Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Laisie Tu, hjc #bridgeconf
E-Mail Marketing Social Lead Gen MediaPay-Per- Digital Organic Click Marketing Content Conversion Marketing Optimization Analytics
Digital Marketing Landscape 5 free tools ◦ How are each of them used? ◦ When do you use them? ◦ How are they connected? Additional tools/resources Q&A
Analytics - Learn how to effectively track marketing efforts by their source Social media - Manage social media and monitor brand Ad/Campaign planning - Gather free consumer insight to create innovative, effective, cutting-edge campaigns Competitive intelligence – tools to optimize your online assets and be mindful of what else is out there
1. Google Analytics2. HootSuite3. Google Keyword Tool4. Google Insights5. Alexa.com
I know 50% ofmy advertisingworks and 50%does not, but Idont knowwhich 50% it is.
It is a web analytics tool to understand behaviour on your website Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage Tool for business and market research
Who is coming to your website? What content do they like? Is our site effective? How do people respond to our radio programs? AdWords campaign? Facebook campaign? What is the ROI of our online programs?
1. Outline your goals / objectives ◦ Why does your website exist? ◦ What do you want people to do?2. Align goals with relevant metrics Examples: ◦ Branding/Awareness => Traffic, Pages/Visit, Time on Site ◦ Sign up => Goal tracking ◦ Watching a video, PDF download => Event tracking ◦ Sale, Order, Donation => Goal tracking, E- commerce
• Create unique tracking URLs to send data back to Google Analytics• Required fields: • Campaign (i.e. Walk2012) • Source (i.e. homepage, Google, Facebook) • Medium (i.e. cpc, radio, display)
The leading social media dashboard to manage and measure your social networks
Manage multiple social profiles – more for Twitter Schedule messages and tweets Track brand mentions Analyze social media traffic, click stats Keyword Monitoring More functionality ◦ Built-in URL shortener (ow.ly) ◦ Reply all ◦ Auto-complete user names
"HootSuite is an essential tool for managing social networks by allowing teams to efficiently track conversations and measure campaign results." - Pete Cashmore, CEO, Mashable
Tool used to find keyword ideas based on actual Google search enquiries Using a phrase, keyword, or website URL
Search Engine Marketing (SEM) or Search Engine Optimization (SEO) ◦ To gather keyword ideas for Search advertising campaigns (i.e. Google AdWords) or to optimize your website for higher rankings ◦ Identify similar keywords or more common phrases ◦ Compare search terms ◦ Estimate traffic of search campaigns ◦ Identify irrelevant terms for negative keyword use
http://www.google.com/insights/search/ Tool used to compare search volume patterns across specific regions, categories, time frames and properties
Campaign planning ◦ Determine appropriate campaign run dates (launch and end dates) ◦ Determine who to target (regions) ◦ Determine appropriate ad spend (budget) ◦ Similar search terms (keyword) ◦ Is this a hot topic in the media? (news)
http://www.alexa.com/ One of the leading internet statistics engines Provides free, global web metrics and rankings of many websites
When you want to find out the most successful sites on the web by keyword, category, or country. For competitive analysis, benchmarking, market research, or business development.
YOUR BRAND 25-34 80% female, 20% men Rents condo or 30% between 23-34 years of age apartment Top interests: Fashion design & collections, Living with someone music, art, memorabilia, graphic design, Fashion designer crafts, interior design Pinterest users have above avg incomes (41% make $50-100K) According to Alexa, audience skewed towards not having children35-44 16% between 35-44 years City lovers 25% with bachelors or higher Environmental 8% of users make over $100K advocates HHI >100K+: 28.1% of users Educated, affluent 85% went to some college, have a bachelors Social or graduate degree
1. Google Analytics – track effectiveness of website, landing pages, marketing sources2. HootSuite – manage multiple social network profiles and monitor online conversations3. Google Keyword Tool – to gather keyword ideas for SEM/SEO purposes4. Google Insights for Search – to assist with campaign and ad planning5. Alexa – for business/competitive intelligence and for ad planning
Tweetdeck CoTweet Quarkbase.com (high level info for competitors) Topsy.com Bit.ly 51