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Centennial Barn Advanced Techniques - Week 4
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Centennial Barn Advanced Techniques - Week 4


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  • 1. Digital Marketing Lunch and LearnAdvanced Digital StrategiesMetrics Analysis
    Class 4
  • 2. Creates awareness of brand/products/services
    Drives quality traffic
    Builds links
    Helps search rankings
    Cyclical process
    Increases ROI
    Enhance Your Digital Strategy
  • 3. Email Marketing
    Press Releases
    Coupons and Deals
    Local Search
    Social Media
    Affiliate Marketing
    Contests and Sweepstakes
    PPC (AdWords, Facebook Ads)
    Mobile Marketing
    Beyond SEO: Additional Digital Strategies
  • 4. Email Marketing
    Share Coupons
    Grow Social Network
    News and Events
    Collect Addresses
    Form on site
    Email sign up at event
    Submit email to enter a contest
    Be transparent and offer Opt-Out
    Segment lists
    Generate targeted campaigns
  • 5. Reach out to popular bloggers in your niche
    Form a relationship
    Ask for a review/article
    User generated content
    Ask community for advice
    Add valuable comments and links on other blogs
    Only comment with valuable content
  • 6. Use keywords in headline, summary, body, text links
    Use long tail keywords in summary, body
    Go beyond the copy: Include video, images
    Enable social sharing
    Include call to action
    Include trackable links
    Reach out to relevant press contacts
    Make sure PR links back to your site
    $200 PR Web
    Press Releases
  • 7. Track it
    Think beyond the first coupon
    Offer customer loyalty program
    Encourage repeat business
    Generates awareness for new location/new business
    Generates awareness for new product launch
    Watch analytics for traffic spike
    Coupons and Deals
  • 8. Review Strategy Tips
    Create page on site, link the page to review sites, include instructions, send people to that site
    Ask for reviews in social sites
    Ask for reviews in person
    Ask for reviews in a note on monthly bill
    “Thank you” for good reviews
    Find out which sites your competitors are getting reviewed on
    Get reviews on multiple sites
    Respond to ALL bad reviews – improves reputation. Take the high road. Fix it. Learn from it.
    Use reviews to become better at what you do.
    Local Search
  • 9. Can I make a cut of products/services I refer people to?
    A good way to monetize ideas
    Promote what you already love
    Use trusted and well recognized networks:
    Commission Junction
    Google Affiliate Network
    Affiliate Marketing
  • 10. Attracts fans to social networks
    Helps build qualified email list
    Helps build brand recognition
    Encourages social sharing
    Know the rules of promotions within social networks
    Builds user generated content
    Get sponsors to donate prizes
    Release content during heavy promotion
    Notify community of the winner
    Contests and Sweepstakes
  • 11. Which Promotion is Right For You?
    Reach Your Entire Audience
    Spectators – Increased brand awareness
    Joiners – Comment, vote, & share
    Creators – User generated content
  • 12. Google AdWords
    Facebook Ads
    Only 50% see AdWords ads
    Only 20% click them
    Saturate the search results page
    Learn what keywords convert best
    Instant vs. gradual with organic
    Pay Per Click
  • 13. Know difference between app and site
    Mobile marketing campaigns
    Opt In text messaging
    Holiday text message offers
    Alerts, updates and reminders
    QR Codes
    Place on business card
    Link to a phone number
    Reward for joining Facebook page
    Join email list
    Find mobile usage and most popular networks
    Mobile Marketing
  • 14. Mobile Marketing: Know Your Audience
  • 15. Identify Key Performance Indicators
    Network Size / Subscribers
    Active vs. Total Members
    New vs. Repeat Blog Commentators
    Quantity / Quality of Comments
    Coupon redemption
    Leads / Sales
    Brand Mentions
    Long Tail Keywords
    Search Engine Traffic
    Referrer Traffic
  • 16. Analytics
  • 17. Site usage metrics. What do they mean?
    Visits – The number of visits received by your site.
    Pageviews – Total number of pages viewed on your site -general indicator of how much your site is used.
    Pages/Visit – Average visit in terms of pageview. The higher the number means your visitor interacts heavily with your site.
    Bounce Rate – Percentage of single-page visits - visitor leaves from the entrance page
    Avg. Time on site – Average amount of time your visitors spend on your site.
    New Visits – The percentage of new visitors your site attracts.
  • 18. Analytics: Traffic Sources Overview
  • 19. Direct Traffic – Types in your domain name or visits by a bookmark.
    Referring Sites – Traffic from other sites (links).
    Search Engines – Traffic from search engines.
    Analytics: Traffic Sources Overview
  • 20. Customize dashboard
    Create custom reports
    Export reports
    Get monthly emails
  • 21. Filter Keywords
    Non-paid | total | paid
    Excluding brand name – identify theme based traffic
    Containing brand name – identify brand recognition
    Containing root term
  • 22. Analytics: Filter Keywords
  • 23. Compare Dates
    Month to month
    Time of year, to determine seasonality
  • 24. Exclude internal traffic from your reports
  • 25. PPC gets you ranked higher in organic
    Keywords in meta keywords tag gets you ranked higher
    Keywords in the domain gets you ranked higher
    Multiple domains helps you rank better
    Paid links help you rank better
    All paid links are bad
    SEO is a one time fix
    “My market isn’t using social media”
    SEO is a function of IT
    Common SEO Myths
  • 26. Allison Kulage
    (513) 402-2735 Twitter @BareKnuckleMktg
    Thank you!