Centennial Barn Advanced Techniques - Week 4


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Centennial Barn Advanced Techniques - Week 4

  1. 1. Digital Marketing Lunch and LearnAdvanced Digital StrategiesMetrics Analysis<br />Class 4<br />
  2. 2. Creates awareness of brand/products/services<br />Drives quality traffic<br />Builds links<br />Helps search rankings<br />Cyclical process<br />Increases ROI<br />Enhance Your Digital Strategy<br />
  3. 3. Email Marketing<br />Blogging<br />Press Releases<br />Coupons and Deals<br />Local Search<br />Social Media<br />Affiliate Marketing<br />Contests and Sweepstakes<br />PPC (AdWords, Facebook Ads)<br />Mobile Marketing<br />Beyond SEO: Additional Digital Strategies<br />
  4. 4. Email Marketing<br />Strategies<br />Newsletters<br />Surveys<br />Promotions<br />Share Coupons<br />Grow Social Network<br />News and Events<br />Tips<br />Collect Addresses<br />Form on site<br />Fishbowl<br />Email sign up at event<br />Submit email to enter a contest<br />Be transparent and offer Opt-Out<br />Segment lists<br />Generate targeted campaigns<br />
  5. 5. Reach out to popular bloggers in your niche<br />Form a relationship<br />Ask for a review/article<br />User generated content<br />Ask community for advice<br />Add valuable comments and links on other blogs<br />Only comment with valuable content<br />Blogging<br />
  6. 6. Use keywords in headline, summary, body, text links<br />Use long tail keywords in summary, body<br />Go beyond the copy: Include video, images<br />Enable social sharing<br />Include call to action<br />Include trackable links<br />Reach out to relevant press contacts<br />Make sure PR links back to your site<br />$200 PR Web<br />Press Releases<br />
  7. 7. Track it<br />Think beyond the first coupon<br />Offer customer loyalty program<br />Encourage repeat business<br />Generates awareness for new location/new business<br />Generates awareness for new product launch<br />Watch analytics for traffic spike<br />Coupons and Deals<br />
  8. 8. Review Strategy Tips<br />Create page on site, link the page to review sites, include instructions, send people to that site<br />Ask for reviews in social sites<br />Ask for reviews in person<br />Ask for reviews in a note on monthly bill<br />“Thank you” for good reviews<br />Find out which sites your competitors are getting reviewed on<br />Get reviews on multiple sites<br />Respond to ALL bad reviews – improves reputation. Take the high road. Fix it. Learn from it.<br />Use reviews to become better at what you do.<br />Local Search<br />
  9. 9. Can I make a cut of products/services I refer people to?<br />A good way to monetize ideas<br />Promote what you already love<br />Use trusted and well recognized networks:<br />Commission Junction<br />Linkshare<br />ShareASale<br />PepperJam<br />Google Affiliate Network<br />Affiliate Marketing<br />
  10. 10. Attracts fans to social networks<br />Helps build qualified email list<br />Helps build brand recognition<br />Encourages social sharing<br />Know the rules of promotions within social networks<br />Builds user generated content<br />Get sponsors to donate prizes<br />Release content during heavy promotion<br />Notify community of the winner<br />Contests and Sweepstakes<br />
  11. 11. Which Promotion is Right For You?<br />Reach Your Entire Audience<br />Spectators – Increased brand awareness<br />Joiners – Comment, vote, & share<br />Creators – User generated content<br />
  12. 12. Google AdWords<br />Facebook Ads<br />Only 50% see AdWords ads<br />Only 20% click them<br />Saturate the search results page<br />Learn what keywords convert best<br />Instant vs. gradual with organic<br />Pay Per Click<br />
  13. 13. Know difference between app and site<br />Mobile marketing campaigns<br />Opt In text messaging<br />Holiday text message offers<br />Alerts, updates and reminders<br />Coupons<br />Voting<br />QR Codes<br />Place on business card<br />Link to a phone number<br />Reward for joining Facebook page<br />Join email list<br />Find mobile usage and most popular networks<br />Mobile Marketing<br />
  14. 14. Mobile Marketing: Know Your Audience<br />
  15. 15. Identify Key Performance Indicators<br />Network Size / Subscribers<br />Active vs. Total Members<br />New vs. Repeat Blog Commentators<br />Quantity / Quality of Comments<br />Conversions<br />Contacts<br />Coupon redemption<br />Leads / Sales<br />Brand Mentions<br />Long Tail Keywords<br />Search Engine Traffic<br />Referrer Traffic<br />Analytics<br />
  16. 16. Analytics<br />
  17. 17. Site usage metrics. What do they mean?<br />Visits – The number of visits received by your site. <br />Pageviews – Total number of pages viewed on your site -general indicator of how much your site is used.<br />Pages/Visit – Average visit in terms of pageview. The higher the number means your visitor interacts heavily with your site.<br />Bounce Rate – Percentage of single-page visits - visitor leaves from the entrance page<br />Avg. Time on site – Average amount of time your visitors spend on your site.<br />New Visits – The percentage of new visitors your site attracts.<br />Analytics<br />
  18. 18. Analytics: Traffic Sources Overview<br />
  19. 19. Direct Traffic – Types in your domain name or visits by a bookmark.<br />Referring Sites – Traffic from other sites (links).<br />Search Engines – Traffic from search engines.<br />Analytics: Traffic Sources Overview<br />
  20. 20. Customize dashboard<br />Create custom reports<br />Export reports<br />Get monthly emails<br />Analytics<br />
  21. 21. Filter Keywords<br />Non-paid | total | paid<br />Excluding brand name – identify theme based traffic<br />Containing brand name – identify brand recognition<br />Containing root term<br />Analytics<br />
  22. 22. Analytics: Filter Keywords<br />
  23. 23. Compare Dates<br />Month to month <br />Time of year, to determine seasonality<br />Analytics<br />
  24. 24. Exclude internal traffic from your reports<br />Whatismyip.com<br />http://bit.ly/IPfilter<br />Analytics<br />
  25. 25. PPC gets you ranked higher in organic<br />Keywords in meta keywords tag gets you ranked higher<br />Keywords in the domain gets you ranked higher<br />Multiple domains helps you rank better<br />Paid links help you rank better<br />All paid links are bad<br />SEO is a one time fix<br />“My market isn’t using social media”<br />SEO is a function of IT<br />Common SEO Myths<br />
  26. 26. Allison Kulage<br />(513) 402-2735<br />allison@bareknucklestrategy.com<br />BareKnuckleStrategy.comBareKnuckleStrategy.com/blog facebook.com/BareKnuckleStrategy Twitter @BareKnuckleMktg<br />linkedin.com/in/allisonkulage<br />Thank you!<br />