Digital Marketing Presentation v2.1

Transcript

1. Digital Marketing And Some of Its Magic ❇ Questions are welcome!
2. Discussion Topics Conversion Optimization (CO) – The Umbrella Goals & KPI’s Prioritize with ROI Search Engine Optimization (SEO) Pay-Per-Click (PPC) Display Media Email Marketing Information Architecture (IA) Sitemaps, Wireframes, Card Sorting, Usability (UI), User Experience (UX), A/B Testing Digital Marketing Introduction | © 70kft.com
3. “ SEO: What is all of this… Digital Marketing Introduction | © 70kft.com
4. SEO: Search Market Share in US Digital Marketing Introduction | © 70kft.com
5. “Webmasters can improve the rank of their sites by creating high-quality sites that users will want to use and share.” -Google a.k.a the goog Digital Marketing Introduction | © 70kft.com
6. How do search engines even work? Digital Marketing Introduction | © 70kft.com
7. SEO Keyword Research On Page SEO Title Tags Alt Text Anchor Text H (header) Tags URL structure Speed Off Page SEO Link Building Local Listings Social Signals SEO is scalable Digital Marketing Introduction – Lunch & Learn | © 70kft.com
8. Digital Marketing Introduction – Lunch & Learn | © 70kft.com White Hat (good) & Black Hat (shady)…
9. Keyword stuffing does not look natural. Digital Marketing Introduction – Lunch & Learn | © 70kft.com
10. Digital Marketing Introduction © 70kft.com SEO: Measuring Success
11. SEO: Not Provided  No, seriously… Digital Marketing Introduction | © 70kft.com
12. SEO: It Changes Digital Marketing Introduction | © 70kft.com
13. Digital Marketing Introduction | © 70kft.com
14. “ PPC: What is all of this… Digital Marketing Introduction | © 70kft.com
15. SEM & Pay-Per-Click [PPC] Google AdWords Bing Ads & Yahoo What about Facebook, LinkedIn, Twitter, Pinterest, Instagram… Digital Marketing Introduction | © 70kft.com
16. SEM & PPC Pay-per-click is calculated by dividing the advertising cost by the number of clicks generated by an advertisement. The basic formula is: Pay-per-click ($) = Advertising cost ($) ÷ Number of Clicks (#) Pay-per-click vs Pay-per-impression Digital Marketing Introduction | © 70kft.com
17. SEM & PPC Search Network vs Display/Content Network Digital Marketing Introduction | © 70kft.com
18. Key Benefits of SEM & PPC Instant results Scalable results based on budget You only pay when someone clicks on the ad PPC advertisers can choose the geographic location for the display of PPC ads Real-time "Trackability” Digital Marketing Introduction – Lunch & Learn | © 70kft.com
19. SEM & PPC: Keyword Research Digital Marketing Introduction – Lunch & Learn | © 70kft.com
20. Display Advertising Cost per impression or CPM (1,000) Digital Marketing Introduction | © 70kft.com
21. Display Advertising Text Ad vs. Display Ads vs. Rich Media Ad Digital Marketing Introduction | © 70kft.com
22. Landing Pages Send people to a relevant and targeted page Remove the clutter Keep the initial reading to a minimum Use facts, endorsements, testimonials Understand the 5 second rule Know your call to action Refine constantly Digital Marketing Introduction | © 70kft.com
23. Landing Pages – 2012 Digital Marketing Introduction – Lunch & Learn | © 70kft.com
24. Landing Pages – 2015 Digital Marketing Introduction – Lunch & Learn | © 70kft.com
25. Landing Pages – 2015 Digital Marketing Introduction – Lunch & Learn | © 70kft.com
26. Provide motivation, incentive, clear value prop and build trust Reduce anxiety and friction Micro decisions vs. Macro decision Digital Marketing Introduction | © 70kft.com
27. A/B Testing In a nutshell, A/B testing can be seen as allowing website visitors to vote with their clicks for which content they prefer and will stand the most chance of their proceeding to a defined goal. Control and a variant Digital Marketing Introduction | © 70kft.com
28. Information Architecture A website’s (or digital experience) information architecture has two main components: • Identification and definition of site content/functionality • The underlying organization, structure and nomenclature that define the relationships between a site’s content/functionality Digital Marketing Introduction – Lunch & Learn | © 70kft.com
29. Sitemaps Digital Marketing Introduction – Lunch & Learn | © 70kft.com
30. Card sorting + data = sitemap/wireframes Digital Marketing Introduction – Lunch & Learn | © 70kft.com
31. Wireframes & IA Diagrams Digital Marketing Introduction – Lunch & Learn | © 70kft.com
32. Wireframes & IA Diagrams Digital Marketing Introduction – Lunch & Learn | © 70kft.com
33. Wireframes & IA Diagrams Digital Marketing Introduction – Lunch & Learn | © 70kft.com
34. Conversion Optimization …We’ve heard you say this, and we’ve read your emails, would you please just explain it. Digital Marketing Introduction – Lunch & Learn | © 70kft.com
35. Conversion Optimization “Knowing where users come from, what they do when they're there, why they do it, and how to make that experience better from every source possible - conversion optimization.” -Danny Oncina Digital Marketing Introduction – Lunch & Learn | © 70kft.com
36. Overconfidence Don’t be complacent. Remember that there’s always another percentage point of conversion waiting around the corner to be squeezed out of your customers. Digital Marketing Introduction – Lunch & Learn | © 70kft.com
37. “Set goals for your business. They are the building blocks for strategy and direction.” Digital Marketing Introduction – Lunch & Learn | © 70kft.com
38. Digital Marketing Introduction – Lunch & Learn | © 70kft.com
39. CO, A/B Testing, Multi Variant Testing allows digital marketers to ensure that visitors are being shown the right offers, content and layout to convert them to sale, registration or the desired action once they arrive at the website. Digital Marketing Introduction – Lunch & Learn | © 70kft.com
40. Digital Marketing “Your job is not to deliver reports. Your job is to effect change.” -John Doherty Distilled Digital Marketing Introduction – Lunch & Learn | © 70kft.com
41. Digital Marketing Introduction – Lunch & Learn | © 70kft.com Thank You!