Laisie Tu, hjc     #bridgeconf
E-Mail                 Marketing       Social                              Lead Gen       MediaPay-Per-          Digital  ...
   Digital Marketing Landscape   5 free tools    ◦ How are each of them used?    ◦ When do you use them?    ◦ How are th...
   Analytics - Learn how to effectively track    marketing efforts by their source   Social media - Manage social media ...
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.
Tool #1
   It is a web analytics tool to understand    behaviour on your website   Web analytics is the measurement, collection,...
   Who is coming to your website?   What content do they like?   Is our site effective?   How do people respond to our...
1.    Outline your goals / objectives     ◦ Why does your website exist?     ◦ What do you want people to do?2.    Align g...
•   Create unique tracking URLs to send data    back to Google Analytics•   Required fields:    •   Campaign (i.e. Walk201...
16
18
   Google Analytics Website:    http://www.google.com/analytics/   Blog: http://analytics.blogspot.com/   Conversion Un...
Tool #2
   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   Analy...
   "HootSuite is an essential tool    for managing social networks    by allowing teams to    efficiently track conversat...
   Shared dashboard view using customized    columns    ◦ Monitor brand, staff mentions    ◦ Monitor key hashtags for eve...
Tool #3
   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 advertisi...
Tool #4
   http://www.google.com/insights/search/   Tool used to compare search volume patterns    across specific regions, cate...
   Campaign planning    ◦ Determine appropriate campaign run dates (launch      and end dates)    ◦ Determine who to targ...
Tool #5
   http://www.alexa.com/   One of the leading internet statistics engines   Provides free, global web metrics and    ra...
   When you want to find out the most    successful sites on the web    by keyword, category, or country.   For competit...
YOUR BRAND 25-34                  80% female, 20% men Rents condo or         30% between 23-34 years of age  apartment...
1.   Google Analytics – track effectiveness of     website, landing pages, marketing sources2.   HootSuite – manage multip...
   Tweetdeck   CoTweet   Quarkbase.com (high level info for    competitors)   Topsy.com   Bit.ly                     ...
   Alexa.com (Free)   SpyFu (Free & Paid)   Keyword Spy (Free & Paid)                                52
   Compete.com (Free and Paid)   Alexa.com (Free)                                  53
   YouTube for Nonprofits Program   Google Grants   Nonprofits on Facebook   Flickr for Good
Don’t forget to visit the   Solutions Showcase!Many of the ideas discussed today areon display at the Solutions Showcase! ...
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
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Digital Marketing for Direct Marketers: Discover, Explore and Engage 5 Free Tools to Maximize your Efforts

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

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