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Search Marketing and E-mail
Marketing
S E R G I O P I N Z O N
PINZON & CO
PINZON & CO
Communications mix for traffic building:
offline
Advertising
Personal selling
Sales promotion
PR
Sponsorship
Direct mail
Exhibitions
Merchandising
Packaging
Word of mouth
Communications mix for traffic building:
online
Search
marketing
Online PR Online
partnership
Social media
marketing
Opt-in- email Interactive
ads
Search marketing
Search engine optimization (SEO) Pay per click (PPC)
Pay per click (PPC) vs conventional
advertising
Cost Per Click (CPC)
model. It is only
incurred when the ad is
clicked on and a visitor
is directed to the
advertiser’s web site.
Paid search marketing is
only displayed when
the user of a search
engine types in a
specific phrase.
Online PR
Publisher
Community
participation
Media alerting Brand protection
Online Partnership
Affiliate
marketing
Sponsorship Co-branding Link-
building
Widget
marketing
Discussion
questions
• What exactly is SEO?
• What do search engines want?
• What’s a good experience for
customers?
Introduction to SEO
SEO is the practice of optimizing each page on your website so that it will
show as high up the list as possible in the search engine results page
(SERP).
It involve achieving the highest position or ranking practical
in the natural or organic listings on the search engine results pages after a
specific c combination of keywords (or key phrase) has been typed in.
Good user experience.
How does Google Search work
Crawling identifies relevant pages for indexing and assess whether they have changed.
Crawling is performed by robots (bots) which are also known as spiders.
Indexing. An index is created to enable the search engine to rapidly find the most
relevant pages containing the query typed by the searcher.
Ranking or scoring. The indexing process has produced a lookup of all the pages that
contain particular words in a query, but they are not sorted in terms of relevance. Ranking
of the document to assess the most relevant set of documents to return in the SERPs
occurs in real time for the search query entered.
Getting the website
optimized:
Google Algorithms
Keywords
Keywords are what your potential
clients, customers and viewers type
into a search engine to get to your site.
Example: Best cat food recipe
The more focused the keyword the
better the quality of visitors.
Long tail keywords- Very specific
Keyword planner
Competitive ranking analysis
PageRank is how google determines the
authority of a specific URL (Not just a home
page)
It is estimated that more than 200 factors
influence how google ranks URLs for
searches. On-page and off-page factors.
Keyword research
Google confers some
ranking weight to
domains that are older
Links point to the URL
and the home page.
Relevant, unique and
compelling titles and
descriptions.
Don’t concern with
Exact Match Domain
(EMD)
Reading your
prospects minds
On page optimization.
Keep website title to less than 70
characters, as that’s the maximum
google will display in its results.
Meta description- the description
that shows up in the search results
underneath the page title.
Make the length as long as it needs
to be to cover everything you want
to cover (400-500 words)
Google webmaster
Google console
On page optimization.
ü Upload videos to your YouTube channel and match your target keyword.
ü Create an account on Scribd and upload pdf documents
ü Upload slideshow presentation to SlideShare.
ü Images should have the name of what it is.
ü Minimize your size file.
ü Send your site map to the search engines.
ü Google my business
Discussion questions
What are backlinks and
why are they important?
What is link popularity?
Off- page optimization.
Backlist are links from a page on
someone else’s website to a page on
your site.
Link analysis tools
MOZ – Free Seo tools
Majestic – Site explorer
Ahrefs – Site explorer
Getting other traffic sources to your site
Youtube
Amazon
Facebook
Getting other traffic sources to your site:
Youtube
Webstore
Informational
Professional
Local
Making the most of Youtube
Make lots
of videos
Aim for
quality
•Audio
jungle
•Video hive
•Graphicriv
er
•Photodune
The best
videos are fun
videos
Put your
keywords
everywhere
Drive links to
your website
Making the most of Youtube
Make lots of videos
•Audio jungle
•Video hive
•Graphicriver
•Photodune
Aim for quality
The best videos are fun videos
Put your keywords everywhere
Drive links to your website
Harnessing
the power of
Amazon
üE commerce store (Instructional guide)
üInformational site (Niche or sector)
üProfessional service provider (create
space)
E-book
product
strategies
Title and cover
Hard copy
Sample
Placement or distribution strategies
Slide share
USB Flash drives
Distributions channel influencers, podcasters, editors, bibliophiles, bookworms, and
bloggers.
Use e-book aggregator like Smashwords, IngramSpark, Vook, Bookbaby, wattpad,
bookbub, Kindle direct publishinh, Nookpress, Ibooks author, google books
Tips to Promote Your E-book: price
Set a competitive price (3.99)
Promotion
strategies
Crowdfund it or pre-launch buzz campaign
Get a modern Landing Page
Video mockup
Social media
Encourage reviews
Events
Facebook
Don’t
Put any contact
information, price or
purchase information in
your profile or cover photo
Keep posting the same thing
over and over
Use stock photos
Facebook Dos
Be engaging:
Pictures
Videos
Questions
Answer queries
Integrate your other social channels
Fill your history, milestones
Include a CTA
PPC marketing
Subscription
services
High value items
Social
experimentation
Book tittles Niche products
When to do PPC
PPC marketing is a method of advertising on the internet that is used to direct traffic to website.
There are two mains types of PPC:
• Keyword related- Google- Adwords
• Psychographic ally related- Facebook
Advantages
• People will be interested in what you are offering.
• You can focus down to the detail.
• You will get traffic.
• You will get a stream of targeted visitors.
Drawbacks
• Cost per click are rising generally and can be unnaturally high.
• It requires a lot of research and tracking
PPC and Facebook
Demographics (their sex, age, etc)
Psychographic
Information (TV shows, films and products they like)
• Keyword related- Google- Adwords
• Psychographic ally related- Facebook
There are two mains types of PPC:
PPC advertising strategies
Plan the structure of your campaign Transfer your chosen keywords and
ad groups to an existing campaign.
PPC advertising strategies
Have an open mib and test
out different headlines and
bodies of your ads
Focus on the exact
keywords that you want to
get clicks
Point your ad to the right
page
Always try to get at least an
email address for your
efforts
Do not
Make the click go to a one-
page website
Make the click go to a
page where you can get
visitors to click another ad.
Make low quality landing
pages.
Write headlines or body
text just to get clicks.
Monitoring and managing your progress
Freeware
Google analytics.
Webmaster tools.
URL Shortener
Bitly
TinyURL
Pay per tools
Masrket samurai
Keyword blaze
Majestic SEO
SEMrush
SEOMoz
Scale
Create a work breakdown
structure
Track progress
Perform competitive analysis.
Do a weekly backlink check.
Find quality links.
Find guest blogging opportunities.
Find freelancers and suppliers Manage your freelancers
Marketing segmentation
ü The Journal of Marketing Management
concluded that after 70 years, market
segmentation is still being done poorly.
ü In the U.S., 85 to 95 percent of 30,000 new
product launches fail because of poor market
targeting.
85%
Fail
Long term
commitment
Organizational
change
Cost
Barriers to implementation of
segmentation
MANAGEMENT ORGANIZATIONAL
CULTURE
ORGANIZATIONAL
STRUCTURE
PROCESS EXPERTISE
Audience Segmentation Tools
Google analytics Fan activation Data platform +
custom segments
engine
Email service provider
(ESP) & marketing
automation tools
Ad networks + email
matching
Fan activation
1. Immersive, experiential brand moments
•A vodka bottle installation might seem whimsical, but it invokes an experience that fans will
remember.
2- Technology that wows: livestreaming + VR
3. Above-and-beyond basics
•Today, those basics include things like food, drinks, lounges, and, of course, Wi-Fi and cell-
phone charging stations. Cover those bases, and sponsors will be in fans’ good
E-mail remains the most important communication technique
for building customer relationships. – 75.4% of marketers
invest in e-mail campaigns (Strauss (2014).
• E-mail has advantages over postal direct mail.
• No postage or printing charges.
• Immediate and convenient avenue for direct response using hyperlinks. –
Can be automatically individualized /personalized.
• E-mail difficulties include spam filters and finding and maintaining
appropriate e-mail lists.
Email marketing
Allows you to change the product offer to suit
age and sex
• Send special offers on key dates collected e.g., birthdays,
anniversaries etc.
• Send location based specials e.g., postcode.
• Allows you to send more targeted messages and get
better response rates.
Email marketing steps
Selecting an Email Marketing System (EMS)
Getting Permission
Building the List
• Offer a white paper (offering useful information) for free download in
exchange for email • Run an offline competition where people email you to go
into the draw
• Website Sign up
• Social Media Sign up
• Customer Loyalty Incentives
Email marketing steps
Outbound e-mail marketing, where e-mail
campaigns are used as a form of direct marketing
to encourage trial and purchases and as part of a
CRM dialogue;
• Inbound e-mail marketing, where e-mails from
customers such as support enquiries are managed.
Email marketing steps
SEO and email marketing

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SEO and email marketing

  • 1. Search Marketing and E-mail Marketing S E R G I O P I N Z O N
  • 3. Communications mix for traffic building: offline Advertising Personal selling Sales promotion PR Sponsorship Direct mail Exhibitions Merchandising Packaging Word of mouth
  • 4. Communications mix for traffic building: online Search marketing Online PR Online partnership Social media marketing Opt-in- email Interactive ads
  • 5. Search marketing Search engine optimization (SEO) Pay per click (PPC)
  • 6. Pay per click (PPC) vs conventional advertising Cost Per Click (CPC) model. It is only incurred when the ad is clicked on and a visitor is directed to the advertiser’s web site. Paid search marketing is only displayed when the user of a search engine types in a specific phrase.
  • 9. Discussion questions • What exactly is SEO? • What do search engines want? • What’s a good experience for customers?
  • 10. Introduction to SEO SEO is the practice of optimizing each page on your website so that it will show as high up the list as possible in the search engine results page (SERP). It involve achieving the highest position or ranking practical in the natural or organic listings on the search engine results pages after a specific c combination of keywords (or key phrase) has been typed in. Good user experience.
  • 11. How does Google Search work Crawling identifies relevant pages for indexing and assess whether they have changed. Crawling is performed by robots (bots) which are also known as spiders. Indexing. An index is created to enable the search engine to rapidly find the most relevant pages containing the query typed by the searcher. Ranking or scoring. The indexing process has produced a lookup of all the pages that contain particular words in a query, but they are not sorted in terms of relevance. Ranking of the document to assess the most relevant set of documents to return in the SERPs occurs in real time for the search query entered.
  • 13. Keywords Keywords are what your potential clients, customers and viewers type into a search engine to get to your site. Example: Best cat food recipe The more focused the keyword the better the quality of visitors. Long tail keywords- Very specific
  • 15. Competitive ranking analysis PageRank is how google determines the authority of a specific URL (Not just a home page) It is estimated that more than 200 factors influence how google ranks URLs for searches. On-page and off-page factors.
  • 16. Keyword research Google confers some ranking weight to domains that are older Links point to the URL and the home page. Relevant, unique and compelling titles and descriptions. Don’t concern with Exact Match Domain (EMD) Reading your prospects minds
  • 17. On page optimization. Keep website title to less than 70 characters, as that’s the maximum google will display in its results. Meta description- the description that shows up in the search results underneath the page title. Make the length as long as it needs to be to cover everything you want to cover (400-500 words)
  • 19. On page optimization. ü Upload videos to your YouTube channel and match your target keyword. ü Create an account on Scribd and upload pdf documents ü Upload slideshow presentation to SlideShare. ü Images should have the name of what it is. ü Minimize your size file. ü Send your site map to the search engines. ü Google my business
  • 20. Discussion questions What are backlinks and why are they important? What is link popularity?
  • 21. Off- page optimization. Backlist are links from a page on someone else’s website to a page on your site. Link analysis tools MOZ – Free Seo tools Majestic – Site explorer Ahrefs – Site explorer
  • 22. Getting other traffic sources to your site Youtube Amazon Facebook
  • 23. Getting other traffic sources to your site: Youtube Webstore Informational Professional Local
  • 24. Making the most of Youtube Make lots of videos Aim for quality •Audio jungle •Video hive •Graphicriv er •Photodune The best videos are fun videos Put your keywords everywhere Drive links to your website
  • 25. Making the most of Youtube Make lots of videos •Audio jungle •Video hive •Graphicriver •Photodune Aim for quality The best videos are fun videos Put your keywords everywhere Drive links to your website
  • 26. Harnessing the power of Amazon üE commerce store (Instructional guide) üInformational site (Niche or sector) üProfessional service provider (create space)
  • 28. Placement or distribution strategies Slide share USB Flash drives Distributions channel influencers, podcasters, editors, bibliophiles, bookworms, and bloggers. Use e-book aggregator like Smashwords, IngramSpark, Vook, Bookbaby, wattpad, bookbub, Kindle direct publishinh, Nookpress, Ibooks author, google books
  • 29. Tips to Promote Your E-book: price Set a competitive price (3.99)
  • 30. Promotion strategies Crowdfund it or pre-launch buzz campaign Get a modern Landing Page Video mockup Social media Encourage reviews Events
  • 31. Facebook Don’t Put any contact information, price or purchase information in your profile or cover photo Keep posting the same thing over and over Use stock photos
  • 32. Facebook Dos Be engaging: Pictures Videos Questions Answer queries Integrate your other social channels Fill your history, milestones Include a CTA
  • 33. PPC marketing Subscription services High value items Social experimentation Book tittles Niche products
  • 34. When to do PPC PPC marketing is a method of advertising on the internet that is used to direct traffic to website. There are two mains types of PPC: • Keyword related- Google- Adwords • Psychographic ally related- Facebook Advantages • People will be interested in what you are offering. • You can focus down to the detail. • You will get traffic. • You will get a stream of targeted visitors. Drawbacks • Cost per click are rising generally and can be unnaturally high. • It requires a lot of research and tracking
  • 35. PPC and Facebook Demographics (their sex, age, etc) Psychographic Information (TV shows, films and products they like) • Keyword related- Google- Adwords • Psychographic ally related- Facebook There are two mains types of PPC:
  • 36. PPC advertising strategies Plan the structure of your campaign Transfer your chosen keywords and ad groups to an existing campaign.
  • 37. PPC advertising strategies Have an open mib and test out different headlines and bodies of your ads Focus on the exact keywords that you want to get clicks Point your ad to the right page Always try to get at least an email address for your efforts
  • 38. Do not Make the click go to a one- page website Make the click go to a page where you can get visitors to click another ad. Make low quality landing pages. Write headlines or body text just to get clicks.
  • 39. Monitoring and managing your progress Freeware Google analytics. Webmaster tools. URL Shortener Bitly TinyURL Pay per tools Masrket samurai Keyword blaze Majestic SEO SEMrush SEOMoz
  • 40. Scale Create a work breakdown structure Track progress Perform competitive analysis. Do a weekly backlink check. Find quality links. Find guest blogging opportunities. Find freelancers and suppliers Manage your freelancers
  • 41. Marketing segmentation ü The Journal of Marketing Management concluded that after 70 years, market segmentation is still being done poorly. ü In the U.S., 85 to 95 percent of 30,000 new product launches fail because of poor market targeting. 85% Fail
  • 43. Barriers to implementation of segmentation MANAGEMENT ORGANIZATIONAL CULTURE ORGANIZATIONAL STRUCTURE PROCESS EXPERTISE
  • 44. Audience Segmentation Tools Google analytics Fan activation Data platform + custom segments engine Email service provider (ESP) & marketing automation tools Ad networks + email matching
  • 45. Fan activation 1. Immersive, experiential brand moments •A vodka bottle installation might seem whimsical, but it invokes an experience that fans will remember. 2- Technology that wows: livestreaming + VR 3. Above-and-beyond basics •Today, those basics include things like food, drinks, lounges, and, of course, Wi-Fi and cell- phone charging stations. Cover those bases, and sponsors will be in fans’ good
  • 46.
  • 47. E-mail remains the most important communication technique for building customer relationships. – 75.4% of marketers invest in e-mail campaigns (Strauss (2014). • E-mail has advantages over postal direct mail. • No postage or printing charges. • Immediate and convenient avenue for direct response using hyperlinks. – Can be automatically individualized /personalized. • E-mail difficulties include spam filters and finding and maintaining appropriate e-mail lists. Email marketing
  • 48. Allows you to change the product offer to suit age and sex • Send special offers on key dates collected e.g., birthdays, anniversaries etc. • Send location based specials e.g., postcode. • Allows you to send more targeted messages and get better response rates. Email marketing steps
  • 49. Selecting an Email Marketing System (EMS) Getting Permission Building the List • Offer a white paper (offering useful information) for free download in exchange for email • Run an offline competition where people email you to go into the draw • Website Sign up • Social Media Sign up • Customer Loyalty Incentives Email marketing steps
  • 50. Outbound e-mail marketing, where e-mail campaigns are used as a form of direct marketing to encourage trial and purchases and as part of a CRM dialogue; • Inbound e-mail marketing, where e-mails from customers such as support enquiries are managed. Email marketing steps