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DIGITAL MARKETING
with
Emily Reeves Dean
re a d e r.w r i t e r. s e e ke r
c r e ati n g o r d e r f r o m c h a o s
20 YEARS AD AGENCY EXPERIENCE
RESEARCH
DIGITAL MARKETING
CONTENT MANAGEMENT
ANALYTICS
PROJECT MANAGEMENT
COMMUNICATIONS STRATEGY
TECHNOLOGICAL EXPLORER
A B O U T M E
re a d e r.w r i t e r. s e e ke r
c r e ati n g o r d e r f r o m c h a o s
ATTRACT
ENGAGE
CONVERT
RETAIN
ADVOCATE
•SEO
•PPC
•Display
•Paid Social
•Blog
•Email
•Paid Social
•SEO
•PPC
•Retargeting
•Email
•Ambassadors
•Retargeting
•Email
•Social Media
•Retargeting
•Email
•Social Media
•Ambassadors
Know your audience
Give proof of expertise
Make it easy to purchase
Add value, reward for loyalty
Provide convenient ways to advocate
WEBSITE
SEARCH
CONTENT
SOCIAL MEDIA
PAID MEDIA
EMAIL
AMBASSADORS
OPTIMIZATION
D I G I TA L M A R K E T I N G
W E B S I T E
WEBSITE
CONTENT OUTLINE
ARCHITECTURE
TECHNOLOGY
DESIGN
CONTENT
ANALYTICS
Target Audience Research
• Segments and personas
• Why are they coming to your site?
• What questions are they asking?
Key Word Research
• Moz
• Google Keyword Planner
Competitive Research
• How can you differentiate?
Content Delivery
• Text
• Photos
• Video
• Graphics
• Downloads
• Links
CONTENT OUTLINE
ARCHITECTURE
TECHNOLOGY
DESIGN
CONTENT
ANALYTICS
WEBSITE
CONTENT OUTLINE
ARCHITECTURE
TECHNOLOGY
DESIGN
CONTENT
ANALYTICS
Organization
• Easy site navigation
• How will a visitor move through the site?
• What gets the most prominence?
• Will there be landing pages for specific
messages?
Features
• Email sign-up
• Contact forms
• eCommerce
• Interactive elements
• Paywall/membership access
WEBSITE
CONTENT OUTLINE
ARCHITECTURE
TECHNOLOGY
DESIGN
CONTENT
ANALYTICS
Pick the Platform
• Wordpress
• Squarespace
• Wix
• Custom development
WEBSITE
CONTENT OUTLINE
ARCHITECTURE
TECHNOLOGY
DESIGN
CONTENT
ANALYTICS
Considerations
• Brand look and feel
• Mobile-friendly
• Optimized for search
• Site load time
WEBSITE
CONTENT OUTLINE
ARCHITECTURE
TECHNOLOGY
DESIGN
CONTENT
ANALYTICS
Keywords
• Page titles and descriptions
• Image names and alt tags
• URLs of pages and posts
• Write for your visitors, not for the search
engines
Considerations
• More text is better, but make it scannable
• Backlinks
• Fresh content
WEBSITE
CONTENT OUTLINE
ARCHITECTURE
TECHNOLOGY
DESIGN
CONTENT
ANALYTICS
Tools
• Google Analytics
• Google Webmaster Tools/Search Console
• SEM Rush
WEBSITE
S E A R C H
ORGANIC
PAY PER CLICK (PPC)
DISPLAY/BANNER ADS
SEARCH
ORGANIC
PAY PER CLICK (PPC)
DISPLAY/BANNER ADS
The Algorithms
• Keywords used in site content
• Keywords used in page titles and descriptions
• Keywords used in page URLs
• Freshness of content
• H1 tags, alt image tags, image names
• Backlinks
• Site load time
• Mobile-friendly
SEARCH
ORGANIC
PAY PER CLICK (PPC)
DISPLAY/BANNER ADS
Google AdWords
• Purchase a set of keywords
• Users search keywords -> see ads
• Users click on ad
• You pay, per ad click
Robust Targeting and Budgeting Options
• Target by country, region, city or geographical
area
• Target by device (mobile or desktop)
• Budget by campaign, time of day or day or
week
Some Details
• Copy matters: make sure your link goes to
content relevant to that term
• Advertisers can bid on your brand name
• Advertisers cannot user your brand name in
ad copy
• Get specific with broad match, exact match,
phrase match, negative keywords
SEARCH
ORGANIC
PAY PER CLICK (PPC)
DISPLAY/BANNER ADS
Can Be Purchased Through Search/AdWords
Campaigns
• Appear next to content on various websites in
text, image or video format
• Best for increasing awareness, not for CTAs
• Target in a variety of ways: specific websites,
time of day, geography, etc.
SEARCH
CO N T E N T
TOPICS
TYPE
SCHEDULE
CONTENT
TOPICS
TYPE
SCHEDULE
Considerations
• Do your thoughts advance a concept or idea?
• Are your thoughts actionable?
• How commercially relevant are your thoughts?
• Do you have data and research that back-up
your thoughts?
• Is your point-of-view new and fresh?
• Does your information offer a new insight?
• Can your thought leadership influence others?
• Will recipients of your thought leadership
change the way they think or act about
something?
CONTENT
TOPICS
TYPE
SCHEDULE
Some Options
• Events
• Lists
• Checklists
• Review articles
• Comparison
• How to
• Industry news
• Case study/testimonial
• Multimedia article
• Live blog
• Infographic
• White paper
• Tips and tricks
• Best practices
• Buying guides
• Opinions
• Predictions
• Tutorials: written, video, graphics
• Quizzes
• Calculators
CONTENT
TOPICS
TYPE
SCHEDULE
Consistency and Frequency
• Without consistency, it is hard to build brand
loyalty
• 1-2x a week, more if you can
• Benefits SEO
• Match or beat the competition
CONTENT
S O C I A L M E D I A
SHAREABLE CONTENT
ENGAGEMENT
TRACKING
SOCIALMEDIA
SHAREABLE CONTENT
ENGAGEMENT
TRACKING
Drivers
• What do you want people to think, say or do
when seeing your content?
• Know your audience
• Target the message to specific audiences and
segment if necessary
SOCIALMEDIA
SHAREABLE CONTENT
ENGAGEMENT
TRACKING
Be Social
• Respond quickly
• Post on other brands’/customers’ posts
• Start conversations
• Tell stories in real time
• Go live
SOCIALMEDIA
SHAREABLE CONTENT
ENGAGEMENT
TRACKING
Know What Is Working
• Use the Facebook pixel
• Use Google Analytics
• Find a reporting tool you like (i.e., Sprout
Social)
SOCIALMEDIA
PA I D M E D I A
RETARGETING
SOCIAL ADS
TEST AND LEARN
PAIDMEDIA
RETARGETING
SOCIAL ADS
TEST AND LEARN
Is The Phone Listening?
• Target people who have visited your site or
searched for your product
• Ads “follow” users around the Internet
• Most visitors don’t take action the first time
they visit your site
• Keeps your brand top-of-mind
PAIDMEDIA
RETARGETING
SOCIAL ADS
TEST AND LEARN
Targeted
• Appear like regular posts in social streams
• Can also appear like display ads by content
• Very targeted
• Visually engaging
PAIDMEDIA
RETARGETING
SOCIAL ADS
TEST AND LEARN
Incrementally Increase
• Small amounts of money can have a big
impact in digital media buys
• Split A/B testing
PAIDMEDIA
E M A I L
DATABASE
EXECUTE
OPTIMIZE
EMAIL
DATABASE
EXECUTE
OPTIMIZE
Own It
• Build list organically through website signups
• Encourage subscribers to share (if you have
great content)
• Keep it clean
• Provide preferences for people to select how
often they want to hear from you
EMAIL
DATABASE
EXECUTE
OPTIMIZE
Remember, They Opted In
• Map the content
• Use images
• Make it mobile friendly
• Text 15 pt minimum
• Follow SPAM compliance
• Use a service provider (i.e., Mailchimp,
Constant Contact)
EMAIL
DATABASE
EXECUTE
OPTIMIZE
Look At The Analytics
• Test subject lines
• Look at open rates
• Look at click-through rates
• Look at open frequencies
EMAIL
A M B A S S A D O R S
WHAT
WHY
HOW
AMBASSADORS
WHAT
WHY
HOW
Influencers, Advocates, Passionate Followers
• Significant follower counts
• Active engagement with followers
• Has power to influence people in your target
audience
• Represent the brand characteristics
• Like a celebrity endorsement
AMBASSADORS
WHAT
WHY
HOW
Ambassadors and Influencers Are:
• Approachable and attainable
• Honest: contextual credibility
• Salesman to their peers
AMBASSADORS
WHAT
WHY
HOW
Initiate Contact
• Direct messages
• Comments
• Website applications
• Agents
Compensation
• Product
• By average engagement
• By number of followers
• Reciprocal promotion
AMBASSADORS
O P T I M I Z AT I O N
WHAT GETS MEASURED,
GETS DONE
OPTIMIZATION
501.837.1546
emily@emilyreevesdean.com
www.readerwriterseeker.com
/emilyreevesdean
@reeves501
@emilyreeves
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