digital marketing (princeton)
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John BiancamanoInbound Digital LLC
609.865.7994
InboundDigital.net
David SchuchmanPrinceton Technology Advisors LLC
609.454.6010
PrincetonTechAdvisors.com
Inbound Digital
About Us
David:
• Information Technology Consultant - Princeton Technology Advisors, LLC.
• 30+ year career in Information Technology.
• Website design and support, IT infrastructure and IT managed services.
John:
• President of Inbound Digital, LLC – digital marketing consulting and training; website/social media strategy; website design.
• Worked in digital marketing, web development, search optimization, and content creation for 15+ years.
• Small business mentor and Chapter Chair with Princeton SCORE.
What is Digital Marketing?
Inbound Digital
Using Internet Channels and Internet Technology to
promote your company, products, and services.
Digital Marketing
Online focus on increasing the visibility and
extending the reach of your business.
Inbound Digital
Digital Marketing Channels
Your Website – Hub of All Online Marketing Content, Calls to Action, …
Search Engine Rankings / SEOPPC / Online AdsSocial MediaE-Mail CampaignsMobileReviews/Local Directory Listings
Inbound Digital
Everything you do online
must support your
Business Goals!
What Trends are Driving the Way We Do
Business?
Inbound Digital
93% of business purchases start with an online search.
67% of the buyer’s journey is complete before they contact sales.
72% of buyers start their research with Google.
Inbound Digital
Trends Driving Change
• The Internet has made
information easily accessible
and available 24 x 7.
• People are empowered with
more information:
Reviews, recommendations, pricing,
…
Inbound Digital
Trends Driving Change
• Marketing is a now a Two-way
Conversation
• Companies are no longer in
control of their message.
• Customers comment on the
message, they critique it, 'Like'
it, and discuss it with their
peers.
• Control has Shifted to the
Customer.
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The Traditional Marketing Funnel
Inbound Digital
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Traditional (Outbound) Marketing
• Interruption marketing Communication is one way.
• Messages are pushed out through various channels, hoping that the right message reaches its target.
Advertising, cold calling, direct mail, telemarketing, …
• Expensive – higher cost/lead. More difficult to measure ROI.
•Messages are being tune out!
Inbound Digital
Inbound Marketing
• Focuses on getting found by customers
Communication is two way.
•Provide information to prospects where and when they want to consume it. Content, SEO, PPC, social media, mobile, …
• Lower cost/lead than outbound.
Inbound Digital
Inbound Marketing
• Easier and less costly to measure performance and make adjustments.
•Marketers provide value:
education and entertainment
engage to build long-term relationships
• Customers are earned.
Website Best Practices
Inbound Digital
Why is Your Website So Important?
There is no “Yellow Pages” anymore
Let Customers & Prospects find you
Validates you as a business referral
A professional website gives your business credibility
Demonstrate your expertise and industry knowledge
If your business is not found, it’s irrelevant!
Inbound Digital
Organized for Good Communication:
• We want information quickly; Easy to read
• Sections; Headlines; Use bullet points
Website & Web Pages Purpose:
• Tells a story with Keywords
• Information, e-commerce, About, Contact, etc.
Short Load Time:
• We all hate to wait
• Don’t use high resolution images & content.
Website Content
Inbound Digital
Promote Website Content
Inbound Digital
It’s Not Enough Just to Publish Your Website…
You need to let potential customers know about it
Register your pages with search engines: Google & Bing
Promote your website through e-mail and social media
Back Links - Ask others to put your link on their website
Use paid search (PPC), sponsored posts, and paid advertising for faster results.
Promote Website Content
Inbound Digital
Mobile - Responsive Web Design
• Website design for desktop and mobile viewing
• Layout adapts to device (desktop, tablet or smartphone) & screen size
• People are 5 times more likely to leave a site if it isn't mobile-friendly*
• 97% of millennials (18 - 34 years old)
are mobile users**
• 20% of millennials don’t even use a
desktop**.
** comScore - Measures audiences, brands and consumer behavior
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Social Media
• Add Social Media Buttons with Links to your Social Media Sites so Visitors Can Connect with You
• Add Social Media Share Buttons for Visitors to Like and Share your Content.
Inbound Digital
Local Search
20% of all Google searches are local:• “business counseling mercer county” vs.
“business counseling”
Optimize content for local search:• Add location and local contact info of every page.• Use local search terms as keywords.• Add a map and directions.• Get listed in local directories.
Inbound Digital
Google My Business
• It’s Free
• Helps local businessesincrease their presence onlinevia Google Search & on Google Maps.
Social Media Strategy
Inbound Digital
Social Media
Marketers often make the mistake of diving into social media without a clear plan.
At best, this is a waste of time – and at worst, it can lead to a PR disaster.
To benefit from social media, you need to build a clear strategy that takes into account what you’re
trying to achieve.
Inbound Digital
Inbound Digital
Set Your Goals
• Who do you want engage with?
• What type of content will you post?
• How often will you post?
Be aware of how to use the different social media channels.
• What do you want to happen as a result of your posts?
Inbound Digital
Examples of Social Media Objectives
Increase brand and product awareness
Generate sales leads
Increase website traffic
Improve customer loyalty
Learn more about customers and their opinions
Create relationships with bloggers and influencers
Inbound Digital
• What resources do you
currently have to devote to
social media recruiting?
Personnel
Time
Content Development
• Set goals and priorities, and
monitor performance, to stay on
track and avoid wasting time.
Evaluate Your Resources
Inbound Digital
For most of the people online –
Social Media is about ME!
How can you help ME?
Inbound Digital
Social Media should be about:
How can I help YOU?
• Provide Value:• Share Information (quality over quantity),
• Answer Questions, Give Constructive Feedback, …
• Engage with Followers, Establish Trust,
• Build Relationships!
• 80/20 Rule of Engagement
Inbound Digital
Which Social Media Platform is Best?
•You can’t be on every social media platform!• Determine which SM Platform is MOST relevant
to your business.
• What is your product?
• Where are your customers?
• Where are you competitors?
• Experiment, Measure, and Adjust.
• Social media takes time to produce results.
• Be Consistent and Stick With It.
E-Mail Marketing
Inbound Digital
Email Marketing
Most cost-effective - Can even be free (e.g. MailChimp)
Email is #1 app on mobile devices
Typical content: • Newsletters
• Customer education
• Events & meetings
• Product releases & news items, etc.
Conversion via Email is 3X higher than social media.
Inbound Digital
Email Marketing Best Practices
Know your target audience
Tell what to expect when they sign up for your mailing list
Use email marketing service to measure campaign results
The message incentivizes reader to go to your website
Put your web address & Social Media links in your signature
Follow regulations: CAN-SPAM & CASL:
• Opt-In, Opt-Out
• Your contact info...
Inbound Digital
Email Marketing – What’s Important
Quality of your mailing list!
Subject line and message to have a goal
Include images / graphics (some limits)
Include calls-to-action
Test subject line, message content, and calls-to-action to increase conversions – A/B testing
Measure performance & results.
Content Marketing
Inbound Digital
Content Marketing
Any marketing format that involves the creation and sharing of media in order to acquire customers.
It is not focused on selling, but on simply communicating with customers and prospects.
Inbound Digital
Content Marketing
Instead of pitching your products or services, you are
delivering information that helps prospects make an
intelligent buying decision.
The belief that if we deliver consistent, ongoing
valuable information to buyers, they will ultimately
reward us with their business and loyalty.
Inbound Digital
What Type of Content?
Images / photos
VideosSurveys/
Polls
Infographics
Blog Posts
Webinars/ Hangouts
Apps (Facebook)
Presentations (Slideshare)
Live streams (Periscope, Facebook)
Inbound Digital
Content Guidelines
• Understand your target audience and address the
challenges they face.
• Solve customer problems – don’t focus on product specs.
• Keep content fresh, and reuse relevant existing content.
• Original content has the biggest impact, but it takes time
and talent.
• Curate relevant industry-related content for social media
posts.
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B2C Content Goals*
* Content Marketing Institute – 2016 B2C Benchmarks
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B2B Content Goals*
* Content Marketing Institute – 2016 B2B Benchmarks
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Content
Top Challenges*
* Content Marketing Institute – 2016 B2B Benchmarks
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Content Marketing
for Different Stages
in the Buying Cycle
Content Curation
• Content curation is the process of finding, organizing and sharing online content.
• Content curators provide a customized selection of the best and most relevant resources on a very specific topic or theme.
• Automate the content curation process to increase efficiency!
Inbound
Digital
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50% curated content
30% original content
20% promotional
content
Content Mix 80/20 Rule
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Content Curation
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Content Curation
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Content Creation
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Content Calendar
Search Engine Optimization
Inbound Digital
The process of gaining visibility in organic (free/natural) search engine results in order to
drive traffic to your website
There are two primary components to SEO:
On-Page SEO and Off-Page SEO.
What is Search Engine Optimization (SEO)?
Inbound Digital
On-Page SEO
• Page Content – Optimized with keywords
• Page Title (Title Tag): Content Marketing - Inbound Digital
• URL (with keywords): http://inbounddigital.net/content-marketing/
• Meta Description (156 char max):
• Snippets of text that describe a page's content
• Don't appear on the page itself – hidden in the website program
• Tell search engines what a web page is about
• Internal links – Use keywords in page links & anchor text
• Image (Alt) tags – Not seen, but “seen” by search engines.
Inbound Digital
Off-Page SEO
Refers to activities by others outside of your website that give your website credibility. The most important are:
• Link Building
• Social Media
• Social Bookmarking – Service for storing, sharing, and searching for website bookmarks
• Off-page SEO gives an indication on how the world (Google) perceives your website.
Inbound Digital
On-Page first, then Off-Page
Most of your “SEO time” will be spent with Off-Page SEO
Become part of the community in the major social media sites
Write & Publish:
• Create a blog with relevant original and unique content
• Post & promote blog content in social media and industry sites
• LinkedIn: Groups and Pulse
• Submit articles to industry and online magazines
“Make pages primarily for users, not for search engines.”
~ Google Webmaster Central
Ways to Improve SEO
Paid Search
Inbound Digital
Pay Per Click (PPC) Advertising
• Internet marketing strategy in which advertisers pay a fee each time one of their ads is clicked
• Advertisers buy visits to your website, rather than attempting to “earn” those visits organically
• Search Engine Marketing (e.g. Google AdWords) is one of the most popular forms of online advertising
• Social media platforms offer paid advertising in the form of ads and sponsored posts.
Inbound Digital
Google AdWords
Your website seen by customers at the very moment that they’re searching on Google for the things you offer
Only pay when they click to visit your website:
1. Set a daily budget
2. Choose your advertising audience - Location(s) & keywords
3. Set your bid (strategy) – the amount per click / view
4. Write ad that tells people what you offer.
Inbound Digital
Keyword Bidding Strategies
What & How You Pay
Cost Per Click (CPC)
• Costs nothing until your ad is clicked, then you’re charged your winning bid amount
• Use if website traffic is key to your objective
Cost Per Impression (CPM)
• Costs your winning bid for every 1,000 displays of
your ad, even if nobody clicks it
• Use if brand reach is key to your objective.
Inbound Digital
Creating an AdWords Campaign
Line 1 (25 characters ) Title - should include keywords.
Line 2 (35 characters) Ad Text- describe a benefit.
Line 3 (35 characters) Ad Text- include a feature or an offer
Line 4 - Display URL - your website address
Test variations of ad text to see which version converts better.
Inbound Digital
Other PPC Options
Microsoft adCenter (#2)
Yahoo! Search Marketing (#3)
Social Media Sites:
• YouTube
• Your email provider, etc.
• Often mandatory for free service subscribers.
Inbound Digital
SEO vs. PPC
Competitive Analysis
Inbound Digital
Competitive Analysis
Inbound Digital
Competitive Analysis
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Competitive Analysis
Inbound Digital
• SimilarWeb: www.similarweb.com
• SEMRush: www.semrush.com
• Website Grader: website.grader.com
• Moz Open Site Explorer:
moz.com/researchtools/ose/
Competitive Analysis – Free Tools
Inbound Digital
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Marketing Analytics
Inbound Digital
Why Use Analytics?
• Measure results to see the effectiveness of your marketing and social media programs:
• to identify what works,
• to help you make better decisions, and
• to focus more of your investment in the most productive areas.
• Monitor on-going performance, make changes, as needed, until you’ve achieved your goals.
• Am I getting the behavior I want (conversions)?
Inbound Digital
Social Media & E-mail Metrics
• Social Media Website analytics measure:• Social engagement (clicks, Likes, follows, comments, shares, etc.)
• Impressions (reach) – how many people see your promotion.
• Your influence within your industry.
• E-mail Analytics measure “Opens” and “CTR”
•They don’t measure the effects of social media/e-mail interactions with your website and the effects you campaigns have on business.
Inbound Digital
Website Metrics
• Use Google Analytics or a similar tool to monitor and measure the effect that social media engagement has on your website traffic.
• Website Traffic to look at:• Who is visiting your website: new vs. repeat.
• How are they finding you: search, ads, social media, …
• What are visitors doing when they get to you site.
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Am I Getting
My Desired
Behavior?
Inbound Digital
Do It Wrong Quickly!
•Experiment to learn what works
•Monitor Performance
•Make Adjustments until you get your desired behavior (conversions).
Inbound Digital
Thank You!
Any Questions?
Inbound Digital
Contact Us
John Biancamano
Inbound Digital, LLC
InboundDigital.net
609.865.7994
David Schuchman
Princeton Technology Advisors, LLC
PrincetonTechAdvisors.com
609.454.6010