Webinar slides of "Digital Marketing: The Game Changer for Businesses in a Post COVID-19 Economy". Learn more at https://boulderseomarketing.com/seo-and-social-media-classes/digital-marketing-course/

1. Digital Marketing
The Game Changer for Businesses
in a Post COVID-19 Economy

2. In the next 75
minutes,
you’ll become
an expert in...
1. Digital Storytelling - Neil Sheth
2. Conversational Funnels - Lisa Whelan
3. SEO - Chris Raulf
4. Design, UX & CRO - Daniel Burns
5. Omnichannel Content Strategy - Neil
Sheth
Okay, maybenot an “expert”but you’ll atleast knowwhere to start!!

3. Hello
Lisa Whelan
Content Manager
Neil Sheth
Founder
Chris Raulf
Managing Director, US
Daniel Burns
Operations Director

4. Digital Storytelling

5. Research from cognitive psychologist Jerome Bruner
You are 22 times more likely to remember a
fact when it has been wrapped in a story
● Memorable
● Relatable
● Makes you more human
● Genetically wired to love and respond to
stories
● Helps us to better understand an idea
● Trigger emotions
● Connects

6. We buy with our emotions and justify with
logic
● 95% of our purchase decisions are made
subconsciously (Harvard Business School professor
Gerald Zaltman)
● Widely agreed by neuroscientists that our conscious
rational mind plays a minor role in decision making
● Emotions drive purchase more than logic: your
audience may forget what you say, but they will not
forget how you made them feel.

7. “Sometimes reality
is too complex.
Stories give it form.”
- Jean Luc Godard

8. Telling stories makes you real
Know
Like
Trust
More
Relationships
Delighted
Customers

9. So, how do you
make your brand
more human?

10. Tell stories

11. My Story...
https://yourbrandfound.com/website-mistakes-avoid/

12. Instead of throwing facts,
statistics, and testimonials at
your audience, focus on making
your brand thoughtful,
memorable, and real.

13. So, what stories can you share?
● Mistakes followed by lessons learnt
● Your customer’s story (case study)
● A question one of your customer’s has recently asked
you?
● Industry stories e.g. latest trends, changes, etc
● An expert story
● A data backed story

14. A story you must share now to
humanise your online
experience...

15. Your One Person Startup Story
Imagine starting your company again, offering the same services, no employees and handful of
customers. You walk into a business networking event. You need to impress people that you are different,
you are trustworthy and the best in this industry. What do you share?
● When did you start?
● How you started?
● Who you work with and why?
● What’s your why?
● How much experience do you and your team have?
● Specific story of you helping a specific customer in a specific situation
Integrate these stories across your website and social channels.

16. Think like a large
brand, act like a tiny
one.

17. Conversational Funnels

18. A quick note about copywriting
“Company X is an award-winning corporation who
have been market leaders in the field since 1999, with
business locations in Miami, Amsterdam and York.”
!
“Hi, we’re Company X, and since our humble
beginnings in the quaint English countryside town of York,
we’ve chosen Miami and Amsterdam as our homes-away-
from-home for our US and EU operations.
We don’t like to brag, but we’ve won a tonne of awards
since we opened shop all the way back in 1999, including
the X Award of Excellence, and the YRU So Fabulous
award.”
Conversational copywriting converts users
- and you should be able to see why!

19. What is a
sales funnel?
It can look something like this:
1. SERP
2. Website landing page (with CTA!)
3. Sign-up to newsletter
4. Receive a promotional email
5. Purchase a product
Or like this:
1. SERP
2. Product page
3. User interaction with chatbot
4. Question answered
5. Purchase a product
Simple definition: The stages a customer goes through
leading up to their purchase.
Longer definition: Your sales funnel starts with the tiny 160-
character-long description they see on the Search Engine
Results Page, right up to making a purchase and beyond!

20. What does your sales funnel look like?
Top of the funnel
The “awareness” stage, where
people are looking for products,
answers, resources, education,
data or insights. They’re people
with a problem who need
someone to help them (hint: that’s
you!) This is the stage where you
educate a reader.
Middle of the funnel
The “evaluation” stage, where
people are doing heavy research
on whether or not your product or
service is a good fit for them. You
have a users attention and you
want to show them why you’re the
best option for them.
Bottom of the funnel
The “purchase” stage, where
people are ready to buy and need
to decide who to buy it from. This
is the stage where you make sure
they buy from you! (A helpful
nudge in the right direction,
perhaps?)

21. Funnel Examples
Top of the funnel
● Query keyword-led blogs
● Videos
● Downloadable guides
● Meta data
Ideally you want these actions to
result in capturing contact
information from your reader.
(CTA!)
Middle of the funnel
● Website copy and CTAs
● Case studies
● Email newsletters
● Chatbots
Tell your reader all about your
product or service. Why are you
great? Why should they trust you?
Bottom of the funnel
● Free demo
● Email promotion
● Vouchers
● Limited time offer
This is your more traditional salesy
content. Limited-time offer? Free
demo? Sign me up!
At each stage, you’re being honest,
personable, and starting a conversation!

22. Secret extra funnel step!
Once a customer has bought from you, don’t just leave
them. Promotions shouldn’t be only for lapsed or new
customers, and good customer service past the point of
sale goes a long way.
How can you add that little extra something for your
customers after they have made their first purchase?
For example, follow up with a purchase and ask for
feedback, or offer a discount on any up-sale products
related to the item they bought. Be as specific as possible!
The bonus: Customers become brand ambassadors, who
recommend you to those they know, tag you in their social
media posts, and bring new customers to you for free.

23. People buy from
people they like!

24. Search Engine Optimization

26. 300% monthly increase in Google organic
search traffic

27. If done right, SEO works amazingly well!

28. SEO takes a bit of time

29. So, how do you do
SEO, I hear you ask?

30. Content Marketing / Storytelling
Google’s algorithm explained
200-250 main ranking signals; potentially 1000s of sub-ranking signals.
Technical On-page SEO Off-page SEO Social Media Design/UX
(CRO)

31. Source: https://www.myfico.com/credit-education/whats-in-your-credit-
score/
Build and improve your digital marketing
credit score

32. Let’s talk Technical
SEO and Content
SEO Optimisation.

33. Campaign
begins
Technical SEO Optimisation: 250% Organic
Increase

34. On Page SEO Content Optimisation Increased
Organic Traffic By 70% Within 10 Months

35. TheSEOWriter.io (free beta access)

36. Crucial to On Page SEO: Keyword research
Short Tail Keywords Long Tail Keywords
Example: Denver SEO Example: Denver SEO Services
Higher search volume Lower search volume
Lower search intent Higher search intent
More competitive Less competitive
Lower relevance Higher relevance

38. Snipets

39. Title tag
URL
Description tag
Rich snippet content
/ Sitelinks
Title: 50 - 60 chars
Description: 150 - 160
chars
Google Markup or
Schema
Optimize each and every page on your site
● Use keywords in the URL / Avoid extended characters
● Try to include an important target keyword in the first paragraph as well as a
variation of that keyword throughout the content and hyperlink to an
applicable internal page
● One internal hyperlink per 100 words; at least one high-quality external link
● Don’t forget a call-to-action
● Submit to Google’s database:
○ https://search.google.com/search-console (URL Inspection Tool)
● Promote content via social media channels
● Apply Schema.org or Google Markup

40. Now, let’s discuss off
page SEO and
Social Media.

41. Off-page optimization and link earning

42. Social media marketing for SEO

43. Design/UX & CRO

44. Conversion Rate
Optimization: What is it?
Why do it?

45. SEO is super powerful! But…

46. Attract
Bounce Rate
Website Engagement
Website Conversion

47. What is CRO?
Conversion rate optimization or CRO is the practice of
raising your conversion rate by compelling visitors to your
site to take specific actions like buying a product,
downloading a PDF, or subscribing to a newsletter.
Although CRO is often used to make small, incremental
improvements, its broader purpose is to optimize your
entire marketing process—to make everything work
smoothly. And the more optimized your marketing, the
higher your conversion rate.

48. To generate 75 leads with current website, you would need 19,000 visitors a month
Current Website
Website Traffic
10,000 visitors a month
Bounce Rate 60%
4,000 enter the site
Conversion Rate 1%
40 Leads
CRO
Optimized Website
Website Traffic
10,000 visitors a month
Bounce Rate 50%
5,000 enter the site
Conversion Rate 1.5%
75 Leads

49. How do we conduct Conversion Rate
Optimization?
With A/B Testing!

50. How does A/B testing work?

51. The 4 steps to running a CRO Campaign
1. Where is the problem? (Quantitative Data)
2. What is the goal?
3. What is the problem? (Hypotheses)
4. Run CRO Tests
○ Create page variations based on the above hypotheses.
○ Run a test long enough to gather actionable insights.
○ Analyze test results and implement changes accordingly.

52. Step 1 - Where is the Problem?
1. Top Entry Pages
2. Top Entry Templates
3. Most Visited Pages/Templates
4. Top Exit Pages
5. Top Converting Pages
6. Other Important Pages
Prioritizing Testing Opportunities

53. Step 2 - What is the Goal?
Prioritizing Test Opportunities
Bounce Rate
Website Engagement
Website Conversion

54. Step 3 - What is the Problem?
1. Value Proposition - The most important of the six! The vehicle for conversion.
2. Relevance - Does your web page deliver on what your prospects expect? Does it match their needs?
3. Clarity - How easily is your value proposition communicated? (Eye-flow, imagery, copywriting, CTA…)
4. Anxiety - What elements on the page could be creating uncertainty for your prospects to take action?
5. Distraction - Is your website content diverting visitors away from your primary goal?
6. Urgency - How are you matching the visitors internal urgency and creating external incentives?
What are we testing?

55. Control (A) Variation (B)
7% Decrease in
bounce rate

56. SEO & CRO

57. Omnichannel Content Strategy

58. Brands with more digital touch points convert sales at a
rate 2.5 times greater than lower-level brands
Mckinsey Research

59. Average order value: 13% more per order on
omnichannel vs single-channel
Research by Omnisend

60. Omnichannel Content Creation

61. When a message is
personalised to the
customer, the channel,
and the stage of the
customer journey, that
message will be more
relevant to that customer.

62. SEO Copy and UX that tells your story — and nails
those conversions

63. Blog content that drives consumers down their purchase path
SEARCH
CONTENT
EDUCATION
CONTENT
BRAND
STORYTELLING

64. Captivating social stories

65. WOW content that proves you are the best in
the business

66. Video SEO content that drives traffic and consumers down their purchase path

67. But you need an
omnichannel content
strategy to optimise time
and budget and above all,
deliver on results.

68. Brainstorming Your Content Strategy
Blog Post
(2 weeks)
Insta
1-2 posts
per week)
Neil
Education
Videos
Share
content on
FB & LinkedIn
Insta
Youtube
SEO
Blog
Email
Subs
Organic SEO
Traffic
Paid
Content
Promotion
How to Trends

69. QUESTIONS?
Neil Sheth
neil@bubbldigital.com
Chris Raulf
chris@bubbldigital.com
Agency: www.bubbldigital.com
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