by Innov8tive Design and Development SEO traditional website DIGITAL Marketing internet Copyright 2018

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1 by Innov8tive Design and Development SEO website internet Copyright 2018 DIGITAL traditional Marketing

2 Chapter 1: What is Digital Marketing? The Introduction explores how to harness the power of digital within your business marketing strategy. You will gain an understanding of the digital marketing core principles and distinguish between traditional and digital techniques. Definition The marketing of products or services using digital channels to reach consumers through various forms of digital media. Digital marketing extends beyond internet marketing to include channels that do not require the use of the internet. Traditional Marketing vs Digital Marketing Digital marketing benefits businesses of all sizes by giving access to the mass market at an affordable price. Unlike TV or print advertising, it allows truly personalised marketing. Traditional Local audience Limited target audience No way to interact with audience Long wait for results Expensive Not easy to measure Digital Infinite Audience Local/Global Customer interaction See visible results At a low cost (Free) Easily measurable What are the different branches of Digital Marketing? Search Engine Optimization (SEO) Search Engine Marketing (SEM) Pay-Per-Click Advertising (PPC) Content Marketing Social Media Marketing (SMM) Affiliate Marketing Marketing 1

3 SEM (SEO/PSA) Social Media Internet Marketing Mobile Markets Mobile Benefits of Digital Marketing The main advantage is a targeted audience can be reached in a cost-effective and measurable way. Other digital marketing advantages include increasing brand loyalty and driving online sales. Global Reach - allows you to find new markets and trade for a small investment. Lower Cost - a properly planned and effectively targeted digital marketing campaign can reach the right customers at a much lower cost than traditional marketing methods. Measurable Results - measuring your online marketing with web analytics and other online metric tools makes it easier to establish how effective your campaign has been. Personalization - if your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers and market effectively to them. Openness - by getting involved with social media, you can build customer loyalty and create a reputation for being easy to engage with. Social Currency - digital marketing lets you create engaging campaigns using different types of rich media content passed from user to user and becoming viral. Improved Conversion Rates - if you have a website, then your customers are only ever a few clicks away from completing a purchase. Unlike other media which require people to get up and make a phone call, or go to a shop, digital marketing can be immediate. 2

4 Chapter 2: How do you start a strategy? Target Audience Factors: Who is your buyer? Understand our customer and behavior to add value to the client What country? Local or global audience, strategy depends on the product What age or gender? Behavior online and their interests in buying products Where will you advertise? Different channels like Facebook, Instagram, LinkedIn, Twitter What is the message? The content you put out is the most important 4Ps (Price, Product, Promotion, Place) Price - Consider if it s too high for your target market to reach, or too low for you to earn and save enough profit. This is also the perceived value, too low might be considered as low quality on industry and product. Product - Find and understand your product s Unique Selling Point to give the best possible service that can appeal to a wider audience a different manner Promotion - Create a strategy and sales promotion to how you will distribute your product to future customers, this will also determine where and what avenue you will use to reach your customer Place - This is where you will find your niche, or specific target audience, when it comes reaching out to your audience. Lead Generation An effective way to get you clients who are interested in your business that can soon become clients. Lead Generation Partnerships Advertising Content Pyramid (Content, Advertising, Partnerships, Lead Generation) 3

5 Chapter 3: Search Engine Optimization Search Engine Optimization (SEO) comprises the set of practices used for optimizing a website for increased visibility and relevancy in search engine rankings. What is Search Engine Optimization? Process of getting traffic from the FREE, organic, editorial or natural search results on search engines like Google, Yahoo!, and Bing Maximize chances of ranking well for relevant searches Best practices to claim high rankings for relevant keywords to the business/service On-Site & Off-site SEO There are 2 main pillars of SEO: On-site SEO and Off-site SEO. On-Site SEO are strategies applied on your website or blog so that it s search engine friendly. Example of these are: optimized titles, good descriptions, well formatted URLs, right use of H1, H2 and images. Off-Site SEO is the process of getting positive votes from other web sites for the purpose of increasing your web site s trust and credibility for search engines. Votes in the case of SEO are links coming from other web sites directing to your site. That is also the reason why off-site SEO is referred to as link building. It s not only a matter of how many links you have pointing to your website but from where these links are coming. What is Search Engine Marketing? Marketing process with a goal of getting more visibility in search engines either by getting more free traffic (SEO) or paid traffic (Pay-Per-Click or PPC). What is Paid Traffic or PPC? The advertising space you buy in the search engine results to rank higher and get the free traffic you pay to appear in front of the searches. Google Adwords is the best example to get your ads to appear in the Google search results and you pay only for the clicks on your ads, thus Pay-Per-Click. Importance of SEM Traffic SEM traffic is considered the most important source of Internet traffic because it is targeted to people who are looking for solutions to specific problems. So when searches click on a web site from the search results or click on an ad, they are more likely to convert visit into actual revenue. The relevancy of the displayed web sites and ads makes SEM traffic more valuable than any of the other sources. 4

6 SEO vs SEM Search Engine Optimization Search Engine Marketing Definition Rank better in search engines Targeted paid search (PPC advertising) Importance Price Components Result Easily understand content in search engines FREE on-page opimization Page descriptions, Keywords, Product Images Visibility of website in search engine results Generate more traffic in SEO and page rankings Strategies with cost (PPC advertising) Paid Search (PPC and SMM or Social Media Marketing) Generate traffic with competitive keywords Simple SEO Hacks Use the right and targeted KEYWORDS Search your keywords through Google and use free SEO Tools like Ahrefs, Semrush, Serpstat, and Moz to get you started with using your keywords. 3 Bonus Tips For Competitive Keyword Research Do some manual searches in Google and see which posts appear on page one. Skim through each of the top ten posts and note the following: Step 1 Step 2 Step 3 How are my competitor s using this keyword? What other secondary keywords are my competitors using on these page? Why are they searching for this term? To learn, complete a task, or to purchase? Start a blog A great way to help your website ranking is through blog posts that have competitive keywords and answers questions searched related to your service or business. Group Keywords Together Based On Relevance Keywords need to be closely related to one another to target a page or blog. You might search call center philippines so have keywords like manila call center or makati call center in order. It helps focus on the same topic, and match a common intent of the searcher. 5

7 Brand Terms Competitor Terms Generic Terms Related Terms Nike Shoes Adidas Shoes Running Shoes Jogging Nike.com Puma Shoes Jogging Shoes Sports Wear Nike Shop Reebok Shoes Sneakers Running Socks Nike Online Store New Balance High Top Sneakers Treadmills Nike Products Brooks Shoes Training Shoes Running Tips Include Keywords in you Title Tag Generally, it s a good to put the keyword at the beginning of your title. Tests have shown that placing the keyword at the front of the title could be beneficial for ranking better and getting more clicks. Include Keywords Within Image Alt Tags A descriptive, keyword-rich alt tag can help that image rank better in Google Image Search, and help the whole page rank better for the search term by allowing the search engine to understand the text surrounding the image. Write Compelling Meta Descriptions The meta description is a short snippet that search engines use in the search results to let users know what your page is about before they click it. 3 Quick Image SEO Tips 1. Upload images at the exact size you want them to display to improve loading speed 2. Include keywords in image file names. 3. Use descriptive image alt-tags. More than just compelling content Test Your Page Load Speed Page load time may end up being one of the biggest ranking factors Make Your Site Mobile-Friendly Now that more people are searching with mobile devices, properly optimizing your mobile pages, especially if your site loads quickly is great. 6

8 How to Score Perfect 100% on Google Page Speed Insights 1 Modify Images 5 Trim your HTML 2 Abolish Render-Blocking Javascript 6 Shorten Server Response Time 3 Browser caching 7 Authorize Compression 4 CSS in Above-the-Fold Content 8 Make it Mobile Friendly Chapter 4: Content Marketing Search Engine Optimization (SEO) comprises the set of practices used for optimizing a website for increased visibility and relevancy in search engine rankings. Strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action Communicating with your customers without always selling. Educate the consumer while delivering consistent, valuable information to buyers who, in turn, reward us with their business and loyalty. Quality content is part of all forms of marketing, including social media marketing, SEO, PR, PPC, inbound marketing and content strategy. 4.1 Social Media Top Popular Social Media Sites for Business (Statistics: 7

9 Different Kinds of Content to Post Memes Question of the Day Quick Tips Tutorials Brand Graphics Because who doesn't love Ask your followers a Secret tips/hacks for How-to's and tutorials to Visually appealing a good meme? question about their getting things done. help your followers get graphics with your Bonus points if it's blog/biz, or just something done. watermark. relevant to your niche something fun. Quotes Videos Announcement Your Blog Post Contests/Games Written out quotes or GIFs, funny videos, Launches business news, Obviously this is a bit Caption This photo graphics with quotes on inspirational videos, etc. updates about the biz part of your social media games, photo contests, them. owner strategy--your own blog challenges, etcs. posts! Curated Content Discounts Infographics Listicles Non-Blog Promos Helpful links from other Discounts/offers on Industry-related Fun listicles from i.e, webinars,twitter bloggers and reputable products/services that infographics. Buzzfeed or informational chats, or collabs you're sources. you offer. ones. working on. Homework Assignment Current Events Behind the Scenes Encouragement Social-Only Promos Offer up a homework assignment to help out your followers. Celebrating holidays and other current events. Images of your workspace, projects in the works, etc. Words of encouragement for your followers. Discounts/offers on your products/services that are only for your social media followers. Call to Action Get followers to sign up for your newsletter, read your new blog post, or buy your newest product/service. Ready Surveys Get follower input on your blog/biz. Giveaways Give away prizes in exchange for likes/ followers. Products/ Services Share info about new products/services that you're offering. Personality Include a bit of yourself in your social media by sharing little quips. Freebies Virtual Events Longer Anecdotes Inspiration Time-Sentitive Offers Incentives for your social media followers. Webinars, Twitter chats, and other online-goings-on. Stories,longer tups, and other longer status updates. Inspiration for yourself and your followers. Discounts/offers that your followers have to use by a certain date before they expire. 8

10 What are Social Media Paid Ads? These are the ads used on social media platforms to widen and increase awareness or even revenue for your business at a smaller budget. It s important to know the different kinds of Ads you can purchase to maximize your reach and money. Here the different types of Advertising Objectives of Goals you can use on Facebook: Page Post Engagement Ads This objective will help you increase the engagement of a single Facebook post. Engagement can be measured with metrics such as likes, shares, comments and photo views. Page Likes Advertising for page likes is one of the best ways to increase your brand profile on Facebook. Clicks to Website For website clicks, Facebook will enhance your ads for the most clicks possible. You can set it up as a page post that links to your website or domain ads Website Conversions If conversions are your goal, then this ad objective is the best medium to implement that action. This objective is very similar to cost per acquisition bidding in AdWords. Event Responses Ad To create ads for an event, you will first have to create an event to advertise. If your goal is to get people to attend your event in person, then this is the type of ad objective that s best suited to help meet your goal. Offer Claims Similar to the offer extensions and Twitter lead generation cards, offer claims provide an incentive to your audience to use their IDs in exchange for something (e.g. whitepaper download, coupon codes, giveaways, etc.). Video Views Video ads are useful if you want to increase your brand s awareness, appeal best to: An audience of people who have viewed at least 3 seconds of video created An audience of people who have viewed your video to 95% of its length created Lead Generation This ad type is ideal to engage users without them having to leave Facebook s interface. Lead generation ads work best for e-commerce websites and general lead generation for local businesses. 9

11 31 Social Media Post Ideas Discount or Promotion Ask a Question to your Audience Inspirational Quote Share what you are reading This or That Question to get Followers Input Share a Tip or Trick A Day in the Life Post Testimonial Quote Answer a Customer s Question Recommend a Helpful Tool Highlight a New Product or Service Infographic Long Post or Story Share a Free Resource Weekly Round Up Interesting Articles Contest a New Product or Service Breaking News Behind the Scenes Photo Take a Poll Share a Fan Photo Highlight a Biz-Friend s Page Quick Video Training Fun Fact Industry Article Product Pics Comic or Meme Share an Eye-Catching Photo Holiday Post Share an Interesting Statistic Thank your Fans In Case You Missed It Post to an Old Blog Post 10

12 Chapter 5: Marketing A pillar for any business attempting to generate sales via the internet Provides direct contact with clients and allows you to drive prospective customers to your website Provide updates, exciting news, reminders, etc. to your customers in a matter of minutes Customizable s that look professional and represent your business the way you want it can be so simple Newsletter Template You can keep your customers engaged and your brand top-of-mind by sending out a regular newsletter. Our newsletter templates allow you to feature all the stories that are important to you. Promotional Template is also a great way to alert your customers to your latest promotions. They can also be used to targeted their interests or notify them when something they searched for in the past has come back in stock. Our free promo templates are designed with conversion in mind, but are flexible enough to use for multiple purposes. 11

13 Personal Notification Template Sometimes the most impactful way to connect with a customer is by sending them a personalized . Our personal templates makes it easy to send an on-brand, text-driven correspondence that s both attractive and professional. 12

14 Chapter 6: Business Evaluation Assess your current visible business strategy on your website, social media, and SEO to see what else you can improve on! We also have recommended adjustments for each ranking to further expand your business presence in the digital world to gain leads and eventually revenue for you in the future to come. A. Website Homepage Design structure and flow of your website design with: Content volume and readability of your content with: Functions ease of exploration factor and the working functions with: Our Recommendation Design Rate 1-2: Poor ease of exploration factor and the working functions with: Consider restructuring your homepage design. A homepage is crucial since this is the first thing a client sees when visiting you company website. It must look professional and present your brand well. 13

15 Consider reviewing your homepage color scheme. A homepage must be designed to impress clients. With easy-on-the-eyes color scheme, your page will show off your brand as consistent and professional. Consider adding more images to your homepage. A good website design must have a good balance of image and text to for a viewing variety and engage the client in exploring your website. Consider adding more text to your homepage. Great images must also come substantial content. Simple and concise descriptions of your company, services, and products means a lot to a client. Add an inviting Call to Action. After viewing your homepage and seeing what you have to offer, what then? Having a Call to Action encourages users to engage and soon become clients. Rate 3: Good Further improve your homepage structure. The flow of your homepage is already good and is easy for viewing. Though improvements can still be made to tell your company s story better. Further improve your homepage structure. The flow of your homepage is already good and is easy for viewing. Though improvements can still be made to tell your company s story better. A professional and consistent color scheme. The flow of your homepage is already good and is easy for viewing. Though improvements can still be made to tell your company s story better. A clean edit and appropriate use of images. Your use of images represent your company s products and services well. Consider having customized photos to better represent your company. Sufficient and organized content. Your descriptions are easily read and understood. We recommend using shorter sentences and using less conjunctions for further descriptions. A Call to Action is seen and present. A good call to action is visible to convert visits into revenue. We recommend improving the content to make it more engaging and encourage interaction. 14

16 Rate 4-5: Great Great flow and homepage structure. Viewing was easy because of the design and content was layout. Your color scheme is consistent and professional. Your homepage looks clean with your consistent use of color and design. Clean, personalized, and appropriate use of images. Your use of images represent your company s products and services well. Good and understandable content. Your descriptions can be easily read and understood by a variety of readers. Engaging call Call to Action. Your Call to Action is quickly visible and can convert visits into revenue. A Call to Action is seen and present. A good call to action is visible to convert visits into revenue. We recommend improving the content to make it more engaging and encourage interaction. Content Rate 1-2: Poor Consider revising your descriptions. The headings, sub-headings, and description are not catchy and users are not easily hooked to read or view more of the website. We recommend using action words to encourage the user to avail your service. Consider reviewing or proofread content. There are noticeable grammatical errors on your website. For a more refined and professional, review your content or use grammar checker tools for easy revisions. Rate 3: Good Further revise your descriptions. The headings, sub-headings, and description are easily read and continued to read or view more of the website. We recommend using shorter sentences for higher-readability rate. This will help in having your visitor understand your company. Consider reviewing or proofread content. There are some grammatical errors on your website. For a more refined and professional, review your content or use grammar checker tools for easy revisions. 15

17 Rate 4-5: Great Well-composed and written descriptions The headings, sub-headings, and description are catchy and easily read on the website. We still recommend reviewing you content once in a while and revising descriptions that will your visitor understand your business. Continue proofreading content. There are a few to no grammatical errors on your website. It is professional clean, refined, and professional, that users will love to read about your business. Functions Rate 1-2: Poor Update your website s functions. There are errors when it comes to accessing your website s functions. Fix these right away to improve your digital presence and gain new leads and maybe even clients. Rate 3: Good Review your website functions. Your functions are working pretty well but there seems to a few bugs here and there. Try and resolve the issue before it becomes a hindrance to gaining revenue Rate 4-5: Great Continue to update and maintain your website. Your functions are working great already. Just continue to regularly check up on it and review your functions to avoid any customer loss due to poor maintenance. 16

18 B. Social Media Active Channels structure and flow of your use of social media channels as: Content content you post on social media as: Engagements engagement of your followers/target market on social media as: Strategy strategy (how consistent you post, what content, etc.) on social media as: Recommendation For: Active Channels Rate 1-2: Poor ease of exploration factor and the working functions with: Use more social media networks We noticed you re only using limited social media channels to expose your business. Try searching for channels like Twitter, Instagram, Google+, LinkedIn, and forums like Quora and Reddit to link and spread your content. 17

19 Rate 3: Good Explore current social media platforms use It s good that you re using a wide variety of social media, but also go through the current functions of the platform and how you can utilize these to improve your business and brand representation. Rate 4-5: Great Maintain use of all functions and assets of social media You re currently maximizing the potential of social media to promote your business. Always remember to maintain consistency in the content you re posting and all the trending topics that invites active engagement with your audience. Content Rate 1-2: Poor Discover more types of content There are different types and categories of social media posting you can make to keep your audience engaged online. For example, there are infographics, company profile of employees and clients, expert advices, and the comical memes you can try. Rate 3-4: Good Experiment on different approaches You re already posting regularly on social media. Try posting different types and designs to always peak the interest of you clients. This will all depend on your target market, what they are interested in, and what message you want to convey. Rate 5: Excellent Consistent research and creation You are fully utilizing the Content is King is strategy where you recognize the full potential of creating good content on social media. Always remember to still research on trends and try new ways of conveying your brand s message. Engagement/Strategy Rate 1-2: Poor Try conducting organic reach and engagement Your post engagement is low. Try joining groups that would be interested in the service you are offering (i.e. You own a car wash business, join a Facebook group for car enthusiasts). This will expose your brand to people in your target market. 18

20 Rate 3-4: Good Your posts are gaining a few likes and shares. Keep up your post engagement strategy to reach more people and appear on their timelines. Being active on social media can get you more interaction that will expose your services to a wider target audience. Rate 5: Excellent Experiment with different posting strategies Your social media has a well-maintained strategy. Keep up the good work but always try to experiment with the existing strategies you have. Don t always be satisfied with the content and strategies you have, explore more avenues to gain more revenue. A. Website Website Audit SEO score of your website as: Search Rankings search ranking of your website on the Google Search Engine as: Recommendation For: Website Audit Rate 1-2: Poor Adjust your website structure and content Your website ranked poorly in the website audit. Make sure all you images are optimized and website appropriate to avoid slow loading time. Also, make you re your links and functions are working properly. A good business website must be regularly maintained like a well-oiled machine, if not then it s not going to help you. 19

21 Rate 3: Poor Try making more improvements Your website ranked fairly in the website audit. Continue updating your website if needed and check the crawled website pages if it is from your website. Search on more ways to improve your SEO. Always looking for new ways to upgrade website is important and can benefit your website and your revenue immediately. Rate 4-5: Great Continue working on your website Your website ranked well on the SEO Audit. This means that you have optimized all your images, content, and fixed your links and codes to the best standard possible. But having a high score doesn t mean that s it, continuously update your website to make sure you keep up the high rank and credibility. Search Ranking Rate 1-2: Poor Search for significant and related keywords to your website keywords relevant to the nature of your business. Think of phrases where you want your business to appear on major search engines. For example: flower shop in Makati, then this will become your focus keyword all throughout the body. Rate 3: Good Customize your keywords to your business We found your website at the first 5 pages of the Google search engine website using relevant keywords related to your business. Once you ve found the common and most-search keywords, add unique descriptions to put as your header for easy searching of your business. Rate 4-5: Great Continue researching popular keywords We found your website at the 1st page of the Google search engine website using relevant keywords related to your business. Continuously update your keywords to make it more personalized and related to your brand. 20