Digital Marketing Master Class Session IV

© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Session IV

Digital Marketing Masterclass
About
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© Copyright 2017. Maurice Bretzfield and Kenny Soto. All Rights Reserved.

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

Digital Marketing Masterclass Series
For SCORE NYC
Session 1 - January 14, 2017
Session 2 - February 4, 2017
Session 3 - February 11, 2017
Session 4 - March 4, 2017
Session 5 - April 15, 2017
Session 6, April 22, 2017
Certificate of Completion
of The Digital Marketing
Masterclass from
SCORE NYC.

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.

Assignments Session 3 - February 11, 2017
● Go on a “Surfin Safari” (Until Daddy Takes The T-Bird Away!)
● Sign Up for and begin reading publications. Use Feedly. Logon Everyday.
● Take the Google Webmaster Academy courses.
● Do a site audit and log all of the issues using WooRank & Onpage.org.
● Use Your List of ten keywords or keyword phrases that describe your business. Expand
on it and create your Semantic Core and discover long-tail phrases that are good
content creation ideas.
● Take the Digital Analytics Fundamentals and the Google Analytics Platform
Fundamentals courses on Google Analytics Academy.
● Create an editorial calendar for the month of June.
● Install Google Analytics on your site.
● Find a list of 15 influencers (social media platforms can vary).
● Create A List of Blog Post Ideas

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

http://www.cisco.com/c/en/us/partners/market/marketing-velocity-best-practices/content-hub.html

What You’ll Learn
Session 4 - March 4, 2017
● Recap of Session III
● Google Analytics
● Local SEO
● Facebook Marketing & Advertising

analyticsacademy.withgoogle.com
GWT is a free toolset provided
by Google that helps you first
understand what’s going on
with your website. This way
you make decisions based on
data analysis instead of
guessing...
Google Webmaster Tools

Take these courses to improve
your site's content and user
experience.
Google Webmaster
Academy

Optimizing Site Design For Users
Color Scheme
Great Site Design - Color
Choosing the perfect chromatic palette is
important in order to effectively
communicate the message, in order to
strengthen the idea of a unique entity
and to create brand awareness.
Colors greatly influence the human state
of mind. The color scheme that you use
on your web site can entice the visitor to
engage in the goal of your site (i.e. make
a purchase or request your services) or
leave it after the first few seconds.

Great Site Design - Navigation
KISS

Augmented Reality Virtual Reality
Thanks to Bob Fitterman

Artificial Intelligence (AI)

Artificial Intelligence (AI)
Today, in addition to
backlinks and other
“signals”, Google rankings
are driven by the dynamic
between individual content
relevance and user intent.
Content Relevance User Intent

https://blog.kissmetrics.com/wp-content/uploads/2013/07/keyword-research-target-model.png

Use Your Initial 10 Root Keywords
Keyword Research
Build Your Semantic Core

Create a Keyword Strategy
Google Trends

www.answerthepublic.com www.soovie.com
Keyword Research

Long Tail Keyword Phrases

Keyword Research

LaaS - Listening As A Strategy
Total Focus On Customers
What Are They Telling You They Want?
Listen To Your Customers, They’re
Speaking To You

Understanding Search Intent

Developing A Content Strategy

Why 3000+ Word Blog Posts Get More Traffic (A
Data Driven Answer) - Read More Here

Tie Your Organic Content And Paid Advertising To
Your Business Goals
Plan your editorial calendar in monthly campaigns. What
theme(s) are using for your content each month and how does
this content match your business objectives for each month?
Example objectives include: more email subscribers, more
customers from a specific region or demographic, more of a
specific product or service sold, new influencers to work with,
more event attendees, etc.

Manage Your Media Files
Create a system that organizes all of
your content into organized folders.
You can organize by campaign,
format, time period, etc.
You want all of your marketing files
in one place so you can edit and
reuse content whenever applicable.

Analytics
Data
Metrics
Stats
Facts
KPI’s

Wanamaker's Department Store
Circa 1910

Do You Know Who Your Online Customer
Is?
Do You Understand Why He or She Buys - Or Not?

Digital Consumer Universe

Be A Metrics Driven Marketer

Do You Use Google Analytics
to Understand Your Business Better?
Be A Metrics Driven Marketer

1. Digital Analytics
Fundamentals
2. Google Analytics Platform
Principles
3. Ecommerce Analytics:
From Data To Decisions
Google Analytics Academy

Finding Insights Using Analytics

Data Analysis
What Do You Want Data To Tell You?
● Define Your Business Objectives
● Define Your KPIs
Align Them

“A metric that helps you understand how you are doing against your objectives.” –
Avinash Kaishik

Google Analytics
Ecommerce Tracking can
help you better understand...
● The effectiveness of
your marketing efforts
● Better understand your
visitors and,
● Enable you to optimize
your online store to
increase conversions
and sales.
Product / Market Fit

With Google Analytics
Ecommerce Tracking You Will…
● Understand customers better
and their shopping behaviour
on your site.
● Tie user behaviour to KPIs
● Put data in context. What are
the related business factors
responsible for that data?

Maximized Profit

LaaS - Listening as a Strategy

Get Started With Google Analytics
www.google.com/analytics

Copy the code provided by Google Analytics

Paste the code you copied from Google Analytics into the field provided by your CMS

Set up Analytics tracking

Ecommerce Tracking Feature

Ecommerce Tracking Feature
Enable the Ecommerce Tracking Feature in Google Analytics
1. Click Admin from the menu bar at the top of any screen in Google Analytics.
2. Use the drop-down menus to select your account.
3. Under the third column, click View Settings.
4. Scroll down to the Ecommerce Settings section, and click the toggle so it says ON.
5. Click Save at the bottom of the page.
Note: It can take up to 24 hours for Google Analytics to begin collecting information.

Set up Ecommerce Tracking

Basic GA Reports
Real-Time - Shows you what’s happening on your site in real time.
How many users are on your site right now? Where did they come from? What pages are they on?
Audience - Tells you about who is visiting your site.
For any time period - #’s of Sessions, Page Views, Unique Users, Pages Per Session, Average Session Duration, Bounce Rate, % Of New Users,
and more...
Acquisition - Tells you how your visitors and customers found and arrived at your site.
Where Did Your Users Come From?
Behaviour - Tells you important information about your site and what your visitors are doing on your site.
Page Views, Unique Page Views, Avg. Time on Page, % of Exit
Conversions - Tells you more about your sales and conversions.
What products are they buying? What products are you selling? What revenue are you generating by product? How long does it take them to
purchase?

Learn:
Locations, Traffic Sources, Content, Events, Conversions.
What Can You Do With This Information:
See whether a promotion is driving traffic to your site, and which
pages visitors are viewing.
Monitor the immediate effects on traffic from a blog/email/social
network post.
Real-Time Reports

Audience Reports
Learn:
Sessions - The total number of visitor “sessions” to your site
Users - The total number of unique visitors to your site
Pageviews - The total number of pages viewed on your site
Pages per Session - The average number of pages viewed per session (visit)
Average Session Duration - The average amount of time visitors stay on your
Bounce Rate - Percent of visitors that leave your site after viewing only one page
New Users - Percent of total visitors who arrived at your site for the first time

What Can You Do With This Information:
How people are finding your site?
Knowing which channels are driving traffic and sales means
you can focus on the channels that are most effective for
you.
Understanding what other websites are linking to you and the
volume of traffic they're driving helps you to understand
where other opportunities may exist.
Acquisition Reports

Behaviour Reports
Behavior reports help you better
understand areas of your site that need
improvements.
Understanding the information in these
reports are key to creating a better
experience for your visitors, thus
increasing conversions.

Products - Which products did they buy? In what
quantity? What revenue generated by the sale of
those products.
Transactions - The revenue, tax, shipping, and
quantity information for each transaction.
Time to Purchase - The number of days and number
of sessions it takes to purchase, starting from
the most recent campaign through the completed
transaction..
Conversion / Ecommerce Reports

What You Can Do With This Information:
As you begin to make more and more sales, understanding those
sales will become vital to helping you sell more.
By understanding which products sell well you will better
understand which of your products are best suited for your
customer base and which ones are supported by your best
marketing efforts.
The revenue per transaction, and the number of products per
transaction can help you better understand if you might
benefit from offering better quantity discounts, or eliminating
shipping costs if customers meet a minimum dollar amount.

What You Can Do With This Information:
By understanding which products sell well you will better
understand which of your products are best suited for
your customer base and which ones are supported by
your best marketing efforts.
The revenue per transaction, and the number of products per
transaction can help you better understand if you might
benefit from offering better quantity discounts, or
eliminating shipping costs if customers meet a minimum
dollar amount.

Google Analytics enables you to
quickly create and automatically track
campaigns by simply using a special
URL.
All you have to do to track campaigns
automatically is use Google’s
Campaign URL Builder tool to create a
trackable URL.
Campaigns

Custom Reporting Dashboard
Google Analytics has templates you can use, you don’t need to
create your own dashboards when you start using your account.

Custom Reporting Dashboard - Social Engagement Example

Google Analytics Help Center
https://support.google.com/analytics/answer/1009612?hl=en

HOW TO APPLY ANALYTICS DATA To Make Better Content Marketing
Decisions
PLEASE READ

Local SEO
Get Your Free Business Listing on Google – Google My Business
PLEASE READ
Google Local
MOZ Local

What Is Local SEO and How Can I Improve My Local Rankings?
Local SEO

Facebook

www.facebook.com/blueprint
Resources

http://www.insights.fb.com/
Resources

1.86 Billion
The # of monthly active users on Facebook
as of February 1st, 2017 - VentureBeat

1.23 Billion
The # of active users logging into on
Facebook daily - SocialMediaToday

Organic Content
Boosted Posts
Paid Ads
3 Ways To Get Traffic From Facebook

Facebook Page Fundamentals
Let’s start with making sure you’re using your page to its
fullest capabilities!

For Desktop: www.Business.Facebook.com
For Mobile: Facebook Pages Manager in Your App Store
Setting Up Your Business Page

How To Create Your Page
www.business.facebook.com

1 2
3
How To Create Your Page

The most important fields to fill out when starting:
○ Unique Username/URL
○ About section
○ Contact information
○ Location(s)
Setting Up Your Page

Location Settings

Setting Up Multiple Locations

Adding Your Team

Leverage Your Messaging Settings

Designing your page
Profile photo image dimensions: 180 x 180
Cover photo image dimensions: 851 × 315
Don’t forget to add a Call-To-Action

Designing Your Page
Add your other social channels to your apps section

Using Your Ad Account Tools

Use Your Personas
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?
Buyer Personas

Using The Tools - Detailed Targeting
Below are just a few of the many targeting options you can leverage to send your content to
Facebook users:
- Education: field of study, school, the exact time period they were in college & level of
education
- Financial: income & net worth
- Generation: Baby Boomers, Generation X, Millennials, Gen Z
- Home: Home ownership, household composition, property size, and more.
- Relationship status
- Work: job function, industry, & name of employer
- Offline buying behavior
- Interests: other Facebook pages

Using The Tools - Audience Insights

Using The Tools - The Facebook Pixel
You should install a Facebook tracking pixel to retarget website
visitors.

Using The Tools - The Facebook Pixel

The Facebook Pixel - Used To Retarget Users

Using The Tools - Audiences

Using The Tools - Lookalike Audiences

Using The Tools - Saved Audiences

Using The Tools - Custom Audiences

If you need help
uploading your
customer’s contact
info, Facebook
provides a excel
sheet you can use!

If you don’t have a pixel
installed in your site, you
can now target Facebook
users who have only
interacted with your
business page!

With custom combination
retargeting, you can
retarget website & page
visitors regardless of where
they are in your marketing
funnel.

Using Your Tools - Ads Manager

Impressions Clicks & Engagement Conversions

Using The Tools - Ads Manager

News Feed Ad Right Column Ad

Instant
Article
Ad
In
Steam
Video
Ad

You Can Now Use GIFs As Ad Creative!
You Can Now Add Animated GIFs to Facebook Ads

Analytics Reporting With Ads Manager

Ads Manager vs Power Editor

Content Examples
○Questions/Polls
○Blog articles
○Images
○Videos
○Live Video

“There is no perfect time to post
organically anymore. Everyone is
competing for space in the news
feed.”
● Buffer Article

Pro Tip!
Tell your followers to turn on
the “See First” option for
your page.
Every time they see their
feed, you come up on top!

Ask your audience
about what kind of
content they want from
you on a regular basis!

Video Tutorial To Install For Wordpress Sites - Click Here
Instant articles load faster on the mobile app than web pages and blog posts.

WANT BIG
IMPACT?
Start engaging your
users by using Live
Video

Live Video Content Ideas
1. Behind the scenes of your physical location. Giving an
exclusive inside look into your operations.
1. Customer interviews/spotlights. Telling the customer’s
story.
1. Live question & answer on news about your business and
where it’s headed. Or, questions you have for your
audience.
1. Attendance at special events.

3%-10%
Unboosted posts are seen by a small % of
your followers.

Invest In The Posts With The Most Organic Engagement

Useful Insights Unique To Facebook Insights (Post Tab)
Impressions and engagement by time – Convert the timestamps from Pacific Time to your
local time zone.
Engagement by content type – Sort engagements by media type.
Impressions vs. reach – Determine how many unique people your post reached and how
many times a unique person was served your post.
Engagement from people who like your Page – Check whether your page has the right
following and whether your content is reaching them
Negative feedback – Check if your posts are steering any negative emotions
Engagement by video length – Find the optimal length of videos to post

The Boosted Post Menu

Facebook Search

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 Marketing Solutionist
linkedin.com/in/bretzfield
Contact
&
Connect

See You On April 15th
(Do Your Homework)

Digital Marketing Master Class Session IV

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Digital Marketing Master Class Session IV