John Biancamano Inbound Digital LLC InboundDigital.net

Transcription

1 John Biancamano Inbound Digital LLC InboundDigital.net

2 What is Digital Marketing? Inbound Digital LLC

3 Digital Marketing Using Internet Channels and Internet Technology to promote your company, products, and services. Online focus to increasing your visibility and extending the reach of your business.

4 Digital Marketing Channels Your Website Hub of All Online Marketing Content, Calls to Action, Search Engine Rankings / SEO PPC / Online Ads Social Media Campaigns Reviews/Local Directory Listings Mobile

5 Everything you do online must support your Business Goals!

6 What Trends are Driving the Way We Do Business? Inbound Digital LLC

7 90+% of purchases start with an online search. 67% of the buyer s journey is complete before they contact sales. 72% of buyers start their research with Google.

8 Trends Driving Change The Internet has made information easily accessible and available 24 x 7. People are empowered with more information: Reviews, recommendations, pricing, Inbound Digital

9 Trends Driving Change Marketing is a now a Two-way Conversation Companies are no longer in control of their message. Customers comment on the message, they critique it, 'Like' it, and discuss it with their peers. Control has Shifted to the Customer. Inbound Digital

10 The Traditional Marketing Funnel

11

12

13 Traditional (Outbound) Marketing Interruption marketing Communication is one way. Messages are pushed out through various channels, hoping that the right message reaches its target. Advertising, cold calling, direct mail, telemarketing, Expensive higher cost/lead. More difficult to measure ROI. Messages are being tune out!

14 Inbound Marketing Focuses on getting found by customers Communication is two way. Provide information to prospects where and when they want to consume it. Content, SEO, PPC, social media, mobile, Lower cost/lead than outbound.

15 Inbound Marketing Easier and less costly to measure performance and make adjustments. Marketers provide value: education and entertainment engage to build long-term relationships Customers are earned.

16 Website Best Practices Inbound Digital LLC

17 Why is Your Website So Important? Customers Expect One! A professional website gives your business credibility. More people are searching for products online. Demonstrate your industry knowledge. Establish your leadership position. Position your company as a trusted supplier.

18 Website Content

19 Website Content It s Not Enough Just to Publish Your Website. Need to let potential customers know about it. Your Web Content Must Tell A Consistent Story. Keywords are important, but no longer enough.

20 Promote Website Content Promote your content through and social media for free. Use paid search (PPC), sponsored posts, and paid advertising for faster results.

21 Calls to Action (CTAs) Add Effective Calls to Action to Increase Conversions. A call-to-action is an image or text that prompts website visitors to take a desired action (conversion).

22 Social Media Add Social Media Buttons with Links to your Social Media Sites so Visitors Can Connect with You. Add Social Media Share Buttons for Visitors to Like and Share your Content.

23 Mobile - Responsive Web Design Deliver web pages in variable sizes. Content layout adapts to device size (desktop computer to tablet to mobile phone) and screen size. Most flexible way to design a website for desktop or mobile viewing.

24 Local Search 20% of all Google searches are local: business counseling mercer county vs. business counseling. Optimize content for local search: Add location and local contact info of every page. Use local search terms as keywords. Add a map and directions. Get listed in local directories.

25 Google Resources for Small Businesses Get Your Business Online ( free website and web hosting for one year. free educational resources Google My Business helps local businesses increase their presence online. promotes the importance of getting local business information on Google Search and Maps.

26 Social Media Strategy Inbound Digital LLC

27 Social Media Marketers often make the mistake of diving into social media without a clear plan. At best, this is a waste of time and at worst, it can lead to a PR disaster. To benefit from social media, you need to build a clear strategy that takes into account what you re trying to achieve.

28

29 Set Your Goals Who do you want engage with? What type of content will you post? How often will you post? Be aware of how to use the different social media channels. What do you want to happen as a result of your posts?

30 Examples of Social Media Objectives Increase brand and product awareness Generate sales leads Increase website traffic Improve customer loyalty Learn more about customers and their opinions Create relationships with bloggers and influencers

31 Evaluate Your Resources What resources do you currently have to devote to social media recruiting? Personnel Time Content Development Set goals and priorities, and monitor performance, to stay on track and avoid wasting time. Inbound Digital

32 For most of the people online Social Media is about ME! How can you help ME?

33 Social Media should be about: How can I help YOU? Provide Value: Share Information (quality over quantity), Answer Questions, Give Constructive Feedback, Engage with Followers, Establish Trust, Build Relationships! 80/20 Rule of Engagement

34 Which Social Media Platform is Best? You can t be on every social media platform! Determine which SM Platform is MOST relevant to your business. What is your product? Where are your customers? Where are you competitors? Experiment, Measure, and Adjust. Social media takes time to produce results. Be Consistent and Stick With It.

35 Marketing Inbound Digital LLC

36 Marketing Most cost-effective can be free or low cost depending on number of contacts and number of s/month Typical content: newsletters, product releases, best practices, customer education, user meetings, news items, etc. #1 app on mobile devices. conversion is 3X higher than social media. It s about engagement, not sales.

37 Marketing Best Practices All s must have a GOAL! Know your target audience. Generally, a single and clear Call-to-Action (CTA) Let people know what to expect when the sign up for you mailing list. Responsive design Social Media links in signature. Follow regulations: CAN-SPAM, CASL use opt-in e- mail address only for commercial use.

38 Marketing What s Important Quality of your mailing list. Subject line and message. Include graphics. Include calls-to-action. Test subject line, message content, and callsto-action to increase conversions.

39 A/B Testing Typically, an 10/10/80 list split is used.

40 Content Marketing Inbound Digital LLC

41 Content Marketing Any marketing format that involves the creation and sharing of media in order to acquire customers. It is not focused on selling, but on simply communicating with customers and prospects.

42 Content Marketing Instead of pitching your products or services, you are delivering information that helps prospects make an intelligent buying decision. The belief that if we deliver consistent, ongoing valuable information to buyers, they will ultimately reward us with their business and loyalty.

43 What Type of Content? Blog Posts Videos Surveys/ Polls Infographics Images / photos Live streams (Periscope, Facebook) Apps (Facebook) Presentations (Slideshare) Webinars/ Hangouts

44 Content Guidelines Understand your target audience and address the challenges they face. Solve customer problems don t focus on product specs. Keep content fresh, and reuse relevant existing content. Original content has the biggest impact, but it takes time and talent. Curate relevant industry-related content for social media posts.

45 B2C Content Goals* * Content Marketing Institute 2016 B2C Benchmarks

46 B2B Content Goals* * Content Marketing Institute 2016 B2B Benchmarks

47 Content Top Challenges* * Content Marketing Institute 2016 B2B Benchmarks

48 Content Marketing for Different Stages in the Buying Cycle

49 Content Curation Content curation is the process of finding, organizing and sharing online content. Content curators provide a customized selection of the best and most relevant resources on a very specific topic or theme. Automate the content curation process to increase efficiency!

50 Content Mix 80/20 Rule 50% curated content 20% promotional content 30% original content

51 Content Curation

52 Content Curation

53 Content Creation

54 Content Calendar

55 Search Engine Optimization Inbound Digital LLC

56 What is Search Engine Optimization (SEO)? The process of gaining visibility in organic search results in order to drive traffic to your website and/or retail location. Optimizing your online presence to confirm your relevance to the search engines. There are two primary components to SEO: On-Page SEO and Off-Page SEO

57 How can I get my website to rank higher on Google?

58 Something s Missing! Websites Don t Rank Pages Rank What Keywords?

59 What Does Google Say About SEO? The most important factors affecting Search Rankings: The Quality of Your Content. Links That You Get as a result of the quality of your content. RankBrain

60 How does Google determine which pages to return in response to a query? Google wants to show pages that contain high-quality, relevant information in response to the searcher s query. They determine Relevance by crawling your website s content and evaluating whether your content is relevant to the query. They determine Quality mostly by the number and quality of other websites that link to your page or your site as a whole (backlinks).

61 On-Page SEO Page Content optimized with keywords Page Title (Title Tag): Content Marketing - Inbound Digital URL (with keywords): Meta Description (156 char max) doesn t affect SEO, but influences click throughs. Internal links (use keywords in anchor text Image (Alt) tags, Loading speed, Navigation, Keyword density, Inbound Digital

62 Page Content Keywords Your Web Content Must Tell A Consistent Story. Keywords are important, but are no longer enough. Do you homework Keyword Research. Learn what phrases your customers use. Long-tail Keywords Semantic Keywords

63 Keyword Planner - Monthly Search Volume bike seats bike seat bicycle seats bicycle seat cycling gear bike gear bike saddle bike saddles bicycle saddle bicycle saddles road bike seats

64 Long Tail Keywords 70% of web searches Three and four keyword phrases which are very specific to your product or service.

65 Semantic Keywords ~ related to the main keyword, but not a synonym. LSIGraph.com

66 Page Title (Title Tag): Google puts more weight on words found in the beginning of your title tag. Digital Marketing - Inbound Digital URL (with keywords): Create short URLs that include your target keyword.

67 Meta Description 160 characters max. Does not affect rankings, but influences click throughs. It s sole purpose is to get the visitor to click on your link.

68 Meta Description + Search Ranking Search Engine Results Page

69 Page Content Keyword Density 1-3% Don t cram your main keyword and every possible variation of it into your content. Don t overdo it. If it doesn t fit naturally, don t include your targeted keyword. Writing naturally - don t try to trick Google into ranking your page for your targeted keyword.

70 Page Content Keyword Stuffing Looking for tires in Anytown, NJ then XYZ Auto Center has the right tires for your car. Our Anytown, New Jersey location offers many Anytown, NJ tires that are affordable and other Anytown, NJ tire services for your car. They offer auto repair Anytown, NJ services to the Anytown, New Jersey community including brakes, tune ups, and any other Anytown, NJ auto repair services your car might need. Give our Anytown, NJ location a call Keyword Density > 10%

71 Page Content Keyword Prominence Google pays close attention to WHERE a keyword appears on your page. The earlier it appears, Google s thinking goes, the more important it must be. Ex: You want to rank a page for Weight Loss Tips : Headline #1: Weight Loss Tips:10 Strategies for Shedding Pounds Headline #2: How to Drop 10 Pounds With These Weight Loss Tips

72 Internal Links using Keywords as Anchor Text Content marketing is one part of the overall inbound marketing strategy. vs. To learn how content marketing can help your inbound marketing, click here.

73 Outbound Links Google wants to see you as an active member of the web. If you rarely link out to other resources it looks like you re hoarding PageRank for yourself. Include at least 2 outbound links to related authority sites (popular blogs, news sites and.edu and.gov resources) in your content.

74 Heading 1 Tag Your H1 tag is for your page s headline. Include your target keyword in your headline and wrap it in an H1 tag. The first instance of an H1 tag is important: All others are considered formatting. H2 and H3 tags are not as important for SEO, but they can make your content easier to read.

75 ALT (Alternative) Tag for Images For images to help with the rankings, they need: URL Caption (visible on mouse over) ALT Tag w/ keyword(s)

76 Off-Page SEO Off-page SEO gives an indication on how the world perceives your website. Refers to activities outside of your website that give your website credibility. The most important are: Link Building Social Media (Social Sharing) Social Bookmarking Inbound Digital

77 How to Improve Off-Page SEO On-Page first, then Off-Page. Most of your SEO time will be spent with off-page SEO. Build Relationships - become part of the community in the major social networking sites. Engage and share with others; Encourage social sharing of your content. Write a blog with original and unique content. Promote blog content in social media and blog directories.

78 How to Improve Off-Page SEO LinkedIn Publishing. Write a good guest blog post. Issue and promote press releases on PR websites. List your site in trustworthy directories, especially for local businesses.

79 SEO vs. PPC

80 Local Search Inbound Digital LLC

81 Optimize for Local Search According to Google, over 70% of all online activity is related to local searches. An estimated 1 in 3 customers will do a local search on a smartphone before visiting a store. Customers use local search to learn about the businesses in their area and evaluate which ones to patronize.

82 Optimize for Local Search Google My Business: Get your business hours, phone number, and directions on Google Search and Maps. Gets your listing in front of your customers for local searches. Google reviews. Clicking to get directions.

83 Optimize for Local Search Google My Business: Get your business hours, phone number, and directions on Google Search and Maps. Gets your listing in front of your customers for local searches. Google reviews. Clicking to get directions.

84 Optimize for Local Search Add you business address, contact information, hours of operations, & map to the header/footer of your website. Set up Your Business Listing on the Secondary Search Sites: Bing Places Yelp and other local directories and review sites Social Media Facebook Make sure you listings are accurate and consistent

85 Paid Search Inbound Digital LLC

86 Paid Advertising (PPC) Buying visits to your website, rather than attempting to earn those visits organically. Search engine advertising is one of the most popular forms of PPC. Social media platforms offer paid advertising in the form of ads and sponsored posts.

87 Keyword bidding strategies Cost Per Click (CPC) costs nothing until your ad is clicked, then you re charged your winning bid amount. Use if website traffic is key to your objective. Cost Per Impression (CPM) costs your winning bid for every 1,000 displays of your ad, even if nobody clicks it. Use if brand reach is key to your objective.

88 AdWords Auction

89 AdWords Auction

90 AdWords Auction

91 How Quality Score Affects Ad Rank For every search that triggers an auction, Google calculates an Ad Rank: Your ad's expected CTR: This is based in part on your ad's historical clicks and impressions. The quality of your landing page: How relevant, transparent, and easy-to-navigate your page is Your ad/search relevance: How relevant your ad text is to the search query. By improving these factors you can help improve the quality components of your Ad Rank.

92 Expanded Text Ads

93 Ads With Extensions

94 Summary No website is perfect in every component of SEO. No company can always develop a winning ad. Prioritize according to resources. Focus on the things you do well, and improve on your weaknesses. If you are a local business, optimize for local searches. SEO and PPC are more of an art than a science, especially for businesses with no online history. Test/Experiment Measure Adjust.

95 Competitive Analysis Inbound Digital LLC

96 Competitive Analysis

97 Competitive Analysis

98 Competitive Analysis

99 Competitive Analysis Free Tools SimilarWeb: SEMRush: Website Grader: website.grader.com Moz Open Site Explorer: moz.com/researchtools/ose/

100

101

102

103

104

105 Marketing Analytics Inbound Digital LLC

106 Why Use Analytics? Measure results to see the effectiveness of your marketing and social media programs: to identify what works, to help you make better decisions, and to focus more of your investment in the most productive areas. Monitor on-going performance, make changes, as needed, until you ve achieved your goals. Am I getting the behavior I want (conversions)?

107 Social Media & Metrics Social Media Website analytics measure: Social engagement (clicks, Likes, follows, comments, shares, etc.) Impressions (reach) how many people see your promotion. Your influence within your industry. Analytics measure Opens and CTR They don t measure the effects of social media/ interactions with your website and the effects your campaigns have on business.

108 Website Metrics Use Google Analytics or a similar tool to monitor and measure the effect that social media engagement has on your website traffic. Website Traffic to look at: Who is visiting your website: new vs. repeat. How are they finding you: search, ads, social media, What are visitors doing when they get to you site.

109

110 Am I Getting My Desired Behavior?

111 Do It Wrong Quickly! Experiment to learn what works Monitor Performance Make Adjustments until you get your desired behavior (conversions).

112 Thank You! Any Questions?