web marketing intro

Digital Marketing Intro

Jake Aull, ZenFires.com Web Marketing

April 2012

email | 404.259.5550 | zenfires.com | @jakeaull

•  T.O.C. –  Communications & Theory –  Writing Mechanics –  Web Marketing & SEO Objectives –  SEO Strategy & Plan –  SEO Stages of Execution –  SEO Details – Breakdown of Stages –  Review

Intro…

Web Marketing & SEO Objectives

-  SEO Objectives & PPC -  Page rank

- Top/first page results goals - PPC and first-page real estate

-  Social Media Objectives -  Engage with customers

-  Integrated marketing

-  Hub & Spoke

Objectivies

Marketing from the Hub

Communications Models & Theory

•  Broadcast (eyeballs; passive) vs two way collaborative communication (engagement; active)

•  Talk to me vs. talk with me

•  People want collaboration

Communications Models

•  Writing for SEO - Writing for search engines vs. writing for readers - Latent Semantic Content –  Contextual content

•  IMC (integrated mktg) –  Email –  Social media –  Advertising –  Local web listings –  Traditional channels

Communications Models

Bad Examples

Bad Examples

Reviews – Yelp

Reviews – Google Places (Maps)

Social Media “Listening,” or monitoring

Writing Mechanics

•  Web page titles and relevant copy (latent semantic content) –  You can search for your blog phrase in search engine…

•  Web writing with keywords

–  Writing for audience or writing for search engines? –  Tone and positiveness

•  The traditional marketing funnel (value chain)

(eyeballs>>awareness>>consideration>>preference>>action>>loyalty>>buyers; from Groundswell)

•  Clickstream and customer journey

•  Keyword funnels

Writing & Keywords

Social Media Dashboards (HootSuite)

•  Hash tags –  #FF, #MM, d, RT, etc. –  Hash tags as keywords

•  Use SEO keywords in Tweets and profile descriptions

•  URL shorteners and ht.ly

Twitter/HootSuite

Strategy & Plans

Keyword Discovery & Content Strategy

•  PROBLEMS TO SOLVE:

•  BENEFITS:

–  Why should customers visit our site or buy our product?

•  WHAT IS THE BRAND PERSONALITY WE WANT TO PROJECT? –  Tone of copy:

•  MARKETING/DIGITAL STRATEGY: –  Existing:

–  Proposed:

•  POSITIONING STATEMENT OR USP:

Customer Targeting and Journey

•  TARGET AUDIENCE:

–  CURRENT TARGET CUSTOMER BELIEF

–  CURRENT TARGET CUSTOMER CLICKING/BUYING BEHAVIOR

–  DESIRED FUTURE CUSTOMER BELIEF

–  DESIRED FUTURE CUSTOMER CLICKING/BUYING BEHAVIOR

•  WHY SHOULD CUSTOMER BEHAVE THIS WAY?

•  TARGET CUSTOMER INSIGHT:

•  KEYWORDS: –  Previous website & competitor keywords

–  Client list

–  Post-analysis recommendations

CALENDAR - TACTICS (LIST SPECIFIC CHANNELS/SITES):

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Additional Tactics Considered for Integration

•  Advertising:

•  Website integration:

•  Offline media:

•  Additional/ongoing monitoring/tools:

•  Additional Notes and Objectives: •  RATIONALE/REASONS WHY:

Digital Research & Monitoring Plan

•  Situation - e.g., online brand buzz has increased in recent months

•  Problem - e.g., brand is unaware of its online reputation

•  Measurement Objectives - e.g., identify quantity and ratio of existing online "brand fanatics" vs. haters

•  Measurement Questions - e.g., what tags (such as "love this brand") and channels best fit our problem and objectives?

7/12/2011 25

Digital Research & Monitoring Plan

•  Hypothesis - e.g., the brand has more social media promoters than detractors

•  Action Standard - e.g., more than 30% brand fans than detractors in Twitter

•  Measurement Method & Tool - e.g., TweetStats, GoogleAnalytics

7/12/2011 26

SEO Details – Breakdowns of Stages

•  Strategy & Discovery –  Keyword Analysis & discovery –  Marketing strategic alignment –  SEO plan –  Keyword/copywriting plan

•  Implementation & Programming –  Coding keywords & tags –  Robot.txt file –  Search engine integrations –  Analytics integrations & auto-reporting –  Geo-local integrations –  Google Images, video, etc.

The Stages of SEO

•  Link Building: –  Quality and relevance over quantity –  Press release/white paper placement –  Social bookmarking (Del.icio.us) –  Submission to share sites (e.g., Digg, Technorati) –  Search engine local directories/site submissions

(e.g., Yahoo! Local, InsiderPages, Yelp, etc.)

•  Brand-side SEO simplified –  Copywriters who know your industry best –  Keyword evaluation –  Monitoring –  Sharing/link building

Off-Site Link Building & Brand-Owned

•  Inbound web links (a.k.a. backlinks and referrals) are vital. Here's why: –  They boost search engine rankings (both for the target

website and themselves).

–  They increase paths to the target - more ways and places for visitors to find the site.

–  They create alternative entry paths for crawlers to specific web pages (even when the target site is not optimized for search engines).

Inbound & Social Links for SEO

SEO Lead-Gen Funnel Analytics

Bringing It All Together

A Web Marketing Strategic Approach

1). Formulate product/service business ideas and create a keywords list (start broad). 2). Test keywords in SEO and keyword analysis tools for top keywords in demand. 3). Research competitive sites from same tools and search results.

Web Marketing Starting Points

Keyword Testing

Keyword Comparison

4). Create promotions. 4a.) Buy email list. 4b.) Target and test emails. 4c.) PPC advertising 4d.) Set up social media channels and profiles. 4e.) Find existing communities on your niche. 4f.) Help and answer questions there; your

profile pulls viewers to your sites. 4g.) SEO (keyword build) your sites. 4h.) Submit your sites to social search

engines & share sites (Digg, Reditt, Del.icio.us). 4i.) Set up web landing pages & drive traffic.

Promotions & Channels

Review

•  Why does social media change communications models?

•  How to approach writing in social media…

•  Why is it important to identify and align marketing and SEO objectives?

•  How to form SEO Strategy & Plan

•  What are the major stages of SEO execution?

Review of Topics

The lesson of the 21st century is that people want to be involved and contributing; they want to be “prosumers.” We see it in communications models, product sourcing/R&D, we see it in the success of the social media boom.

Summary

Digital Marketing Intro

Jake Aull, ZenFires.com Web Marketing

April 2012

email | 404.259.5550 | zenfires.com | @jakeaull