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Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
Digital Marketing: The Essential Toolkit
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Digital Marketing: The Essential Toolkit

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The essential toolkit for digital marketers including website best practices, seo tips, social media strategy, and a host of cheap effective tools you can start using right away.

The essential toolkit for digital marketers including website best practices, seo tips, social media strategy, and a host of cheap effective tools you can start using right away.

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  • 1. Digital Marketing Using the web and online tools to access new markets. www.sasktrade.sk.ca www.harleyrivet.com
  • 2. Presenters <ul><li>Harley Rivet </li></ul><ul><li>Harley Rivet Consulting </li></ul><ul><li>www.harleyrivet.com </li></ul><ul><li>[email_address] </li></ul><ul><li>Dan Maynard </li></ul><ul><li>Sask Trade & Export Partnership </li></ul><ul><li>www.sasktrade.sk.ca </li></ul><ul><li>[email_address] </li></ul>
  • 3. Agenda <ul><li>Principles of Digital Marketing </li></ul><ul><li>Website Strategy Best Practices </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Inbound Marketing </li></ul><ul><li>– Social Media Best Practices </li></ul><ul><li>– Traffic Building Tools & Tips </li></ul><ul><li>Measuring Performance </li></ul>
  • 4. Principles of Digital Marketing
  • 5. <ul><li>Not exactly…need to promote to get visitors. </li></ul><ul><li>Right e-business model+right targeted traffic+right channel = success online. </li></ul><ul><li>Knowing your customer will help to define how to reach them with the right message and the right communication channel. </li></ul>Build it and they will come?
  • 6. <ul><li>Mainstream web business models: </li></ul><ul><ul><li>- Lead generation </li></ul></ul><ul><ul><li>- Product information and sales team support </li></ul></ul><ul><ul><li>- Fulfillment (e-commerce/shopping cart) </li></ul></ul><ul><ul><li>- After care service – customer service </li></ul></ul><ul><ul><li>- Branding </li></ul></ul><ul><ul><li>- Affiliate marketing </li></ul></ul>Choose an E-Business Model
  • 7. Targeting Traffic Where is your audience & how to reach them? - Keywords are critical for direction - Search engines are a primary vehicle - Customer insights will guide keyword research - Pick the right channels and promotional mix
  • 8. Website Strategy Best Practices
  • 9. Rules of Digital Marketing Attract Visitors Convert Visitors to Leads Analyze and Measure ROI Modify Accordingly
  • 10. Tips for a rock solid website 1. Clear objectives with a call-to-action. 2. It's about the visitor not you or your boss. 3. Focus on good content. Use multimedia. 4. Prioritized navigation & consistent design. 5. Compliant with web standards.
  • 11. 1. 2. 3.
  • 12. Search Engine Optimization <ul><li>Organic Search Results: </li></ul><ul><li>Listings on search results because of their relevance to the search terms and popularity of links to the site. </li></ul><ul><li>Google Page Rank: </li></ul><ul><li>Link Popularity: Number of sites linking to you. </li></ul><ul><li>Link Reputation: Quality of the sites linking to you based on topic relevancy between the site where the inbound link resides and your web page topic. </li></ul>
  • 13. Link & Popularity Example
  • 14. SEO Objectives <ul><li>Goal is to get to first page of results since most users do not go past first three pages. </li></ul><ul><li>Understand the words and phrases being used to search for your product/service. </li></ul><ul><li>Select keywords/keyword phrases that are in high demand with little competition. </li></ul><ul><li>Use Pay-Per-Click advertising to buy your way to the first page, but don't rely on it. </li></ul>
  • 15. Keyword Choice *Terms with high demand and low competition* “ beef” = 85,000 searches/month Competition = 55.7 million pages! VS “ angus beef” = 1,094 searches/month competition = 1.7 million pages! *Use Google AdWords to research keywords*
  • 16. Longtail Keywords
  • 17. SEO Tips <ul><li>Easy-to-read text and use relevant words </li></ul><ul><li>Descriptive page titles, headings, and url's </li></ul><ul><li>Links, links, links and XML Sitemap </li></ul><ul><li>Keyword rich navigation </li></ul><ul><ul><li>Bad: “Click Here” / Good: “SEO Tips eBook” </li></ul></ul><ul><li>Good content will earn links and visits </li></ul>
  • 18. <ul><ul><ul><ul><li>The Ideal Site, </li></ul></ul></ul></ul><ul><li>Then What? </li></ul>
  • 19. Inbound Marketing Blogs Flikr YouTube FaceBook eMail PPC Links LinkedIn Twitter Website
  • 20. Social Media Environment <ul><li>Money isn't the capital of choice in online communities. It's social capital and how to raise it to build trust. </li></ul>Social is the behavior. Media are the channels. Resist flavor of the month. Have objectives.
  • 21. YOU Online Community Social Networks Email Wiki Reviews Word of Mouth Influencers RSS Website Comments Blogs Ratings Tweets Advocacy Trial Awareness
  • 22. Rent eyeballs (Ads) VS. Build a platform (Oprah)
  • 23. INTERRUPTING PERMISSION
  • 24. TALKING AT ENGAGEMENT & PARTICIPATION
  • 25. OPEN, TRANSPARENT AUTHENTIC CLOSED
  • 26. ADD VALUE
  • 27. Stages of SM Engagement 1. Listening 2. Talking with 3. Energizing (People talking about you) 4. People helping people 5. People helping you
  • 28. Traffic Building Tools
  • 29. The Medium is the Message Research is the primary activity on the web so, marketers must become good publishers. --Every company is now a media company-- Publish – Appear – Connect
  • 30. Publish <ul><li>Blogs / Vlogs / Podcasts </li></ul><ul><li>WordPress, eLance, YouTube, iTunes </li></ul><ul><li>Webinars </li></ul><ul><li>WebEx, GoToWebinar, DimDim </li></ul><ul><li>eNewsletters / eMail Marketing </li></ul><ul><li>MailChimp, AWeber, ConstantContact </li></ul><ul><li>Presentations & Whitepapers </li></ul><ul><li>Scribd, SlideShare, SlideRocket </li></ul>
  • 31. Appear <ul><li>Own your identity across the web </li></ul><ul><li>NameChk & KnowEm </li></ul><ul><li>Pick the best channels and focus efforts </li></ul><ul><li>FlowTown </li></ul><ul><li>Utilize multimedia. Video is SEO gold. </li></ul><ul><li>TubeMogul & HuloMedia </li></ul><ul><li>Use social media as a distribution engine </li></ul>
  • 32. Connect <ul><li>Ensure communication cycle continues </li></ul><ul><li>Commit to consistent and frequent activity </li></ul><ul><li>Call-to-action (follow me, get quote, etc.) </li></ul><ul><li>Provide value to earn action </li></ul><ul><li>Opt-in permission: Keep it simple! </li></ul><ul><li>One click sign-up, two field registration </li></ul>
  • 33. Essential Toolkit <ul><li>Blogging </li></ul><ul><li>Twitter </li></ul><ul><li>Research, contacts, thought leadership, news </li></ul><ul><li>LinkedIn </li></ul><ul><li>Networking, recruitment, awareness, expertise </li></ul><ul><li>YouTube </li></ul><ul><li>How-to, virtual tours, event coverage, demos </li></ul><ul><li>Facebook </li></ul><ul><li>Public “Page”, photos, videos, apps, ads </li></ul>
  • 34. Measuring Performance <ul><li>ROI </li></ul><ul><li>What is your return on ignoring? </li></ul>
  • 35. Analytics & Metrics - Easier to track than other media channels - Connect activity to objectives - Track where users are coming from - Know most popular pages and gain insights - It’s about conversion - Fail fast. Try again. Measure.
  • 36. Monitoring Free Basic Tools Google Analytics / SocialMention / Google Alerts Enterprise Tools webtrends / iTracks / Radian6 / ScoutLabs
  • 37. <ul><li>Know your audience and their behaviors. </li></ul><ul><li>Build a solid hub with keyword rich content that converts visitors to actions. </li></ul><ul><li>Surround hub with activities that integrate with each other and align with objectives. </li></ul><ul><li>Choose the right tools for the job. </li></ul><ul><li>Measure, monitor, maintain and modify. </li></ul>Summary
  • 38. Discussion <ul><li>Harley Rivet </li></ul><ul><li>Harley Rivet Consulting </li></ul><ul><li>www.harleyrivet.com </li></ul><ul><li>[email_address] </li></ul><ul><li>Dan Maynard </li></ul><ul><li>Sask Trade & Export Partnership </li></ul><ul><li>www.sasktrade.sk.ca </li></ul><ul><li>[email_address] </li></ul>

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