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Digital Marketing: The Essential Toolkit

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Harley Rivet
Harley Rivet

The essential toolkit for digital marketers including website best practices, seo tips, social media strategy, and a host of cheap effective tools you can start using right away.

Business
1 of 38
Digital Marketing Using the web and online tools to access new markets. www.sasktrade.sk.ca www.harleyrivet.com
Presenters ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Principles of Digital Marketing
[object Object],[object Object],[object Object],Build it and they will come?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Choose an E-Business Model
Targeting Traffic Where is your audience & how to reach them? - Keywords are critical for direction - Search engines are a primary vehicle - Customer insights will guide keyword research - Pick the right channels and promotional mix
Website Strategy Best Practices
Rules of Digital Marketing Attract Visitors Convert Visitors to Leads Analyze and Measure ROI Modify Accordingly
Tips for a rock solid website 1. Clear objectives with a call-to-action. 2. It's about the visitor not you or your boss. 3. Focus on good content. Use multimedia. 4. Prioritized navigation & consistent design. 5. Compliant with web standards.
1. 2. 3.
Search Engine Optimization ,[object Object],[object Object],[object Object],[object Object],[object Object]
Link & Popularity Example
SEO Objectives ,[object Object],[object Object],[object Object],[object Object]
Keyword Choice *Terms with high demand and low competition* “ beef” = 85,000 searches/month Competition = 55.7 million pages! VS “ angus beef” = 1,094 searches/month competition = 1.7 million pages! *Use Google AdWords to research keywords*
Longtail Keywords
SEO Tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
Inbound Marketing Blogs Flikr YouTube FaceBook eMail PPC Links LinkedIn Twitter Website
Social Media Environment ,[object Object],Social is the behavior. Media are the channels. Resist flavor of the month. Have objectives.
YOU Online Community Social Networks Email Wiki Reviews Word of Mouth Influencers RSS Website Comments Blogs Ratings Tweets Advocacy Trial Awareness
Rent eyeballs (Ads) VS. Build a platform (Oprah)
INTERRUPTING PERMISSION
TALKING AT ENGAGEMENT & PARTICIPATION
OPEN, TRANSPARENT AUTHENTIC CLOSED
ADD VALUE
Stages of SM Engagement 1. Listening 2. Talking with 3. Energizing (People talking about you) 4. People helping people 5. People helping you
Traffic Building Tools
The Medium is the Message Research is the primary activity on the web so, marketers must become good publishers. --Every company is now a media company-- Publish – Appear – Connect
Publish ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Appear ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Connect ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Essential Toolkit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring Performance ,[object Object],[object Object]
Analytics & Metrics - Easier to track than other media channels - Connect activity to objectives - Track where users are coming from - Know most popular pages and gain insights - It’s about conversion - Fail fast. Try again. Measure.
Monitoring Free Basic Tools Google Analytics / SocialMention / Google Alerts Enterprise Tools webtrends / iTracks / Radian6 / ScoutLabs
[object Object],[object Object],[object Object],[object Object],[object Object],Summary
Discussion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Digital Marketing: The Essential Toolkit

  • 1. Digital Marketing Using the web and online tools to access new markets. www.sasktrade.sk.ca www.harleyrivet.com
  • 2.
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  • 6.
  • 7. Targeting Traffic Where is your audience & how to reach them? - Keywords are critical for direction - Search engines are a primary vehicle - Customer insights will guide keyword research - Pick the right channels and promotional mix
  • 8. Website Strategy Best Practices
  • 9. Rules of Digital Marketing Attract Visitors Convert Visitors to Leads Analyze and Measure ROI Modify Accordingly
  • 10. Tips for a rock solid website 1. Clear objectives with a call-to-action. 2. It's about the visitor not you or your boss. 3. Focus on good content. Use multimedia. 4. Prioritized navigation & consistent design. 5. Compliant with web standards.
  • 12.
  • 13. Link & Popularity Example
  • 14.
  • 15. Keyword Choice *Terms with high demand and low competition* “ beef” = 85,000 searches/month Competition = 55.7 million pages! VS “ angus beef” = 1,094 searches/month competition = 1.7 million pages! *Use Google AdWords to research keywords*
  • 17.
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  • 19. Inbound Marketing Blogs Flikr YouTube FaceBook eMail PPC Links LinkedIn Twitter Website
  • 20.
  • 21. YOU Online Community Social Networks Email Wiki Reviews Word of Mouth Influencers RSS Website Comments Blogs Ratings Tweets Advocacy Trial Awareness
  • 22. Rent eyeballs (Ads) VS. Build a platform (Oprah)
  • 24. TALKING AT ENGAGEMENT & PARTICIPATION
  • 27. Stages of SM Engagement 1. Listening 2. Talking with 3. Energizing (People talking about you) 4. People helping people 5. People helping you
  • 29. The Medium is the Message Research is the primary activity on the web so, marketers must become good publishers. --Every company is now a media company-- Publish – Appear – Connect
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35. Analytics & Metrics - Easier to track than other media channels - Connect activity to objectives - Track where users are coming from - Know most popular pages and gain insights - It’s about conversion - Fail fast. Try again. Measure.
  • 36. Monitoring Free Basic Tools Google Analytics / SocialMention / Google Alerts Enterprise Tools webtrends / iTracks / Radian6 / ScoutLabs
  • 37.
  • 38.