote your bait
• Add newsletter
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21. Social media marketing
• Strategy before tactics
• Google+, Facebook,
LinkedIn, Twitter
• Integration
• Toolbox
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22. Why social media?
• Follow up with prospects
• Stay top of mind with customers
• Keep up on your industry
• Provide customer service
• Develop partner network
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23. The networks
• LinkedIn
• Facebook
• Google+
• Twitter
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24. Google+ Best Practices
• Build a full profile
• Claim your +Local (Place) page
• Promote with “+1” button
• Focus on small Circles
• Use images and videos
• Comment with +name
• Hangouts on Air (YouTube)
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25. @ducttape | #dtmTOP

26. Some to watch
• Pinterest
• The Fancy
• Slideshare
• Instagram
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27. Toolbox
• Tweetdeck
• Google Reeder
• Buffer
• Sociable plugin
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28. Online advertising
• Strategy before tactics
• Landing pages
• AdWords basics
• AdWords advanced
• Online to Offline
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29. PPC Basics
• Testing conversion for pennies
• Ads, keywords, landing pages = quality
• Keyword bidding - 7500
• Search and content network
• Geography
• Multiple ads
• Budget
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30. AdWords tips
• Beware of broad matching
• Sit out Content Network for now
• Use narrow ad groups
• Define Your “Negative” Keywords
• Consider “Remarketing”
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31. Alternative networks
• Reddit ads – www.reddit.com/ad_inq
• YouTube Video Targeting –
www.youtube.com/t/advertising_video_
targeting
• StumbleUpon Paid Discovery –
www.stumbleupon.com/pd/
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32. Mobile and location
• Mobile now
• Mobile future
• Location service
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33. Mobile friendly web
• WPTouchPro
• Responsive Theme
• goMobi
• Emulator
howtogomo.com
• Click to chat
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34. Mobile ads
• Call to action
• Google Mobile ads
• Facebook Mobile ads
• Yelp Mobile ads
• Mobile messaging
CallFire, Trumpia
• Short codes
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35. Analytics and conversion
• Basic analytics
• Conversion funnels
• A/B testing
• Engagement tools
• Conversion tools
@ducttape | #dtmTOP

36. Analytics set-up
• Google.com/analytics
• Create account
• Install code (Admin/Tracking Info)
• Integrate
• AdWords
• Webmaster Tools
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37. Conversion funnels
• Create goals - Admin
• Build funnel
• Optimize landing pages
• Integrate A/B testing
• Experiments
• Measure and fix
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38. Conversion tools
• Avinash Kaushik (kaushik.net)
• fivesecondtest.com
• ClickTale
• 4Q survey tool
• UserTesting.com
@ducttape | #dtmTOP

39. Total Online Presence
Program overview
• 6 live lessons
• Complete online portal
• Resources/action plans
• Real time updates
• Live QandA
• www.ducttapemarketing.com/total-online-presence-beta
@ducttape | #dtmTOP