taking your online marketing to the next level
DESCRIPTION
Learn how to take your online marketing to the next level with paid search (PPC) and SEO best practices.TRANSCRIPT
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@CHRISPRENDER
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THE NEXT
LEVEL Taking Your Online
Marketing ~to~
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WHAT’S YOUR PROBLEM?
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PROBLEMS
“I don’t have enough visitors to
my website.”
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PROBLEMS
“My website visitors are not converting.”
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PROBLEMS
“I don’t have enough repeat
customers.”
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PROBLEMS
“I don’t have enough
salespeople.”
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PROBLEMS
“I don’t know where to start.”
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RECURSION
We’re going to start with where we start.
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Five Minutes With
GOOGLE ANALYTICS
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TOP 4
1) Referring Sites 2) Geography 3) Top Pages 4) Devices
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EASY AS 123
A B C
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EASY AS 123
Acquisition B C
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EASY AS 123
Acquisition Behavior C
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EASY AS 123
Acquisition Behavior Conversion
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GOOGLE ANALYTICS
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CHECKPOINT
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DESKTOP
People use their desktop
computers to see the
real version of my
website.
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DEEP STUFF
What is real?
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WHOA
45% of adults age 18-29
report that they mostly
go online using a mobile
device.
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WHOA
How do we cater to this audience?
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RESPONSIVE WEB DESIGN
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EASY FIX
“I don’t have enough visitors to
my website.”
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Growing Your Audience
with
SOCIAL MEDIA
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INGREDIENTS
1) Time 2) Money
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THE WRONG WAY
BUY MY STUFF
STUFF WE
BOTH LIKE
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THE RIGHT WAY
BUY MY
STUFF
STUFF WE
BOTH LIKE
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THE RULES
• Be authentic • Be transparent • Provide value
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INGREDIENTS
1) Time 2) Money
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CHECKPOINT
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ANOTHER WAY
“I don’t have enough visitors to
my website.”
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Three Paths to
SEARCH RANKINGS
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ORGANIC
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ORGANIC
PAID
PAID
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ORGANIC
PAID
PAID
LOCAL
LOCAL
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ORGANIC
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SEARCH ENGINE OPTIMIZATION
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ELEMENTS OF SEO
1) Technical 2) Content 3) Linking
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ELEMENTS OF SEO
1) Technical 2) Content 3) Linking
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GET TECHNICAL
• Site speed • Duplicate content • Headline tags • Title tags
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<title>Orange City Lawyer</title>
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<title>Home</title>
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ELEMENTS OF SEO
1) Technical 2) Content 3) Linking
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CONTENT
• Keyword usage • Provide value • Fresh content
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ELEMENTS OF SEO
1) Technical 2) Content 3) Linking
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YOUR SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
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YOUR SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
OTHER SITE
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YOUR SITE
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ELEMENTS OF SEO
1) Technical 2) Content 3) Linking
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DOUBLE!
1) Technical 2) Content 3) Content
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ORGANIC
PAID
PAID
LOCAL
LOCAL
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PAID
PAID
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GETTING STARTED
1) Set up AdWords account
2) Define geography & budget
3) List keywords 4) Write ads
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THE FORMULA
bid x quality score = rank
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QUALITY SCORE
• Match search query
• Click-through rate • Landing page
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ORGANIC
PAID
PAID
LOCAL
LOCAL
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LOCAL
LOCAL
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GOOGLE PLACES
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CHECKPOINT
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QUIZ BREAK
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QUIZ
1) Outside of the US, which country
has the most Facebook users?
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QUIZ
a. China b. India c. Mexico d. Brazil
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QUIZ
a. China b. India c. Mexico d. Brazil
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QUIZ
2) What is the most followed account on
Twitter?
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QUIZ
a. @katyperry b. @ladygaga c. @BarackObama d. @justinbieber
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QUIZ
a. @katyperry b. @ladygaga c. @BarackObama d. @justinbieber
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QUIZ
3) What is the most popular web
browser worldwide?
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QUIZ
a. Internet Explorer b. Firefox c. Chrome d. Safari
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QUIZ
a. Internet Explorer b. Firefox c. Chrome d. Safari
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QUIZ
4) What is the name of the Twitter-
owned 6-second social video platform?
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QUIZ
a. Vine b. Rockmelt c. Zite d. SCUBA
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QUIZ
a. Vine b. Rockmelt c. Zite d. SCUBA
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QUIZ
5) What keyword has the highest cost-per-click?
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QUIZ
a. auto accident attorney b. mesothelioma
settlement c. business management
degree d. cheap auto insurance
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QUIZ
a. auto accident attorney b. mesothelioma
settlement c. business management
degree d. cheap auto insurance
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QUIZ
6) Which of the following is NOT
the name of a Google algorithm
update?
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QUIZ
a. Treble Update b. Penguin Update c. Venice Update d. Caffeine Update
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QUIZ
a. Treble Update b. Penguin Update c. Venice Update d. Caffeine Update
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QUIZ
7) What is the most-downloaded paid iPhone app of
all time?
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QUIZ
a. Camera+ b. Angry Birds c. Doodle Jump d. Words With Friends
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QUIZ
a. Camera+ b. Angry Birds c. Doodle Jump d. Words With Friends
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QUIZ
8) What blogging platform was
recently acquired by Yahoo?
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QUIZ
a. WordPress b. Blogspot c. Tumblr d. Medium
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QUIZ
a. WordPress b. Blogspot c. Tumblr d. Medium
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TOP SCORE
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SOLUTIONS
“My website visitors are not converting.”
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BANNER ADS
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RETARGETING ADS
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GO
AL
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GO
AL
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GO
AL
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GO
AL
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RETARGETING
1) Ad account 2) Retargeting
code 3) Banner ads
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The Next Level of
ADVANCED EMAIL MARKETING
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EMAIL+
1) Targeted messaging
2) Auto-triggers 3) A/B testing
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EMAIL+
1) Targeted messaging
2) Auto-triggers 3) A/B testing
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Master List
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Family
Solo
Retired
Business
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EMAIL+
1) Targeted messaging
2) Auto-triggers 3) A/B testing
![Page 118: Taking Your Online Marketing to the Next Level](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555eebb7d8b42ab6408b596f/html5/thumbnails/118.jpg)
Pre-Trip Trip Post-Trip
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Pre-Trip Trip Post-Trip
Thanks for booking!
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Pre-Trip Trip Post-Trip
Thanks for booking!
Here are directions.
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Pre-Trip Trip Post-Trip
Thanks for booking!
Here are directions.
How was your stay?
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Pre-Trip Trip Post-Trip
Thanks for booking!
Here are directions.
How was your stay?
It’s that time of year again.
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EMAIL+
1) Targeted messaging
2) Auto-triggers 3) A/B testing
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EMAIL+
1) Targeted messaging
2) Auto-triggers 3) A/B testing
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CHECKPOINT
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Putting It All Together:
MARKETING AUTOMATION
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Billy the Biologist
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Billy the High School
Student
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Billy Tiller billyt9000@yahoo.
com 765-555-3509
?
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Billy submits email address
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Billy submits email address
M^ sends football email
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Billy submits email address
M^ sends football email
Billy clicks to Homepage +1
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Billy submits email address
M^ sends football email
Billy clicks to Homepage
Billy visits Admissions page
+1
> Admissions track
+5
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M^ sends admissions newsletter
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M^ sends admissions newsletter
Billy doesn’t open it -1
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M^ sends admissions newsletter
Billy doesn’t open it
time passes
-1
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M^ sends admissions newsletter
Billy doesn’t open it
time passes
M^ sends admissions newsletter
-1
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Billy opens newsletter +1
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Billy opens newsletter
Billy clicks Biology link
+1
> Biology track +2
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Billy opens newsletter
Billy clicks Biology link
M^ alerts direct mail system
+1
> Biology track +2
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Billy opens newsletter
Billy clicks Biology link
M^ alerts direct mail system
biology postcard sent
+1
> Biology track +2
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Billy visits Homepage +1
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Billy visits Homepage
Billy visits Scholarships page
+1
+5
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Billy visits Homepage
Billy visits Scholarships page
M^ texts admissions counselor
+1
+5
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Tips and Resources
STAYING SHARP
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TOP RESOURCES
• Moz Blog • Social Media
Examiner • Litmus Blog • PPC Hero • Click Rain Blog
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QUESTIONS
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THANK YOU