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

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. SEO – Off Page Factors
Links to
your
website
Directory
Listings
Referring
Domains
Social Media
Engagement
Anchor
Text
PR
Shareable
Content

19. Total On-Page SEO Ranking
Factors: 47%
Total Off-Page and Content
Marketing SEO Ranking
Factors: 53%

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. 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. 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. 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. Google Services Integration
Google Analytics
Google Developers
Gmail or Google Account
YouTube
Google My Business
Google Ads

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. 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. 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. 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. Digital Marketing – Social Media

31. 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

32. 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.

33. 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

34. 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)

35. 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

36. 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.

37. 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

38. 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

39. 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)

40. 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.

41. YouTube Statistics

42. YouTube Statistics

43. YouTube Statistics

44. 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

45. 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

46. Any Questions?

47. Thank You for
Joining us Today!
Bridgett Gutierrez – Account Executive/Digital
Strategist
Email: Bridgett@ryansawyermarketing.com