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

• Email

• 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

Email

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