Digital marketing master class session 1

Maurice Bretzfield Kenny Soto

[email protected] [email protected]

SCORE NYCResource Volunteer

Digital Marketer

SCORE NYCCertified Business

Mentor

Digital Marketing Evangilist


Digital Marketing Masterclass


About

● Not for profit 501(c)(3) Volunteer Organization● Resource partner of the U.S. Small Business Administration

(SBA)● Over 340 Chapters and 11.000 Volunteer Mentors Nationwide● 70+ Mentors in NYC● FREE and Confidential Business Counseling available to

anyone.

SCORE NYC26 Federal Plaza, Room 3100

New York City , NY 10278(212) 254-4507

[email protected]



Digital Marketing Masterclass Series For SCORE NYCSession 1 - January 14, 2017

Session 2 - February 4, 2017

Session 3 - February 11, 2017

Session 4 - March 4, 2017

Session 5 - April 15, 2017

Certificate of Completion of The Digital Marketing

Masterclass from SCORE NYC.

If you paid $99 for today you can still get the subscription rate of $350 and attend the next 4 sessions

Pay today $251



What You’ll LearnSession 1 - January 14, 2017

● The Marketing World In 2017 - Touchpoints, Devices, Storytelling and Experience● Moore’s Law, Exponential Change, and the World of Martech● The Four Commandments of Digital Marketing● Listening As A Strategy (SEMRush, SproutSocial)● Understanding The Buyer’s Journey● Creating A Content Strategy● Analytics, Metrics and Reporting● Creating A Content Marketing System



What You’ll LearnSession 2 - February 4, 2017

● Review Session 1● Site Design - Mobile and Desktop including Schema, Landing Pages, Security, <H>,

URLs, Page Titles, CTAs, Audit, Meta Description, ALT Tags, Robots Text, XML Sitemaps, Custom 404, Load Time, SSL Secure, W3 Compliance

● SEO - An Overview Including MarTech● Google Webmaster & Search Console● Keyword Research, Long Tail Keyword Phrases, and Creating a Semantic Core

(Ubersuggest, SEMRush, Google Keyword Planner Tool).● Working With Analytics - From Insight to Action



What You’ll LearnSession 3 - February 11, 2017

● Review Session 2● PPC Best Practices, Google AdWords ● Paid Media Best Practices● Twitter Best Practices● LinkedIn Best Practices● SnapChat, Music.ly, and more● MarTech for Social● ECommerce xxxxxx



What You’ll LearnSession 4 - March 4, 2017

● Review Session 3● Facebook Best Practices● Instagram Best Practices● Influencer Marketing● Community Management● MarTech for Social● Live Video● Email Marketing & Email Workflows



What You’ll LearnSession 5 - April 15, 2017

● Review Sessions 1 through 4● Video Production & Marketing● YouTube & Facebook Optimization ● Tying It All Together - Creating Your Own Digital Marketing Strategy

podcasts



instagram podcast

digital marketing

The Content Marketing Ecosystem



The Digital Enterprise



Our Goals For YouTo instill in you the passion, dedication, and commitment required for you to become a successful Digital Marketer

To show you a new way to think about how to build a business now

For you to understand that DM is a journey.

The train has pulled out ot the station and just keeps accelerating

That you will understand that successful Digital Marketing requires continuous learning and that the digital universe is evolving, literally, at the speed of light.



Digital Consumer Universe



The Ancient Art of Storytelling... In A Digital Age



The Birth of Mass Media



http:// www.



Opportunities to Build Your Business



Digital Marketing Touchpoints - The Five Moments of Truth

Experiential MarketingWhat Experience Does Your Brand Promise?



What Is Redbull?





What Is Redbull?

Redbull is A Storytelling Machine



www.redbull.com



https://www.apieceapart.com/

What Experience Does Your Brand Promise?

https://www.apieceapart.com/



http://hiutdenim.co.uk

What Experience Does Your Brand Promise?

http://hiutdenim.co.uk/



Digital Marketing Success Story



2 Million Followers




Today, your smartphone is millions of times more powerful than all of NASA’s combined computing in 1969.

It’s Not a “Phone”...It’s a Computer



Moore's law refers to an observation made by Intel co-founder Gordon Moore in 1965. He noticed that the number of transistors per square inch on integrated circuits had doubled every year since their invention.

Moore's law predicts that this trend will continue into the foreseeable future. It has held true for over 50 Years.

Moore's law



“We live as human beings in a linear world - where distance, time, and velocity are linear. But the growth of technology today is on an exponential curve.”

Thomas L. Friedman quoting John E. Kelly, Senior Vice President, IBM Research in “Thank You For Being Late”,

Exponential Growth





“We live as human beings in a linear world - where distance, time, and velocity are linear. But the growth of technology today is on an exponential curve.”

Thomas L. Friedman quoting John E. Kelly, Senior Vice President, IBM Research in “Thank You For Being Late”,

● Are We Here?



A New Business Building Paradigm

The Digital Enterprise

Customers





Opportunities to Build Your Business



Welcome to The Digital Marketing Universe



3,874 Companies

January, 2016

MarTech Tools We Will Show You Today





Resources

www.searchengineland.com

contentmarketinginstitute.com

moz.com/blog

marketingland.com

chiefmartec.com

socialmediaexaminar.com

socialmediatoday.com

contently.com/strategist

adage.com

inbound.org

http://contentmarketinginstitute.com/

https://moz.com/blog

http://marketingland.com/

http://chiefmartec.com/

http://www.socialmediaexaminer.com/

http://www.socialmediatoday.com/

https://contently.com/strategist/

https://inbound.org/



Highly Recommended Reading

Meet Millionaire Michelle Phan, The Internet's FavoriteBeauty Stylist With Over 1 Billion Video Views


8,792,307 Subscribers

3,171,435 Likes


2.1 Million Followers




Digital Marketing Success StoryThe Dollar Shave Club

23,916,805 Views

https://www.youtube.com/watch?v=ZUG9qYTJMsI

https://www.youtube.com/watch?v=ZUG9qYTJMsI


Digital Marketing Success Pyramid




1. Knoweth Who Thy Customer Is

2. Knoweth What Thy Customer Wants & Needs

3. Knoweth Where Thy Customer Resideth

4. Knoweth The Language Of Thy Customer1. Knowing who your customer is a learning process that culminates in the creation of detailed Buyer

Persona’s.2. Knowing what customers are looking for is accomplished today through Keyword and other Research -

learning the words and phrases that actual customers are using in search. Listen, Listen and Listen some more....

3. Knowing where customers are searching for what you have is accomplished through studious research.

4. Knowing the language of the customer refers to understanding how the customer articulates a problem to themselves

Listen, Listen and Listen some more....

The Four Commandments of Digital Marketing



Knoweth Who Thy Customer Is

The First Commandment of Digital Marketing

Developing Buyer Personas



“A major virtue of personas is the establishment of empathy and understanding the individual who uses the product."

Donald A. Norman of the Nielsen Norman Group

All The Power Belongs to The Consumer Now





What Is a Buyer Persona?



Identifying Your Potential Customers and Market

#1 - Create broad descriptions of your ideal customer(s).

#2 – Identify Unique User Goals & Most Important Features



1. What language would this customer use to identify their current problem?

2. What is their greatest hesitation in trying out your offering?

3. What is the best way to engage with this customer?

Remember, this isn’t about you…It’s ALL About Your Customer



What websites will this customer frequently visit?

What blogs do they read?

What are likely search terms they will use?

What sort of content appeals to them the most?



You Your customer

Influencers

Who Influences Your Customer?

How to Find Influencers



Find Them, Follow Them

Follow Who They Follow



Knoweth What Thy Customer Wants

The Second Commandment of Digital Marketing

How Google Works



https://www.google.com/insidesearch/howsearchworks/thestory/

Google Crawls and Indexes Over 130 Trillion Web Pages100 Billion Times a Day

Google sorts these pages by their content and other factors.



Over 100 Million Gigabytes

A ranking procedure (algorithm) uses over 200 closely guarded secret factors that look at the freshness of the results, quality of the website, age of the domain, safety and appropriateness of the content, and user context like location, prior searches, Google+ history and connections, and much more.

Then, in just over an eighth of a second, Google delivers the results to your computer, tablet, or smartphone.



How Google Works



How Google Works



How Google Works

Google shows the return’s in under ⅛ of a second

(Site Design & SEO, Session 2)



Google Advanced Searchwww.google.com/advanced_search



If someone recommends a business to you what do you do first?

You “google it”.

Why Create a Keyword Strategy?



● Keyword research is the difference between your website ranking on page 1 of Google or page 37 - and NO ONE looks to page 37!

● Keyword research is the difference between your advertising costs being 10 cents per click or $5.00 per click.

● Keyword research is the difference between receiving hundreds of visitors to your website per day, or only a few visitors per month. More traffic equals more sales.

Why Create a Keyword Strategy?



A keyword is a single word that is used by users who are using a search engine to find information based on that particular word and by site publishers in search engine optimization. Known as a “ROOT” Keyword.

A keyword phrase is two or more words that are used by users who are using a search engine to find information based on that particular phrase and by site publishers in search engine optimization. Also known as a “Long Tail” Keyword.

What is a Keyword?What is a Keyword Phrase?



Root = “internet”

Long-Tail Variations = “internet marketing”, or “internet marketing facts” or “information on internet marketing” or "internet marketing tutorial videos" or “internet marketing instructional video”, or “internet marketing companies nyc” or “top internet marketing companies new york city”.



Long Tail Keyword Phrases



Understanding Search Intent



Navigational searches are performed with the intent of surfing directly to a specific website. In some cases, the user may not know the exact URL, and the search engine serves as a directory passing along the correct location.

● Opportunities - Pull searcher away from destination; get ancillary or investigatory traffic

● Average Value - Generally Low

Navigational



Informational searches involve a huge range of queries from finding out the local weather to getting a map & directions to finding the name of “who won the Dodgers vs. St. Louis Game” or “how long does it take to get to the moon”. The common thread here is that the searches are primarily non-commercial and non-transaction-oriented in nature; the information itself is the goal and no interaction beyond clicking and reading is required.

● Opportunities - Brand searchers with positive impression of your site, information, company, etc.

● Attract inbound links.● Receive attention from

journalists/researchers.● Potentially convert to sign-

up or purchase● Opportunity to discover

and engage new customersAverage Value - It’s a start

Informational



Transactional searches don't necessarily involve a credit card. Signing up for a free trial account at Cook's Illustrated, paying a parking ticket or finding the best local Mexican restaurant for dinner tonight are all transactional queries.

Opportunities - Achieve transaction (financial or other)

Average Value - Very High

Opportunity to convert and retain

Transactional



Term SearchQueries Intent $ Value

JFK Airport 165,000 Nav Low

Hotels near JFK airport 3,600 Com Inv Mid

Hotels in NYC 27,100 Com Inv Mid

Hyatt Hotels NYC 70 Trans High

NYC Tour Package 30 Trans High

Best Pizza In New York 9,900 Info/Trans Mid

Pizza Recipes 27,100 Info Low

This type of analysis helps you to determine where to place ads, what type of content to write, where to concentrate content efforts and invest in linking efforts.

This inquiry into the minds of searchers can help you to concentrate your efforts in the best possible places and think carefully about how to serve different kinds of searchers based on their individual intents.



(Session 2)



3. Knowing where customers are searching for what you have is accomplished through studious research


Knoweth Where Thy Customer Resideth

Knoweth The Language of Thy Customer

4. Knowing the language of the customer refers to understanding how the customer articulates a problem to themselves -






Resources

www.searchengineland.com

contentmarketinginstitute.com

moz.com/blog

marketingland.com

chiefmartec.com

socialmediaexaminar.com

socialmediatoday.com

contently.com/strategist

adage.com

inbound.org

http://www.searchengineland.com/

http://contentmarketinginstitute.com/

https://moz.com/blog

http://marketingland.com/

http://chiefmartec.com/

http://www.socialmediaexaminer.com/

http://www.socialmediatoday.com/

https://contently.com/strategist/

http://www.adage.com/

https://inbound.org/

Maurice Bretzfield Kenny Soto

[email protected] [email protected]

SCORE NYCResource Volunteer

Digital MarketerlinkedIn.com/in/KennySoto

SCORE NYCCertified Business Mentor

Digital Marketerlinkedin.com/in/bretzfield




Contact&

Connect



Thank You

Digital marketing master class session 1

Marketing

Transcript of Digital marketing master class session 1