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Marketing in the Digital Era
The document outlines essential strategies for effective digital marketing, emphasizing the importance of SEO, content quality, and user experience. It presents ten key ingredients for success in the digital landscape, including keyword strategy, analytics, and a strong online presence through various platforms. The guide stresses the need for marketers to evolve and adapt to consumer behaviors and digital tools to optimize their marketing efforts.
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Marketing in the Digital Era
- 1. Marketing in theDigital Era Scott Mowery Search & Online Marketing Manager Cleveland Clinic April 12, 2012
- 3. The Lines AreBlurring Search Engine Optimization (SEO) Web Analytics Paid Search (PPC) Email and Marketing Integrated Online Media (Display, Automation Digital Affiliates, etc.) Marketing Creative, Content Social Media and Website Development
- 4. Don’t Be aOne-Trick Pony Well-Rounded Marketers Think Smarter and Move Faster
- 5. The Joy ofCooking Digital Marketing Use These 10 Ingredients…
- 6. Ingredient #1: Make YourSite Accessible to Search Engines
- 7. Search Engine Marketing Increasing visibilityon search engine result pages Organic Results (SEO) Paid Listings (PPC)
- 8. US Search EngineMarket Share Over 18.2 billion total searches per month! Source: ComScore.com totals for Dec. 2011
- 9. Why Consumers UseSearch Engines • “Digital Advice” offers reassurance • Make empowered, informed decisions • Find correct, complete info • 24/7 access • Useful in all stages Awareness of purchase cycle Loyalty Selection Familiarity Consideration
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- 11. There’s More toSearch Than Google…
- 12. Everybody is Partof the SEM Team Marketing Sales IT Copywriters Media Relations Designers Analysts
- 13. Limitations of SearchEngines
- 14. Keep URLs Cleanand Simple http://www.joann.com/storage/scrapbook-storage/paper-organizers/
- 15. Shallow, Logical SiteArchitecture Home Page: Women’s Health Category Page: Women’s Health Conditions Subcategory: Menopause Detail Page: Medical Procedures That Cause Menopause
- 16. Ingredient #2: Develop a Keyword Strategy That Fits Your User’s Needs
- 17. What’s the IdealKeyword? • High volume of monthly searches • Low number of optimized competitors • Provides strong conversion and value
- 18. Keyword Research Basics • Brainstorm ideas for root terms • What’s used by the competition? • Use modifiers, descriptors, extensions • Group into common themes/buckets • Expand with keyword tools • Throw out negative terms
- 19. The Long Tailof SEO Lots of search volume & competition; Low conversion Cancer Limited search volume & competition; Prostate Cancer Higher conversion Prostate Cancer Treatment Chemotherapy Treatment for Prostate Cancer
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- 21. Ingredient #3: Map Keywords to Pages
- 22. Descriptive HTML Textis Necessary How much readable text is on this page?
- 23. Title Tags • #1on-page ranking factor • Unique for each page • Starts with primary keyword phrase • 65 characters or less (incl. spaces)
- 24. Think Like aCustomer Title Tag: “Basketball – Men’s Footwear – Dick’s Sporting Goods”
- 25. Think Like aCustomer
- 26. Meta Description • Engaging, accurate description of page • Unique for each page • Includes primary keyword phrase • Length: 155 characters or less (incl. spaces) • Makes a difference on clickthrough rate
- 27. On-Page Content • Sprinklekeyword throughout page title, body copy, headings and images • Use synonyms/acronyms • Avoid keyword stuffing • Sniff test: read it out loud • Cross-link to relevant pages with keyword-rich links
- 28. Who Cares HowWe Rank for This? Click Here
- 29. “Combo Approach” toKeywords • Total Hip Replacement Surgery • Total Hip Replacement • Hip Replacement Surgery • Hip Replacement • Hip Surgery
- 30. Ingredient #4: Don’t Settlefor Good Content. Make Your Content Great!
- 31. Which Content WouldYou Like? “Good” Content “Great” Content • Satisfies user needs • Exceeds user • Written by a human expectations • Not copied from • Produced by elsewhere outstanding writers and designers • 1-2 pages long • May use video, audio • Free of grammar, and images to spelling and enhance copy punctuation errors • Provides unique • Similar to other sites insights and info • “I have to share this”
- 32. Become a ContentHub Content Sources Content Bank • Coworkers • Industry News/Data • Patients • Unique Research • Competitors • Timely Analysis • News/Media • Product Information • Blogs • Multimedia Content • Social Media • Discussion/Interaction • Vendors • Offers/Promotions • Government • Humor/Human Interest • Events • Presentations/White Papers/Infographics
- 33. Ingredient #5: Boost User Satisfaction with Strong Design and Usability
- 34. First Question YouMust Ask: What do you need your site to do?
- 35. Can Users Answer3 Questions? Where am I? What can I do here? Why should I do it?
- 36. Usability and DesignBasics • Design for people, not search engines • Understand your user’s expectations • Define user needs • Leave a scent • Ask for feedback • Read this book
- 37. Usability Varies byDevice
- 38. Mobile’s Impact isIncreasing
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- 41. Ingredient #6: Makeit Easy for Others to Help You Gain Traction
- 42. Develop Multiplatform Content • Mobile • Video • Audio • Blog • Email • Webinar • Lead Generation
- 43. Two Types ofDigital Marketing Inbound Interruption Marketing vs. Marketing Marketing that Marketing that relies on stops us from earning people’s doing what we interest rather want so it can than buying it sell us stuff we may not need
- 44. Spread it thruInbound Marketing Webinars Blogs RSS Direct Traffic Interviews SEO Q&A Articles Comments Email Research Video Apps White Papers News/Media/PR Presentations Social Media Forums Infographics Podcasts Content Syndication Referral Links Word of Mouth
- 45. Ingredient #7: Winthe Popular Vote with Links & Social Media
- 46. The “American Idol”Effect More inbound links and shares = more votes of authority
- 47. What Makes aGood Link?
- 48.
- 49. Don’t Pay forLinks
- 50. Ingredient #8: Master Web Analytics to Gain Actionable Insights
- 51. Web Analytics 2.0 Clickstream The What Multiple Outcomes Analysis The How Much Experimentation & Testing The Why Voice of Customer Competitive The What Else Intelligence Insights The Gold! Source: Avinash Kaushik, Web Analytics 2.0
- 52. Web Analytics Pointsof Emphasis • Quantifiable outcomes • Segment your data • Fact-based decision making • Actionable insights
- 53. Most Important Metric:Conversions
- 54. Ingredient #9: Develop a Web Analytics Toolbelt
- 55. Google Analytics It’s Freeand Takes 5 Minutes to Install – Google.com/Analytics
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- 57. Google Places forBusiness N A P http://www.google.com/placesforbusiness
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- 61. Track Keyword Rankings http://www.brightedge.com
- 62. Ingredient #10: Build a Better Mousetrap
- 63. Examples of DesiredBehaviors • Complete a form • Connect • Opt-in • Download • Site Engagement • Free Trial/Sample • Share • Go to a store • Join •Buy
- 64. Always Ask Yourself: …andthen what?
- 65. Internet Funnel Digital Consumers Attract: Visit Site from Google Engage: Positive Site Experience Convert: Lead Generation Buy: Customers/Sales
- 66. Lead Nurturing thruDrip Emails
- 67. Don’t Be Afraidto Fail Faster
- 68. Conversion Rate Optimization: Discover| Test | Measure | Repeat • Ad Creative • Geotargeting • Photos • Page Length • Videos • Calls to Action • Lead Generation • Promos/Offers • Webinars • Email Newsletters • Infographics • Blog • Slideshows • Apps • Testimonials • Checkout
- 69. Landing Pages • CTA:Downloadable treatment guide and trackable phone # • Track visits, leads and ad spend to keyword level • Lead receives follow up email(s) • Match leads to customers and sales
- 70. Sample Landing Pages ValveSurgery Epilepsy Breast Cancer
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- 73. Unbounce Online MarketingGuide http://try.unbounce.com/noob-guide-pdf/
- 74. More Recommended Resources •Cleveland Web Association (webassociation.org) • SEOmoz.org blog - SEO Beginners Guide: http://bit.ly/GzNAaZ • Search Engine Land & Marketing Land • Mashable.com • MarketingSherpa.com • Google blogs and HowToGoMo.com • Avinash Kaushik • Pinterest Infographics • “An Hour a Day” Books by Sybex • Twitter hashtags - #sem, #seo, #ppc, #ganalytics, #email
- 75. Thank You! Scott Mowery Search & Online Marketing Manager Cleveland Clinic mowerys@ccf.org @scottmowery