FREE Ways to Improve

Digital Marketingin 15 Minutes per Week

13 November 2012Gabrielle K. Gabrielli, Ph.D.

Introductions

• Name• Business(es), organization(s)• What is your brand?• Experience with marketing• Current web presence• What you hope to learn from this session

Example of Weekly Schedule

Digital  Marke,ng  in  One  Week

3  Minutes Examine  Metrics  to  Determine  where  to  Focus  Energy

3  Minutes Update  Website  -­‐  Fresh  Content  Helps  SEO

4  Minutes Alternate  Weeks-­‐  Email  Campaigns,  Blogs,  Facebook  Campaigns

2  Minutes Solicit  Customer  Feedback  and  Tes,monials

2  Minutes Visit  LinkedIn  Groups;  Comment  or  Respond  to  Connec,ons

1  MinuteUpdate  Facebook  Business  Status;  Feed  to  TwiQer;  Copy  toLinkedIn

Extra  Time?Work  on  YouTube,  Pinterest,  LinkedIn,  Metadata,  CreateEngaging  Content  (graphics,  pics,  videos,  etc.)

7 Online Marketing Trends - 2012

1. It's not just mobile! Consumers are deviceindifferent.

2. Social media marketing grows up andmoves out of marketing.

3. Content marketing makes brands media.4. Real time matters more than ever.

* Source: ClickZ, Jan. 2012

7 Online Marketing Trends - 20125. Email isn't dead (yet!). Communication

counts.6. Commerce happens everywhere.7. Actionable metrics count, not just

collecting big data.

* Source: ClickZ, Jan. 2012

Research on Social Media

• 53% of social media users follow a brand.• 60% create reviews.• 37% of mobile phone users access social

media from phones; social networking is 2nd

most valued feature to GPS.• People aged 18-34 are majority, 62% female.• African Americans more highly represented

on Twitter than other social networks.

Nielsen’s Q3 2011 Social Media Report

Top 10 Websites

* Source: Experian Hitwise, Nov. 2012

Top 10 Social Networking Websites

* Source: Experian Hitwise, Nov. 2012

Tip: Take Advantage of Free Tools

• Google Analyticshttp://google.com/analytics• Webmaster Tools, AdWords, Google PlusTutorial:

http://www.google.com/intl/en/analytics/iq.html

Pagerank• Represents how important page is on the WebGoogle's Score = (Kw Usage Score * 0.3) + (Domain * 0.25) +

(PR Score * 0.25) + (Inbound Link Score * 0.25) + (UserData * 0.1) + (Content Quality Score * 0.1) + (ManualBoosts) - (Automated & Manual Penalties)

PageRank = 0.15 + 0.85 * (a "share" of the PageRank of every page that links to it)

Search Ranking Factors Survey 2011

http://www.stateofsearch.com Retrieved 18 Oct. 2011

Metadata

• Page Title• Description• Keywords• ALT Tags• H1

Metadata Description• Character Limit 160 BUT you want 153 or less• When absent, a snippet of random text may be

chosen for you• When limit is exceeded, some search engines

may bump you

Metadata Title

• Character Limit - 60-65• When limit is exceeded, some search

engines may bump you• Default page name in some software is

“Home” - be sure to change it• For local businesses, regionalize• Unique title is needed for each page (note:

TSAE page titles are still all the same)

Metadata Title ExamplesNeeds Improvement:

• Home• Events and Training Calendar• The Southeast's Premiere Destination for

Weddings, Hunting Trips, Retreats & Special Events- Honey Lake Plantation - Resort & Spa (130)

• FSAE | Home

Better:

• Workforce Florida - Priorities & Initiatives• About the Foundation | FSAE | Home

Metadata Keywords

• Character Limits- No real limits on mostsearch engines but figure first 20 words asmost important

• No real consequence when limit isexceeded

• Doesn’t carry nearly as much weight as itonce did with SEO, but doesn’t hurt

Keywords

• Don’t use capitalization.• Don’t use plurals.• Put most important search terms at the top

of the list.• For local organizations, regionalize search

terms.• Add unique descriptors.

Metadata Keywords BAD Example

• “hotel near the crown center plaza, kansascity hotels, missouri hotels, meeting hotelin kansas city, wedding hotel in kansascity, hotel near hallmark crown center,shopping hotel kansas city"

Which hotel do you think this is?

Metadata Keywords Examples

• florida, dental care, florida dental profession, oralhealth care, dental education

• osteopathic medicine,osteopathicphysicians,osteopathic manipulativetherapy,Florida,FOMADO NOT use words like Florida, retail, sale, etc.

unless they are combined in phrases

ALT Tags

• Help drive traffic to website and ensureSection 508 accessibility

• VERY important to SEOGood example:• <img src="images/fesmasthead.jpg"

alt="Back to Florida Engineering SocietyHome Page”>

Keyword Discovery

• http://keywordeye.co.uk (this is a greatproduct when it is working).

XML Sitemap Keyword Tool

• http://www.xml-sitemaps.com/keyword-density-tool.html

• Keyword density = frequency of keywordson your website

• 2-5% density is considered optimal• Above 7% may require tweaking...but

many that are more dense perform great

Metamend Keyword Density Analyzer

• http://www.metamend.com/seo-tools/keyword-density-analyzer.html

• Prominence = relationship to metadataand other HTML markers

• T=Title, D=Description, K=Keywords,H=Heading, L=Linktext, B=Bold, I=Italic,A=Alt, C=Content

• (note: this wasn’t working this morning but sometimes that happenswith free tools...try again later if this ever happens)

Blekko

• Search engine that has SEO built inthrough slash tags

• Use /seo after any URL to analyzeinbound links, hostrank, cross links, andallows you to compare you and acompetitor

• http://blekko.com

TouchGraph

• http://touchgraph.com/google• Shows interrelationships of dominant sites

and keywords

Solo SEO

• http://soloseo.com/tools/linkSearch.html• Helps with cross-promotion and URL

submit

SMM: Social Mention

• http://socialmention.com• Conducts social media search and

analyzes mentions and keywords

Check for Accessibility

http://contentquality.com - Check ADAand ALT Tags to ensure accessibility

Check Out Your Competition

• http://keywordspy.com - enter URL in topwindow, check out any website’s keywordsand more

Free Website Monitoring

• http://internetseer.com - ensure uptime

Free Website Speed Test

• http://www.websiteoptimization.com/services/analyze - free website optimization tool

Tip: Improve Online Presence

• https://www.facebook.com/pages/American-Lung-Association-in-Florida-Tallahassee/109222612452415 should be

• http://www.facebook.com/ALATallahassee

Go to http://facebook.com/username to createa custom username.

Tip: Increase Engagement

KPIs - Key Performance Indicators• Time spent on site• Pages per visit• Return frequency to site• Page view• Visitors per referrer• Bounce rate

Bounce Rate Metric

• “Stickiness” of a website• High number = lack of appeal or relevance

from landing page

Ways to Improve Bounce Rate

• Know your audience.• Create more appealing web content.• Keep text to a minimum (but do not make

your site graphics only).• Include a call to action.• Show them how you help meet needs.• Track metrics and adjust accordingly.

Tip: Save Time by Cross-Linking

• Facebook to Twitter link:• http://www.facebook.com/twitter

The Value of LinkedIn

• Complete your personal profile to 100%.• Network with many prospective contacts.• Join industry groups and participate.• Excellent ROI.

Add a company profile:http://www.linkedin.com/company/add/show

The Value of Great Content

...when a video goes viral on YouTube• Connect with audience

– Know who you want to reach– Create a relationship with them– Actively build audience base

• Add meaningful metadata

Tip: Create Email Campaigns

• Personalize when possible.• Make content visually appealing.• Keep text to a minimum.• Provide discounts or incentives to click.• Keep frequency to less than once per 1-

2 weeks.

Email Rules of Thumb

• Customize for the individual and the group.• Have powerful subject line & call to action.• Reinforce your brand.• Provide unsubscribe with comments for

people to tell you why they are leaving.• Make adjustments as needed.

Blogs

• Blogs can be a great way to drive traffic toyour site– Update at least once every 2 weeks– Have “search engine friendly” titles

Blogs

• Doesn’t cost anything but time– http://wordpress.com– https://www.blogger.com– http://technorati.com/pop/blogs Top 100 sites,

great for ideas

Tip: Take Advantage of Free Tools

• https://adwords.google.com/select/KeywordToolExternal - SEO Tools includingbounce rate (<50% for starters, the lowerthe better)

• http://www.submitexpress.com/analyzer -tools to check metadata, URLs, page loadtime, and more

Add Google Analytics Tracking Code<script type="text/javascript”> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-20858369-2']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type =

'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl'

: 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0];

s.parentNode.insertBefore(ga, s); })();</script>

Generate Sitemaps

• HTML sitemaps– Page that shows every page on your site– Pages you don’t want indexed should have

code added– Link to sitemap should be on all pages

• XML sitemaps– Much more important to search engines– http://xml-sitemaps.com

I’ve attracted visitors, now what?

• Website must:– Be well designed– Provide appealing headline, image– Attract clicks– Drive traffic– Include a call to action that leads to

engagement

Tip: Cross-Promote

• Connect all of your web presence sites toone another.– Social networking– Blogs– Website

• Connect with others through reciprocallinks.

Other Metrics

• Server analytics such as AW Stats(Quality and Relevance of Content)– unique page views, time on page, total pages

viewed, bounce rate, etc.• Klout (Social Media Influence)• Social Mention (Share of Voice)• Topsy (Engagement)• Bitly.com (Referral Statistics)• Thousands of Others!

Content Marketing

• A marketing technique of creating anddistributing relevant and valuable contentto attract, acquire, and engage a clearlydefined and understood target audiencewith the objective of driving profitablecustomer action.

Communicating without selling

The Value of Organic

• 80% use search engines to find productsand services they want to buy.

• 85% of searchers ignore paid listings.• 63% of top organic listings get click-

thrus.• Organic search results convert 30%

higher than PPC.

Social Media Marketing - SMM

• Use of social networks, online communities,blogs, wikis, or any other onlinecollaborative media for marketing, sales,public relations and customer service

• Includes writing content that is remarkable,unique, and newsworthy. This content canthen be marketed by popularizing it or bycreating a “viral” video on YouTube andother video sites.

Keys to Marketing Success• Have a website

– Domain name should be easy to remember, nodashes, and search engine friendly.

– Businesses should have .com.– Nonprofit organizations should have .org.– Educational institutions should have .edu.– Buy more than one domain and mirror it!

• Domain names can be bought for <$10/yr.– My favorite places to buy are ADimeADozen.com and

GoDaddy.com.

• Hosting varies but $35 per month for smallbusiness is typical (more for e-commerce).

Keys to Marketing Success

• Have an effective LinkedIn profile– Get to 100% completeness– Connect with everyone who may be a customer– Join industry groups– Customize your public profile link– Customize your website links– Connect your Twitter account if you have one

• Cross-promote– Include LinkedIn link in all communication– Include LinkedIn link on website and FB page

LinkedIn

Set custom URL to make it more shareableand search engine friendly

• Example:http://www.linkedin.com/pub/elizabeth-barbour/4/465/ab1versushttp://www.linkedin.com/in/gabriellefsu

Set Custom URL in LinkedIn

• You can customize your public profile URLwhen you edit your public profile from theSettings page.– Go to Settings and click "Edit your public

profile".– In the "Your public profile URL" box on the

right, click the "Customize your public profileURL" link.

– Type the last part of your new custom URL inthe text box.

– Click Set Custom URL

Pinterest

Keys to Marketing Success

• Have an effective Facebook business page– Unless you are part of an organization that has

its own and regulates others, this should beseparate from your personal page

– Invite everyone who may be a customer– Customize your Facebook domain name

• https://facebook.com/username

• Cross-promote– Include Facebook link in all communication– Include Facebook link on website and LinkedIn

Keys to Marketing Success

• Optimize your website– Search engine friendly– No errors including technical– Simple but elegant– Easy to navigate– Quick page load time

• Accessible to everyone (includes no Flash!)– People with disabilities– Mobile devices

• Include Call to Action

Keys to Marketing Success

• Add testimonials– Quotes from happy clients– Should be on your website– Get recommendations on your LinkedIn profile

• Create a blog– Update at least once every 2 weeks– Use search engine friendly titles and content– Develop lists such as “7 ways to....”

Keys to Marketing Success

• Create a YouTube business channel– If you already have a personal account, log out

then create a new account.– Customize URL to be search friendly– Should be on your website

• Create a video– Start with one and plan to develop more– Use search engine friendly titles and content– Make it interesting, informative, and fun!– Allow embedding

Keys to Marketing Success

• Create a Twitter account– Even if you don’t use it, create one– Automatically update it via your Facebook

business page• Cross promote

– Cross-link to instantly update your Twitter pagethrough Facebookhttp://www.facebook.com/twitter

– Cross-link to instantly update your LinkedIn pagethrough Twitter http://learn.linkedin.com/twitter

Keys to Marketing Success

• Maximize your email– Mine data on your website to capture email

addresses– Offer contests to capture email addresses– The best customer is an existing customer; do

what you can to keep them engaged• Communicate effectively

– Don’t send emails more than once per week– Always cross-promote your Facebook, LinkedIn,

YouTube, Pinterest, and Twitter accounts

Conclusion

• You don’t have to spend a lot of timeimproving your digital marketing reach.

• You don’t have to be an expert in SEO ordigital marketing in general.

• You don’t have to spend money.• This entire presentation will be available at

http://gabrielleconsulting.com/tsae15• Questions?

gabrielle@gabrielleconsulting.com