mktg350 lecture 10162013
DESCRIPTION
Lecture notes for MKTG350 at Sierra Nevada College: October 16th.TRANSCRIPT
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Online & New Media
SNC-MKTG350October 16, 2013
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Tonight’s Agenda: Search Engine Optimization• Reading:
– Ch. 5, Analytics: Search Analytics Key take-aways• Discussion:
– Search engine marketing (SEM)• Blog Post Review:
– Nobody clicks on banner ads anymore. 7 tips for overcoming banner blindness.
– 9 best practices small businesses should use in optimizing a website.
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Reading Recap: Ch. 5, Analytics: Search AnalyticsYour top 5 take-aways from Chapter 51. 2. 3. 4. 5.
How might you use these Search Analysis tools in your digital marketing plan?
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How big is search?
19,400,000,000 searches
in July 2013
Source: comScore Search Engine Ranking
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What are we talking about today?
• Search engine marketing:– Marketing your business through the engines– SEM has specific costs– SEM also requires time to manage campaigns
Goes by “SEM” among friends…
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SEO vs. SEM
• Search engines find your site
• Users find you through the search engines
• No direct costs
• You bid on keywords valuable to your biz
• Text ads show on search engines
• Lots of direct cost
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The results show on same page
Organic resultsPaid results
Paid results
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SEARCH: the right side delivers clients
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Source: comScore’s Search Engine Ranking, July 2013
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1 2 3 4Idea about your product or service
Research on a search engine
See your ad and click
Visit your microsite, already self-qualified
How Search Works:
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Search’s efficiencyAttract people already in a mindset for your service, allowing you to engage with people ready to buy:
•You set the budget by click or visitor
•15-25% of visits should become calls
•Only pay when someone clicks
•Shortens your sales cycle
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How marketers use SEM
• Understand what customers WANT when they search and find your site Keywords
• Sales tracking, optimizations Sales funnel management
• Create topic-specific landing pages Landing pages best practices
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Tools for SEM
• 50-250 keyword list
• Text ad AdWords campaign
• Landing page microsite
• Google Analytics on microsite
• Know your conversion targets. I like 25% visitor-to-caller conversion target.
• Unique, trackable phone number
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Good keyword hygiene• Describe your product from your client’s
point of view• Think in terms of campaign groupings:
– “Yoga for beginners” vs.– “Yoga trainer certifications”
• Be specific• Layer in geography• Use phrases
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Keyword Thinking
• A single word: “fountain”• Or a phrase: “outdoor fountain
with lights and timer”• Short terms
= high volume, high competition, more ambiguity• Longer phrases
= lower usage volume, more likely to connect
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Evaluating keywords• Some words
get lots of clicks
• Some words get few clicks
• Compare to sales funnel – not all clicks are equal
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SEO Key Ideas
• Should you always go with the highest clicked keywords?
• What’s the relationship between keywords and sales funnel?
• Do your optimal keywords change over time?
• How do you evaluate the value of your keywords?
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Text adsHeadlineURLThree lines
• Be VERY succinct• Stand out, make an offer• Action-oriented (“buy flowers” not “we have flowers”)• Use your most important keywords• Optimize the ads: this is dynamic and on-going work
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Good landing page practices• Simple design• Clear, concrete offer• Don’t link out – this is a
sales funnel• Attractive, for credibility• Include your phone,
address, email
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Blog Topic: 9 best practices small businesses should use in optimizing a website.• Blog criteria:
300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?
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Blog Topic: Nobody clicks on banner ads anymore. 7 tips for overcoming banner blindness.
• Blog criteria: 300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?
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Next session:• Quiz on Monday• Reading: Ch. 6, Analytics: Audience Analysis• Discussion:
– Website, campaign & mobile analytics– Key performance indicators: Clicks, Impressions,
Leads, Conversions, Time on site• Blog Post Review:
– Why mobile websites matter in the marketplace.