ama digital marketing strategy 101
TRANSCRIPT
AMA in the AMDigital Marketing Strategy 101 – Back to Basics
Digital Marketing Simplified
Acquire Convert Engage
Strong WebsiteGet the right users. Ensure they enjoy it.Make sure it works.
Digital Marketing
User Experience
Technical Details
Without all the pieces…
Before you startBusiness model. Audience. Framework. Story.
Business Model
Audience
Framework
Population Target Audience Prospects Customers Loyalty
Know your story
CYAFocus on goals. Always be testing. Don’t ignore offline.
The RIGHT metrics
Test. Test. Test.
Remember to Mix it Up
…or…
SEO & SEMWhat you need to know.
SERPs = Answers
• Algorithms sort by relevance and rank by popularity• 1,000s of variables• User-specific results• SERP Listing:
SERP Page
Focus on users
• Content for audience, not search engines• Have clear hierarchy• Include relevant links• Quick load time• Readable URL structure
Behind the scenes
• Meta data• Alt tags• Avoid content in images, flash, etc.
How people use search engines
General Process
1. Needs information2. Formulates thoughts into a query3. Enters query to a search engine4. Browses results5. Picks a link6. Scans page for solutions7. Unsatisfied goes back to search8. Refines query for more information
Typical Queries
• Do - Transactional– Buy tickets– Listen to a song
• Know - Informational– Find information
• Go - Navigational– Use to get somewhere, ex. NFL.com homepage
Limits of Search Engines
On the run
• Always changing– Algorithm regularly updated– Customizing based on users
• Can’t login– Content behind walls
• Easily confused– Duplicate pages– Base link structure– Too many links is overwhelming
Can’t Read Design
Ensure Google Can Read
• Alt tags on images• Include transcripts for videos• Supplement flash or Java plugins• Supplement search boxes with navigation and crawlable
links– Anatomy of a link
• <a href=http://www.site.com/>anchor link</a>
Play Nice
• Don’t be a bully– Stuffing keywords– Irrelevant links– Scrapping content
• Follow the crowd– Give it something to talk about, new content– Social sharing value– Know it picks favorites
• Make friends– Get links
Good On-Page Optimization• Broad keyword use in page title• Accessible to search engines• Only one canonical URL• Avoid keyword stuffing in document,
title, and URLs• Avoid multiple page title elements• Exact keyword use in page title• Keywords in meta description• Sufficient characters in content• Use static URLs• Sufficient words in content• Use meta descriptions• URL uses only standard characters
• Keyword in image alt attribute• Exact keyword used in document at least once• Use keyword in URL• Keyword placement in page title• Avoid too many internal and external links• Minimize URL length• Optimal page title length• Only one meta description• Optimal use of keywords in H1 tags• Use external links• Optimal meta description length• Include a Rel Canonical tag
Keywords
Play Nice
• You can’t buy rankings• Search engines are getting smarter, learn with them• It’s an ongoing battle• You can get blocked• It’s hard to come back
Long tail vs. Short tail
Start with yourself
• Is it relevant? • Will users be happy with the results? • Will users who care benefit from our efforts?
Analyze Metrics
• Ad reaches 5,000• 100 clicks• 3 converted for $300 profit (not revenue)• Means each visitor is worth $3 to your business
• Find out possible click-through rate for #1 ranking• In this case 18-36%• With 5,000 reached, 900-1800 visits per day• At $3 per visitor = $1-2 million per year
Search Engine Marketing
Variations
• Search• Display• Remarketing• Mobile
Setting Up Account
Campaign
(Specific Goal)
Ad Grou
p
Ad Grou
p
Ad Grou
p
ExampleSell more
coffee
Gourmet coffee beans
Shade-grown and organic
coffee
Organic coffee
Natural coffee
Flavored coffee beans
Vanilla coffee
Hazelnut coffee
Now What
• Writing strong ads• Landing pages• Conversions• Own your branded searches
• Prevent news outlets/other sites from controlling your story• Make it easy to find everything
What is content marketing?
Content Marketing
• Any marketing that involves developing content to acquire and retain customers
• Distributed through a variety of channels• Very time consuming• Use to guide through sales process
Awareness Consideration Research Validation Purchase Loyalty
Process
Plan
Develop
Distribute
Measure
Challenges
• Being engaging• Producing enough• Budget
• Understanding ROI• Lack of executive buy-in• Producing variety
Too much for an hourKeep learning through Towson University’s continuing education digital marketing program.
Things We Skipped
• More details on everything covered• Understanding your audience• Planning a campaign• Setting a budget and schedule• Choosing outlets• Evaluating effectiveness• Reputation management
• …and that’s just my class.
Course Overview
• Three courses:– Digital marketing strategy– Web and mobile design, usability and optimization for the
practitioner– Conversion optimization for the practitioner
Details to know
• Class at Towson University building• Free parking• Each class:
– Twice a week for three weeks– Monday and Wednesday 6-9
• February 15 to April 13• No homework• Tuition: $2,599
Find out more & register
continuingeducation.towson.edu/digital-marketing
Jennifer DodsonChief Creative OfficerAdashmore Creative