what does it take? essentials for digital marketing
DESCRIPTION
On April 4, 2013 Digital Firefly Marketing presented What Does it Take? Essentials for Digital Marketing to the Mid Jersey Chamber of Commerce.TRANSCRIPT
![Page 1: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/1.jpg)
1© 2012 Digital Firefly Marketing
1
What Does it Take?Essentials for a Successful Website Experience
![Page 2: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/2.jpg)
2© 2012 Digital Firefly Marketing
2
Who We Are
Digital Firefly Marketing was founded to help businesses and organizations get themselves found on the Internet by using the industries best practices and latest technology required to reach the right audience in the right places
![Page 3: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/3.jpg)
3© 2012 Digital Firefly Marketing
3
Agenda
• Do you care?
• What is this?
• The Holistic Approach
• Search Engine Optimization
• Content Marketing
• Social Media Marketing
• Reputation Management
![Page 4: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/4.jpg)
4© 2012 Digital Firefly Marketing
4
Questions to Answer (to yourself)
• Should you have a website?
• If you think you do - What is its purpose?– Convey expertise
– Company Front
– Drive New Business to you
• Is it an Asset? Expense? Not Sure?
• Maximizing your Website Success requires time / money
![Page 5: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/5.jpg)
5© 2012 Digital Firefly Marketing
5
What is this?
![Page 6: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/6.jpg)
6© 2012 Digital Firefly Marketing
6
And this?
![Page 7: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/7.jpg)
7© 2012 Digital Firefly Marketing
7
And finally...
![Page 8: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/8.jpg)
8© 2012 Digital Firefly Marketing
8
Changing World
• The Internet is big and getting bigger
• People always carry computers
• People are more connected
![Page 9: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/9.jpg)
9© 2012 Digital Firefly Marketing
9
81% of U.S. Residents are online
![Page 10: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/10.jpg)
10© 2012 Digital Firefly Marketing
10
One - third of U.S Consumers spend more than 3 hours online every day
Source: marketingcharts.com, 2012eMarketer, September and October, 2012
![Page 11: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/11.jpg)
11© 2012 Digital Firefly Marketing
11
People do a lot online
Source: Pew Research Center, December 2012
![Page 12: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/12.jpg)
12© 2012 Digital Firefly Marketing
12
People Google...a lot
Source: Search Engine Land, December 2012
![Page 13: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/13.jpg)
13© 2012 Digital Firefly Marketing
13
Search is used every day...
Source: Pew Research Center, February 2012
![Page 14: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/14.jpg)
14© 2012 Digital Firefly Marketing
14
People search for stuff
Source: Search Engine Watch, October 2012
![Page 15: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/15.jpg)
15© 2012 Digital Firefly Marketing
15
Why you need to be in the top tenGoogle is the new yellow pages and if Google can’t find you neither will anyone else
Source: Search Engine Watch, October 2012
![Page 16: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/16.jpg)
16© 2012 Digital Firefly Marketing
16
Holistic Approach = Website Success
Holistic Components: • Website Design
• Search Engine Optimization
• Content Marketing
• Social Media
• Reputation Management
![Page 17: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/17.jpg)
17© 2012 Digital Firefly Marketing
17
Holistic Approach = The Website
• Built on a strong foundation– Utilize a Content Management System (CMS)
• Visually Appealing
• Easy to Understand – Do you need to go to “About US”?
• Easy to Navigate
• Easy to Make Decisions– Contact You– Buy from You
![Page 18: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/18.jpg)
18© 2012 Digital Firefly Marketing
18
A Bad Website Experience
![Page 19: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/19.jpg)
19© 2012 Digital Firefly Marketing
19
A Good Website Experience
![Page 20: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/20.jpg)
20© 2012 Digital Firefly Marketing
20
Holistic Approach = Search
![Page 21: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/21.jpg)
21© 2012 Digital Firefly Marketing
21
People Search with Intent
• Navigational
“What was that URL?”
• Information
“Who won an Olympic gold medal in the men’s 8 in 1936?”
• Commercial Investigation
“Best back to school products”
• Buy Something Specific
“32 inch blue distressed jeans”
![Page 22: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/22.jpg)
22© 2012 Digital Firefly Marketing
22
How does search work?
• Google starts with high traffic websites: CNN
• Clicks on every link that takes it to many websites
• On each website - looks for keywords
• On every website it clicks on to the next website and so on
• Each website is indexed for keywords
• Every time someone searches a keyword like “landscaping services in new jersey” Google pulls results from index and ranks them 1 to infinity
• Displays first ten according to quality score.
![Page 23: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/23.jpg)
23© 2012 Digital Firefly Marketing
23
What is Search Engine Optimization?
• The process of making a website more likely to be ranked higher in search engines
• Google isn’t THAT smart
• Think like you search
![Page 24: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/24.jpg)
24© 2012 Digital Firefly Marketing
24
Key Drivers to Ranking in Google
• Over 200 inputs to Google’s Algorithm
• Links - both quantity and quality to a website
• Social Media - Tweets, Rts, +1s.
• Locations and Language (Spanish is pretty big in the U.S.
• Quality metrics - Bounce Rate, Time on Page, Site Structure, Site Speed
![Page 25: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/25.jpg)
25© 2012 Digital Firefly Marketing
25
Webpage Anatomy
1. Keywords in the right places
2. Page Titles
3. Images
4. URL
5. Headers
6. Body Copy
![Page 26: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/26.jpg)
26© 2012 Digital Firefly Marketing
26
Better SEO
• Conduct an SEO audit - what keywords are you using?
• Blogs, News, Images - Keep your site fresh
• Post on Facebook, Twitter and Pinterest
![Page 27: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/27.jpg)
27© 2012 Digital Firefly Marketing
27
Common Problems We See
• Broken Links
• Vague Keywords - About Us!
• Old websites that are hard for Google to index
• Empty Image Alt Tags
![Page 28: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/28.jpg)
28© 2012 Digital Firefly Marketing
28
Getting Found in Google
• Use a real content management system
• Research the right keywords
• Be active in social media
• Update your website frequently
• Articles about you and your firm
![Page 29: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/29.jpg)
29© 2012 Digital Firefly Marketing
29
Holistic Approach = Content Marketing
What is Content Marketing?• Creating content on a regular basis to be indexed by Google, linked from
other sites and shared on social media
• Becoming a “thought” leader
• Using content to bring people to your site to become a lead or a sale
![Page 30: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/30.jpg)
30© 2012 Digital Firefly Marketing
30
Typical Content
• Blogs
• Pictures
• Webinars
• Infographics
![Page 31: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/31.jpg)
31© 2012 Digital Firefly Marketing
31
Why does Content marketing work?
• Infinite time horizon - Content is always available on your site
• Generates leads
• Shareable - Content can be shared via social media for “viral” effect
![Page 32: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/32.jpg)
32© 2012 Digital Firefly Marketing
32
Map content to sales cycle
![Page 33: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/33.jpg)
33© 2012 Digital Firefly Marketing
33
How to start....
• Decide what’s in front or behind a form
• Write informational “how tos” about your product or industry
• Use Old content - brochures, presentations, etc.
• Schedule it
• Recycle pieces of older content
• Publish it and post it via Social Media
![Page 34: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/34.jpg)
34© 2012 Digital Firefly Marketing
34
Holistic Approach = Social Media
Why Social Media is Free
![Page 35: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/35.jpg)
35© 2012 Digital Firefly Marketing
35
What is Social Media Marketing?
• Building an audience who is engaged with your brand
• Posting company updates that audiences can engage
• Advertising on websites that have huge audiences.
![Page 36: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/36.jpg)
36© 2012 Digital Firefly Marketing
36
The Big 5.......plus Little 6
• Facebook - Water Cooler of the Internet
• Twitter - Global Square
• Pinterest - The world’s pin board
• LinkedIn - Professional Networking
• YouTube - Video on demand
• Google+ - Play to the search bias
![Page 37: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/37.jpg)
37© 2012 Digital Firefly Marketing
37
Social Media for Business
The biggest problem is keeping social media current
Tips and Tricks – Write for the week and schedule
– Tie Facebook to Twitter and YouTube
– Schedule time during “off” hours
– Advertise - as little as $1 a day.
![Page 38: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/38.jpg)
38© 2012 Digital Firefly Marketing
38
Holistic Approach = Brand Reputation
What is Content Brand Management?
• What people say about you online
• Correcting or responding to complaints
• Removing or suppressing negative information
![Page 39: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/39.jpg)
39© 2012 Digital Firefly Marketing
39
How do you monitor?
• Google yourself, your business or your products and look 5 pages back
• Sign up for News Alerts on Google
• Monitor review sites like Yelp
• Monitor Frequently!
![Page 40: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/40.jpg)
40© 2012 Digital Firefly Marketing
40
When bad things happen...
• Respond quickly and contritely
• Ask webmaster to remove content
• Create more content to bury content
![Page 41: What Does it Take? Essentials for Digital Marketing](https://reader035.vdocuments.site/reader035/viewer/2022062703/555279d0b4c905115b8b494e/html5/thumbnails/41.jpg)
41© 2012 Digital Firefly Marketing
41
Q & A