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Digital Marketing Basics BIZaroo March 19, 2014
| Date post: | 17-Jul-2015 |
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Digital Marketing Basics BIZaroo
March 19, 2014
Who Am I?
Eric Scism
Sr. Digital Marketing Strategist @ GS&F
Hobbies: Cigars & Bourbon, Hockey, Digital Marketing
Twitter: @EricScism or @stogiesotr_eric
LinkedIn: http://bit.ly/ESLinkedIn
SEO
What is SEO?
What is SEO?Who Needs SEO?
What is SEO?Who Needs SEO?
Why?
What is SEO?Who Needs SEO?
Why?
I want more traffic to my site!
What is SEO?Who Needs SEO?
Why?
I want more traffic to my site!More Traffic = More Leads, Sales & Business
Growth!
What is SEO?
85%of Consumers search online for local businesses
http://searchengineland.com/study-72-of-consumers-trust-online-reviews-as-much-as-personal-recommendations-114152
It’s Just One Channel
SEO
It’s Just One Channel
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/business-and-industrial/medium/generic-paid-search
SEM
What is SEM?
What is SEM?Anyone doing it?
What is SEM?Anyone doing it?
Why not?
What is SEM?Anyone doing it?
Why not?
What is SEM?
Don’t want to cannibalize my
SEO
Anyone doing it?
Why not?
What is SEM?
Don’t want to cannibalize my
SEO89% of the traffic generated by search ads is not replaced by organic clicks when ads are paused
http://googleresearch.blogspot.com/2011/07/studies-show-search-ads-drive-89.html
Anyone doing it?
Why not?
What is SEM?
http://googleresearch.blogspot.com/2011/07/studies-show-search-ads-drive-89.html
Here’s why.Organic Search Click Through Rate
What is SEM?Here’s why.
33%
3-5% 6%
It’s Just One Channel
SEO SEM
It’s Just One Channel
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/business-and-industrial/medium/generic-paid-search
social media
Is everyone on social media?
Is everyone on social media?Facebook
Is everyone on social media?Facebook
Is everyone on social media?Facebook
Google+
Is everyone on social media?Does social media have any bearing on SEO?
Is everyone on social media?Does social media have any bearing on SEO?
200+ Ranking FactorsTop Ranking Factors in 2014
http://www.searchmetrics.com/wp-content/uploads/seo-ranking-factors-2014.png
Is everyone on social media?Does social media have any bearing on SEO?
It’s Just One Channel
SOCIALSEO SEM
It’s Just One Channel
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/business-and-industrial/medium/generic-paid-search
digital display / remarketing
Anyone?
Anyone?One of the cheapest advertising channels available
Loews Hotels saw an increase of 60% in revenue, a 57% lift in bookings and a 9% lower CPA
https://www.thinkwithgoogle.com/products/remarketing.html
It’s Just One Channel
SOCIALSEODIGITALDISPLAY
SEM
It’s Just One Channel
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/business-and-industrial/medium/generic-paid-search
email marketing
Right to your customers
Right to your customersAlready opt-ed in to hear from you
http://www.marketingsherpa.com/article/case-study/triggered-email-ecommerce
Right to your customersAlready opt-ed in to hear from you
Triggered messages are among the company’s strongest performers. Here are the team’s average results for automated emails and manual batch-and-blast campaigns:
Open rate: 28% for automated emails, 17% for manual
Clickthrough rate: 5-6% for automated, 2-3% for manual
Conversion rate: 11% for automated, 6% for manual
Revenue per email: $0.44 for automated, $0.16 for manual
http://www.marketingsherpa.com/article/case-study/triggered-email-ecommerce
It’s Just One Channel
SOCIALSEODIGITALDISPLAY
SEM
It’s Just One Channel
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/business-and-industrial/medium/generic-paid-search
what if
It’s Just One Channel
SOCIALSEODIGITALDISPLAY
SEM
Integrated Digital Strategy
SEO
SOCIAL
EMAIL SEM
DIGITALDISPLAY
real life example
Integrated Digital Marketing
Integrated Digital MarketingDetermine Your KPIs
Integrated Digital MarketingDetermine Your KPIs
1) Advertising Revenue2) Affiliate Income3) Poster Sales
Integrated Digital MarketingHow do we get there?
SEO
SOCIAL
EMAIL SEM
DIGITALDISPLAY
Integrated Digital MarketingStart w/ SEO
Include targeted keyword in title tags & meta descriptions on the page!
Integrated Digital MarketingPromote on Social Media
Start with Google+ and get the page indexed quickly
Integrated Digital MarketingPromote on Social Media
Start with Google+ and get the page indexed quicklyPost on Facebook might have to boost the post
Integrated Digital MarketingPromote on Social Media
Start with Google+ and get the page indexed quicklyPost on Facebook might have to boost the post
Post to Twitter, repeatedly
http://meetedgar.com/letsgo/
Integrated Digital MarketingPromote on Social Media
Start with Google+ and get the page indexed quicklyPost on Facebook might have to boost the post
Post to Twitter, repeatedly
http://meetedgar.com/letsgo/
Integrated Digital MarketingRetarget on display
Integrated Digital MarketingRetarget on display
Integrated Digital MarketingBuild your email list
Integrated Digital MarketingBuild your email list
Integrated Digital MarketingBuild your email list
Integrated Digital MarketingBuild your email list
Integrated Digital MarketingHow does it all come together?
Integrated Digital MarketingHow does it all come together?
Integrated Digital MarketingHow does it all come together?
1) Advertising Revenue - $5002) Affiliate Income - $503) Poster Sales - $30
Integrated Digital Strategy
SEO
SOCIAL
EMAIL SEM
DIGITALDISPLAY
thank you
