Digital marketing crash course taster session Sussex Downs College

1. Digital Marketing Enlightenment
Internet Marketing
SEO & Social Media in
Plain English

2. Digital Marketing Taster Session
1st Hour
• What is Digital Marketing? (15mins)
• What is SEO (15 mins)
• What is Social Media? (15 mins)
• Why do I need a digital marketing plan? (15mins)
Break – tea/coffee
2nd Hour
• Digital marketing Snap Game (15 mins)
• Feedback, Evaluation & Group Discussion (15mins)
• Q&A session (10mins)
• Next Steps (Course details)

3. Why does being online matter?
http://www.youtube.com/watch?v=XDsYZFygFI0

4. 800 million users
200 million on Twitter
1 billion tweets a week
2nd largest search engine
Crikey! Google+ surpasses
43 Million Users

5. Digital Marketing is…
Digital marketing is a combination of
push and pull Internet technologies to
execute marketing campaigns.

6. Re-thinking marketing
Traditional New
Outbound Marketing Inbound Marketing
• Telemarketing • SEO / SEM
• Trade shows • Blogging
• Direct mail • Social Media
• Email blasts • RSS (news feeds)
• Print ads • Content marketing
• TV/radio ads • Viral videos
Interruption based Permission based

7. Traditional marketing

8. Digital marketing

9. Re-thinking marketing
Digital Marketing goes beyond the click engaging
people on multiple levels in a relevant way….
• Understanding how audiences use and interact with technology
• Content - copywriting, virals, tweets, engaging content
• Social media
• SEO, Pay Per Click (PPC)
• User experience
• Online PR, branding, reputation
• Email marketing
• Goals, Research (audience, market place, competitors)
• Conversion optimisation
• Web Analytics
• Web/app development, technical

10. SEO Enlightenment
SEO Basics in
Plain English

11. Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) is
a technique which helps search engines
find and rank your site higher than the
millions of other sites in search engines.

12. Would you read this book?
www.webyogi.co.uk

13. How do search engines work?
• Search engines are not humans
• Search engines crawl the Web to see what is there
• They follow links on your page
• They don’t see images, Flash movies, JavaScript
• After a page is crawled, the next step is to index its
content
• Search algorithms place different emphasis for
common factors like keyword density, links, or
metatags
www.webyogi.co.uk

14. Search Engine Optimisation
PAID
10%
Vertical FREE!
Search 90%

15. Search is changing

16. What is SEO - Why is it important?
Benefits of SEO :
1. Optimized Search Results –
increases the ranking of your website
on many search engines.
2. Increase Visibility – Search engine
optimization helps to increase search
engine visibility
3. Increased Online Traffic – This is a
result of increase visibility in the search
engines.
4. Cheap – If done properly, SEO
helps promote your website for little
cost.

17. What’s important?
Two factors are vital:
• On page optimisation
• Off page optimisation – link building/social
media

18. Keyword research
Keywords & key phrases are words that
tell the search engines what your website is
about. They are the same words that
surfers type in the search engine to find
what they are looking for.

19. SEO basics - keywords
Keywords used by searchers are not necessarily what we think!
• Over 50% of searchers use key phrases of 3 words or longer
• Vital to a successful SEO campaign
• Local search - location specific key phrases are common
use theses in title tags
• Aim to optimise your site for the top 20 targeted keywords
www.webyogi.co.uk

20. Choosing keywords
•‘Just right’
• Use phrases
e.g. web design London
• Relevant Keywords
• What would you search?
• Local Keywords
• 1 Keyword per page
Google adwords tool https://adwords.google.com/select/KeywordToolExternal

21. SEO – Meta titles, descriptions, alt text
Visible On Page SEO “Invisible” On Page SEO
• Page Title
• URL • Meta Description
• H1,H2,H3 tags • Keywords
• Page Text • Alt text on images
• Bold
www.webyogi.co.uk

22. Title
Heading h1
Alt image tag
Copy
www.webyogi.co.uk

23. The longtail of keyword demand
the long tail of search is where 70% of search queries occur.

24. The longtail of keyword demand
e,.g White goods electronics business…
The fat head keywords = dishwasher’ & ‘vacuum cleaner’.
chunky middle = brand names:
‘Zanussi washing machine’, ‘Dyson vacuum cleaner’.
But the real money for this site is in the long tail.
Longtail keywords like ‘bosch avantixx wae24366′.

25. Link building
Fundamental part of SEO. You need a link
building strategy! Example tactics include….
• Research niche websites/forums
• Blogs – guest blog
• Press releases
• Articles
• Social bookmarking – Digg your site
• Directories - submit your site to DMOZ http://www.dmoz.org/ &
local directories
• Reviews – qype, yelp, google places
• Yahoo answers, Wiki answers
• Authority sites - e.g .gov.uk, Guardian
www.webyogi.co.uk

26. Crawling & Indexing
Without links, the
engines might
never find this
page
www.webyogi.co.uk

27. Fix technical issues - broken links!
www.webyogi.co.uk

28. Local SE0 & Review sites
Get listed & get reviews on …
• Google Places
• Yahoo Local
• Bing Local
• Facebook places
• Touch Local, Yelp, Qype, Foursquare
www.webyogi.co.uk

29. What’s important in 2012?
• Site speed
• Social media
• Sitemaps – esp video site maps
• Content Marketing
• Reviews – qype, yelp, google places
• Mobile
• Video
• Question & Answers - Yahoo answers, Wiki answers
• Page title - Google is considering your clickthrough rate (CTR) so
you must consider the message in your page title tag and add a call to
action if you can
www.webyogi.co.uk

30. SEO Basics Summary…
• Keywords - Use your keyword/key 7. ImageTagging - Every image on
phrases, in context, within the text the page should have a filename
of your page. that matches the keyword of that
• Think like a spider, write like a page. The ALT text should be the
human. Build your list of keywords, same as the image name and
and develop pages around them. have the keyword in its name.
• Meta Data - Think Twitter. You 8. Meta Keywords. Don't matter to
have 150 characters to summarize Google, but matter to other search
the topic on the page. engines
• Tags - tag your content (H1, H2, 9. Friendly URLs. If possible, your
etc.). You want to have your URL should contain your keyword.
keyword in your H1 tags. A good URL:
http://www.webyogi.co.uk/internet-
marketing.php
A bad URL:
http://www.webyogi.co.uk/X5567Y3

31. www.webyogi.co.uk

32. Search Engine Optimisation
If you don’t read anything else, read this Guide!

33. Social Media Enlightenment

34. Social media networks

35. Social Media
Social media is just about human beings having
conversations and relationships
through the use of online technology. It’s
simply a new form of mass media. It helps
SEO by building relationships that may later
turn into links and sales

36. The social media revolution - video
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
www.webyogi.co.uk

37. Social media – Who gives a damn?
• Low cost
• Unlimited access
• Simplicity
• Global reach
• SEO social signals
• Measurability

38. The conversation prism – click for details
The Conversation Prism
gives you a whole view of
the social media
universe, categorized
and also organized by
how people use each
network.
So many
networks…
So little time!
www.webyogi.co.uk

39. Social media dashboards
But… there are tools you
can use to help manage
social media sites..
•Buffer
•Hootsuite
•Tweetdeck
•Sproutsocial
www.webyogi.co.uk

40. What’s Hot?….
Source: Social Media and Online PR Report, Econsultancy & bigmouthmedia

41. What makes a good Social Media Campaign ?
Old Spice “Smell Like a Man, Man.”
Old Spice spokesman Isaiah Mustafa
was popular in TV commercials, but
what really made this campaign an
interactive hit was the recent Web-
based element with Mustafa
responding to questions submitted by
fans on Twitter and other social
media outlets in as many as 180 Web
videos. He proposed marriage to one
fan's girlfriend. She accepted.
From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author - Victoria Taylor – 8/17/2010

42. juicy Social media links – yum !
You’ll love these links!
• Hubspot inbound marketing blog – Marketing
Resources for small businesses: strategic Internet
marketing tips and links to much more.
• Social Media Examiner – Social Media Examiner is
a free online magazine designed to help businesses
discover how to best use social media tools
• Mashable – Social Media news blog covering cool
new websites and social networks
• Duct tape marketing blog – Small business
• marketing coaching and consulting ideas &
strategies that are simple & effective.
www.webyogi.co.uk

43. Digital Marketing
Game
This game introduces you to internet
marketing & social media & gets you
thinking about how to use it ….

44. Pick 2 Cards only

45. Business Objectives
Look at each card and think about how
valuable/important the channel is to your organization.
Think about the following options to narrow down the
list:
• Company Goals – What are the top priorities for the
business to achieve? Brand Awareness, Education,
Web Traffic or Sales?
• Budget - How much do you have to spend on your
marketing effort's)?
• Available resources – What personnel or outsourced
resources do you have?

46. Digital tactics
· Blogging · Local search marketing
· Micro blogging · Mobile marketing
· Email marketing · Groupon/offer sites
· Social media · Online/digital public relations
monitoring & outreach · Web site
· SEO, Pay per click · Viral marketing
· Blogger outreach · Free content (eBooks,
· Video marketing white papers)
· Classifieds e.g. Gumtree · Online communities/forums
· Directories · Webinars
· Podcasts

47. Choose a customer or business
Think about how you would connect online
• Which networks are best?
• Which ones meet you business
objectives?
• What digital tactics would you use &
why?

48. Lets play!
Match customers
to social media cards

49. Feedback….

50. Fish where
the fish
are…

51. Social media toolkit

52. Use multiple social media tools

53. Digital marketing plan
“Digital marketing & Social
Media should be
integrated with wider
business objectives”

54. The Digital Marketing Mix
•Start with your website goals and
create valuable content for your
audiences
•Research your online landscape for the
most appropriate marketing mix for your
digital strategy
•Use web analytics, on and offline
conversion tracking and optimisation to
measure campaigns
•Implement the tactics that fit your
business goals best.

55. Digital marketing planning
Use the SOSTAC® planning model. In plain English this simply means
breaking your plan down into six elements: -
• S stands for Situation Analysis - which means where are we now?
• O stands for Objectives which means where do we want to go?
• S stands for Strategy which summarises how we are going to get
there.
• T stands for Tactics which are the details of strategy
• A is for Action or implementation – putting the plan to work
• C is for Control which means measurement, monitoring, reviewing,
updating and modifying.
www.webyogi.co.uk

56. Digital marketing planning
In plain English this simply means breaking your plan down
into six bits: -
• Where are we now?
• Where do we want to go?
• How we are going to get there.
• Tactics - the details of strategy
• Action - putting the plan to work
• Control - measurement, monitoring, reviewing, updating and
modifying.
www.webyogi.co.uk

57. Steps to digital marketing success….
• Research what your target audiences are searching for on
Google, find keywords
• Listen, engage and participate through social media
• Develop an digital marketing plan that meets your business
objectives
• Optimise your existing web content to meet Google best
practice
• Create and distribute content that will promote your
expertise and drive more targeted traffic to your website
• Implement content & link building strategies to help you
achieve high Google rankings
• Measure your activities through web analytics
www.webyogi.co.uk

58. Digital Marketing Crash Course
What will I learn?
Understand SEO, Social Media & Online PR in a business context.
Plan your digital activity in the future and measure/evaluate results
Course Modules
•Overview of Digital Marketing
•Search Engine Optimization
•Social Media Marketing
•Email Marketing
•Content Marketing
•Online PR
•Web Analytics
•Writing a Digital Marketing Plan
www.webyogi.co.uk

59. Email marketing
How email supports social media
marketing efforts
• Mad Mimi
• Aweber
• Mailchimp
• Constant Contact

60. Content Marketing – How to do it
Text – where people put
across views, opinions or
write blog posts.
Images – images and
photos
Audio – social media
enables you create
podcasts or radio shows
Video – video sites mean
that you can record
entertaining videos for the
world to see.
Check out : http://www.junta42.com/content-marketing-playbook.aspx
www.webyogi.co.uk

61. Online PR Newsroom…
Submit your completed article.

62. Web Analytics - Google Analytics….
www.webyogi.co.uk

63. Thank you!
Any questions?
Follow @webyogi
Looking for digital marketing
SEO or social media advice?
Visit www.webyogi.co.uk

64. Excited about how
Digital Marketing can
revolutionise your
business?
Sign up for our one day digital
marketing crash course today!
20th April 2012
Newhaven Campus