Learn the latest trends in digital marketing from SEO and SEM, to content marketing and integrated marketing communications.

1. AMA in the AM
Digital Marketing Strategy 101 –
Back to Basics

2. Digital Marketing Simplified
Acquire Convert Engage

3. Strong Website
Get the right users.
Ensure they enjoy it.
Make sure it works.

4. Digital Marketing

5. User Experience

6. Technical Details

7. Without all the pieces…

8. Before you start
Business model.
Audience.
Framework.
Story.

9. Business Model

10. Audience

11. Framework
Population
Target
Audience
Prospects Customers Loyalty

12. Know your story

13. CYA
Focus on goals.
Always be testing.
Don’t ignore offline.

14. The RIGHT metrics

15. Test. Test. Test.

16. Remember to Mix it Up

17. …or…

18. SEO & SEM
What you need to know.

19. SERPs = Answers
• Algorithms sort by relevance and rank by popularity
• 1,000s of variables
• User-specific results
• SERP Listing:

20. SERP Page

21. Focus on users
• Content for audience, not search engines
• Have clear hierarchy
• Include relevant links
• Quick load time
• Readable URL structure

22. Behind the scenes
• Meta data
• Alt tags
• Avoid content in images, flash, etc.

23. How people use search engines

24. General Process
1. Needs information
2. Formulates thoughts into a query
3. Enters query to a search engine
4. Browses results
5. Picks a link
6. Scans page for solutions
7. Unsatisfied goes back to search
8. Refines query for more information

25. Typical Queries
• Do - Transactional
– Buy tickets
– Listen to a song
• Know - Informational
– Find information
• Go - Navigational
– Use to get somewhere, ex. NFL.com homepage

26. Limits of Search Engines

27. On the run
• Always changing
– Algorithm regularly updated
– Customizing based on users
• Can’t login
– Content behind walls
• Easily confused
– Duplicate pages
– Base link structure
– Too many links is overwhelming

28. Can’t Read Design

29. Ensure Google Can Read
• Alt tags on images
• Include transcripts for videos
• Supplement flash or Java plugins
• Supplement search boxes with navigation and crawlable
links
– Anatomy of a link
• <a href=http://www.site.com/>anchor link</a>

30. Play Nice
• Don’t be a bully
– Stuffing keywords
– Irrelevant links
– Scrapping content
• Follow the crowd
– Give it something to talk about, new content
– Social sharing value
– Know it picks favorites
• Make friends
– Get links

31. Good On-Page Optimization
• Broad keyword use in page title
• Accessible to search engines
• Only one canonical URL
• Avoid keyword stuffing in document,
title, and URLs
• Avoid multiple page title elements
• Exact keyword use in page title
• Keywords in meta description
• Sufficient characters in content
• Use static URLs
• Sufficient words in content
• Use meta descriptions
• URL uses only standard characters
• Keyword in image alt attribute
• Exact keyword used in document at least once
• Use keyword in URL
• Keyword placement in page title
• Avoid too many internal and external links
• Minimize URL length
• Optimal page title length
• Only one meta description
• Optimal use of keywords in H1 tags
• Use external links
• Optimal meta description length
• Include a Rel Canonical tag

32. Keywords

33. Play Nice
• You can’t buy rankings
• Search engines are getting smarter, learn with them
• It’s an ongoing battle
• You can get blocked
• It’s hard to come back

34. Long tail vs. Short tail

35. Start with yourself
• Is it relevant?
• Will users be happy with the results?
• Will users who care benefit from our efforts?

36. Analyze Metrics
• Ad reaches 5,000
• 100 clicks
• 3 converted for $300 profit (not revenue)
• Means each visitor is worth $3 to your business
• Find out possible click-through rate for #1 ranking
• In this case 18-36%
• With 5,000 reached, 900-1800 visits per day
• At $3 per visitor = $1-2 million per year

37. Search Engine Marketing

38. Variations
• Search
• Display
• Remarketing
• Mobile

39. Setting Up Account
Campaign
(Specific
Goal)
Ad
Group
Ad
Group
Ad
Group

40. Example
Sell more
coffee
Gourmet
coffee beans
Shade-grown
and organic
coffee
Organic
coffee
Natural coffee
Flavored
coffee beans
Vanilla coffee
Hazelnut
coffee

41. Now What
• Writing strong ads
• Landing pages
• Conversions
• Own your branded searches
• Prevent news outlets/other sites from controlling your story
• Make it easy to find everything

42. What is content marketing?

43. Content Marketing
• Any marketing that involves developing content to
acquire and retain customers
• Distributed through a variety of channels
• Very time consuming
• Use to guide through sales process
Awareness Consideration Research Validation Purchase Loyalty

44. Process
Plan
Develop
Distribute
Measure

45. Challenges
• Being engaging
• Producing enough
• Budget
• Understanding ROI
• Lack of executive buy-in
• Producing variety

46. Too much for an hour
Keep learning through Towson University’s
continuing education digital marketing program.

47. Things We Skipped
• More details on everything covered
• Understanding your audience
• Planning a campaign
• Setting a budget and schedule
• Choosing outlets
• Evaluating effectiveness
• Reputation management
• …and that’s just my class.

48. Course Overview
• Three courses:
– Digital marketing strategy
– Web and mobile design, usability and optimization for the
practitioner
– Conversion optimization for the practitioner

49. Details to know
• Class at Towson University building
• Free parking
• Each class:
– Twice a week for three weeks
– Monday and Wednesday 6-9
• February 15 to April 13
• No homework
• Tuition: $2,599

50. Find out more & register
continuingeducation.towson.edu/digital-marketing
Jennifer Dodson
Chief Creative Officer
Adashmore Creative
jennifer@adashmorecreative.com
410-252-7879