We’re going back to the basics. Join Mike Tomita, Director of Online Marketing at Marketo, for this short, easy-to-digest, and actionable 15-minute webinar to learn the fundamentals of digital marketing. We'll define the acronyms, translate the buzzwords, and give you the foundation you need to understand and implement an effective digital marketing strategy.
You'll learn:
- How digital marketing fits into your marketing mix
- Best practices for getting started and optimizing your programs
- Pitfalls, perils, and how to avoid them
Search is all about INTENT – High intent keywords will provide the best value for the investment
Top Paid Search
Competitor Searches (Hubspot/Pardot/Eloqua)
Marketing Automation
Digital Marketing
Writing good, compelling, and unique ad text for PPC is an incredible challenge.
Your text needs to be relevant to the search term, aligned to the intent of the search, and compelling enough to get that user’s click.
It also needs to accurately describe the content of the destination page when clicked.
An all this needs to be done with VERY concise language.
You only have a TOTAL of 95 characters, plus 35 for a URL.
Headline: 25
Lines 1 & 2: 35
URL: 35
Just because Google is a machine, your content should be not be written for it. It should be written for humans.
That means does try and game the system by stuffing in keywords or repeating them over and over
Those are old tactics that Google has caught on to
The best way to create good SEO content is to create good content.
Does that mean it doesn’t matter if you use your keywords?
Not at all, humans relate to content that speak their language. Just don’t over do it.
The performance of your website is critical to your SEO success
Google’s rankings are determined by a machine that analyzes your site and plugs different factors into an algorithm so the site that make it easy and error free for that process to happen have an advantage
Also note that HUMAN factors are also a part of the equations. Those are thinks like click-through-rates and engagement. That’s where the user experience part comes into play.
Don’t forget about mobile traffic!
Mobile usage on social media channels
LinkedIn: http://www.medianama.com/2016/08/223-linkedin-india-37-million-users/
Facebook: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/
Facebook mobile only: http://venturebeat.com/2016/01/27/over-half-of-facebook-users-access-the-service-only-on-mobile/
Twitter: http://venturebeat.com/2016/07/26/twitter-reports-3-million-new-users-602-million-in-revenue-1-year-after-dorseys-return/
In Q1 of 2016 Facebook’s ad revenue was reported at $5.2 billion
In 2016 Facebook is project to claim about 12% of the global digital-advertising market
up from 10.7% last year and 8.6% in 2014
In 2016 Google’s share is projected to decline to 31%
Down from 33% in 2015 and 35% two years ago.
Source: http://www.wsj.com/articles/facebook-revenue-soars-on-ad-growth-1461787856
Don’t forget about mobile traffic!
Mobile usage on social media channels
LinkedIn: http://www.medianama.com/2016/08/223-linkedin-india-37-million-users/
Facebook: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/
Facebook mobile only: http://venturebeat.com/2016/01/27/over-half-of-facebook-users-access-the-service-only-on-mobile/
Twitter: http://venturebeat.com/2016/07/26/twitter-reports-3-million-new-users-602-million-in-revenue-1-year-after-dorseys-return/
Don’t forget about mobile traffic!
Mobile usage on social media channels
LinkedIn: http://www.medianama.com/2016/08/223-linkedin-india-37-million-users/
Facebook: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/
Facebook mobile only: http://venturebeat.com/2016/01/27/over-half-of-facebook-users-access-the-service-only-on-mobile/
Twitter: http://venturebeat.com/2016/07/26/twitter-reports-3-million-new-users-602-million-in-revenue-1-year-after-dorseys-return/
Don’t forget about mobile traffic!
Mobile usage on social media channels
LinkedIn: http://www.medianama.com/2016/08/223-linkedin-india-37-million-users/
Facebook: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/
Facebook mobile only: http://venturebeat.com/2016/01/27/over-half-of-facebook-users-access-the-service-only-on-mobile/
Twitter: http://venturebeat.com/2016/07/26/twitter-reports-3-million-new-users-602-million-in-revenue-1-year-after-dorseys-return/
Invest in promoting your social media content if you want to be seen
Twitter – Organic vs Promoted reach
Facebook – Organic vs Promoted reach
Email programs, content syndication, sponsored webinars, are under different teams
I am including retargeting (or remarketing) in the display ad category