Digital MarketingGabrielle K. Gabrielli, Ph.D.

For Tallahassee Business Leaders17 February 2011

Ground Rules

• Silence any technology that makesnoise (cell phones, especially!)

• Participate fully• Arrive on time• Complete any assignments to keep up

with the course content each week

Tentative Schedule

Digital Marketing Course

20 January Websites, Metadata, Search Engine Optimization, SocialNetworking

27 January Facebook Pages, LinkedIn, Cross-Promotion

3 February Facebook Fans and Events, YouTube, Twitter, CustomerFeedback, Testimonials

10 February Facebook Ad Campaigns, Blogs, Social Networking Dosand Don’ts (How to Avoid Social Networking Breakups)

17 FebruaryEmail Campaigns, Keyword Discovery Tools, Analytics,SEO through Google Tracking Code, XML Sitemap,Market Research, Competitor Analyses

24 February E-Commerce, SSL, Progress Reports and Action Plansfor Digital Marketing

Recap from Last Class• Blogs can be a great way to drive traffic

to your site– Update at least once every 2 weeks– Have “search engine friendly” titles

• Facebook Ad Campaigns can be highlytargeted and cost effective

• Avoid common mistakes that cause“social network breakups”

Today’s Learning Objectives1. Share progress and receive feedback

from the last class.2. Discuss email campaigns.3. Discuss keyword discovery tools.

- Wonder Wheel- Keyword Eye

4. Implement strategies to further help SEO.- Google Analytic Tracking Code- XML Sitemaps

Tip 5: Create Email Campaigns

• Personalize when possible.• Make content visually appealing.• Keep text to a minimum.• Provide discounts or incentives to click.• Keep frequency to less than once per 1-

2 weeks.

Email Rules of Thumb

• Customize for the individual and the group.• Have powerful subject line & call to action.• Reinforce your brand.• Provide unsubscribe with comments for

people to tell you why they are leaving.• Make adjustments as needed.

Tip 6: Take Advantage of Free Tools

• https://adwords.google.com/select/KeywordToolExternal - SEO Toolsincluding bounce rate (<50% forstarters, the lower the better)

• http://www.submitexpress.com/analyzer- tools to check metadata, URLs, pageload time, and more

Free Google Tools

• Google Analytics (sign up first)http://google.com/analytics• Wonder Wheel• Webmaster Tools• AdWords• More!

Google Analytics Example

Example of Wonder Wheel

Google Webmaster Tools

http://dotnetperls.com, 2010

Google Ads• Broad match: keyword

Allows ad to show on similar phrases & relevant variations(The broad match modifier may also be used to furtherrefine your broad keyword matches: +keyword.)

• Phrase match: "keyword"Allows ad to show for searches with exact phrase

• Exact match: [keyword]Allows ad to show for searches w/ exact phrase exclusively

• Negative match: -keywordEnsures ad doesn't show for any search that includes term

Keyword Discovery

• http://keywordeye.co.uk

Generate XML Sitemap

• http://www.xml-sitemaps.com

Check for Accessibilityhttp://contentquality.com - Check ADA

and ALT Tags to ensure accessibility

Check Out Your Competition

• http://keywordspy.com - enter URL intop window, check out any website’skeywords and more

Free Website Monitoring

• http://internetseer.com - ensure uptime

Free Website Speed Test

• http://www.websiteoptimization.com/services/analyze - free websiteoptimization tool

Shorten URLs, Track Data

• http://bit.ly - includes analytics, tracksreal time data

• http://tinyurl.com - create a custom,shorter URL (website address) for along URL

Your Formula For DigitalMarketing Success

1. Sign up for Google Analytics2. Add Google Analytics Tracking Code3. Add XML Sitemap

1. Add Google Analytics Tracking Code<script type="text/javascript”> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-20858369-2']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type =

'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl'

: 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0];

s.parentNode.insertBefore(ga, s); })();</script>

Create Sitemaps• HTML sitemaps

– Page that shows every page on your site– Pages you don’t want indexed should have

code added– Link to sitemap should

• XML sitemaps– Much more important to search engines– http://xml-sitemaps.com

Homeworkhttp://gabrielleconsulting.com/digitalmarketing

• Visit the course website tomorrow and you’llsee the tasks ahead for our final week, as wellas today’s content and resources.