the top three digital marketing trends to watch in 2015
TRANSCRIPT
The Top Three Digital Marketing
Trends to Watch
ERIC HODGSON | CLIENT STRATEGIST
Tweet it: #GEONETRIC
Today’s Presenter
Eric Hodgson | Client Strategist | Geonetric
Eric brings over fifteen years of digital marketing experience to
his role at Geonetric. Eric collaborates with healthcare
organizations across the country to optimize their Web
strategies through content management, analytics, email
marketing and social media.
As a client strategist, Eric is focused on ensuring our healthcare
clients blow their fiscal year strategic goals out of the water.
Connect with him on Twitter at @hodgsonatgeo.
Geonetric Clients
Tweet it: #GEONETRIC
About Geonetric
Geonetric develops the VitalSite healthcare CMS,
and provides online marketing services to
hospitals, physician practices and health systems.
Tweet it: #GEONETRIC
Video Of This Webinar
Watch the Video
Knowing where to focus your valuable and limited
time is challenging. Attend this webinar and learn
which digital marketing strategies and tactics will
make the biggest impact in 2015.
Watch the webinar!
Tweet it: #GEONETRIC
Download This Free Research On
Healthcare Web Strategy
Find out how your peers are
answering questions like:
• Should I have a formal Web
strategy?
• How often should I update it?
• How do I use our Web strategy
to guide online initiatives?
www.Geonetric.com/WebStrategyTrends
The Top Three Digital Marketing
Trends to Watch
ERIC HODGSON | CLIENT STRATEGIST
Tweet it: #GEONETRIC
Revisiting 2014
• Did you focus your web content on reader benefit?
• Have you implemented and tested a strong email
marketing plan?
• Is your blog gaining traction and building your
reputation?
• How have you engaged the community through social
channels?
Tweet it: #GEONETRIC
Web as the Hub
“One too many” by Tom Ventura, used under CC BY (https://www.flickr.com/photos/tgv/329800292)
Tweet it: #GEONETRIC
All Efforts Push to Your Site
• Publications link to your site to finish the story.
• Local media pushes to your site for more information.
• Social activity drives to your site to complete actions.
Tweet it: #GEONETRIC
Everything can be Tracked
• Social tracking
• Campaign monitoring
• Web analytics
Tweet it: #GEONETRIC
Three Digital Trends to Watch
• Search Engine Optimization
• Social Content Management
• Video as Web Content
Tweet it: #GEONETRIC
Search Engine Optimization
“Binoculars at the Top of the Rock” by Jeramey Jannene, used under CC BY (https://www.flickr.com/photos/compujeramey/5037340040)
Tweet it: #GEONETRIC
Why SEO?
15%
20%
25%
30%
35%
40%
45%
50%
55%
1/1/2014 3/1/2014 5/1/2014 7/1/2014 9/1/2014
Top Channels
% Direct % Organic Search % Referral
Tweet it: #GEONETRIC
Analyze Queries
• Organic terms: What terms
have people used to find
you?
• Site search: What are
people looking for while
on your site?
Tweet it: #GEONETRIC
Manage Great Content
• Hit the basics with page
structure.
• Answer questions users
have through
conversational content.
• Review and improve this
content on a regular
basis.
Tweet it: #GEONETRIC
Expand Your Listing
Tweet it: #GEONETRIC
Social Content Management
“Hubble's Last EVA - Scenes from the STOCC” by NASA Goddard Space Flight Center used under CC BY (https://www.flickr.com/photos/gsfc/3542804984)
Tweet it: #GEONETRIC
Why SCM?
Tweet it: #GEONETRIC
Outline Your Presence
• Gather up all your network activity with a social account
inventory.
– Which networks are you on?
• Do you have multiple accounts on one network?
– Who are the content owners?
– How active is the account?
Tweet it: #GEONETRIC
Point Owners in the Right Direction
• Develop publishing and reporting processes to keep
content owners honest and engaged.
– Make it easy for content owners to see statistics
– Share statistics by campaign and on a regular basis
Tweet it: #GEONETRIC
Tweet it: #GEONETRIC
Video as Web Content
“DSC_8885_pp” by Walter used under CC BY (https://www.flickr.com/photos/walterpro/14636089191)
Tweet it: #GEONETRIC
Why Video as Web Content?
Top Sites in the United States
Tweet it: #GEONETRIC
Post Broadly
• Post videos directly on Facebook, rather than just
sharing a link.
Tweet it: #GEONETRIC
Make Your Video Findable
• Spend time on the title and description of each video,
including a link to your site.
Tweet it: #GEONETRIC
Share on Your Site
• Embed relevant videos throughout your site.
Tweet it: #GEONETRIC
Guide Users to Your Actions
• Close with a brand screen and call to action.
Tweet it: #GEONETRIC
One Step Further
• Provide clicks throughout video.
• Control related videos at the end
• Push people to subscribe to your channel
Tweet it: #GEONETRIC
Questions?
Tweet it: #GEONETRIC
Have a Successful 2015
• Understand key search patterns and develop content
that answers the users’ questions.
• Organize your social marketing efforts and track
effectiveness of every post.
• Turn your content up a notch by incorporating targeted
video.
• Continue to push your efforts to the web to optimize
the user experience and track success!
Tweet it: #GEONETRIC
Download This Free Research On
Healthcare Web Strategy
Find out how your peers are
answering questions like:
• Should I have a formal Web
strategy?
• How often should I update it?
• How do I use our Web strategy
to guide online initiatives?
www.Geonetric.com/WebStrategyTrends