Digital marketing master class session II

© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Session II

Digital Marketing Masterclass
About
● Not for profit 501(c)(3) Volunteer Organization
● Resource partner of the U.S. Small Business Administration
(SBA)
● Over 340 Chapters and 11,000 Volunteer Mentors Nationwide
● 70+ Mentors in NYC
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SCORE NYC
26 Federal Plaza, Room 3100
New York City , NY 10278
(212) 254-4507
ask@scorenyc.org

Maurice Bretzfield Kenny Soto
bretzfield@scorenyc.org soto@scorenyc.org
SCORE NYC
Resource
Volunteer
Digital Marketer
SCORE NYC
Certified Business
Mentor
Digital Marketing
Evangilist © Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.

Our Goals For YouTo instill in you the
passion, dedication,
and commitment
required for you to
become a successful
Digital Marketer
To show you a new
way to think about how
to build a business now
For you to understand
that DM is a journey.
The train has pulled out
ot the station and just
keeps accelerating
That you will understand
that successful Digital
Marketing requires
continuous learning and
that the digital universe is
evolving, literally,
at the speed of light.

Digital Marketing Masterclass Series
For SCORE NYC
Session 1 - January 14, 2017
Session 2 - February 4, 2017
Session 4 - March 4, 2017
Session 5 - April 15, 2017
Session 6 - ?
Certificate of Completion
of The Digital Marketing
Masterclass from
SCORE NYC.

What You’ll Learn
Session 1 - January 14, 2017
● The Marketing World In 2017 - Touchpoints, Devices, Storytelling and Experience
● Moore’s Law, Exponential Change, and the World of Martech
● The Four Commandments of Digital Marketing
● Understanding The Buyer’s Journey

What You’ll Learn
● Review Session 1
● Keyword Research, Long Tail Keyword Phrases, and Creating a Semantic Core
(Ubersuggest, SEMRush, Google Keyword Planner Tool).
● Preview to Analytics, Metrics and Reporting
● Creating A Content Marketing System
● Listening As A Strategy (SEMRush, SproutSocial)
● Creating A Content Strategy

Resources
www.searchengineland.com
contentmarketinginstitute.com
moz.com/blog
marketingland.com
chiefmartec.com
socialmediaexaminar.com
socialmediatoday.com
contently.com/strategist
adage.com
inbound.org

Digital DNA

The Digital Enterprise

http://www.mckinsey.com/industries/high-tech/our-insights/achieving-a-digital-state-of-mind
Digital Mind
Digitally Driven Metrics Driven

AI Sensors Robotics
The “Cloud” IoT
The Future is NOW

The Internet of Things

Smart Home
Smart World
Smart City

Digital Consumer Universe

Digital Marketing Touchpoints - The Five Moments of Truth

http://hiutdenim.co.uk
What Experience Does Your Brand Promise?

Knoweth Who Thy Customer Is
The First Commandment of Digital Marketing
Buyer Personas

What websites will this
customer frequently visit?
What blogs do they read?
What are likely search
terms they will use?
What sort of content
appeals to them the most?
Buyer Personas

www.akoonu.com www.makemypersona.com www.xtensio.com
Buyer Personas

Knoweth What Thy Customer Wants
The Second Commandment of Digital Marketing

How Google Works
https://www.google.com/insidesearch/howsearchworks/thestory/
Google Crawls and Indexes Over 130 Trillion Web Pages
100 Billion Times a Day
Google sorts these pages by
their content and other
factors.

Google Advanced Search
www.google.com/advanced_search
https://www.youtube.com/watch?v=yzH1oYA4Gv0

Create a Keyword Strategy

Keyword (Root) = “internet”
Long-Tail Variations = “internet marketing”, or “internet marketing facts” or “information
on internet marketing” or "internet marketing tutorial videos" or “internet marketing
instructional video”, or “internet marketing companies nyc” or “top internet marketing
companies new york city”.
What is a
Keyword?
What is a Keyword
Phrase?

Long Tail Keyword Phrases

Step 1: Create An Initial List of 10 (or more) Root Words
What products & services are you selling?
What industry are you in?
What common phrases did you find when researching
information about your client personas?
Make a list of important, relevant topics based on what
you know about your business and your industry
(synonyms help too).
Keyword Research

You can find relevant keywords in
Wikipedia articles.

And you can search on online forums.
Quora is a great resource to use when you
want to find out what language your
customers are using.

If you get stuck, Google suggests other keyword phrases to use!

Step 2: Use Your Initial 10 As Root Keywords
Use Ubersuggest, Google Keyword Planner Tool
and/or Semrush to generate lists of related
search terms.
You can also use competitor domains in
SEMrush to find what search terms they are
ranking for.
Keyword Research

Step 3: Evaluate Your Keywords
Keyword Research

Relevance To Your Business
A good place to start is removing any keyword
phrase with the word free - (b/c you’re not giving
anything away, right?). Or remove any keyword
with an old date.
Certain keywords will have locations associated
with them. If your business doesn’t reside in any of
those locations, delete those keywords.
Keyword Research

Level Of Competition
You don’t need to delete keywords that have a lot of competition, just
don’t have them as a high priority.
You want to target keywords with low competition starting off to build
domain authority and page authority.
Best practice is to rank from positions 1-3 on the SERPs for 25
keyword phrases before targeting keywords with competition levels
over 0.75.
Keyword Research

Older Content You Already Have to Repurpose
If you have old content that you’ve already
published, see if you can repurpose that
content utilizing any correlated keywords from
your list.
Keyword Research

Step 4: Incorporate The Top 50 Into Your Editorial Calendar
Each month, you should be rotating between
10-15 keywords to use in your content, from the
top 50 in your targeted keyword list.
Each landing page & post you publish should
have 5 keywords included in the the content.
Keyword Research

Step 5: Track Your Ranking For Each Keyword
You can use SEMrush to see which keywords
your domain is ranking for.
Domain Analytics > Top Organic Keywords
Keyword Research

Step 5: Track Your Ranking For Each Keyword
Keyword Research
You can use this tool for free,
inputting each keyword one at a time.
https://www.searchenginegenie.com/googl
e-rank-checker.html
Use this multipurpose
tool for $59/mo
www.semrush.com

Step 6: Repeat This Process Regularly
Keyword Research

Use Microsoft Excel or Google Spreadsheets to Organize Your Lists
Keyword Research

Keyword Research Tools

Understanding Search Intent

https://moz.com/blog/keyword-driven-personas-whiteboard-friday

3. Knowing where customers are searching for what
you have is accomplished through studious
research
Listen, Listen and Listen some more....
Knoweth Where Thy Customer Resideth

How Do I know Where To Start?

Using Keywords As Hashtags
These free tools allow you to search posts on any
keyword your customer uses.

Use Hashtagify To Find Related Hashtags

Then Take Those Hashtags And Find Posts To Engage With On
Tagboard

Knoweth The Language of Thy Customer
4. Knowing the language of the customer refers to
understanding how the customer articulates a
problem to themselves -
Listen, Listen and Listen some more....

LaaS - Listening As A Strategy

1: Determine WHAT To Listen For
2: Determine WHERE To Listen For It
3: Set Up A Dashboard - Your Web “Listening Post”
4: Start Listening
6: Get Involved in the Conversation
A 6 Step Strategy

1: LinkedIn Groups
2: Facebook Groups
3: Twitter Search
4: Pinterest Search
5: Instagram Search
6: Facebook Audience Insights (Session 4)
7. Reddit
8. Quora
12 Places To Listen

www.boardreader.com www.icerocket.com www.google.com/news
12 Places To Listen
www.buzzsumo.com

Remember the new paradigm. No matter what your product or service is -
today we must all be media producers and distributors.
We have no choice.
Developing A Content Strategy

Experiential Marketing
What Experience Does Your Brand Promise?

21st Century Branding = Authenticity

THEIR

What Is A Content Strategy?
Communication
Creativity
Customer Focus
Consistency Collaboration
Curation
Creation

1. Paid: Google Adwords, Paid Social Ad Placement
2. Owned: Your own Website, Blog, Social Media Channels
3. Earned: Links From Other Sites, User Shares & Influencers

Find Your Voice
Keyword: Consistency
Find Your Face

WIIFM?
(“What’s In It For Me?”)

7 Rules Of An Effective Content Strategy
Rule #1: Focus on your Customer First
Whether it’s your digital content
strategy or your business strategy,
this rule should always be #1.
A customer-focused digital content
strategy should be at the heart of your
marketing plan.

Rule #2: Be Consistent
Consistency is key for establishing loyalty. Train
your customers to expect great content from you
and they will keep coming back for more… and will
probably encourage others to come to you as well.
A comprehensive publishing calendar is invaluable
for a successful digital content strategy. It ensures
you stay on top of your content and that you
establish a regular drumbeat.

Rule #3: Get Out of Your Comfort Zone – Be Creative
While consistency in publishing is critical, the
method of delivery can vary. Facebook
updates, white papers and monthly contests
are all great. But mix things up every now and
then and create a funny video or utilize eye-
catching imagery to convey your message to
your target audience. Think of different ways to
repurpose content to extend it’s reach. Be
creative in your approach to set yourself apart.

Creativity is born through focused experimentation

Rule #4: Communicate
Make Your Customers Your Collaborators
Talk WITH your customers… not AT them.
Engage them in interesting dialogue and make
them feel acknowledged and appreciated. You
will learn more about your customers as well as
how they perceive your company, products
and/or services.
Don’t forget the most important aspect of
communication… be human.

Rule #5: Create Unique Content
What will keep your customers
coming back to you for more?
Giving them something that they
can’t get anywhere else.
Make sure you are providing unique,
relevant and valuable content that
your customers actually want or
need.

Rule #6: Curate Select Content
Fill the gaps between your original content with
curated content. Be selective about what you share
and make sure it fits your overall business and
content strategy. When done correctly, content
curation can be very beneficial. “A curated site that
mixes created, contributed and gathered content
sends a powerful message of inclusion to
customers,
In-Depth Guide to Content Curation PLEASE READ

Rule #7: Collaborate with Customers - Reciprocally
User generated content can be extremely powerful
in your overall digital content strategy. The best
way to show the benefits and advantages of your
product or service is through the voice of your
customers. Whether it is via a picture of a
customer using your product or a comment about
your product on a social network – it provides
validity that is often needed for a prospect to make
the jump to being a customer. Linking
opportunities??

Collaborate with Customers - Reciprocally

9 important Blogging Tips
Developing and Maintaining a Lead Generating Blog
1. Be Consistent
If you blog about cupcakes then keep blogging
about cupcakes. Your readers aren’t coming to you
to learn about knitting.
If your blog is about knitting then continually write
about knitting, your readers aren’t coming to you
to learn about baking cupcakes….

2. Dare To Be Different
Chances are, whatever you’re blogging about
there are already lots of other blogs about it.
Find your niche. For instance, there are a lot of
blogs about domestic violence, Nancy
Salamone blogs about how domestic violence
affects the workplace….

3. Be Authentic
Let your personality shine through.
Write like you speak. Develop your own
blogging “voice” and tell it like you
think it is.
Remember the words of Oscar Wilde
“Be yourself, everyone else is already
taken”....

4. Always Include A Photo, A Graphic or
a VIDEO
Remember, “every picture tells a story”....
Pictures evoke emotion.

5. Tell Them A Story
We have been storytellers since the
dawn of man. People love stories.
We learn from stories. We remember
them and feel them emotionally....

6. Include Facts & Statistics
Facts and statistics add credibility....
www.factbrowser.com www.factshunt.com

7. Make Video A Large Part Of The Mix
Your blog posts should be a mix of
written, video and even oral content. Use
Google Hangouts, Facebook Live and
other video but be sure to write a short
synopsis of what the video is about for
SEO ....
We’ll talk about Keywords later. But
remember that you’ll want to include
keywords and keyword phrases in the
synopsis.

8. Optimize For Search
We’ll talk about optimization in detail.
But for now remember all of your content
must be optimized for search engines.

9. Spread The Word
Post links to your post with a short
synopsis throughout your social
networks....

1. Page Title: Use
a descriptive name
for the blog - don’t
just call it "blog"
This is an SEO
element.
8 Important Elements of An Effective Blog

2. Headline: Use a
strong, evocative
and keyword rich
headline.
This is an SEO
element.

3. Include a CTA -
a “Call To Action”

4. Include a
Subscription Box.
BUILD YOUR LIST
It’s an extremely
valuable asset.

5. Include Social
media sharing on
the sidebar. Every
article should be
sharable with
Social Media Sites

6. Include an image
on every post

7. Display 5
excerpts of posts
on the blog home
page. This shows
consistency and
authority

Optimize for the small screen
And Don’t Forget to…...

The Web Is A Content Consuming Beast
Types of Content

Types of Content

Searched:
Cellphone camera
accessories
Video Production Equipment

MNN.org

All of these platforms support video...
Video Is Essential

Searched:
Podcasting
Production
Equipment on
Amazon
Podcasting Production Equipment

Soundcloud
Stitcher
iTunes

A tribe is any group of people, large or small, who are
connected to one another, a leader, and an idea. For millions
of years, humans have been seeking out tribes, be they
religious, ethnic, economic, political, or even musical (think of
the Deadheads). It's our nature.
Now the Internet has eliminated the barriers of geography,
cost, and time. All those blogs and social networking sites are
helping existing tribes get bigger. But more important, they're
enabling countless new tribes to be born—groups of ten or ten
thousand or ten million who care about their iPhones, or a
political campaign, or a new way to fight global warming.
Highly Recommended Reading

Highly Recommended Reading
Publishing is the NEW MARKETING.
How do you cut through the noise, commotion, and bad
information that is right now cluttering up your
customers' digital space?

Maurice Bretzfield Kenny Soto
bretzfield@scorenyc.org soto@scorenyc.org
SCORE NYC
Resource Volunteer
Digital Marketer
linkedIn.com/in/KennySoto
SCORE NYC
Certified Business Mentor
Digital Marketer
linkedin.com/in/bretzfield
Connect
With Us

Thank You

Digital marketing master class session II

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