This document provides an overview of a workshop on maximizing digital marketing efforts. The workshop covers topics like search engine optimization, analyzing website traffic, online advertising, and collaborative marketing strategies. Attendees can expect to learn about free SEO tools, best practices for search and website structure, claiming their business on directories, using analytics to understand traffic, the anatomy of search engine results pages, and metrics for evaluating online advertising. The goal is to provide strategies to increase traffic and engage customers across different digital channels in an integrated way.

1. Presented by:Raul Vielma561-820-4277rvielma@pbpost.comMaximize, Measure & Make Digital Work for YOUApril 8,2011RealSolutions.PalmBeachPost.comJohn Garcia561-820-4296jgarcia@pbpost.com

2. What you can expect to get out of this workshopFree toolsThe ins and outs of searchWays to get your business a better position in search resultsBasic analytics to understand your business/industryTraffic terminology/sourcesWebsite reviewStrategies to increase traffic to your siteOnline display advertising working for youMetrics for success22

3. Maximize free toolsFree blogsSee how you compareFree web analyticsFree websites/blogs33

4. searchWhy AnatomyClaim your businessMeasure traffic44

5. Search Engine Marketing (SEM)The most-used search engine sites give you access to 93%of the West Palm Beach DMA adults online every month.5Source: 2010 Scarborough Report, Release 2

6. The Anatomy of a SERP (Search Engine Results Page)Pay Per Click = SEMGoogle MapsOrganic = SEOPay Per Click = SEM6

7. SEO TipsKeep URLs short: No more than 255 charactersMake navigation easy: Along the top or top & leftAvoid too many clicks: No more than 4 clicks away from homepageFlash: use sparingly (doesn’t show up on mobile device)More info the better: at least 200-250 words of content7

8. SEO Audit ToolsXinu Returns – a free web based SEO audit toolDataopedia – a free web based SEO audit tool – with some competitive dataYellowpipe Viewer – view your site through the eyes of a spiderLink Examiner – an application that will crawl your site and find broken links, redirects and moreGoogle Webmaster Tools – provides detailed reports about your pages’ visibility on GoogleSEObook – a firefox plug-in tool provides a holistic view of your competitive landscape of search results8

9. Relevancy & Ad PositionRelevanceWillingness to PayAd Rank Which Denotes Ad PositionX=Quality Score is determined by a combination of factors including:Click-through-rate (clicks divided by impressions)Keyword and ad text relevanceLanding page qualityMaximum Cost per Click is the highest dollar amount an advertiser is willing to pay for one click on their ad.Quality ScoreMax Cost per Click99

10. Ten places to claim your businessGoogle places: http://places.google.com/businessBing Local: http://ssl.bing.com/listings/Listingcenter.aspxYahoo! Local: http://Listings.local.yahoo.com/basic.phpYelp!: https://biz.yelp.com/claimingFourSquare: http://foursquare.com/business/Ask: http://www.ask.com/localCitySearch: http://national.citysearch.com/profile/add_business.YellowPages.com (Improve Your Listing): http://www.yellowpages.com/listing_feedbackLocaleze: http://webapp.localeze.com/extranet/sign-up.aspxKudzu: https://register.kudzu.com/packageSelect.do10

11. Claim your business on Google11

12. Google Analytics12Features: Advertising ROI

13. Visualize Data

14. Customize reporting

15. Multimedia Tracking12

16. Traffic Metrics 1313

17. Traffic Sources1414

18. Look at your competitionUsing sites like compete.com, you can see how your site is doing compared to your competition.15 Source: compete.com

19. The New Shopping Paradigm80%of consumers have used the Web for researching information about products and services1yet only…8%of retail sales occur online21616Sources: 1Forrester State of Retailing Online 2010; 2US Online Retail Forecast 2010 to 2015

20. websiteWhyYour business partnerQuestions to askStrategies to enhance17

21. A great user experience pays offVisitors who report great user experience are:It has been said that…“Bad home pages (or landing pages) are where good leads go to die” 182x4xas likely to return to your siteas likely to report enhanced brand opinion4xas likely to report higher future likelihood to purchase A great user experience builds trust and rapport even before you ever do business18 Source: compete.com

22. Have you met your business partner?Your website is working 24/7 to:Facilitate business transactionsGenerate leadsEncourage prospectsBuild your brandLosing market share in the digital world quickly translate into “real” market share loss.1919

23. Asking the fundamental questions1.What is this website offering?2.How does this site satisfy my needs?Search/ResearchShop/CompareSupport3.Now what?What do I doWhere do I goWhat do I read2020

24. Website designed to meet visitor needs2121

25. Take the test?Volunteer from the audience who would like to have their website evaluated based on the previous points.1.What is this website offering?2.How does this site satisfy my needs?Search/ResearchShop/Compare3.Now what?SupportWhat do I doWhere do I goWhat do I read2222

26. Strategies to differentiate yourselfgenerate leads and grow your audienceNewslettersAccount / Log-in / Personalization!Online only specials / coupons (ex. sephora, chuck-e-cheese)Download brochure (IKEA)Special invitations, VIP offersReferral programsSocial networking (facebook, twitter)Interactive location map/store locatorGive them a reason to give you their contact information.2323

27. Online advertising and DisplayBenefitsTermsExamplesMetrics for Success2424

28. Benefits of Online AdvertisingGuaranteed delivery – rates are based on how often your ad is seen

29. Brings users within ONE click of your website and information

30. Expands your audience reach

31. Measureable, trackable and beyond the click benefits

32. Flexible, dynamic and efficient

33. Branding Opportunities2525

34. My ad was delivered, now what?Four things can happen once an ad is deliveredIgnoredClicked onInteracted withRememberedMake message/creative impactfulMake sure where they land is effectiveMake the experience informativeKey word is view-through26

35. Metrics for successKey indicators for ad effectiveness27

36. How valuable is online advertising?Online study conducted by ComScore of 139 campaigns demonstrated the value of online advertising beyond the actual “click”.In a four week period: Lift of 46% to advertisers web site Increase of 38% in search using advertiser’s branded terms Boost of 27% in online sales Additional 17% likelihood of buying at the physical store2828Source: Comscore – How online advertising works: whither the click? Dec. 2008

37. Wrapping upSummary of topics10 tips for SearchDisplayCollaborative MarketingNext Time2929

38. Download CompleteClaim your business to achieve better position in search resultsMonitoring your site trafficOptimize your website with the visitor in mindPick a strategy to make your website stand outExtend your advertising to include online displayPay attention to ad results beyond the number of clicks3030

39. Download Complete: Search 3131

40. Download Complete: Online Advertising3232

41. Collaborative MarketingThe most successful websites combine a strategic mix of media vehicles that will reach your target audience. The key is to think it all through so the multiple channels work well together. integration, integration, integrationDisplay in print/onlineSearchMobileSocial media3333

42. Next time – Friday, April 15thThink Outside the Banner What’s New & What’s Next32Adoption of mobile devices

43. Mobile Terms you need to know

44. Who and what of mobile usage

45. Mobile influence onconsumers

46. Social MediaQUESTIONS?To download presentation go to: bit.ly/DDseries2

47. HomeworkEvaluate your existing mobile/social effortsTake a look at your site on a mobile deviceAsk friends, family, employees about their mobile or social media habitsLook at competition marketing – are they using social media in their strategies35

48. What’s next from The Palm Beach Post36Understand and capitalize on consumer buying habitsSAVE THE DATETuesday, May 17th8:30am – 12 pmPalm Beach Photographic Centre