Digital Marketing: The Essential Toolkit


Published on

The essential toolkit for digital marketers including website best practices, seo tips, social media strategy, and a host of cheap effective tools you can start using right away.

Published in: Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Digital Marketing: The Essential Toolkit

  1. 1. Digital Marketing Using the web and online tools to access new markets.
  2. 2. Presenters <ul><li>Harley Rivet </li></ul><ul><li>Harley Rivet Consulting </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li>Dan Maynard </li></ul><ul><li>Sask Trade & Export Partnership </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>
  3. 3. Agenda <ul><li>Principles of Digital Marketing </li></ul><ul><li>Website Strategy Best Practices </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Inbound Marketing </li></ul><ul><li>– Social Media Best Practices </li></ul><ul><li>– Traffic Building Tools & Tips </li></ul><ul><li>Measuring Performance </li></ul>
  4. 4. Principles of Digital Marketing
  5. 5. <ul><li>Not exactly…need to promote to get visitors. </li></ul><ul><li>Right e-business model+right targeted traffic+right channel = success online. </li></ul><ul><li>Knowing your customer will help to define how to reach them with the right message and the right communication channel. </li></ul>Build it and they will come?
  6. 6. <ul><li>Mainstream web business models: </li></ul><ul><ul><li>- Lead generation </li></ul></ul><ul><ul><li>- Product information and sales team support </li></ul></ul><ul><ul><li>- Fulfillment (e-commerce/shopping cart) </li></ul></ul><ul><ul><li>- After care service – customer service </li></ul></ul><ul><ul><li>- Branding </li></ul></ul><ul><ul><li>- Affiliate marketing </li></ul></ul>Choose an E-Business Model
  7. 7. Targeting Traffic Where is your audience & how to reach them? - Keywords are critical for direction - Search engines are a primary vehicle - Customer insights will guide keyword research - Pick the right channels and promotional mix
  8. 8. Website Strategy Best Practices
  9. 9. Rules of Digital Marketing Attract Visitors Convert Visitors to Leads Analyze and Measure ROI Modify Accordingly
  10. 10. Tips for a rock solid website 1. Clear objectives with a call-to-action. 2. It's about the visitor not you or your boss. 3. Focus on good content. Use multimedia. 4. Prioritized navigation & consistent design. 5. Compliant with web standards.
  11. 11. 1. 2. 3.
  12. 12. Search Engine Optimization <ul><li>Organic Search Results: </li></ul><ul><li>Listings on search results because of their relevance to the search terms and popularity of links to the site. </li></ul><ul><li>Google Page Rank: </li></ul><ul><li>Link Popularity: Number of sites linking to you. </li></ul><ul><li>Link Reputation: Quality of the sites linking to you based on topic relevancy between the site where the inbound link resides and your web page topic. </li></ul>
  13. 13. Link & Popularity Example
  14. 14. SEO Objectives <ul><li>Goal is to get to first page of results since most users do not go past first three pages. </li></ul><ul><li>Understand the words and phrases being used to search for your product/service. </li></ul><ul><li>Select keywords/keyword phrases that are in high demand with little competition. </li></ul><ul><li>Use Pay-Per-Click advertising to buy your way to the first page, but don't rely on it. </li></ul>
  15. 15. Keyword Choice *Terms with high demand and low competition* “ beef” = 85,000 searches/month Competition = 55.7 million pages! VS “ angus beef” = 1,094 searches/month competition = 1.7 million pages! *Use Google AdWords to research keywords*
  16. 16. Longtail Keywords
  17. 17. SEO Tips <ul><li>Easy-to-read text and use relevant words </li></ul><ul><li>Descriptive page titles, headings, and url's </li></ul><ul><li>Links, links, links and XML Sitemap </li></ul><ul><li>Keyword rich navigation </li></ul><ul><ul><li>Bad: “Click Here” / Good: “SEO Tips eBook” </li></ul></ul><ul><li>Good content will earn links and visits </li></ul>
  18. 18. <ul><ul><ul><ul><li>The Ideal Site, </li></ul></ul></ul></ul><ul><li>Then What? </li></ul>
  19. 19. Inbound Marketing Blogs Flikr YouTube FaceBook eMail PPC Links LinkedIn Twitter Website
  20. 20. Social Media Environment <ul><li>Money isn't the capital of choice in online communities. It's social capital and how to raise it to build trust. </li></ul>Social is the behavior. Media are the channels. Resist flavor of the month. Have objectives.
  21. 21. YOU Online Community Social Networks Email Wiki Reviews Word of Mouth Influencers RSS Website Comments Blogs Ratings Tweets Advocacy Trial Awareness
  22. 22. Rent eyeballs (Ads) VS. Build a platform (Oprah)
  26. 26. ADD VALUE
  27. 27. Stages of SM Engagement 1. Listening 2. Talking with 3. Energizing (People talking about you) 4. People helping people 5. People helping you
  28. 28. Traffic Building Tools
  29. 29. The Medium is the Message Research is the primary activity on the web so, marketers must become good publishers. --Every company is now a media company-- Publish – Appear – Connect
  30. 30. Publish <ul><li>Blogs / Vlogs / Podcasts </li></ul><ul><li>WordPress, eLance, YouTube, iTunes </li></ul><ul><li>Webinars </li></ul><ul><li>WebEx, GoToWebinar, DimDim </li></ul><ul><li>eNewsletters / eMail Marketing </li></ul><ul><li>MailChimp, AWeber, ConstantContact </li></ul><ul><li>Presentations & Whitepapers </li></ul><ul><li>Scribd, SlideShare, SlideRocket </li></ul>
  31. 31. Appear <ul><li>Own your identity across the web </li></ul><ul><li>NameChk & KnowEm </li></ul><ul><li>Pick the best channels and focus efforts </li></ul><ul><li>FlowTown </li></ul><ul><li>Utilize multimedia. Video is SEO gold. </li></ul><ul><li>TubeMogul & HuloMedia </li></ul><ul><li>Use social media as a distribution engine </li></ul>
  32. 32. Connect <ul><li>Ensure communication cycle continues </li></ul><ul><li>Commit to consistent and frequent activity </li></ul><ul><li>Call-to-action (follow me, get quote, etc.) </li></ul><ul><li>Provide value to earn action </li></ul><ul><li>Opt-in permission: Keep it simple! </li></ul><ul><li>One click sign-up, two field registration </li></ul>
  33. 33. Essential Toolkit <ul><li>Blogging </li></ul><ul><li>Twitter </li></ul><ul><li>Research, contacts, thought leadership, news </li></ul><ul><li>LinkedIn </li></ul><ul><li>Networking, recruitment, awareness, expertise </li></ul><ul><li>YouTube </li></ul><ul><li>How-to, virtual tours, event coverage, demos </li></ul><ul><li>Facebook </li></ul><ul><li>Public “Page”, photos, videos, apps, ads </li></ul>
  34. 34. Measuring Performance <ul><li>ROI </li></ul><ul><li>What is your return on ignoring? </li></ul>
  35. 35. Analytics & Metrics - Easier to track than other media channels - Connect activity to objectives - Track where users are coming from - Know most popular pages and gain insights - It’s about conversion - Fail fast. Try again. Measure.
  36. 36. Monitoring Free Basic Tools Google Analytics / SocialMention / Google Alerts Enterprise Tools webtrends / iTracks / Radian6 / ScoutLabs
  37. 37. <ul><li>Know your audience and their behaviors. </li></ul><ul><li>Build a solid hub with keyword rich content that converts visitors to actions. </li></ul><ul><li>Surround hub with activities that integrate with each other and align with objectives. </li></ul><ul><li>Choose the right tools for the job. </li></ul><ul><li>Measure, monitor, maintain and modify. </li></ul>Summary
  38. 38. Discussion <ul><li>Harley Rivet </li></ul><ul><li>Harley Rivet Consulting </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li>Dan Maynard </li></ul><ul><li>Sask Trade & Export Partnership </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>