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Making Digital Marketing Work for Your Business
- 2. ABOUT ME • IN THE INTERNET MARKETING FIELD FOR 13 YEARS • STARTING FIRST RANK AFTER LACK OF RESULTS FROM OTHER SEO COMPANIES • DATA DRIVEN APPROACH • KEEP THINGS AGILE
- 3. WHAT TO EXPECT FROM THIS PRESENTATION • THE MOST IMPORTANT BUT OFTEN OVERLOOKED PART OF INTERNET MARKETING • TRACKING MEANINGFUL KPIS • SEARCH INTENT MARKETING VS DEMOGRAPHICS MARKETING • UNDERSTANDING STAGES IN THE BUYER CYCLE AND COMMUNICATING EFFECTIVELY • ACTIONABLE STEPS FOR ADWORDS, FACEBOOK AND SEO ON YOUR WEBSITE
- 4. THE MOST IMPORTANT BUT OFTEN OVERLOOKED PART OF INTERNET MARKETING •THE OFFER
- 5. TRACKING MEANINGFUL KPIS • IMPRESSIONS • CLICKS • TRAFFIC • LEAD CONVERSIONS • CALL CONVERSIONS • SALES CONVERSIONS
- 6. SEARCH INTENT MARKETING VS DEMOGRAPHICS MARKETING • CAPTURING EXISTING DEMAND VS CREATING DEMAND • CONSIDER THE LENGTH OF THE SALES CYCLE – SHORT IS BETTER FOR SEARCH, LONG WORKS FOR EITHER
- 7. UNDERSTANDING STAGES IN THE BUYER CYCLE AND COMMUNICATING EFFECTIVELY
- 8. ADWORDS BASICS • DON’T USE ADWORDS EXPRESS! • HOW DOES BIDDING WORK? • HTTPS://WWW.YOUTUBE.COM/WATCH?V=SZV_J92FY_I&FEATURE=YOUTU.BE&T=3M52S • USE MANUAL BIDDING (ENHANCED) • THROTTLE BUDGET WITH CLICKS, NOT WITH DAILY BUDGET
- 10. CONVERSION TRACKING • SETUP CONVERSION TRACKING FOR ALL GOALS – CALLRAIL – GOOGLE ANALYTICS
- 11. MORE ADWORDS TACTICS • MAKE BID ADJUSTMENTS BY DEVICE • SPLIT TEST ADS AND LANDING PAGES (NEED SUFFICIENT BUDGET FOR THIS TO WORK) • START SUPER TARGETED AND EXPAND SLOWLY SO AS TO GET STATISTICALLY SIGNIFICANT DATA
- 12. FACEBOOK • HIGHER IN BUYING CYCLE • TARGET WITH FEAR OR INFORMATION • MAKE A LOW THRESHOLD OFFER • TRY LEAD ADS • CONSIDER USING A CHAT BOT – (EG. MANYCHAT) • WILL NEED A FOLLOW-UP SEQUENCE (LOOK AT ACTIVE CAMPAIGN + ZAPIER)
- 13. SEO 1. WHY IS SEO SO VALUABLE? 2. WHAT DOES GOOGLE LOOK AT TO DETERMINE THE TOP 3 RESULTS? 3. WHAT CAN I DO ON MY OWN TO IMPROVE SEARCH RANKINGS? 4. WHY WOULD I WANT TO WORK WITH AN SEO COMPANY? 5. WHAT KIND OF BUDGET SHOULD I EXPECT FROM AN SEO COMPANY?
- 14. WHY IS SEO SO VALUABLE? • PERMISSION MARKETING VS. INTERRUPTION MARKETING • GENERATE IN-BOUND LEADS AT THE “DECISION” PHASE OF THE FUNNEL
- 15. SERP BREAKDOWN
- 16. HOW DOES GOOGLE WORK • MAIN OBJECTIVE – MAKE MORE MONEY FROM ADWORDS • SECONDARY OBJECTIVE – PROVIDE RELEVANT RESULTS TO MAINTAIN MARKET SHARE • ORIGINAL ALGORITHM BASED ON CITATIONS IN ACADEMIC PAPERS • 3 PILLARS OF SEO • TECHNICAL • ON PAGE • OFF PAGE
- 17. IMPORTANT TECHNICAL SEO FACTORS • MOBILE RESPONSIVE • PAGE LOAD SPEED • SSL (HTTPS) • SITEMAP • NOINDEX OR CANONICALIZE DUPLICATE PAGES
- 18. IMPORTANT ON SITE FACTORS • KEYWORD IN META TITLE • META DESCRIPTIONS WRITTEN FOR ENGAGEMENT • KEYWORD IN H1 AND RELEVANT H2 AND H3 • SUFFICIENT CONTENT LENGTH – CHECK COMPETITION • LINKS TO SOCIAL PROFILES • SCHEMA – ADVANCED
- 19. IMPORTANT OFF SITE FACTORS • BACKLINKS • REACH OUT TO BUSINESSES/WEBSITES YOU HAVE A PRIOR RELATIONSHIP WITH • GIVE VALUE IN EXCHANGE FOR A LINK – THINK ARTICLES FOR PUBLICATION WEBSITES • CONTENT MARKETING – SKYSCRAPER METHOD (MAJESTICSEO/AHREFS) • SPEAKING ENGAGEMENTS / SPONSORSHIPS • BUY SPONSORED POSTS / ADVERTORIALS • COPY COMPETITORS’ BEST LINKS (MAJESTICSEO/AHREFS) • TESTIMONIALS
- 20. IMPORTANT GOOGLE MAPS FACTORS • CLAIM AND OPTIMIZE GOOGLE MY BUSINESS PROFILE • GET REVIEWS AND RESPOND TO THEM • CITATIONS – STRUCTURED AND UNSTRUCTURED – USE SEARCH OPERATORS OR WHITESPARK
- 22. SHOULD I CONSIDER HIRING AN SEO COMPANY? • SEO IS LONG TERM STRATEGY – CAN YOU COMMIT FOR 12 MONTHS? • ARE YOU READY TO SCALE AND BE A LEADER IN YOUR INDUSTRY? • IF NOT CAN YOU NICHE DOWN? • BUDGET: $5,000 - $60,000 BEFORE SEEING AN ROI
- 23. RECAP • FACEBOOK • DEMOGRAPHICS MARKETING • BUYERS HIGHER IN SALES CYCLE SO NEED LONGER FUNNEL • GREAT FOR NEW PRODUCTS WITH LOW CURRENT DEMAND • ADWORDS • SEARCH INTENT MARKETING • FAST RESULTS • CAN TARGET ANY STAGE OF BUYER CYCLE • CLICKS ARE VERY EXPENSIVE • SEO • SEARCH INTENT MARKETING • TARGET ANYWHERE IN THE BUYER CYCLE • SLOW RESULTS AND UP FRONT INVESTMENT • CHEAPER CLICKS LONG TERM
- 24. QUESTONS?
Hinweis der Redaktion
- More traffic isn’t always better depending on what kind of keywords it’s coming from and what they’re expecting to see. Give Floform and Roofco example about non local traffic. Sending the right traffic to the right page.
- Example: Knob and Tube – Works for search, works for demographics. Example: Emergency Furnace Repair – Works for Search, Doesn’t work for Demographics Example: Valve that helps lower water consumption by slowing water from city – Works for demographics, only works for search if people are aware of product and looking for it.
- Latent Pain – I can’t see well but am used to it and don’t realize there is a problem Acknowledged Pain – I take an eye exam and realize other people see better than I do. Actively Seeking a Solution – I’m researching ways I can increase my vision and finding multiple solutions (exercises, glasses, laser surgery, contact lenses) – Search terms – How to improve vision Seeking the Best Solution -I’m doing research on ways to improve my vision through eye exercises, glasses, contacts, laser surgery etc. – Best Way to improve vision – glasses vs laser surgery – risks of laser surgery Seeking the Best Place to Buy the Best Solution – Best laser surgery doctor, best glasses store – glasses store in Winnipeg Conversion – Self Explanatory