Digital Marketing Master Class Session 3

Digital Marketing Masterclass
About
● Not for profit 501(c)(3) Volunteer Organization
● Resource partner of the U.S. Small Business Administration
(SBA)
● Over 340 Chapters and 11.000 Volunteer Mentors Nationwide
● 70+ Mentors in NYC
● FREE and Confidential Business Counseling available to
anyone.
SCORE NYC
26 Federal Plaza, Room 3100
New York City , NY 10278
(212) 254-4507
ask@scorenyc.org

Maurice Bretzfield Kenny Soto
bretzfield@scorenyc.org soto@scorenyc.org
SCORE NYC
Resource
Volunteer
Digital Marketer
SCORE NYC
Certified Business
Mentor
Digital Marketing
Evangilist © Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.

Our Goals For YouTo instill in you the
passion, dedication,
and commitment
required for you to
become a successful
Digital Marketer
To show you a new
way to think about how
to build a business now
For you to understand
that DM is a journey.
The train has pulled out
ot the station and just
keeps accelerating
That you will
understand that
successful Digital
Marketing requires
continuous learning
and that the digital
universe is evolving,
literally,
at the speed of light.

Digital Marketing Masterclass Series
For SCORE NYC
Session 1 - January 14, 2017
Session 2 - February 4, 2017
Session 4 - March 4, 2017
Session 5 - April 15, 2017
Session 6, May 20, 2017
Certificate of Completion
of The Digital Marketing
Masterclass from
SCORE NYC.

What You’ll Learn
● Recap of Session II
● Site Design - Mobile and Desktop including Schema, Landing Pages, Security, <H>,
URLs, Page Titles, CTAs, Audit, Meta Description, ALT Tags, Robots.txt, XML Sitemaps,
Custom 404, Load Time, SSL Secure, W3 Compliance
● SEO - An Overview Including MarTech
● Google Webmaster & Search Console
● Working With Analytics - From Insight to Action
● Google Adwords & setting up PPC

Business Tip: Find Mentors
Find Them Online Too!

Questions Asked Last Week
Questions Asked Last Week
1. A “Service Business
Storytelling Model”
2. Time Management
https://michaelhyatt.com/welcome/
https://michaelhyatt.com

https://archive.org/

The Learning Curve

The Adoption Curve
1. Start
2. Start With A Small Plan
3. Roll Out Over Time
Based on Results
4. Invest In What Works
5. Try Something New
6. Rinse and Repeat
What to do first????????????

Focus on the immediate and always keep your eye on the horizon
Some Perspective…..
12 Months
24 Months
6 Months
Exponential Change Means The Time-Horizon Shortens

9 Months
18 Months
6 Months

6 Months
12 Months
3 Months

“Surf”
Focus on your
industry, your,
your products,
your competitors,
industry leaders
and websites that
do it well …..
Research
Research
Research
(and then
more
research!)

Resources
www.searchengineland.com
contentmarketinginstitute.com
moz.com/blog
marketingland.com
chiefmartec.com
socialmediaexaminar.com
socialmediatoday.com
contently.com/strategist
adage.com
inbound.org

Facebook Search
Search
Amazon Search

Developing A Content Strategy

What A Blog Post Can Be
https://moz.com/blog/keyword-year-content-rankings-hack-whiteboard-friday

Create a Keyword Strategy
Learn Your Customer's Language.
How Do THEY describe you, your product, your industry, a
meme, a trend???

https://blog.kissmetrics.com/wp-content/uploads/2013/07/keyword-research-target-model.png

Create a Keyword Strategy
Google Trends

Step 2: Use Your Initial 10 As Root Keywords
Use Ubersuggest, Google Keyword Planner Tool
and/or Semrush to generate lists of related
search terms.
You can also use competitor domains in
SEMrush to find what search terms they are
ranking for.
Keyword Research
Build Your Semantic Core

http://longtailpro.com
Keyword Research

Long Tail Keyword Phrases

Understanding Search Intent

https://moz.com/blog/keyword-driven-personas-whiteboard-friday
Understanding Search Intent

LaaS - Listening As A Strategy
Total Focus On Customers
What Are They Telling You They Want?
Listen To Your Customers, They’re
Speaking To You

Experiential Marketing
What Experience Does Your Brand Promise?

Michael Hyatt
https://michaelhyatt.com/welcome/
https://michaelhyatt.com

Make Your Customers Your Collaborators
Develop The Narrative - Start The Conversation
and ENGAGE WITH Your Customers

Tell Them A Story.
Listen To Their Story.
Tell Them THEIR Story.
Tell Each Other’s Story.
Communicate And Bond
Develop Empathy.
Rinse and Repeat.
Keyword = Empathy
Make Your Customers Your Collaborators

The First Step - Content Creation
Creating A Content Marketing System

The Second Step - Content Distribution

Building an editorial calendar
1. What is the topic?
2. What is the content format?
3. Who’s going to produce it?
4. Where does it get distributed?
5. When does it publish?

Having one eases stress.
You and your team will
always know what you need
to work on.

The Third Step - Analyze Your Results
Google Analytics Facebook Analytics

The Final Step - Repeat the cycle

A Window Of Opportunity

● 2017 will mark a major
milestone for ad spending, as
total digital surpasses TV for the
first time.
● Total digital ad spending will
increase 15.4% this year, to
$68.82 billion.
● Mobile ad spending in the US will
grow 38.0% this year to equal
$43.60 billion. That means
mobile represents 63.4% of total
digital ad spending in the US this
year.
● By 2020, TV ad spending’s share
will drop below one-third of total
media ad spending for the first
time in the US.

On-Page 25%
Off-Page 75%
Search Engine Optimization (SEO)

https://moz.com/beginners-guide-to-seo
Resource

Great Site Design and Great SEO
Great Unique, Authentic Content...

Great Site Design
No One Wants To
Dance With An Ugly
Cowboy
On The Web First
Impressions Are
Everything
Great USABLE Design Is
Imperative

Great Site Design
Webby Awards

Optimizing Site Design - Strategic Plan & Architecture
Plan Before You
Build

Plan Before You Build

Build Flowcharts And Diagrams

Accelerated Mobile Pages (AMP) specification
Accelerated Mobile Pages
(AMP)
How To Get Started With
Accelerated Mobile Pages
(AMP)

Search Engine Land’s Guide To SEO
The Periodic Table of SEO Success
Factors

UX - Usability

Search Engine Optimization (SEO) and Website Design
Uses Semantic Core
Secure
Link Structure
Title Tags
Load Time
XML Site Map
W3 Compliance
Alt Tags
Custom 404
Schema
Meta Description
Robots.txt
Website Engineering

Website Engineering
https:// SECURE
https://www.godaddy.com/web-security/ssl-certificate

Website Engineering
URL Structure

The URL of a web page is its web address (www.). For example, Nancy’s company, The Business of
Me’s URL is http://www.thebusinessofme.com.
The URL structure of a site is about how the different URLs connect with each other either on or off the
site..
Principles of Good URL Structure:
• Avoid deeply nested URLs. Here is an example of what a deeply nested URL would look like:
http://yoursite.com/about/management/contact/phone. Deeply nested pages will get less SEO credit.
You can fix this problem by optimizing your overall site design and it’s navigation.
• Include keywords in your URLs. If you've already purchased your main URL, then don't worry about
buying a new one just for this sake. But you can optimize the URLs of your interior pages to include
keywords.
• For your internal page URLs, separate individual keywords with dashes (-) (not underscores (_)). For
example: www.thebusinessofme.com/financial-self-sufficiency is a good URL that captures "financial
URL Structure

Website Engineering
Title Tags

Website EngineeringWebsite Engineering
Meta Description

Website Engineering
Load Time
PageSpeed
Insights
Analyze your site performance
The PageSpeed tools analyze and
optimize your site following web best
practices.

Website Engineering
Robots.txt File
Robots.txt File Generator
About /robots.txt

“Allow” “Disallow”

Website Engineering
XML Sitemap
Build and submit a
sitemap

Website Engineering
Custom 404
List of
HTTP status codes

Website Engineering
Alt Tags
HTML <img> alt Attribute

Website Engineering
Schema Markup
Welcome to Schema.org
Introduction to Structured
Data
About Structured Data Markup
Helper
Google Data Highliter

Website Engineering
W3C Compliance
StandardsMarkup Validation Service
Check the markup (HTML, XHTML,
…) of Web documents

User Experience (UX)

SEO is now ALL about producing a high quality
User Experience (UX)

UX - Usability
25-point Website Usability Checklist
http://www.usereffect.com/topic/25-point-website-usability-checklist

UI (User Interface) Design

Do Keyword Research FIRST.
Keyword Research is a KEY
architectural element.
Semantic Core

KISS
Optimizing Site Design

Color Scheme
Usability &
Utility
Typography
Layout
Design
CTAs
Social SharingFont Choices
Optimizing Site Design For Users
Navigation

Font Choices
Google FontsLimit How Many Fonts You Use
Choose your primary font and use it in
two or three sizes. You can use a
second font for contrast and highlight.

Color Scheme
Great Site Design - Color
Choosing the perfect chromatic palette is
important in order to effectively
communicate the message, in order to
strengthen the idea of a unique entity
and to create brand awareness.
Colors greatly influence the human state
of mind. The color scheme that you use
on your web site can entice the visitor to
engage in the goal of your site (i.e. make
a purchase or request your services) or
leave it after the first few seconds.

Color Resources
http://paletton.com/ http://www.colorcombos.com http://www.pictaculous.com
http://htmlcolorcodes.com/color-picker

Social Sharing

CTA’s

Navigation
Webby Awards - Best Navigation Structure 2016

Great Site Design - Navigation
KISS

Website Design & Landing Pages
Responsive Web Design

https://en.onpage.org/product/tour/
Use The Tools
Browser Extension
moz.com

https://www.google.com/webmasters/learn/
The Quality Guidelines are the single most
important way that Google conveys its standards...
https://support.google.com/webmasters/answe
r/35769?hl=en
google.com/webmaster

https://www.youtube.com/user/GoogleWebmasterHelp

SEO - Search Engine Optimization
What We See What Google Sees

Website Design
Learn How To Code
www.Udemy.com
www.Codecademy.com
www.LinkedIn.com/learning
HTML Element Reference<ALT> <Meta Description> <h> <title>

Optimize Your Website - Content
The Most Important Element Of Your Site Is It’s
Content
● Great content is content that you users are looking for
that will educate, inform or entertain them.
● Great content is content that is brief, well written and to
the point.
● LESS IS MORE.
An attribute of a great writer is learning to use the
fewest amount of words to make the point.
● # of Words

Types of Content

When Google crawls your site, it updates the information related to it, such as your keywords and other
SEO factors. Therefore, you want Google to crawl your site as often as possible.
The best thing you can do to make Google crawl your site more frequently is to regularly produce fresh
content and publish it on your website.
Optimize Your Website - Google Crawl Date
The More Often You Publish The More Often Your Site Gets Indexed

Optimize Your Website - Google Crawl Date
Remember To Update Your Site Map Everytime You Publish New Pages Including Blog Posts

Latent Semantic Indexing

Google only ranks your site if it has high-quality content
https://support.google.com/webmasters/answer/6001093?hl=en&ref_topic=4631146

Headlines and Subheadlines
http://www.aminstitute.com/headline/

A Grammar Correcting Tool For Your Content
www.grammarly.com
Grammar and Spelling Are A Very Important Quality Factor

● The content on the page must be unique. It must be compelling, interesting, information,
educational and/or funny.
● Don’t stuff the page with keywords.
● Make it easy for users to navigate to other portions of the site, especially areas of the site that have
similar content. In other words, create internal links to other articles or pages that shed light on the
subject under discussion.
● Make sure that the content is long enough to treat the subject with sufficient detail. There is no word
count that works well for every subject.
● Each article should be about a single subject.
● The web page as a whole should support that single subject.
● Affiliate links or ads tend to detract from the page experience. Use them with caution or not at all.
● If you create pages dealing with finances, medical information, or legal information, the quality must
be higher than average.
● The page should convey information, videos, pictures, or some other form of content that is helpful.
Quality

● Automatically generated content
● Participating in link schemes
● Creating pages with little or no original content
● Sneaky redirects
● Hidden text or links
● Doorway pages
● Scraped content
● Participating in affiliate programs without adding sufficient value
● Loading pages with irrelevant keywords
● Creating pages with malicious behavior, such as phishing or
installing viruses, trojans, or other badware
● Abusing rich snippets markup
● Sending automated queries to Google
NOT!

Backlinks (Links From Other Sites) Accounts For Most Of The 75%
We Frankly Don’t Know What Makes Up The Rest. Social Signals?

Link Building and Influencer Marketing
This Is PR In The Digital Age

#1 - Create Great Content

#2 - Build Relationships
● LinkedIn Groups
● Facebook Groups
● Influencers on Instagram
● Be Patient
● Write guest posts on
reputable websites in your
niche
● Reach out to everyone
quoted or mentioned in your
blog posts.moz.com
https://moz.com/followerwonk/proBuzzStream.com

#2 - Build Relationships
● Search Twitter
● Search Facebook
● Search LinkedIn
● Search Instagram

Getting Backlinks Through Guest Posts
● Keyword “submit a guest post”
● Keyword “guest post”
● Keyword “guest post by”
● Keyword “accepting guest posts”
● Keyword “guest post guidelines”
Example: Home Decor “guest post guidelines”

Evaluate Potential Partners

Finding Influencers & Backlink Partners Through Social Search

Tips:
● Look for people, not
brands.
● Start off small - look for
audiences of 200-1,000.
● Any engagement is good
engagement, followers
are a vanity metric.
● Find out what value
you can bring to the
influencer.

The 8 Things Influencers Can Do For Your Brand
1. The Megaphone: Spread the Word to Their Audience
2. The Reporter: Cover Your Event Like a Journalist
3. The Face: Be a Spokesperson for Your Brand
4. The Connector: Introduce Your Brand on a New Social Platform
5. The Creative: Produce Creative Content for Your Brand
6. The Neighbor: Spark and Facilitate Conversations in Your Brand’s Online Community
7. The Ambassador: Brand Ambassadors Find Creative Ways To Reach The Community

Reach out to the people you meet online and ask for advice. People love to
be asked for their help, advice and counsel.
Plan Your Approach
Be strategic. Have a plan. Think it through BEFORE you make any approach.
Reach pretty high. You’ll be surprised by the response you get if you think
your strategy through before you take action.

Assignments Session 3 - February 11, 2017
● Go on a “Surfin Safari” (Until Daddy Takes The T-Bird Away!)
● Sign Up for and begin reading publications. Use Feedly. Logon Everyday.
● Take the Google Webmaster Academy courses.
● Do a site audit and log all of the issues using WooRank & Onpage.org.
● Use Your List of ten keywords or keyword phrases that describe your business. Expand
on it and create your Semantic Core and discover long-tail phrases that are good
content creation ideas.
● Take the Digital Analytics Fundamentals and the Google Analytics Platform
Fundamentals courses on Google Analytics Academy.
● Create an editorial calendar for the month of June.
● Install Google Analytics on your site.
● Find a list of 15 influencers (social media platforms can vary).
● Create A List of Blog Post Ideas

Maurice Bretzfield Kenny Soto
bretzfield@scorenyc.org soto@scorenyc.org
SCORE NYC
Resource Volunteer
Digital Marketer
linkedIn.com/in/KennySoto
SCORE NYC
Certified Business Mentor
Digital Marketing Solutionist
linkedin.com/in/bretzfield
Contact
&
Connect

See You On March 4th
(Do Your Homework)

Digital Marketing Master Class Session 3

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