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Staying Savvy - Evolving With Today's Digital Marketing Strategies
Heather N. Mangold, MBA Mangold Creative
• The Digital Grind • The Customer Journey • Website Optimization • Data, Analytics & KPIs • Search Engine Optimization • Performance Optimization
Introductions & Housekeeping
What to Expect in This Session…
Andafewfunfactsalongtheway!
• A how-to, step-by-step • A 101 overview, so I’m assuming you have:
• A website you aren’t totally ashamed to send people to
• A grasp on social media…and regular use of it • A basic understanding of digital marketing,
analytics, and search engine optimization
Introductions & Housekeeping
What This Workshop Isn’t…
• Advanced ideas and techniques • Ways to enhance your existing efforts • Great for all roles - not just technical marketers • Takeaways on each topic • And, hopefully, a little fun along the way
Introductions & Housekeeping
But,What it Will Be…
• Raised for small business • Graphic design vs.
spreadsheets • Earning CEO • The grocery store and my
kitchen • Reading 5 books at a time • Last chance to bail…
Introductions & Housekeeping
A Little about Me…
A Quick Exercise
How Long Have you “Been In” Marketing, Advertising, and Sales?
• Business Owner - Your $ and brand on the line • Marketer - Your job on the line • Salesperson - Your commission on the line • Other - You wear the marketing hat, willfully or woefully
Digital Marketing
• Is complex • Is ever-changing • Is exponentially integrated • Is a pain in every marketer’s… • Is not going away!
But Heather, it’s so OVERWHELMING!
Digital Marketing
• Is complex • Is ever-changing • Is exponentially integrated • Is a pain in every marketer’s… • Is not going away! • But…take heart. It is slowing down. A touch.
But Heather, it’s so OVERWHELMING!
• Get back to basics • Focus your efforts • Optimize and refine
But Heather, it’s so OVERWHELMING!
Conquering the Digital Grind…
The Customer Journey
Fun Fact:
97%ofdigitalconsumershaveusedsocialmediainthepastmonth-withusersspendinganaverageofnearly2.5
hoursADAYacrossdevices!
The Customer Journey
https://blog.prototypr.io/journey-mapping-pain-points-success-moments-ac2d6cbcafae
Right sizing $ expectations
The Customer Journey
Shopping for a home builder
Visits the Parade of Homes
Overwhelmed with options
Poor model home experience
Finds the perfect floorplan
Didn’t realize what “base price” means Loses the perfect
lot for sale; considers a remodel
Gaining confidence; preparing to list current home for sale
Agreeable contract price
Finds out a friend built with you
Buys
Make Your Brand Stand out; Positive Sales Team
Easy to Browse Floor Plan Options on Your Website
Educational Content Marketing on the Cost to Build
Strong Speaking Points on Building vs. Remodeling
Excellent Customer Experience & Referral Stories
Sales & Marketing Interactions
• Map your customer journey • Focus on “below the line” pain points • Identify key marketing interactions
The Customer Journey
Take Away Activity:
Website Optimization
Fun Fact:
ContentfreshnessisoneofthemetricsGoogletakesintoaccountwhen
givingyoursiteit’salmightyalgorithmicrank!
• Perform a content audit • What’s out of date? • What’s changed? • What’s missing? • What’s not user friendly? • Update accordingly
Website Optimization
Take Away Activity:
• Perform technical optimization • Load time - https://gtmetrix.com • Mobile - https://search.google.com/test/
mobile-friendly • SEO - https://seositecheckup.com
Website Optimization
Take Away Activity:
• Optimize landing pages • Commonly visited? • Campaign traffic? • Conversion friendly!
Website Optimization
Take Away Activity:
Data, Analytics, & KPIs
Fun Fact:
39%ofmarketerssayprovingtheROIoftheirmarketingactivitiesistheirtop
marketingchallenge.
• Macro - Every 2-5 years • Has the big picture changed? • Consistent KPI’s • Consistent tracking methods • Resist the urge to change too often
Data, Analytics, & KPIs
Takeaway Activity:
• Micro - Quarterly, at a minimum, monthly ideal • Testing your methods • Campaign performance • Algorithm changes • Market conditions • Trends
Data, Analytics, & KPIs
Takeaway Activity:
SEO - Local Search
Fun Fact:
Thenumberofmobilesearchescheckingforlocalbusinessesgrewbyover
250%between2017and2019.
• Claim and Cleanup Google My Business Page • Other NAP Citations - https://moz.com/
checkout/local/check • Work on consistency, categories, citation
volume
SEO - Local Search
Takeaway Activity:
• Are you already blogging? • If not…it’s time to start. • There’s no scan, software, or tricking the robot
this time. Content. Content. Content.
Search Engine Optimization
Takeaway Activity:
Performance Optimization
Fun Fact:
Weaksocialadscreatenegativeemotionalresponseinlessthanasecond:
beforetheviewerblinks.
Performance Optimization
https://www.optimizely.com/optimization-glossary/ab-testing/
Performance Optimization - Website
https://www.optimizely.com/optimization-glossary/ab-testing/
Our web traffic is growing, but contact forms aren’t.
Maybe a simple “quick contact form” would help increase conversions
Setup new short form, with fewer required fields
Use A/B testing plugin on website to deliver both forms to users
Measure which form receives more submissions
Deploy, and enhance some more!
Performance Optimization - Campaign
https://www.optimizely.com/optimization-glossary/ab-testing/
Banner ads seem to have dropped in effectiveness
Perhaps a special promotion would drive traffic?
Choose 3 promotional offers and headlines, design ads
Deliver 3 ad sets; run in equal rotation and monitor clicks, conversions, cost
Measure, optimize and shift digital budget to best performing ad
Watch for ad fatigue and continued performance
Takeaway Activity:
• A/B Test Everything • Email marketing - Built into most platforms • Website - Wordpress plugins, other platform
features • Ads - Run multiple versions, track campaign
performance and conversions
Title here
Takeaway Activity:
• A/B Test Everything • Photos • Headlines • Special Offers • Calls to Action • Landing Page Destination
Title here
• Performance Optimization - Website • Identify micro conversions & macro
conversions • Setup variable headlines, graphics, contact
form fields, etc. • Measure performance and deploy best
solution
Performance Optimization - Website
Takeaway Activity:
• Performance Optimization - Campaigns • Test campaign creative concepts • Setup variable headlines, graphics, contact
form fields, etc. • Consider different platforms, ad placements
Performance Optimization - Campaign
Takeaway Activity:
Digital Marketing
• Is complex • Is ever-changing • Is exponentially integrated • Is a pain in every marketer’s… • Is not going away!
Conquering the Digital Marketing Grind
• Get back to basics • Customer journey • Your brand
• Focus your efforts • Pick a few things, and do them well • Leading edge, not bleeding edge
• Optimize and refine • Always be evolving • Fine iterations • Track it, test it, and deploy it
Conquering the Digital Marketing Grind
Conquering the Digital Grind…