Digital Marketing Master Class Session IV

© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.

Session IV

Digital Marketing MasterclassAbout

● 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]© Copyright 2017. Maurice Bretzfield and Kenny Soto. All Rights Reserved.

Maurice Bretzfield Kenny Soto

[email protected] [email protected]

SCORE NYCResource Volunteer

Digital Marketer

SCORE NYCCertified Business

Mentor

Digital Marketing Evangelist


Digital Marketing Masterclass


Digital Marketing Masterclass Series For SCORE NYC

Session 1 - January 14, 2017

Session 2 - February 4, 2017

Session 3 - February 11, 2017

Session 4 - March 4, 2017

Session 5 - April 15, 2017

Session 6, April 22, 2017

Certificate of Completion of The Digital Marketing

Masterclass from SCORE NYC.



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.



Assignments Session 3 - February 11, 2017● Go on a “Surfin Safari” (Until Daddy Takes The T-Bird Away!)● Sign Up for and begin reading publications. Use Feedly. Logon Everyday.● Take the Google Webmaster Academy courses.● Do a site audit and log all of the issues using WooRank & Onpage.org.● Use Your List of ten keywords or keyword phrases that describe your business. Expand

on it and create your Semantic Core and discover long-tail phrases that are good content creation ideas.

● Take the Digital Analytics Fundamentals and the Google Analytics Platform Fundamentals courses on Google Analytics Academy.

● Create an editorial calendar for the month of June.● Install Google Analytics on your site.● Find a list of 15 influencers (social media platforms can vary).● Create A List of Blog Post Ideas


Resources

www.searchengineland.com

contentmarketinginstitute.com

moz.com/blog

marketingland.com

chiefmartec.com

socialmediaexaminar.com

socialmediatoday.com

contently.com/strategist

adage.com

inbound.org

© Copyright 2017. Maurice Bretzfield and Kenny Soto. All Rights Reserved.

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/


http://www.cisco.com/c/en/us/partners/market/marketing-velocity-best-practices/content-hub.html






What You’ll LearnSession 4 - March 4, 2017

● Recap of Session III● Google Analytics● Local SEO● Facebook Marketing & Advertising


analyticsacademy.withgoogle.com

GWT is a free toolset provided by Google that helps you first understand what’s going on with your website. This way you make decisions based on data analysis instead of guessing...

Google Webmaster Tools


https://analyticsacademy.withgoogle.com/



Take these courses to improve your site's content and user experience.

Google Webmaster Academy





Optimizing Site Design For UsersColor Scheme

Great Site Design - Color

Choosing the perfect chromatic palette is important in order to effectively communicate the message, in order to strengthen the idea of a unique entity and to create brand awareness.

Colors greatly influence the human state of mind. The color scheme that you use on your web site can entice the visitor to engage in the goal of your site (i.e. make a purchase or request your services) or leave it after the first few seconds.

Great Site Design - Navigation

KISS



Augmented Reality Virtual Reality



Thanks to Bob Fitterman



Artificial Intelligence (AI)




Today, in addition to backlinks and other “signals”, Google rankings are driven by the dynamic between individual content relevance and user intent.

Content Relevance User Intent


https://blog.kissmetrics.com/wp-content/uploads/2013/07/keyword-research-target-model.png© Copyright 2017. Maurice Bretzfield and Kenny Soto. All Rights Reserved.

https://blog.kissmetrics.com/wp-content/uploads/2013/07/keyword-research-target-model.png


Use Your Initial 10 Root Keywords Keyword Research

Build Your Semantic Core


Create a Keyword Strategy


Google Trends


https://www.google.com/trends/

www.answerthepublic.com www.soovie.com


Keyword Research



Long Tail Keyword Phrases



Keyword Research



LaaS - Listening As A StrategyTotal Focus On Customers

What Are They Telling You They Want?

Listen To Your Customers, They’re Speaking To You



Understanding Search Intent


Digital Marketing MasterclassDeveloping A Content Strategy



Why 3000+ Word Blog Posts Get More Traffic (A Data Driven Answer) - Read More Here


http://neilpatel.com/blog/why-you-need-to-create-evergreen-long-form-content-and-how-to-produce-it/


Tie Your Organic Content And Paid Advertising To Your Business Goals

Plan your editorial calendar in monthly campaigns. What theme(s) are using for your content each month and how does this content match your business objectives for each month?

Example objectives include: more email subscribers, more customers from a specific region or demographic, more of a specific product or service sold, new influencers to work with, more event attendees, etc.




Manage Your Media Files

Create a system that organizes all of your content into organized folders.

You can organize by campaign, format, time period, etc.

You want all of your marketing files in one place so you can edit and reuse content whenever applicable.



Analytics© Copyright 2017. Maurice Bretzfield and Kenny Soto. All Rights Reserved.

Data

Metrics

Stats

Facts

KPI’s


Wanamaker's Department StoreCirca 1910



Do You Know Who Your Online Customer Is?

Do You Understand Why He or She Buys - Or Not?


Digital Consumer Universe




Be A Metrics Driven Marketer



Do You Use Google Analytics to Understand Your Business Better?

Be A Metrics Driven Marketer




1. Digital Analytics Fundamentals

2. Google Analytics Platform Principles

3. Ecommerce Analytics:From Data To Decisions

Google Analytics Academy




Finding Insights Using Analytics


Data Analysis


What Do You Want Data To Tell You?

● Define Your Business Objectives

● Define Your KPIs

Align Them


“A metric that helps you understand how you are doing against your objectives.” – Avinash Kaishik




Google Analytics Ecommerce Tracking can help you better understand... ● The effectiveness of

your marketing efforts● Better understand your

visitors and,● Enable you to optimize

your online store to increase conversions and sales.

Product / Market Fit



With Google Analytics Ecommerce Tracking You Will…

● Understand customers better and their shopping behaviour on your site.

● Tie user behaviour to KPIs● Put data in context. What are

the related business factors responsible for that data?




Maximized Profit



LaaS - Listening as a Strategy




Get Started With Google Analyticswww.google.com/analytics


http://www.google.com/analytics

http://www.google.com/analytics


Get Started With Google AnalyticsCopy the code provided by Google Analytics



Get Started With Google Analytics

Paste the code you copied from Google Analytics into the field provided by your CMS




Set up Analytics tracking


https://support.google.com/analytics/answer/1008080?hl=en


Get Started With Google AnalyticsEcommerce Tracking Feature



Get Started With Google AnalyticsEcommerce Tracking Feature

Enable the Ecommerce Tracking Feature in Google Analytics1. Click Admin from the menu bar at the top of any screen in Google Analytics.

2. Use the drop-down menus to select your account.

3. Under the third column, click View Settings.

4. Scroll down to the Ecommerce Settings section, and click the toggle so it says ON.

5. Click Save at the bottom of the page.Note: It can take up to 24 hours for Google Analytics to begin collecting information.




Set up Ecommerce Tracking




Get Started With Google AnalyticsBasic GA Reports

Real-Time - Shows you what’s happening on your site in real time.How many users are on your site right now? Where did they come from? What pages are they on?

Audience - Tells you about who is visiting your site.For any time period - #’s of Sessions, Page Views, Unique Users, Pages Per Session, Average Session Duration, Bounce Rate, % Of New Users, and more...

Acquisition - Tells you how your visitors and customers found and arrived at your site.Where Did Your Users Come From?

Behaviour - Tells you important information about your site and what your visitors are doing on your site.Page Views, Unique Page Views, Avg. Time on Page, % of Exit

Conversions - Tells you more about your sales and conversions.What products are they buying? What products are you selling? What revenue are you generating by product? How long does it take them to purchase?




Learn:Locations, Traffic Sources, Content, Events, Conversions.

What Can You Do With This Information:See whether a promotion is driving traffic to your site, and which

pages visitors are viewing.

Monitor the immediate effects on traffic from a blog/email/social

network post.

Real-Time Reports



Get Started With Google AnalyticsAudience Reports

Learn:

Sessions - The total number of visitor “sessions” to your site

Users - The total number of unique visitors to your site

Pageviews - The total number of pages viewed on your site

Pages per Session - The average number of pages viewed per session (visit)

Average Session Duration - The average amount of time visitors stay on your

Bounce Rate - Percent of visitors that leave your site after viewing only one page

New Users - Percent of total visitors who arrived at your site for the first time




What Can You Do With This Information:

How people are finding your site?

Knowing which channels are driving traffic and sales means you can focus on the channels that are most effective for you.

Understanding what other websites are linking to you and the volume of traffic they're driving helps you to understand where other opportunities may exist.

Acquisition Reports



Get Started With Google AnalyticsBehaviour Reports

Behavior reports help you better understand areas of your site that need improvements.

Understanding the information in these reports are key to creating a better experience for your visitors, thus increasing conversions.




Products - Which products did they buy? In what quantity? What revenue generated by the sale of those products.

Transactions - The revenue, tax, shipping, and quantity information for each transaction.

Time to Purchase - The number of days and number of sessions it takes to purchase, starting from the most recent campaign through the completed transaction..

Conversion / Ecommerce Reports




What You Can Do With This Information:

As you begin to make more and more sales, understanding those sales will become vital to helping you sell more.

By understanding which products sell well you will better understand which of your products are best suited for your customer base and which ones are supported by your best marketing efforts.

The revenue per transaction, and the number of products per transaction can help you better understand if you might benefit from offering better quantity discounts, or eliminating shipping costs if customers meet a minimum dollar amount.





What You Can Do With This Information:By understanding which products sell well you will better

understand which of your products are best suited for your customer base and which ones are supported by your best marketing efforts.

The revenue per transaction, and the number of products per transaction can help you better understand if you might benefit from offering better quantity discounts, or eliminating shipping costs if customers meet a minimum dollar amount.





Google Analytics enables you to quickly create and automatically track campaigns by simply using a special URL.

All you have to do to track campaigns automatically is use Google’s Campaign URL Builder tool to create a trackable URL.

Campaigns


https://support.google.com/analytics/answer/1033867?rd=2


Get Started With Google AnalyticsCustom Reporting Dashboard


Google Analytics has templates you can use, you don’t need to create your own dashboards when you start using your account.


Get Started With Google AnalyticsCustom Reporting Dashboard - Social Engagement Example



Google Analytics Help Centerhttps://support.google.com/analytics/answer/1009612?hl=en





1. Digital Analytics Fundamentals

2. Google Analytics Platform Principles

3. Ecommerce Analytics:From Data To Decisions

Google Analytics Academy





HOW TO APPLY ANALYTICS DATA To Make Better Content Marketing Decisions


PLEASE READ

http://contentmarketinginstitute.com/wp-content/uploads/2017/02/CMI_ebook_analytics_2017-Final.pdf



Local SEO

Get Your Free Business Listing on Google – Google My BusinessPLEASE READ

Google Local

MOZ Local

https://www.google.com/business/

https://www.google.com/business/?gmbsrc=us-en-ha-se-z-gmb-s-z-h~bk&ppsrc=GMBS0&gclid=CjwKEAiAxKrFBRDm25f60OegtwwSJABgEC-ZeTDbxTxoQ_oWDtSQ1mcj43dvRt0dv4ZfcNFpVVJtwxoCbwrw_wcB

https://moz.com/local

What Is Local SEO and How Can I Improve My Local Rankings?© Copyright 2017. Maurice Bretzfield and Kenny Soto. All Rights Reserved.


Local SEO

http://www.business2community.com/seo/local-seo-can-improve-local-rankings-0803515



Facebook

www.facebook.com/blueprint



Resources



http://www.insights.fb.com/

Resources

1.86 BillionThe # of monthly active users on Facebook

as of February 1st, 2017 - VentureBeat



http://venturebeat.com/2017/02/01/facebook-earnings-q4-2016/

1.23 BillionThe # of active users logging into on Facebook daily - SocialMediaToday



http://www.socialmediatoday.com/social-business/facebook-q4-numbers-186-billion-active-users-123-billion-logging-every-day

Organic Content

Boosted Posts

Paid Ads

3 Ways To Get Traffic From Facebook



Facebook Page FundamentalsLet’s start with making sure you’re using your page to its

fullest capabilities!



For Desktop: www.Business.Facebook.com

For Mobile: Facebook Pages Manager in Your App Store

Setting Up Your Business Page



How To Create Your Page

www.business.facebook.com



http://www.business.facebook.com/

1 2

3

How To Create Your Page



The most important fields to fill out when starting:

○ Unique Username/URL○ About section○ Contact information○ Location(s)

Setting Up Your Page



Location Settings



Setting Up Multiple LocationsDigital Marketing Masterclass


Adding Your Team



Leverage Your Messaging SettingsDigital Marketing Masterclass


Designing your pageProfile photo image dimensions: 180 x 180Cover photo image dimensions: 851 × 315

Don’t forget to add a Call-To-Action



Designing Your Page

Add your other social channels to your apps section



Using Your Ad Account ToolsDigital Marketing Masterclass


Use Your Personas

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?

Buyer Personas



Using The Tools - Detailed TargetingBelow are just a few of the many targeting options you can leverage to send your content to Facebook users:

- Education: field of study, school, the exact time period they were in college & level of education

- Financial: income & net worth- Generation: Baby Boomers, Generation X, Millennials, Gen Z- Home: Home ownership, household composition, property size, and more.- Relationship status- Work: job function, industry, & name of employer- Offline buying behavior- Interests: other Facebook pages



Using The Tools - Audience Insights



Using The Tools - Audience InsightsDigital Marketing Masterclass




Using The Tools - Audience Insights

Using The Tools - The Facebook Pixel

You should install a Facebook tracking pixel to retarget website visitors.



Using The Tools - The Facebook PixelDigital Marketing Masterclass


The Facebook Pixel - Used To Retarget UsersDigital Marketing Masterclass


Using The Tools - AudiencesDigital Marketing Masterclass


Using The Tools - Lookalike AudiencesDigital Marketing Masterclass


Using The Tools - Saved Audiences



Using The Tools - Custom AudiencesDigital Marketing Masterclass




If you need help uploading your customer’s contact info, Facebook provides a excel sheet you can use!



If you don’t have a pixel installed in your site, you can now target Facebook users who have only interacted with your business page!

With custom combination

retargeting, you can retarget website & page

visitors regardless of where they are in your

marketing funnel.



Digital Marketing MasterclassUsing Your Tools - Ads Manager


Impressions Clicks & Engagement Conversions



Digital Marketing MasterclassUsing The Tools - Ads Manager


News Feed Ad Right Column Ad



Instant Article Ad

In Steam Video Ad



Digital Marketing MasterclassYou Can Now Use GIFs As Ad Creative!

You Can Now Add Animated GIFs to Facebook Ads


http://www.socialmediatoday.com/social-business/you-can-now-add-animated-gifs-facebook-ads

Using The Tools - Ads ManagerDigital Marketing Masterclass


Analytics Reporting With Ads ManagerDigital Marketing Masterclass




Analytics Reporting With Ads Manager

Ads Manager vs Power EditorDigital Marketing Masterclass


Content Examples

○Questions/Polls○Blog articles○Images○Videos○Live Video



“There is no perfect time to post organically anymore. Everyone is competing for space in the news feed.”

● Buffer Article



https://blog.bufferapp.com/time-to-post-on-facebook

Pro Tip!

Tell your followers to turn on the “See First” option for your page.

Every time they see their feed, you come up on top!



Ask your audience about what kind of content they want from you on a regular basis!



Video Tutorial To Install For Wordpress Sites - Click Here

Instant articles load faster on the mobile app than web pages and blog posts.



https://www.youtube.com/watch?v=VV0IauDQ67U

WANT BIG IMPACT?Start engaging your users by using Live Video



Live Video Content Ideas1. Behind the scenes of your physical location. Giving an

exclusive inside look into your operations.

2. Customer interviews/spotlights. Telling the customer’s story.

3. Live question & answer on news about your business and where it’s headed. Or, questions you have for your audience.

4. Attendance at special events.



3%-10%Unboosted posts are seen by a small % of

your followers.



Invest In The Posts With The Most Organic EngagementDigital Marketing Masterclass


Useful Insights Unique To Facebook Insights (Post Tab)



Impressions and engagement by time – Convert the timestamps from Pacific Time to your local time zone.

Engagement by content type – Sort engagements by media type.

Impressions vs. reach – Determine how many unique people your post reached and how many times a unique person was served your post.

Engagement from people who like your Page – Check whether your page has the right following and whether your content is reaching them

Negative feedback – Check if your posts are steering any negative emotions

Engagement by video length – Find the optimal length of videos to post

The Boosted Post MenuDigital Marketing Masterclass


Facebook SearchDigital Marketing Masterclass


www.facebook.com/blueprint



Resources



http://www.insights.fb.com/

Resources


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 Marketing Solutionistlinkedin.com/in/bretzfield


Contact&

Connect



See You On April 15th(Do Your Homework)


Digital Marketing Master Class Session IV

Marketing

Transcript of Digital Marketing Master Class Session IV