Date post: | 29-Nov-2014 |
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Marketing |
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introducing
Digital Marketing Fundamentals
Presented as a SCORE Workshop
what will we cover?• Content Strategy• SEO• Blogging • Social Media and social media sharing and advertisin
g• Email marketing• Search marketing pay per click
digital marketing
• digital marketing is the promotion of products or brands via one or more forms of electronic media.
• allows small, local businesses to compete• Requires business marketing strategy• planned: annually, 6 mos, quarterly • use a planning template
which is more plentiful?
how they relate
Emailmarketing
Website+
Blog
SocialMedia
SearchMarketing
PPC
Customer
Digital MarketingContent Strategy
content is king
• Anchors plan• Can be basis for social
media• Starts a conversation• Positions
why strategy?
If you put effort into planning your
marketing and content strategy you
you’ll have a higher success rate and also continue to execute based on a strategy,
versus reacting to what is wrong due to lack of organization.
strategy
Before you jump into planning answer these critical questions:– What triggers your customer to purchase?– What are you seasonal / sales goals?– What do you want to communicate?– Who are my customers; personas/segments– What questions can you answer, problems can
you solve, or understanding can you add?– What can you reasonably commit to?
content planning questions• My audience is...• I’m offering them...• They will find it via...• They will care because...• They will interact by...• Their next step will be...• They will share it because...• They might not share it because...• The solution for this is...
From How to Create a Winning Content Promotion Plan by Stephanie Beadell on BuzzStream Blog
From How to Create a Winning Content Promotion Plan by Stephanie
Beadell on BuzzStream Blog
customer path
need a new fridge
search net for deals
visits yr siteand calls
buys
need a new fridge
search net for deals
visits yr siteand calls
need a new fridge
search net for deals
buys
visits yr siteand calls
need a new fridge
search net for deals
sales funnel
show up in SERPs
visit website
sign up for newsletter
open / read
buy
or see your PPC ad
or call for information
show up in SERPs
sign up for newsletter
visit website
show up in SERPs
sign up for newsletter
open / read
visit website
show up in SERPs
sign up for newsletter
buy
open / read
visit website
show up in SERPs
sign up for newsletter
or see your PPC ad
buy
open / read
visit website
show up in SERPs
sign up for newsletter
Owned=Channel a Brand Controls
Earned=When Customers ortraditional media become
the channel
Paid=Brand pays forUsing a channel
Website Blog
Tumblr Pinterest
Flickr Twitter
Facebook Google+
Advertisements
Facebook Promoted Posts
Promoted Tweets
Google AdWords
Your marketing sweet spot
Facebook shares
Magazine articles
Newspaper articles
Re-Tweets
+ ups in Google+
owned earned paid
distribute content
content types
• Photos• Videos• Text / written articles• Curated content
Photo credit: Yutaka Tsutano
SEO
truth
“SEO has evolved to become the result of an actual marketing strategy versus marketing tactics” Rae Hoffman
seo planning is step 1
• seo is not an item to be left to the end
• plan first• w/o planning, you’ll
never get where you want to be
Photo credit: Oatsy40
search engine optimization
• Company you keep• Associations• Quality results first• Demoting poor quality in favor of higher
quality
Google’s goal = best answers
“We show the results at the top that answer the user’s queries directly
(after all we built Google for users, not websites).”
Posted by Eric Schmidt, Executive Chairman, Google
seo components
• A strong SEO strategy has three core components: – links– content– social media
• What's become more pronounced in the last year is the relationship between these elements.
• Best user experience, e.g. mobile compatibility is no longer optionalRead more: 5 SEO Trends Every Entrepreneur Needs to Know for 2014
pandas, penguins, hummingbirds
fundamentals• solid, strong brand• great copy• adds value• well-designed site• useful information• fast• mobile responsive
all ins• Title
– page– file media library
• Text• Tags
– alt– post– H2, H3
• Page• Subheads• Descriptions
other considerations
• Inbound links• Bold• Cross site links as on-
page navigation• No “click this link”
rather, “click for map to our location”
Your Blog
why blog?
Companies that blog have
434% more indexed pages.
And companies with more
indexed pages get far more leads.
--Search Engine Strategies Conference, NYC 2013
blogging is..
Blogging is an essentialmarketing component for
your business
reasons to blog?
• Improve Search Rank• Build for Long-Tail Content• Community and Market Education• Communicate High Trust Content• Build Lists, Conversions and Reach• Build Brand Value and Equity
--Search Engine Watch
control of message
You are a self-publisherNew earned mediaGain share of voice
blogging steps
1. Platform Decision2. Platform Setup3. Research4. Plan5. Create6. Post7. Promote8. Evaluate/Adjust
wordpress• WordPress is the
dominant content management system platform.
• WordPress is used by 60.9% of all websites whose CMS is known
• 23.1% of all websites• 2 ‘flavors’
W3Techs article
WordPress.com
WordPress.org
blogger
tumblr
Source Tumblr's Top Draw as a Marketing Platform Is Its Wealthier User BaseRinging up revenue for retailers By Garett Sloane via AdWeek
Research
Blog Posts
Business Goals
What your customers care about
What you care about
What you blog about
what do you post about?
simple advice
Not sure where to start with your blog content?
Follow one, simple rule:
Help other peopleFrom Shareaholic Blog: 4 Ways to Increase Audience Engagement Kali Hawlk
advice on contentValuable content:• Useful or functional for readers
– how to do something– suggests an answer to a question
• Offers insights readers can apply to their own lives for clarity or solutions to problems
• Compels– strong, unique and genuine voice
• Speaks directly to a specific person• Demonstrates authority in niche
From Shareaholic Blog: 4 Ways to Increase Audience Engagement Kali Hawlk
Your content must:
• Provoke thoughtful questions.
• Encourage interested discussion.
• Provide intense happiness.
• Offer solutions to complicated problems.
From Shareaholic Blog: 4 Ways to Increase Audience Engagement Kali Hawlk
taxonomy
• Map it out• Identify primary• Supporting branches• Categories
– One per post• Tags as micro-
categories– Not contained in post
titles
plan blog categories
Cupcakes
Chocolate Birthday DecoratingChocolate BirthdayBirthday
Parent Category Child or
Secondary Categories
Parent Category Child or
Secondary Categories
plan ‘tags’- micro-categories
DarkChocolate
WhiteChocolate
MilkChocolate
ChildCategoryChocolate
Tags
create editorial calendar
Topic Mon Tues Wed Thurs Fri Sat SunCakes Birthday
CupcakesChocolate Cupcakes
Desserts How to decorate cupcakes with real flowers
Favorite Milk Chocolate Cupcake Recipes
Superhero Birthday Cupcakes
after posting...promotion
“The real magic lies in content promotion. Without it, your content will struggle to earn a social mention, let alone a quality backlink.”*
• Where will they see it?• What will motivate them?• Where will you/they share it?
*Robbie Richards in 16 Explosive Content Promotion Strategies
Social Media
why use social media?
“...value in bonding with an online community and reaching people where they already spend much of their time — on mobile phones and in social media apps.” NY Times
pew internet stats
73% of online adults use social media
42% use multiple social sites
71% of online adults are Facebook users
***Know your customer and where they are most likely to be in social media.
38384.0 38930.0 39569.0 39904.0 40299.0 40756.0 41122.0 41395.00
0.2
0.4
0.6
0.8
1
9%
89%
7%
78%
6%
60%
0.017%
30-49 50-64 65+
Social networking/media |61% of all adults
Slide credit: Lee Rainie, Director, Pew Internet Project Presentation 5 MEDIA SPACES WHERE PEOPLE LIVE
who uses what?
• Pinterest appeals especially to females users (4:1)• LinkedIn is especially popular among college
graduates and internet users in higher income households.
• Twitter and Instagram have particular appeal to younger adults, urban dwellers, and non-whites. – Substantial overlap between Twitter and Instagram user
bases.
Slide credit: Lee Rainie, Director, Pew Internet Project Presentation 5 MEDIA SPACES WHERE PEOPLE LIVE
understand each channel
social success
• YouTube appeared to be the strongest of the social networks at introducing new products (18%) and driving conversions (14%). – video is an important format for advertising to
potential customers. • Facebook came in a close second place in
terms of introducing new products (11%) and closing sales (10%).
from: Myth-Busting Social Media Advertising
social media best practices• complete profiles• share other’s content• ask, answer, participate• use different types of
content in different channels; esp. images
• monitor analytics/metrics• create for specific personas• calendar everything; plan;
schedule• social media plan
channel changes = ads• All channels are either using or contemplating /
experimenting with paid ads; ad promotion• Dec 2013 Facebook changed the algorithm that
determines which "stories" show up on the News Feed
• Facebook’s algorithm changes caused a decline in “organic reach and organic reach percentage 44% on average, with some pages seeing declines as high as 88%.”
• “Brand Page Reach Now Often Under 3%” Business Insider
compare success of ads
• due to changes in algorithms for social channels, paid ads are performing far better than organic.
from: Myth-Busting Social Media Advertising
3x higher conversion rate
from: Myth-Busting Social Media Advertising
case study
• Teach for America– enhancing reputation, mission driven– positioning organization for recruiting & placement– creating positive PR
• Strategy – fully integrated– blog– TeacherPop separate channel for teachers w/ it’s own
social channels– organization social media separate from teachers’
teach for america Pinterest
teach for america Twitter
teach for america instagram
share, friend, participate
e-mail marketing
1:1
one to onecommunication
email marketing creates ROI
• Recent survey of marketing professionals, 64% “believe in the ability of email marketing”
• integrate all marketing with their email marketing/list development
• adapting email marketing to mobile devices
email marketing requirements
• email marketing platform; e.g. MailChimp or ConstantContact, Vertical Response– CAN SPAM act
• list of ppl who have opted in to your email– segments work best
• brand centric template to use for your emails• email campaign strategy
common email marketing uses
• keep in touch with prior customers• nurture relationships with potential customers• seasonal offers or specials• product updates or news• sharing helpful articles or information• bringing traffic to your website
email marketing best practices
• Establish a clear purpose of communication• Tailor content to suit your audience• Distribute regularly• Make it visually engaging• Monitor the effectiveness of your emails
– Unique Opens, CTR, Forwards, Social Share, Best customers
The Next Web
Middleton Place Example
Why is this good?
• Visually Interesting
• Relates to Seasonal Goals
• Clean, organized
• Links to website
• Social Profiles
Improvements?
• Social sharing
pay per click
pay per click knowledge
• best for businesses with online sales– direct sales – when you can ask for specific action
• ads must be placed so they intersect your customer at the right time in buying cycle/search
• buyer personas can guide campaigns• landing pages
pay per click must dos
• determine network, Google, Bing, Facebook• set budget• keyword research• word ads• refine ads, campaigns, keywords• placement, mobile? Network? Search results?• Google Adwords will help you get started
lather, rinse, repeat
• monitor• adjust• refresh• keep alert to changes• competition
Photo credit: 1950sUnlimited