Digital Marketing Master Class Session 6-A

© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Session VI

Digital Marketing Masterclass
About
● Not for profit 501(c)(3) Volunteer Organization
● Resource partner of the U.S. Small Business Administration
(SBA)
● Over 340 Chapters and 11.000 Volunteer Mentors Nationwide
● 70+ Mentors in NYC
● FREE and Confidential Business Counseling available to
anyone.
SCORE NYC
26 Federal Plaza, Room 3100
New York City , NY 10278
(212) 254-4507
ask@scorenyc.org

Maurice Bretzfield Kenny Soto
bretzfield@scorenyc.org soto@scorenyc.org
SCORE NYC
Resource Volunteer
Digital Marketer
SCORE NYC
Certified Business Mentor
Digital Marketing Strategist

Our Goals For YouTo instill in you the
passion, dedication,
and commitment
required for you to
become a successful
Digital Marketer
To show you a new
way to think about how
to build a business now
For you to understand
that DM is a journey.
The train has pulled out
ot the station and just
keeps accelerating
That you will
understand that
successful Digital
Marketing requires
continuous learning
and that the digital
universe is evolving,
literally,
at the speed of light.

Digital Marketing Masterclass Series
For SCORE NYC
Session 1 - January 14, 2017
Session 2 - February 4, 2017
Session 4 - March 4, 2017
Session 5 - April 15, 2017
Certificate of Completion
of The Digital Marketing
Masterclass from
SCORE NYC.

What We’ll Learn Today
● Recap of Session I~V
● Recap of Tools
● Creating the DM Strategy That Is Right For You
● Awarding of Certificates
Narrated Slides will be sent via email
● Google AdWords
● YouTube Advertising
● Email Marketing

Macro View

What Have We Been Discussing Here?
How To Build A Company In The 21st Century

Be Relentless

Assignments From Session 3 - February 11, 2017
● Go on a “Surfin Safari” (Until Daddy Takes The T-Bird Away!)
● Sign Up for and begin reading publications. Use Feedly. Logon Everyday.
● Take the Google Webmaster Academy courses.
● Do a site audit and log all of the issues using WooRank & Onpage.org.
● Use Your List of ten keywords or keyword phrases that describe your business. Expand
on it and create your Semantic Core and discover long-tail phrases that are good
content creation ideas.
● Take the Digital Analytics Fundamentals and the Google Analytics Platform
Fundamentals courses on Google Analytics Academy.
● Create an editorial calendar for the month of June.
● Install Google Analytics on your site.
● Find a list of 15 influencers (social media platforms can vary).
● Create A List of Blog Post Ideas

If you don’t have time to do what you need to do you’re sepending too
much time doing things you don’t need to do...

“Surf”
Focus on your
industry, your,
your products,
your competitors,
industry leaders
and websites that
do it well …..
Research
Research
Research
(and then
more
research!)

Creativity Is Born Through Focused Experimentation
Experiential Marketing

Google International Domains
https://en.wikipedia.org/wiki/List_
of_Google_domains

https://www.youtube.com/watch?v=eakKfY5aHmY
It’s Called a
Murmuration

https://www.youtube.com/watch?v=eakKfY5aHmY

Resources
www.searchengineland.com
contentmarketinginstitute.com
moz.com/blog
marketingland.com
chiefmartec.com
socialmediaexaminar.com
socialmediatoday.com
contently.com/strategist
adage.com
inbound.org

DISCLAIMER!
What We Have Taught You Is Current As Of NOW
What Happens Next Is ?????
What You Do With All Of This Up To You

Session 1 - January 14, 2017
● The Marketing World In 2017 - Touchpoints, Devices, Storytelling and Experience
● Moore’s Law, Exponential Change, and the World of Martech
● The Four Commandments of Digital Marketing
● Understanding The Buyer’s Journey
What We Learned

Digital Marketing Touch Points - The Five Moments of Truth

Optimize© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
It Starts With An
Optimized Website

“We live as human beings in a linear world - where distance, time, and velocity
are linear. But the growth of technology today is on an exponential curve.”
Thomas L. Friedman quoting John E. Kelly, Senior Vice President, IBM Research in “Thank You For Being
Late”,

Moore's law refers to an observation
made by Intel co-founder Gordon
Moore in 1965. He noticed that the
number of transistors per square inch
on integrated circuits had doubled
every year since their invention.
Moore's law predicts that this trend will
continue into the foreseeable future. It
has held true for over 50 Years.
Moore's law

Opportunities to Build Your Business

Digital Consumer Universe

Resources
www.searchengineland.com
contentmarketinginstitute.com
moz.com/blog
marketingland.com
chiefmartec.com
socialmediaexaminar.com
socialmediatoday.com
contently.com/strategist
adage.com
inbound.org

1. Knoweth Who Thy Customer Is
2. Knoweth What Thy Customer Wants & Needs
3. Knoweth Where Thy Customer Resideth
4. Knoweth The Language Of Thy Customer
1. Knowing who your customer is a learning process that culminates in the creation of detailed Buyer
Persona’s.
2. Knowing what customers are looking for is accomplished today through Keyword and other Research -
learning the words and phrases that actual customers are using in search. Listen, Listen and Listen some
more....
3. Knowing where customers are searching for what you have is accomplished through studious research.
4. Knowing the language of the customer refers to understanding how the customer articulates a problem to
themselves
Listen, Listen and Listen some more....
The Four Commandments of Digital Marketing

What websites will this
customer frequently visit?
What blogs do they read?
What are likely search
terms they will use?
What sort of content
appeals to them the most?

Google Advanced Search
www.google.com/advanced_search

Understanding Search Intent

● Review Session 1
● Brand Experience
● Keyword Research, Long Tail Keyword Phrases, and Creating a Semantic Core
(Ubersuggest, SEMRush, Google Keyword Planner Tool).
● Preview to Analytics, Metrics and Reporting
● Creating A Content Marketing System
● Listening As A Strategy (SEMRush, SproutSocial)
● Creating A Content Strategy
What We Learned

http://hiutdenim.co.uk
What Experience Does Your Brand Promise?

Long Tail Keyword Phrases

1: Determine WHAT To Listen For
2: Determine WHERE To Listen For It
3: Set Up A Dashboard - Your Web “Listening Post”
4: Start Listening
6: Get Involved in the Conversation
A 6 Step Strategy
LaaS - Listening As A Strategy

Experiential Marketing
THEIR

WIIFM?
(“What’s In It For Me?”)
Developing A Content Strategy

The Web Is A Content Consuming Beast
Types of Content

● Recap of Session II
● Site Design - Mobile and Desktop including Schema, Landing Pages, Security, <H>,
URLs, Page Titles, CTAs, Audit, Meta Description, ALT Tags, Robots.txt, XML Sitemaps,
Custom 404, Load Time, SSL Secure, W3 Compliance
● SEO - An Overview Including MarTech
● Google Webmaster & Search Console
● Working With Analytics - From Insight to Action
● Google Adwords & setting up PPC
What We Learned

Make Your Customers Your Collaborators
Develop The Narrative - Start The Conversation
and ENGAGE WITH Your Customers

On-Page 25%
Off-Page 75%
Search Engine Optimization (SEO)

Google Rankbrain
Search Intent + Content Relevance
Artificial Intelligence (AI)

Great Site Design and Great SEO
Great Unique, Authentic Content...

Plan Before You Build

Search Engine Optimization (SEO) and Website Design
Uses Semantic Core
Secure
Link Structure
Title Tags
Load Time
XML Site Map
W3 Compliance
Alt Tags
Custom 404
Schema
Meta Description
Robots.txt
Website Engineering

Accelerated Mobile Pages (AMP) specification
Accelerated Mobile Pages
(AMP)
How To Get Started With
Accelerated Mobile Pages
(AMP)

Backlinks (Links From Other Sites) Accounts For Most Of The 75%
We Frankly Don’t Know What Makes Up The Rest. Social Signals?

Link Building and Influencer Marketing
This Is PR In The Digital Age Create and Participate in Conversations

Session 4 - March 4, 2017
● Recap of Session III
● Google Analytics
● Local SEO
● Facebook Marketing & Advertising
What We Learned

Be A Metrics Driven Marketer

Do You Use Google Analytics
to Understand Your Business Better?
Be A Metrics Driven Marketer

analyticsacademy.withgoogle.com
1. Digital Analytics
Fundamentals
2. Google Analytics Platform
Principles
3. Ecommerce Analytics:
From Data To Decisions
Google Analytics Academy

Data Analysis
What Do You Want Data To Tell You?
● Define Your Business Objectives
● Define Your KPIs
Align Them

Local SEO
Get Your Free Business Listing on Google – Google My Business
PLEASE READ
Google Local
MOZ Local

www.facebook.com/blueprint
Resources

● Recap of Session IV
● Twitter Marketing & Advertising
● # Hashtag’s
● Pinterest Marketing & Advertising
● G+ Marketing
● Instagram Marketing & Advertising
● LinkedIn Marketing & Advertising
● Buffer
● Step-by-Step Facebook Ad Creation
What We Learned

Social Media Marketing
Ask Yourself…
1. Does it make sense for my content?
2. Do my customers, potential fans and
influencers spend time there?
3. Does it make sense for me? Do I
enjoy doing this?

1. Seek Out and Find Rock Stars in Your
Niches. 2. Follow Them. 3. Follow Their
Followers and the People They Are
Following. 4. Start Re-Tweeting. 5. Repeat
1-2-3-4
6. Then - execute Your Plan. Start
Tweeting. Be Consistent. Be Smart. Be
Clever. ADD TO THE CONVERSATION.
ENGAGE!
First, Swim With The Fishes, Learn About The Territory...

#Hashtags
Listening As A Strategy
Hashtags are a word, or group of words after
the # sign (like #hashtag, #buylocal, #marketing
or anything else). The more technical term is
“metadata tag”.
They are a way to engage your brand with your
market.

Listening As A Strategy
Marketing Strategy With #Hashtags
Tips For Using Common Hashtags:
● Find common hashtags by checking out what tags are
being used by your followers, your competition and your
product partners.
● Engage with people using related common hashtags -
whether it’s a retweet on Twitter, or a comment on
Instagram, and so on.
● Don’t ‘spam’ your posts with tons of common (or any)
hashtags - this makes you look ‘salesy’ and does not
instill trust with your consumer. Recommended usage
should be 3 #s maximum.
Use hashtags to:
● brand your business and marketing campaigns;
● catch real-time trending topics;
● expand the reach of your content updates.

How Works
Pinterest is a popular social media site for creating virtual pinboards of the things you
discover online. With Pinterest you can create and share pinboards on any subject you can
imagine from vintage cars to funny cat videos to your favorite tutorials.
https://business.pinterest.com/en/how-pinterest-works

Yes, really.
Because G+ pages are indexed by Google...

Instagram
To maximize your marketing efforts
on Instagram you must use it on
your “mobile computer.”
Here are some of the features
you can’t use if you’re on IG
using a desktop:
- IG Stories
- Full search capabilities
- Explore tab
- IG Live
- Post content

LinkedIn
The Key to LinkedIn is 1. Profile Optimization (personal & company),
2. Posting to Groups, 3. Commenting on Group Discussions, and
4. Expanding Your Network.
LinkedIn Pulse LinkedIn Groups LinkedIn Profiles

Buffer
A social media scheduling application
that is free to use.
Allows posting on:
● Facebook
● Pinterest
● LinkedIn
● Twitter
And can set daily reminders to post on
Instagram!

The Learning Curve

The Adoption Curve
1. Start
2. Start With A Small Plan
3. Roll Out Over Time Based on Results
4. Invest In What Works
5. Try Something New
6. Rinse and Repeat What Do I Do First??????????

It All Starts With an Optimized Website
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights
Reserved.

Developing The Strategy & Tactics Right For You
How Clear Is Your Strategy?

1. Does it make sense for my market?
2. How can I deliver what my
customers, fans and influencers
need and want from me?
3. Does it make sense for me? Is this
a strategy that I can sustain?
Developing A Strategy That Works For You

Building Your Strategy - Examples
Tools
● Persona Research
● Keyword Research
● Design Research
● Content Curation
● Content Creation
● Social Research
Budget (tools & paid ads)
● Zero cost
● $300-500/monthly
● $1,000-1,400/monthly
Schedule
● Quarterly
● Monthly
● Weekly
● Daily
● Social Scheduling
● Social Engagement
● Influencer Research
● Website Auditing
● Reporting
● Task Management
Marrying your marketing stack with your customer journey.

A Digital Marketing Success Story

https://www.youtube.com/yt/advertise/case-study-missouri-star-quilt-co.html

https://www.reddit.com/r/Entrepreneur/comments/2uiq4n/our_facebook_ad_success_story

Omnichannel marketing
https://blog.hubspot.com/marketing/omni-channel-user-
experience-examples#sm.00061jtz06imcw0102v1j8atonf5h

https://moz.com/blog/agile-marketing-whiteboard-friday

Building Your Strategy
Your Schedule
Your Budget
Your Martech Tools
Laying out your plan

When creating your marketing strategy you must make
a commitment to a weekly schedule that matches your
monthly goals.
At the bare minimum you should commit 7-10 hours a
week on marketing.
That’s an hour and 45 minutes a day spent on
average building your business and reaching your
customers!

Session 1
SEMrush $99
BuzzSumo $79
Trello Free
Google alerts Free
Disover.ly Free
Google Advanced Search Free
Session 2
Makemypersona.com Free
Thesaurus.com Free
Google spreadsheets Free
Ubersuggest Free
KeywordShitter Free
Tagboard Free
Hashtagify Free
google.com/news Free
Scoop.it Free
Use The Tools
Session 3
Wayback Machine: https://archive.org Free
Longtailpro.com $297/annually
Sprout Social $99
Google Analytics Free
Paletton.com Free
Htmlcolorcodes.com/color-picker Free
pictaculous.com Free
colorcombos.com Free
OnPage: en.onpage.org/product/tour $120
Moz $99
Google Webmaster Tools Free
Headline analyzer: aminstitute.com/headline Free
Grammarly.com Free or $140 (blogging and social)
BuzzStream.com $24
FollowerWonk: moz.com/followerwonk/pro $29
Session 4
Google Trends Free
Answerthepublic.com Free
Facebook Pages Manager
Mobile App Free
Session 5
Buffer Free
Tweetdeck Free
Trendsmap.com Free
Ritetag.com $49/annually
Later.com Free
Session 6
Google Keyword Planner
Tool Free
WooRank Free

Use The Tools
Function Tool Cost
Content Creation Grammarly Free or $140
Content Curation BuzzSumo $79/monthly
Content Creation Answer The Public Free
Content Curation Google Adv. Search Free
Content Curation Google Alerts Free
Content Curation Google News Free
Content Curation Google Trends Free
Content Creation Headline Analyzer Free

Use The Tools
Function Tool Cost
Content Curation Scoop.It Free
Design Research Color Combos Free
Design Research Html Color Picker Free
Design Research Paletton Free
Design Research Pictaculous Free
Design Research Wayback Machine Free
Influencer Research (Bloggers) BuzzStream $24/monthly
Influencer Research (Twitter) FollowerWonk $29/monthly

Use The Tools
Function Tool Cost
Keyword Research Longtail Pro $297/annually
Keyword Research OnPage $120/monthly
Keyword Research Moz $99/monthly
Keyword Research SemRush $99/monthly
Keyword Research Keyword Shitter Free
Keyword Research Thesaurus.com Free
Keyword Research Ubersuggest Free
Keyword Research
Google Keyword
Planner Tool Free
Persona Research Make My Persona Free

Use The Tools
Function Tool Cost
Reporting Google Analytics Free
Social Engagement Discover.ly Free
Social Engagement Facebook Pages Manager App Free
Social Engagement TweetDeck Free
Social Research Sprout Social $99/monthly
Social Research Ritetag $49/annually
Social Research Tagboard Free
Social Research Hashtagify Free

Use The Tools
Function Tool Cost
Social Scheduling Sprout Social $99/monthly
Social Scheduling Buffer Free
Social Scheduling
(Instagram) Later Free
Task Management Trello Free
Task Management Google Spreadsheets Free
Website Auditing Google Webmaster Tools Free
Website Auditing WooRank Free

Start off with planning your monthly goals
Months 1-3
● Persona Research
● Keyword Research
● Design Research
● Content Creation
● Social Research
● Marketing Education
● Task Management*
*Without this your strategy won’t
work!
Months 3-6
● Social Scheduling
● Social Engagement*
● Website Auditing
● Reporting Starts
*The most challenging part of the
second quarter...
Months 6-12
● Influencer Research
● Hiring freelancers
● Paid social should begin
● A/B Testing*
*Incorporating experiments to optimize your
website and messaging across all channels.

Implement Your Weekly Plan
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
Keyword
research*
Social
Scheduling
Social
Scheduling
Marketing
Edu.
Marketing
Edu.
Influencer
outreach
Reporting*
Content
Creation
Social
media
engagement
Social
media
engagement
Social
media
engagement
Social
media
engagement
Social
media
engagement
Task
Management
Content
Creation
Content
Curation
Content
Creation
Content
Curation
Content
Creation
Content
Curation
Website
audit*
Design
Research*
Influencer
Research
Persona
research
Influencer
Research
Persona
research
A/B Test
planning or
implementing
Additional
Research
*Once a
month

A Practical Plan: A B2C Example
1st Tier Channels 2nd Tier Channels 3rd Tier Channels

A Practical Plan: A B2B Example

A Practical Plan: An E-
Commerce Example

Choose Your Marketing Stack: A Low Cost Example
Free - $300 Monthly Spend
Content Creation Grammarly Free Content Curation Scoop.It Free
Content Creation Answer The Public Free Content Curation BuzzSumo* $79/monthly
Content Curation
Google Advanced.
Search Free Design Research Color Combos Free
Content Curation Google Alerts Free Design Research Html Color Picker Free
Content Curation Google News Free Design Research Paletton Free
Content Curation Google Trends Free Design Research Pictaculous Free
Content Creation Headline Analyzer Free Design Research Wayback Machine Free
Influencer Research (Bloggers) BuzzStream $24/monthly Keyword Research SemRush* $99/monthly
Keyword Research Moz* $99/monthly Keyword Research Keyword Shitter Free

Choose Your Marketing Stack: A Low Cost Example
Keyword Reseach Thesaurus.com Free Social Research Tagboard Free
Keyword Reseach Ubersuggest Free Social Research Hashtagify Free
Persona Research Make My Persona Free Social Research Trendsmap Free
Reporting Google Analytics Free Social Scheduling Buffer Free
Social Engagement Discover.ly Free
Social Scheduling
(Instagram) Later Free
Social Engagement
Facebook Pages
Manager App Free Task Management Trello Free
Social Engagement TweetDeck Free Task Management Google Spreadsheets Free
Website Auditing WooRank Free Website Auditing Google Webmaster Tools Free
Free - $300 Monthly Spend
*Optional or Alternatives,
these costs do not account for paid
advertising efforts.

Choose Your Marketing Stack: A Moderate Cost Example
$420 - $550 Monthly Spend
Content Creation Grammarly $140 Content Curation Scoop.It Free
Content Creation Answer The Public Free Content Curation BuzzSumo $79/monthly
Content Curation Google Adv. Search Free Design Research Color Combos Free
Content Curation Google Alerts Free Design Research Html Color Picker Free
Content Curation Google News Free Design Research Paletton Free
Content Curation Google Trends Free Design Research Pictaculous Free
Content Creation Headline Analyzer Free Design Research Wayback Machine Free
Influencer Research
(Bloggers) BuzzStream $24/monthly Keyword Reseach Longtail Pro* $297/annually
Influencer Research
(Twitter) FollowerWonk $29/monthly Keyword Reseach OnPage* $120/monthly

Choose Your Marketing Stack: A Moderate Cost Example
$420 - $550 Monthly Spend
Keyword Research Keyword Shitter Free Social Engagement Discover.ly Free
Keyword Research Thesaurus.com Free Social Engagement
Facebook Pages
Manager App Free
Keyword Research Ubersuggest Free Social Engagement TweetDeck Free
Persona Research Make My Persona Free Social Research Ritetag $49/annually
Reporting Google Analytics Free Social Research Tagboard Free
Social
Research/Social
Scheduling Sprout Social $99/monthly Social Research Hashtagify Free
Social Scheduling
(Instagram) Later Free Social Research Trendsmap Free
Task Management Trello Free Website Auditing
Google Webmaster
Tools Free

Choose Your Marketing Stack: A High Cost Example
Integrated Digital Marketing Platforms
These costs do not account for paid
advertising efforts

Types of Content

How to begin your digital
marketing efforts after this
class?
Watch this video:
https://www.youtube.com/watc
h?v=Q5jiifErFEE

Digital Marketers To Learn From
Michael StelznerRobert Rose Joe Pulizzi Rand FIshkin

Maurice Bretzfield Kenny Soto
bretzfield@scorenyc.org soto@scorenyc.org
SCORE NYC
Resource Volunteer
Digital Marketer
linkedIn.com/in/KennySoto
SCORE NYC
Certified Business Mentor
Digital Marketer
linkedin.com/in/bretzfield
Connect
With Us

Thank You... To You!

Digital Marketing Master Class Session 6-A

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