NCET Tech Wed | Noble Studios | Jan 2018
Transcript of NCET Tech Wed | Noble Studios | Jan 2018
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Confidential. Intellectual property of Noble Studios.
NCET Tech Wednesday
Hosted by Noble Studios
January 10, 2018
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Confidential. Intellectual property of Noble Studios.
We’re a digital original. Pleased to meet you.Hello
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Confidential. Intellectual property of Noble Studios.
Noble Studios
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Our Philosophy
Data-Informed Digital
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OWNERSHIP
Our Values
INTEGRITY
COMMITMENT
EMPOWERMENT
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About Our Agency
15Years inBusiness
90%Client
Retention
ManyName Brands
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Agency Recognition
INC 50005x Fastest-Growing Private
Companies In America
Top Design FirmsTop 20 Design Firm
Premier Google PartnerSearch, Mobile Ads, Shopping
200+ Industry AwardsSEO
Certified ProfessionalsA/B TestingCertified Agency
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Dedicated Team
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Our Approach
Discovery
Research & Insights
Strategy & Planning
THINK
Website Design
Content Marketing & Creation
Development & Consulting
MARKET
Analytics
Optimization
Social Media Management
MEASURE
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Select Clients
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What are the forces driving Digital Marketing in 2018?
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What’s your brand’s voice under an SEO lens?
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“93% of online experiences begin with a search engine.”
Source: Forrester
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What is a SERPKeyword
SERP Results
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Search is Volatile
• Frequent algorithm updates
• New competitors and innovations
• Ongoing SERPs changes
• Increasingly complex buyer’s journey
• Multiple devices
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SEO and SEM Work Better Together
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Develop an integrated strategy
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OPTIMIZE Uncover above-the-fold opportunities to improve for fast wins
DEFENDKnow where you’re performing well and need to monitor
CREATEIdentify organic-friendly opportunities that need content
COLLABORATEFind below-the-fold opportunities to team-up with paid search
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Branding is more than people identifying with your logo or trademarks. Help them to discover and connect with you.
61% of marketers say improving SEO is their top inbound priority
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• Understand SEO/SEM basics
• Check and monitor listings regularly
• Create useful content
• Reputation is critical to online brand impression
Purchase a voice enabled device for home and start experimenting to unlock consumer trends
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Personalization
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What is Personalization?
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Netflix
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What is Personalization?
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• Audience is unique and identifiable.
• Can you technically identify the thing that makes a visitor part of a specific audience?
• Who is the visitor? Where are they coming from? New vs returning?
• Audience is valuable.
• Is the audience important from a strategic or volume standpoint?
• Audience has a unique need to solve.
• Use personalization to help user achieve their goal or understand your company.
Know Your Audience
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Tahoe South
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A/B Testing
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What is A/B testing?
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CTA Button Color, Styles
Headlines & Content
Images
Layouts
Multi-variate Testing
A/B Testing Possibilities
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That’s great, but why A/B test?
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• Data vs. opinion
• Customer voice vs.internal speculation
• Maximize ROI
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Up to 90% better conversion rates when using 1st person POV
Write the most clickable copy
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Use Active Verbs
✓ Download ✓ Start Trial
✓ Get Started ✓ RSVP
Be Specific
✓ Get My Travel Guide
✕ Click Here
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Keep it Short
✓ Should be easily read and understood at a glance.
Create a Sense of Urgency
✓ Simply adding “Now” canboost conversions
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Focus on Mobile Audiences✓ Apple recommends a CTA
at be least 44 x 44 pixels
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Make it the Star of the Show
✓ CTA’s should never compete; Use plenty of negative space.
Images & Placement Matter
✓ Be sure eyes are pointedtoward CTA’s
✓ CTA’s should be above the fold
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A B
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Winner: Version B
Out of 6,000 emails sent, the karate-themed header image kicked butt, increasing course registrations by 136%.
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B
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Ready to Start your Own A/B Testing?
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Google Optimize
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Social Influencers
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A McKinsey study found that Word-of-mouth influence doubles the sales of paid advertising and boosts the customer retention rate by 37%
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Why Influencer Marketing? CONTENT.
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Yosemite.com
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VisitRenoTahoe.com
Organic Keywords
• Builds a strong and diverse link profile by generating better and natural backlinks for your website
• Provides intriguing and unique content that is captivating and shareable
• Adds credibility to your content and increases your content reach
How does Influencer Content Impact your Website?
Influencer Reach
Organic Keywords
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• Treat the influencer like a contractor – they are professional content creators and like to be considered as so.
• Allow the influencer to have some level of creative freedom in the content they create, however ensure that they have a clear direction for the type of content you are looking for them to produce.
• Not all influencers are right for all brands. Make sure the influencers audience and brand matches your businesses audience and brand.
• REACH. Be sure that the influencers you contract have a large following to help increase your brands reach.
• DO YOUR RESEARCH. Chose an experienced influencer professional who’s values and brand align with yours.
Tips for Influencer Marketing
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Create once, publish everywhere
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Taking it to the next level
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Content
Create blog postDevelop landing page
Upload and optimize on YouTube
Create 5-10 tweets Create 5 – 10 posts
Create 5 – 10 posts
Send out email
Create 2 postsUpload 5 – 10 stories
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Pro Tip: Outline Your Approach Before Creating
1 Video=
+ 15 Pieces of Content
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• Make sure your Google Analytics is installed
• Social Channels – make sure all your channels have a consistent brand/voice
• Don’t rely on vanity methods – look at actual conversions vs. passive/vanity metrics
• Content calendar – with frequencies and goals, ex: 5 blogs a month, 10 social posts a week and make sure to stick to that calendar
• Blogs – best way to show your readers you’re not interested? – not updating your blogs
• Consider videos for the future knowing it’s becoming the #1 medium (74% of all internet traffic was video in 2017 – create a YouTube channel and use tags to lead people back to your channel
Quick Pro Tips
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Q & A