Unit 8 Seminar: The Immune System Evelyn I. Milian Instructor SC246: Fundamentals of Microbiology.
SCORE Seminar May 2015 digital marketing fundamentals
-
Upload
wp-intelligence -
Category
Marketing
-
view
69 -
download
3
Transcript of SCORE Seminar May 2015 digital marketing fundamentals
Digital Marketing Fundamentals
Presented as a SCORE Workshop
what will we cover?
• Content Strategy• SEO• Blogging • Search marketing pay per click
Do you feel like this?
Every time I breathe lately I have eager people wanting to SEO my website, social media campaigns, etc...
I don't know this game or the parameters of what to do to draw people in ...people doing internet searches.
Google analytics? I'm hanging on, trying to fully understand where I am now and where I need to be on the web competition game.”
everybody is looking for this
cause everybody wants to be
digital marketing = your toolbox
digital marketing
• digital marketing is the promotion of products or brands via one or more forms of electronic media.
• allows small, local businesses to compete• Requires business marketing strategy• planned: annually, 6 mos, quarterly • use a planning template
which is more plentiful?
how they relate
Emailmarketing
Website+Blog
SocialMedia
SearchMarketingPPC
Customer
Digital MarketingContent Strategy
content is king
• Anchors plan• Can be basis for social
media• Starts a conversation• Positions
why strategy?
If you put effort into planning your
marketing and content strategy you
you’ll have a higher success rate and also continue to execute based on a strategy,
versus reacting to what is wrong due to lack of organization.
strategy
Before you jump into planning answer these critical questions:– What triggers your customer to purchase?– What are you seasonal / sales goals?– What do you want to communicate?– Who are my customers; personas/segments– What questions can you answer, problems can
you solve, or understanding can you add?– What can you reasonably commit to?
content planning questions
• My audience is...• I’m offering them...• They will find it via...• They will care because...• They will interact by...• Their next step will be...• They will share it because...• They might not share it because...• The solution for this is...
From How to Create a Winning Content Promotion Plan by Stephanie Beadell on BuzzStream Blog
From How to Create a Winning Content
Promotion Plan by Stephanie Beadell on
BuzzStream Blog
customer path
need a new fridge
search net for deals
visits yr siteand calls
buys
need a new fridge
search net for deals
visits yr siteand calls
need a new fridge
search net for deals
buys
visits yr siteand calls
need a new fridge
search net for deals
sales funnel
show up in SERPs
visit website
sign up for newsletter
open / read
buy
or see your PPC ad
or call for information
show up in SERPs
sign up for newsletter
visit website
show up in SERPs
sign up for newsletter
open / read
visit website
show up in SERPs
sign up for newsletter
buy
open / read
visit website
show up in SERPs
sign up for newsletter
or see your PPC ad
buy
open / read
visit website
show up in SERPs
sign up for newsletter
Owned=Channel a Brand Controls
Earned=When Customers ortraditional media become
the channel
Paid=Brand pays forUsing a channel
Website Blog
Tumblr Pinterest
Flickr Twitter
Facebook Google+
Advertisements
Facebook Promoted Posts
Promoted Tweets
Google AdWords
Your marketing sweet spot
Facebook shares
Magazine articles
Newspaper articles
Re-Tweets
+ ups in Google+
owned earned paid
distribute content
content types
Visually appealing
• Photos
• Videos
• Text / written articles
• Curated content
• Podcasts
• Audio Files
• Slide Share
Photo credit: Yutaka Tsutano
SEO
truth
“SEO has evolved to become the result of an actual marketing strategy versus marketing tactics” Rae Hoffman
seo planning is step 1
• seo is not an item to be left to the end
• plan first• w/o planning, you’ll
never get where you want to be
Photo credit: Oatsy40
Google’s goal = best answers
“We show the results at the top that answer the user’s queries directly
(after all we built Google for users, not websites).”
Posted by Eric Schmidt, Executive Chairman, Google
you can’t put too much in there.
long tail world
latent semantic indexing (LSI)
fundamentals• solid, strong brand• great copy• adds value• well-designed site• useful information• fast• mobile responsive
all ins• Title
– page– file media library
• Text• Tags
– alt– post– H2, H3
• Page• Subheads• Descriptions
other considerations
• Relevant inbound links• Cross site links as on-
page navigation• No “click this link”
rather, “click for map to our location”
Your Blog
why blog?
Companies that blog have
434% more indexed pages.
And companies with more
indexed pages get far more leads.
--Search Engine Strategies Conference, NYC 2013
blogging is..
Blogging is an essentialmarketing component for
your business
reasons to blog?
• Improve Search Rank• Build for Long-Tail Content• Community and Market Education• Communicate High Trust Content• Build Lists, Conversions and Reach• Build Brand Value and Equity
--Search Engine Watch
control of message
You are a self-publisher
New earned media
Gain share of voice
Research
Blog Posts
Business Goals
simple advice
Not sure where to start
with your blog content?
Follow one, simple rule:
Help other peopleFrom Shareaholic Blog: 4 Ways to Increase Audience Engagement Kali Hawlk
Your content must:
• Provoke thoughtful questions.
• Encourage interested discussion.
• Provide intense happiness.
• Offer solutions to complicated problems.
From Shareaholic Blog: 4 Ways to Increase Audience Engagement Kali Hawlk
taxonomy
• Map it out• Identify primary• Supporting branches• Categories
– One per post
• Tags as micro-categories
– Not contained in post titles
plan blog categories
Cupcakes
Chocolate Birthday DecoratingChocolate BirthdayBirthday
Parent Category Child or
Secondary Categories
Parent Category Child or
Secondary Categories
plan ‘tags’- micro-categories
DarkChocolate
WhiteChocolate
MilkChocolate
ChildCategoryChocolate
Tags
create editorial calendar
Topic Mon Tues Wed Thurs Fri Sat SunCakes Birthday
CupcakesChocolate Cupcakes
Desserts How to decorate cupcakes with real flowers
Favorite Milk Chocolate Cupcake Recipes
Superhero Birthday Cupcakes
after posting...promotion
“The real magic lies in content promotion. Without it, your content will struggle to earn a social mention, let alone a quality backlink.”*
• Where will they see it?• What will motivate them?• Where will you/they share it?
*Robbie Richards in 16 Explosive Content Promotion Strategies
pay per click
pay per click knowledge
• best for businesses with online sales– direct sales – when you can ask for specific action
• ads must be placed so they intersect your customer at the right time in buying cycle/search
• buyer personas can guide campaigns• landing pages
pay per click must dos
• determine network, Google, Bing, Facebook• set budget• keyword research• word ads• refine ads, campaigns, keywords• placement, mobile? Network? Search results?• Google Adwords will help you get started
lather, rinse, repeat
• monitor• adjust• refresh• keep alert to changes• competition
Photo credit: 1950sUnlimited