Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts

  • 863 views
Uploaded on

 

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
863
On Slideshare
863
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
8
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Laisie Tu, hjc #bridgeconf
  • 2. E-Mail Marketing Social Lead Gen MediaPay-Per- Digital Organic Click Marketing Content Conversion Marketing Optimization Analytics
  • 3.  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
  • 4.  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
  • 5. 1. Google Analytics2. HootSuite3. Google Keyword Tool4. Google Insights5. Alexa.com
  • 6. I know 50% ofmy advertisingworks and 50%does not, but Idont knowwhich 50% it is.
  • 7. Tool #1
  • 8.  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
  • 9.  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?
  • 10. 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
  • 11. • 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)
  • 12. 16
  • 13. 18
  • 14.  Google Analytics Website: http://www.google.com/analytics/ Blog: http://analytics.blogspot.com/ Conversion University: http://www.google.com/intl/en/analytics/iq. html?&rd=1 Link builder: http://support.google.com/googleanalytics/b in/answer.py?hl=en-GB&answer=55578
  • 15. Tool #2
  • 16.  The leading social media dashboard to manage and measure your social networks
  • 17.  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
  • 18.  "HootSuite is an essential tool for managing social networks by allowing teams to efficiently track conversations and measure campaign results." - Pete Cashmore, CEO, Mashable
  • 19.  Shared dashboard view using customized columns ◦ Monitor brand, staff mentions ◦ Monitor key hashtags for events/conferences ◦ Monitor client comms/campaigns
  • 20. Tool #3
  • 21.  Tool used to find keyword ideas based on actual Google search enquiries Using a phrase, keyword, or website URL
  • 22.  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
  • 23. Tool #4
  • 24.  http://www.google.com/insights/search/ Tool used to compare search volume patterns across specific regions, categories, time frames and properties
  • 25.  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)
  • 26. Tool #5
  • 27.  http://www.alexa.com/ One of the leading internet statistics engines Provides free, global web metrics and rankings of many websites
  • 28.  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.
  • 29. 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
  • 30. 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
  • 31.  Tweetdeck CoTweet Quarkbase.com (high level info for competitors) Topsy.com Bit.ly 51
  • 32.  Alexa.com (Free) SpyFu (Free & Paid) Keyword Spy (Free & Paid) 52
  • 33.  Compete.com (Free and Paid) Alexa.com (Free) 53
  • 34.  YouTube for Nonprofits Program Google Grants Nonprofits on Facebook Flickr for Good
  • 35. Don’t forget to visit the Solutions Showcase!Many of the ideas discussed today areon display at the Solutions Showcase! #bridgeconf