Digital Marketing 101

Strategic Planning, search engine optimization, programmatic advertising, paid search, display advertising, video advertising, social media, email marketing, crm automation, Web analytics

Transcript

1. Silicon Beach Digital Marketing for Start Ups & Small Businesses Tuesday, October 6, 15
2. Content • Strategic Planning • Digital Marketing • Search Marketing – Search Engine Optimization (SEO) – Local Search Presence – Paid Keyword Search Advertising (PPC) • Display & Video Advertising • Social Media – Social Media Presence – Social Media Advertising • Programmatic Advertising • Email Marketing Automation • Content Marketing • Mobile optimization • Technology, Data & Analytics • Quantitative Digital Marketing Econometrics • References 5/19/16 Silicon Beach Digital Marketing for Startups 2
3. Digital marketing borrows from your strategic planning • Dictates Positioning, Target audiences, Value Proposition, Messaging etc • Messaging is the foundation of your communication • Success is 5% strategy & 95% execution Strategic Planning Positioning Most Valuable Audiences Value Propositions Messaging Calibration Programs & Campaigns Predictive Analytics 5/19/16 Silicon Beach Digital Marketing for Startups 3
4. Digital Marketing Definition • What is Digital Marketing – Many things to many people, been evolving over time and driven by innovation, will keep evolving at faster pace – How you tell the story of your business; is about delivering the right message to the right person, at the right time, in the right context (geo, device …) – Intersection of many disciplines: marketing communication, technology, data & analytics, some more creative functions • Why Important – Content consumption has shifted online, over 60% of media consumption happens online – Advertisers follow consumers online – Your prospects and customers are online, having conversations about your brand/category • You need to be part of the conversation • Build captive audiences on Facebook and other channels, part of your marketing assets • Digital over Traditional – Digital so much more powerful: formats, scheduling, targeting, analytics, budget control – Inexpensive: allows for automation and cost efficiencies – Traditional advertising was often perceived as a cost center, Digital Marketing is all about return-over-advertising-spend • Have Digital Marketing Goals – Brand Awareness – eCommerce transactions – App download – Web site behaviors – Leads: Phone calls, Emails, Contact Forms, Walk-ins 5/19/16 Silicon Beach Digital Marketing for Startups 4
5. Converting Your Most Valuable Audiences from Brand un-Awareness to Repeat Purchases & Advocacy balancing short term revenue generation to fund long term brand investment Advocacy Referrals Repeat Purchase & Loyalty Intent Activation & Purchase Prospects Interest & Engagement Research & Consideration Set Brand Positioning Brand Awareness 5/19/16 Silicon Beach Digital Marketing for Startups 5 Digital Marketing programs Web Site Optimization Search Engine Optimization (SEO) Local Presence Social Media Presence Ecommerce feed integration Email Marketing Automation Content Marketing Online Advertising Campaigns Paid Search Social Media Engagement Campaigns Display Advertising / Video Mobile Campaigns Native Advertising Conversion Funnel Optimization Leads Phone Calls Email Signups Ecommerce Sales Brand Awareness Profitable Econometrics Model for Scale
6. Search Engine Optimization (SEO) • Definition – Process of driving qualified visits from organic search results – Getting high rankings for specific search queries • Why is Search Engine Optimization important – Your Web site is your most valuable converting asset – Search extends your hours and brings you buyers – If you don’t rank, your competitors will – Search makes you a smarter marketers – SEO is part of your marketing asset • Do what is fundamentally right for users – Common sense, and Google will reward you – Is your site useful? – What do you offer that others don't? – Forget black-hat optimization, Google will catch you and penalize your site's ranking 5/19/16 Silicon Beach Digital Marketing for Startups 6
7. Search Engine Optimization (cont.) • Ranking factors – Technical • Meta tags: Title, Description, Keywords • Mobile friendliness • Speed • <H1… headers, https, Clean URL’s, Robot.txt, Sitemap.xml – On-Page • Content – Keywords density, text/html ratio, images … – No duplicate content – Structured data & Instant answer semantic • Image optimization • Internal linking – Helps to improve your ranking for certain keywords – Helps Google to crawl the site • Usability & Readability – Off-Page • Backlinks and Deep linking • Quality and relevance of your links matter • Social signals (likes, shares, +1’s …) • Analytics, Engagement & Traffic/Query data – Content more important than ever • Challenges – Lack of control, ranking factors are opaque, constantly chang – Long term investment, with a premium – CMS: Wix, Wordpress, Drupal … go standard • Tools – Google Search Console & Bing Webmaster tools – Google Analytics – Raven, semrush.com, woorank.com, claritygrader.com, monitorbacklinks.com… 5/19/16 Silicon Beach Digital Marketing for Startups 7
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9. Local Search Presence • Critical for Retail & Services businesses, important for all • Networks – Yelp, yp.com, Yahoo! Local, Google+, Bing Places, Apple Maps, LinkedIn – Vertical local directories: Chamber of Commerce, Lawyers, financial services … • Organic and Local search deliver the highest quality leads • Local Search Engine Optimization – Name Address Phone number – Reviews – On-page: local terms – Link building • Tools – moz.com, yext.com 5/19/16 Silicon Beach Digital Marketing for Startups 9
10. Paid Search • Definition – Drives traffic to your website when certain keywords are entered into a search engine – Captures user’ intent – Immediate impact – SEO is challenging • Networks – Google Adwords & Partners, Bing & Yahoo! • Targeting – Semantic: Broad, Exact, Phrase, Negative – Device: mobile & desktop – Location & Language • Components of text search ad – Headline: short, attention-grabbing headline – Description: your product or service in a few words to entice customers to click on your ad – Display URL: clues customers in on the company • Landing Pages • Challenges – Gets complicated quickly: settings, targeting options, optimization strategies – Short term marketing rental • Do It Yourself Tools – Google Keyword Planner – Google AdWords Editor & Bing Ads Editor – wordtracker.com, wordstream.com, ubersuggest.org, spyfu.com, keywordtool.io, keywordspy.com 5/19/16 Silicon Beach Digital Marketing for Startups 10
11. Display & Video Advertising • Definition – Banner advertising, combining text, images rendered in a variety of formats, placed alongside websites contextual content – Brand Awareness & Positioning, longer term impact • Video Advertising – More begin their search with video – TV is still the largest advertising format in the US – Digital will take over in 2018 – Millenials watch more than 22 hours of online video a week • Targeting – Demographic: age, gender, wealth, title … – Geographic: country, state, county, city, neighborhood, postal code, latitude and longitude boundaries or radius – Interest: visitor’s browsing behavior, sports, cooking, politics, etc. – In-Market: researching or shopping. – Contextual placement: News, sports, food … – Device Targeting – Day-parting 5/19/16 Silicon Beach Digital Marketing for Startups 11
12. Social Media Presence • Definition – Social media aids in public relations, as a distribution channel and a means of generating online buzz – Building Reputation, Credibility & Trust • Networks – Facebook, Twitter, LinkedIn, Youtube, Instagram, Pinterest – Vertical networks: Crunch Base, Angel List – Blog • Why investing time in Social Media – There are 2.4 billion conversations about brands every day – Social Insights – Customer Service – SEO signal: shows up on SERP 1 for Brand searches • Checklist – Beautiful profiles with consistent Messaging – Reserve Your Custom URL – Link to your property • Updates – Complete your profiles – Choose topics that resolve pain points, along to buying cycle – Social Media editorial calendar – Facebook: Custom Tabs & Call to-Action – Daily • Respond to inbound social messages • Monitor and respond to brand mentions • Create conversations with brand advocates • Find and engage with potential customers • Monitor the competition – Weekly • Engage with thought leaders • Engage with marketing partners • Run social media analytics – Monthly • Audit your strategy • Attend local events • Tools – hootsuite.com, mention.com, socialmention.com, brand24.net, tweetreach.com, buzzsumo.com, ahrefs.com, followerwonk.com 5/19/16 Silicon Beach Digital Marketing for Startups 12
13. Social Media Advertising Campaigns • Networks – Facebook, Twitter, Pinterest, Instagram, LinkedIn • Targeting – Facebook • Location, Age, Gender, Languages, Relationship, Education, Work, Financial, Home, Ethnic Affinity, Politics, Life Events, Interests, Behaviors, Device • Custom audience by uploading a list • Lookalike audience • Website ReTargeting – LInkedin • Location, company name, industry, company size, individual job title, function, seniority, member skills, schools, what degree they have and field of study, member groups they participate in, gender and age – Twitter • Target competitors, brands, industry media, influencers, and those with a similar audience and following • Metrics – Performance: reach, frequency, clicks – Engagement: Page likes, Comments, Sharing, video views – Website conversions: downloads, contact page, purchases, app installs … 5/19/16 Silicon Beach Digital Marketing for Startups 13
14. Programmatic Advertising • Definition – Automation of buying and selling ad placements – Manages and forecasts the best mix of search, display and social ads based on a set budget • Optimization – Exceptional targeting efficiencies allows for optimal campaign against very precise metrics and Return-Over- Advertising-Spend (ROAS) • Technology – Real-Time Bidding (RTB), Algo, rules, … • Metrics – Impressions, Reach: CPM – Clicks: cost per click, CTR – Conversions: Conversion rate, Cost per Conversion (CPA) • Bidding Strategies – CPC bidding – CPA bidding – Flexible Bidding 5/19/16 Silicon Beach Digital Marketing for Startups 14
15. Programmatic Advertising (cont.) 5/19/16 Silicon Beach Digital Marketing for Startups 15
16. Email Marketing Automation • Definition – Email marketing captures your Most Valuable Audience – Part of your marketing assets • Grow your List – Add email capture form on Web site & Facebook – Add a link to your email signature – Publish link to Facebook, Twitter, LinkedIn – Create high-value downloads such as white papers – Add a QR code to your marketing collateral – Collect email addresses at offline events – Start a loyalty program • CRM Retargeting on Facebook & Google soon • Testing & Optimization – Calibrate Messaging, Offer, and Call-to-action – Design, size, color, placement, tone ... – From: brand, publication, name ... – Email Copy – Time • Tips – Have Marketing Goals, don’t just email – Segment every campaign to calibrate Messaging – Subject line is key – Be personal – Keep it simple – Spell out benefits – Avoid hard-sell – Clear Call-To-Action – Use P.S. line to nail down your Messaging • Metrics – Send, Bounces, Unsubscribes – Open, Click, Conversion behaviors • Tools – Email Services: Mailchimp, Constant Contact … – Landing Pages: instapage.com, wishpond.com … 5/19/16 Silicon Beach Digital Marketing for Startups 16
17. Content Marketing • Definition – Brand positioning, Trust & Credibility – Inform, engage and educate – Making your brand part of prospects' consideration sets, converting awareness into interest. • Types of Content – Blog, White Papers, Ebooks, Webinars, One-Pagers, Infographics, Video Series, Case studies, Videos, eNewsletters … • Checklist – Create a blog – Use visual content and Videos – Share / Distribute your content – Develop a content strategy that relies on your audience’s preferred search terms – Recycle content – Tone: authentic is the New Marketing – Hire a Copywriter • Metrics – Views, Unique Views, Social sharing & engagement – Conversion rate, Leads, Cost-per-lead 5/19/16 Silicon Beach Digital Marketing for Startups 17
18. Mobile Optimization • Go Native Mobile, not an afterthought – Over 50% Search Queries are mobile – Create A Mobile Responsive Website • Mobile optimization – Format Your Content To Fit Smaller Screens – Don’t Try to Capture Your Prospects’ Entire Profile with Contact Forms • Ranking factors – User Experience: Interstitials, Larger font size, Fewer ads … – Technical: Speed is a massive factor, Mobile page size … 5/19/16 Silicon Beach Digital Marketing for Startups 18
19. Technology, Data & Analytics • Marketing Automation – Web Analytics – Programmatic Advertising – Customer Relationship Management (CRM) – Email Marketing Automation • How important is the collection of data – Data makes for a more predictable world – Core to Digital Marketing efforts and decisions – You can’t improve what you can’t measure – Helps understand the marginal contribution of your marketing efforts, to your bottom line • Web Analytics – Web analytics measures clickstream – Benefits • Better understand users • Track on-site behavior: channels & paths • Develop actionable insights • Better monitor site performance – Metrics • Sessions / visits, Page Views • Bounce Rate • Unique Visitors: repeat & new • Engagement: Session durations, # of pages • Conversions 5/19/16 Silicon Beach Digital Marketing for Startups 19
20. Digital Marketing Budget Considerations • No rule • Function of – Maturity of your business – Maturity of your brand – Competitive pressures – Growth you want to drive – Capacity at delivering services & products • Short / long-term cash flow trade-offs – Companies that have invested a long time in brand development, end up with overall lower cost of marketing. • Startups have an upfront challenge to ramp up brand awareness and revenue generation • That said, once you have identified profitable channels, the limit revolves more around your capacity at delivering products and services 46% of companies spend < 9% of revenue 24% of companies spend 9 to 13% 30% of companies spend > 13% 5/19/16 Silicon Beach Digital Marketing for Startups 20
21. Econometrics Model 5/19/16 Silicon Beach Digital Marketing for Startups 21
22. References • References – Search Engine Land – Marketing Land – ClickZ – Search Engine Journal – Search Engine Watch • Conferences – SMX – Mozcon – MarTech – ClickZ Live – Inbound – Conversion Conference – Internet Summit – Content Marketing World – Pubcon – SearchLove 5/19/16 Silicon Beach Digital Marketing for Startups 22
23. About AdTech Hub Quantitative Digital Marketing & Programmatic Online Advertising AdTech Hub is a quantitative digital marketing and programmatic online advertising boutique agency in Los Angeles. AdTech Hub exists to help Small & Medium Businesses realize their digital potential and overachieve online metrics. We take a pragmatic, quantitative, and analytical approach to predictably optimizing your digital marketing investments to deliver tangible results. AdTech Hub takes subjective and approximate guessing out of the equation to rely on technology and hard data to drive quantifiable results. From Strategic Planning to campaign Tactical Execution, AdTech Hub helps customers deliver the right messages to the right audiences, at the right time, in the right geo and context. Arnaud Fischer: 20 years developing and taking to market digital Web services, search, social, content and online advertising technology platforms with Microsoft, AOL, Altavista/Yahoo! And Glam. • Search Engine Optimization • Paid Search • Local Search • Display Advertising • Social Media Campaigns • Video Advertising • Content Marketing • Native Advertising • Mobile Optimization • Email Marketing • CRM Engagement • Web Analytics 5/19/16 Quelle Histoire - Confidential 23