Post on 09-May-2015
description
Marketing in the Digital Era
Scott Mowery
Search & Online Marketing Manager
Cleveland Clinic
April 12, 2012
The Lines Are Blurring
Integrated
Digital
Marketing
Search Engine
Optimization
(SEO)
Paid Search
(PPC)
Online Media
(Display,
Affiliates, etc.)
Social Media Creative, Content
and Website
Development
Email and
Marketing
Automation
Web Analytics
Don’t Be a One-Trick Pony
Well-Rounded Marketers Think Smarter and Move Faster
The Joy of Cooking Digital Marketing
Use These 10 Ingredients…
Ingredient #1:
Make Your Site
Accessible to
Search Engines
Search Engine Marketing
Organic Results
(SEO)
Paid Listings
(PPC)
Increasing
visibility on
search engine
result pages
US Search Engine Market Share
Source: ComScore.com totals for Dec. 2011
Over 18.2 billion
total searches
per month!
Why Consumers Use Search Engines
• “Digital Advice” offers reassurance
• Make empowered, informed decisions
• Find correct, complete info
• 24/7 access
• Useful in all stages
of purchase cycle
Loyalty Awareness
Familiarity Consideration
Selection
Universal Results
There’s More to Search Than Google…
Everybody is Part of the SEM Team
Marketing
Sales
IT
Copywriters
Media Relations
Designers
Analysts
Limitations of Search Engines
http://www.joann.com/storage/scrapbook-storage/paper-organizers/
Keep URLs Clean and Simple
Shallow, Logical Site Architecture
Home Page:
Women’s Health
Category Page:
Women’s Health
Conditions
Detail Page:
Medical Procedures That
Cause Menopause
Subcategory:
Menopause
Ingredient #2:
Develop a
Keyword Strategy
That Fits Your
User’s Needs
What’s the Ideal Keyword?
• High volume of monthly searches
• Low number of optimized competitors
• Provides strong conversion and value
• Brainstorm ideas for root terms
• What’s used by the competition?
• Use modifiers, descriptors, extensions
• Group into common themes/buckets
• Expand with keyword tools
• Throw out negative terms
Keyword Research Basics
The Long Tail of SEO
Lots of search
volume & competition;
Low conversion
Limited search
volume & competition;
Higher conversion
Cancer
Prostate Cancer
Prostate Cancer Treatment
Chemotherapy Treatment
for Prostate Cancer
http://searchengineland.com/seotable
Ingredient #3:
Map Keywords
to Pages
Descriptive HTML Text is Necessary
How much readable text is on this page?
• #1 on-page ranking
factor
• Unique for each page
• Starts with primary
keyword phrase
• 65 characters or less
(incl. spaces)
Title Tags
Title Tag:
“Basketball – Men’s Footwear – Dick’s Sporting Goods”
Think Like a Customer
Think Like a Customer
• Engaging, accurate description of page
• Unique for each page
• Includes primary keyword phrase
• Length: 155 characters or less (incl. spaces)
• Makes a difference on clickthrough rate
Meta Description
• Sprinkle keyword
throughout page title,
body copy, headings and
images
• Use synonyms/acronyms
• Avoid keyword stuffing
• Sniff test: read it out loud
• Cross-link to relevant
pages with keyword-rich
links
On-Page Content
Click Here
Who Cares How We Rank for This?
“Combo Approach” to Keywords
• Total Hip Replacement Surgery
• Total Hip Replacement
• Hip Replacement Surgery
• Hip Replacement
• Hip Surgery
Ingredient #4:
Don’t Settle for
Good Content.
Make Your
Content Great!
• Satisfies user needs
• Written by a human
• Not copied from
elsewhere
• 1-2 pages long
• Free of grammar,
spelling and
punctuation errors
• Similar to other sites
Which Content Would You Like?
• Exceeds user
expectations
• Produced by
outstanding writers
and designers
• May use video, audio
and images to
enhance copy
• Provides unique
insights and info
• “I have to share this”
“Good” Content “Great” Content
• Coworkers
• Patients
• Competitors
• News/Media
• Blogs
• Social Media
• Vendors
• Government
• Events
Become a Content Hub
• Industry News/Data
• Unique Research
• Timely Analysis
• Product Information
• Multimedia Content
• Discussion/Interaction
• Offers/Promotions
• Humor/Human Interest
• Presentations/White
Papers/Infographics
Content Sources Content Bank
Ingredient #5:
Boost User
Satisfaction with
Strong Design
and Usability
First Question You Must Ask:
What do you need
your site to do?
Can Users Answer 3 Questions?
Where am I?
What can I do here?
Why should I do it?
• Design for people,
not search engines
• Understand your
user’s expectations
• Define user needs
• Leave a scent
• Ask for feedback
• Read this book
Usability and Design Basics
Usability Varies by Device
Mobile’s Impact is Increasing
HowToGoMo.com
Gauging User Feedback
Ingredient #6:
Make it Easy for
Others to Help You
Gain Traction
Develop Multiplatform Content
• Mobile
• Video
• Audio
• Blog
• Webinar
• Lead Generation
Inbound
Marketing
Interruption
Marketing
Marketing that
stops us from
doing what we
want so it can
sell us stuff we
may not need
Marketing that
relies on
earning people’s
interest rather
than buying it
vs.
Two Types of Digital Marketing
Spread it thru Inbound Marketing
SEO
Webinars Blogs RSS
Comments
Video
Forums
Social Media
Podcasts
Word of Mouth
Infographics
White Papers
News/Media/PR
Content Syndication Referral Links
Q&A Articles
Research Apps
Presentations
Direct Traffic Interviews
Ingredient #7:
Win the Popular
Vote with Links &
Social Media
The “American Idol” Effect
More inbound links and shares = more votes of authority
What Makes a Good Link?
Sharing Counts for SEO
Don’t Pay for Links
Ingredient #8:
Master Web
Analytics to
Gain Actionable
Insights
Web Analytics 2.0
Clickstream
Multiple Outcomes
Analysis
Experimentation
& Testing
Voice of
Customer
Competitive
Intelligence
Insights
The What
The How Much
The What Else
The Why
The Gold!
Source: Avinash Kaushik, Web Analytics 2.0
Web Analytics Points of Emphasis
• Quantifiable outcomes
• Segment your data
• Fact-based decision making
• Actionable insights
Most Important Metric: Conversions
Develop a Web
Analytics Toolbelt
Ingredient #9:
Google Analytics
It’s Free and Takes 5 Minutes to Install – Google.com/Analytics
Google Webmaster Tools
http://www.google.com/webmasters/tools/
Google Places for Business
http://www.google.com/placesforbusiness
N
A
P
Google Keyword Tool
http://adwords.google.com/select/KeywordToolExternal
http://www.google.com/insights/search
www.opensiteexplorer.org
Track Keyword Rankings
http://www.brightedge.com
Ingredient #10:
Build a Better
Mousetrap
Examples of Desired Behaviors
• Complete a form
• Opt-in
• Site Engagement
• Share
• Join
• Connect
• Download
• Free Trial/Sample
• Go to a store
•Buy
Always Ask Yourself:
…and then what?
Internet Funnel
Attract: Visit Site from Google
Engage: Positive Site Experience
Convert: Lead Generation
Buy:
Digital Consumers
Customers/Sales
Lead Nurturing thru Drip Emails
Don’t Be Afraid to Fail Faster
Conversion Rate Optimization:
Discover | Test | Measure | Repeat
• Ad Creative
• Photos
• Videos
• Lead Generation
• Webinars
• Infographics
• Slideshows
• Testimonials
• Geotargeting
• Page Length
• Calls to Action
• Promos/Offers
• Email Newsletters
• Blog
• Apps
• Checkout
Landing Pages
• CTA: Downloadable treatment guide and trackable phone #
• Track visits, leads and ad spend to keyword level
• Lead receives follow up email(s)
• Match leads to customers and sales
Sample Landing Pages
Valve Surgery Epilepsy Breast Cancer
Google Website Optimizer
Don’t
Forget
Dessert…
Unbounce Online Marketing Guide
http://try.unbounce.com/noob-guide-pdf/
More Recommended Resources
• Cleveland Web Association (webassociation.org)
• SEOmoz.org blog - SEO Beginners Guide: http://bit.ly/GzNAaZ
• Search Engine Land & Marketing Land
• Mashable.com
• MarketingSherpa.com
• Google blogs and HowToGoMo.com
• Avinash Kaushik
• Pinterest Infographics
• “An Hour a Day” Books by Sybex
• Twitter hashtags
- #sem, #seo, #ppc, #ganalytics, #email
Thank You!
Scott Mowery
Search & Online Marketing Manager
Cleveland Clinic
mowerys@ccf.org @scottmowery