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  • Why Marketing Matters For Geeks

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    Alora Clarisse Chistiakoff
    33 views24 pages
    This was from a presentation I did for a local networking group, specializing in engineers and other technical people, many of whom were either job hunting or trying to start their own business. The focus is on helping technical people understand why marketing matters to them, and what marketing steps they can take, despite not being "marketers."

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    Why Marketing Matters for Geeks

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    This was from a presentation I did for a local networking group, specializing in engineers and other technical people, many of whom were either job hunting or trying to start their own business. The focus is on helping technical people understand why marketing matters to them, and what marketing steps they can take, despite not being "marketers."

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    33 views24 pages

    Why Marketing Matters For Geeks

    Uploaded by

    Alora Clarisse Chistiakoff
    This was from a presentation I did for a local networking group, specializing in engineers and other technical people, many of whom were either job hunting or trying to start their own business. The focus is on helping technical people understand why marketing matters to them, and what marketing steps they can take, despite not being "marketers."

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 24

    Why Marketing Matters

    And how geeks can tackle it without breaking out in hives

    http://indigoheron.com
    Experience
    A decade of experience in ecommerce, online branding, marketing & content development –
    including search engine optimization, business blogging & off-domain social media.

    http://indigoheron.com
    Definition of “Marketing”

    Marketing is the activity, set of


    institutions, and processes for creating,
    communicating, delivering, and
    exchanging offerings that have value for
    customers, clients, partners, and society
    at large.
    -- American Marketing Association

    http://indigoheron.com
    A Collection of Different Pieces

    http://indigoheron.com
    The Marketing Continuum

    Graphic by David Armano

    http://indigoheron.com
    Know Your Customer

    http://indigoheron.com
    The Message

    http://indigoheron.com
    Online Marketing Ecosystem

    Paid
    Search

    Organic
    Social
    Search
    Online
    Marketing

    Affiliat
    Email
    e

    http://indigoheron.com
    Website Job Description

    http://indigoheron.com
    Style AND Substance

    http://indigoheron.com
    Building a Site
    1999 2009

    http://indigoheron.com
    What about SEO?
    ●
    Search Engine Optimization
    ●
    Don't Drink the Kool-Aid!
    ●
    Paid vs. Organic Search
    ➔
    Organic search lasts longer than Paid
    search.
    ➔
    The more educated your audience, the
    less likely they are to click on
    advertisements.
    ➔
    Organic clicks converted at an average of
    4.2% v. 3.6% for paid.*
    ➔
    Less than one-fourth of b2b buyers to
    look to paid listings in their first try at *Study by Marketing Sherpa
    accessing information.*

    http://indigoheron.com
    Writing Your Site Copy
    ●
    Prioritize your key messages, and make sure the most important
    information is at the top.
    ●
    Test your homepage layout and visibility to ensure that it works,
    even on small screens and multiple browsers.
    ●
    Keep sentences short (12 words or less).
    ●
    Keep paragraphs short (6 lines or less).
    ●
    Use bullet points.
    ●
    Make the first and last sentence of each paragraph the most
    important.
    ●
    Use normal language and not marketing hype or industry jargon.
    ●
    Provide a call to action to direct visitors to important parts of your
    site.
    ●
    Include your most important & well-researched keyword phrases.

    http://indigoheron.com
    Common & Avoidable Mistakes

    ●
    Inconsistent or
    Confusing
    Navigation
    ●
    Too many choices
    ●
    Typos and poor
    grammar
    ●
    Unreadable URLs
    ●
    Auto-starting video
    http://indigoheron.com
    When it Works

    “Keyword based advertising [including SEO] only


    works when people know they have a problem and
    can describe it to themselves and believe that
    somebody on the Internet has a solution.”

    – Perry Marshall

    Use the language your customers would use to


    describe your product, not the language you use.

    http://indigoheron.com
    Where are your Customers?

    http://indigoheron.com
    From thefuturebuzz.com
    http://indigoheron.com
    http://indigoheron.com
    http://indigoheron.com
    http://indigoheron.com
    http://indigoheron.com
    DIY SEO Resources

    http://indigoheron.com
    Step-by-step

    Flying
    Running Scaling,
    systemizing and
    Engaging,
    integrating into
    Walking responding,
    all business
    leveraging
    Leveraging platforms, employees. functions.
    producing content,
    participating.
    Crawlin
    g
    Monitoring,
    Monitoring, Listening.
    Listening.
    Establishing
    Establishing infrastructure.
    infrastructure.

    http://indigoheron.com Graphic by David Armano


    Alora C. Chistiakoff
    Web Strategist
    512-850-6528
    alora@indigoheron.com
    IndigoHeron.com
    @alora

    http://indigoheron.com

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