Kick Starting Your Digital Marketing Strategy in Titan
Presented by:
Rachel CarterSr. Digital Marketing Strategist@Rachel_Carter88
Jim BrophyGroup Director, Digital Marketing & Services@JamesEBrophy
• Digital Marketing Overview
• Developing Your Strategy
• Execution
• Measuring Success
• Key Takeaways
Kick Starting YourDigital Marketing Strategy in Titan
Digital Marketing
Overview
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
Digital Marketing
Sales
Awareness
Engagement
Interaction
Leads
Prospects
Sales
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
Why it works
Developing Your Strategy
Develop Your Strategy
Define Objectives
& Goals
Study Your Data
Develop a Plan
Engage
Measure Success
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
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
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
Examine Current SEO Data
• Review SEO properties in Titan• Conduct back link analysis • Study keyword rankings • Use keyword planner for research
Study Your Data
Export SEO Data from TitanStudy Your
Data
Back Link Analysis - External Content
• Which sites are linking to yours?
Study Your Data
Keyword Rankings
• Which keywords do you rank for? Which keywords do you want to rank for that you aren’t?
Study Your Data
Keyword Research
• What are people looking for within your space?
Study Your Data
Study the Competition – Analytics DataStudy Your
Data
Study the Competition – Social DataStudy Your
Data
Identify Your Targets: Persona Development Study Your Data
Set Up Google Analytics in Titan Study Your Data
Sample Digital Marketing Calendar Develop a Plan
Execution
Adding a Blog• Blogs are the most basic type of content, but can drive real traffic
Engage
Tagging Your Content
• Use tags to narrow down blog categories
• Consider tagging content by • Topic
• Author
• Date
Engage
Content / Blog Best Practices Engage
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.
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
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.
On-Page SEO Optimization Engage
• Add on page tags in Titan settings• Use schema.org for guidance
Sample: On-Page SEO Optimization Engage
• Opportunity for higher rankings• More optimal user experience
Set up Smart Search in Titan Engage
Amplifying Content – Marketing Automation
• Use marketing automation to amplify content
Engage
Amplifying Content – Marketing Automation
• Use marketing automation to amplify content
• Add MA codes to Titan like Google Analytics code
Engage
Amplifying Content – Facebook
• Content that humanizes your organization
• Photos
• Videos
• Contests
• Spotlight clients
Engage
Amplifying Content – Twitter
• Thought leadership content
• Lots of hashtags
• Mention other users
• Connect to trending topics
Engage
Amplifying Content – LinkedIn
• Industry insights and news
• Case studies / solutions
• Spotlight clients
• Industry events
Engage
Amplifying Content – Instagram
• Photos of your organization and products
• Stories
• Real life shots of solutions in action
• Short videos
• Humanizing content
Engage
Measure Success
Measuring Web Traffic Measure Success
Measuring Traffic from Amplification Measure Success
Key Takeaways
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!
Questions?
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
Connect with us.
STRATEGIC WEB SOLUTIONS
northwoodsoft.comLearnAtNorthwoods.com
TitanCMS.com
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