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TACCM 2013 Web Marketing Tool Kit - Texas Association of Community College Marketers

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TACCM 2013 Web Marketing Tool Kit - Texas Association of Community College Marketers

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Your Web Marketing tool kit is continuously expanding (and changing!) as online tools evolve. What should you expect out of Facebook advertising vs. YouTube vs. LinkedIn? Do you need a mobile app? Should you spend resources on new social networks like Vine, Pinterest, and Google+?

In this pre-conference intensive workshop, Katrina Kokoska and Caitlin Kaluza from Schipul – The Web Marketing Company will cover the foundational elements of web marketing strategy, and targeting your web marketing efforts to make the most impact on your goals. We’ll also talk trends in web marketing, including geotargeting and the rise of mobile.

The session will start with your website as the home base of your web marketing efforts – and then explore several of the options you have in your web marketing tool kit, including: content strategy, Social Media Marketing, online photo/video content, Search Engine Optimization, Google Adwords PPC Advertising, advertising on social media sites, email marketing, and mobile options. We will break down the strengths of each tactic, tips to get started, and tools for measuring your success.

Your Web Marketing tool kit is continuously expanding (and changing!) as online tools evolve. What should you expect out of Facebook advertising vs. YouTube vs. LinkedIn? Do you need a mobile app? Should you spend resources on new social networks like Vine, Pinterest, and Google+?

In this pre-conference intensive workshop, Katrina Kokoska and Caitlin Kaluza from Schipul – The Web Marketing Company will cover the foundational elements of web marketing strategy, and targeting your web marketing efforts to make the most impact on your goals. We’ll also talk trends in web marketing, including geotargeting and the rise of mobile.

The session will start with your website as the home base of your web marketing efforts – and then explore several of the options you have in your web marketing tool kit, including: content strategy, Social Media Marketing, online photo/video content, Search Engine Optimization, Google Adwords PPC Advertising, advertising on social media sites, email marketing, and mobile options. We will break down the strengths of each tactic, tips to get started, and tools for measuring your success.

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TACCM 2013 Web Marketing Tool Kit - Texas Association of Community College Marketers

  1. 1. YOUR WEB MARKETING TOOLKIT Katrina Kokoska | @kkokoska Caitlin Kaluza | @qcait schipul.com blog.schipul.com @schipul
  2. 2. WHO ARE WE? KATRINA KOKOSKA Professional Services Manager @kkokoska CAITLIN KALUZA Marketing Manager @qcait | qcait.com
  3. 3. 1. Defining Goals 2. Web Marketing Hierarchy 3. Measuring Success 4. Evaluating New Tools 5. Streamlining Implementation LET’S TALK... Photo Credit: flickr.com/photos/duncanh1/9047426263/
  4. 4. SETTING GOALS
  5. 5. STEP 1: PUT YOURSELF IN THEIR SHOES 1. Demographics 2. Their Pain Points 3. Behavior - Where do they hang out? 4. When? Photo Credit: flickr.com/photos/luchilu/633923159
  6. 6. Start with Standards - Then Test for Yourself Source: blog.getresponse.com/best-time-to-send-email-infographic.html
  7. 7. STEP 2: DEFINE A CONVERSION 1. How will you define success? 2. How can you measure it? 3. Are you set up to track it?
  8. 8. EXAMPLE CONVERSIONS
  9. 9. STEP 3: SET EXPECTATIONS •This Takes Time •Marketing is Never “Over” •Your Website... It’s Alive! Photo credit: flickr.com/photos/bagaball/6957682511
  10. 10. STEP 4: WHERE IN THE BUYING CYCLE ARE THEY? smartinsights.com/wp-content/uploads/ 2012/02/inbound-marketing-funnel.jpg
  11. 11. YOUR WEBSITE aka The Mothership Photo Credit: flickr.com/photos/68428932@N00/4690601431/
  12. 12. WEBSITE MARKETING FUNDAMENTALS A Checklist
  13. 13. houston-offshore.com 1. USE A STRONG HEADLINE
  14. 14. keggscandies.com 2. YOUR PRODUCT OR SERVICE IS THE HERO
  15. 15. dropbox.com 3. CLEAR CALLS TO ACTION
  16. 16. Resource: 101 Examples of Effective Calls-to-Action offers.hubspot.com/101- examples-of-effective- calls-to-action
  17. 17. ymcahouston.org 4. BRANDING CONSISTENCY
  18. 18. 5. THIRD-PARTY VALIDATION Testimonials, Partners, Credentials, etc.
  19. 19. texasspineandneurosurgerycenter.com 6. MAKE IT EASY TO CONTACT YOU
  20. 20. 7. MEASURE YOUR SUCCESS
  21. 21. Things Your Website Should Do Well 1. Squint Test 2. What do you want visitors to do? 3. Can they do it? 4. Navigate Easily 5. Tell Your Story 6. Mobile Baseline 7. Accessibility Basics depelchin.org
  22. 22. Website Nice-to-Haves 1. Content Management 2. Advanced Functionality (login, donations, etc.) 3. Advanced Permissions 4. Advanced Conversion Tracking 5. Dynamic Content 6. Mobile Optimized
  23. 23. Tools in Your Web Marketing Toolkit
  24. 24. Foundation
  25. 25. Getting Started with Analytics 1. Why Google Analytics? 2. Embed Javascript code on each page 3. Set up Goals
  26. 26. Definitions 1. Visits # of instances of a visit 2. Pageviews Total views of all pages 3. Bounce Rate People who landed on one page & left without clicking anywhere 4. New Visits Based on a cookie in your browser
  27. 27. Top Reports to Focus On 1. Traffic Patterns 2. Traffic Sources 3. Top Keywords 4. Content/Navigation Paths 5. Mobile 6. Geography
  28. 28. Traffic Patterns • Look at Month/Month and Year/Year • Online should mirror what happens Offline
  29. 29. Traffic Sources Benchmark: 60-75% Search Engine Traffic Who Links to You
  30. 30. Top Keywords • Exclude your brand name for “nonbranded” words • Look at traffic and conversions
  31. 31. Content/Navigation Paths • Top Content tends to not change much • Look at Navigation Paths from your homepage particularly
  32. 32. Mobile
  33. 33. Geography • Is it what you expected? • Where is there opportunity?
  34. 34. Set Up Goals • i.e. Fill Out Contact Form • Admin > Goals > Add confirmation page URL • View Conversion Rates for any report
  35. 35. Resources for Learning More 1. Google Support - support.google.com/analytics 2. Google Analytics Blog - analytics.blogspot.com 3. Lynda.com - Google Analytics Essential Training
  36. 36. More Tracking Tools Tip: Add + on the end of any bit.ly URL to see stats
  37. 37. Even More! Monitoring Tools socialmention.comgoogle.com/alerts
  38. 38. FOUNDATION PART 2
  39. 39. Search Engine Optimization Photo Credit flickr.com/photos/josefstuefer/9500503
  40. 40. How a Search Engine Works
  41. 41. Search Engines are Deaf and Blind
  42. 42. Search Engine Relationships bruceclay.com/serc.htm
  43. 43. What do Search Engines Look for? bruceclay.com/seo-hierarchy-of-needs.htm • Readable Text • Fresh, unique content • Good site architecture • Unique meta info • Relevant inbound links
  44. 44. SEO = Write great content + Use targeted keywords where they make sense
  45. 45. Content is King Photo Credit: flickr.com/photos/ekilby/5611541203/
  46. 46. MOBILE
  47. 47. Mobile Stats 13% of web traffic is mobile 50% of local searches are mobile 57% of users say they won’t recommend a business with a poor performing mobile site Google rewards mobile-optimized content in search results
  48. 48. Mobile Stats
  49. 49. Mobile Stats
  50. 50. Mobile Stats
  51. 51. MOBILE OPTIONS Separate Site/Pages Responsive Designvs. m.site.com site.com
  52. 52. Separate Site/Pages Responsive Designvs. Pros: • Easier to add to existing website • Cost • Full content customization Cons: • Scalability • Content lives in multiple places • Device based Pros: • Scalable • SEO Friendly (Google Recommends) • Content Lives in One Place • Best Practice Cons: • Cost • All Content Must be Flexible
  53. 53. WHAT ABOUT MOBILE APPS? • Consider the Use Case • Remember: Apps are Device-Specific
  54. 54. FOUNDATION PART 2
  55. 55. EMAIL
  56. 56. WHY ARE YOU DOING THIS? •Who is/are your audience(s)? •Where in the buying cycle are they? •What do you want them to do? •Sign up for classes? •Pay online •Request brochure? •Can you track your success?
  57. 57. CHOOSING A PROVIDER •Fully-managed, SaaS or In-house •Price •Reporting •Reputation •(Commitment and Templating)
  58. 58. CREATING YOUR LIST DO: Collect subscribers online and offline Segment lists Build trust Tell them what they’ll get Never stop growing your list DON’T: Buy Lists Precheck the box Add folks to more lists than they agreed to Send to an anyone you’ve not sent anything to in at least 2 years Anything else shady
  59. 59. ANATOMY OF AN EMAIL • List: Keep it clean/relevant • Subject line: Shorter, concise • Message • Branded • All roads lead to CTA • Redundancy • Landing Page: Laser-focused
  60. 60. Let’s Talk Paid Advertising
  61. 61. Let’s Talk Advertising “Make it simple, but significant“ - Don Draper
  62. 62. Search Network
  63. 63. Display Network
  64. 64. Text Ads Image Ads Video Ads
  65. 65. Search Network Be there when they’re searching for you 2%-4% CTR 1. Bid on Keywords 2. Quality Score x Bid determine placement 3. Pay for Clicks Only 4. Target by Geography & Device
  66. 66. Display Network Branding Impressions to a Targeted Audience 0.1% CTR 1. Bid on Keywords Your ads show next to content containing those Keywords 2. Can define specific placements and topics 3. Pay for Clicks Only 4. Target by Geography, Device, Demographics 5. Sites include: Gmail, Apps, Mashable.com, Buzzfeed.com, Cracked.com, The Weather Channel, etc.
  67. 67. THE LONG TAIL OF MARKETING
  68. 68. KEYWORD RESEARCH ACTIVITY GOOGLE KEYWORD TOOL
  69. 69. ADSENSE 1. Show ads on your site as part of the Google Display Network 2. How it works 3. Earn revenue
  70. 70. 1. 16% Market Share 2. Less Competition Tends to be Cheaper 3. Long Tail Tends to work 4. Demographics Skew Older (Default Search Engine)
  71. 71. BREAK TIME!
  72. 72. Social Media!
  73. 73. “FREE” V. “PAID” •Free - Doesn’t mean to free to use •Paid - Pay/piece of content • Pay per click • Pay per impressions • 1 + 1 = 3 Photo Credit: flickr.com/photos/amagill/3366720659
  74. 74. LET’S START WITH THE BIG DOGS Stanley
  75. 75. OVERVIEW • 1.11B MAU • Accounts for 90% of time spent social networking Components • Page v. Profile • Newsfeed is main form of content consumption • Promotes engagement via Likes, Comments, Hashtags and Shares • Promotes Sponsored Stories, Boosted Posts and Ads
  76. 76. PAGE •Hub of your social media presence •Home of your promotions •Gateway to your website •SEO
  77. 77. FACEBOOK: PAGE •Users are 40-150 times more likely to consume your content on their newsfeed than from your page. •40% of Facebook time is spent on Newsfeed compared to 12% on Pages. •Newsfeed accounts for 4% of all time spent online.
  78. 78. FACEBOOK: ANATOMY
  79. 79. EDGERANK • EdgeRank is an algorithm used by Facebook to determine where and what posts appear on each individual’s newsfeed. - PostRocket • Personal Interaction • Your previous interactions with the author • Your previous interactions with the post type • Network Reaction • Reaction from users who have seen the post • Negative feedback
  80. 80. CONTENT STRATEGY • Listen First • Remember your Environment • Consider how you use Facebook • Use rich, engaging, easy-to-consume media • It’s not all about you - 80/20 rule
  81. 81. ADMIN PANEL/INSIGHTS
  82. 82. comScore
  83. 83. PAID ADS •3 Types: •Boost post •Sponsored story •Paid ad •Average CTR is low (~0.05%)
  84. 84. PAID ADS
  85. 85. RESOURCES •Facebook Marketing Bible •Allfacebook.com •Developers.facebook.com •North Social and ShortStack
  86. 86. • 5x more likely to share News
  87. 87. •About 200M users (Dec. 2012) •Treats personal and brand profiles the same •Timeline is main form of content consumption •Promotes engagement via Mentions, RTs and Hashtags
  88. 88. • Full-Service • Promoted Accounts, Tweets and Trends • Analytics • Customer Service Rep • Self-Service • Promoted Accounts and Tweets • Analytics • Only pay for what works PAID ADS
  89. 89. PAID ADS
  90. 90. •> 1B unique visitors each month •100 hours of video are uploaded every minute •According to Nielsen, YouTube reaches more US adults age 18-34 than any cable network •Behind Google, YouTube is the world’s second largest search engine
  91. 91. •You don’t need a Channel or have to be on YouTube to watch a video •Promotes engagement via comments, likes, shares, playlists and embeds •Paid advertising available in TrueView or InStream
  92. 92. •Be aware of video length/purpose •Not everything has to be production quality. Consider the content. •Always optimize videos •Create playlists (Google indexes these) CONTENT STRATEGY
  93. 93. •Standard In-Stream - :15 or :30 long “commercials” •TrueView - Can be longer than :30 and viewers must choose to watch PAID ADS
  94. 94. • > 200M Users • > 2.5M Company Pages • Promotes engagement via likes, comments, shares, mentions, endorsements, recs and groups/discussions • Supports paid ads via Premium Display ads, Sponsored inMail and Sponsored Updates Higher ed is the 3 largest industry utilizing LinkedIn with > 1.95M users
  95. 95. CONTENT STRATEGY • Personally • News of new projects, skills, etc. • Industry-relevant links, articles, case-studies • Kudos • Company • Press-releases • Internal updates • Jobs • Fun facts, tips, pointers
  96. 96. PAID ADS Marketing Solution • Display and social ads • Dedicated account rep • Guaranteed inventory and delivery • CPM • Minimum spend is $25K/ 3 months
  97. 97. PAID ADS Self-Serve Ads • Text ads w/ image • CPM or CPC • No minimum spend
  98. 98. PAID ADS
  99. 99. •135M MAU •Has Business and Personal profiles •Promotes engagement via +1, shares, comments, hashtags and Hangouts and Communities •Does not offer paid advertising
  100. 100. 1. It is owned by Google 2. Google Places become Google Plus Local Pages 3. Search Plus rolls out WHY YOU SHOULD CARE
  101. 101. OTHER NETWORKS TO CONSIDER
  102. 102. FIND YOUR AUDIENCE http://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/
  103. 103. • 56 million WordPress sites in the world • Women more likely to blog
  104. 104. • 20 Billion posts • 50 Million blogs • Young Audience (skews toward teens) • Purchased by Yahoo for $1 billion • Content Curation vs. Creation IBM on Tumblr
  105. 105. • Visual • 17% of all social media driven ecommerce • Demographic: College Educated Women
  106. 106. • Lifestyle • Curated Content - 80% are repins • Crowd Source • Inspire
  107. 107. Monitoring Tool: Pinalerts
  108. 108. • 12% of web users • Demographics: • Age 18 - 29 • Even Men/Women • College-Educated • Now with video!
  109. 109. THE POWER OF PHOTOS
  110. 110. • 6 Second “Animated GIF” Style Videos • Early Adopters • Introduced by Twitter in February 2013
  111. 111. • “YouTube for Presentations” • Share webinars, public speaking, documents • Embed YouTube videos • Business-Oriented content
  112. 112. NICHE NETWORKS • Passionate Community • Be the Authority • Street Cred
  113. 113. TIPS FOR EXPLORING NEW NETWORKS • Snag your name • Listen first • Monitor the Demographics • Consider your previous commitments
  114. 114. Tools to Help with Implementation
  115. 115. SOCIAL MEDIA PLATFORMS
  116. 116. OTHER TOOLS Social Media Policy Examples socialmediagovernance.com/policies.php
  117. 117. TAG AGGREGATION tagboard.com
  118. 118. CONTENT AGGREGATORS flipboard.com
  119. 119. CREATING VISUAL CONTENT madewithover.com Resources for making infographics: http://bit.ly/infographictips http://bit.ly/infographictips2
  120. 120. WE’RE FINISHED!
  121. 121. QUESTIONS? KATRINA KOKOSKA Professional Services Manager @kkokoska CAITLIN KALUZA Marketing Manager @qcait | qcait.com

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