Digital Marketing Strategy Workshop - Week 1


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  • Brief intro about me. 12 yrs experience. Training. BGV.I hope to provide information for all levels of experience.Some businesses need to work really hard to stand out, and some just need to stand up to be noticed.The next 4 workshops will help you whether you need the basics to make your phone ring, or you are in a competitive space or you want to be the best of the best.
  • A successful marketing plan starts with your USPYou probably know this by now.Ask these questions? Am I solving a problem, offering something new, offer the best price, do I know something that no one else knows?
  • No cookie cutter approach. The best marketing plan is a holistic approach that combines a variety of the best strategies for that particular program. You must first understand the options available, and then determine what will work best for your site. You may not need to use all of these, but here are some basic elements of a marketing plan.Even strategies that every company needs should be customized.Do your market research to determine who your market is, where they are, what they are searching for, etc. And that will lead you into the online marketing cycle…
  • Your marketing plan is an ongoing cycle, not just a one time fix. You’ll start with the research that we just talked about. This helps define keywords, competition, and market.Then, you’ll optimize your site as well as social accounts and other places of online presence. (keyword placement, technical)You’ll build links and popularity by getting noticed and through social networking.You’ll add supporting media to your strategy using videos, social media sites, and creating general external buzz.You’ll track everything and review your metrics. Analyze and adjust your strategy
  • 1st step: what are you about: KEYWORDSIt's common for a business to think their keywords are something completely different than what their market is searching for. Google Tool – link is in workbook. Be sure to choose Keyword Tool in left nav.Market Samurai: find the sweet spot –not too competitive but enough traffic to be worth the effort. Compare overall number of monthly searches to the number of sites that are using that keyword in the title tag. an allintitle: search gives us a hint of some level of SEO and competition.Important note: numbers are not exact, best option, relative.Social Media - use social media to listen to your market for commonly used phrases. Use : common, new or related topics. Don’t just look up keywords that describe your product/service. Go back to your USP. What if there’s a common problem that your product solves? You could build content around keywords related to that, and gain traffic for people who didn’t know your product exists! Google hints “something different” and “related to” your search phrase. This type of research helps you organize your content into themes.
  • competition is who is ranking for the phrases you want to rank for. Not always who you think it is.Use Social Media to get insight into what competition is doing. Check out their sites, take notes, what is working and not working. Learn from their mistakes, do their successes even better.Evaluate competitors site content – make a list of strengths/weaknesses, and identify how you can improve and do it better.Use allintitle: search in Google to see how many pages have the phrase in the title tag.Use linkdomain: in Yahoo. Be sure to choose “from all pages” and “to entire site” from drop downs on right. Quality not quantity, but at least get an idea of what you’re up against, and i.d. any link opportunities.
  • Social media sites are one of the best places to listen to the market, what makes them compliment a product or service, what they complain about, and if there are common problems that you can offer a solution for.Rebecca will explain librarian is a great site to search for key phrases, problems, etc. and find out what the market is saying on a variety of social sites.Setup a survey on your site or your FB page and poll your existing network.
  • When you have some research data, you can begin to dive into SEO. Here are some terms that you’ll need to be familiar with.SEO – process of improving organic visibility of a site in the search enginesSEM – process of marketing a website via search engines, organic, paid, both, and other search engine related activities
  • Technical: this refers to how your site is configured on the server. More in week 2Content: in a nutshell, if you want to rank for something you need to talk about it on your site. Links: this refers to inbound, outbound and internal links.If one of these three things is not given proper attention, you’ll work 10 times as hard on something else to try and achieve the same results.
  • And when you’re building your site, make sure your developer or designer knows at least enough to help, or allow you to bring in help. CMS Guidelines are also in workbook – warn against non friendly CMS’s.
  • To understand SEO, we must first understand the search engines. They are basically deaf, dumb, and blind. (show code) this is what the search engines "see" when they crawl your site. So your site needs to be designed so they can easily determine what you're about.
  • Universal (blended results) and Personalized search have really changed the way rankings are displayed. More and more, rankings are subjective to different factors, and ranking reports are less meaningful because the results are not the same for everyone.When ranking report software checks rankings, they don’t include the universal results, so if you’re ranking at the top in a local result, or a shopping result for example, that’s a great ranking, but your report might not show you ranking at all.Personalized search has also caused rankings to change, and you don’t even have to be signed in to your Google account to affect that.How does this affect you? Create and optimize content in every format that makes sense: video, images, blogs, etc.
  • Build your content around the phrases that people are using. No matter where the search spider enters your site, the silo structure ensures that it follows the route you want it to so your content is crawled and indexed in the most efficient way.Organize your site content by theme. Hints from Google comes in useful.Use those phrases throughout social sites and postings.Two Benefits:Better rankingsRankings for related terms
  • Link building is a form of marketing by earning links from other web sites. It’s pretty much a popularity contest. If the popular kids are saying good stuff about you, then you become more popular. Link Marketing is an ongoing, never ending, time consuming, sometimes expensive, and very important step. It builds authority for your site so you rank better, it brings quality traffic from other related sites, and if you're not doing it, Google won't like you. Most effective link building is done by forming trusted relationships with people, which is the very function of social media. Social networking = natural way to gain links.Link Marketing is Social Networking Quality not Quantity Link out to other authority sitesLink to related sites Become influential and active in your social networks. People will naturally link to you. Social media links DO send signals to engines that your content (link) is popular.Get Noticed Be creative! Inform, entertain, educate, spark controversy. This invites links. Don’t forget the “easy” links – BBB, Chamber of Commerce, Local directories, niche directories, your vendors, your affiliates.More in week 2.
  • Your visibility can be improved by the addition, optimization, and proper use of supporting media. Here are some examples and tips.
  • Without metrics analysis, we don't know what marketing strategies are working and where to spend our time and energy and most important - our moneyCheck out Google Analytics training for more tips – link in workbook
  • And now you’re at the top of your cycle again. Adjust your strategy based on what worked and what didn’t, and then you start the cycle again with your research, which is driven by what your analytics tells you.Now you should be armed with enough so you can start working on your online marketing strategy with confidence!
  • Beware of blogs and forums – don’t believe everything you read. Test it yourself.Real SEO that works is hard – no easy turn key or cookie cutter approaches. It’s hard work that pays off… just like everything else in real life.
  • Create a Google/Gmail account, if you don’t already have one. Google offers a lot of free applications that can be a great help throughout your marketing planning.
  • Create a Google/Gmail account, if you don’t already have one. Google offers a lot of free applications that can be a great help throughout your marketing planning. I’ll show you how some of these apps can come in handy.
  • Digital Marketing Strategy Workshop - Week 1

    1. 1. Digital Marketing Lunch and LearnOnline Marketing Strategy & Setting Yourself Up for Success<br />Class 1<br />
    2. 2. Internet, Email, and Wireless<br />Evolved Marketing<br />80% of traffic is from search engines<br />Google has about 65.5% market share<br />Moving target<br />Good content attracts visitors and links<br />WhatisDigital Marketing?<br />
    3. 3. IdentifyYourUSP<br /> Why do you deserve to rank?<br /> What makes you better than the competition?<br /> What makes you different / unique?<br /> What is your specialized knowledge?<br />Identify your USP and talk about it everywhere<br />
    4. 4. Elementsofa Successful Plan<br />A Successful Marketing Plan is a Customized Mix of:<br /> Keyword Supporting Content<br />Quality Inbound Links<br /> Search Friendly Website<br /> Pay Per Click (Google AdWords)<br /> Local Search Marketing<br /> Social Networking<br /> Email Marketing<br /> ROI Analysis<br />
    5. 5. Online Marketing Cycle<br />Research <br />keywords<br />competition<br />market<br />Optimization<br />on-site<br />social accounts<br />Link Marketing <br />get noticed<br />social networking<br />Supporting Media <br />video on YouTube<br />social media sites<br />create external buzz<br />Analysis <br />review metrics<br />adjust strategy based on what’s working<br />
    6. 6. Research: Keywords<br />Google Keyword Tool<br />Market Samurai<br /> traffic vs. competitiveness<br /> allintitle: keyword<br /> Social Media<br /><br /> listen to market speak<br />“Hints” from Google<br />
    7. 7. Research: Competition<br />Competition = Top Ranking Sites<br />Competitor’s Social Media Sites<br /> Evaluate Competitor’s Content<br /> Google - allintitle:<br /> Yahoo! - linkdomain: <br />
    8. 8. Research: Market<br /> Social Media<br />compliments<br /> complaints<br /> common problems<br /> Befriend a Librarian<br /><br /> Survey your market<br />
    9. 9. <ul><li>SEO (search engine optimization)
    10. 10. SEM (search engine marketing)
    11. 11. FTP(file transfer protocol)
    12. 12. HTML (hyper text markup language)
    13. 13. CSS (cascading style sheets)
    14. 14. CMS (content management system)
    15. 15. Organic Search
    16. 16. PPC (pay per click)
    17. 17. Spider (a.k.a. robots, crawlers, bots)
    18. 18. URL (uniform resource locator)
    19. 19. Domain Name</li></ul>Optimization: Terminology<br />
    20. 20. Optimization: The SEO Balance<br /><ul><li>Technical
    21. 21. Content
    22. 22. Links</li></li></ul><li>Optimization: Technical<br />Ask your developer / designer:<br /> Can I edit titles & meta tags?<br /> Custom 404?<br /> How do you handle redirects?<br /> Sitemap creation? .xml .html<br /> Is there a robots.txt file? <br /> How do I edit the site?<br /> Can my SEO person make changes?<br />
    23. 23. Search Engines are deaf, dumb, & blind<br />Understanding How the Engines Work<br />
    24. 24. Universal & Personalized Search<br />Images<br />Videos<br />News<br />Shopping<br />Books<br />Places<br />Blogs<br />Realtime<br />Discussions<br />Recipes<br />Patents<br />
    25. 25. Optimization: Content<br />Build Site Around Themes<br />
    26. 26. Optimization: Link Marketing<br />Link Marketing is Social Networking<br />Quality not Quantity<br />Link TO other authority sites<br />Link TO related sites<br />Become influential and active in your social networks<br />Social media links DO help<br />Get Noticed <br />Be creative!<br />Don’t forget the “easy” links<br />
    27. 27. Supporting Media<br />Examples of supporting media<br />Video i.e. YouTube<br />Social media <br />Local search engines<br />Google Shopping<br />Images<br />Mobile <br />
    28. 28. Analysis<br />Google Analytics<br />Identify Key Performance Indicators<br />Know how to find them<br />Search traffic<br />Referrer traffic<br />Conversions<br />Keywords<br />Visitor map<br />Identify Potential Problems<br />Abandoned shopping cart<br />Page errors<br />Errors with forms<br />
    29. 29. Online Marketing Cycle<br />Research <br />keywords<br />competition<br />market<br />Optimization<br />on-site<br />social accounts<br />Link Marketing <br />get noticed<br />social networking<br />Supporting Media <br />video on YouTube<br />social media sites<br />create external buzz<br />Analysis <br />review metrics<br />adjust strategy based on what’s working<br />
    30. 30. Blogs and Forums = huge concentration of misinformation<br />Unbalanced focus on rankings over metrics<br />Unbalanced focus on technical, content, or links<br />Lack of transparency<br />Guaranteed Rankings<br />You don’t show up locally in a different market<br />Tips:<br />Do a Google search on how to find a SEO<br />Understand the 80/20 distribution of organic/PPC volume<br />How to spot a snake oil salesman!<br />
    31. 31. Homework - Week 1<br />Get A Google Account<br /> Google Webmaster Tools<br /> Google Places<br /> Google Analytics<br /> Google AdWords<br /> Google Shopping<br /> Other Google Apps Calendar, Gmail, Docs, Alerts, Reader, Voice<br />
    32. 32. See You Next Week!<br />Class 2: Search Engine Optimization, Content,<br />and Building your Online Marketing Strategy<br /><br />