taccm 2013 web marketing tool kit - texas association of community college marketers

YOUR WEB MARKETING TOOLKITKatrina Kokoska | @kkokoskaCaitlin Kaluza | @qcait

schipul.comblog.schipul.com@schipul

WHO ARE WE?

KATRINA KOKOSKAProfessional Services Manager

@kkokoska

CAITLIN KALUZAMarketing Manager@qcait | qcait.com

1. Defining Goals

2. Web Marketing Hierarchy

3. Measuring Success

4. Evaluating New Tools

5. Streamlining Implementation

LET’S TALK...

Photo Credit: flickr.com/photos/duncanh1/9047426263/

SETTING GOALS

STEP 1: PUT YOURSELF IN THEIR SHOES

1. Demographics

2. Their Pain Points

3. Behavior - Where do they hang out?

4. When?

Photo Credit: flickr.com/photos/luchilu/633923159

Start with Standards - Then Test for Yourself

Source: blog.getresponse.com/best-time-to-send-email-infographic.html

STEP 2: DEFINE A CONVERSION

1. How will you define success?

2. How can you measure it?

3. Are you set up to track it?

EXAMPLE CONVERSIONS

STEP 3: SET EXPECTATIONS

•This Takes Time

•Marketing is Never “Over”

•Your Website... It’s Alive!

Photo credit: flickr.com/photos/bagaball/6957682511

STEP 4: WHERE IN THE BUYING CYCLE ARE THEY?

smartinsights.com/wp-content/uploads/2012/02/inbound-marketing-funnel.jpg

YOUR WEBSITEaka The Mothership

Photo Credit: flickr.com/photos/68428932@N00/4690601431/

WEBSITE MARKETING FUNDAMENTALS

A Checklist

houston-offshore.com

1. USE A STRONG HEADLINE

keggscandies.com

2. YOUR PRODUCT OR SERVICE IS THE HERO

dropbox.com3. CLEAR CALLS TO ACTION

Resource:

101 Examples of Effective Calls-to-Actionoffers.hubspot.com/101-examples-of-effective-calls-to-action

ymcahouston.org4. BRANDING CONSISTENCY

5. THIRD-PARTY VALIDATIONTestimonials, Partners, Credentials, etc.

texasspineandneurosurgerycenter.com

6. MAKE IT EASY TO CONTACT YOU

7. MEASURE YOUR SUCCESS

Things Your Website Should Do Well

1. Squint Test2. What do you want

visitors to do?3. Can they do it?4. Navigate Easily5. Tell Your Story6. Mobile Baseline7. Accessibility Basics depelchin.org

Website Nice-to-Haves1. Content Management2. Advanced Functionality

(login, donations, etc.) 3. Advanced Permissions

4. Advanced Conversion Tracking

5. Dynamic Content6. Mobile Optimized

Tools in Your Web Marketing Toolkit

Foundation

Getting Started with Analytics

1. Why Google Analytics?

2. Embed Javascript code on each page

3. Set up Goals

Definitions

1. Visits # of instances of a visit2. Pageviews Total views of all pages3. Bounce Rate People who landed on one page &

left without clicking anywhere4. New Visits Based on a cookie in your browser

Top Reports to Focus On

1. Traffic Patterns2. Traffic Sources3. Top Keywords4. Content/Navigation Paths5. Mobile6. Geography

Traffic Patterns

• Look at Month/Month and Year/Year

• Online should mirror what happens Offline

Traffic Sources

Benchmark: 60-75% Search Engine Traffic

Who Links to You

Top Keywords

• Exclude your brand name for “nonbranded” words

• Look at traffic and conversions

Content/Navigation Paths

• Top Content tends to not change much

• Look at Navigation Paths from your homepage particularly

Mobile

Geography• Is it what you

expected?

• Where is there opportunity?

Set Up Goals

• i.e. Fill Out Contact Form

• Admin > Goals > Add confirmation page URL

• View Conversion Rates for any report

Resources for Learning More

1. Google Support - support.google.com/analytics

2. Google Analytics Blog - analytics.blogspot.com

3. Lynda.com - Google Analytics Essential Training

More Tracking Tools

Tip: Add + on the end of any bit.ly URL to see stats

Even More! Monitoring Tools

socialmention.comgoogle.com/alerts

FOUNDATION PART 2

Search Engine Optimization

Photo Credit flickr.com/photos/josefstuefer/9500503

How a Search Engine Works

Search Engines are Deaf and Blind

Search Engine Relationships

bruceclay.com/serc.htm

What do Search Engines Look for?

bruceclay.com/seo-hierarchy-of-needs.htm

•  Readable Text •  Fresh, unique content •  Good site architecture •  Unique meta info •  Relevant inbound links

SEO = Write great content

+Use targeted keywords where

they make sense

Contentis King

Photo Credit: flickr.com/photos/ekilby/5611541203/

MOBILE

Mobile Stats

13% of web traffic is mobile

50% of local searches are mobile

57% of users say they won’t recommend a business with a poor performing mobile site

Google rewards mobile-optimized content in search results

Mobile Stats

Mobile Stats

Mobile Stats

MOBILE OPTIONS

Separate Site/Pages Responsive Designvs.

m.site.com site.com

Separate Site/Pages Responsive Designvs.

Pros:

• Easier to add to existing website

• Cost

• Full content customization

Cons:

• Scalability

• Content lives in multiple places

• Device based

Pros:

• Scalable

• SEO Friendly (Google Recommends)

• Content Lives in One Place

• Best Practice

Cons:

• Cost

• All Content Must be Flexible

WHAT ABOUT MOBILE APPS?

• Consider the Use Case

• Remember: Apps are Device-Specific

FOUNDATION PART 2

EMAIL

WHY ARE YOU DOING THIS?

• Who is/are your audience(s)?• Where in the buying cycle are they?• What do you want them to do?• Sign up for classes?• Pay online• Request brochure?

• Can you track your success?

CHOOSING A PROVIDER

• Fully-managed, SaaS or In-house• Price• Reporting• Reputation• (Commitment and Templating)

CREATING YOUR LIST

DO:Collect subscribers online and offlineSegment lists Build trustTell them what they’ll getNever stop growing your list

DON’T:Buy ListsPrecheck the boxAdd folks to more lists than they agreed toSend to an anyone you’ve not sent anything to in at least 2 yearsAnything else shady

ANATOMY OFAN EMAIL

• List: Keep it clean/relevant• Subject line: Shorter, concise• Message

• Branded• All roads lead to CTA• Redundancy

• Landing Page: Laser-focused

Let’s Talk Paid Advertising

Let’s Talk Advertising

“Mak! it simpl!, but significant“ - Don Drape"

Search Network

Display Network

Text Ads

Image Ads

Video Ads

Search NetworkBe there when they’re searching for you2%-4% CTR

1. Bid on Keywords2. Quality Score x Bid

determine placement

3. Pay for Clicks Only4. Target by Geography &

Device

Display NetworkBranding Impressions to a Targeted Audience0.1% CTR

1. Bid on KeywordsYour ads show next to content containing those Keywords

2. Can define specific placements and topics

3. Pay for Clicks Only4. Target by Geography,

Device, Demographics5. Sites include:

Gmail, Apps, Mashable.com, Buzzfeed.com, Cracked.com, The Weather Channel, etc.

THE LONG TAIL OF MARKETING

KEYWORD RESEARCH ACTIVITY

GOOGLE KEYWORD

TOOL

ADSENSE

1. Show ads on your site as part of the Google Display Network

2. How it works3. Earn revenue

1. 16% Market Share2. Less Competition

Tends to be Cheaper3. Long Tail Tends to work4. Demographics Skew Older

(Default Search Engine)

BREAK TIME!

Social Media!

“FREE” V. “PAID”

•Free - Doesn’t mean to free to use•Paid - Pay/piece of content

• Pay per click• Pay per impressions

• 1 + 1 = 3

Photo Credit: flickr.com/photos/amagill/3366720659

LET’S START WITH THE BIG DOGS

Stanle!

OVERVIEW

• 1.11B MAU• Accounts for 90% of time spent social networking

Components• Page v. Profile• Newsfeed is main form of content consumption• Promotes engagement via Likes, Comments,

Hashtags and Shares • Promotes Sponsored Stories, Boosted Posts

and Ads

PAGE

• Hub of your social media presence• Home of your promotions• Gateway to your website• SEO

FACEBOOK: PAGE

• Users are 40-150 times more likely to consume your content on their newsfeed than from your page.

• 40% of Facebook time is spent on Newsfeed compared to 12% on Pages.

• Newsfeed accounts for 4% of all time spent online.

FACEBOOK: ANATOMY

EDGERANK• EdgeRank is an algorithm used by Facebook to

determine where and what posts appear on each individual’s newsfeed. - PostRocket

• Personal Interaction

• Your previous interactions with the author• Your previous interactions with the post type

• Network Reaction

• Reaction from users who have seen the post• Negative feedback

CONTENT STRATEGY• Listen First• Remember your

Environment• Consider how you use

Facebook• Use rich, engaging,

easy-to-consume media

• It’s not all about you - 80/20 rule

ADMIN PANEL/INSIGHTS

comScore

PAID ADS

• 3 Types:• Boost post• Sponsored story• Paid ad

• Average CTR is low (~0.05%)

PAID ADS

RESOURCES

• Facebook Marketing Bible• Allfacebook.com• Developers.facebook.com• North Social and ShortStack

• 5x more likely to share News

• About 200M users (Dec. 2012)• Treats personal and brand profiles

the same• Timeline is main form of content

consumption• Promotes engagement via Mentions,

RTs and Hashtags

• Full-Service

• Promoted Accounts, Tweets and Trends

• Analytics

• Customer Service Rep

• Self-Service

• Promoted Accounts and Tweets

• Analytics

• Only pay for what works

PAID ADS

PAID ADS

• > 1B unique visitors each month• 100 hours of video are uploaded

every minute• According to Nielsen, YouTube

reaches more US adults age 18-34 than any cable network

• Behind Google, YouTube is the world’s second largest search engine

• You don’t need a Channel or have to be on YouTube to watch a video

• Promotes engagement via comments, likes, shares, playlists and embeds

• Paid advertising available in TrueView or InStream

• Be aware of video length/purpose• Not everything has to be production

quality. Consider the content.• Always optimize videos• Create playlists (Google indexes

these)

CONTENT STRATEGY

• Standard In-Stream - :15 or :30 long “commercials”

• TrueView - Can be longer than :30 and viewers must choose to watch

PAID ADS

• > 200M Users• > 2.5M Company Pages• Promotes engagement via likes, comments,

shares, mentions, endorsements, recs and groups/discussions

• Supports paid ads via Premium Display ads, Sponsored inMail and Sponsored Updates

Higher ed is the 3 largest industry utilizing LinkedIn with > 1.95M users

CONTENT STRATEGY

• Personally

• News of new projects, skills, etc.

• Industry-relevant links, articles, case-studies

• Kudos

• Company

• Press-releases

• Internal updates

• Jobs

• Fun facts, tips, pointers

PAID ADS

Marketing Solution• Display and social ads• Dedicated account rep• Guaranteed inventory

and delivery• CPM• Minimum spend is $25K/

3 months

PAID ADS Self-Serve Ads

• Text ads w/ image

• CPM or CPC

• No minimum spend

PAID ADS

• 135M MAU

• Has Business and Personal profiles

• Promotes engagement via +1, shares,

comments, hashtags and Hangouts

and Communities

• Does not offer paid advertising

1. It is owned by Google

2. Google Places become Google Plus Local Pages

3. Search Plus rolls out

WHY YOU SHOULD CARE

OTHER NETWORKS

TO CONSIDER

FIND YOUR AUDIENCEhttp://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/

• 56 million WordPress sites in the world

• Women more likely to blog

• 20 Billion posts• 50 Million blogs• Young Audience

(skews toward teens)• Purchased by Yahoo

for $1 billion• Content Curation vs.

CreationIBM on Tumblr

• Visual• 17% of all social

media driven ecommerce

• Demographic: College Educated Women

• Lifestyle• Curated Content -

80% are repins• Crowd Source• Inspire

Monitoring Tool: Pinalerts

• 12% of web users• Demographics:

• Age 18 - 29• Even Men/Women• College-Educated

• Now with video!

THE POWER OF PHOTOS

• 6 Second “Animated GIF” Style Videos

• Early Adopters

• Introduced by Twitter in February 2013

• “YouTube for Presentations”

• Share webinars, public speaking, documents

• Embed YouTube videos• Business-Oriented content

NICHE NETWORKS

• Passionate Community

• Be the Authority

• Street Cred

TIPS FOR EXPLORING NEW NETWORKS

• Snag your name

• Listen first

• Monitor the Demographics

• Consider your previous commitments

Tools to Help with Implementation

SOCIAL MEDIA PLATFORMS

OTHER TOOLS

Social Media Policy Examplessocialmediagovernance.com/policies.php

TAG AGGREGATION

tagboard.com

CONTENT AGGREGATORS

flipboard.com

CREATING VISUAL CONTENT

madewithover.com

Resources for making infographics:

http://bit.ly/infographictips

http://bit.ly/infographictips2

WE’RE FINISHED!

QUESTIONS?

KATRINA KOKOSKAProfessional Services Manager

@kkokoska

CAITLIN KALUZAMarketing Manager@qcait | qcait.com