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Digital Marketing: The Essential Toolkit
The document outlines principles of digital marketing, emphasizing the importance of understanding customer needs and selecting appropriate e-business models to drive online success. It discusses strategies such as search engine optimization and social media engagement while highlighting best practices for website development and performance measurement. Key tools and techniques for building online traffic, creating engaging content, and measuring return on investment are also provided.
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Digital Marketing: The Essential Toolkit
- 1. Digital Marketing Usingthe web and online tools to access new markets. www.sasktrade.sk.ca www.harleyrivet.com
- 2. Presenters Harley RivetHarley Rivet Consulting www.harleyrivet.com [email_address] Dan Maynard Sask Trade & Export Partnership www.sasktrade.sk.ca [email_address]
- 3. Agenda Principles ofDigital Marketing Website Strategy Best Practices Search Engine Optimization Inbound Marketing – Social Media Best Practices – Traffic Building Tools & Tips Measuring Performance
- 4. Principles of DigitalMarketing
- 5. Not exactly…need topromote to get visitors. Right e-business model+right targeted traffic+right channel = success online. Knowing your customer will help to define how to reach them with the right message and the right communication channel. Build it and they will come?
- 6. Mainstream web businessmodels: - Lead generation - Product information and sales team support - Fulfillment (e-commerce/shopping cart) - After care service – customer service - Branding - Affiliate marketing Choose an E-Business Model
- 7. Targeting Traffic Whereis your audience & how to reach them? - Keywords are critical for direction - Search engines are a primary vehicle - Customer insights will guide keyword research - Pick the right channels and promotional mix
- 8. Website Strategy Best Practices
- 9. Rules of DigitalMarketing Attract Visitors Convert Visitors to Leads Analyze and Measure ROI Modify Accordingly
- 10. Tips for arock solid website 1. Clear objectives with a call-to-action. 2. It's about the visitor not you or your boss. 3. Focus on good content. Use multimedia. 4. Prioritized navigation & consistent design. 5. Compliant with web standards.
- 11.
- 12. Search Engine OptimizationOrganic Search Results: Listings on search results because of their relevance to the search terms and popularity of links to the site. Google Page Rank: Link Popularity: Number of sites linking to you. Link Reputation: Quality of the sites linking to you based on topic relevancy between the site where the inbound link resides and your web page topic.
- 13. Link & PopularityExample
- 14. SEO Objectives Goalis to get to first page of results since most users do not go past first three pages. Understand the words and phrases being used to search for your product/service. Select keywords/keyword phrases that are in high demand with little competition. Use Pay-Per-Click advertising to buy your way to the first page, but don't rely on it.
- 15. Keyword Choice *Termswith high demand and low competition* “ beef” = 85,000 searches/month Competition = 55.7 million pages! VS “ angus beef” = 1,094 searches/month competition = 1.7 million pages! *Use Google AdWords to research keywords*
- 16.
- 17. SEO Tips Easy-to-readtext and use relevant words Descriptive page titles, headings, and url's Links, links, links and XML Sitemap Keyword rich navigation Bad: “Click Here” / Good: “SEO Tips eBook” Good content will earn links and visits
- 18. The Ideal Site, Then What?
- 19. Inbound Marketing BlogsFlikr YouTube FaceBook eMail PPC Links LinkedIn Twitter Website
- 20. Social Media EnvironmentMoney isn't the capital of choice in online communities. It's social capital and how to raise it to build trust. Social is the behavior. Media are the channels. Resist flavor of the month. Have objectives.
- 21. YOU Online Community Social Networks Email Wiki Reviews Word of Mouth Influencers RSS Website Comments Blogs Ratings Tweets Advocacy Trial Awareness
- 22. Rent eyeballs (Ads) VS. Build a platform (Oprah)
- 23.
- 24. TALKING AT ENGAGEMENT& PARTICIPATION
- 25.
- 26.
- 27. Stages of SMEngagement 1. Listening 2. Talking with 3. Energizing (People talking about you) 4. People helping people 5. People helping you
- 28.
- 29. The Medium isthe Message Research is the primary activity on the web so, marketers must become good publishers. --Every company is now a media company-- Publish – Appear – Connect
- 30. Publish Blogs / Vlogs / Podcasts WordPress, eLance, YouTube, iTunes Webinars WebEx, GoToWebinar, DimDim eNewsletters / eMail Marketing MailChimp, AWeber, ConstantContact Presentations & Whitepapers Scribd, SlideShare, SlideRocket
- 31. Appear Own youridentity across the web NameChk & KnowEm Pick the best channels and focus efforts FlowTown Utilize multimedia. Video is SEO gold. TubeMogul & HuloMedia Use social media as a distribution engine
- 32. Connect Ensure communicationcycle continues Commit to consistent and frequent activity Call-to-action (follow me, get quote, etc.) Provide value to earn action Opt-in permission: Keep it simple! One click sign-up, two field registration
- 33. Essential Toolkit BloggingTwitter Research, contacts, thought leadership, news LinkedIn Networking, recruitment, awareness, expertise YouTube How-to, virtual tours, event coverage, demos Facebook Public “Page”, photos, videos, apps, ads
- 34. Measuring Performance ROIWhat is your return on ignoring?
- 35. Analytics & Metrics- Easier to track than other media channels - Connect activity to objectives - Track where users are coming from - Know most popular pages and gain insights - It’s about conversion - Fail fast. Try again. Measure.
- 36. Monitoring Free BasicTools Google Analytics / SocialMention / Google Alerts Enterprise Tools webtrends / iTracks / Radian6 / ScoutLabs
- 37. Know your audienceand their behaviors. Build a solid hub with keyword rich content that converts visitors to actions. Surround hub with activities that integrate with each other and align with objectives. Choose the right tools for the job. Measure, monitor, maintain and modify. Summary
- 38. Discussion Harley RivetHarley Rivet Consulting www.harleyrivet.com [email_address] Dan Maynard Sask Trade & Export Partnership www.sasktrade.sk.ca [email_address]