Digital Marketing. Gabrielle K. Gabrielli, Ph.D.

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1 Digital Marketing Gabrielle K. Gabrielli, Ph.D. 4 April 2012

2 Ground Rules Silence any technology that makes noise (cell phones, especially!) Participate fully Arrive on time Complete any assignments to keep up with the course content each week

3 Introductions Name Business(es), organization(s) What is your brand? Experience with marketing Current web presence Who are your competitors? What you hope to learn from this course

4 Benefits of this Course The course is fully customized to your businesses and your needs. Following each class, all content and tools will be placed on the course website for your convenience. My goal is to simplify complex concepts and to provide you with free tools for you to improve your marketing efforts after this course.

5 Tentative Schedule Digital Marke,ng Course 4 April 11 April 18 April 25 April 2 May LinkedIn, Pinterest, Websites, Metadata, Search Engine Op,miza,on, Social Networking Facebook Pages, Fans and Events, YouTube, TwiJer, Cross Promo,on Campaigns, Blogs, Facebook Campaigns Market Research, Compe,tor Analyses, Customer Feedback, Tes,monials Search Engine Rankings, More on SEO, E Commerce TBD Virtual Progress Reports and Ac,on Plans for Digital Marke,ng

6 Overall Course Objectives Leverage digital marketing for campaigns, contests, promotions, and effective social networking including via Facebook, YouTube, Pinterest, and LinkedIn. Write effective metadata, use cross-promotion, and implement other Internet, video, and multimedia strategies to improve search engine rankings. Effectively use branding, blogs, and other tactics to advance marketing. Conduct beneficial research to be responsive to target consumers and generate leads, increase sales, and enhance market reach. Achieve better results with marketing spending and track return on investment.

7 Today s Learning Objectives By the end of this session, participants will be able to: Explain general consumer behavior. Leverage the power of social networking. Use effective free tools to improve search engine rankings and brand reinforcement. Describe how to get the greatest return on investment with digital marketing. Apply what was learned to your own situations, regardless of constraints of resources.

8 Consumer Trends Technology-focused Web 2.0 moving to 3.0 Social networking Search-engine driven Green Information-driven, changing frequently Throwback It is all about relationships. People want a voice, not a hard sell. Consumers are tired of technology barriers.

9 Social Media Revolution GekQ 2012 version

10 Facebook Changes

11 Facebook Surpasses Google * Source: ComScore, Dec. 2010

12 7 Online Marketing Trends It's not just mobile! Consumers are device indifferent. 2. Social media marketing grows up and moves out of marketing. 3. Content marketing makes brands media. 4. Real time matters more than ever. * Source: ClickZ, Jan. 2012

13 7 Online Marketing Trends isn't dead (yet!). Communication counts. 6. Commerce happens everywhere. 7. Actionable metrics count, not just collecting big data. * Source: ClickZ, Jan. 2012

14 Smartphones = Smart Consumers

15 Traffic Volume by Device

16 Content Marketing A marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer action. Communicating without selling

17 Social Media Marketing - SMM Use of social networks, online communities, blogs, wikis, or any other online collaborative media for marketing, sales, public relations and customer service Includes writing content that is remarkable, unique, and newsworthy. This content can then be marketed by popularizing it or by creating a viral video on YouTube and other video sites.

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19 Recent Research - Q % of social media users follow a brand. 60% create reviews. 37% of mobile phone users access social media from phones; social networking is 2 nd most valued feature to GPS. People aged are majority, 62% female. African Americans more highly represented on Twitter than other social networks. Nielsen s Q Social Media Report

20 Social Media Spending emarketer.com, retrieved 14 Oct. 2011

21 Top 10 Websites * Source: Experian Hitwise, April 2012

22 Top 10 Social Networking Websites * Source: Experian Hitwise, Oct. 2011

23 Top 10 Social Networking Websites * Source: Experian Hitwise, April 2012

24 Commerce Happens Everywhere * Source: comscore, Jan. 2012

25 Keys to Marketing Success Have a website Domain name should be easy to remember, no dashes, and search engine friendly. Businesses should have.com. Nonprofit organizations should have.org. Educational institutions should have.edu. Buy more than one domain and mirror it! Domain names can be bought for <$10/yr. My favorite places to buy are ADimeADozen.com and GoDaddy.com. Hosting varies but $35 per month for small business is typical (more for e-commerce).

26 Keys to Marketing Success Have an effective LinkedIn profile Get to 100% completeness Connect with everyone who may be a customer Join industry groups Customize your public profile link Customize your website links Connect your Twitter account if you have one Cross-promote Include LinkedIn link in all communication Include LinkedIn link on website and FB page

27 LinkedIn Set custom URL to make it more shareable and search engine friendly Example: versushttp:// su

28 Set Custom URL in LinkedIn You can customize your public profile URL when you edit your public profile from the Settings page. Go to Settings and click "Edit your public profile". In the "Your public profile URL" box on the right, click the "Customize your public profile URL" link. Type the last part of your new custom URL in the text box. Click Set Custom URL

29 Keys to Marketing Success Have an effective Facebook business page Unless you are part of an organization that has its own and regulates others, this should be separate from your personal page Invite everyone who may be a customer Customize your Facebook domain name Cross-promote Include Facebook link in all communication Include Facebook link on website and LinkedIn

30 Keys to Marketing Success Optimize your website Search engine friendly No errors including technical Simple but elegant Easy to navigate Quick page load time Accessible to everyone (includes no Flash!) People with disabilities Mobile devices Include Call to Action

31 Keys to Marketing Success Add testimonials Quotes from happy clients Should be on your website Get recommendations on your LinkedIn profile Create a blog Update at least once every 2 weeks Use search engine friendly titles and content Develop lists such as 7 ways to...

32 Keys to Marketing Success Create a YouTube business channel If you already have a personal account, log out then create a new account. Customize URL to be search friendly Should be on your website Create a video Start with one and plan to develop more Use search engine friendly titles and content Make it interesting, informative, and fun! Allow embedding

33 Keys to Marketing Success Create a Twitter account Even if you don t use it, create one Automatically update it via your Facebook business page Cross promote Cross-link to instantly update your Twitter page through Facebook Cross-link to instantly update your LinkedIn page through Twitter

34 Keys to Marketing Success Maximize your Mine data on your website to capture addresses Offer contests to capture addresses The best customer is an existing customer; do what you can to keep them engaged Communicate effectively Don t send s more than once per week Always cross-promote your Facebook, LinkedIn, YouTube, Pinterest, and Twitter accounts