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Basic Internet Marketing https://www.jbmediagroupllc.com/internet-marketing-seminars/
Basic Internet Marketinghttps://www.jbmediagroupllc.com/internet-marketing-seminars/
Sarah BenoitCo-founder and Lead
Instructorof the JB Media Institute
President of Creative Original, Inc.
©2019 JB Media Institute LLC
It’s all about people.
©2019 JB Media Institute LLC
Your audience in never “everyone.”
Your business’s target audience is actually multiple niche audiences.
Internet marketingisn’t done alone.
©2019 JB Media Institute LLC
● Combine strategies like SEO, Public Relations, blogging, email marketing, networking, events, etc.
● You need support and feedback from others.
● Create partnerships to be effective.
Preparation and opportunity equal
success.
©2019 JB Media Institute LLC
In internet marketing some of the biggest wins come from being in the moment.
In order to make the moment really count you must be prepared to capture what’s happening and to engage with people in real time.
Algorithms are always changing.
©2019 JB Media Institute LLC
Algorithms adapt and change every month. They are run by AI that learns directly from our behavior and then adjusts the results based on that data.
Facebook and Google are making big changes while we speak and will continue to do so.
You don’t have to use every online tool.
©2019 JB Media Institute LLC
It’s better to do one thing well than multiple things poorly.
Find out where your audiences hang out online and meet them there.
Feel ©2019 JB Media Institute LLC
Branding
Branding
©2019 JB Media Institute LLC
Branding should both precede and underlie any marketing effort. Branding is not push, but pull. Branding is the expression of the essential truth or value of an organization, product, or service. It is communication of characteristics, values, and attributes that clarify what this particular brand is and is not.
Marketing may contribute to a brand, but the brand is bigger than any particular marketing effort. The brand is what remains after the marketing has swept through the room.
James Heaton of Tronvig Group
Branding
©2019 JB Media Institute LLC
ValuesWhat are the key drivers and motivators of your business? What does your company care about?
Visuals What colors, fonts, and style are aligned with your brand? What type of images and photos will connect with your audiences?
Stories What are the stories behind your brand, business, or organization? Who are the main characters?
Your brand is what you say it is AND it’s what
others say about it.
©2019 JB Media Institute LLC
Share ©2019 JB Media Institute LLC
The Science of Storytelling
Stories have been told by humans for thousands of years...both true and imagined tales. Telling your story isn’t “marketing” it’s a natural
action all humans are compelled to take. ©2019 JB Media Institute LLC
Emotion Affects Decision Making
Resource: Somatic Marker Hypothesis Date: 1994
Descartes' Error: Emotion, Reason, and the Human Brain
by Antonio Damasio
©2019 JB Media Institute LLC
Emotion Affects Decision Making
When individuals make decisions, they assess the value of the choices available to them, using cognitive and emotional processes.
When individuals face complex and conflicting choices, they may be unable to decide using only cognitive processes, so they rely on emotional processes even more in order to make decisions.
©2019 JB Media Institute LLC
Emotion Affects Decision Making Impairment in the vmPFC, which provides output to the Amygdala, affects a person’s ability to make decisions: Scientific evidence shows patients who have sustained injuries to the ventromedial prefrontal cortex (vmPFC), a key area of the brain for integrating emotion and cognition, have a reduction in the ability to feel emotion and the ability to make decisions.
https://scholar.harvard.edu/files/jenniferlerner/files/annual_review_manuscript_june_16_final.final_.pdf
http://ashrinagaming.tumblr.com/post/104572422185/a-different-explanation-of-toxic-players-in
©2019 JB Media Institute LLC
How Emotion Affects Memory
Emotions help memories more deeply encode in the brain with the help of the amygdala.
“When people experience positive emotional situations, they remember the situation with a broader viewpoint and remember more central details. Those that experience negatively-charged situation tend to narrow their attention, and thus encode a more focused memory, and remember more peripheral details.”
http://mercercognitivepsychology.pbworks.com/w/page/32235621/Emotion%20and%20Memory
©2019 JB Media Institute LLC
How Emotion Affects Memory
Example: People who witness a robbery tend to recall the gun in great detail, but not the perpetrator's appearance because the detail of whether or not the gun is pointed at you is very important in the moment and creates intense negative emotions.
"People don't just feel 'emotional.' They feel sad, scared, angry, happy. Those emotions have different functions, and they influence information
processing and memory in different ways.”
- University of California, Irvine, psychology professor Linda Levine, PhD
http://www.apa.org/monitor/sep05/feelings.aspx
©2019 JB Media Institute LLC
©2019 JB Media Institute LLC
Listen©2019 JB Media Institute LLC
Research
Research and strategy are really about listening to your audiences and discovering what they need
and want.
©2019 JB Media Institute LLC
Audience Segmentation
©2019 JB Media Institute LLC
Your social media audiences are made up of different groups of people that care about different things i.e. niches.
Find a way to relate to these people in a relevant, personal, emotional way in order to increase engagement.
What are you offering your audiences? How can you contribute something fun, educational, or entertaining to
your network?
Monitor and learn from the competition.
©2019 JB Media Institute LLC
Find out how your competitors’ brands and social accounts are performing and what they are doing.
Free Tools:
● Google Alerts ● SharedCount.com● Klear.com● Hootsuite.com
Paid Tools
● Buzzsumo.com● Mention.com● Brand24.com● SproutSocial.com
Research hashtags and keyword terms.
©2019 JB Media Institute LLC
Find out how people search for topics related to your products and services.
***Make note of niche audiences.
Hashtag Research Tools● ExportTweet● Hashtagify.me● Hashtags.org● Ritetag● HashtagTracking
Keyword Research ToolsGoogle Keyword PlannerAnswer the Public Keyword.ioWordstream Keyword ToolMoz.com Keyword Explorer
Collect customer feedback.
©2019 JB Media Institute LLC
Ask your current and past customers and clients to share their experience. Collect this data to review over time.
Google Forms (Google Drive):Design forms for free and turn them into spreadsheets. Survey Monkey:Design your own surveys and collect data. Feedback cards/table cards:Display comment cards with social media handles on tables/counters.
Use Digital Insights and Analytics.
©2019 JB Media Institute LLC
Tracking your performance is key. Don’t market without quantifying your success and identifying important data.
★ Google Analytics ★ Social media tracking i.e. Facebook Insights, Instagram Insights, Twitter
Analytics, LinkedIn Analytics, Pinterest Analytics, etc.★ Email marketing stats i.e. e-newsletter tracking, marketing automation,
CRM (customer relationship management), booking software, drip campaigns, contests, etc.)
Use Digital Insights and Analytics.
Take a look at your current tracking data to see what people are relating to most.
★ Reach/Impressions - the number of people who see your content★ Engagement/Engagement Rate - the number of likes, comments,
shares, retweets, hearts, etc. and reach divided by engagement equals the engagement rate.
★ Posts/content performance - content engagement and reach stats ★ Network growth - new likes, followers, fans, pins, etc.★ Website traffic/conversions - website visitors and conversions from
social networks (requires Google Analytics and Goals)
©2019 JB Media Institute LLC
Experience ©2019 JB Media Institute LLC
Website Usability and User Experience
What is the purpose of your website?
● Is your website an online business card? ● Is you website meant to drive sales or leads?● Is your website a place where customers, clients, or donors are supposed
to engage? Should they be reading your blog, sharing your content on social media, signing up for a newsletter, downloading your ebook?
● Is your website providing customer service to existing clients or donors? ● Is your website membership or account based? What do people get if
they sign up? ● Do you expect people to find your website when they search for things
on Google?
©2019 JB Media Institute LLC
Mobile Devices Rule
Mobile accounts for approximately half of web traffic worldwide. In the second quarter of 2019, mobile devices (excluding tablets) generated 48.91 percent of global website traffic, consistently hovering around the 50 percent mark since the beginning of 2017.
©2019 JB Media Institute LLC
Percentage of mobile device website traffic worldwide from 1st quarter 2015 to 2nd quarter 2019
The Importance of being Mobile Friendly AKA “responsive”
Your website must work on all devices. It must “respond” to the screen size and all text, images, videos, graphics, interactive features, and calls to action must be available to the visitor whether they visit on a computer with a big screen, an iPad or tablet, or an iPhone or Droid.
If certain features don’t work can they be removed from the mobile version ot simplify the visitor’s experience?
Your website must meet Google’s mobile design standards. Test your website here: https://search.google.com/test/mobile-friendly
©2019 JB Media Institute LLC
What is the Customer Journey
“The customer journey involves every interaction with your company, product, or service. When a customer buys your product or service, that transaction is merely the tip of the iceberg in what is essentially a journey created by all the moments leading up to and following the purchase. You could have great products, a nice website, speedy delivery and a dedicated customer service team, but any weak link (in what turns out to be a very long chain) could send potential customers elsewhere.” - from SurveyMonkey.com
©2019 JB Media Institute LLC
Mapping the Customer Journey
©2019 JB Media Institute LLC
Mapping the Customer Journey
©2019 JB Media Institute LLC
Google’s Micro-moments
ThinkwithGoogle.com
©2019 JB Media Institute LLC
What is Website Usability?
Web usability is the ease of use of a website.
In web design this generally relates to the presentation of information and the layout of the calls to action that generate site conversions.
https://www.nngroup.com/articles/usability-101-introduction-to-usability/
©2019 JB Media Institute LLC
What is Website Usability?
What are the needs, values, abilities, limitations,and expectations of your audiences.
This helps you gain a deeper understanding of your website’s goals, and your company or organizational goals and objectives.
http://www.usability.gov/what-and-why/user-experience.html
©2019 JB Media Institute LLC
The F Design
http://thenextweb.com/dd/2015/04/10/how-to-design-websites-that-mirror-how-our-eyes-work/#gref
The F Design
http://thenextweb.com/dd/2015/04/10/how-to-design-websites-that-mirror-how-our-eyes-work/#gref
The Z Pattern
https://instapage.com/blog/z-pattern-layout
The Z Pattern
https://instapage.com/blog/z-pattern-layout
Other Scanning Designs
https://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/
Scroll Tracking
https://www.nngroup.com/articles/scrolling-and-attention/
In the most recent study by the
Nielsen Norman Group, users spent about 57% of their page-viewing time above the fold. 74% of the viewing time was spent in the first two screenfulls (up to 2160px). This analysis disregards the page length — the result can be due to short page lengths or to people giving up after the first two screenfuls of content.
These findings are quite different from those 2010 when 80% of the viewing time was made up of
fixations above the fold. However, the pattern of a sharp decrease in attention following the fold remains the same in 2018 as in 2010.
Be Yourself ©2019 JB Media Institute LLC
Action
Strategic Planning
Step 1 Set clear, specific goals and choose the right tools for your audiences. Assign duties to team members, if applicable
Step 2 Organize and create graphics, videos, content topic ideas, campaign outlines, content schedules, and real time coverage.
Step 3 Make a plan for consistent tracking and reporting, as well as time for data reviews and analysis.
©2019 JB Media Institute LLC
Choose Your Tools Wisely
https://scholar.harvard.edu/files/jenniferlerner/files/annual_review_manuscript_june_16_final.final_.pdf
● SEO (search engine optimization) - the art of getting traffic from search engines like Google, Yahoo, Bing, etc
● Social media - participating in social networks like Facebook, Twitter, Instagram, Pinterest, Linkedin, etc
● Digital advertising - online ad platforms that are pay per click/cost per click/cost per impression
● Blogging/Vlogging - an easy to update content area of your website
©2019 JB Media Institute LLC
Choose Your Tools Wisely
https://scholar.harvard.edu/files/jenniferlerner/files/annual_review_manuscript_june_16_final.final_.pdf
● Video marketing - long and short from video content that is educational, promotional, or entertaining
● Online Public Relations - story pitches to media, journalists, and influencers
● Email marketing - consistent e-newsletters, drip campaigns, coupons/discounts, etc.
● Content marketing - compliments SEO, social media, PR, and advertising and can include ebooks, infographics, case studies, videos, etc.
©2019 JB Media Institute LLC
Leverage Your Strengths
https://scholar.harvard.edu/files/jenniferlerner/files/annual_review_manuscript_june_16_final.final_.pdf
What are you good at? What kinds of tools and strategies:
● relate to and are relevant to your audiences? ● get you excited?● make you feel comfortable and confident? ● are fun?● allow you to use your talent?
©2019 JB Media Institute LLC
Explore New Things
https://scholar.harvard.edu/files/jenniferlerner/files/annual_review_manuscript_june_16_final.final_.pdf
Most digital marketing tools were made for people who do not have a technical background or experience with technological tools. They were made for people who want to connect and communicate.
Have a flexible mind and be ready (or maybe even excited) for shifts and changes.
You are capable of more than you know!
©2019 JB Media Institute LLC
Be Realistic
https://scholar.harvard.edu/files/jenniferlerner/files/annual_review_manuscript_june_16_final.final_.pdf
1. How much time do you have to devote each week to marketing?
2. Where do you have traction or know you can achieve results?
3. There are not magic formula that can be applied to every industry, product, or brand.
4. It is always better to be consistent. 5. Think of your marketing in phases, have long and short
term goals.
©2019 JB Media Institute LLC
“Good marketers see consumers as complete human
beings with all the dimensions real
people have.”- Jonah Sachs
Author of Winning the Story Wars: Why Those Who Tell—and Live—the Best Stories Will Rule the Future
©2019 JB Media Institute LLC
#d2cc2d
Resources
JB Media InstituteFree Learning● Free Monthly Webinar● Free Digital Marketing Toolkit
Online Learning ● Content Strategy Roadmap
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Resources
Content Marketing
● Content Marketing Institute ● Moz.com ● WordStream (B2B Content Marketing)● Marketo.com● Neil Patel
#d2cc2d
ResourcesDigital Marketing● Ahrefs.com
● Moz.com
● Search Engine Journal
● Search Engine Land
● Social Media Today
● Buffer.com
● Hootsuite.com
● Sprout Social
#d2cc2d
Resources
Design and Usability
● ScienceofPeople.com● NNGroup.com ● Usability.gov● SmashingMagazine.com● UXMag.com● ThinkwithGoogle.com● Google Trends
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Thank you!
Sarah Benoit Lead Instructor & Co-founder of JB Media Institute-President of Creative Original, Inc. (828) [email protected] www.AshevilleWebDesign.net
Connect with me on social media!
http://www.facebook.com/SarahDBenoithttp://www.twitter.com/SarahDBenoithttp://www.linkedin.com/in/SarahDBenoit http://www.instagram.com/sarahdbenoit
