Kelly Cutler, CEO of Marcel Media, presented strategies for effective web marketing. She discussed search engine optimization tips like optimizing URL structures and title tags. She also covered link building, content writing best practices, and press release optimization. Cutler reviewed key analytics metrics and tools like Google Analytics. Finally, she provided best practices for social media strategies and utilizing online video, discussing how to create viral videos. The presentation provided actionable tips across various digital marketing channels.

1. Web Strategies That Work
Presented to: HSMAI West

2. About Marcel Media
Marcel Media is full service interactive marketing agency specializing in
Search Engine Marketing (SEM).
We partner with organizations to provide creative and customized
marketing solutions such as Social Media, Interactive Facebook
Applications, Search Engine Optimization (SEO), Conversion
Optimization, Website Development and Web Analytics.
@marcelmedia
Facebook.com/marcelmedia
www.marcelmedia.com/blog
2

3. About Kelly Cutler
Kelly Cutler is the CEO of Marcel Media, an
award-winning, interactive marketing firm
specializing in search engine and social
media marketing.
Beginning her career in 1997 with companies
including AOL and Classified Ventures, Kelly’s
achievements include serving as the first
woman president of the Chicago
Entrepreneurs’ Organization, and Connect with Kelly
instructing at the University of Chicago
and DePaul University. Linkedin.com/in/kellycutler
or
She is a sought after subject matter expert, @kfcutler 0
speaking on industry topics such as search
engine optimization, web analytics and
social media marketing across the country.

4. Agenda
Intro: Viral Video 5
SEO 6
Website Analytics 18
Online Video 32

5. Land Rover’s Pathological Liar
http://www.youtube.com/watch?v=HfXbWe7lJhI

6. Let’s Take a Closer Look at SEO
Search Engine
Optimization (SEO)…
3

7. Search Engine Optimization
SEO is the process of improving the volume, or quality, of traffic to a website
from search engines via "natural" or “organic” search results.
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8. A Breakdown of SEO

9. 7 Simple On Page SEO Tips
 URL Structure- Include keywords
www.marcelmedia.com/social-media-marketing/
 ALT Tags - Should be image specific keywords, filenames should
be all lowercase
 XML Site Map - Lays out the site architecture in an easy to
process web document so all pages can be crawled and indexed
by engines

10. 7 Simple On Page SEO Tips
 Title Tags – Should be comprised of two sections. A keyword
portion first, separate with a pipe bar (|) then a branding
portion
 Keyword portion should be less than 65 characters and
positioned with page-specific keywords (head terms)
 Ex. Chicago Search Engine Optimization | Marcel Media
 Navigation -This should be text-based HTML (don’t use flash,
don’t place in footer)
 Start a blog and syndicate content across the web
 Press Release Optimization

11. Benefits of Off Page SEO: Link Building
What is a “link”?
On page HTML element that allows the user to navigate to another page on the
internet
Why are links important?
All links are important to SEO .The most important types of links for SEO are
"backlinks“ or "inlinks".
What are backlinks?
Backlinks are from pages on an external
site that link back to your site.

12. Examples of Backlinks
• Authority Links -links from relevant sites such as .edu sites, personal
websites etc
• Directory Links -include search engine and paid directories such as the
"Yahoo Directory”
• Real Time Links -links from regularly updated content-driven sites such as
blogs, PR sites
• Social Bookmarks - Bookmarks allow users to tag a website or webpage, save
it for later, or share the links with friends. This helps to syndicate branded
content and compliments off page SEO.

13. Writing Content for the Web: Tips for Success
• Write for power skimmers – bullet points are your greatest ally
• Use the headline to ask a question - ex. “Were You Affected By Google’s
Latest Algorithm Update?”
• Use sub-headlines - if it’s more then 250-400 words, use sub-headlines
• Do your research - find the phrases your audience is searching for through
Google Traffic Estimator and Keyword Tool
• Use numbers- stats/numbers grab attention and promote linking
• Strong calls to action - don’t use halfway words try, maybe, might,
possibly and perhaps
• Use multimedia to help tell your story
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14. Press Release Optimization: Tips for Success
1. Use strategic keyword placement - incorporate search terms into the
headline and focus your keywords in the first two paragraphs
2. Write a concise, clear headline under 22 words
3. Hyperlink targeted keywords and phrases - link early, deeply and
descriptively
4. Include multimedia whenever possible
5. Syndicate your release on social media sites
6. Distribute over the wire - PRWeb, Marketwire or
PR Newswire
7. Create a press room on your website
9

15. Tools the Pros Use
Let the Data Drive Decisions
10

16. A Few Useful Tools
Google Analytics
http://www.google.com/analytics/index.html
Website Grader
http://websitegrader.com/
Google Insights for Search
http://www.google.com/insights/search/#
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17. Google Analytics: Tying Everything Together
What Analytics Can Do:
• Filter out internal traffic
• Track across multiple domains
• Easy tagging for all online marketing
(including email signatures)
• Track eCommerce
• Set defined goals
• Track outbound links, PDF downloads
and form submissions
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18. Tracking & Analysis: Key Performance Indicators
1. Pages per Visit: Average number of pages viewed during a visit to
your site - repeated views of a single page are counted
2. Average Time on Site: Average duration of a visit to your site
3. % New Visits: Percentage of visits by unique visitors
4. Bounce Rate: Percentage of single-page visits (i.e. visits in which the
person left your site from the entrance page). Over 60% is below is
standard. 40%-60% is ideal. Below 40% is optimal.
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19. Analyzing Traffic Sources
Direct Traffic: Comes from people that type your website address directly in the
browser or click on a bookmark.
Referral Traffic: Traffic sent from other websites. This means that you have a link
on another website, or you post a link or an article on another website.
Search Engine Traffic: Traffic that your website receives from search engines.
Here you can see the non-paid traffic or paid traffic..

20. Analyzing Content
The content report is helpful to learn what content on your site is performing well. This
reports show various URLs on your site and the number of times it has been viewed.
What else can you learn from the Content Report?
– How visitors entered the site
– What page visitors left the site on
– What pages were the most popular
– Increase time on site
– Increase conversions

21. Social Media for
Associations
16

22. Benefits of Social Media
Source: Mashable.com

23. Best Practices: Social Media Strategy
1. Define a Distribution Strategy: Evaluate the main brand, sub brands and
notable personalities that are “follow worthy”
2. Create a Life Support System: Make sure each account has a dedicated
community manager that can respond quickly and effectively
3. Mission and Purpose: Know the audience you’re trying to reach and have a
purpose for each account
4. Develop an Editorial Program: Evoke the new K.I.S.S. (Keep It Significant and
Shareable)
5. Construct a Listening Framework: Monitor your brand as well as the distinct
conversations related to each account

24. Best Practices: Social Media Strategy
6. Escalation & Workflow: Draft a clear flowchart that details the steps for a
variety of “if this happens, then do this” situations
7. Social Media Brand Style Guide: This documents primary function is to define
the brand persona, characteristics, voice, and messaging
8. Serve Customers and Prospects: Each channel needs a service function that
aims to promote customer appreciation and loyalty
9. Response Time: Timing is everything and in brevity there’s clarity
10. Define Benchmarks: Monitor the performance of each
account to improve its engagement and editorial strategy

25. A Case Study: How A Facebook Group Drove 15,000
People To An Event
1st Annual Singapore Tattoo Show
 Featuring Show Ambassador Chris Garver of Miami Ink
 The goal was to get 5,000 visitors to the show
 Over 120 artists from around the globe were represented

26. What Marketing Looked Like Before Social Media
• Telemarketing
• Buy Email lists
• Email marketing campaign
• Buy a postal mailing list
• Send out snail mail to the bought list
• Build a Good Website (This is still important!)
• Optimize The Website for Search Engines/SEO (This is still important!)
• Posters
• Niche Magazine Print Advertising

27. What Marketing Can Look Like After Social Media
Andrew Peters the brains behind the social media promotions decided to do
something different.
• He created the Facebook group called Tattoo Artistry that was started
three months prior to the event
• Tattoo Artistry Facebook Group quickly gained 3,000 members
• Instead of relying on expensive advertising, he built a community of
passionate fans who executed word of mouth marketing for the event
• More than 15,000 people attend, 3x the expected number of attendees
• The Tattoo Artistry Facebook group is now Asia’s largest social network
for the tattoo industry, tattoo enthusiasts, and fans

28. Social Media Tool Kit
Social Mention (free): Allows you to set up email alerts and real time mentions
of your brand on social media
Klout (free): Determines the level of influence your brand has in the social
media marketplace
Cinch: This simple tool can record audio, either via the web or phone so you
can share audio messages with your followers

29. Social Media Tool Kit
HootSuite: Allows you to have multiple contributors to your social profiles
without sharing passwords. Assign messages for follow-up and track responses,
and monitor and post to multiple social networks
TweetDeck: Customization options for columns, groups, saved searches and
automatic updates. See what people are saying about you and tweet, sharing
photos, videos or links directly from TweetDeck
Ping.FM: Simple, free, web based app that allows you to post to multiple sites
at once

30. Utilizing Online Video
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31. Online Video Stats
• 4 of AdAge’s top 100 advertisers have run campaigns on YouTube
• YouTube Mobile gets over 100 million views per day
• The base age demographic for YouTube is 18-54
• Over 5 million people have found and subscribed to a friend’s channel using
YouTube’s friend-finding tools

32. 5 Tips to Create a Viral Video
1. Unique Content - funny, shocking, clever, controversial, interesting,
different, sexy, or quirky. Make people go “WOW”
2. Make it short: 30 seconds is good. 2 minutes max
3. Give it an attention-grabbing title
4. Use the power of the thumbnail: YouTube gives you three options for
thumbnails when uploading a video. Make sure that the thumbnail you
choose is clear and intriguing
5. YouTube allows you to tag videos: don’t
tag generically; tag creatively and specifically

33. The Process
• You don’t need an expensive crew – get started with a hand-held video recorder
• Video files must be accessible on your site by search crawlers via standard HTTP
requests
 Search crawlers can read the following formats: .mpg, .mpeg, .mp4, .mov,
.wmv, .asf, .avi, .ra, .ram, .rm, .flv
• Include branding/logo in your video
• Syndicate: Facebook, YouTube, Vimeo, Viddler, Metacafe, Tubemogul
• Blast an email out to your list. Link the video and recommend that people watch it
and forward it.
• Put it on your homepage and embed it into your blog
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34. Track Your Results
Use tools such as:
• YouTube Insights (user metrics)
• TubeMogul (distribution and analytics)
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35. Pepsi Shows Us What Not to Do
http://www.youtube.com/watch?v=RTLVMKtn0Ew

36. Thank You!
Kelly Cutler
kelly@marcelmedia.com
LinkedIn.com/kellycutler
Twitter.com/kfcutler
Questions?