digital marketing master class session 3

Digital Marketing Masterclass


About

● Not for profit 501(c)(3) Volunteer Organization

● Resource partner of the U.S. Small Business Administration

(SBA)

● Over 340 Chapters and 11.000 Volunteer Mentors Nationwide

● 70+ Mentors in NYC

● FREE and Confidential Business Counseling available to

anyone.

SCORE NYC

26 Federal Plaza, Room 3100

New York City , NY 10278

(212) 254-4507

[email protected]

Maurice Bretzfield Kenny Soto

[email protected] [email protected]

SCORE NYC

Resource

Volunteer

Digital Marketer

SCORE NYC

Certified Business

Mentor

Digital Marketing

Evangilist© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.



Our Goals For YouTo instill in you the

passion, dedication,

and commitment

required for you to

become a successful

Digital Marketer

To show you a new

way to think about how

to build a business now

For you to understand

that DM is a journey.

The train has pulled out

ot the station and just

keeps accelerating

That you will

understand that

successful Digital

Marketing requires

continuous learning

and that the digital

universe is evolving,

literally,

at the speed of light.



Digital Marketing Masterclass Series

For SCORE NYCSession 1 - January 14, 2017

Session 2 - February 4, 2017

Session 3 - February 11, 2017

Session 4 - March 4, 2017

Session 5 - April 15, 2017

Session 6, May 20, 2017

Certificate of Completion

of The Digital Marketing

Masterclass from

SCORE NYC.



What You’ll LearnSession 3 - February 11, 2017

● Recap of Session II

● Site Design - Mobile and Desktop including Schema, Landing Pages, Security, <H>,

URLs, Page Titles, CTAs, Audit, Meta Description, ALT Tags, Robots.txt, XML Sitemaps,

Custom 404, Load Time, SSL Secure, W3 Compliance

● SEO - An Overview Including MarTech

● Google Webmaster & Search Console

● Working With Analytics - From Insight to Action

● Google Adwords & setting up PPC

Business Tip: Find Mentors



Find Them Online Too!



Questions Asked Last Week


1. A “Service Business

Storytelling Model”

2. Time Management

https://michaelhyatt.com/welcome/

https://michaelhyatt.com



https://archive.org/



https://archive.org/



The Learning Curve

The Adoption Curve



1. Start

2. Start With A Small Plan

3. Roll Out Over Time

Based on Results

4. Invest In What Works

5. Try Something New

6. Rinse and RepeatWhat to do first????????????

Focus on the immediate and always keep your eye on the horizon

Some Perspective…..

12 Months

24 Months

6 Months

Exponential Change Means The Time-Horizon Shortens



9 Months

18 Months

6 Months




6 Months

12 Months

3 Months



“Surf”

Focus on your

industry, your,

your products,

your competitors,

industry leaders

and websites that

do it well …..



Research

Research

Research

(and then

more

research!)



Resources

www.searchengineland.com

contentmarketinginstitute.com

moz.com/blog

marketingland.com

chiefmartec.com

socialmediaexaminar.com

socialmediatoday.com

contently.com/strategist

adage.com

inbound.org

http://www.searchengineland.com

http://contentmarketinginstitute.com/

https://moz.com/blog

http://marketingland.com/

http://chiefmartec.com/

http://www.socialmediaexaminer.com/

http://www.socialmediatoday.com/

https://contently.com/strategist/

http://www.adage.com

https://inbound.org/

Facebook Search



Search

Amazon Search



Developing A Content Strategy



Developing A Content StrategyWhat A Blog Post Can Be

https://moz.com/blog/keyword-year-content-rankings-hack-whiteboard-friday

https://moz.com/blog/keyword-year-content-rankings-hack-whiteboard-friday





1. A “Service Business

Storytelling Model”

2. Time Management







Create a Keyword Strategy

Learn Your Customer's Language.

How Do THEY describe you, your product, your industry, a

meme, a trend???



https://blog.kissmetrics.com/wp-content/uploads/2013/07/keyword-research-target-model.png

https://blog.kissmetrics.com/wp-content/uploads/2013/07/keyword-research-target-model.png

Create a Keyword Strategy



Google Trends

https://www.google.com/trends/



Step 2: Use Your Initial 10 As Root Keywords

Use Ubersuggest, Google Keyword Planner Tool

and/or Semrush to generate lists of related

search terms.

You can also use competitor domains in

SEMrush to find what search terms they are

ranking for.

Keyword Research

Build Your Semantic Core

http://longtailpro.com



Keyword Research

http://longtailpro.com



Long Tail Keyword Phrases



Understanding Search Intent

https://moz.com/blog/keyword-driven-personas-whiteboard-friday



Understanding Search Intent

https://moz.com/blog/keyword-driven-personas-whiteboard-friday



LaaS - Listening As A Strategy

Total Focus On Customers

What Are They Telling You They Want?

Listen To Your Customers, They’re

Speaking To You

Experiential Marketing

What Experience Does Your Brand Promise?





Michael Hyatt








Make Your Customers Your Collaborators

Develop The Narrative - Start The Conversation

and ENGAGE WITH Your Customers

Tell Them A Story.

Listen To Their Story.

Tell Them THEIR Story.

Tell Each Other’s Story.

Communicate And Bond

Develop Empathy.

Rinse and Repeat.

Keyword = Empathy


Make Your Customers Your Collaborators



The First Step - Content Creation

Creating A Content Marketing System



The Second Step - Content Distribution



Developing A Content StrategyBuilding an editorial calendar

1. What is the topic?

2. What is the content format?

3. Who’s going to produce it?

4. Where does it get distributed?

5. When does it publish?





Having one eases stress.

You and your team will

always know what you need

to work on.



The Third Step - Analyze Your Results


Google Analytics Facebook Analytics



The Final Step - Repeat the cycle




A Window Of Opportunity



● 2017 will mark a major milestone for ad spending, as total digital surpasses TV for the first time.

● Total digital ad spending will increase 15.4% this year, to $68.82 billion.

● Mobile ad spending in the US will grow 38.0% this year to equal $43.60 billion. That means mobile represents 63.4% of total digital ad spending in the US this year.

● By 2020, TV ad spending’s share will drop below one-third of total media ad spending for the first time in the US.

On-Page 25%

Off-Page 75%




Search Engine Optimization (SEO)



https://moz.com/beginners-guide-to-seo

Resource

https://moz.com/beginners-guide-to-seo



Great Site Design and Great SEO

Great Unique, Authentic Content...

Great Site Design



No One Wants To

Dance With An Ugly

Cowboy

On The Web First

Impressions Are

Everything

Great USABLE Design Is

Imperative



Great Site Design

Webby Awards

http://webbyawards.com/winners/2016/

Optimizing Site Design - Strategic Plan & Architecture

Plan Before You

Build



Plan Before You Build





Build Flowcharts And Diagrams

Accelerated Mobile Pages (AMP) specification

Accelerated Mobile Pages

(AMP)



How To Get Started With

Accelerated Mobile Pages

(AMP)

https://www.ampproject.org/docs/reference/spec.html

http://searchengineland.com/get-started-accelerated-mobile-pages-amp-240688

Search Engine Land’s Guide To SEO



The Periodic Table of SEO Success

Factors

http://searchengineland.com/guide/seo

UX - Usability



Search Engine Optimization (SEO) and Website Design



Uses Semantic Core

Secure

Link Structure

Title Tags

Load Time

XML Site Map

W3 Compliance

Alt Tags

Custom 404

Schema

Meta Description

Robots.txt

Website Engineering




Website Engineering

https:// SECURE

https://www.godaddy.com/web-security/ssl-certificate

https://www.godaddy.com/web-security/ssl-certificate




Website Engineering

URL Structure

The URL of a web page is its web address (www.). For example, Nancy’s company, The Business of

Me’s URL is http://www.thebusinessofme.com.

The URL structure of a site is about how the different URLs connect with each other either on or off the

site..

Principles of Good URL Structure:

• Avoid deeply nested URLs. Here is an example of what a deeply nested URL would look like:

http://yoursite.com/about/management/contact/phone. Deeply nested pages will get less SEO credit.

You can fix this problem by optimizing your overall site design and it’s navigation.

• Include keywords in your URLs. If you've already purchased your main URL, then don't worry about

buying a new one just for this sake. But you can optimize the URLs of your interior pages to include

keywords.

• For your internal page URLs, separate individual keywords with dashes (-) (not underscores (_)). For

example: www.thebusinessofme.com/financial-self-sufficiency is a good URL that captures "financial

self-sufficency" as a keyword.

URL Structure



http://www.thebusinessofme.com




Website Engineering

Title Tags




Website EngineeringWebsite Engineering

Meta Description




Website Engineering

Load Time

PageSpeed

Insights

Analyze your site performance

The PageSpeed tools analyze and

optimize your site following web best

practices.

https://developers.google.com/speed/pagespeed/

https://developers.google.com/speed/pagespeed/




Website Engineering

Robots.txt File

Robots.txt File GeneratorAbout /robots.txt

http://tools.seobook.com/robots-txt/generator/

http://tools.seobook.com/robots-txt/generator/

http://www.robotstxt.org/robotstxt.html



“Allow” “Disallow”




Website Engineering

XML Sitemap

Build and submit a

sitemap

https://support.google.com/webmasters/answer/183668?hl=en




Website Engineering

Custom 404

List of

HTTP status codes

https://en.wikipedia.org/wiki/List_of_HTTP_status_codes




Website Engineering

Alt Tags

HTML <img> alt Attribute

http://www.w3schools.com/tags/att_img_alt.asp




Website Engineering

Schema Markup

Welcome to Schema.org

Introduction to Structured

Data

About Structured Data Markup

Helper

Google Data Highliter

http://schema.org/

https://developers.google.com/search/docs/guides/intro-structured-data


https://www.google.com/webmasters/tools/data-highlighter?siteUrl=http://www.mauricebretzfield.com/




Website Engineering

W3C Compliance

StandardsMarkup Validation Service

Check the markup (HTML, XHTML,

…) of Web documents

https://www.w3.org/standards/

https://validator.w3.org/

User Experience (UX)





SEO is now ALL about producing a high quality

User Experience (UX)

UX - Usability

25-point Website Usability Checklist

http://www.usereffect.com/topic/25-point-website-usability-checklist



http://www.usereffect.com/topic/25-point-website-usability-checklist

UI (User Interface) Design





Do Keyword Research FIRST.

Keyword Research is a KEY

architectural element.

Semantic Core

KISS

Optimizing Site Design





Color Scheme

Usability &

Utility

Typography

Layout

Design

CTAs

Social SharingFont Choices

Optimizing Site Design For Users

Navigation




Font Choices

Google FontsLimit How Many Fonts You Use

Choose your primary font and use it in

two or three sizes. You can use a

second font for contrast and highlight.

https://fonts.google.com/




Color Scheme

Great Site Design - Color

Choosing the perfect chromatic palette is

important in order to effectively

communicate the message, in order to

strengthen the idea of a unique entity

and to create brand awareness.

Colors greatly influence the human state

of mind. The color scheme that you use

on your web site can entice the visitor to

engage in the goal of your site (i.e. make

a purchase or request your services) or

leave it after the first few seconds.




Color Resources

http://paletton.com/ http://www.colorcombos.com http://www.pictaculous.com

http://htmlcolorcodes.com/color-picker

http://paletton.com/

http://www.colorcombos.com

http://www.pictaculous.com

http://htmlcolorcodes.com/color-picker




Social Sharing




CTA’s




Navigation

Webby Awards - Best Navigation Structure 2016

http://webbyawards.com/winners/2016/websites/website-features-and-design/best-navigationstructure/

Great Site Design - Navigation

KISS





Website Design & Landing Pages

Responsive Web Design



https://en.onpage.org/product/tour/

Use The Tools

Browser Extension

moz.com

https://en.onpage.org/product/tour/

www.moz.com



https://www.google.com/webmasters/learn/

The Quality Guidelines are the single most

important way that Google conveys its standards...

https://support.google.com/webmasters/answe

r/35769?hl=en

google.com/webmaster

https://www.google.com/webmasters/learn/


www.google.com/webmaster



https://www.youtube.com/user/GoogleWebmasterHelp

https://www.youtube.com/user/GoogleWebmasterHelp



SEO - Search Engine Optimization

What We See What Google Sees



Website Design

Learn How To Code

www.Udemy.com

www.Codecademy.com

www.LinkedIn.com/learning

HTML Element Reference<ALT> <Meta Description> <h> <title>

www.Udemy.com

www.Codecademy.com

www.LinkedIn.com/learning

http://www.w3schools.com/tags/default.asp

Optimize Your Website - Content

The Most Important Element Of Your Site Is It’s

Content

● Great content is content that you users are looking for

that will educate, inform or entertain them.

● Great content is content that is brief, well written and to

the point.

● LESS IS MORE.

An attribute of a great writer is learning to use the

fewest amount of words to make the point.

● # of Words



Types of Content





When Google crawls your site, it updates the information related to it, such as your keywords and other

SEO factors. Therefore, you want Google to crawl your site as often as possible.

The best thing you can do to make Google crawl your site more frequently is to regularly produce fresh

content and publish it on your website.

Optimize Your Website - Google Crawl Date

The More Often You Publish The More Often Your Site Gets Indexed

Optimize Your Website - Google Crawl Date



Remember To Update Your Site Map Everytime You Publish New Pages Including Blog Posts



Latent Semantic Indexing



Google only ranks your site if it has high-quality content

https://support.google.com/webmasters/answer/6001093?hl=en&ref_topic=4631146




Headlines and Subheadlines

http://www.aminstitute.com/headline/

http://www.aminstitute.com/headline/




A Grammar Correcting Tool For Your Content

www.grammarly.com

Grammar and Spelling Are A Very Important Quality Factor

http://www.grammarly.com



● The content on the page must be unique. It must be compelling, interesting, information,

educational and/or funny.

● Don’t stuff the page with keywords.

● Make it easy for users to navigate to other portions of the site, especially areas of the site that have

similar content. In other words, create internal links to other articles or pages that shed light on the

subject under discussion.

● Make sure that the content is long enough to treat the subject with sufficient detail. There is no word

count that works well for every subject.

● Each article should be about a single subject.

● The web page as a whole should support that single subject.

● Affiliate links or ads tend to detract from the page experience. Use them with caution or not at all.

● If you create pages dealing with finances, medical information, or legal information, the quality must

be higher than average.

● The page should convey information, videos, pictures, or some other form of content that is helpful.

Quality



● Automatically generated content

● Participating in link schemes

● Creating pages with little or no original content

● Sneaky redirects

● Hidden text or links

● Doorway pages

● Scraped content

● Participating in affiliate programs without adding sufficient value

● Loading pages with irrelevant keywords

● Creating pages with malicious behavior, such as phishing or

installing viruses, trojans, or other badware

● Abusing rich snippets markup

● Sending automated queries to Google

NOT!



Backlinks (Links From Other Sites) Accounts For Most Of The 75%

We Frankly Don’t Know What Makes Up The Rest. Social Signals?



Link Building and Influencer Marketing

This Is PR In The Digital Age



#1 - Create Great Content




#2 - Build Relationships

● LinkedIn Groups

● Facebook Groups

● Influencers on Instagram

● Be Patient

● Write guest posts on

reputable websites in your

niche

● Reach out to everyone

quoted or mentioned in your

blog posts. moz.com


https://moz.com/followerwonk/proBuzzStream.com

https://moz.com/researchtools/ose

https://moz.com/followerwonk/pro

buzzstream.com



#2 - Build Relationships


● Search Twitter

● Search Facebook

● Search LinkedIn

● Search Instagram




Getting Backlinks Through Guest Posts

● Keyword “submit a guest post”

● Keyword “guest post”

● Keyword “guest post by”

● Keyword “accepting guest posts”

● Keyword “guest post guidelines”

Example: Home Decor “guest post guidelines”




Evaluate Potential Partners




Finding Influencers & Backlink Partners Through Social Search




Tips:

● Look for people, not

brands.

● Start off small - look for

audiences of 200-1,000.

● Any engagement is good

engagement, followers

are a vanity metric.

● Find out what value

you can bring to the

influencer.



Link Building and Influencer MarketingFinding Influencers & Backlink Partners Through Social Search



The 8 Things Influencers Can Do For Your Brand

1. The Megaphone: Spread the Word to Their Audience

2. The Reporter: Cover Your Event Like a Journalist

3. The Face: Be a Spokesperson for Your Brand

4. The Connector: Introduce Your Brand on a New Social Platform

5. The Creative: Produce Creative Content for Your Brand

6. The Neighbor: Spark and Facilitate Conversations in Your Brand’s Online Community

7. The Ambassador: Brand Ambassadors Find Creative Ways To Reach The Community




Reach out to the people you meet online and ask for advice. People love to

be asked for their help, advice and counsel.

Plan Your Approach

Be strategic. Have a plan. Think it through BEFORE you make any approach.

Reach pretty high. You’ll be surprised by the response you get if you think

your strategy through before you take action.



Assignments Session 3 - February 11, 2017

● Go on a “Surfin Safari” (Until Daddy Takes The T-Bird Away!)

● Sign Up for and begin reading publications. Use Feedly. Logon Everyday.

● Take the Google Webmaster Academy courses.

● Do a site audit and log all of the issues using WooRank & Onpage.org.

● Use Your List of ten keywords or keyword phrases that describe your business. Expand

on it and create your Semantic Core and discover long-tail phrases that are good

content creation ideas.

● Take the Digital Analytics Fundamentals and the Google Analytics Platform

Fundamentals courses on Google Analytics Academy.

● Create an editorial calendar for the month of June.

● Install Google Analytics on your site.

● Find a list of 15 influencers (social media platforms can vary).

● Create A List of Blog Post Ideas



Resources

www.searchengineland.com

contentmarketinginstitute.com

moz.com/blog

marketingland.com

chiefmartec.com

socialmediaexaminar.com

socialmediatoday.com

contently.com/strategist

adage.com

inbound.org

http://www.searchengineland.com

http://contentmarketinginstitute.com/

https://moz.com/blog

http://marketingland.com/

http://chiefmartec.com/

http://www.socialmediaexaminer.com/

http://www.socialmediatoday.com/

https://contently.com/strategist/

http://www.adage.com

https://inbound.org/

Maurice Bretzfield Kenny Soto

[email protected] [email protected]

SCORE NYC

Resource Volunteer

Digital MarketerlinkedIn.com/in/KennySoto

SCORE NYC

Certified Business Mentor

Digital Marketing Solutionistlinkedin.com/in/bretzfield




Contact

&

Connect



See You On March 4th(Do Your Homework)