Communications Models • Broadcast (eyeballs; passive) vs two way collaborative communication (engagement; active) • Talk to me vs. talk with me • People want collaboration
Communications Models • Writing for SEO - Writing for search engines vs. writing for readers - Latent Semantic Content – Contextual content • IMC (integrated mktg) – Email – Social media – Advertising – Local web listings – Traditional channels
Writing & Keywords • Web page titles and relevant copy (latent semantic content) – You can search for your blog phrase in search engine… • Web writing with keywords – Writing for audience or writing for search engines? – Tone and positiveness • The traditional marketing funnel (value chain) (eyeballs>>awareness>>consideration>>preference>>action>>loyalty>>buyers; from Groundswell) • Clickstream and customer journey • Keyword funnels
Keyword Discovery & Content Strategy • PROBLEMS TO SOLVE: • BENEFITS: – Why should customers visit our site or buy our product? • WHAT IS THE BRAND PERSONALITY WE WANT TO PROJECT? – Tone of copy: • MARKETING/DIGITAL STRATEGY: – Existing: – Proposed: • POSITIONING STATEMENT OR USP:
Customer Targeting and Journey • TARGET AUDIENCE: – CURRENT TARGET CUSTOMER BELIEF – CURRENT TARGET CUSTOMER CLICKING/BUYING BEHAVIOR – DESIRED FUTURE CUSTOMER BELIEF – DESIRED FUTURE CUSTOMER CLICKING/BUYING BEHAVIOR • WHY SHOULD CUSTOMER BEHAVE THIS WAY? • TARGET CUSTOMER INSIGHT: • KEYWORDS: – Previous website & competitor keywords – Client list – Post-analysis recommendations
Additional Tactics Considered for Integration • Advertising: • Website integration: • Offline media: • Additional/ongoing monitoring/tools: • Additional Notes and Objectives: • RATIONALE/REASONS WHY:
Digital Research & Monitoring Plan• Situation - e.g., online brand buzz has increased in recent months• Problem - e.g., brand is unaware of its online reputation• Measurement Objectives - e.g., identify quantity and ratio of existing online "brand fanatics" vs. haters• Measurement Questions - e.g., what tags (such as "love this brand") and channels best fit our problem and objectives?7/12/2011 25
Digital Research & Monitoring Plan• Hypothesis - e.g., the brand has more social media promoters than detractors• Action Standard - e.g., more than 30% brand fans than detractors in Twitter• Measurement Method & Tool - e.g., TweetStats, GoogleAnalytics7/12/2011 26
The Stages of SEO • Strategy & Discovery – Keyword Analysis & discovery – Marketing strategic alignment – SEO plan – Keyword/copywriting plan • Implementation & Programming – Coding keywords & tags – Robot.txt file – Search engine integrations – Analytics integrations & auto-reporting – Geo-local integrations – Google Images, video, etc.
Off-Site Link Building & Brand-Owned • Link Building: – Quality and relevance over quantity – Press release/white paper placement – Social bookmarking (Del.icio.us) – Submission to share sites (e.g., Digg, Technorati) – Search engine local directories/site submissions (e.g., Yahoo! Local, InsiderPages, Yelp, etc.) • Brand-side SEO simplified – Copywriters who know your industry best – Keyword evaluation – Monitoring – Sharing/link building
Inbound & Social Links for SEO • Inbound web links (a.k.a. backlinks and referrals) are vital. Heres why: – They boost search engine rankings (both for the target website and themselves). – They increase paths to the target - more ways and places for visitors to find the site. – They create alternative entry paths for crawlers to specific web pages (even when the target site is not optimized for search engines).
Bringing It All TogetherA Web Marketing Strategic Approach
Web Marketing Starting Points 1). Formulate product/service business ideas and create a keywords list (start broad). 2). Test keywords in SEO and keyword analysis tools for top keywords in demand. 3). Research competitive sites from same tools and search results.
Promotions & Channels 4). Create promotions. 4a.) Buy email list. 4b.) Target and test emails. 4c.) PPC advertising 4d.) Set up social media channels and profiles. 4e.) Find existing communities on your niche. 4f.) Help and answer questions there; your profile pulls viewers to your sites. 4g.) SEO (keyword build) your sites. 4h.) Submit your sites to social search engines & share sites (Digg, Reditt, Del.icio.us). 4i.) Set up web landing pages & drive traffic.
Review of Topics • Why does social media change communications models? • How to approach writing in social media… • Why is it important to identify and align marketing and SEO objectives? • How to form SEO Strategy & Plan • What are the major stages of SEO execution?
SummaryThe lesson of the 21st century is that people wantto be involved and contributing; they want to be“prosumers.” We see it in communications models,product sourcing/R&D, we see it in the success ofthe social media boom.
Digital Marketing IntroJake Aull, ZenFires.com Web Marketing April 2012 email | 404.259.5550 | zenfires.com | @jakeaull