Introduction to Digital Marketing
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This document provides an introduction to digital marketing. It discusses how the modern marketplace has changed such that customers now research online before buying. It emphasizes that a website's primary jobs are to connect with customers, convince them of a product's value, and convert visitors into leads. It outlines strategies for search engine optimization, social media marketing, on-page keyword placement, and using calls to action and offers to nurture leads over time through content and automation. Measurement of website traffic and performance is also highlighted as important for optimizing the digital marketing process.
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Introduction to Digital Marketing
- 1. Introduction to Digital Marketing
- 3. Agenda • Current State of Marketplace • Your Website’s Job • Traffic Generation • Optimizing Your Internet Properties • Converting Visitors into Leads • Lead Nurturing
- 4. Current State of Marketplace Something has changed in the marketplace that has changed how people buy. . .
- 6. There are now 1,000,000,000+ (that’s over ONE BILLION) Web Sites. Hey! I’m over here!
- 7. There are more than 6,000,000,000 (that’s SIX BILLION) Searches on the Internet Every Day
- 8. 80% of Internet Users research on-line before they buy
- 9. How selling used to work You demo You qualify You cold call They buy
- 10. They buy They CHOOSE the best option They SEARCH for a solution They IDENTIFY a problem How it works today:
- 11. THEIR BUYING PROCESS has replaced YOUR SELLING PROCESS
- 13. They buy They CHOOSE the best option They SEARCH for a solution They IDENTIFY a problem Connect Convince Convert Contribute to Sales Engage in your customer’s buying process with these three steps:
- 14. ConvertConvinceConnect Step 1 Help potential customers connect with you
- 16. Organic Search LINKS Web sites Blogs Directories ConvertConvinceConnect Organic Search SEARCH Web Site
- 17. Organic Search LINKS Web sites Blogs Directories Organic Search SOCIAL MEDIA ConvertConvinceConnect Organic Search SEARCH Web Site
- 18. Web Site Organic Search LINKS Web sites Blogs Organic Search Directories SOCIAL MEDIA Organic Search SEARCH This is a lot of work!This is a lot of work! However… There is one common element across all these properties that YOU control… ConvertConvinceConnect
- 20. Keywords create the CONNECTION Customer Search Terms Your Value Proposition words common to both to start the CONVERSATION
- 21. Organic Search LINKS Web sites Blogs Directories Organic Search SOCIAL MEDIA Organic Search SEARCH Web Site Keywords are used in TWO WAYS OFF-PAGE ON-PAGE
- 22. KEYWORD RESEARCH 1. Generate 10 words/phrases 2. Use Google Keyword Planner to • Expand the list to include similar phrases • Know popularity /daily searches 3. Look at top 10 Sites who rank organically on Page 1 4. Look at the factors that got them there Look for those words & phrases that have traffic on which we can compete
- 23. SEO Research End Result: 1. Most profitable words and phrases that link your products and services to what people are searching for. 2. An extended vocabulary of related words that allow you to: • Be Search Engine friendly (Semantic Markup) • Write human-friendly readable content • Link all of your Internet Properties with a consistent language
- 25. ON- PAGE KEYWORD PLACEMENT: H1 TAG IMAGES Image Name: TeamTraining.jpg Alt Tag: Instructor in Classroom CONTENT H2 – H3 – Keywords - Synonyms – Context - Related words
- 27. WEB SITE SUCCESS FACTORS LEADS Blog Home Page Landing Pages Web Pages Calls to Action WEB SITE ENTRY POINTS CONTENT OFFERS SEO & SEMANTIC MARKUP PAGE LOAD TIMES RESPONSIVE DESIGN 3 MOUSE CLICKS
- 28. Blog Traffic Flow Objective Coordinate Social Media (SM) Activity with Blog acting as: • Gateway into Website • Traffic Cop directing visitors deeper into Site • Generator of fresh new current content BLOG Web Pages LEADS Calls to Action
- 29. BLOG Web Site Pages Example: Your Social Media Accounts Your Web Site
- 30. BLOG Web Site Pages Your business offers sales management services to SMEs Keyword research shows that “best sales practices” is a popular search term.
- 31. BLOG Web Site Pages You go to your social media properties and post up with an attention-getting phrase that contains: • The hashtag #bestsalespractices • The link to blog post
- 32. BLOG Web Site Pages You have now created a pathway that • Connects searchers on social media to your web site, and • Leads to the second step of your web site’s job:
- 34. Visuals – Content - Navigation To guide the visitor to what they want Use Key Site Design Elements Keep things SIMPLE and CLEAR ConvertConvinceConnect
- 36. Hero Shot with confirming text Features/Benefits An Offer Testimonials Client Roster Another Offer Footer Navigation Bar
- 37. Content confirms to them that they have come to the right place. Give them a Call to Action ConvertConvinceConnect
- 38. A Call to Action Tell them what to do next
- 39. II want to buy now I want to research 2 Types of Website Visitors
- 40. II want to buy now Use Calls to Action to: • Guide people to information • Motivate them to take an action 2 Types of Website Visitors I want to research
- 41. Call to Action Examples Ready to Buy Wants Information
- 42. Call to Action Examples Ready to Buy Wants Information A Call to Action guides your visitor to the ALL IMPORTANT 3rd STEP:
- 44. Make An Offer
- 45. Newsletter Whitepaper eBook Podcast Webinar Demo Trade Show Infographic Special Offer If Ready to Buy – Great! If not…. Make an Offer Offer value in return for contact info
- 46. AT A MINIMUM Obtain an Email Address
- 48. ConvertConvinceConnect Your Website’ Job Engage in the Customer’s Buying Process Starting as a Lead Generator with this 3 STEP process:
- 49. Calls to Action Keywords ConvertConvinceConnect These 3 STEPS are optimized with
- 50. Website Performance Measurement Using Google Analytics to: • Measure • Adjust • Improve
- 51. • Session - Visits • Users • How they found you • Page Views • Pages Per Session • Average Session Duration • Bounce Rate • Time on site • Pages Visited • Entry Page • Conversion Rate • Returning Visitors • Language • Country • City • Operating System • Device • Screen Resolution • Pages Visited • Entry Page • Social Shares Performance Analytics
- 52. Basic Google Analytics Questions • How many people visit my website? • Where do my visitors live? • Do I need a mobile-friendly website? • What websites send traffic to my website? • What marketing tactics drive the most traffic to my website? • Which pages on my website are the most popular? • How many visitors have I converted into leads or customers? • Where did my converting visitors come from and go on my website? • What blog content do my visitors like the most?
- 53. Dashboard
- 54. Visitor Flow
- 55. AB Testing
- 56. Other Uses Goal Setting Conversion Measurement Cost of Acquisition Adwords Integration ReMarketing
- 57. Other Tools Statistical Tracking • Keyword Ranking – Positionly, Moz.com, gShift • User Interaction/Heat Maps – Crazy Egg • Landing Pages/AB Testing – Unbounce, Optimizely Behaviour Tracking • Email Marketing • MailChimp • Constant Contact • Marketing Automation • Marketo • Hubspot • Act-On
- 58. And now your website • Is ready to be a lead generator • Is ready to feed prospects into a Which means you are ready for Marketing Automation Lead Nurturing Program
- 59. What is Marketing Automation The use of software technologies to automate and customize on-line interaction with prospects who “self-qualify” through their interaction with your content. MARKETING AUTOMATION DELIVERS “MARKETING QUALIFIED LEADS” TO YOUR SALES TEAM
- 60. Whitepaper Landing Page Video Landing Page Testimonial Landing Page Website 4 Blog Posts Whitepaper NOW PDF Demo Signup Newsletter Email to Demo Video Email to Testimonial Newsletter Webinar Invitation Day 1 Day 3 Day 7 Day 10 Day 13 Name Email Company Tel# Newsletter Signup Industry Report Whitepaper Download Webinar Signup Demo Signup 30-Day Trial Request Engagement Points Increasing Levels of Lead Commitment SALES ENGAGEMENT Email Website Content Workflow
- 61. Marketing AutomationEmail Marketing Freemium • Form captures • List building • Broadcast Emails • Email List limit • User activity on Email Paid • Autoresponders • Workflows • Triggers All of Email Marketing plus: • Page Visits • Social Media Interaction • Webinar/Demo tracking • Behaviour Scoring • Custom Workflows • Campaign Analytics • Integration with CRMs
- 62. Takeaways • Current State of Marketplace: Buyer in control of transaction process • Your Website’s Job: leverage buyer’s digital behaviour to engage in their search/evaluation and decision process • Traffic Generation & Optimize Your Internet Properties: know your customer’s language and hangouts (SEO & social media) • Converting Visitors into Leads: Call to Actions with Offers • Lead Nurturing: Guide & Measure Behaviour
- 63. Thank you!
Editor's Notes
- Welcome and thank you for coming out –before I jump into what is one of the fastest moving functional areas in a business, I thought it would be useful to share with you a bit of my background -
- I’m a mechanical engineer by education and started my career in Project Management and built oil refineries, then did one of several career changes and moved into IT and have worked the whole food chain – manufacturer, wholesaler, reseller & retailer, and buyer, sales, marketing, product management, executive management, And then I walked away from corporate life because I had an itch I had to scratch – songwriting in Nashville. I gave myself 5 years. Part of the experience outside of writing and performing and recording was building my brand At the time when I typed “bernie schmidt” into search engines, the top ranked bernie schmidt was the bernie schmidt singers, a church choir of widows in Rochester NY who sang at hospitals and retirement homes, and that was not me. So that’s where I started in understanding and applying Search Engine Optimization – SEO – and at one point I had all of Google page one and most of page 2. Some of my friends who were small business owners asked, if I could do that for myself, could I help them with their companies. And so I started with hair stylists, chiropractors, physiotherapy clinics, basically all B2C and over time my consulting practice to where now the majority of my clients are B2B in IT – mostly SaaS , banking software, condominium management, predictive analytics for sales, professional services, which brings me to this opportunity to present to you. The picture of me cycling – one of the things I’ve done was create a plan to do a solo ride across the United States that I did in 5 pieces that got me from San Diego california along the Mexican border, along the Gulf coast and finally to Jacksonville Florida. I share that little story because it ties into one of my personal & professional mantras, which is Plan the Work, and Work the Plan.
- Each one of these topics could be a course onto itself, or maybe each topic reduced to an 1-1/2 hr seminar like this one, and here I am looking to talk about each of these at about 10 minutes a piece. So here’s my approach and my analogy – most all of us have accountants, right? Why? Because we’re not accountants – we are software developers, sales people, business builders, skilled in other areas but, but – we know enough about accounting, without doing the work, to be able to have an intelligent conversation with our accountants, and that is my goal today. Each of these areas has specialists, and in some areas you might take on the work yourself, and in other areas the learning curve is such that you may decide that you will hire someone to do the work. But regardless of your approach, what it’s important is that you have an understanding of how all these moving parts work together, so that, as a leader in your company, you can have an integrated view and have the ability to ask questions and understand when things are going well or not and delivering results. And if you can walk away from today with learning or confirming one significant thing about each of these areas and how they all work together, then I’m hoping that today will have been a useful investment of your time. And rather than leave questions to the end, I’ll pause after each section to take questions so we can have some interaction. OK, so let’s start with the current state of the Internet Universe -
- If you look at way business is conducted today vs even 5 years ago – people have changed they way they buy things.
- And not only do we have access to information on almost every topic imaginable – most of this information is FREE.
- This information resides on over a billion websites – And thankfully, for all of us , most of them are not optimized to be found, and will never be found And/or they’re not relevant to what our target customer is searching for.
- 6 Billion searches and growing everyday -and while that’s impressive, we are only interested in those people who are searching for an answer to the problem only we can solve. Here is the most important statistic:
- It doesn’t matter whether your target is a consumer searching for a movie or a widget ie B2C Or your ideal client is a department inside a business in a specific industry and you are B2B The majority of people with decision-making power on the Internet – whether on desktop, tablet or phone – are on-line educating themselves and they are are doing this without having to talk to anybody. I do it, whether it’s buying a barbeque, renting a car in Europe, choosing a restaurant, website analysis software so I can make better recommendations to my clients, or prospecting for B2B SaaS companies that might hire me. My mom in her 80s goes to her doctor with her iPad armed with all the details around her medications and their side effects. Any purchase of significance, or any problem you may have to solve, the majority of us will turn to the Internet for answers.
- There was a time when the role of a salesperson included being a conversation initiator, an information authority (maybe with the help of a technical person), a deal qualifier and a deal closer. And I’ve been in that place earlier on where I was dialing for dollars – but my experience right now is more often than not, even when I call my favorite people both business and personal – I get voicemail.
- So Your prospects are out there, researching products and services without the help of a sales rep
- This is the major take-away from the first part - Yes, we can still be an authority on a topic, we have to change the way we use this authority, because people expect to get this information without having to commit themselves to talking to a human Any questions/comments? So this brings us to part two
- What is your website’s job – what is it’s job description and like any job, How do we measure performance? Lets start with the job description -
- As they search for a solution to their problem, we own the responsibility to give them ways to find us and connect with us When they come down to evaluating alternatives, we own the responsibility to convince them, through education, that we are their best choice and finally – Convert them from a visitor, to a prospect, to a customer, and then a repeat customer. We’ll talk more about website internals and layout considerations in a moment, which is part of the convince process What I’d like to do now is look at the things we have to consider which are outside the website, which traffic generation, our next topic.
- There are three main sources of traffic: There is search – you go to Google or Bing and type in a phrase, and you get presented with a list of relevant websites, and on the search results, the top 3 spots are typically ads (like adwords on Google ) which are basically rented parking spots – you can pay to be at the top of the page and then six websites that, for many reasons, rank organically without paying. We’ll break out each of these in a moment -
- Then there are external links – other websites, blogs, business directories that point to your site
- And then there’s social media – All three – search, links and social – are external to the website but are key to creating pathways - links into the website. And so when I look at this, my first reaction is, to build all of this stuff out, is:
- And the magic word is:
- What do we mean by search engine friendly Search Engines look at key placements to establish a page’s relevancy to a topic If we look at a search result, we can see how Google uses the search term for indexing
- And these rules apply to all pages and blog posts – in a way, all published content is contending to be found in search, so you might as well take advantage of every piece of leverage available.
- Here’s another example of why optimizing your web pages is important –
- There are a number of things you can do on social media You can curate content – use your keywords research to find those people on Twitter and use a product like HootSuite to generate streams – great way to find things to share with followers without having to crank out blog posts. However at some point you need to contribute fresh content and you do this through your blog, then update your feeds on social media
- Keyword research shows that “best sales practices” is a popular search term You write a blog post around “best sales practices” You include a link within the blog post to one of your relevant web pages that talks to one of your company’s sales management consulting services
- This brings us to the end of traffic generation, and the big take-away is: Spend some time on keywords and related terms – it helps you find the conversations on-line that relate to your business and create pathways to your web site It helps search engines index you properly and It confirms to people who were searching for a keyword and see it on your web page, that they have come to the right place.
- This brings us to the end of traffic generation, and the big take-away is: Spend some time on keywords and related terms – it helps you find the conversations on-line that relate to your business and create pathways to your web site It helps search engines index you properly and It confirms to people who were searching for a keyword and see it on your web page, that they have come to the right place.
- Convince Me How do you hold my attention? Am I in the right place? Do you have what I’m looking for? Might this solve my problem? Are you qualified? Do you have proof?
- There’s been a rapid evolution to telling your introductory story as simply as possible that allows a visitor to scan and scroll through essentially a short powerpoint deck And once you’ve been able to convince them to hang around the web page, they now want to be told what to do.
- Make simpler
- Conversion Sign up for newsletter Pick up the phone Send email Register for a seminar Fill out a form Intro to CRO
- As they leave, use a pop-up if they haven’t signed for anything