Digital marketing master class session 1

Maurice Bretzfield Kenny Soto
bretzfield@scorenyc.org soto@scorenyc.org
SCORE NYC
Resource
Volunteer
Digital Marketer
SCORE NYC
Certified Business
Mentor
Digital Marketing
Evangilist © Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.

Digital Marketing Masterclass
About
● Not for profit 501(c)(3) Volunteer Organization
● Resource partner of the U.S. Small Business Administration
(SBA)
● Over 340 Chapters and 11.000 Volunteer Mentors Nationwide
● 70+ Mentors in NYC
● FREE and Confidential Business Counseling available to
anyone.
SCORE NYC
26 Federal Plaza, Room 3100
New York City , NY 10278
(212) 254-4507
ask@scorenyc.org

Digital Marketing Masterclass Series
For SCORE NYC
Session 1 - January 14, 2017
Session 2 - February 4, 2017
Session 4 - March 4, 2017
Session 5 - April 15, 2017
Certificate of Completion
of The Digital Marketing
Masterclass from
SCORE NYC.
If you paid $99 for
today you can still get
the subscription rate
of $350 and attend
the next 4 sessions
Pay today $251

What You’ll Learn
Session 1 - January 14, 2017
● The Marketing World In 2017 - Touchpoints, Devices, Storytelling and Experience
● Moore’s Law, Exponential Change, and the World of Martech
● The Four Commandments of Digital Marketing
● Listening As A Strategy (SEMRush, SproutSocial)
● Understanding The Buyer’s Journey
● Creating A Content Strategy
● Analytics, Metrics and Reporting
● Creating A Content Marketing System

What You’ll Learn
● Review Session 1
● Site Design - Mobile and Desktop including Schema, Landing Pages, Security, <H>,
URLs, Page Titles, CTAs, Audit, Meta Description, ALT Tags, Robots Text, XML
Sitemaps, Custom 404, Load Time, SSL Secure, W3 Compliance
● SEO - An Overview Including MarTech
● Google Webmaster & Search Console
● Keyword Research, Long Tail Keyword Phrases, and Creating a Semantic Core
(Ubersuggest, SEMRush, Google Keyword Planner Tool).
● Working With Analytics - From Insight to Action

What You’ll Learn
● PPC Best Practices, Google AdWords
● Paid Media Best Practices
● Twitter Best Practices
● LinkedIn Best Practices
● SnapChat, Music.ly, and more
● MarTech for Social
● ECommerce xxxxxx

What You’ll Learn
Session 4 - March 4, 2017
● Facebook Best Practices
● Instagram Best Practices
● Influencer Marketing
● Community Management
● MarTech for Social
● Live Video
● Email Marketing & Email Workflows

What You’ll Learn
Session 5 - April 15, 2017
● Review Sessions 1 through 4
● Video Production & Marketing
● YouTube & Facebook Optimization
● Tying It All Together - Creating Your Own Digital Marketing Strategy

podcasts
instagram podcast
digital marketing
The Content Marketing Ecosystem

The Digital Enterprise

Our Goals For YouTo instill in you the
passion, dedication,
and commitment
required for you to
become a successful
Digital Marketer
To show you a new
way to think about how
to build a business now
For you to understand
that DM is a journey.
The train has pulled out
ot the station and just
keeps accelerating
That you will
understand that
successful Digital
Marketing requires
continuous learning
and that the digital
universe is evolving,
literally,
at the speed of light.

Digital Consumer Universe

The Ancient Art of Storytelling...
In A Digital Age

The Birth of Mass Media

http:// www.

Opportunities to Build Your Business

Digital Marketing Touchpoints - The Five Moments of Truth

Experiential Marketing
What Experience Does Your Brand Promise?

What Is Redbull?

What Is Redbull?
Redbull is A Storytelling Machine

www.redbull.com

https://www.apieceapart.com/

http://hiutdenim.co.uk

Digital Marketing Success Story

2 Million Followers

Today, your smartphone is millions of times more
powerful than all of NASA’s combined computing in 1969.
It’s Not a “Phone”...It’s a Computer

Moore's law refers to an observation
made by Intel co-founder Gordon
Moore in 1965. He noticed that the
number of transistors per square inch
on integrated circuits had doubled
every year since their invention.
Moore's law predicts that this trend will
continue into the foreseeable future. It
has held true for over 50 Years.
Moore's law

“We live as human beings in a linear world - where distance, time, and velocity
are linear. But the growth of technology today is on an exponential curve.”
Thomas L. Friedman quoting John E. Kelly, Senior Vice President, IBM Research in “Thank You For Being
Late”,

Exponential Growth

“We live as human beings in a linear world - where distance, time, and velocity
are linear. But the growth of technology today is on an exponential curve.”
Thomas L. Friedman quoting John E. Kelly, Senior Vice President, IBM Research in “Thank You For Being
Late”,
● Are We Here?

A New Business Building Paradigm

The Digital Enterprise
Customers

Welcome to The Digital Marketing Universe

3,874 Companies
January, 2016

MarTech Tools We Will Show You Today

Resources
www.searchengineland.com
contentmarketinginstitute.com
moz.com/blog
marketingland.com
chiefmartec.com
socialmediaexaminar.com
socialmediatoday.com
contently.com/strategist
adage.com
inbound.org

Highly Recommended Reading

Meet Millionaire Michelle Phan, The Internet's Favorite
Beauty Stylist With Over 1 Billion Video Views
8,792,307 Subscribers
3,171,435 Likes
2.1 Million Followers

The Dollar Shave Club
23,916,805 Views
https://www.youtube.com/watch?v=ZUG9qYTJMsI

Digital Marketing Success Pyramid

1. Knoweth Who Thy Customer Is
2. Knoweth What Thy Customer Wants & Needs
3. Knoweth Where Thy Customer Resideth
4. Knoweth The Language Of Thy Customer
1. Knowing who your customer is a learning process that culminates in the creation of detailed Buyer
Persona’s.
2. Knowing what customers are looking for is accomplished today through Keyword and other Research -
learning the words and phrases that actual customers are using in search. Listen, Listen and Listen
some more....
3. Knowing where customers are searching for what you have is accomplished through studious
research.
4. Knowing the language of the customer refers to understanding how the customer articulates a problem
to themselves
Listen, Listen and Listen some more....
The Four Commandments of Digital Marketing

Knoweth Who Thy Customer Is
The First Commandment of Digital Marketing
Developing Buyer Personas

“A major virtue of personas is the establishment of empathy
and understanding the individual who uses the product."
Donald A. Norman of the Nielsen Norman Group

All The Power Belongs to The Consumer Now

What Is a Buyer Persona?

Identifying Your Potential Customers and Market
#1 - Create broad
descriptions of your
ideal customer(s).
#2 – Identify Unique
User Goals & Most
Important Features

1. What language would this
customer use to identify their
current problem?
2. What is their greatest hesitation
in trying out your offering?
3. What is the best way to engage
with this customer?
Remember, this isn’t about you…
It’s ALL About Your Customer

What websites will this
customer frequently visit?
What blogs do they read?
What are likely search
terms they will use?
What sort of content
appeals to them the most?

You Your customer
Influencers
Who Influences Your Customer?

How to Find Influencers
Find Them, Follow Them
Follow Who They Follow

Knoweth What Thy Customer Wants
The Second Commandment of Digital Marketing

How Google Works
https://www.google.com/insidesearch/howsearchworks/thestory/
Google Crawls and Indexes Over 130 Trillion Web Pages
100 Billion Times a Day
Google sorts these pages by
their content and other
factors.

Over 100 Million Gigabytes

A ranking procedure (algorithm) uses over 200
closely guarded secret factors that look at the
freshness of the results, quality of the website,
age of the domain, safety and appropriateness
of the content, and user context like location,
prior searches, Google+ history and
connections, and much more.
Then, in just over an eighth of a second,
Google delivers the results to your computer,
tablet, or smartphone.
How Google Works

How Google Works

How Google Works
Google shows the return’s in
under ⅛ of a second
(Site Design & SEO, Session 2)

Google Advanced Search
www.google.com/advanced_search

If someone recommends a business to you what do you do first?
You “google it”.
Why Create a Keyword Strategy?

● Keyword research is the difference
between your website ranking on
page 1 of Google or page 37 - and NO
ONE looks to page 37!
between your advertising costs being
10 cents per click or $5.00 per click.
between receiving hundreds of
visitors to your website per day, or
only a few visitors per month. More
traffic equals more sales.
Why Create a Keyword Strategy?

A keyword is a single word that is used by users who are using a search engine to
find information based on that particular word and by site publishers in search engine
optimization. Known as a “ROOT” Keyword.
A keyword phrase is two or more words that are used by users who are using a
search engine to find information based on that particular phrase and by site
publishers in search engine optimization. Also known as a “Long Tail” Keyword.
What is a Keyword?
What is a Keyword Phrase?

Root = “internet”
Long-Tail Variations = “internet marketing”, or “internet marketing facts” or “information
on internet marketing” or "internet marketing tutorial videos" or “internet marketing
instructional video”, or “internet marketing companies nyc” or “top internet marketing
companies new york city”.

Long Tail Keyword Phrases

Understanding Search Intent

Navigational searches are
performed with the intent
of surfing directly to a
specific website. In some
cases, the user may not
know the exact URL, and
the search engine serves
as a directory passing
along the correct location.
● Opportunities - Pull
searcher away from
destination; get ancillary or
investigatory traffic
● Average Value - Generally
Low
Navigational

Informational searches involve a
huge range of queries from
finding out the local weather to
getting a map & directions to
finding the name of “who won the
Dodgers vs. St. Louis Game” or
“how long does it take to get to
the moon”. The common thread
here is that the searches are
primarily non-commercial and
non-transaction-oriented in
nature; the information itself is
the goal and no interaction
beyond clicking and reading is
required.
● Opportunities - Brand
searchers with positive
impression of your site,
information, company, etc.
● Attract inbound links.
● Receive attention from
journalists/researchers.
● Potentially convert to sign-
up or purchase
● Opportunity to discover
and engage new customers
Average Value - It’s a start
Informational

Transactional searches don't
necessarily involve a credit card.
Signing up for a free trial account at
Cook's Illustrated, paying a parking
ticket or finding the best local
Mexican restaurant for dinner
tonight are all transactional queries.
Opportunities - Achieve
transaction (financial or
other)
Average Value - Very High
Opportunity to convert and
retain
Transactional

Term
Search
Queries
Intent $ Value
JFK Airport 165,000 Nav Low
Hotels near JFK airport 3,600 Com Inv Mid
Hotels in NYC 27,100 Com Inv Mid
Hyatt Hotels NYC 70 Trans High
NYC Tour Package 30 Trans High
Best Pizza In New York 9,900 Info/Trans Mid
Pizza Recipes 27,100 Info Low
This type of analysis helps you to
determine where to place ads,
what type of content to write,
where to concentrate content
efforts and invest in linking efforts.
This inquiry into the minds of
searchers can help you to
concentrate your efforts in the
best possible places and think
carefully about how to serve
different kinds of searchers based
on their individual intents.

(Session 2)

3. Knowing where customers are searching for what
you have is accomplished through studious
research
Knoweth Where Thy Customer Resideth

Knoweth The Language of Thy Customer
4. Knowing the language of the customer refers to
understanding how the customer articulates a
problem to themselves -

Maurice Bretzfield Kenny Soto
bretzfield@scorenyc.org soto@scorenyc.org
SCORE NYC
Resource Volunteer
Digital Marketer
linkedIn.com/in/KennySoto
SCORE NYC
Certified Business Mentor
Digital Marketer
linkedin.com/in/bretzfield
Contact
&
Connect

Thank You

Digital marketing master class session 1

More Related Content

What's hot

Viewers also liked

Similar to Digital marketing master class session 1

More from Kenny Soto

Recently uploaded

Digital marketing master class session 1

Editor's Notes