HOW TO MASTER DIGITAL MARKETING

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1 HOW TO MASTER DIGITAL MARKETING Defining Industry Terms Intimidated by marketing industry terms and techie business lingo? Well then, this handy dandy cheat sheet is for you. You re welcome. Organic SEO Organic search engine optimization refers to the methods used to obtain a high ranking on a search engine results page in unpaid, algorithm-driven results on a given search engine. Methods such as boosting keywords, backlinking and writing high-quality content can all improve a site s page rank. Organic SEO can be achieved by: Optimizing the web page with relevant content Spreading links pointing to the content Incorporating metatags and other types of tag attributes Organic SEO methods mainly rely on the relevancy of the content they offer. Some of the benefits of organic SEO include: Generates more clicks as the organically optimized sites offer relevant content related to the keywords searched Search engine results last longer Builds greater trust among the users Very cost-effective when compared to paid listings Local SEO Local SEO can help your website rank higher in specific local markets. These techniques include the claiming of local directory listings, building local citations and on-page optimization. SEO has proven to be an important marketing strategy for those with physical locations. The higher you rank in search engines, the greater the number of customers you will see coming through your doors. Three things that are important to local SEO are: Optimizing your website for local searches Making sure your business appears on Google Maps 1 Utilizing localized content marketing

2 Retargeting Advertising Retargeting is a form of online advertising that can help keep your brand in front of potential customers after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don t convert right away. This is a cookie-based technology that places a small, unobtrusive piece of code on your website, which is unnoticeable to your site visitors and won t affect your site s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the internet, the cookie will let us know when to serve your ads, ensuring that your ads are served to only people who have previously visited your site. Mobile Geo-Fencing This is a location-based mobile service that lets marketers send messages to your smartphone when you enter a defined geographic area, such as a shopping mall. Steps for using mobile geo-fencing: 1. Select a targeted area around a business or a venue 2. Customers enter the business, a competitor s business, or an entertainment venue 3. Digital App based location identifier pings 4. Digital Ads serve on apps running on the target customer s mobile device, i.e., Weather, Games, News Follow that customer with reminder ads/engagements for 30 days after they have visited an event or business. 2

3 Social Media Social media marketing refers to the process of gaining website traffic or attention through social media sites. There are many factors (B2B vs. B2C, the platform, the industry, consumer habits, etc.) that affect social media strategy, but J.O. would help with building campaigns that are aligned with your overarching communication efforts (messaging, goals, creative, etc.), content development and analytical reporting. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media. 3

4 Paid Media Paid media is a good way to promote content in order to drive earned media, as well as direct traffic to owned media properties. Paying to promote content can help get the ball rolling and create more exposure. Social Media sites like Facebook and Twitter offer advertising that could potentially help boost your content as well as your website. Another way to gain more exposure for your content is to pay influencers or bloggers to tweet or share your links, impacting the reach and recognition your pieces receive. Direct Marketing Direct marketing is a type of campaign with a specific callto-action (such as an order, a visit to a store or website, or a request for further information) from a selected group of consumers in response to a communication from the marketer. The communication itself may be in any of a variety of formats including postal mail, telemarketing, direct marketing and point-of-sale (POS) interactions. Customer response should be measurable: for example, the marketer should be able to determine how many customers used a coupon. Search Engine Marketing (SEM) Search Engine Marketing focuses on purchasing ads that appear on the result pages of search engines, such as Google, which typically appear above or to the right of the content on the search result pages. Typically, the higher the fee one offers to pay for an ad, the higher the ad will appear on the page, depending upon how much competition there is to appear on that page. Google AdWords is by many measures the most popular paid search platform used by search marketers, followed by Bing Ads, which also serves a significant portion of ads on Yahoo. Most SEM efforts use a pay per click or pay per call model. 4

5 Video Advertising Online video is growing faster than most other advertising formats and mediums. We can develop 30 to 60 second videos (that can be used as Pre-Roll on Hulu, YouTube, Internet Radio, etc.) or longer three to five minute videos that are on your website or promoted on YouTube. 5

6 Responsive Web Design Google considers how mobile-friendly your website is as a ranking factor for its search results. A site is mobile friendly when the design responds to the user s behavior and environment based on screen size, platform and orientation. As a user switches from their tablet to their phone, the website should automatically switch to accommodate for resolution, image size and scripting abilities. In other words, the website should automatically respond to the user s preferences. This would eliminate the need for a different design and development phase for each new gadget on the market. Also, Google prefers responsive design, where the URL and the HTML remain the same. 6

7 Sources Cory Janssen Patrick Sexton Kayla Knight AHeqMKM8nXhV8P5s8v8XSY1dCAsp35rREdYyN0O0zOPfzr6YaAoXk8P8HAQ Lauren Brousell Star-Telegram Media Services Erica Machin, Titan SEO Margaret Rouse Most SEM efforts use a pay per click or pay per call model