Digital Marketing (learning & understanding it)

1.
Jake
Aull
|
Zen
Fires
Digital
Marke0ng
|
ZenFires.com
|
@jakeaull
Digital
Marke0ng
Today

2. Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com
Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com
Digital
Marke0ng
Contents
__________________________________________________________________________________________________________________________________________________________________________________
• We
talk
about
digital
adver0sing
op0ons,
metrics
&
a
sample
plan
or
progression
for
digital
adver0sing
• Covering
digital
marke0ng
strategies
&
plans
• But
it’s
cri0cal
to
remember
that
if
you
can
understand
the
analy0cs,
via
objec0ves
&
metrics,
then
you
can
know
the
tac0cs
• You
want
more
“free”
traffic
(organic)
than
paid,
but
remember
that
paid
gives
you
more
data
(including
keywords).
• The
importance
&
role
of
Digital
Planning
• Digital
Marke0ng
Buzzwords
&
Perspec0ves

3. •

4. Wheel-­‐and-­‐Spoke
Strategy
• A
customer
online
journey
via
a
link
wheel.
Do
you
see
it?
Let’s
go
further,
where
a
customer
path
can
be
like
this:
• Prospect
reads
about
trade
show
in
LinkedIn
and
aYends.
• Prospect
follows
your
company
on
TwiYer.
• Prospect
clicks
through
and
downloads
the
SlideShare.net
deck.
• Prospect
clicks
through
to
the
blog
post.
• Prospect
clicks
through
to
the
website
landing
page.
• Prospect
fills
out
the
form
for
the
whitepaper.
• The
assorted
social
media
channels
are
the
spokes
(see
Figure
8.8).
They
link
to
each
other
to
form
the
wheel.
The
hub
is
the
website
landing
page
form,
or
it
can
just
as
easily
be
the
blog.

6.
Digital
Planning
Jake
Aull
|
Zen
Fires
Digital
Marke0ng
|
ZenFires.com
|
@jakeaull

7. Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com
Digital
Marke0ng
Balance
______________________________________________________________________________________________________________________________________________________________
• Digital
marke0ng
is
like
inves0ng;
never
put
all
your
eggs
in
one
basket:
• PPC
helps
SEO,
but
only
if
SEO
is
setup
for
your
website.
• Good
SEO
helps
reduce
CPC
with
a
beYer
Google
QualityScore.
• Good
social
media
content
and
engagement
helps
SEO
by
providing
more
search
results
(&
it’s
free).
• Good
content
crea0on
helps
SEO
and
social
media;
both
are
content-­‐hungry
marke0ng
ac0vi0es
(if
setup
strategically
with
commitment
to
crea0on
&
publishing).
• PR
&
email
marke0ng
ac0vi0es
can
help
SEO
(if
setup
strategically;
because
it’s
all
content
&
backlinks).
• Online
reviews
&
reputa0on
management
help
PR.
• Email
marke0ng
can
be
used
for
objec0ve
of
building
online
reviews.

8. Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com
Digital
Marke0ng
Balance
______________________________________________________________________________________________________________________________________________________________
So
it’s
good
to
experiment
with
different
digital
marke0ng
tac0cs
if
you
have
a
strategic
plan.
But
remember
that
keeping
track
of
the
hub
&
spoke,
&
different
media,
spends
&
vendors
or
reps
can
take
0me
&
project
management;
even
automa0on
is
never
fully
automated.
See
example:
Ideally
more
traffic
comes
from
SEO
(organic;
“free”)
than
Paid
(digital
ads).

9. Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com
Planning
Starts
with
Objec0ves
______________________________________________________________________________________________________________________________________________________________
So
iden0fy
objec0ves
first,
• then
generate
a
strategic
plan
• iden0fying
what
%
of
spend
&
0me
to
invest
in
which
ac0vi0es.
ObjecCves
in
digital
markeCng
should
align
with
KPIs
(metrics
to
report
on):

10. Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com
Planning
Starts
with
Objec0ves
______________________________________________________________________________________________________________________________________________________________
Objec0ves
in
digital
marke0ng
should
align
with
KPIs
(metrics
to
report
on):
Objec0ves:
KPIs/metrics:
Tac0cal
Channels:
New
website
visits
=
increase
in
clicks/traffic
from
“unique
visitors”
(SEO
growth
&/or
search
adver0sing
or
social
media)
Technical
repair/reac0vity
=
reduced
tech
errors
(SEO
improvement)
New
leads
or
sales
=
increase
in
contact
form
submits/email
list
growth,
phone
touches,
sales
(via
SEO
or
digital
ads)
Repeat
purchasing/upsales
=
exis0ng
client
contacts/
sales
(engagement
via
email
marke0ng
&/or
social
media)
Reputa0on
improvement
=
Increased
reviews,
backlinks
&
social
men0ons
(reputa0on
management/
PR;
SEO
&
social
media
setups
&
responses
in
reviews
channels)

11. Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com
Digital
Marke0ng
Plan
Example
______________________________________________________________________________________________________________________________________________________________
A
good
outline
for
a
new
client
for
new
business
would
be:
1. Ensure
website
&
business
social
media
profiles
(&
Vanity
URLs)
are
setup
2. Ensure
reviews
channels/directories
are
setup
properly
(with
correct
website
link
&
phone)
3. Ensure
SEO
setup
&
SEO
error
cleanup
1. (even
an
old
website
may
not
have
had
basic
setup
for
SEO;
your
website
is
the
hub
in
a
hub-­‐&-­‐spoke;
it
needs
to
be
firm
&
reliable)
4. &
setup
website
contact
form
(for
ad
landing
pages),
email
capture
&
strategy
for
email
follow-­‐ups
5. Iden0fy
customer
incen0ve
for
promo0ons
1. (i.e.,
white
paper/eBook
download,
training
video
access,
special
offer/coupon,
etc.)
6. Digital
ad
campaign
targeted
to
landing
page
capture
1. (see
digital
ad
campaign
example
in
this
presenta0on)
7. Long-­‐term
email
marke0ng
to
emails
captured
1. Emails
to
include
invita0ons
to
leave
reviews
&
Like
social
media
pages
8. New
(op0mized)
content
crea0on
for
website
(e.g.,
blogging
&/or
video
crea0on;
also
helps
UX)
1. New
website
content
promoted
to
social
media
9. Previous
ad
campaigns
could
be
paused
(or
stopped
for
investment
in
other
marke0ng
ac0vi0es)
while
achieving
more
long-­‐term
SEO
ROI
10. Social
media
adver0sing
could
begin
to
obtain
social
media
followers
1. Once
a
following
has
been
built,
social
media
adver0sing
could
be
paused
to
organically
promote
messaging
to
social
media
base
(for
free)
11. PR
could
be
experimented
with
(working
with
SEO)
for
both
tradi0onal
PR
objec0ves,
as
well
as
long-­‐term
SEO
benefit
for
ROI
(i.e.,
SEO
content
&
backlinks).

12. Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com
Digital
Marke0ng
Plan
Example
______________________________________________________________________________________________________________________________________________________________
• So
per
above,
most
digital
marke0ng
ac0vi0es
work
hand-­‐in-­‐hand
&
are
worth
experimen0ng
with.
• But
it’s
important
to
iden0fy
the
necessary
founda0ons
&
start
with
those
(i.e.,
hub-­‐&-­‐spoke
model).
Even
if
you
want
digital
adverCsing,
there
are
good
stages
for
approach:

13. Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com
Digital
Marke0ng
Plan
Example
______________________________________________________________________________________________________________________________________________________________
Without
previous
ad
history
(&
lacking
keyword
history),
start
simple:
I.
for
example
with
a
Google
desktop
PPC
(keyword
text)
campaign
II.
then
setup
more
targeted
landing
page
(more
advanced
visitor
tracking
&
call
tracking)
III.
then
compare
to
mobile
IV.
then
go
to
remarke0ng
&/or
display
ads
V.
then
try
Bing/Yahoo
ad
op0ons
VI.
since
it’s
oven
hard
to
track
ads
all
the
way
to
the
point-­‐of-­‐sale
(POS),
beYer
ideas
on
how
to
track
this
come
about
aver
the
campaign
has
already
been
running
(or
even
just
a
change
in
metrics
and
analy0cs
structuring).
So
allow
0me
to
evaluate
this
&
implement
sales
tracking
processes
at
this
point.
VII.
then
setup
an
intensive
A/B-­‐mul0variate
tes0ng
model
(compared
ads
or
landing
pages)
VIII.
then
maybe
video
ads
IX.
then
try
out
CPA
op0ons
(e.g.,
paid
ad
when
visitor
fills
out
contact
form)
X.
&
evaluate
all
analy0cs,
see
what
performed
&
what
didn’t,
revise
strategic
plan
for
going
forward;
or
even
just
pause
adver0sing
to
rely
on
SEO
&
social
media
(since
they
should
have
received
boosts
from
digital
adver0sing).

14.
Digital
Marke0ng
Buzzwords
&
Perspec0ves
Jake
Aull
|
Zen
Fires
Digital
Marke0ng
|
404.259.5550
|
ZenFires.com
|
@jakeaull

15. Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com
Re-­‐thinking
Digital
Marke0ng
Approaches
&
Buzz
Words
______________________________________________________________________________________________________________________________________________________________
Ways
to
divvy
up,
&
think
about,
digital
marke0ng
tac0cs:
• New
customer
acquisi0on
– vs.
customer
reten0on
• CLV
– (life0me
value
&
customer
rewards)
– vs.
Sales
(discounts,
reduced
profit)
• Heavy
0me
investment
– (organic,
SEO,
social
media,
email
list
building
&
newsleYer,
reputa0on
management)
– vs.
heavy
cost
(adver0sing,
sales
promo0on,
PR,
list
purchasing)
• Brand
awareness
focus
– vs.
other
goals
(customer
purchasing,
customer
reten0on,
‘thought
leadership’
brand
posi0oning,
etc.)
• “Behavioral”
marke0ng
– (to
get
web
user
to
“act;”
click
an
ad/PPC,
submit
a
form/CPA,
download
an
e-­‐book),
– vs.
passive
or
awareness-­‐based
marke0ng
(banner
ads/impressions).

16. Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com
Re-­‐thinking
Digital
Marke0ng
Approaches
&
Buzz
Words
______________________________________________________________________________________________________________________________________________________________
Ways
to
divvy
up,
&
think
about,
digital
marke0ng
tac0cs:
• Earned
Media
– vs.
Owned
vs.
Paid
Media

17. Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com
Re-­‐thinking
Digital
Marke0ng
Approaches
&
Buzz
Words
______________________________________________________________________________________________________________________________________________________________
Con0nued;
Ways
to
divvy
up,
&
think
about,
digital
marke0ng
tac0cs:
• Fast,
easy-­‐to-­‐see
ROI
– (PPC/ads,
email
marke0ng,
sales
promo0ons/groupons),
– vs.
long-­‐term
aYribu0on
(SEO,
social
media,
reviews),
vs.
brand-­‐value
(PR,
branding/design,
reputa0on
management)
• “Pull”
– (search
&
social
media
marke0ng)
– vs.
“Push”
(adver0sing)
• Tradi0onal
“interrup0on”
model
adver0sing
– (PPC,
video
ads
&
email
marke0ng)
– vs.
consumer-­‐demand
marke0ng
(SEO
&
brand
social
media
pages)
• Reac0ve
&
maintenance
digital
ac0vi0es
– (web
maintenance,
security
backups,
SEO
error
fixes,
social
media
channel
updates/profile
fixes,
loca0on
directories
updates,
reputa0on
management),
– vs.
proac0ve
digital
marke0ng
(new
search
&
social
content/video/image
development,
email
marke0ng)

18. Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com
Re-­‐thinking
Digital
Marke0ng
Approaches
&
Buzz
Words
______________________________________________________________________________________________________________________________________________________________
Con0nued;
Ways
to
divvy
up,
&
think
about,
digital
marke0ng
tac0cs:
• “Evergreen”
digital
marke0ng
ac0vi0es
– (blogging/web
content
crea0on,
social
media,
backlink
building,
directories,
reputa0on
management,
“branding”),
– vs.
short-­‐life
ac0vi0es
(adver0sing,
email
blasts,
press
releases,
sales
promo0ons/coupons)
• Hub
&
spoke
– (or
wheel
&
spoke;
website/landing
page
to
collect
leads,
&
the
tac0cs
driving
visitors
to
it)
No
one
can
know
absolutely
everything
about
all
digital
markeCng
tacCcs.
But
knowing
the
roles
in
metrics
and
analyCcs
can
drive
smart
strategy.

19.
Google
Analy0cs
Jake
Aull
|
Zen
Fires
Digital
Marke0ng
|
404.259.5550
|
ZenFires.com
|
@jakeaull

20.
Lead-­‐Gen
Funnel
Analy0cs

21. Important,
standard
metrics
in
Google
Analy0cs.
Sessions
=
website
visits;
Pageviews
=
count
of
website
pages
viewed
during
0me
frame;
bounces
=
people
hiyng
your
website
then
bouncing
back
within
30
seconds.
Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com

22. It’s
valuable
to
iden0fy
the
channel
that
leverages
the
highest
number
of
Sessions,
or
other
metrics
such
as
New
Users
over
the
period
(the
ideal
scenario
is
to
have
the
majority
of
traffic
coming
from
organic
search
(SEO).
Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com

23. By
clicking
through
on
specific
channels
or
media,
more
depth
&
metrics
can
be
iden0fied
for
the
specific
channel.
Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com

24. Keyword
data
helps
with
awareness
for
content
crea0on
(blogging
&
social
media),
poten0al
spambot
or
hacking
ac0vity,
&
can
help
drive
adver0sing.
Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com

25. Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com
Google
Analy0cs
|
Comparisons
Year
over
Year
______________________________________________________________________________________________________________________________________________________________
Ways
to
divvy
up,
&
think
about,
digital
marke0ng
tac0cs:
• Earned
Media
– vs.
Owned
vs.
Paid
Media

26. This
represents
growth
in
search
engine-­‐based
queries
and
impressions
(lisCngs
served
in
Google)
for
the
website
during
the
0me
frame:
Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com

27. Zen
Fires
Digital
Marke0ng
|
jake@zenfires.com
Website
Pages
Indexing
in
Growth
_______________________________________________________________________________________________________________________________________________________________
An
important
aspect
of
websites,
Google
&
SEO
is
to
ensure
search
engines
are
seeing
and
indexing
more
pages
for
the
site
–
as
shown
below.
27

28. From
the
Website+
Jake
Aull
|
Zen
Fires
Digital
Marke0ng
|
SEO
&
Websites
|
Social
Media
&
Branding
404.259.5550
|
ZenFires.com
|
jake@zenfires.com
|
@jakeaull

29. • Nature
of
website
– Brochureware
– eCommerce
– Blog/magazine
– Forum/social
site
– Adver0sing/landing
page
– Directory
– Mobile
(all
websites
today
need
to
be
mobile
responsive)
– **(Note:
Plenty
more
website
types
in
the
book
WordPress
SEO
Success)
What
is
the
Website
You’re
Viewing?

30. • PROBLEMS
TO
SOLVE:
• BENEFITS:
– Why
should
customers
visit
our
site
or
buy
our
product?
• WHAT
IS
THE
BRAND
PERSONALITY
WE
WANT
TO
PROJECT?
– Tone
of
copy:
• MARKETING/DIGITAL
STRATEGY:
– Exis:ng:
– Proposed:
• POSITIONING
STATEMENT
OR
USP:
Digital
Marke0ng
Discovery
&
Strategy

31. • TARGET
AUDIENCE:
– CURRENT
TARGET
CUSTOMER
BELIEF
– CURRENT
TARGET
CUSTOMER
CLICKING/BUYING
BEHAVIOR
– DESIRED
FUTURE
CUSTOMER
BELIEF
– DESIRED
FUTURE
CUSTOMER
CLICKING/BUYING
BEHAVIOR
• WHY
SHOULD
CUSTOMER
BEHAVE
THIS
WAY?
• TARGET
CUSTOMER
INSIGHT:
• Target
User
Persona:
• KEYWORDS:
– Previous
website
&
compe0tor
keywords
– Client
list
– Post-­‐analysis
recommenda0ons
Customer
Targe0ng
&
Journey

32. Content
Management:
Search
Engine
Op0miza0on
(SEO)
&
Social
Media
Marke0ng
Jake
Aull
|
Zen
Fires
Digital
Marke0ng
|
404.259.5550
|
ZenFires.com
|
@jakeaull

33. What
are
Social
Media?
Long-­‐Term
Trends
• Social
profiles
and
pos0ng
– mySpace
– Facebook
– Google+?
Will
it
last?
More
than
just
Hangout?
• Microcontent
and
bursts
– TwiYer
– SMS/MMS/tex0ng
– Vine
• Photo
sharing
– Flickr
– Pinterest
– Instagram
• Video
pos0ng
– YouTube
– Vimeo
– Hulu
• Communi0es
and
discussion
threads
– Forums
– LinkedIn
Groups
• Content
cura0on
– RSS
Readers
– Paper.li
• Video
conferencing
– Skype
– GoToMee0ng
– Google+Hangout
• Business
networking
and
profile
sharing
– Plaxo
– LinkedIn
• Event
sharing
– Facebook
events
– EventBrite
– MeetUp
• Content
pos0ng/blogs
– TypePad
– Blogspot
– WordPress
– Tumblr
• Reviews
channels
– Google/Google+/Local
– CitySearch
– Yelp
• Local
directories
– Yahoo!Local
– WhitePages.com
– YP
• URL
shortening
and
bookmarking
– Delicious
– Xmarks
– Tiny.url
– Bit.ly
• Social
search
engines
– Technoray
– Digg
– Reddit
• Daily
Deals
– Groupon
– LivingSocial
• Travel
sites
– Expedia
– TripAdvisor
• Music
sites
– Napster
– Pandora
– Spo0fy
• eCommerce
– Amazon
– eBay

34. Social
Integra0ons
• Social
Share
• Social
Follow
• RSS/Feeds
&
on-­‐site
social
content

35. Social
Share
•

36. Social
Share

37. Social
Follow
•

38. The
Social
Media
Plan

39. SERP:
Organic
Search
Results
&
Rich
Content

40. -­‐ Page
rank
-­‐ Top/first
page
results
goals
(specific
keywords)
-­‐ PPC
and
first-­‐page
real
estate
-­‐ Total
SERP
coverage
(&
brand
men0ons)
-­‐ Compe00ve
-­‐ Suppress
bad
reviews
(reputa0on
management)
-­‐ Loca0on-­‐based
SEO
-­‐ First-­‐0me
search
or
new
site
(&
brandname
SEO)
-­‐ Social
Media
Op0miza0on
SEO
(&
PPC)
Objec0ves

41. Thank
You!
Jake
Aull
|
Zen
Fires
Digital
Marke0ng
|
GSU
Social
Media
Marke0ng
Instructor
ZenFires.com
|
@jakeaull
Ques0ons?