Class 1

Digital Marketing Lunch and LearnOnline Marketing Strategy &

Setting Yourself Up for Success

Internet, Email, and WirelessEvolved Marketing80% of traffic is from search enginesGoogle has about 65.5% market shareMoving targetGood content attracts visitors and links

What is Digital Marketing?

Why do you deserve to rank? What makes you better than the competition? What makes you different / unique? What is your specialized knowledge?

Identify Your USP

Identify your USP and talk about it everywhere

A Successful Marketing Plan is a Customized Mix of:

Keyword Supporting Content Quality Inbound Links Search Friendly Website Pay Per Click (Google AdWords) Local Search Marketing Social Networking Email Marketing ROI Analysis

Elements of a Successful Plan

Research keywords competition market

Optimization

on-site social accounts

Link Marketing get noticed social networking

Supporting Media video on YouTube social media sites create external buzz

Analysis review metrics adjust strategy based on what’s working

Online Marketing Cycle

Research

Optimization

Link Marketing

Supporting Media

Analysis

Google Keyword Tool Market Samurai

traffic vs. competitiveness allintitle: keyword

Social Media search.twitter.com listen to market speak

“Hints” from Google

Research: Keywords

Competition = Top Ranking Sites Competitor’s Social Media Sites Evaluate Competitor’s Content Google - allintitle: Yahoo! - linkdomain:

Research: Competition

Social Media compliments complaints common problems

Befriend a Librarian whostalkin.com Survey your market

Research: Market

• SEO (search engine optimization)• SEM (search engine marketing)• FTP(file transfer protocol)• HTML (hyper text markup language)• CSS (cascading style sheets)• CMS (content management system)• Organic Search• PPC (pay per click)• Spider (a.k.a. robots, crawlers, bots)• URL (uniform resource locator)• Domain Name

Optimization: Terminology

Optimization: The SEO Balance

• Technical • Content• Links

Ask your developer / designer: Can I edit titles & meta tags? Custom 404? How do you handle redirects? Sitemap creation? .xml .html Is there a robots.txt file? How do I edit the site? Can my SEO person make changes?

Optimization: Technical

Search Engines are deaf, dumb, & blind

Understanding How the Engines Work

Universal & Personalized SearchImagesVideosNewsShoppingBooksPlacesBlogsRealtimeDiscussionsRecipesPatents

Build Site Around Themes

Optimization: Content

Link Marketing is Social NetworkingQuality not QuantityLink TO other authority sitesLink TO related sitesBecome influential and active in your social

networksSocial media links DO helpGet Noticed Be creative!Don’t forget the “easy” links

Optimization: Link Marketing

Examples of supporting mediaVideo i.e. YouTubeSocial media Local search enginesGoogle ShoppingImagesMobile

Supporting Media

Google AnalyticsIdentify Key Performance IndicatorsKnow how to find them

Search trafficReferrer trafficConversionsKeywordsVisitor map

Identify Potential ProblemsAbandoned shopping cartPage errorsErrors with forms

Analysis

Research keywords competition market

Optimization

on-site social accounts

Link Marketing get noticed social networking

Supporting Media video on YouTube social media sites create external buzz

Analysis review metrics adjust strategy based on what’s working

Online Marketing Cycle

Research

Optimization

Link Marketing

Supporting Media

Analysis

Blogs and Forums = huge concentration of misinformation

Unbalanced focus on rankings over metricsUnbalanced focus on technical, content, or linksLack of transparencyGuaranteed RankingsYou don’t show up locally in a different market

Tips:Do a Google search on how to find a SEOUnderstand the 80/20 distribution of organic/PPC volume

How to spot a snake oil salesman!

Get A Google Account Google Webmaster Tools Google Places Google Analytics Google AdWords Google Shopping Other Google Apps

Calendar, Gmail, Docs, Alerts, Reader, Voice

Homework - Week 1

Class 2: Search Engine Optimization, Content,

and Building your Online Marketing Strategy

allison@BareKnuckleStrategy.com

See You Next Week!