Post on 10-Jan-2017
Digital Marketing Right Now
About Me, @isvictoriousVictor Manuel Ramirez has worked as a digital
marketing consultant with various startups and small businesses in the New York City area for over 5 years.
Since attending Penn State for business management and administration, he has coordinated campaigns with brands such as Citadel Broadcasting, ADIDAS, Vitamin Water, Red Bull, Clear Channel, and Diageo.
His specialties include SEO, mobile accessibility, social media strategy, and brand development. In his free time, Victor studies web development and sings in a Misfits cover band.
Why Digital Marketing?
Why Digital Marketing?
Marketing
Marketing ≠ Advertising
Marketing (re)Defined
ProductPricePlacePromotion
Digital Marketing
Organic SearchLocal ListingsOnline AdsSocial NetworkingDiscount & Deal SitesReview SitesEmail MarketingAnalytics
Research
Good artists borrow,great artists steal
- Picasso
Tools & Resources
Pen & PaperGoogle Search SuggestionsGoogle Adwords Keyword PlannerGoogle TrendsTwitter SearchSEMrush
Content Strategy
Describe your vision of success in 140 characters or less
Product / Service
What are you selling &why would they buy it?
Website
Cornerstone of online marketing:RelevantUsableTrustAuthority
Website
What are some of the hidden costs associated with website management?• Domain registration• Hosting• Premium updates (mobile, accessible)• Developer fees• Security services• Storage and backups• Customer response
Why Mobile Matters
62% of large online advertisers don’t currently have a page optimized for mobile - Tim Reis, Google
Website Usability
Website Usability
Website Usability
Website Tools
Hosting & Building• DIY - SquareSpace.com• Semi-DIY - WordPress Free Setup• Hired - FreelanceSwitch.com
Enhancements• 25 Point Usability Checklist (Attached)• Google Webmaster Tools• WooRank.com• LaunchList.net
Mobile Website Tools
WordPress● BraveNewCode.com/wptouch/● Themeforest.com● Yoast Local Plugin
Squarespace Mobile
Firefox > Web Developer Tools > Responsive Design View
Good VS Bad
CityMD
vs
Mama Pho
Organic Search (SEO)
“Affecting websitevisibility in ‘unpaid’ ornatural search”
Organic Search (SEO)
Payoff: Improve your website to rank higher in search results
Commitment: High level of initial effort and updates as needed
Example: Create a useful, information-rich site, and writing pages that clearly and accurately describe the content. Claim & Optimize off site brand pages.
Organic Search (SEO), Value
Organic Search (SEO), Panda
Thin ContentDuplicate PagesHigh Ad RatioEmpty Web PagesPurchased Links
Organic Search (SEO), Panda
Organic Search (SEO), Panda
Organic Search (SEO), Tools+
Google One Page SEO (Attached)
Moz Beginners Guide to SEO
Local Listings
“Reach customers in your region, city or community with local business listings.”
Local Listings
Payoff: Reach customers in your area and drive local sales
Commitment: One-time setup with weekly to monthly updates
Example: Claim your Google Places page & enter accurate up to date information
Local Listings
Local Listings, Getting Started
1. Immerse yourself in competitors (or influencers)
2. Complete your profile3. Create a strong photo gallery4. Recognize the value of reviews5. Respond to reviews6. Track metrics7. Take advantage of resources
Local Listings, Information!
1. Name & Category2. Detailed Address & Phone Number3. Link to Website (and Menu)4. Quality Photos5. Important Info6. About Your Business (Keywords, Links!)(7.) Opentable.com Reservations
Local Listings
DIY - GetListed.org
Enterprise - Yext.com
Online Ads (Pay Per Click)
Search, Network, Display
Online Ads (Pay Per Click)
Payoff: Get your products and services in front of people looking for them
Commitment: One-time setup, monthly costs, weekly updates
Example: Create an ad campaign for ‘custom floral arrangements’ using Google AdWords
Online Ads (Pay Per Click), Tips
1. Avoid jargon and talk about your product or service the way a customer would
2. Think about the customer's needs and desires and call them out in headlines and descriptive text
3. Tell potential customers what you want them to do next with a direct call to action like "Shop Now!" or "Sign up"
Online Ads (Pay Per Click), Tips
Organized structureThe right keywordsAttention grabbingStrong landing pagesCustomer tracking and analytics
Online Ads, Brand Protection
Online Ads, Brand Protection
When Are They Clicking?
Online Ads (Pay Per Click), Landing
Online Ads, Local Elements
Local ImageryLocation & HoursIntegrated Map with DirectionsProximity to Landmarks (Hotels, etc)Local Phone and Contact InformationMembership in Any Local Group (BBB, Rotary
Club Logo, Local Charities)
Online Ads (Pay Per Click), Tools
Google Adwords PlannerFacebook AdsUnbounce.comOptimizely.com
Social Networking
“The process of gaining website traffic or attention through social media sites.”
Social Networking
Payoff: Create a community of customers
Commitment: One-time setup with hourly or daily updates
Example: Create a page for your business on Facebook or Twitter
Social Networking, Goals
AuthorityAwarenessReach EngagementInfluenceMonitoring
Social Networking, Actions
Customer ServiceSeasonal ContentCustomer RecognitionBrand IdentityPeak Behind the CurtainBrand Specific ContestsPromotions
Social Networking, Examples
Twitter:Zappos, Dunkin Donuts, ChipotleFacebook:Red Bull, Skittles, ZapposTumblr:Jimmy Fallon, Roberta’s Pizza, Parks & RecVine:Brandsonvine.com
Social Networking, Mistakes
1. Timing doesn’t matter2. Hiding from customers3. Shares matter, not traffic4. People read content during the same peak
times they share it5. Focusing on all social channels6. Sharing your content once7. Slow and steady wins the race
Social Networking, Tools+
HootSuiteHootSuite AcademySprout SocialSprout InsightsEditorial Calendar
Discount & Deal Sites
Payoff: Drive business to your website or brick-and-mortar location with incentives and group discounts
Commitment: Setup on as-needed basis. Low cost but may impact profits.
Example: Offer 10% off on Tuesdays via Groupon, LivingSocial
Discount & Deal Sites, DIY
Review Sites
Payoff: Get customers to rate and recommend your products and services
Commitment: One-time setup and minimal updates
Example: Send follow up emails, social updates customers asking them to review your products
Review Sites, 5 Tips
Setup Google Alerts & Listen on Social
1. Consolidate and Delegate2. Don’t Hide3. Be Prompt4. Acknowledge the Happy Customers5. Ignore the Bad Attitudes
Review Sites, Tools+
Google AlertsWebmaster ToolsHootSuiteEditorial calendar
77% of consumers prefer to receive permission-based marketing communications through email
44% of email recipients made at least one purchase last year based on a promotional email
64% of people say they open an email because of the subject line
Payoff: Build a proprietary list that allows you to market directly to your customers
Commitment: One time setup, monthly or weekly updates
Example: Offer coupon for holidays or subscribers' birthdays
E-mail, Lists
Give an incentiveAsk on your websiteAsk on your networksBe relevant and helpful (Google Tabs!)
E-mail, Campaigns
E-mail, Campaigns
E-mail, Campaigns
E-mail, Campaigns
E-mail, Tools+
MailChimp Resources
CopyBlogger.com
Editorial Calendar
Q&A
Closing
Review me on 3rd Ward's Yelp!
Look for future courses!
Connect with me @isvictorious