digital marketing 101
TRANSCRIPT
Digital Marketing 101
Presented by:
Hugh Garrett
Foundations of Internet Marketing
• Website
• Search Engine Optimization
• Social Media
• Email Marketing
Changing Marketing Approach
Websites
Why Are Websites Important?
• Home for all business information
– Products and services
– Staff and company history
– Location(s) and contact information
• Your 24/7/365 salesman
• Drive business through inbound marketing
• Drive business by using website URL in “traditional marketing” mediums (print, billboard, etc.)
Good or Bad?Stock duck?
What?
Just no.
Good or Bad?Clean and concise navigation
Calls out main focus
Highlights benefits
Leads into the rest of the site
Elements of “Good” Website Design
• Clean design with eye-catching graphics
• Clear and intuitive navigation
• Informative (and original) content
• Mobile responsive/mobile version of site
Emergence of Mobile
Responsive Web Design
Future of Mobile
• Google will be rolling out a “Mobile-Friendly” algorithm on April 21st
– “Yes or No” test– either mobile-friendly or not
– Will display different rankings for desktop and mobile searches
– Test your site: https://www.google.com/webmasters/tools/mobile-friendly/
Best Practices for Website Content
• 300 – 400 unique words per page
• Proofread!
• Keep it interesting– Use subheadings– Utilize bullet points– Helpful graphics
• One page per topic/service area/product
• Write for people, not for search engines
Search Engine Optimization (SEO)
Why is SEO Important?
• 75% of users never scroll past the first page of search results
• SEO leads have a 14.6% close rate; outbound leads (direct mail or print) have a 1.7% close rate
• Search beats social media by 300% when it comes to driving traffic to websites
On-Site Ranking Factors
Keyword Research
• 2- 3 keywords per page
– Choose based on page relevance
– Use Excel to “map” keywords to pages
• Mix short and long-tail keywords
– Short: “Digital cameras”
– Long: “Canon power shot digital camera”
Meta Information
• Page Title
How Meta Information Appears in Google
Page Title
Meta Description
Benefits of Blogging
• Google LOVES fresh content
• Blogs = more pages indexed
• More pages indexed = more traffic
• More traffic = more leads
• More leads = more business!
Blogging Ideas
• Company news
– Announce a new client/division
– Interview a new hire
• Industry news
• How-to guides
• Top 10 lists
• Photos around the office
Ever Wonder How This Happens?
Improving Local SEO
• Add photos and videos to your listings
• Encourage your customers to leave reviews on your Google+ Local page
– Don’t post fake reviews
– Don’t remove negative reviews (respond to them)
– Don’t post negative reviews about competitors
Social Media Marketing
Benefits of Social Media for Business
• 64% of Twitter users and 51% of Facebook users are more likely to buy the products of brands they follow online.
• 50% of shoppers have made a purchase based on a recommendation through a social media network
• Facebook shares have the greatest influenceon Google search rankings in the U.S.
Facebook’s Algorithm
Beating the System
• Posting once per day? Not anymore.
– Shoot for 3-4 posts per day
– Only post when you have something of value
• Photos and videos are Facebook gold.
• #UseButDoNotAbuseHashtags
– #OnlyOneorTwoPerPost
– #NoIrrelevantHashtags
• Consider using Facebook ads
Building a Fan Community
• Like/follow other businesses on Facebook/Twitter– Respond to and/or share their content
– Reach out to partner for cross-promotion
• Don’t just share your own content– Share links within your industry
– Tag authors/publishing brands
• Talk TO your fans, not AT them
Email Marketing
Email Marketing is NOT Dead
• Email marketing yields an average 4,300% return on investment for businesses in the United States.
• For every $1 spent on email marketing, the average return on investment is $44.25.
• 95% of those who opt into email messages from brands find these messages somewhat or very useful.
Building a Qualified Database
• NEVER buy an email list
• Place an email newsletter signup form on your website
– Place in a prominent location
– Promote in blogs and on social media
• Give people a REASON to receive your emails
Crafting an Email
• Short and concise subject
• Content ideas– Use recent blogs posts from your site
• Drives traffic back to your website• Summarize 3 – 4 blog posts, include images, and link each
back to your website
– Share a new page on your site (new products, services, etc.)
• Include social media links (with giveaways/contest information)
Measuring Success
Google Analytics
Dashboard
Who
How
What
Audience
Audience (cont.)
Acquisition
Behavior
View this Presentation Online:
www.PinnacleCreativeMarketing.com/Digital-Marketing-101
Contact:
Hugh Garrett
[email protected](843) 662-1581 Ext: 1004