SCORE Seminar May 2015 digital marketing fundamentals
•Als PPT, PDF herunterladen•
2 gefällt mir•1,277 views
Digital marketing fundamentals for new business owners presented in Charleston, S.C. for SCORE. Covering content marketing strategy, SEO, blogging, and pay per click advertising.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Andere mochten auch (18)
Ähnlich wie SCORE Seminar May 2015 digital marketing fundamentals
Ähnlich wie SCORE Seminar May 2015 digital marketing fundamentals (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
SCORE Seminar May 2015 digital marketing fundamentals
- 1. Digital Marketing Fundamentals Presented as a SCORE Workshop
- 2. what will we cover? • Content Strategy • SEO • Blogging • Search marketing pay per click
- 3. Do you feel like this? Every time I breathe lately I have eager people wanting to SEO my website, social media campaigns, etc... I don't know this game or the parameters of what to do to draw people in ...people doing internet searches. Google analytics? I'm hanging on, trying to fully understand where I am now and where I need to be on the web competition game.”
- 4. everybody is looking for this
- 5. cause everybody wants to be
- 6. digital marketing = your toolbox
- 7. digital marketing • digital marketing is the promotion of products or brands via one or more forms of electronic media. • allows small, local businesses to compete • Requires business marketing strategy • planned: annually, 6 mos, quarterly • use a planning template
- 8. which is more plentiful?
- 11. content is king • Anchors plan • Can be basis for social media • Starts a conversation • Positions
- 12. why strategy? If you put effort into planning your marketing and content strategy you you’ll have a higher success rate and also continue to execute based on a strategy, versus reacting to what is wrong due to lack of organization.
- 13. strategy Before you jump into planning answer these critical questions: – What triggers your customer to purchase? – What are you seasonal / sales goals? – What do you want to communicate? – Who are my customers; personas/segments – What questions can you answer, problems can you solve, or understanding can you add? – What can you reasonably commit to?
- 14. content planning questions • My audience is... • I’m offering them... • They will find it via... • They will care because... • They will interact by... • Their next step will be... • They will share it because... • They might not share it because... • The solution for this is... From How to Create a Winning Content Promotion Plan by Stephanie Beadell on BuzzStream Blog
- 15. From How to Create a Winning Content Promotion Plan by Stephanie Beadell on BuzzStream Blog
- 16. customer path need a new fridge search net for deals visits yr site and calls buys need a new fridge search net for deals visits yr site and calls need a new fridge search net for deals buys visits yr site and calls need a new fridge search net for deals
- 17. sales funnel show up in SERPs visit website sign up for newsletter open / read buy or see your PPC ad or call for information show up in SERPs sign up for newsletter visit website show up in SERPs sign up for newsletter open / read visit website show up in SERPs sign up for newsletter buy open / read visit website show up in SERPs sign up for newsletter or see your PPC ad buy open / read visit website show up in SERPs sign up for newsletter
- 18. Owned=Channel a Brand Controls Earned=When Customers or traditional media become the channel Paid=Brand pays for Using a channel Website Blog Tumblr Pinterest Flickr Twitter Facebook Google+ Advertisements Facebook Promoted Posts Promoted Tweets Google AdWords Your marketing sweet spot Facebook shares Magazine articles Newspaper articles Re-Tweets + ups in Google+ owned earned paid
- 20. content types Visually appealing • Photos • Videos • Text / written articles • Curated content • Podcasts • Audio Files • Slide Share Photo credit: Yutaka Tsutano
- 21. SEO
- 22. truth “SEO has evolved to become the result of an actual marketing strategy versus marketing tactics” Rae Hoffman
- 23. seo planning is step 1 • seo is not an item to be left to the end • plan first • w/o planning, you’ll never get where you want to be Photo credit: Oatsy40
- 24. Google’s goal = best answers “We showthe results at the top that answer the user’s queries directly (after all we built Google for users, not websites).” Posted by Eric Schmidt, Executive Chairman, Google
- 25. you can’t put too much in there.
- 26. long tail world latent semantic indexing (LSI)
- 27. fundamentals • solid, strong brand • great copy • adds value • well-designed site • useful information • fast • mobile responsive
- 28. all ins • Title – page – file media library • Text • Tags – alt – post – H2, H3 • Page • Subheads • Descriptions
- 29. other considerations • Relevant inbound links • Cross site links as on- page navigation • No “click this link” rather, “click for map to our location”
- 30. Your Blog
- 31. why blog? Companies that blog have 434% more indexed pages. And companies with more indexed pages get far more leads. --Search Engine Strategies Conference, NYC 2013
- 32. blogging is.. Blogging is an essential marketing component for your business
- 33. reasons to blog? • Improve Search Rank • Build for Long-Tail Content • Community and Market Education • Communicate High Trust Content • Build Lists, Conversions and Reach • Build Brand Value and Equity --Search Engine Watch
- 34. control of message You are a self-publisher New earned media Gain share of voice
- 36. simple advice Not sure where to start with your blog content? Follow one, simple rule: Help other people From Shareaholic Blog: 4 Ways to Increase Audience Engagement Kali Hawlk
- 37. Your content must: • Provoke thoughtful questions. • Encourage interested discussion. • Provide intense happiness. • Offer solutions to complicated problems. From Shareaholic Blog: 4 Ways to Increase Audience Engagement Kali Hawlk
- 38. taxonomy • Map it out • Identify primary • Supporting branches • Categories – One per post • Tags as micro- categories – Not contained in post titles
- 39. plan blog categories Cupcakes Chocolate Birthday DecoratingChocolate BirthdayBirthday Parent Category Child or Secondary Categories Parent Category Child or Secondary Categories
- 41. create editorial calendar Topic Mon Tues Wed Thurs Fri Sat Sun Cakes Birthday Cupcakes Chocolate Cupcakes Desserts How to decorate cupcakes with real flowers Favorite Milk Chocolate Cupcake Recipes Superhero Birthday Cupcakes
- 42. after posting...promotion “The real magic lies in content promotion. Without it, your content will struggle to earn a social mention, let alone a quality backlink.”* • Where will they see it? • What will motivate them? • Where will you/they share it? *Robbie Richards in 16 Explosive Content Promotion Strategies
- 43. pay per click
- 44. pay per click knowledge • best for businesses with online sales – direct sales – when you can ask for specific action • ads must be placed so they intersect your customer at the right time in buying cycle/search • buyer personas can guide campaigns • landing pages
- 45. pay per click must dos • determine network, Google, Bing, Facebook • set budget • keyword research • word ads • refine ads, campaigns, keywords • placement, mobile? Network? Search results? • Google Adwords will help you get started
- 47. lather, rinse, repeat • monitor • adjust • refresh • keep alert to changes • competition Photo credit: 1950sUnlimited