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What's most important?

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What’s Most
Important?
Online Infrastructure – Digital Marketing Overview
Presented by: Bridgett Gutierrez

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Marketing Infrastructure - What tools are needed to ensure
your business is ready to communicate with customers?
• Strateg...

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Today’s Review of Your Online Infrastructure
• Why is my online infrastructure important?
• Website – What should I consid...

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Before you begin advertising, be sure your online infrastructure is in place to maximize you digital marketing efforts. This presentation offers an overview of everything you need to think about when planning your online marketing strategies.

Before you begin advertising, be sure your online infrastructure is in place to maximize you digital marketing efforts. This presentation offers an overview of everything you need to think about when planning your online marketing strategies.

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What's most important?

  1. 1. What’s Most Important? Online Infrastructure – Digital Marketing Overview Presented by: Bridgett Gutierrez
  2. 2. Marketing Infrastructure - What tools are needed to ensure your business is ready to communicate with customers? • Strategic Plan • Logo • Branding • Messaging/Brand Story • Sales Collateral • Promotional Materials • Media Plan • Website • Online SEO strategy • Content and Blogs • Online Advertising • Analytics • Social Media Accounts • Email Marketing System • Marketing database Online Infrastructure
  3. 3. Today’s Review of Your Online Infrastructure • Why is my online infrastructure important? • Website – What should I consider when building my website? • Online SEO – Overview and strategy • Content and Blogs – Why is this important? Types of content • Analytics – Why you need Google Analytics and how to set up your Google accounts for success.
  4. 4. Today’s Digital Marketing Overview • Social Media Accounts – What do you need? How often should you post? Overview • Email Marketing System - Platforms and benefits • Online Advertising – Advantages of online advertising and overview of FB and Google Ads.
  5. 5. Why is your online infrastructure so important? ADVERTISMENT All ads lead to your website. Sales Customer information Business Growth Your website is the central point of your business.
  6. 6. Why is your online infrastructure important?  78% of location-based mobile searches result in an offline purchase. (Source: SEO Tribunal)  92% of searchers will pick businesses on the first page of local search. (Source: HubSpot)  38% of people will close out of a website if the content or layout is unattractive. (Source: Adobe)  88% of consumers are less likely to return to a website after a bad experience. (Source: The Gomez report, Why Web Performance Matters)  63% of shopping occasions begin online. (Source: Thinkwithgoogle, 2018)  97% of consumers check a company’s online presence before deciding to visit them. (Source: WEBFX, SEO)
  7. 7. What should I consider when building my website.  Domain and hosting  Platform options  Branding  User experience  Clean, responsive design  Functionality  Ease of editing and backend access  Customer acquisition opportunities  Search Engine Optimization (SEO) 89% of consumers shop with a competitor after a poor user experience. (Source: Web Fx)
  8. 8. What should I consider when building my website. Domain and hosting – Popular choices include GoDaddy, WP Engine, Bluehost, DreamHost, Squarespace, WIX Things to consider: Security, price, flexibility, access to server, c-panel access, SSL certificates, necessary functionality, customer service, website backups, buying multiple domains
  9. 9. What should I consider when building my website. Platform options – WordPress, Joomla, Squarespace, GoDaddy, WIX, Shopify, Weebly, Drupal  Each hosting option comes with its own set of templates and variations in flexibility, functionality, plugins and integrations.  WordPress has the best options for overall updates, support, SEO, functionality capabilities, design flexibility and business growth.  Understand your business needs and online strategy BEFORE you choose
  10. 10. What should I consider when building my website. Platform options – WordPress, Joomla, Squarespace, GoDaddy, WIX, Shopify, Weebly, Drupal  Each hosting option comes with its own set of templates and variations in flexibility, functionality, plugins and integrations.  WordPress has the best options for overall updates, support, SEO, functionality capabilities, design flexibility and business growth.  Understand your business needs and online strategy BEFORE you choose
  11. 11. What should I consider when building my website. Branding Logo, colors, images, overall feel Did you create your website around an existing brand. Did you include content about who you are and what makes your business unique. Does it appeal to your target audience.
  12. 12. What should I consider when building my website. User experience Clean Professional Look Navigation - Easy to find content Clear path to follow Responsive design for ALL devices Functionality works without extra clicks Call-to-action, contacts, maps
  13. 13. What should I consider when building my website.  Functionality Do I need to sell items on my website – WooCommerce, Shopify. Email list sign up Customer Forms Receive donations Employee applications management Social media feeds – Instagram galleries, Google reviews, Facebook feed Lead generation
  14. 14. What should I consider when building my website.  Ease of editing and backend access  Do you have access to the backend and user logins  Is there a built-in page builder for easy content editing  Is the theme well known and supported for future updates  Who will continue maintenance  Customer Acquisition  Where do we want visitors to go on each page  Can we gather their information  Did they engage in our content
  15. 15. Online SEO Overview and Strategy. Why is SEO Important?  Google holds the majority market share of all search engine activity, with 92.07%. (statcounter)  In a survey conducted by Databox, 70% of respondents said that SEO is better than PPC for generating sales. (Databox, 2019) (Source: https://www.hubspot.com/marketing-statistics)  On the first page alone, the first five organic results account for 67.60% of all the clicks.(Source: Impact SEO)  SEO drives 1000%+ more traffic than organic social media. (BrightEdge)
  16. 16. What should I consider when building my website: SEO On-Page Factors Keywords User experience Site speed Security Mobile friendly URL structure Internal linking Photo tags and alt tags No broken links Page Titles Header tags (H1)(H2)(H3)
  17. 17. Don’t wait until after your website is built to think about your SEO strategy.  Search Engine Optimization (SEO)  Plan the navigation around primary keywords  Choose the top-five keywords for your website BEFORE you build  Write supporting content assigning one keyword per main page  Use H1, H2, H3 tags whenever possible including keywords  Utilize existing SEO plugins such as YOAST to help optimize Google search  Use internal linking to help keep customers on the site and engaged  Include a blog to increase backlinks throughout the web and social media  Include accurate, consistent Name, Address, Phone Number (NAP) in footer or header  Submit accurate site map to Google
  18. 18. SEO – Off Page Factors Links to your website Directory Listings Referring Domains Social Media Engagement Anchor Text PR Shareable Content
  19. 19. Total On-Page SEO Ranking Factors: 47% Total Off-Page and Content Marketing SEO Ranking Factors: 53%
  20. 20. Content Marketing and Blogs Benefits – • Increase in social traffic • Increase in overall traffic from organic search • Force Google to crawl more often • Increase customer engagement with your brand and your website and increase the time spent on your website.
  21. 21. Content Marketing and Blogs Content marketing examples: • Fresh copy on your website on a regular basis • Blogs • Listicles • White papers/Case Studies • Video • Photos • Press Releases and News • Infographics
  22. 22. Content Marketing and Blogs • 89% of content marketers used blog posts in their content creation strategy in 2020. (Content Marketing Institute, 2020) (Source: https://www.hubspot.com/marketing-statistics) • Articles that are >3,000 words get 3x more traffic, 4x more shares, and 3.5x more backlinks than shorter articles. (SEMrush, 2019) (Source: https://www.hubspot.com/marketing-statistics) • 77% of companies say they have a content marketing strategy. (SEMrush, 2019) (Source: https://www.hubspot.com/marketing-statistics) • 70% of marketers are actively investing in content marketing. (HubSpot, 2020) (Source: https://www.hubspot.com/marketing-statistics) • The majority of companies (67%) use organic traffic to measure their content success. (SEMrush, 2019) (Source: https://www.hubspot.com/marketing-statistics)
  23. 23. Why do you need Google Analytics? Google Analytics is the central point to measuring your marketing success. Key measurements include: • Returning website visitors • New website visitors • Where are visitors coming from • How successful is your social media • How is your website ranking for different keywords • Are there partners that are sending your business traffic through established links • How long are people staying on your website “Bounce Rate” • What actions are website visitors taking? i.e. watch video, completing forms, email sign-up • Are there “Drop-off” pages where customers are leaving
  24. 24. Google Services Integration Google Analytics Google Developers Gmail or Google Account YouTube Google My Business Google Ads
  25. 25. Google Services Integration Google My Business Google’s algorithm for ranking Business Profiles does not just consider proximity and relevance but also activity and quality of information. Optimizing your Google Business Profile sends these signals to Google to rank you higher in local results.
  26. 26. Google Services Integration – Google My Business Google My Business Google’s algorithm for ranking Business Profiles does not just consider proximity and relevance but also activity and quality of information. Optimizing your Google Business Profile sends these signals to Google to rank you higher in local results.
  27. 27. Google Analytics Dashboard Quick overview of Customer Acquisition Dashboard. Where is traffic coming from? Organic Search - Type keywords into Google and find you Direct – Typed in your website url Referral – Link from another site Social – Links from social sites Other – incognito browsers, email campaigns Goal Conversions – What traffic has the most conversions and how can you increase it.
  28. 28. Google Services Integration Google Developers/Search Console Provides additional data beyond Google Analytics and should be an integral part of your online SEO efforts. Keywords used to find your website Mobile testing Top backlinks to your website Sitemap review and submission URL inspection
  29. 29. Digital Marketing – Social Media
  30. 30. Digital Marketing – Social Media Strategy • Choose the best platforms • Consider your audience • Consider your resources • Consider your online goals • Create a content calendar • Include links to your website • Include information that links you to your target audience • Work on engaging with your audience • Be consistent with your Brand image and philosophy • Consider relevant hashtags • Look for community ties and partnerships • Be consistent
  31. 31. Why Email Marketing? • Email generates $42 for every $1 spent, which is an astounding 4,200% ROI, making it one of the most effective options available. (Source: HubSpot, 2021) • Studies show that at least 91% of consumers check their email on a daily basis. (Source: HubSpot, 2021) • Out of all the channels I tested as a marketer, email continually outperforms most of them. (Source: Neil Patel – Crazy Egg and QuickSprout) • 4 out of 5 marketers said they’d rather give up social media than email marketing.
  32. 32. Email Marketing – Build your list from the start 3 Things You Need to Build an Email List: • A website or blog • An email marketing service • High-converting opt-in forms
  33. 33. Email Marketing Service Options • Internal CRM systems • Mailchimp • Constant Contact • GoDaddy • Pipedrive Across all industries, the average email open rate is 19.8%, the click- through rate is 11.3%, and the bounce rate is 9.4%. (Constant Contact, 2021)
  34. 34. MailChimp Overview – What to look for in an email marketing platform • Free for up to 2,000 subscribers • Audience segmenting capabilities • Responsive drop/drag design • Easy website integration • Social media integration • Sign-up forms and landing page design • Tracking and Reporting
  35. 35. Online Advertising • Facebook Ads • YouTube Ads • Instagram Ads • Google Search Ads • Google Display Ads • Google Retargeted Ads • Geofencing Google and Facebook still hold the largest share of total U.S. digital ad spending, with 37.2% and 19.6% respectively. Small businesses earn an average of $3 in revenue for every $1.60 they spend on Google AdWords. Videos are shared 1,200% more than text and links combined.
  36. 36. Online Advertising Advantages • Increased targeting abilities • No wasted budget • Extremely measurable • Gather insightful information about your customers and their behavior • Creates retargeting opportunities • Integrates into all aspects of your online marketing by improving overall SEO and engagement
  37. 37. Online Advertising - Key Performance Indicators  Lead Generation – Usually requires a pipeline management software or internal CRM  Number of qualified leads  Cost-per-lead  Cost-per-conversion  Video  Video views  Thru-plays  Video shares  Video conversions  Campaign Specific – Linked with your Google Analytics  Total impressions  Total Interactions/engagement  Click-through-rate – CTR  Cost-per-click – CPC  Conversion rate  Time spent on page
  38. 38. Online Advertising – Video Marketing  YouTube is the fourth most-used social media platform by marketers (Facebook, Instagram, and Twitter topped the list). (HubSpot, 2020) (Source: https://www.hubspot.com/marketing-statistics)  Over 2 billion logged-in users visit YouTube each month and every day people watch over a billion hours of video and generate billions of views. (YouTube, 2020) (Source: https://www.hubspot.com/marketing-statistics)  YouTube, on mobile alone, reaches more people in the 18-34 U.S. audience demographic than any TV network. (YouTube, 2020) (Source: https://www.hubspot.com/marketing-statistics)
  39. 39. Online Advertising – Video Marketing • Most successful pre-roll video ads are between 15 – 30 seconds long • On YouTube, you only pay for ads that people actually watch or for click-through conversions! • The first five seconds are the most important in order to hook the viewer.
  40. 40. YouTube Statistics
  41. 41. YouTube Statistics
  42. 42. YouTube Statistics
  43. 43. Great YouTube Ad Examples Geico Hungry Dog: https://youtu.be/PA_An6LcWtc Old Spice Winner: https://youtu.be/czp_11uyVP0 Alexa Body: https://youtu.be/xxNxqveseyI Chipsmore 30th Birthday: https://youtu.be/zoOV1bOIl7s
  44. 44. In Review  Online Marketing Infrastructure  Set your business up for success  Plan your marketing tools in advance  The entire online marketing infrastructure should be created together as one unit NOT PIECES THAT WILL HOPEFULLY FIT TOGETHER LATER  Don’t cut corners on your website, it is the central point of your business  Digital Marketing  Set up all your Google products together and maximize your online marketing  Plan Key Performance Indicators (KPI’s) prior to launching the campaign  Measure and track all customer data for improved performance and conversion  Choose the tools that make the most sense for your business  Include Social Media platforms based on your business model and goals
  45. 45. Any Questions?
  46. 46. Thank You for Joining us Today! Bridgett Gutierrez – Account Executive/Digital Strategist Email: Bridgett@ryansawyermarketing.com

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