integrating digital and traditional marketing
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Successful MarketingIntegrating Digital and Traditional
Strategies
Internet, Email, and WirelessEvolved Marketing80% of traffic is from search enginesGoogle has about 65.5% market shareMoving targetGood content attracts visitors and links
What is Digital Marketing?
Media Usage
Don’t miss the opportunity to reach your market online!
OfflinePrintDirect MailBrochureTVRadio“Old School”
Traditional VS Digital
OnlineWebsiteSEOEmailSocial MediaMobile“New School”
Integrating traditional and digital increases conversion rates
Potential customers look you up online after seeing an ad offline
Marketers reported an average improvement of close to 50% for personalized multichannel campaigns over traditional campaigns. – InfoTrends (2007)
Integration = Success
Strong call to actionClear visual connection between digital
and traditionalEncourage prospects to connect online
through your traditional mediaTrack and measure
Integration = Success
Traditional marketing conceptWhen translated online, this is your
keywords, and how you present your content digitally
Identify your USP and talk about it everywhere
USP = Unique Selling Point
Why do you deserve to rank online? What makes you better than the competition? What makes you different / unique? What is your specialized knowledge?
Identify Your USP
Similarities:You always need a good planYou need to measure success = ROI
Differences:Digital is easier to trackDigital strategies change more quickly
and you must stay flexible
Elements of a Successful Plan
No cookie cutter approach! It’s a customized mix of the following strategies:
Keyword Supporting Content Quality Inbound Links Search Friendly Website Pay Per Click (Google AdWords) Local Search Marketing Social Networking Email Marketing Mobile Marketing Metrics Analysis
Elements of a Successful Digital Marketing Plan
Research keywords competition market
Optimization
on-site social accounts
Link Marketing get noticed social networking
Supporting Media video on YouTube social media sites create external buzz
Analysis review metrics adjust strategy based on what’s working
Digital Marketing Cycle
Research
Optimization
Link Marketing
Supporting Media
Analysis
Research
Research
Optimization
Link Marketing
Supporting Media
Analysis
Tools: Google Keyword Tool Social Media
search.twitter.comlisten to market speak
“Hints” from GoogleTips: Be specific Use geo-targeted words Explore topics of interest Consider common problems
of your market Keyword research dictates
content
Research: Keywords
Remember that prospects will see/hear your message offline, and go online to learn more. Be sure to use the same keywords across channels.
Search engines only know what you’re about from the text you use. They aren’t very intuitive.
Semantics: Offline, users see an image and know that senior=elderly. Online, you have to help the search engines understand that senior=elderly and not executive or high school or college. You do this by the other words you use in proximity
Keywords: Traditional vs. Digital
CompetitionOnline = Top ranking websites for your keywordsOffline = May be different
Competitor’s Social Media SitesWhat social sites do they use?Are users engaged?
Evaluate Competitor’s ContentWhat keywords do they use?What makes them unique?What are they doing that you can do different or
better?What specials do they offer?
Research: Competition
Google – allintitle:keyword Measures level of online competition, so you know what keywords
to target Helps you set realistic ranking goals Target more specific, less competitive phrases first
Research: Competition (advanced tip)
Social MediaComplimentsComplaintsCommon problems
Helpful Research Sites:whostalkin.comsocialmention.com
Survey your marketOnline = email, form on site, social networksOffline = direct mail, comment cards
Research: Market
Offline: Improve your serviceResolve complaints or issuesProvide new servicesBuild reputation Run specials – Understand your market needs
Online: Improve online reviews = can result in more traffic, more
visibility, and more referralsBuild reputationAdd content that your market is looking for (but not
finding elsewhere?)
Research: Market = The Benefits
Optimization
Research
Optimization
Link Marketing
Supporting Media
Analysis
Understanding how the search engines work will help you understand how to optimize for them.
Understanding How the Engines Work
This is what the user sees…
Understanding How the Engines Work
This is what the search engines see…
Understanding How the Engines Work
Traditional vs. Digital
In traditional we only have one view to consider – the end user. In digital, we have to consider the end user AND the search engine.
This is why keywords are so important, as well as other technical considerations that the user doesn’t see.
Understanding How the Engines Work
Universal & Personalized Search
Universal Search Different types of content can rank Build and optimize different types of content
to increase your reach Do some searches for your keywords to
determine what other type of content is ranking
Most likely: Maps, Places, and Blogs
Personalized Search Affected by your physical location Affected by recent queries Affected by search history Affected by settings in your Google account (5
% - 25% of your traffic may be from users who were logged into Google account while searching)
Optimization: The SEO Balance
• Technical • Content• Links
Technical
Corporate handles most of the technical details on the back end
What you can control:Title tagsMeta tags
Optimization: Technical
General Guidelines Title tags and Meta tags should be unique on every page,
relevant to the page topic, and only use words from that page Meta keywords tag
ignored by all engines so use of it won’t help it will only be recognized if you use it incorrectly then it will
hurt you Title Tag: main keyword + location | business name | more
keywords Meta Description: info about more services / keywords,
PHONE NUMBER, and location info
Optimization: Technical
Optimization: Technical
Technical: Google Webmaster Tools
Technical: Bing Webmaster ToolsBing.com/webmaster
Content
Duplicate Content Considerations Filter, not a penalty Templated content = protects your brand Localized content = adds local element, increases ratio of unique
site content Add unique content, custom pages, localized info, etc.
SemanticsKeywords should appear consistently per page throughout
various tagsFocus on USPPromo page: Don’t delete when promo is over. If page is indexed
and then deleted, users could end up on an error page from a search. Solution: Add message “This promotion has expired but please stay tuned for the next promotion”
Content: Tips
Links
Link Marketing is Social NetworkingQuality not QuantityLink TO other authority sitesLink TO related sitesBecome influential and active in your social
networksSocial media links DO helpGet Noticed Be creative!Don’t forget the “easy” links (BBB, Chamber)
Optimization: Link Marketing
Link Marketing
Research
Optimization
Link Marketing
Supporting Media
Analysis
Who links to youMake CorrectionsAvoid ResubmittingReview Analytics (referrers)Use Bing and Google Webmaster
ToolsWho links to the competition
Identify Industry DirectoriesIdentify Quality LinksIdentify Link Types
Link Marketing: Back Link Research
Library SitesMost reside on .org, .us, .gov, .eduFooter usually contains the word “library”Search for: “keyword companies links library site:.edu”
You may find advertising opportunitiesYou may find other helpful resourcesYou may find opportunities to contribute content and/or linkYou may find links to other sites or directories that will let you list your
site…and more!
Advanced Searching Tips “best keyword blog” (better for more specific keywords) “industry directory” “City business directory”
Link Marketing: Advanced Research
Link Magnet or Link Bait ExamplesInformative Educational Instructional “How To”HumorousPotential to go viralPotential to be reviewed by industry leaders Offers benefit to the user
Remember your USP
Link Marketing: Link Magnets
Blog Comment Spam = Bad Not relevant Vague: “Thank you. Great post” Gibberish Link filled comment “Name” is keyword and links to suspicious site Don’t be a comment spammer, and don’t approve spam
comments on your blog
Forum Expert = Good Be active in forum Gain positive feedback on your posts Make sure your signature links back to your site Being a forum expert earns trust and quality score for
your site
Link Marketing: Quality over Quantity
Paid Versus FreeLink should bring trafficNot all paid links are bad
General, Trusted Directories YahooOpenDirectory Business.com
Vertical, Industry Specific, Niche Directory isedb.com “Keyword” directory
“City” Directory
Link Marketing: Directories
Submit content on other relevant sites. ArticlesExpert opinionGuest bloggingCross promotion Charity work
Link Marketing: Other Opportunities
Supporting Media
Research
Optimization
Link Marketing
Supporting Media
Analysis
Your visibility can be improved by the addition, optimization, and proper use of supporting media.
Examples of supporting mediaSocial media Local search enginesEmail marketingBloggingPress releasesCoupons & PromotionsPPC (Pay Per Click)Mobile
Supporting Media: Enhance Your Digital Strategy
Creates awareness of brand/products/servicesDrives quality trafficBuilds linksHelps search rankingsIncreases ROI
Supporting Media: Enhance Your Digital Strategy
Social Media
Drives Traffic – engaging content encourages linkingReputation Management – a great listening toolBrand RecognitionBlended Results – your content on other sites gets ranked,
other content types appear in Search Engine Results
The Benefits
You must be willing and able to engageRequires constant attention and interactionHonest / Authentic messageConversation not ConversionInteracting not Advertising
Are You Ready For the Challenge?
Online (Digital Marketing)Social bookmarking (delicious.com, reddit.com)Link to social accounts from siteQR Codes
Offline (Traditional Marketing)Business CardsRadio, TV, TraditionalEvents, TradeshowsPrint (show social icons,
use of QR codes)
Promote Social Content Online and Offline
Don’t SpamBe Respectful & FriendlyIt’s OK to be a “Real” PersonProvide Quality Content – The purpose of these sites
is to share relevant content.You’re there to establish a relationship, not just to
make a sales pitch.Social Media Policy – many companies are
implementing these now.Use your “What if my mother saw this?” filter
Social Media Etiquette
Listen
Plan
Use Tools
Grow Network
Engage
Monitor/Measure
Social Media Process
Useful Research Sites and ToolsWhosTalkin.comSocialMention.comTechnorati.comblogsearch.google.comBoardReader.com search.Twitter.com
Social Media Process: Listen
Find Your Market Find Your VoiceDefine Goals
Social Media Process: Listen
Find Your Market What are they saying about:Your brandServices in generalThe industryYour competitionTheir problems, complaintsTheir hopes, dreams, what makes them happy
Find Your VoiceDefine Goals
Social Media Process: Listen
Find Your MarketFind Your Voice
HumorControversyInformationEducational
Define Goals
Social Media Process: Listen
Find Your MarketFind Your VoiceDefine Goals
Improve reputationIncrease visits/trafficIncrease leadsGenerate awarenessBuild relationshipsBuild trustFocus groupsCombat negative commentsCustomer service
Social Media Process: Listen
Focus on goalsWho and How Often: ScheduleJoin Conversation First, Then Convert Them
Social Media Plan
Who?One or more people?Who will it come from?Who will be the admin?Use internal resources
How often?Set a schedule and stick to itWhat is natural?93% of marketers use social
media, 58% 6 hours or moreTwitter Tools
Sendible.com HootSuite.com
Facebook Tools Socialoomph.com sendible.com
Social Media Plan: Assign A Schedule
FeaturesKnow the basic commands (hashtag, retweet, like, etc.)Create custom appsHide time wasting apps
Know how to login, post updates, act as PAGEBest Practices
Don't spamCreate social media policy (rules and ethics)Don't retweet too muchRemember to use keywordsCreate content that is usefulShare useful linksEstablish a relationship, don't just give the sales pitch
Social Media Plan: Be Prepared
Which Social Media Sites are right for my business?FacebookTwitterLinkedInPinterestFlickrYouTubeStumbleUponDeliciousYahoo! AnswersDiggNiche SitesStart your own social network – Ning.com
Social Media Plan: Setup Accounts
Create keyword rich and interesting profiles so you appear in more searches
Use what you learned from listening/monitoringUse your brand and/or keywords as your usernameCreate custom backgrounds and avatarsSetup tracking on all accounts, where possible, and
track initiatives
Social Media Plan: Setup Accounts
HootSuiteTweetDeckPhone Apps
TweetDeckQR Code ScannersNetwork Specific
(Facebook, Twitter, LinkedIn)
Tools
General TipsShare with existing friendsReciprocal befriendingSend email inviteBe interestingDeliver valueFollow industry leadersLink to your profiles from siteAdd “Like” button
http://developers.facebook.com
Social Media Process: Grow Your Network
Product/service announcementsSell – share coupon codes/linksTalk around the brandCutting edge newsContestsCustomer serviceListen and respondPeriodic tipsSeasonal tips/info
Social Media Process: Create Engaging Content
Setup Google Alerts to show mentions of brandhttp://www.google.com/alerts
Most social media sites have a metrics tool
bit.lyGoogle Analytics
Monitor and Measure
Don’t focus on proving direct ROIBenefits are often secondary or tertiaryFocus on interaction, value of content, not numbersFocus on BrandingMeasure actions and engagement, not just size of
networkTrack your time/costs
Monitor and Measure
Baseline DataHow many fans, followers, bookmarks, etc. Referrers Number of meaningful comments/interactionsSubscribers & Interactions
Interaction – are users engaging in a conversation?Twitter: retweets, answering questions, driving traffic to site,
increasing followers?Facebook: likes, comments, wall posts, mentions?YouTube: views, comments, embeds?
Conversions – are your leads increasing?Search engine traffic – increasing, adding to the long tail?Retention rates, Repeat business
Monitor and Measure
Leveraging Your Social Networks
Create a presencePersonal Profile
No Commercial ActivityFacebook Group
For a quick discussion, orattracting quick attention
Main benefit: you can directmessage your members
Not indexed by search engines Facebook Page
For long term relationshipsMultiple admins allowedIndexed by search engineshttp://www.facebook.com/pages/create.php
Plan: Setup
Add Applications: Facebook.com/apps
Vanity URL: Facebook.com/username (need 25 likes)
Export updates to Twitter:Facebook.com/twitter
Import Blog: Social RSS
Plan: Setup
Be searchable – consider setting profile to publicControl who sees what with Friend Groups and
Custom Privacy SettingsAccount > Privacy Settings > Customize Settings
Connect with industry leaders/influencersJoin groups in your market/networkFollow limits - 5000 friends, unlimited fans
Plan: Grow Your Personal Network
Link/Logo on siteLink/Logo in email signature (digital), print materials
(traditional)Send Email RequestAct as page, interact on other pages“Like” other pages/content, as company
Plan: Grow Your Business Network
How to leverage Facebook:Brand awarenessLead generationIntroduce a product or campaignImprove reputationCollect data/contentKeep an ongoing dialogue
Plan: Create Engaging Content
How to do it, and Drive more traffic:Run promotionsCreate pollsIf a user interacts with your page, it shows up on
their “wall” = free advertisingCreate events that users can RSVP toBest times for business use:
Tuesday & Wednesday (yours may vary, so test)
Plan: Create Engaging Content
What is LinkedIn?●Online Resume●Online Networking Opportunity●Lead Generation Tool●Recruiting Tool●Builds Valuable Connections with Others in
Related Fields (Doctors, Attorneys, Real Estate…)
Why LinkedIn?●Over 150 million members●As of December 31, 2011 (the end of the fourth
quarter), professionals are signing up to join LinkedIn at a rate that is faster than two new members per second.
●Executives from all Fortune 500 companies are members
●Over 2 million companies have LinkedIn Company Pages
LinkedIn Pros and ConsPros Great Content Free Research Tool Recommendations = Credibility Global ReachCons Spam Requests for Connections Paid Subscription $19.95/mo and up Email Overload Too Much Privacy = Invisibility or Mistaken Identity
Setup: Personal Page●Online resume●Goal is to be 100% complete●Use keywords
Position IndustryUpdatesWebsitesTwitter Account
Add Company Profile: linkedin.com/companies
Get recommendationsCustomize your links to draw
interestCan share updates on Twitter
and vice versaCustom URLAdd applications
Plan: Setup
Personal Page
Personal Page: Profile Photo
ProfessionalCurrentGood QualityCompany Logo is for Company pagePersonal Brand
Personal Page: TipsReply to status updatesView profile statsPrivacy settings
Personal Page: PrivacyControl who sees your activityControl what others see when you’ve viewed
their profile (can make this anonymous)Select who can see your connectionsControl type of email, frequency and who can
send invitations
Connect With Your Company Page
(Search for Home Helpers) http://www.linkedin.com/company/home-helpers
Follow CompanyConnect personal profile to company as current
employer.Add LinkedIn Company Follow Button:
developer.linkedin.com/follow-company
Grow NetworkContacts > Add ConnectionsAdd Connections:
Import email listInvite people you know to join
ColleaguesClassmatesPeople you may knowPeople you just met
Grow Network: TipsGet as many connections as possibleSearch companies and connect to employeesFind industry leadersGet business card = request connectionMake it personalReply when accepting a connectionInclude your LinkedIn URL:
Email signatureBusiness cardWeb siteFacebook profilePrint materials and other traditional media
How Do I Connect To Someone I Don’t Know?
“Add To Network”“Get Introduced”
Pro – More Personal Con – Can Take Time if all parties aren’t frequent users Con – Limited to 5 Introductions with Free Version
RecommendationsCredibilityDigital version of a traditional
referralMake recommendations
Profile > Recommendations > Sent Recommendations
Request recommendationsProfile > Recommendations > Request Recommendations
Career/job postingsStart discussionsStatus updates show in email messagesevents.linkedin.comJoin groups and contribute to Q&A
Plan: Create Engaging Content
How to Engage / Be Active
GroupsAnswersEventsAdvanced SearchApplications
GroupsGroups > Groups DirectoryMy GroupsFollowingGroups You May LikeGroups DirectoryCreate a Group
Groups: Tips
Get informationNetworkLearn about market and their needsAvoid constant self promotionOffer solutions to fix problems
GroupsDiscussions
ReplyAskSend detailed email privately
MembersPromotionsJobsSearch
Create A GroupMeet a needShare articlesShare links to your site contentNotify of upcoming events
Create A Group: Tips
Use keywords in group name/descriptionAdd your company website to the groupAdd your blogSend a weekly message
AnswersMore > Answers or Linkedin.com/answersSimilar to the Q&A in groups, but not limited to
the groupSearch answersAsk questions (ask 10 per month)Answer questions
Answers: Tips
Personal responseBe helpful and resourcefulLeave an open invitation
Events
More > EventsRSVP shows up on home profileSend invitation to relevant contacts
Advanced Search
Generate leadsSearch keywords, groups, industries, etc.
More > Get More Applications…Share presentationsShare reading listPost blogEventsCompany buzz (track mentions)
Applications
Time Management 10 – 30 minutes/day Create a habit (21habit.com) Control Email Notifications Start on “Home” page
View updates Statistics
Review Groups Daily or Weekly Email or Groups Tab Contribute
Check Inbox Email notifications or on site Send email blast
Connect with people you just met Post status update
Local
Search
73% of all online activity is related to local content (Google)
82% of local searchers follow up with a phone call or show up on your doorstep (TMP/Comscore)
66% of Americans use local search to find local businesses (Comscore)
54% of Americans have replaced phone books (Yellow Pages & Business Directory) with internet and local search (Comscore)
41% of consumers say they use a location in their search – “Orthodontist in Columbus”
Local Search: The Facts
Local Search: Claim Your Listings
FOLLOW Google Places Quality GuidelinesUse email account under your business domain for account emailDon’t use city name in descriptionCategories:
What business IS, not what it does or sells Use Google categories first, then enter your own keywords Refer to competitors’ categories Use all 5 fields Create pages for each category you choose
Pros/Cons to hiding address Consider using a virtual office address
Set service areasAdditional Details
Link to Facebook Better Business Bureau: Yes
Local Search: Optimize
Consistent listings build trustSearch for: name, address, phoneIdentify and fix incorrect listingsKeep track of everything in a spreadsheetSubmit to:
Google Places: google.com/placesYahoo! Local: listings.local.yahoo.comBing Business Portal: bing.com/businessportalFree yellow pages sites & local directories“City” directoryData aggregators (expressupdateusa.com,
localeze.com) free and paid options
Local Search: Be Consistent
Local Search: Positive Review Strategy
• First and Foremost: Be confident that you already provide a quality service worth reviewing.
• Preliminary market research offline using traditional methods to determine current reputation.
• Fix if needed.• Then go online.
• Google reads reviews on other sitesAngie’s List, Foursquare, YelpClaim and optimize your listing on those sites as well
• Ask for a review in person• “My boss reads our online reviews and it would help me out…”• “Please leave a compliment for your in-home provider here…”
• Add link from site to review sites• Add review suggestion on print materials• What sites are your competitors getting reviewed on? Get reviews
there as well.• Tailor approach to customer base
Local Search: Positive Review Strategy
• Do not pay for reviews, or offer money, product or service• Google says don’t do it• It cheapens the relationship• If you provide a quality service, you shouldn’t have to
pay• Do not fake reviews
Local Search: Positive Review Strategy
What if I get a bad review?• It’s an opportunity to make it right• It happens to everyone, don’t panic• Start offline, try to fix it• Make a public response online to invite them to let you fix
the problem• Don’t be emotional. Be polite. Be an adult.• Publicly respond to online reviews with notice that you’ve
fixed the problem. This is an opportunity to improve reputation.
• No one is perfect. 5 Star companies with only all reviews look fake. More trust in a company who is slightly “human”.
• When all else fails, you may be able to delete the review on some sites
Email MarketingStrategiesNewslettersSurveysPromotionsShare CouponsGrow Social NetworkNews and Events
TipsCollect Addresses
Form on siteFishbowl (traditional)Email sign up at eventSubmit email to enter a
contestBe transparent and offer
Opt-OutSegment listsGenerate targeted
campaigns
Reach out to popular bloggers in your niche
Form a relationshipAsk for a review/articleUser generated contentAsk community for adviceAdd valuable comments and
links on other blogsOnly comment with valuable
content
Blogging
Use keywords in headline, summary, body, text linksUse long tail keywords in summary, bodyGo beyond the copy: Include video, imagesEnable social sharing Include call to action Include trackable linksReach out to relevant press
contactsMake sure PR links back to
your sitePR Web $200/releasePitchengine.com (starts at $19/mo for search optimized plan)
Press Releases
Track itEncourage repeat businessWatch analytics for traffic spikeRemember: Don’t delete your promo page after it
expires!
Promotions
Google AdWordsFacebook AdsOnly 50% see AdWords adsOnly 20% click themSaturate the search results pageLearn what keywords convert bestInstant vs. gradual with organic
Pay Per Click
Know difference between mobile app and mobile siteMobile marketing campaigns
Opt In text messagingAlerts, updates and remindersPromotions
QR (Quick Response) CodesFind mobile usage and most popular networks
Mobile Marketing
QR (Quick Response) Codes: Integrating traditional and digital Where to use them:
Business card Brochures Direct mail Sides of cars Print ads On employee badge
How to use them: Link to a phone number Link to Facebook page Join email list Link to page with special promotion Link to tips and resources Link to free consultation page Link to customer feedback form
Mobile Marketing
Analysis
Research
Optimization
Link Marketing
Supporting Media
Analysis
Identify Key Performance IndicatorsNetwork Size / SubscribersActive vs. Total MembersNew vs. Repeat Blog CommentatorsQuantity / Quality of CommentsConversions
Contacts Coupon redemption Leads / Sales
Brand MentionsLong Tail KeywordsSearch Engine TrafficReferrer Traffic
Analytics
analytics.google.comSetup Google Analytics
Google Analytics (old and new versions)
Identify Key Performance IndicatorsKnow how to find them
Search trafficReferrer trafficConversionsKeywordsVisitor map
Identify Potential ProblemsHigh bounce ratePage errorsErrors with forms
Analysis
Analytics
Analytics: New Version FeaturesReal-Time stats
User’s geographic locationSource of trafficWhat pages are they viewing?
Site usage metrics. What do they mean?Visits – The number of visits received by your site. Pageviews – Total number of pages viewed on your site -
general indicator of how much your site is used.Pages/Visit – Average visit in terms of pageview. The higher
the number means your visitor interacts heavily with your site.Bounce Rate – Percentage of single-page visits - visitor
leaves from the entrance pageAvg. Time on site – Average amount of time your visitors
spend on your site.New Visits – The percentage of new visitors your site attracts.
Analytics
Customize dashboardCreate custom reportsExport reportsGet monthly emails
Analytics
Exclude internal traffic from your reportsOld Version: Analytics Settings > Edit > Add FilterNew Version: Admin > Filters Tab
Whatismyip.com http://bit.ly/IPfilter
Analytics
URL DestinationThank you pageCompletion of
actionTime on Site
Measures interest in content
Pages/VisitMeasures
engagementUnderstand depth
of visit
Analytics: Setup Goals
Analytics: Traffic Sources Overview
Direct Traffic – Types in your domain name or visits by a bookmark.
Referring Sites – Traffic from other sites (links).Search Engines – Traffic from search engines.
Analytics: Traffic Sources Overview
What links are bringing you traffic?
Compare metrics to site average
Determine ROI on paid ads
Determine value of site linking to you
Click domain to view exact referral URL
Determine quality of link: Is bounce rate higher or lower than site avg?
Analytics: Referring Sites / Referral Traffic
Old Version: Traffic Sources > Keywords New Version: Traffic Sources > Sources > Search > Organic (or Paid)
Analytics: Keywords
How to Filter Keywords:Non-paid | total | paid or Organic | Paid Excluding brand name – identify theme based trafficContaining brand name – identify brand recognitionContaining root term(not provided) – if someone is logged into their
Google Account and searching on Google, any click on an organic search result link will not provide the keyword in Analytics. (could indicate potential for users who can readily provide a Google Maps review)
Analytics: Keywords
Analytics: Filter Keywords
Map OverlayNew vs. ReturningVisitor TrendingVisitor LoyaltyBrowser CapabilitiesNetwork PropertiesMobile
Analytics: Visitors (old version)
DemographicsLocation
BehaviorNew vs. Returning
TechnologyBrowser & OSNetwork
SocialMobile
Analytics: Audience (new version)
Dig deeper into your metrics
Analytics: Advanced Segments
Map Overlay – Where are your users searching from?
Analytics: Geographic Data
Old: Visitors > Browser and NetworkNew: Audience > Technology > Browser & OS What browser, OS, resolution, etc. are used? Do you need to accommodate certain settings such as screen size? Are there any issues with specific service providers?
Analytics: User Data
Old: Visitors > Mobile
New: Audience > Mobile
Does usage warrant creation of mobile app or site?
What platform should you develop on?
Analytics: Mobile Usage
Top visited pagesTop landing pages
Are visitors converting?Should you include a call to action?Test different layouts, calls to action placement, etc.
Top exit pagesIs something broken?Why are you losing them?Are they leaving after completing an action?
Content drilldownCommon paths through site
Analytics: Content
Compare DatesMonth to month Time of year, to
determine seasonality
Analytics
Analytics: Using Annotations• Track traditional campaigns by annotating them.
• Watch for spikes in direct traffic, or traffic to specific pages that you linked to from the traditional campaigns.
• Watch for spikes in specific keyword traffic, as a result of a specific campaign. Did you rank for those keywords?
Research keywords competition market
Optimization
on-site social accounts
Link Marketing get noticed social networking
Supporting Media video on YouTube social media sites create external buzz
Analysis review metrics adjust strategy based on what’s working
Digital Marketing Cycle… and repeat
Research
Optimization
Link Marketing
Supporting Media
Analysis
In Conclusion…
Digital is here to stay Your market IS online, so don’t miss an opportunity to reach them Digital helps you learn more about your market and competition Bring your offline message online and be consistent Learn digital strategies and implement multichannel campaigns
for success Manage your reputation more effectively through online means
and apply what you learn offline Measure everything Never stop marketing!
Integrating Traditional and Digital
Allison Kulage
(513) 402-2735
allison@bareknucklestrategy.com
BareKnuckleStrategy.com
BareKnuckleStrategy.com/blog facebook.com/BareKnuckleStrategy Twitter @BareKnuckleMktg
linkedin.com/in/allisonkulage
Thank you!
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