1.
YOUR WEB
MARKETING TOOLKIT
Katrina Kokoska | @kkokoska
Caitlin Kaluza | @qcait
schipul.com
blog.schipul.com
@schipul

2.
WHO ARE WE?
KATRINA KOKOSKA
Professional Services Manager
@kkokoska
CAITLIN KALUZA
Marketing Manager
@qcait | qcait.com

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.
SETTING GOALS

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.
Start with Standards - Then
Test for Yourself
Source: blog.getresponse.com/best-time-to-send-email-infographic.html

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.
EXAMPLE CONVERSIONS

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.
STEP 4: WHERE
IN THE BUYING
CYCLE ARE
THEY?
smartinsights.com/wp-content/uploads/
2012/02/inbound-marketing-funnel.jpg

11.
YOUR WEBSITE
aka The Mothership
Photo Credit: flickr.com/photos/68428932@N00/4690601431/

12.
WEBSITE MARKETING
FUNDAMENTALS
A Checklist

13.
houston-offshore.com
1. USE A STRONG
HEADLINE

14.
keggscandies.com
2. YOUR PRODUCT
OR SERVICE IS THE
HERO

15.
dropbox.com
3. CLEAR CALLS
TO ACTION

16.
Resource:
101 Examples
of Effective
Calls-to-Action
offers.hubspot.com/101-
examples-of-effective-
calls-to-action

17.
ymcahouston.org
4. BRANDING
CONSISTENCY

18.
5. THIRD-PARTY
VALIDATION
Testimonials, Partners, Credentials, etc.

19.
texasspineandneurosurgerycenter.com
6. MAKE IT
EASY TO
CONTACT YOU

20.
7. MEASURE
YOUR SUCCESS

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.
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.
Tools in Your Web Marketing Toolkit

24.
Foundation

25.
Getting Started with Analytics
1. Why Google
Analytics?
2. Embed Javascript
code on each page
3. Set up Goals

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.
Top Reports to Focus On
1. Traffic Patterns
2. Traffic Sources
3. Top Keywords
4. Content/Navigation Paths
5. Mobile
6. Geography

28.
Traffic Patterns
• Look at Month/Month
and Year/Year
• Online should mirror
what happens Offline

29.
Traffic Sources
Benchmark: 60-75%
Search Engine Traffic
Who Links to You

30.
Top Keywords
• Exclude your brand name
for “nonbranded” words
• Look at traffic and
conversions

31.
Content/Navigation Paths
• Top Content
tends to not
change much
• Look at
Navigation
Paths from your
homepage
particularly

32.
Mobile

33.
Geography
• Is it what you
expected?
• Where is there
opportunity?

34.
Set Up Goals
• i.e. Fill Out Contact
Form
• Admin > Goals >
Add confirmation
page URL
• View Conversion
Rates for any report

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.
More Tracking Tools
Tip: Add + on the end of
any bit.ly URL to see stats

37.
Even More! Monitoring Tools
socialmention.comgoogle.com/alerts

38.
FOUNDATION PART 2

39.
Search Engine Optimization
Photo Credit flickr.com/photos/josefstuefer/9500503

40.
How a Search Engine Works

41.
Search Engines are Deaf and Blind

42.
Search Engine Relationships
bruceclay.com/serc.htm

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.
SEO =
Write great content
+
Use targeted keywords where
they make sense

45.
Content
is King
Photo Credit: flickr.com/photos/ekilby/5611541203/

46.
MOBILE

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.
Mobile Stats

49.
Mobile Stats

50.
Mobile Stats

51.
MOBILE OPTIONS
Separate Site/Pages Responsive Designvs.
m.site.com site.com

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.
WHAT ABOUT MOBILE APPS?
• Consider the
Use Case
• Remember:
Apps are
Device-Specific

54.
FOUNDATION PART 2

55.
EMAIL

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.
CHOOSING A
PROVIDER
•Fully-managed, SaaS or In-house
•Price
•Reporting
•Reputation
•(Commitment and Templating)

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.
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.
Let’s Talk Paid Advertising

61.
Let’s Talk Advertising
“Make it simple, but significant“ - Don Draper

62.
Search Network

63.
Display Network

64.
Text Ads
Image Ads
Video Ads

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.
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.
THE LONG TAIL OF MARKETING

68.
KEYWORD RESEARCH ACTIVITY
GOOGLE
KEYWORD
TOOL

69.
ADSENSE
1. Show ads on your
site as part of the
Google Display
Network
2. How it works
3. Earn revenue

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.
BREAK TIME!

72.
Social Media!

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.
LET’S START
WITH THE
BIG DOGS
Stanley

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.
PAGE
•Hub of your social media presence
•Home of your promotions
•Gateway to your website
•SEO

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.
FACEBOOK: ANATOMY

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.
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.
ADMIN PANEL/INSIGHTS

82.
comScore

83.
PAID ADS
•3 Types:
•Boost post
•Sponsored story
•Paid ad
•Average CTR is low (~0.05%)

84.
PAID ADS

85.
RESOURCES
•Facebook Marketing Bible
•Allfacebook.com
•Developers.facebook.com
•North Social and ShortStack

86.
• 5x more likely to
share News

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.
• 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.
PAID ADS

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.
•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.
•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.
•Standard In-Stream - :15 or :30
long “commercials”
•TrueView - Can be longer than :30
and viewers must choose to watch
PAID ADS

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.
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.
PAID ADS
Marketing Solution
• Display and social ads
• Dedicated account rep
• Guaranteed inventory
and delivery
• CPM
• Minimum spend is $25K/
3 months

97.
PAID ADS
Self-Serve Ads
• Text ads w/ image
• CPM or CPC
• No minimum spend

98.
PAID ADS

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.
1. It is owned by Google
2. Google Places become Google Plus
Local Pages
3. Search Plus rolls out
WHY YOU SHOULD CARE

101.
OTHER
NETWORKS
TO CONSIDER

102.
FIND YOUR AUDIENCE
http://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/

103.
• 56 million
WordPress
sites in the
world
• Women more
likely to blog

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.
• Visual
• 17% of all social
media driven
ecommerce
• Demographic:
College Educated
Women

106.
• Lifestyle
• Curated Content -
80% are repins
• Crowd Source
• Inspire

107.
Monitoring Tool: Pinalerts

108.
• 12% of web users
• Demographics:
• Age 18 - 29
• Even Men/Women
• College-Educated
• Now with video!

109.
THE POWER
OF PHOTOS

110.
• 6 Second
“Animated GIF”
Style Videos
• Early Adopters
• Introduced by Twitter in February 2013

111.
• “YouTube for
Presentations”
• Share webinars, public
speaking, documents
• Embed YouTube videos
• Business-Oriented
content

112.
NICHE NETWORKS
• Passionate Community
• Be the Authority
• Street Cred

113.
TIPS FOR EXPLORING NEW
NETWORKS
• Snag your name
• Listen first
• Monitor the Demographics
• Consider your previous commitments

114.
Tools to Help with Implementation

115.
SOCIAL MEDIA PLATFORMS

116.
OTHER TOOLS
Social Media Policy Examples
socialmediagovernance.com/policies.php

117.
TAG AGGREGATION
tagboard.com

118.
CONTENT AGGREGATORS
flipboard.com

119.
CREATING VISUAL CONTENT
madewithover.com
Resources for making infographics:
http://bit.ly/infographictips
http://bit.ly/infographictips2

120.
WE’RE FINISHED!

121.
QUESTIONS?
KATRINA KOKOSKA
Professional Services Manager
@kkokoska
CAITLIN KALUZA
Marketing Manager
@qcait | qcait.com