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@sonnyg


Who was  in  business    

16  years  ago?  


Who was  in  business    

7  years  ago?  


Who was  in  business    

4 years  ago?  


Who was  in  business    

3 years  ago?  


Marke8ng has  evolved  


OUTBOUND

-­‐  -­‐  -­‐  -­‐  -­‐  -­‐ 

Adver8sing Lis8ngs   Emails   PR   Events   Collateral  

INBOUND -­‐  -­‐  -­‐  -­‐  -­‐  -­‐ 

Website Blog   SEO   Social  Media   Video   Reviews  


MEGAPHONE

MAGNET


1

ADVERTISING


Align spending  to  where  audience  spends  8me  

Source: Internet  Trends  2014,  Kleiner  Perkins  Caufield  &  Byers    


Make sure  you  target   engaged  couples  

1.3%


Leverage channels  that  focus  on  local  biz  


2

PR


Have a  quarterly  PR  plan  across  local  outlets  


3

EMAIL


Create Consistency  across  the  emails  you  send  


Make your  message  Personalized  and  Relevant  


What %  of  our  emails  to   engaged  couples  are   opened  on  mobile?  

65%


Cut down  info  &  images,  1  column,  1  ac8on  


4

EVENTS


Get poten8al  customers  to  slow  down  


If you’re  going  to  do  it,  make  the  investment  


Don’t be  afraid  to  ask  for  a  commitment  


5

COLLATERAL


Create consistent  ‘look  &  feel’  across  elements  


Pass the  branding  test  by  removing  your  logo  


You need  to  be  seen  o\en  


1

WEBSITE


Focus on  conversion  rates  from  your  website  


Number of  contact   forms  completed   Number  of  visitors  to   my  contact  form  


Op8mize with  heat  mapping  &  A/B  tes8ng   Crazy  Egg  

OpDmizely


Start thinking  ‘Mobile  First’  with  your  website  


81% leave  sites  with  a  bad  mobile  experience  


Mobilize your  website  today  


2

BLOG


Crea8ng regular  blog  content  drives  success  

Source: Hubspot,  Lead  GeneraDon  Lessons  


Your blog  is  about  sharing  your  personality  


Blog about  the  Journey  and  your  Exper8se  


Use your  blog  as  the  hub  of  your  content  


Submit content  at  RealWeds.com  


3

SEO


Source: MarkeDng  Sherpa  


Keywords are  the  most  important  SEO  item  


Include ‘wedding’,  category  and  loca8on  


The best  links  are        relevant,  direct  and  one-­‐way  


Improve search  engine  rankings  


4

SOCIAL


What’s the  value   of  a  Steinway   Grand  Piano?  


1.3 billion   55-­‐64   80%  


Provide the  pearls,  not  the  oysters  of  content  


Don’t just  push  messages,  pull  from  followers  


Posi8ve vibes  take  your  messages  further  


Social media  is  influencing  SEO  results  


Don’t just  play  the  game…hit  home  runs   CORE  

GROWTH

EMERGING


Capture leads  from  facebook  


Manage social  media  with  ease  


5

VIDEO


1 billion unique monthly visitors 2nd largest search engine in U.S.

reach more 18-34 than any network

6 billion hrs watched per month


Google has  intertwined  G+  with  YouTube  


Turn your  photos  into  short  videos  


6

REVIEWS


% of  engaged  couples   who  use  online  reviews  to   select  their  vendors?    

95%


Average traffic  increase   for  wedding  pros  with     11+  reviews  on  WW?  

123%


The Goal:                              1  review                              a  month  


go the extra inch


The easiest  way  to  get  reviews  


1

GOOGLE


Understand the  trends  for  your  biz  


Track the  basic  metrics  each  week  


Know the  sources  of  your  traffic  


Iden8fy the  loca8on  of  your  visitors  


Find opportuni8es  and  issues  quickly  


Know your  top  indexing  pages  &  links  


Quickly explore  Google  bot  ac8vity  


2

SOCIAL


Know your  FB  reach  &  demographics  


Iden8fy which  posts  are  working  best  


Just launched  analy8cs.twiner.com  


3

WW


See the  clicks  for  your  business  


The 3  M’s  to  Marke8ng  


Marke8ng tools  change…  

the job  stays  the  same  


Marketing Magic: The Megaphone, Magnet & Measuring Cup  

Presented by Sonny Ganguly