What Does it Take? Essentials for Digital Marketing
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The document discusses the essentials for a successful website experience. It emphasizes using a holistic approach that incorporates search engine optimization, content marketing, social media, and reputation management. Specifically, it stresses the importance of building a strong website foundation, creating engaging content on a regular basis, being active on key social media platforms like Facebook and Twitter, and monitoring your online brand reputation. The overall message is that maximizing website success requires an integrated strategy across these different areas.
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What Does it Take? Essentials for Digital Marketing
- 1. What Does it Take? Essentials for a Successful Website Experience © 2012 Digital Firefly Marketing 1
- 2. Who We Are Digital Firefly Marketing was founded to help businesses and organizations get themselves found on the Internet by using the industries best practices and latest technology required to reach the right audience in the right places © 2012 Digital Firefly Marketing 2
- 3. Agenda • Do you care? • What is this? • The Holistic Approach • Search Engine Optimization • Content Marketing • Social Media Marketing • Reputation Management © 2012 Digital Firefly Marketing 3
- 4. Questions to Answer (to yourself) • Should you have a website? • If you think you do - What is its purpose? – Convey expertise – Company Front – Drive New Business to you • Is it an Asset? Expense? Not Sure? • Maximizing your Website Success requires time / money © 2012 Digital Firefly Marketing 4
- 5. What is this? © 2012 Digital Firefly Marketing 5
- 6. And this? © 2012 Digital Firefly Marketing 6
- 7. And finally... © 2012 Digital Firefly Marketing 7
- 8. Changing World • The Internet is big and getting bigger • People always carry computers • People are more connected © 2012 Digital Firefly Marketing 8
- 9. 81% of U.S. Residents are online © 2012 Digital Firefly Marketing 9
- 10. One - third of U.S Consumers spend more than 3 hours online every day Source: marketingcharts.com, 2012 eMarketer, September and October, 2012 © 2012 Digital Firefly Marketing 10
- 11. People do a lot online Source: Pew Research Center, December 2012 © 2012 Digital Firefly Marketing 11
- 12. People Google...a lot Source: Search Engine Land, December 2012 © 2012 Digital Firefly Marketing 12
- 13. Search is used every day... Source: Pew Research Center, February 2012 © 2012 Digital Firefly Marketing 13
- 14. People search for stuff Source: Search Engine Watch, October 2012 © 2012 Digital Firefly Marketing 14
- 15. Why you need to be in the top ten Google is the new yellow pages and if Google can’t find you neither will anyone else Source: Search Engine Watch, October 2012 © 2012 Digital Firefly Marketing 15
- 16. Holistic Approach = Website Success Holistic Components: • Website Design • Search Engine Optimization • Content Marketing • Social Media • Reputation Management © 2012 Digital Firefly Marketing 16
- 17. Holistic Approach = The Website • Built on a strong foundation – Utilize a Content Management System (CMS) • Visually Appealing • Easy to Understand – Do you need to go to “About US”? • Easy to Navigate • Easy to Make Decisions – Contact You – Buy from You © 2012 Digital Firefly Marketing 17
- 18. A Bad Website Experience © 2012 Digital Firefly Marketing 18
- 19. A Good Website Experience © 2012 Digital Firefly Marketing 19
- 20. Holistic Approach = Search © 2012 Digital Firefly Marketing 20
- 21. People Search with Intent • Navigational “What was that URL?” • Information “Who won an Olympic gold medal in the men’s 8 in 1936?” • Commercial Investigation “Best back to school products” • Buy Something Specific “32 inch blue distressed jeans” © 2012 Digital Firefly Marketing 21
- 22. How does search work? • Google starts with high traffic websites: CNN • Clicks on every link that takes it to many websites • On each website - looks for keywords • On every website it clicks on to the next website and so on • Each website is indexed for keywords • Every time someone searches a keyword like “landscaping services in new jersey” Google pulls results from index and ranks them 1 to infinity • Displays first ten according to quality score. © 2012 Digital Firefly Marketing 22
- 23. What is Search Engine Optimization? • The process of making a website more likely to be ranked higher in search engines • Google isn’t THAT smart • Think like you search © 2012 Digital Firefly Marketing 23
- 24. Key Drivers to Ranking in Google • Over 200 inputs to Google’s Algorithm • Links - both quantity and quality to a website • Social Media - Tweets, Rts, +1s. • Locations and Language (Spanish is pretty big in the U.S. • Quality metrics - Bounce Rate, Time on Page, Site Structure, Site Speed © 2012 Digital Firefly Marketing 24
- 25. Webpage Anatomy 1. Keywords in the right places 2. Page Titles 3. Images 4. URL 5. Headers 6. Body Copy © 2012 Digital Firefly Marketing 25
- 26. Better SEO • Conduct an SEO audit - what keywords are you using? • Blogs, News, Images - Keep your site fresh • Post on Facebook, Twitter and Pinterest © 2012 Digital Firefly Marketing 26
- 27. Common Problems We See • Broken Links • Vague Keywords - About Us! • Old websites that are hard for Google to index • Empty Image Alt Tags © 2012 Digital Firefly Marketing 27
- 28. Getting Found in Google • Use a real content management system • Research the right keywords • Be active in social media • Update your website frequently • Articles about you and your firm © 2012 Digital Firefly Marketing 28
- 29. Holistic Approach = Content Marketing What is Content Marketing? • Creating content on a regular basis to be indexed by Google, linked from other sites and shared on social media • Becoming a “thought” leader • Using content to bring people to your site to become a lead or a sale © 2012 Digital Firefly Marketing 29
- 30. Typical Content • Blogs • Pictures • Webinars • Infographics © 2012 Digital Firefly Marketing 30
- 31. Why does Content marketing work? • Infinite time horizon - Content is always available on your site • Generates leads • Shareable - Content can be shared via social media for “viral” effect © 2012 Digital Firefly Marketing 31
- 32. Map content to sales cycle © 2012 Digital Firefly Marketing 32
- 33. How to start.... • Decide what’s in front or behind a form • Write informational “how tos” about your product or industry • Use Old content - brochures, presentations, etc. • Schedule it • Recycle pieces of older content • Publish it and post it via Social Media © 2012 Digital Firefly Marketing 33
- 34. Holistic Approach = Social Media Why Social Media is Free © 2012 Digital Firefly Marketing 34
- 35. What is Social Media Marketing? • Building an audience who is engaged with your brand • Posting company updates that audiences can engage • Advertising on websites that have huge audiences. © 2012 Digital Firefly Marketing 35
- 36. The Big 5.......plus Little 6 • Facebook - Water Cooler of the Internet • Twitter - Global Square • Pinterest - The world’s pin board • LinkedIn - Professional Networking • YouTube - Video on demand • Google+ - Play to the search bias © 2012 Digital Firefly Marketing 36
- 37. Social Media for Business The biggest problem is keeping social media current Tips and Tricks – Write for the week and schedule – Tie Facebook to Twitter and YouTube – Schedule time during “off” hours – Advertise - as little as $1 a day. © 2012 Digital Firefly Marketing 37
- 38. Holistic Approach = Brand Reputation What is Content Brand Management? • What people say about you online • Correcting or responding to complaints • Removing or suppressing negative information © 2012 Digital Firefly Marketing 38
- 39. How do you monitor? • Google yourself, your business or your products and look 5 pages back • Sign up for News Alerts on Google • Monitor review sites like Yelp • Monitor Frequently! © 2012 Digital Firefly Marketing 39
- 40. When bad things happen... • Respond quickly and contritely • Ask webmaster to remove content • Create more content to bury content © 2012 Digital Firefly Marketing 40
- 41. Q&A © 2012 Digital Firefly Marketing 41