Introduction to Digital Marketing Concepts: SEO & Facebook Strategies by Brent Ulbert
Brent Ulbert, an experienced marketing professional, presents a comprehensive overview of digital marketing focusing on SEO, Facebook strategies, consumer behavior, and low-cost marketing steps. The course covers setting goals, understanding consumer trends, and utilizing targeted advertising for maximum ROI. Practical tips on logo design, vehicle wraps, and signage are also shared to enhance marketing efforts.
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Introduction to Digital Marketing Concepts: SEO & Facebook PRESENTED BY BRENT ULBERT, OWNER/OPERATOR PROFESSIONAL DISCOUNT SUPPLY COLORADO SPRINGS, CO WWW.RADONPDS.COM 2018 International Radon Symposium
Course Outline My Background Setting goals and expectations Low cost/free marketing first steps Consumer behavior Marketing mix: targeted/broad; branding/directory SEO & Pay Per Click Facebook 2018 International Radon Symposium
Brents Background Bachelor of Sciences in Consumer Affairs, certificate in Business. Graduated with honors from University of Wisconsin Madison 2009 ~7 years in marketing with a focus on small business Yellow pages 21st century Hundreds of small businesses, mostly home contractors ~2 years with major QSR brands on loyalty/mobile marketing Sonic, Subway, Baskin Robbins, & more 2018 International Radon Symposium
Consumer Behavior/Trends Data drives decisions more than ever before Consumer Intelligence is UP: research and REVIEWS Splintered marketing channels mean flexibility TARGETED advertising Speak only to your best prospective customers TRACKABLE conversions (RCF #s) Near perfect return on investment (ROI) calculations No more guesswork CONTROLLED budgets $20 $20,000 and everything in between 2018 International Radon Symposium
STOP! Have you tried these Slam Dunks first??! Professional Logo Budget option: www.99designs.com (starting $299) Quick, cheap But .You get what you pay for High-end professional designer ($600-$1,500) Saturated industry, easy to talk down on price. Make sure you see a portfolio first! Vehicle Wrap Highest ROI for contractors, hands-down. Phone number on tailgate/rear or it s money down the drain Magnet is a cheaper budget option 2018 International Radon Symposium
More Slam Dunks Signage Does your office/building have good vehicle/pedestrian traffic and visibility? Little-to-no recurring costs to signage, long-life: RESULTS WEBSITE Mobile-optimized (different than a mobile site ) Intuitive, user-friendly INFORMATIVE (remember: consumers like to research) Contact/Phone # on EVERY PAGE Local design firms typically best bet, worth the money. Keep on retainer. ALWAYS SEE A PORTFOLIO and call an old client for feedback ~$500-$4,000 typically, depends on quality and customization 2018 International Radon Symposium
Marketing Categories Directory Marketing Direct Targeting Buyers Often Data Driven Trackable Conversions (RCF#s) Higher ROI Brand Building Creative Typical Advertising (think Mad Men) Awareness Far-reaching Lower ROI Harder to track Reserved for larger companies 2018 International Radon Symposium
Channels Available DIRECT BRANDING Yellow Pages Magazine Television Google aka Search Engine Optimization (SEO) Newspaper Pay per click Radio Directory Sites (Home Advisor, Angies list, Craigslist, etc.) Outdoor: billboard, bus bench, etc. Retargeting Social Media (Facebook) -hybrid Home Shows Community Sponsorships 2018 International Radon Symposium
Search Engine Optimization*** DIRECT THE GOOGLE (and Bing, Yahoo!, etc . But who are we kidding?) Pros: HUGE reach; HIGH ROI; targeting BUYERS Cons: HIGHLY COMPETITVE (month to month, week to week, day to day) HIGH variation in partner efficacy, price, and deliverables Long term plan/investment needed Expect a competent company to charge upwards of $300/mo (typically in the $500-1,200 range) 2018 International Radon Symposium
Pay-per-click DIRECT Skip the line! Pros: quick results high targeting lower cost typically 10% broker management fee Cons: lower ROI Market pricing fluctuates daily (budget drain); gotta spend! phantom clicks or worse competitor clicks 2018 International Radon Symposium
Social Media BRANDING THE FACEBOOK Hybrid medium Pros Trackable conversions Highly targetable Target by consumer behavior, interests, education, location, demographic, etc. Cons Creepy Ineffective if calibrated improperly Need to spend $ to make money! 2018 International Radon Symposium
Final Thoughts: 3 Ts 1. THINK: have a plan & budget 2. TARGET: pick your ideal customer, then choose channel(s) accordingly 3. TRACK: know your margins, calculate your ROI 2018 International Radon Symposium
In case of emergency CALL BRENT 719-444-0646 brent@radonpds.com a rising tide lifts all ships 2018 International Radon Symposium
BONUS SLIDE Referrals: best practices Reward word-of-mouth Gift cards for referrals Lottery drawings for email subscribers $$$ off for yard signage (for a few weeks or a month after install) ASK FOR GOOGLE REVIEWS Positively effects your SEO (as do YouTube videos) Sticker systems and perform annual courtesy calls! Don t discount professional networking Befriend realtors, home inspectors, and other small business owners in your community. Be seen amongst the chamber crowd. 2018 International Radon Symposium
