digital marketing strategy workshop - week 1
Post on 14-Sep-2014
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Class 1
Digital Marketing Lunch and LearnOnline Marketing Strategy &
Setting Yourself Up for Success
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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?
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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
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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
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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
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Google Keyword Tool Market Samurai
traffic vs. competitiveness allintitle: keyword
Social Media search.twitter.com listen to market speak
“Hints” from Google
Research: Keywords
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Competition = Top Ranking Sites Competitor’s Social Media Sites Evaluate Competitor’s Content Google - allintitle: Yahoo! - linkdomain:
Research: Competition
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Social Media compliments complaints common problems
Befriend a Librarian whostalkin.com Survey your market
Research: Market
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• 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
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Optimization: The SEO Balance
• Technical • Content• Links
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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
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Search Engines are deaf, dumb, & blind
Understanding How the Engines Work
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Universal & Personalized SearchImagesVideosNewsShoppingBooksPlacesBlogsRealtimeDiscussionsRecipesPatents
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Build Site Around Themes
Optimization: Content
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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
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Examples of supporting mediaVideo i.e. YouTubeSocial media Local search enginesGoogle ShoppingImagesMobile
Supporting Media
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Google AnalyticsIdentify Key Performance IndicatorsKnow how to find them
Search trafficReferrer trafficConversionsKeywordsVisitor map
Identify Potential ProblemsAbandoned shopping cartPage errorsErrors with forms
Analysis
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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
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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!
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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
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Class 2: Search Engine Optimization, Content,
and Building your Online Marketing Strategy
See You Next Week!