This presentation covers the strategic framework to assess and implement various digital marketing tactics.

1. DIGITAL
MARKETING

2. Eric Schmidt
Google
More content was
created in the last two
years than the
previous 5,000 years of
humanity.

3. There is more
computing power
used to do a Google
search than all the
NASA computers
used to land a man
on the moon.

4. In April,
online sales
more than
doubled for
Walmart, Target,
Home Depot and
Etsy.

5. Google now processes
more than 40,000
searches EVERY second
- 3.5 billion searches
per day!

6. 82% of searchers
will use their
smartphone to
help them make a
decision about
an in-store
purchase.

7. Adjusting
Your Digital
Marketing
Strategy
Post-COVID-19

8. • Improve website user experience, reduce friction, optimize
for individuals with a disability.
• Optimize online business - add services and products,
enable online transactions (ecommerce).
• Transition from traditional to digital advertising platforms.
• Focus on customer loyalty – reputation management.
• Communicate with prospects and customers via website,
email, social media, chatbots.
• Connect with care!
Improve the Customer Experience

10. Google My Business
A free and easy-to-use tool for businesses to
manage their online presence across Google,
including Search and Maps.
By verifying and editing your business
information, you can help customers find you
and tell them the story of your business.

11. Manage the information that Google users see when
they search for your business, or the products and
services that you offer.
Interact with customers - Read and respond to
reviews from your customers, and post photos that
show off what you do.
Understand and expand your presence - See insights
on how customers searched for your business, and
where those customers are coming from.
Google My Business

12. Google My Business
Businesses that add photos
to their listings receive 42%
more requests for driving
directions on Google Maps
and 35% more clicks
through to their websites
than businesses that don’t.

13. Panels appear on the right in the
desktop search results. It contains
information about a company.
Panels also contains hours,
questions & answers, posts,
reviews and photos.
Knowledge Panels

14. Google My Business &
COVID-19
Temporarily paused Google Reviews
Post COVID-19 updates
Adjusted Hours of operation
Added “More Hours” for delivery, takeout
Extra services provided to the community
Purchase Gift Cards & make Donations

15. Having a consistent
Name/Address/Phone Number (NAP)
is very important, because Google
places a lot of weight on having that
information accurate and correct.

16. Search Engine
Optimization
The process of affecting the visibility
of a website in a search engine’s
unpaid results—often referred to as
natural or organic results.

17. Focus on
singular keyword
OLD SEO NEW SEO
Focus on
long tail keywords,
keyword intent and
searcher’s needs
How SEO has
changed

18. Long-tail keywords
Each page of your website should focus
on one set of long tail keywords.
Keyword: Insurance
Long Tail Keywords:
Group Health Insurance for Small Business

19. Semantic Search
Improve search accuracy by
understanding searcher intent and
the contextual meaning of terms as
they appear in a search to generate
more relevant results.

21. A search result that answers the query right on the
search engine results page (SERP) so the user doesn't
need to click to a website to complete the search.
Often, many zero-click searches are answered by a
simple featured snippet or knowledge card.
A featured snippet works by pulling a short answer
directly into the SERPs.
Zero-Click Searches

22. 47% of search traffic that
used to go to websites like
yours is gone!

23. Voice Search

24. Voice Search
Siri, Google Home and Alexa
50% of smartphone users are using voice search

25. Optimize Website for Voice
Search
• Optimize for rich answers.
• Include FAQs on your product pages.
• Use conversational language for content.
• Target long-tail keyword phrases.
• Improve loading time of your website.
• Improve website mobile experience.
• Leverage GMB listing for “near me” searches.

27. Landing pages, or “lead-capture
pages,” are used to convert visitors
into leads by completing a transaction
or by collecting contact information
from them via a Call-To-Action.
Landing Pages

29. Link building is the process of acquiring
hyperlinks from other websites to your own.
When someone links to your website, they are
effectively saying it is a good resource.
Link Building

30. All link building
campaigns must start with
something worth linking
to.

31. Reputation Management

32. It takes seven
positive
experiences to
make up for one
unresolved bad
experience.

33. Positive reviews send signals to Google
that a business is trustworthy and
provides a good experience for customers.

34. 74% of businesses have at least one review.
88% of buyers research products online
before making a purchase.
86% will hesitate to purchase from a
business that has negative reviews.
The reviews are in!

35. Transparency is a continuous process of
learning and improving, turning negative
feedback into constructive conversations that
build trust and win loyal customers.
Complete transparency

36. Respond quickly. Offer to make it right.
Be authentic - conversational and honest.
Take the high road.
Be sympathetic.
Think of future customers.
Contact the customer offline.
Responding to negative
reviews

37. Pay-Per-Click Advertising

38. Online advertising that allows advertisers
to target specific sets of keywords or
audiences in order to drive traffic to a
website or phone number.
Pay-per-click literally means advertisers
are charged when a search participant
clicks on an ad.
Pay-Per-Click Advertising

39. Search Ads – appear at top and bottom of search results pages.
Display Ads – appear on 2 million display network websites.
Social Ads – appear in social media feeds.
Remarketing Ads – serve ads to people who have visited your website.
Google Shopping – ads appear in a carousel on a Google search result page.
Gmail Sponsor Promotions – ads appear at the top of a user’s mailbox.
Geo Fence Ads – location-based marketing connecting smartphone users in a
designated geographic area, such as a store.
Streaming Audio – appear in audio content like podcasts, digital radio and music
streaming services.
OTT Ads – appear on over-the-top devices streaming TV (Amazon, Hulu, Netflix).
Pay-Per-Click Options

40. Reach - Access to 80% of Internet users worldwide
Cost - Low cost for high ROI. Only charged when consumers
click on your ad
Timing - Ads are seen by users looking to purchase. Reach
audience at the right time, with the right message
Flexibility – Ability to start advertising quickly. Target ads to
the specific location(s) of your target consumers
Pay-Per-Click Benefits

41. Social Media

42. Avoid promotional messages.
Focus on meaningful content and a strong
brand personality through your social channels.
Through more efficient social media targeting,
you reach your core audience much faster.
Increase Brand Awareness

43. The sum of all social media actions that
create value (brand awareness, revenue,
customer satisfaction).
Engagement
When people perform actions on your Page.
They may like a post, click on a link or
comment on an image.
Social Media ROI

44. 1. Listen relentlessly.
2. Reply immediately.
3. Have a human voice.
Tips for businesses using
Social Media to
connect with customers

45. Web Site Evaluation

46. Web Site Evaluation
Effectively measuring site performance will enable
you to accurately gauge ROI, and will aid in future
decisions and strategy for evolving the site.
Tracking visits is vitally important for a deeper
analysis of your Web site.

47. Web Site Evaluation
• Number of unique visits
• Average duration of a visit
• Top referring web sites
• Top entry and exit pages
• Top referring URL’s
• Average number of users per day
• Most active day of the week

48. A free service offered by Google that generates
detailed statistics about the visitors to your web site.
Shows you how people found your site, how they
explored it, and how you can enhance their visitor
experience.
Google Analytics

49. VGL.COM
Presentation available:
www.slideshare.net/hbram