This document provides an overview of digital marketing strategies including websites, search engine optimization (SEO), social media, and email marketing. Websites are important for housing business information and driving inbound leads. SEO involves on-site factors like keywords and meta information to improve search engine rankings. Social media provides benefits like increased brand awareness and sales when used properly. Email marketing yields high returns but requires building an engaged subscriber base. Overall success is measured through analytics tools provided by Google.

1. Digital Marketing 101
Presented by:
Hugh Garrett

2. Foundations of Internet Marketing
• Website
• Search Engine Optimization
• Social Media
• Email Marketing

3. Changing Marketing Approach

4. Websites

5. Why Are Websites Important?
• Home for all business information
– Products and services
– Staff and company history
– Location(s) and contact information
• Your 24/7/365 salesman
• Drive business through inbound marketing
• Drive business by using website URL in “traditional
marketing” mediums (print, billboard, etc.)

6. Good or Bad?Stock duck?
What?
Just no.

7. Good or Bad?Clean and
concise
navigation
Calls out
main focus
Highlights
benefits
Leads into
the rest of
the site

8. Elements of “Good” Website Design
• Clean design with eye-catching graphics
• Clear and intuitive navigation
• Informative (and original) content
• Mobile responsive/mobile version of site

9. Emergence of Mobile

10. Responsive Web Design

11. Future of Mobile
• Google will be rolling out a “Mobile-Friendly”
algorithm on April 21st
– “Yes or No” test– either mobile-friendly or not
– Will display different rankings for desktop and
mobile searches
– Test your site: https://www.google.com/webmasters/tools/mobile-friendly/

12. Best Practices for Website Content
• 300 – 400 unique words per page
• Proofread!
• Keep it interesting
– Use subheadings
– Utilize bullet points
– Helpful graphics
• One page per topic/service area/product
• Write for people, not for search engines

13. Search Engine Optimization (SEO)

14. Why is SEO Important?
• 75% of users never scroll past the first page of
search results
• SEO leads have a 14.6% close rate; outbound leads
(direct mail or print) have a 1.7% close rate
• Search beats social media by 300% when it comes to
driving traffic to websites

15. On-Site Ranking Factors

16. Keyword Research
• 2- 3 keywords per page
– Choose based on page relevance
– Use Excel to “map” keywords to pages
• Mix short and long-tail keywords
– Short: “Digital cameras”
– Long: “Canon power shot digital camera”

17. Meta Information
• Page Title

18. How Meta Information Appears in Google
Page Title
Meta
Description

19. Benefits of Blogging
• Google LOVES fresh content
• Blogs = more pages indexed
• More pages indexed = more traffic
• More traffic = more leads
• More leads = more business!

20. Blogging Ideas
• Company news
– Announce a new client/division
– Interview a new hire
• Industry news
• How-to guides
• Top 10 lists
• Photos around the office

21. Ever Wonder How This Happens?

22. Improving Local SEO
• Add photos and videos to your listings
• Encourage your customers to leave reviews on your Google+
Local page
– Don’t post fake reviews
– Don’t remove negative reviews (respond to them)
– Don’t post negative reviews about competitors

23. Social Media Marketing

24. Benefits of Social Media for Business
• 64% of Twitter users and 51% of Facebook
users are more likely to buy the products of
brands they follow online.
• 50% of shoppers have made a purchase based
on a recommendation through a social media
network
• Facebook shares have the greatest influence
on Google search rankings in the U.S.

25. Facebook’s Algorithm

26. Beating the System
• Posting once per day? Not anymore.
– Shoot for 3-4 posts per day
– Only post when you have something of value
• Photos and videos are Facebook gold.
• #UseButDoNotAbuseHashtags
– #OnlyOneorTwoPerPost
– #NoIrrelevantHashtags
• Consider using Facebook ads

27. Building a Fan Community
• Like/follow other businesses on
Facebook/Twitter
– Respond to and/or share their content
– Reach out to partner for cross-promotion
• Don’t just share your own content
– Share links within your industry
– Tag authors/publishing brands
• Talk TO your fans, not AT them

28. Email Marketing

29. Email Marketing is NOT Dead
• Email marketing yields an average 4,300%
return on investment for businesses in the
United States.
• For every $1 spent on email marketing, the
average return on investment is $44.25.
• 95% of those who opt into email messages
from brands find these messages somewhat
or very useful.

30. Building a Qualified Database
• NEVER buy an email list
• Place an email newsletter signup form on your
website
– Place in a prominent location
– Promote in blogs and on social media
• Give people a REASON to receive your emails

31. Crafting an Email
• Short and concise subject
• Content ideas
– Use recent blogs posts from your site
• Drives traffic back to your website
• Summarize 3 – 4 blog posts, include images, and link each
back to your website
– Share a new page on your site (new products,
services, etc.)
• Include social media links (with
giveaways/contest information)

32. Measuring Success

33. Google Analytics

34. Dashboard
Who
How
What

35. Audience

36. Audience (cont.)

37. Acquisition

38. Behavior

39. View this Presentation Online:
www.PinnacleCreativeMarketing.com/Digital-Marketing-101
Contact:
Hugh Garrett
HGarrett@PinnacleNS.com
(843) 662-1581 Ext: 1004