Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital...
Transcript of Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital...
![Page 1: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/1.jpg)
Kick Starting Your Digital Marketing Strategy in Titan
Presented by:
Rachel CarterSr. Digital Marketing Strategist@Rachel_Carter88
Jim BrophyGroup Director, Digital Marketing & Services@JamesEBrophy
![Page 2: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/2.jpg)
• Digital Marketing Overview
• Developing Your Strategy
• Execution
• Measuring Success
• Key Takeaways
Kick Starting YourDigital Marketing Strategy in Titan
![Page 3: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/3.jpg)
Digital Marketing
Overview
![Page 4: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/4.jpg)
What is Digital Marketing?
Digital marketing is an umbrella term for targeted, measurable, and interactive marketing using digital technologies to reach prospects and customers.
• Build awareness
• Increase engagement
• Generate / nurture leads
![Page 5: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/5.jpg)
Digital Marketing
Sales
Awareness
Engagement
Interaction
Leads
Prospects
Sales
![Page 6: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/6.jpg)
How it works
Banner Ads/Rich Media
Opt-in EmailLead Gen/MA
Mobile Apps SMS Microsites
Press Room/Newsroom/PR Web
User/Social PoweredSearch
SEM/PPC
Organic
Video(You Tube)
Reviews Blogs
Social Channels
Viral email
Remember:Build in measurement!
Book Marking
6
LocalSEO
![Page 7: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/7.jpg)
Why it works
![Page 8: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/8.jpg)
Developing Your Strategy
![Page 9: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/9.jpg)
Develop Your Strategy
Define Objectives
& Goals
Study Your Data
Develop a Plan
Engage
Measure Success
![Page 10: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/10.jpg)
Identify Your Objective(s)
• What do you want to accomplish with your digital marketing strategy • Leads?• Increase traffic? • Generate awareness?• Increase donations?
Define Objectives
& Goals
![Page 11: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/11.jpg)
Set Your Goals
• Define specific metrics you want to increase• Visit by 4%
• Form completions by 8%
• Number of phone calls
• Increase conversions by 12%
• Social engagement by 5%
• Boost Donations 10% annually
• Enroll 20 new volunteers
Define Objectives
& Goals
![Page 12: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/12.jpg)
Content Inventory – Website Content
• What content do you have on hand? What’s missing?
Page ID
1.0
1.1
2.0
Page Title
About Our Company
Case Studies
Meet Our Executives
URL
companyabc.com
companyabc.com/case-studies
companyabc.com/our-executives
Intended Audience/Market
All clients
Manufacturers
Potential clients
Content Type
General Page
Case Study
Short biographies
Notes
Basic information about our company
Case studies -general
Links/CTA
Contact Us
Download White paper
Contact Us
Study Your Data
![Page 13: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/13.jpg)
Examine Current SEO Data
• Review SEO properties in Titan• Conduct back link analysis • Study keyword rankings • Use keyword planner for research
Study Your Data
![Page 14: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/14.jpg)
Export SEO Data from TitanStudy Your
Data
![Page 15: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/15.jpg)
Back Link Analysis - External Content
• Which sites are linking to yours?
Study Your Data
![Page 16: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/16.jpg)
Keyword Rankings
• Which keywords do you rank for? Which keywords do you want to rank for that you aren’t?
Study Your Data
![Page 17: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/17.jpg)
Keyword Research
• What are people looking for within your space?
Study Your Data
![Page 18: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/18.jpg)
Study the Competition – Analytics DataStudy Your
Data
![Page 19: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/19.jpg)
Study the Competition – Social DataStudy Your
Data
![Page 20: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/20.jpg)
Identify Your Targets: Persona Development Study Your Data
![Page 21: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/21.jpg)
Set Up Google Analytics in Titan Study Your Data
![Page 22: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/22.jpg)
Sample Digital Marketing Calendar Develop a Plan
![Page 23: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/23.jpg)
Execution
![Page 24: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/24.jpg)
Adding a Blog• Blogs are the most basic type of content, but can drive real traffic
Engage
![Page 25: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/25.jpg)
Tagging Your Content
• Use tags to narrow down blog categories
• Consider tagging content by • Topic
• Author
• Date
Engage
![Page 26: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/26.jpg)
Content / Blog Best Practices Engage
![Page 27: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/27.jpg)
Client Spotlight:United Way of Milwaukee & Waukesha County
Relaunched site with more dynamic content
• Sessions: the 4.75% increase in traffic
• Average Session Duration: Increased greatly while content was streamlined, decreasing the number of pages but increasing the content on each page
• Bounce Rate: Significantly Lower!
• Social Traffic: Increased drastically. With the blog (and new Events section), there is more fresh content to promote on social media channels.
• Newsletter Signup: More signups coming in. Easy newsletter sign up added to the navigation bar so users can always engage.
![Page 28: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/28.jpg)
SEO Optimization• Optimize all content for search
• Page Title = 55 characters or less• Meta Description = 140 character or less
• Include call to action in meta description
• Optimize all images for search using alt tags• Use primary keyword in URL• Roundtripping within Titan can help manage optimization
Engage
![Page 29: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/29.jpg)
Client Spotlight:Busch Precision
• Launched July 2015• New visitors up 235.2%• New page views up 312.76%• Organic traffic increased by 1,905.26%• Social media up 6,500%• More than quadrupled the number of RFQs during
the first six months of the year.
![Page 30: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/30.jpg)
On-Page SEO Optimization Engage
• Add on page tags in Titan settings• Use schema.org for guidance
![Page 31: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/31.jpg)
Sample: On-Page SEO Optimization Engage
• Opportunity for higher rankings• More optimal user experience
![Page 32: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/32.jpg)
Set up Smart Search in Titan Engage
![Page 33: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/33.jpg)
Amplifying Content – Marketing Automation
• Use marketing automation to amplify content
Engage
![Page 34: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/34.jpg)
Amplifying Content – Marketing Automation
• Use marketing automation to amplify content
• Add MA codes to Titan like Google Analytics code
Engage
![Page 35: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/35.jpg)
Amplifying Content – Facebook
• Content that humanizes your organization
• Photos
• Videos
• Contests
• Spotlight clients
Engage
![Page 36: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/36.jpg)
Amplifying Content – Twitter
• Thought leadership content
• Lots of hashtags
• Mention other users
• Connect to trending topics
Engage
![Page 37: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/37.jpg)
Amplifying Content – LinkedIn
• Industry insights and news
• Case studies / solutions
• Spotlight clients
• Industry events
Engage
![Page 38: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/38.jpg)
Amplifying Content – Instagram
• Photos of your organization and products
• Stories
• Real life shots of solutions in action
• Short videos
• Humanizing content
Engage
![Page 39: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/39.jpg)
Measure Success
![Page 40: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/40.jpg)
Measuring Web Traffic Measure Success
![Page 41: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/41.jpg)
Measuring Traffic from Amplification Measure Success
![Page 42: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/42.jpg)
Key Takeaways
![Page 43: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/43.jpg)
Key Takeaways
1. A well designed digital marketing strategy is designed to boost engagement, increase awareness and generate/nurture leads.
2. Your website should be at the center of your digital marketing hub.
3. Conduct your research before getting started – study your data and your competitor’s data.
4. Execute across all digital channels.
5. Measure results & repeat!
![Page 44: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/44.jpg)
Questions?
![Page 45: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/45.jpg)
Tools• Moz: Leader in SEO you can use to find your site’s (and competitor’s site)
domain authority, backlinks, etc. Visit www.moz.com
• SEM Rush: Discover how your competitors are performing with organic and paid keywords. Visit www.semrush.com
• Google Analytics: Free tool from Google you can use to find out information about your site visitors. Visit www.google.com/analytics
• Google Keyword Planner: Free tool from Google, found within Google Adwords to research keywords and monthly volume. Visit http://adwords.google.com/KeywordPlanner
• Social Analytics: Most social channels analytics info including number of visits, engagement, etc. Find this data within each social channel.
• SimilarWeb: Free tool you can use to estimates the number of visitors a website receives. Visit www.similarweb.com
![Page 46: Kickstarting Your Digital Marketing Strategy · Digital Marketing Overview. What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive](https://reader030.fdocuments.in/reader030/viewer/2022040205/5f1bdff49912787621710d5c/html5/thumbnails/46.jpg)
Connect with us.
STRATEGIC WEB SOLUTIONS
northwoodsoft.comLearnAtNorthwoods.com
TitanCMS.com