What we learned (or what you missed) at our March 13 meeting.

Online Marketing Lessons

Presenter: Ryan Morgan, ERC, March 13, 2013

Ryan Morgan
Ryan Morgan

Your inbound marketing program should be a mix of:

  1. Content
  2. Social media
  3. SEO (Search Engine Optimization) can be boring because it’s a lot of numbers…

Content is now more important than SEO for Google rankings.

“Content marketing is about creating interesting information
your customers are passionate about…”
~ Joe Pulizzi

Attention span

Three techniques to improve attention span on your site:

1. Progressive Disclosure: Amazon is great at this!

2. Chunking and grouping

3. Stories

Developing a social media strategy

  1. Define your goal: What do you want to accomplish with your website? Sell services, generate leads, branding, inform?
  2. Listen to your audience…what do they want?
    Ask them: what social media are you using? What do you use it for?
  3. Choose your social media channels wisely based on your goals and where your audience is.
  4. Create a content plan. Have one person be in charge of all content; create a content calendar.
  5. Monitor, refine and be patient.

Some helpful tools

“Add This”
Allows you to add social media logos so people can share. (F for Facebook, the Twitter logo, etc.) Please only put this on pages with meaningful content, not your “about” page.

Allows you to manage all social media from one platform

The “Google” of social media; you can search social media sites

Google Analytics
Will help you track traffic coming back to your site.

Remember the importance of social validation

Improve user experience on your site

Playing with the box – is sometimes more fun than the actual product!

“Creating an experience that is just functional
is like a chef creating food that is just edible.”
~ Aaron Walters

Don’t just make a website – make it useful, make it have:



About the presenter

Ryan Morgan oversees the overall online marketing strategy for ERC, a human resources organization in Northeast Ohio. He is experienced in online marketing, graphic design and social media, as well as his extensive experience with web design, email marketing, social media, search engine optimization (SEO), content strategy, usability and user experience. He holds a Bachelor’s degree in Marketing and Studio Art from Baldwin Wallace University. He is a board member for the Cleveland Web Association. Ryan has an Inbound Marketing Certification from HubSpot’s Inbound Marketing University, is a recipient of Graphic Design USA’s InHouse Design Award and is a contributing writer for MarketingProfs.com.

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