digital marketing for direct marketers: discover, explore and engage 5 free tools to maximize your...
TRANSCRIPT
Digital Marketing for Direct Marketers:
Discover, Explore and Engage 5 Free Tools to Maximize your Efforts
Laisie Tu, hjc
#bridgeconf
Digital Marketing
E-Mail Marketing
Lead Gen
Organic
Conversion Optimization
Analytics
Content Marketing
Pay-Per-Click
Social Media
Digital Marketing Landscape 5 free tools
◦ How are each of them used?◦ When do you use them?◦ How are they connected?
Additional tools/resources Q&A
Agenda
Analytics - Learn how to effectively track marketing efforts by their source
Social media - Manage social media and monitor brand
Ad/Campaign planning - Gather free consumer insight to create innovative, effective, cutting-edge campaigns
Competitive intelligence – tools to optimize your online assets and be mindful of what else is out there
Our Goals Today
1. Google Analytics2. HootSuite3. Google Keyword Tool4. Google Insights5. Alexa.com
5 free tools
I know 50% of my advertising works and 50% does not, but I don't know which 50% it is.
Google AnalyticsTool #1
Google Analytics
It is a web analytics tool to understand behaviour on your website
Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage
Tool for business and market research
What is Google Analytics?
Who is coming to your website? What content do they like? Is our site effective? How do people respond to our radio
programs? AdWords campaign? Facebook campaign?
What is the ROI of our online programs?
It answers questions like…
1. Outline your goals / objectives◦ Why does your website exist?◦ What do you want people to do?
2. Align goals with relevant metrics
Examples:◦ Branding/Awareness => Traffic, Pages/Visit, Time on
Site◦ Sign up => Goal tracking◦ Watching a video, PDF download => Event tracking◦ Sale, Order, Donation => Goal tracking, E-
commerce
Key Priorities
How it works
Tracking Links
• Create unique tracking URLs to send data back to Google Analytics
• Required fields:• Campaign (i.e. Walk2012)• Source (i.e. homepage, Google, Facebook)• Medium (i.e. cpc, radio, display)
Google URL builderhttp://support.google.com/googleanalytics/bin/answer.py?hl=en-GB&answer=55578
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Google Analytics
Map Overlay
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Google Analytics – social flow
E-Commerce Tracking
E-Commerce
Goals / Filters
Why Use Google Analytics?
Google Analytics Website: http://www.google.com/analytics/
Blog: http://analytics.blogspot.com/ Conversion University:
http://www.google.com/intl/en/analytics/iq.html?&rd=1
Link builder: http://support.google.com/googleanalytics/bin/answer.py?hl=en-GB&answer=55578
Google Analytics Resources
HootSuiteTool #2
The leading social media dashboard to manage and measure your social networks
What is HootSuite?
Manage multiple social profiles – more for Twitter
Schedule messages and tweets Track brand mentions Analyze social media traffic, click stats Keyword Monitoring More functionality
◦ Built-in URL shortener (ow.ly)◦ Reply all◦ Auto-complete user names
When do you use HootSuite?
"HootSuite is an essential tool for managing social networks by allowing teams to efficiently track conversations and measure campaign results."- Pete Cashmore, CEO, Mashable
When do you use HootSuite?
HootSuite
HootSuite on the move
Shared dashboard view using customized columns◦ Monitor brand, staff mentions◦ Monitor key hashtags for events/conferences ◦ Monitor client comms/campaigns
How We Use HootSuite
Google Keyword ToolTool #3
Tool used to find keyword ideas based on actual Google search enquiries
Using a phrase, keyword, or website URL
What is Google Keyword Tool?
Google Keyword Tool
Assess through Google AdWords
Search Engine Marketing (SEM) or Search Engine Optimization (SEO)◦ To gather keyword ideas for Search advertising
campaigns (i.e. Google AdWords) or to optimize your website for higher rankings
◦ Identify similar keywords or more common phrases
◦ Compare search terms ◦ Estimate traffic of search campaigns◦ Identify irrelevant terms for negative keyword use
When do you use Google Keyword Tool?
Add to Negative Keyword List
Google InsightsTool #4
http://www.google.com/insights/search/ Tool used to compare search volume
patterns across specific regions, categories, time frames and properties
What is Google Insights?
Google Insights for Search
Campaign planning◦ Determine appropriate campaign run dates
(launch and end dates)◦ Determine who to target (regions)◦ Determine appropriate ad spend (budget)◦ Similar search terms (keyword)◦ Is this a hot topic in the media? (news)
When do you use Google Insights?
AlexaTool #5
http://www.alexa.com/ One of the leading internet statistics
engines Provides free, global web metrics and
rankings of many websites
What is Alexa?
Alexa.com
When you want to find out the most successful sites on the web by keyword, category, or country.
For competitive analysis, benchmarking, market research, or business development.
When do you use Alexa?
YOUR BRAND
25-34 Rents condo or
apartment Living with someone Fashion designer
80% female, 20% men 30% between 23-34 years of age Top interests: Fashion design &
collections, music, art, memorabilia, graphic design, crafts, interior design
Pinterest users have above avg incomes (41% make $50-100K)
According to Alexa, audience skewed towards not having children
35-44 City lovers Environmental
advocates Educated, affluent Social
16% between 35-44 years 25% with bachelors or higher 8% of users make over $100K HHI >100K+: 28.1% of users 85% went to some college, have a
bachelors or graduate degree
1. Google Analytics – track effectiveness of website, landing pages, marketing sources
2. HootSuite – manage multiple social network profiles and monitor online conversations
3. Google Keyword Tool – to gather keyword ideas for SEM/SEO purposes
4. Google Insights for Search – to assist with campaign and ad planning
5. Alexa – for business/competitive intelligence and for ad planning
5 tools - summarized
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Other Social Media Tools Tweetdeck CoTweet Quarkbase.com (high level info for
competitors) Topsy.com Bit.ly
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Other Keyword Tools Alexa.com (Free) SpyFu (Free & Paid) Keyword Spy (Free & Paid)
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Other Competitive Intelligence Tools Compete.com (Free and Paid) Alexa.com (Free)
YouTube for Nonprofits Program Google Grants Nonprofits on Facebook Flickr for Good
Nonprofit Resources
Thank you! Questions?
Don’t forget to visit the Solutions Showcase!
Many of the ideas discussed today are on display at the Solutions
Showcase! #bridgeconf