Digital Marketing Midterm
Off-Page SEO
"Off-Page SEO" refers to all of the activities that you and others do away from your website to raise the ranking of a page with search engines: ex link-building
1. DIGITAL IS ABOUT WINS AND LESSONS, NOT WINS AND LOSSES
-If you you or your organization fear failure, you will never reach your true potential. -Experiment, experiment, experiment, then repeat. -You only lose if you don't learn something from each trial. -Fail fast, adapt, improvise and overcome
3. EXPONENTIAL GAINS ONLY OCCUR IF YOU THINK AND DESIGN DIGITALLY
-No campaign should ever begin or end with a linear plan or result -Digital enables you to connect actions and create campaigns that are greater than the sum of their parts -What you create should be so valuable that it can be leveraged in as many ways and places as possible
4. TECHNOLOGY DOES NOT REPLACE INTELLECTUAL CURIOSITY
-Seek and be opportunistic at every turn, step and experiment -Explore, tinker and look for new ways to solve problems and delight customers before someone else does -Find the moments that matter for your customers and excel at providing what they need at each one -Use the tools to free up time and handle the mundane so you can be more creative
5 principles of inbound
-Standardize: Regardless of what channel, your brand should remain consistent -Contextualize: Deliver the right message to the right person at the right time and place -Optimize: Analyze how your marketing strategy is performing over time and then work to improve it -Personalize: Instead of sending generic mass communications, personalize your marketing efforts based on the data you've gathered on each prospect -Emphasize: Look past the data you have and try to put yourself in your buyers' shoes
SEO steps
-Structure -On-site Seo -Link building -Keep Improving Analyze ranking and trafic Research
Website success
-Symmetry, flow and readability, color, headlines, CALL TO ACTION -fewer clicks/ buttons are better on web, consistent branding, -Leave plenty of white space, -Compress images as much as possible• The ideal website load time is just 3 seconds. -Add breadcrumbs to longer sites -Use color and contrast to your advantage• Contrast helps certain website elements stand out from the rest. -Animate as needed and no more -Group similar elements -Incorporate human faces - Use familiarity to your advantage, ex: "add to cart" -The path of least resistance/no cul-de- sacs• Users need to guided because if they run into a dead end, they leave -Create distinct landing pages for SEO ads -Be Careful with sliders and carousels -Collect specific data from your website visitors
2. MORE DATA NEVER BEATS BETTER UNDERSTANDING
-There is always going to be more and more data coming from all fronts, departments and sources. -You must ask the right questions and understand the problems you are trying to solve to find actionable insights -Look beyond the dashboards and numbers to spot trends on the fly and see what is really happening
How is search rank determined
-Time and date of publication -Relevance -Domain authority -Link profile• Social shares -Brand mentions -Keyword relevance/density -RankBrain
Five 2019 Digital Marketing Trends
1)Voice activated search will determine if your customers can find you-What questions would someone ask to find a business?2)Mobile will determine if your customers will stay on your website 3)Google my business will drive more traffic to your business-Google my Business and other directories and databases so that your customers can find you 4)Customers will go more and more to the content that will help them buy 5)Answering customer questions will become even more of a differentiator to buyers
6 TAKEAWAYS
1. Discuss challenges and push your thinking before rushing to the same old "answer" 2. Don't rely on dashboards & metrics alone —trust your wits and intellectual curiosity 3. There is no substitute for talking directly to customers and prospects 4. Always look for new insights, moments and never stop learning 5. Fear nothing, fail fast, test everything and constantly ask "what if?" 6. Marketing has never been more challenging, but you are fully prepared to handle it
IMPORTANT : Create a content culture in 4 steps
1. Gain buy-in from top to bottom in your company 2. Insource content by involving everybody in content creation 3. Hire a content manager with strong journalism skills 4. Use the right tools to measure success and prove ROI
Tying into how people buy
1. Plan: Plan, manage, optimize 2. Reach: Buyer stage= Exploration: Publish and promote content 3.Act: Buyer stage=Decision Making : Be worth finding: customer journey 4.Covert: Buyer stage=Purchase: capitalize on marketing: investment using CRO 5. Reach: Buyer stage= Advocacy: thrilled customers are key
6 inbound marketing best practices
1. Prioritize BOFU Conversions (Bottom Of The Funnel) 2. Increase Focus on SEO 3. Emphasize Social Media 4. Examine sales efficiency 5. More referral strategies 6. Decrease Investment In Traditional Advertising
CH.4 IMPORTANT: The choice of Target Search Phrase should be based on four factors
1. Relevance 2.Traffic 3.Competition 4Current ranking
How to redesign
1. Set a goal for your redesign 2. Find what is working/not working 3. Focus on conversions, competitive positioning and usability 4. Learning from your competition 5. A/B test until you get real indications you will hit your goal 6. Experiment with new features to stay fresh and constantly improve
4 KEYS TO DEVELOPING A DIGITAL MINDSET
1.Digital is about wins and lessons, not wins and losses 2.More data never beats better understanding or real insights 3.Exponential gains happen when you think & design digitally 4.Technology does not replace intellectual curiosity
This course has three main objectives:
1.You will gain industry background knowledge to knowledgeably navigate Internet including marketing topics including online advertising, search, social media and online privacy. 2.You will learn to quantitatively and qualitatively evaluate an experiment to measure the effectiveness of business decisions and online advertising effectiveness and gain knowledge to design and implement digital campaigns. 3.You will become certified users of HubSpot, Mimic Pro simulation and Google's ad platform. -Ashley and I have already done all of these and are working alongside of you.
Experience Matters
91% prioritize need and speed 61% don't hesitate to move on 50% demand mobile friendly
inbound marketing
A marketing methodology wherein you attract, engage, and delight customers at every stage of the buyer's journey. You can use every digital marketing tactic listed above, throughout an inbound marketing strategy, to create a customer experience that works with the customer, not against them. Blogging vs. pop-up ads•Video marketing vs. commercial advertising•Email contact lists vs. email spam
Converting Visitors into Leads
After clicking the CTA, your visitor will be taken to a landing page, which is created for the sole purpose of conversion Make the offer exceptional
AMAZON'S DIGITAL WORLD
Amazon bases everything off the 14 principles
AMAZON'S DIGITAL BUSINESS MODEL
Amazon's use of paid search
Web Design
Apply these design frameworks to identify areas for website improvement and to design a well-designed website from scratch.
Page Load time
As page load time does from 1 to 3 seconds the probability of bounce rate increases 32%
stages of inbound marketing
Attract: Draw people to your website initially and keep them coming back Engage: Nurture leads through sales towards making them customers . Delight: Keep them highly satisfied and returning for more by using specialized client offerings
Paid Referral Traffic
Banner ads•Text ads•Video ads•Affiliates•Link purchases
Content marketing
Blog post: This ultimately gives you more opportunities to convert website visitors into leads for your sales team. eBooks and white papers: It also allows you to exchange content for a reader's contact information, generating leads for your company and moving people through the buyer's journey. Infographics:Sometimes, readers want you to show, not tell. Infographics are a form of visual content that helps website visitors visualize a concept you want to help them learn.
Tools
CRM - Customer Relationship Management software (like HubSpot or Salesforce)• Marketing Automation Software - like Marketo:- Blog hosting and optimization - Social media management and publishing - Email marketing - CTA creation - Dynamic content - File management - Landing pages - Forms - Workflows - All done via A/B testing
CDN
Content Delivery Network
Elements of a successful digital marketing strategy
Content Marketing Email Marketing Social Media Marketing Pay Per Click (PPC) Engaging Website Search Engine Optimization (SEO)
SEO IMPORTANCE
Content quality comes first !Your content needs to accomplish two goals: 1. Appeal to the end-user (customers, clients, prospects, readers) 2. Solve a particular problem!
Search Engine Marketing
Create a search engine marketing campaign and evaluate its effectiveness. Recommend changes that will improve the campaign's conversion rates.
Online Advertising
Create an online display ad campaign and measures its ROAS (return on ad spend).
Create Compelling Offers
Create content so compelling that customers would be willing to pay for it
Revenue
Creating a customer is expensive—increasing a customer's spending is much easier-Add -on product recommendations-Upgrades-Product reviews
Web Analytics
Determine the appropriate KPIs for any type of website. Understand the pitfalls surrounding attribution analysis and make recommendations to identify highest ROI digital marketing channels.
What is digital marketing?
Digital is about being the right company, doing the right things that makes the brand worthy of engagement and ultimately evangelism
DIGITAL TRANSFORMATION
Digital success is far more about mindset than it is about technology
Questions to ask for website design
Does your call to action turn visitors into leads and then into customers?• Do your pages flow to inspire visitors to read more/learn more? • Does the site help convey your value prop?• It is a breeze to navigate and have customers get what they want? • Does your website have a look and feel that matches your company's particular voice and is capable of speaking very clearly towards your target audience?
IMPORTANT: EMAILS
EMAIL IS A PRIVILEGE NOT A RIGHT
Unpaid Referral Traffic
Facebook (>29,000,000 likes!)•Email•Backlinks: Home page ,Product pages
9 steps to building a marketing strategy
Goals and objectives Identify "your" customers competitor research Search Engine marketing Social Media Marketing Email Marketing Content Marketing Mobile Marketing Measure Results
The opportunity
However, no amount of outstanding inbound/digital marketing will overcome a poor product/experience
The golden triangle
If you are not in the "golden triangle," your odds of being seen by a search are dramatically reduced
SEO ADS
If you're paying for Google ads or social ads, you don't need to implement SEO as people will see your page based on how you bid for clicks
Reputation Management
Implement online reputation management tactics to improve the online reputation of a brand.
Inbound marketing:
Is the practice of creating content to attract the attention of potential customers -Tactics include blogging, content offers for eBooks and white papers, research findings, infographics and search engine optimization -More of an open dialogue that's meant to inform, connect, and build trust
Native advertising
Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content.
On-Page SEO
On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines
Pay-per-click advertising
PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC isGoogle Ads, which allows you to pay for top slots on Google's search engine results pages at a price "per click" of the links you place. Other channels where you can use PPC include:Paid ads on Facebook ect.
Jobs to be done theory
People still buy to do a Job : selling mattress on sleep not on mattress
Outbound marketing
Pushing one's brand, business, or product into a potential customer's line of sight -tactics include purchasing advertisements, cold calling leads, and sending direct mailers -Is one-sided -The conversation is about the offering more than anything
Marketing automation
Refers to the software that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks they would otherwise do manually, such as:Email newsletters, Social media post scheduling, ect.
Online PR/reputation management
Reporter outreach via social media:Talking to journalists on Twitter, for example, is a great way to develop a relationship with the press that produces earned media opportunities for your company. •Engaging online reviews of your company:When someone reviews your company online, whether that review is good or bad, your instinct might be not to touch it. On the contrary, engaging company reviews helps you humanize your brand and deliver powerful messaging that protects your reputation. •Engaging comments on your personal website or blog: Similar to the way you'd respond to reviews of your company, responding to the people who are reading your content is the best way to generate productive conversation around your industry.
SEO
Search Engine Optimization
McDonald's Coffee
Should have done a campaign: give a coffee get a coffee
Use SMART goals
Specific• Measurable • Attainable• Relevant• Timely
Conversions
Superior search function helps customers find products quickly, Information layout is key to conversion on any site•Provides thorough sense of product with multiple pictures•Answers most potential questions at top of page -Retail (eCommerce) Primary: Purchase Secondary: Create account Sign up for emails Pay for premium account -Lead Generation Primary: Lead (Phone call or form submission) Secondary: Sign up for emails -Search Engine Primary: Booking (e.g. hotel reservation)Secondary: Click on adSign up for emails
CH.4 Title Tag
Target key words
Amazon's business is more than products
That 130% spike equals $2.2 billion in advertising revenue for the quarter• To put that into perspective,Twitter's advertising revenue for the entire year of 2017 was $2.1 billion
Apply the rule of thirds/the golden ratio on websites
The rule of thirds has long applied to fine art and photography, but it also applies to web design. • When designing your site, use an overlay with two horizontal lines and two vertical lines evenly spaced. Each point of intersection draws attention differently. • The eye path usually starts from up to down and from left to right . 41% 20% 25% 14%
Digital and your website
The website is usually the last link in the digital chain
Why you need digital marketing
There is ALMOST ZERO marketing today that doesn't have a key digital component
Leverage social
Think about making everything frictionless for sharing The best performing brands on social focus on 2 to 3 platforms only
Affiliate marketing
This is a type of performance-based advertising where you receive commission for promoting someone else's products or services on your website. Affiliate marketing channels include:•Hosting video ads through theYo u Tu b e P a r t n e r P r o g r a m.•Posting affiliate links from your social media accounts.
Social media marketing
This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. The channels you can use in social media marketing include: Facebook, twitter, ect.
Off page SEO:
This type of SEO focuses on all of the activity that takes place "off the page" when looking to optimize your website. "What activity not on my own website could affect my ranking?" You might ask. The answer is inbound links, also known as backlinks. The number of publishers that link to you, and the relative "authority" of those publishers, affect how highly you rank for the keywords you care about. By networking with other publishers, writing guest posts on these websites(and linking back to your website), and generating external attention, you can earn the backlinks you need to move your website up on all the right SERPs.
On page SEO:
This type of SEO focuses on all ofthe content that exists "on the page" when looking at a website. By researching keywords for their search volume and intent (or meaning), you can answer questions for readersand rankhigher on the search engine results pages (SERPs) those questions produce.
Technical SEO:
This type of SEO focuses on the backend of your website, and how your pages are coded. Image compression, structured data, and CSS file optimization are all forms of technical SEO that canincrease your website's loading speed-- an important ranking factor in the eyes of search engines like Google.
Traditional vs. Digital Mindset
Traditional Digital Mindset Rush to execution Relentless experimentation Simple uncovers the complex and deep issues Data drives our work Insights drive our value
Email Marketing
Understand and implement best practices in marketing to a database of current and potential customers via email.
Amazon's formula for success
Understand your target audience Use data to define and refine the user experience Produce content that is ART: the website provides users loads of content that is Accurate, Relevant, and Transparent or pure ART.
CH.4 URL
Universal Resource Locator
Search Engine Optimization
Use this knowledge to make recommendations to a website on how it can improve its organic search rankings - in other words, perform search engine optimization on a website.
Social Media
Utilize knowledge of social media tactics to design an effective social media campaign.
Inbound terms: include
Visitor, Lead, Marketing qualified lead (MQL), Sales qualified lead (SQL), Opportunity, Customer
When to redesign
When the analytics/data suggest issues
How do you develop the right perspective and digital mindset?
With digital and marketing, you should never assume and always question •You can constantly test, ask, look for new insights and learn by talking directly to customers •Everything you do should deliver value greater than the sum of its parts
Dollar Shave club case:
Write a 1-2 page paper Dollar Shave Club (DSC) vs. Gillette on the following: What do DSC and Gilette do really well with examples What each brand does really poorly or where they miss the mark with examples What you would recommend changing or doing differently with specific details What you think could/should be the next steps The paper should be at least one=page minimum and no longer than two pages.
CH.4 Original Keyword Targeting
a ranking above ten produces almost no traffic
Visitor
anonymous people that have shown interest in your content but haven't indicated that they're interested in starting an engagement with you, yet
CTR
click through rate (clicks/impressions)
Marketing qualified lead (MQL)
contacts who have indicated an interest that marketing agrees are good-fits for your product or service
Lead
contacts who have provided information about themselves, indicating they have some level of interest
Inbound Marketing fly wheel
customers: marketing, sale and service
What Prime does for Amazon
enables them to advertise a service/product that covers all of its products • Encourages customers to shop Amazon first/second and ultimately buy with them • Leverages Amazon's cart growth strategy/tactics • Fixes the two most problematic issues most shoppers have with online shopping (cost and time of shipping)
Digital Marketing Success
is about delivering value greater than sum of its parts
SERP
is any result on a Google Search Engine Results Page that is not a traditional organic result including: - Rich Snippetswhich add a visual layer to an existing result (e.g., review stars for product ratings) - Paid Resultsthat are bought by bidding on keywords (e.g., AdWords or Google Shopping) - Universal Resultsthat appear in addition to organic results (e.g., image results, new results, featured snippets) - Knowledge Graphdata which appears as panels or boxes (e.g., weather, Celebrity Knowledge Panel)
CH.4 Main Content
keywords should only be used when it makes sense to users
CH.4 Image Alt Text and File Name
label image with key words alt text with pic can help visually impaired see and google can see images, and helps those who have images off. It increases search
Sales qualified lead (SQL)
leads that agrees are a good fit and takes over from marketing
SEM
stands for Search Engine Marketing is the process of gaining website traffic by purchasing ads on search engines
SEO
stands for Search Engine Optimization is the art of ranking high on a search engine in the unpaid section, also known as the organic listings
Bounce rate
the percentage of times a visitor leaves the website almost immediately, such as after viewing only one page
ProFlowers
valentines day campaign: give a gift get a gift. Both FTD and ProFlowers wanted to be digital •Each never acted and thought digital or had a digital mindset •Continued to make digital mistakes and missteps over and over again!!!!
Customer:
when a lead commits to a business engagement and the opportunity is closed/won
Opportunity
when both parties agree that your product/service is a viable solution
CH.4 Header tags
within HTML code
Areas to focus on in inbound
• Campaign management • Social media • Copywriting • SEO
