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
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