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Healthy @ College
          http://healthyatcollege.blogspot.com




Presented by Sarah Ali
July 25, 2012
Why market online?
From comScore

                70% of Canada is online and leading in engagement
Canada’s population well-represented across all:
• Ages
• Genders
• Income categories
From Nielsen Canada




             Canadians online: social networks, entertainment, portals
What is the blog all about?
Internet Marketing Recommendation
• Health tips for college
  students

• Balance school, work,
  family, social life - busy

• Lots of health
  information on Internet –
  but none aimed at
  student lifestyle

• Tailor health tips to be
  simple + convenient
   21 year old student
                       Works part-time at Tim Hortons
                       Babysits nephew two nights a
                        week
                       Social & outgoing – loves going
                        out shopping, to the movies, etc.
                       On-the-go and busy
                       Wants to be healthier but has
                        little time
                       Uses Internet for entertainment,
                        info, connecting with friends &
Sarah the college       brands
    student
   Vitamin D Deficiency?
   African Mango
    Complete
   Top 5 Foods to Avoid at
    Tim Hortons
   5 Healthiest Foods to
    Eat at Tim Hortons
   Favourite Ways to Eat
    Vegetables
   3 Best Potato Chip
    Replacements
   Simple Tips for Eating Out
   Healthy Snacks: How to
    Choose a Nutritious
    Granola Bar
   The Best (And Easiest)
    Superfoods for Weight
    Loss
   Top 5 Reasons Why
    Chocolate is Good for You
Internet Marketing Recommendation
Internet Marketing Recommendation
Internet Marketing Recommendation
Internet Marketing Recommendation
Internet Marketing Recommendation
Internet Marketing Recommendation
How did the blog perform?
What actions are recommended?
Blog metrics:            Blog metrics:




                                                   Traffic & Stickiness
                                                   Key Metrics -
May 28 – June 11, 2012   June 12 – June 25, 2012
Blog metrics:            Blog metrics:




                                                   Traffic & Stickiness
                                                   Key Metrics -
June 25 – July 9, 2012   July 10 – July 22, 2012
 Todrive visits, update
 social media
  • Update social media
   frequently

 New content =
 increased stickiness,
 lowered bounce rate
  • Post new blog content
   frequently
 Make  connections to
 get traffic
  • Be active in
    communities and other
    blogs
  • Find affiliates


 Focus on avenues
 that get best results
  • Twitter, communities
Monthly   3-Month
Monthly   3-Month
 The more tweets, the
 better
  • Tweet a few times
   every few hours



 To gain followers,
 follow others
  • Continuously find new
   users to follow
 Shocking headlines
 grab attention
  • Phrase every tweet to
   grab attention

 Tweeting others’
 content is a must
  • Retweet interesting
   tweets & aggregate
   content from around
   the web
 Activityneeded by
  company and
  followers
  • Encourage posting &
    sharing on page
       Ask questions
       Ask for ideas
       Hold contests
       Trivia
 Facebook page
 requires dedicated
 following
  • Increase number of
   followers

 Easierto develop for
 those active on
 Facebook
  • Develop a personal
   Facebook network
 Bestused by video
 creators
  • Create and post videos
   relevant to blog posts

 Videoscan make blog
 posts more interesting
  • Share videos related to
   blog topics in posts
 Aggregation useful
 when hard to find
 quality videos
  • For my topic, lots of
    easily searchable info
    on reputable channels
  • If not, make playlists
    for user as an
    aggregator
Internet Marketing Recommendation
 Comments,  likes,
 repins are highly
 visible
  • Like, repin & comment
   to be seen


 Extremelyactive – a
 sea of content
  • Be active every few
   hours to be seen
 To gain followers,
 follow others
  • Follow relevant pinners
   & boards

 When a pin is
 repinned, original
 pinner is shown
  • Post original pins to
   increase visibility
How can I market online successfully?
 Blogcan stand alone       Research needs of
 – posts are archived &     target market more
 searchable
                            Get   more personal
 Createmore
 exclusive, original
 content

 Promote   more heavily
 online
   Title                           Images
    • Keywords                       • Adds them to Google
    • 70 – 120 characters              Images




   Labels
    • Relate to keywords
    • Index                         Links
    • Create links within site       • Outbound, inbound,
                                       internal
 Body                    • Keywords in body
  • 250-1000 words
  • Keywords 2-4 times,
   max 5% density

  • Keywords in first
   sentence


  • Keywords in last
   paragraph
Internet Marketing Recommendation
 Top   10 sites:
  •   Yahoo! Health
  •   SELF Magazine
  •   Everyday Health
  •   Women’s Health
  •   Cosmopolitan
  •   Allure
  •   Elle
  •   Jezebel
  •   Perez Hilton
  •   Rate My Professors
 Monthlyblog themes          Twitter
 on broad topics               • Focus on tweeting
  • ie. superfoods,              theme-related content
    snacking
  • Tie in with newsletter    Youtube
                               • Make a playlist of
 Facebook                       relevant videos
  • Post content on theme
  • Ask questions             Pinterest
  • Encourage sharing          • Create board for theme
Useful updates, exclusive info, calls to action – provide reasons to subscribe
Use pitchengine.com to release press releases to spread around web
Use keywords & tags, integrate content, make it concise, fun to read
   Applies to blog for any
    convenient, healthy
    packaged foods,
    snacks, restaurants,
    etc.
    • Niche market

   Requires building a
    large readership
   Join affiliate networks
   Sponsored
    reviews/contests
Create a widget to make blog easy to follow –
       on-the-go & busy target market
Create a mobile version of blog for
     accessibility anywhere
•   Online marketing extremely powerful

•   Know & cater to your target market

•   Become an expert – content is king

•   Drive traffic – social media, SEO, ads, affiliates, PR

•   Measure metrics & statistics and learn from them
“If the web is indeed a place, it is starting to
look less like a library, and more like a river.”
                              - Peter Da Vanzo
                            (SEO expert & creator of searchengineblog.com)

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Internet Marketing Recommendation

  • 1. Healthy @ College http://healthyatcollege.blogspot.com Presented by Sarah Ali July 25, 2012
  • 3. From comScore 70% of Canada is online and leading in engagement
  • 4. Canada’s population well-represented across all: • Ages • Genders • Income categories
  • 5. From Nielsen Canada Canadians online: social networks, entertainment, portals
  • 6. What is the blog all about?
  • 8. • Health tips for college students • Balance school, work, family, social life - busy • Lots of health information on Internet – but none aimed at student lifestyle • Tailor health tips to be simple + convenient
  • 9. 21 year old student  Works part-time at Tim Hortons  Babysits nephew two nights a week  Social & outgoing – loves going out shopping, to the movies, etc.  On-the-go and busy  Wants to be healthier but has little time  Uses Internet for entertainment, info, connecting with friends & Sarah the college brands student
  • 10. Vitamin D Deficiency?  African Mango Complete  Top 5 Foods to Avoid at Tim Hortons  5 Healthiest Foods to Eat at Tim Hortons  Favourite Ways to Eat Vegetables
  • 11. 3 Best Potato Chip Replacements  Simple Tips for Eating Out  Healthy Snacks: How to Choose a Nutritious Granola Bar  The Best (And Easiest) Superfoods for Weight Loss  Top 5 Reasons Why Chocolate is Good for You
  • 18. How did the blog perform? What actions are recommended?
  • 19. Blog metrics: Blog metrics: Traffic & Stickiness Key Metrics - May 28 – June 11, 2012 June 12 – June 25, 2012
  • 20. Blog metrics: Blog metrics: Traffic & Stickiness Key Metrics - June 25 – July 9, 2012 July 10 – July 22, 2012
  • 21.  Todrive visits, update social media • Update social media frequently  New content = increased stickiness, lowered bounce rate • Post new blog content frequently
  • 22.  Make connections to get traffic • Be active in communities and other blogs • Find affiliates  Focus on avenues that get best results • Twitter, communities
  • 23. Monthly 3-Month
  • 24. Monthly 3-Month
  • 25.  The more tweets, the better • Tweet a few times every few hours  To gain followers, follow others • Continuously find new users to follow
  • 26.  Shocking headlines grab attention • Phrase every tweet to grab attention  Tweeting others’ content is a must • Retweet interesting tweets & aggregate content from around the web
  • 27.  Activityneeded by company and followers • Encourage posting & sharing on page  Ask questions  Ask for ideas  Hold contests  Trivia
  • 28.  Facebook page requires dedicated following • Increase number of followers  Easierto develop for those active on Facebook • Develop a personal Facebook network
  • 29.  Bestused by video creators • Create and post videos relevant to blog posts  Videoscan make blog posts more interesting • Share videos related to blog topics in posts
  • 30.  Aggregation useful when hard to find quality videos • For my topic, lots of easily searchable info on reputable channels • If not, make playlists for user as an aggregator
  • 32.  Comments, likes, repins are highly visible • Like, repin & comment to be seen  Extremelyactive – a sea of content • Be active every few hours to be seen
  • 33.  To gain followers, follow others • Follow relevant pinners & boards  When a pin is repinned, original pinner is shown • Post original pins to increase visibility
  • 34. How can I market online successfully?
  • 35.  Blogcan stand alone  Research needs of – posts are archived & target market more searchable  Get more personal  Createmore exclusive, original content  Promote more heavily online
  • 36. Title  Images • Keywords • Adds them to Google • 70 – 120 characters Images  Labels • Relate to keywords • Index  Links • Create links within site • Outbound, inbound, internal
  • 37.  Body • Keywords in body • 250-1000 words • Keywords 2-4 times, max 5% density • Keywords in first sentence • Keywords in last paragraph
  • 39.  Top 10 sites: • Yahoo! Health • SELF Magazine • Everyday Health • Women’s Health • Cosmopolitan • Allure • Elle • Jezebel • Perez Hilton • Rate My Professors
  • 40.  Monthlyblog themes  Twitter on broad topics • Focus on tweeting • ie. superfoods, theme-related content snacking • Tie in with newsletter  Youtube • Make a playlist of  Facebook relevant videos • Post content on theme • Ask questions  Pinterest • Encourage sharing • Create board for theme
  • 41. Useful updates, exclusive info, calls to action – provide reasons to subscribe
  • 42. Use pitchengine.com to release press releases to spread around web
  • 43. Use keywords & tags, integrate content, make it concise, fun to read
  • 44. Applies to blog for any convenient, healthy packaged foods, snacks, restaurants, etc. • Niche market  Requires building a large readership  Join affiliate networks  Sponsored reviews/contests
  • 45. Create a widget to make blog easy to follow – on-the-go & busy target market
  • 46. Create a mobile version of blog for accessibility anywhere
  • 47. Online marketing extremely powerful • Know & cater to your target market • Become an expert – content is king • Drive traffic – social media, SEO, ads, affiliates, PR • Measure metrics & statistics and learn from them
  • 48. “If the web is indeed a place, it is starting to look less like a library, and more like a river.” - Peter Da Vanzo (SEO expert & creator of searchengineblog.com)