taking your online marketing to the next level
DESCRIPTION
Learn how to take your online marketing to the next level with paid search (PPC) and SEO best practices.TRANSCRIPT
@CHRISPRENDER
THE NEXT
LEVEL Taking Your Online
Marketing ~to~
WHAT’S YOUR PROBLEM?
PROBLEMS
“I don’t have enough visitors to
my website.”
PROBLEMS
“My website visitors are not converting.”
PROBLEMS
“I don’t have enough repeat
customers.”
PROBLEMS
“I don’t have enough
salespeople.”
PROBLEMS
“I don’t know where to start.”
RECURSION
We’re going to start with where we start.
Five Minutes With
GOOGLE ANALYTICS
TOP 4
1) Referring Sites 2) Geography 3) Top Pages 4) Devices
EASY AS 123
A B C
EASY AS 123
Acquisition B C
EASY AS 123
Acquisition Behavior C
EASY AS 123
Acquisition Behavior Conversion
GOOGLE ANALYTICS
CHECKPOINT
DESKTOP
People use their desktop
computers to see the
real version of my
website.
DEEP STUFF
What is real?
WHOA
45% of adults age 18-29
report that they mostly
go online using a mobile
device.
WHOA
How do we cater to this audience?
RESPONSIVE WEB DESIGN
EASY FIX
“I don’t have enough visitors to
my website.”
Growing Your Audience
with
SOCIAL MEDIA
INGREDIENTS
1) Time 2) Money
THE WRONG WAY
BUY MY STUFF
STUFF WE
BOTH LIKE
THE RIGHT WAY
BUY MY
STUFF
STUFF WE
BOTH LIKE
THE RULES
• Be authentic • Be transparent • Provide value
INGREDIENTS
1) Time 2) Money
CHECKPOINT
ANOTHER WAY
“I don’t have enough visitors to
my website.”
Three Paths to
SEARCH RANKINGS
ORGANIC
ORGANIC
PAID
PAID
ORGANIC
PAID
PAID
LOCAL
LOCAL
ORGANIC
SEARCH ENGINE OPTIMIZATION
ELEMENTS OF SEO
1) Technical 2) Content 3) Linking
ELEMENTS OF SEO
1) Technical 2) Content 3) Linking
GET TECHNICAL
• Site speed • Duplicate content • Headline tags • Title tags
<title>Orange City Lawyer</title>
<title>Home</title>
ELEMENTS OF SEO
1) Technical 2) Content 3) Linking
CONTENT
• Keyword usage • Provide value • Fresh content
ELEMENTS OF SEO
1) Technical 2) Content 3) Linking
YOUR SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
YOUR SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
YOUR SITE
ELEMENTS OF SEO
1) Technical 2) Content 3) Linking
DOUBLE!
1) Technical 2) Content 3) Content
ORGANIC
PAID
PAID
LOCAL
LOCAL
PAID
PAID
GETTING STARTED
1) Set up AdWords account
2) Define geography & budget
3) List keywords 4) Write ads
THE FORMULA
bid x quality score = rank
QUALITY SCORE
• Match search query
• Click-through rate • Landing page
ORGANIC
PAID
PAID
LOCAL
LOCAL
LOCAL
LOCAL
GOOGLE PLACES
CHECKPOINT
QUIZ BREAK
QUIZ
1) Outside of the US, which country
has the most Facebook users?
QUIZ
a. China b. India c. Mexico d. Brazil
QUIZ
a. China b. India c. Mexico d. Brazil
QUIZ
2) What is the most followed account on
Twitter?
QUIZ
a. @katyperry b. @ladygaga c. @BarackObama d. @justinbieber
QUIZ
a. @katyperry b. @ladygaga c. @BarackObama d. @justinbieber
QUIZ
3) What is the most popular web
browser worldwide?
QUIZ
a. Internet Explorer b. Firefox c. Chrome d. Safari
QUIZ
a. Internet Explorer b. Firefox c. Chrome d. Safari
QUIZ
4) What is the name of the Twitter-
owned 6-second social video platform?
QUIZ
a. Vine b. Rockmelt c. Zite d. SCUBA
QUIZ
a. Vine b. Rockmelt c. Zite d. SCUBA
QUIZ
5) What keyword has the highest cost-per-click?
QUIZ
a. auto accident attorney b. mesothelioma
settlement c. business management
degree d. cheap auto insurance
QUIZ
a. auto accident attorney b. mesothelioma
settlement c. business management
degree d. cheap auto insurance
QUIZ
6) Which of the following is NOT
the name of a Google algorithm
update?
QUIZ
a. Treble Update b. Penguin Update c. Venice Update d. Caffeine Update
QUIZ
a. Treble Update b. Penguin Update c. Venice Update d. Caffeine Update
QUIZ
7) What is the most-downloaded paid iPhone app of
all time?
QUIZ
a. Camera+ b. Angry Birds c. Doodle Jump d. Words With Friends
QUIZ
a. Camera+ b. Angry Birds c. Doodle Jump d. Words With Friends
QUIZ
8) What blogging platform was
recently acquired by Yahoo?
QUIZ
a. WordPress b. Blogspot c. Tumblr d. Medium
QUIZ
a. WordPress b. Blogspot c. Tumblr d. Medium
TOP SCORE
SOLUTIONS
“My website visitors are not converting.”
BANNER ADS
RETARGETING ADS
GO
AL
GO
AL
GO
AL
GO
AL
RETARGETING
1) Ad account 2) Retargeting
code 3) Banner ads
The Next Level of
ADVANCED EMAIL MARKETING
EMAIL+
1) Targeted messaging
2) Auto-triggers 3) A/B testing
EMAIL+
1) Targeted messaging
2) Auto-triggers 3) A/B testing
Master List
Family
Solo
Retired
Business
EMAIL+
1) Targeted messaging
2) Auto-triggers 3) A/B testing
Pre-Trip Trip Post-Trip
Pre-Trip Trip Post-Trip
Thanks for booking!
Pre-Trip Trip Post-Trip
Thanks for booking!
Here are directions.
Pre-Trip Trip Post-Trip
Thanks for booking!
Here are directions.
How was your stay?
Pre-Trip Trip Post-Trip
Thanks for booking!
Here are directions.
How was your stay?
It’s that time of year again.
EMAIL+
1) Targeted messaging
2) Auto-triggers 3) A/B testing
EMAIL+
1) Targeted messaging
2) Auto-triggers 3) A/B testing
CHECKPOINT
Putting It All Together:
MARKETING AUTOMATION
Billy the Biologist
Billy the High School
Student
Billy Tiller billyt9000@yahoo.
com 765-555-3509
?
Billy submits email address
Billy submits email address
M^ sends football email
Billy submits email address
M^ sends football email
Billy clicks to Homepage +1
Billy submits email address
M^ sends football email
Billy clicks to Homepage
Billy visits Admissions page
+1
> Admissions track
+5
M^ sends admissions newsletter
M^ sends admissions newsletter
Billy doesn’t open it -1
M^ sends admissions newsletter
Billy doesn’t open it
time passes
-1
M^ sends admissions newsletter
Billy doesn’t open it
time passes
M^ sends admissions newsletter
-1
Billy opens newsletter +1
Billy opens newsletter
Billy clicks Biology link
+1
> Biology track +2
Billy opens newsletter
Billy clicks Biology link
M^ alerts direct mail system
+1
> Biology track +2
Billy opens newsletter
Billy clicks Biology link
M^ alerts direct mail system
biology postcard sent
+1
> Biology track +2
Billy visits Homepage +1
Billy visits Homepage
Billy visits Scholarships page
+1
+5
Billy visits Homepage
Billy visits Scholarships page
M^ texts admissions counselor
+1
+5
Tips and Resources
STAYING SHARP
TOP RESOURCES
• Moz Blog • Social Media
Examiner • Litmus Blog • PPC Hero • Click Rain Blog
QUESTIONS
THANK YOU