Digital Marketing Setup and Strategy Workshop

Digital Marketing Strategy
& Setup

SESSION 1
Business Needs Analysis
& Messaging Development

Simple Business Needs Analysis
 As it relates to marketing…
 Growth goals
 Desires
 Capabilities
 Lifetime value of client?
 Cost per acquisition tolerance
 How long are you willing to lose money on acquisition?

Messaging
Worksheets
1. Your target buyers (up to 3)
2. Define your target buyer persona.
3. Company identify - define your business.
4. Write your positioning statement (elevator
pitch).
5. Messaging platform for application.

Use Clear Messaging
 Most Companies Use the “Throw Everything
on the Page” Method
 Instead, Clearly Present Your Message

Email dan@stratexdigitalmarketing.com for
Worksheets

More Than 1 Message?
 E-commerce Site?
 Multiple Services/Products?

Amazon
 Has a Primary Message Area
 Knows People Search
 Provides Other Mechanisms … Lower
 Clear, Clean

Multiple Offers
 Help People Choose
 Channel Them Into Different Directions
 Can Still Be Done Clearly, Succinctly

 Avoid Large Blocks of Text
 “Chunk” Information”
 Bulleted Lists, Headings, Small Paragraphs
 Clear, Easy to “Scan”
 Focused
 Lead the Visitor

Don’t Just Throw Stuff on a Page!

Why Keywords?
 The Foundation of Your Campaign:
 SEO
 Social Media
 Advertising
… all Keyword Oriented

Keywords Connect Your
Prospects to Your Site

If You Don’t Know the Keywords,
You Can’t Connect!

Don’t Guess!
1. You’ll Miss Important Terms
2. You’ll Focus on Unimportant Terms

Example
Online University:
online degree

The “Long Tail”
 Most Searches Do Not Use Your Primary
Keywords
 Multi-Word Phrases
 Very Specific Phrases

High Cost
& Competition
Low Cost
& Competition
Low Probability
of Conversion
High Probability
of Conversion
1 Word Phrases
“boots”
2-3 Word Phrases
“ski boots denver”
More Descriptive Phrases
“where to buy ski boots in denver”
Search
Volume
Unique Search Terms
>70% of all Google
searches are long-tail
keyword searches
Long Tail vs. Head Terms

Long Tail Examples
 Primary Term: mortgage
 Long Tail:
 denver mortgage broker low cost
 find simple mortgage calculator
 cheapest mortgages

Ignore the “Long Tail”?
 = Missed Opportunities
 Find Those Opportunities … Esp. in
Competitive Arenas

Keyword Research
 Brainstorm List
 Refine:
 Buying terms vs. research stage?
 Longer tail terms
 Denver criminal law – NO
 Denver criminal lawyer – PROBABLY
 Customs homes denver – POSSIBLY
 Custom home builders denver – PROBABLY
 Point of sale software – POSSIBLY
 Point of sale software company – PROBABLY

Keyword Research
 We are going to use Google Adwords
 Good place to start
 Gives some direction
 Not all the data
 Login to my MCC account:
 info@stratexdigitalmarketing.com
 PW: stratex11916

Keyword Research
1. Go to: Tools>Keyword
Planner
2. >Search for new…
3. Paste List of
Keywords

Keyword Research
1. Go to: Tools>Keyword Planner
3. Paste List of Keywords
4. Choose Location
5. Show average
monthly searches

Keyword Research
4. Choose Location
5. Show average monthly searches
6. Keyword Options:
Only show closely
related
7. >“Save”

Keyword Research
4. Choose Location
6. Keyword Options: Only show
closely related
7. >“Save”
8. >”Get Ideas”

Keyword Research
4. Choose Location
closely related
7. >“Save”
8. >”Get Ideas”
9. >Download

Keyword Research
4. Choose Location
closely related
7. >“Save”
8. >”Get Ideas”
9. >Download
10. “Check” Segment
Statistics by Month
11. “Download”
12. “Save”

Keyword Research
1-Raw Data, 2-Delete & Move Columns, 3-Click on corner, double click on line

Keyword Research
1. >Data>Sort
2. “My list has headers”
3. “Sort by”
1. Avg. Monthly
2. Suggested Bid
3. Competition

Keyword Research
Now you have your list!
• May need to fill in some
of the suggested bids
with an “estimate”

Keyword Research
Refine and Organize Your
List Using Excel Tools
Requires some
intermediate skills
1-Filter
2-Copy and paste in
another worksheet

Keyword Research
 Competitive Research:
 See who is ranking for your best term.
 Type in Competitors to SEMrush.com

Using Your Keywords
SEO – in Web Pages:
 Title Tags
 Description Tags
 URLs
 Internal Links
 etc.

SEO – Content:
 “Think Keywords”
 Page Content
 Blog Posts
 Syndicated Content

SEO – in Links to Your Web Pages
 Anchor Text
 Content Around Links

Whatever You Do …
…Think Keywords

 Posting on Social Network Sites
 Writing Whitepapers
 Placing Ads

Keywords Connect
You to Customers!

Google Adwords
Analyzing the Opportunity Today – In-depth Class Next Tuesday
1. Estimate Cost Per Lead
2. Estimate Cost Per Sale
3. Project Budget
4. Keys to success:
1. Targeted keywords
2. High converting ads (messaging)
3. High converting landing pages (messaging)
5. If you do a great job:
1. Cost can be reduced by 50% to 90%
2. Lower cost per sale by 50% to 90%

Adwords Opportunity
Estimated Best Case Scenario*
Cost Per Click: $16
Conversions to Lead: 10%
Cost Per Lead: $160
Conversions to Sale: 10%
Cost Per Sale: $1,600
Estimated Worst Case Scenario*
Cost Per Click: $34
Conversions to Lead: 5%
Cost Per Lead: $680
Conversions to Sale: 5%
Cost Per Sale: $13,600
Why do we care?
• Excellent Marketing Analysis
• Could be profitable
• Can help determine SEO Strategy

Google Adwords-Example
Paid Results Top and/or
Right Side
Search:
‘colorado workers compensation attorney’
• Our Client in Google Adwords:
Over 15% Conversion to lead Rate
• 20% conversion to client
• Firm only takes head, neck, back and
brain injury
• #1 Law Firm Site in Organic
• Cost per acquisition is profitable for
PPC, however…
• Cost per acquisition is 50%-80% lower
from organic traffic

Google Adwords
Now you have your list!
• Fill in Suggested Bid
blanks with estimate

Google Adwords
Estimate Excel Template: One Keyword at a Time
Keyword denver personal injury attorney denver customer home builders
Monthly Search Volume 480 200
Estimated Cost Per Click $103.70 $5.5
Click Through Rate (Recommend 4% to 8%) 8% 8%
Total Clicks 38.40 16.00
Monthly Budget for Search Term $3,982.08 $88.00
Conv/Lead/Rate (2% to 20%) 5% 5%
Leads 1.92 0.80
Cost/Lead $2,074.00 $110.00
Conv/Sale/Rate (5% to 20%) 5% 5%
Sales 0.10 0.04
Cost/Acquisition $21,604.17 $2,750.00

Google Adwords
Estimate Excel Template: Columns
Keyword
Avg. Monthly
Searches
Suggested
bid Click/Rate Clicks Budget
Conv/Lead/Rat
e Leads Cost/Lead
Conv/Sale/Rat
e Sales Cost/Acquisition
home builder denver 20 $2.49 8% 2 $3.98 5% 0.08 $49.80 10% 0.01 $498.00
custom home builder denver 30 $2.43 8% 2 $5.83 5% 0.12 $48.60 10% 0.01 $486.00
home builder denver co 20 $5.01 8% 2 $8.02 5% 0.08 $100.20 10% 0.01 $1,002.00
new home builder denver 20 $6.24 8% 2 $9.98 5% 0.08 $124.80 10% 0.01 $1,248.00
denver home builder 30 $5.47 8% 2 $13.13 5% 0.12 $109.40 10% 0.01 $1,094.00
home builder colorado springs 30 $7.44 8% 2 $17.86 5% 0.12 $148.80 10% 0.01 $1,488.00
custom home builder colorado 30 $3.39 8% 2 $8.14 5% 0.12 $67.80 10% 0.01 $678.00
colorado home builder 30 $3.28 8% 2 $7.87 5% 0.12 $65.60 10% 0.01 $656.00
colorado springs home builder 20 $4.76 8% 2 $7.62 5% 0.08 $95.20 10% 0.01 $952.00
colorado custom home builder 20 $3.76 8% 2 $6.02 5% 0.08 $75.20 10% 0.01 $752.00
home builder colorado 20 $3.56 8% 2 $5.70 5% 0.08 $71.20 10% 0.01 $712.00
new home builder colorado
springs 20 $7.50 8% 2 $12.00 5% 0.08 $150.00 10% 0.01 $1,500.00
Totals and Averages 290 $4.57 8% 23 $106.14 5% 1.16 $91.50 10% 0.12 $914.97

SESSION 4
Competitive Analysis

Analyze Your
Competition
1. You Already Have a Web Site
2. You’re Just Getting Started

Existing Site?
 Compare Your Site to Theirs
 Would You Buy from You?
 What Are They Doing Well?
 What Can You Do Better?
 Opportunities
 How Much Work Will it Take?

Getting Started?
 Which Would You Buy From?
 What Are They Doing Well?
 Opportunities
 How Much Work Will it Take?

Company
Domain
Authority
Page
Authority
Pages
Pages in Last
30
Domain Links
Link Trust
Flow
Link Citation
Flow
Traffic
Value
PPC Spend
Facebook
Shares
Facebook
Likes
Twitter
Followers
Google Plus
Followers
Site Speed
Tool Moz.com Moz.com
site:.domain.c
om
site:.domain.c
om (Choose
last 30 days)
majestic.com majestic.com majestic.com
SEMRush.co
m
SEMRush.co
m
Moz.com Moz.com Moz.com Moz.com
You
Comp 1
Comp 2
Comp 3
Comp 4
See Excel Worksheet: “Competitive Analysis”

Tools:
Moz.com
Majestic.com
Google:
Site:.domain.com
SEMRush.com Login to your free account

SESSION 5
Web Site Development
& On-Page SEO

SEO is Not Dead!
 200 Billion Searches Worldwide Each Month
 >2 Per Internet User/Day Worldwide
 Far More Among Affluent Countries
 19 Billion Searches/Mth in US … just from
Desktops through Google

SEO Starts Before You Build
 Technical Issues Affect SEO
 TLS/SSL
 Mobile Sites
 Ability to Modify Tags
 On-Page SEO is Built Into the Site

Your Domain Name
 Keywords in Domain Names: Minimal Lift
 More Important:
 Branding Issues
 Avoiding “Domain Confusion”

 Branding:
 Easy to Spell/Remember
 Strong: Fanciful Terms (Zillow, Avvo, Expedia)
 Strong: Arbitrary Terms (Subway, Apple)
 Often OK: Suggestive (Travelocity, Home Depot)
 Weaker: Descriptive/Generic
 Domain Confusion
 .com is Most Remembered
 Plurals
 Spelling Problems

Choosing a Platform
 By Hand
 Simple HTML Editors
 WYSIWYG HTML Editors
 Blogging Software/Content Management Systems
 "Site Builders"

 Great Choice: WordPress
 25% of World’s Web Sites
 Easy to Use
 SEO Friendly
 Thousands of Plugins
 “Site Builders”
 Make Sure SEO Friendly!

TLS/SSL
 Encrypted Pages – Provides a Small SEO Lift
 Entire Site: Not Just Transaction Pages
 “Transport Layer Security”
 “Secure Sockets Layer”

Mobile Friendly
 Huge Proportion of Mobile Searches…
 …Growing
 Non-Mobile Friendly Sites Rank Lower in
Mobile Results

Problem Technology
 Frames/iFrames – (Almost) Always Avoid
 Images – Don’t Use to Replace Content
 Flash – It Has Its Place (Mobile Problems)
 JavaScript – Can Limit Indexing
 PDFs – An Opportunity; Convert to HTML

Not Just SEO: Site Design
 Would You Buy from Your Site?
 Needs to Be Professional
 You Face to the World

Who Builds?
 Your Web Developer Does Not Understand
SEO
 Your Content Developer Does Not
Understand Keywording
 You Have to Oversee

Is Your Site Indexed?
 site:domainname.com
 site:cnn.com

Indexing Problems
 Brand New Site
 No/Few Links
 robots.txt Problem
 Bad Web Server
 Bad Domain
 Complex URLs

The Results Page
 SERP: Search Engine Results Page
 Various Components:
 PPC Index
 Knowledge Graph
 Organic Index
 Images
 Video
 Local Index
 Shopping Index
 News Index

The Role of Content
 You Need Good Content
 You May Not Need Great Content
 Content is Not King!

Can A Site With Great Content
Rank Well Without Links?
(In a competitive market)
No!

Can a Site with Little Content
Rank Well with Sufficient Links?
Yes!
(Recommend? Not usually.)

Can You Rank a Site Without
a Content-Heavy Focus?
Yes!
(Recommend? Not usually.)

Content Sources
 Create Yourself
 An Employee
 Hire Someone
 Content Firm

User-Generated Content
 Forums/Message Boards
 Reviews
 Feedback Posts – Customer Service =
Content
 “Author” Sites – People Post For You
 Guest Posts

Duplicate Content
 Rarely a Problem
 Content Often Appears on Multiple Sites
(See AP.org!)
 Sometimes Due to Web-Structure Problems

"In the rare cases in which we perceive that
duplicate content may be shown with intent to
manipulate our rankings and deceive our users,
we'll also make appropriate adjustments in the
indexing and ranking of the sites involved.
However, we prefer to focus on filtering rather
than ranking adjustments . . . in the vast majority
of cases, the worst thing that'll befall webmasters
is to see the "less desired" version of a page
shown in our index."
Google Webmaster Help

URLs
http://baseballdomain.com/baseball-
games/scores/dodgers.html

 Use Keywords – Very Powerful in URLs
 Separate Keywords
 Separate With Dashes or Spaces:
/baseball-scores/ not /baseball_scores/ or
/baseball scores/

 Complex URLs Are a Problem:
http://www.somestore.com/pd_526934-22506-
2125_0__?productId=50222693
 Use URL Rewriting:
http://www.somestore.com/buy-widgets/blue-
widgets/large-blue-widget.html
 Use a File Extension (Perhaps): .htm, .html, .asp, etc.

Title Tag
 One of Most Important Page Components
 [Right-Click / Ctrl-U to View Source]

 Each Page's Tag Must Be Unique
 Put Inside the <HEAD> Area
 Think Keywords
 Don't Start With Your Company Name
 Prominence - Important Keywords Near Front
 Use Title Case
 Don't Write a Sentence
 40 - 60 Characters (Including Spaces)

Keywords Tag
 It Really Doesn’t Matter!
 “Use, But Don’t Spend Much Time”

Description Tag
 Much More Important
 Google Doesn’t Use for Indexing … But it
Appears in Search Results

 Each Page's Tag Must Be Unique
 Put Inside the <HEAD> Area
 Think Keywords
 Use Title Case
 Don't Write a Sentence
 Under 200 Characters (Including Spaces)
(Truncated at 150 – 160)

Rabbit Cages - Rabbit Hutches Available Online from
PETCO.com. Provide your bunny with spacious yet
comfortable housing both indoors and out. Save now
…
Rabbit Cages - Rabbit Hutches from PETCO.com.
Give Bunny Spacious, Comfortable Housing, Indoors
& Out. Same Day FREE SHIPPING! Call Now - 800-
555-1623

Headings
 Use <H> Tags:
 <H1></H1>, <H2></H2>, <H2></H2>, etc.
 Think Keywords!

Body Text
 Scatter Throughout the Body Text
 What Keyword Density?
 If It Sounds Clumsy, You’ve Gone Too Far

Images
 Keywords in Path & Filename
 Keyword the Tag: ALT & TITLE Attributes
 Keywords in the Body Text Around the Image
 Keywords in an H Tag Immediately Above the Image
 Keywords in a Caption (<figcaption>)
 Keywords in EXIF Info (JPEG & PNG)

Internal Links
 Links Help:
 Search Engines Find Their Way Around
 Pass PageRank
 Tell Search Engines the Referenced Pages'
Subject Matter
 Put Keywords in the Anchor Text

<a href="http://www.petco.com/shop/en/petcostore/small-
animal/hutches/advantek-bay-window-rabbit-
hutch">Advantek Bay Window Rabbit Hutch</a>

“Link Blocks”
 Put it in The Footer
 Don’t Overdo It
 Common, No Problems

“What We Do”
 Simple Way to Help Your Pages Match More
Queries
 A Paragraph of Text in Every Footer

1. Find Common Terms From Your Keyword
Analysis
2. Weave Them Into a Paragraph
3. Drop Into Every Footer

The Rabbit Run is the country's premier
manufacturer of rabbit hutches and rabbit cages.
We've been helping bunny lovers with rabbit
hutch plans, indoor rabbit hutches, and other
rabbit supplies for 15 years ….

Common Keyword Strategy
 Create a List of Target Keywords
 For Each, Optimize a Page:
URL, Title, Description, H1s, Content, Incoming Links, etc., etc.
 Work Your Way Down the List, One-By-One

robots.txt
 http://www.cnn.com/robots.txt
 Two Primary Purposes:
 Block Some Areas of the Site
 Point to the XML Sitemap

Disallow Problems:
User-agent: *
Disallow: /*
Don’t Block CSS/JavaScript

Robots Metatags
<HEAD>
<meta name="robots" content="index, nofollow">
</HEAD>

index = "Please index this page"
follow= "Please follow links on this page"
noindex = "Please don't index this page"
nofollow= "Please don't follow links on this page"

HTML Sitemaps
 Help Visitors
 Help Search Engines Crawl the Site
 Submit to Search Engines
Via Google Fetch, For Instance

Structured Data Markup
Use Markup if You Have:
 An Ecommerce Site - Tag Your Products
 Info on Events - Tag the Events
 Reviews - Tag Reviews, & Aggregate Review
 Articles
 Breadcrumb Navigation

Use Structured Data Markup for:
 Navigation Breadcrumbs
 Business & Organization Information
 Events
 People
 Products
 Individual Reviews
 Aggregated Review Scores
 Critic's Reviews
 Music
 Movies
 Software
 Videos
 Articles

<span class="tel bold" id="coreInfo.phone" itemprop="telephone">(303) 832-
1200</span>
</div>
<p id="coreInfo.address" class="placeAddress block" itemscope
itemtype="http://schema.org/PostalAddress" itemprop="address">
<span class="street-address" itemprop="streetAddress">1528 E Colfax
Ave</span>,
<span class="locality" itemprop="addressLocality">Denver</span>,
<span class="region" itemprop="addressRegion">CO</span>
<span itemprop="postalCode">80218</span>

 Structured Markup =
Vocabulary + Tagging
 Vocabulary: See www.Schema.org

 Tagging Options:
 JSON-LD [Google’s Preferred]
 Microdata
 Microformat
 But, See What the Search Engines
Recommend Today

Getting Indexed
 Forget the Submit-URL Pages:
https://www.google.com/webmasters/tools/submit-url
http://www.bing.com/toolbox/submit-site-url
 You Must Have Links!
 Submit XML Sitemap via Webmaster
 Submit Links via Webmaster

XML Sitemaps
 A “Directory” of Your Site
 Submit to the Search Engines
 Specialized Sitemaps:
 News
 Images
 Video
 Mobile

Creating the Sitemap:
1. Does Your Development System Create
Them?
2. Is There a Sitemap Plugin?
3. Site-Based Scripts
4. Web-Based Services (www.xml-sitemaps.org)

Then…
 Add a Line to robots.txt
 Submit via Webmaster Consoles

Webmaster Accounts
 Google / Bing / Baidu / Yandex / [Not Yahoo!]
 Submit XML Sitemaps
 View Configuration Information
 Receive Messages from the Search Engines
 View Crawl Performance Info
 See Indexing Problems
 See Optimization Problems
 Useful Tools

https://www.google.com/webmasters/
http://www.bing.com/toolbox/webmaster
Follow the Steps
1. Register an Account
2. Verify Your Web Site
3. Submit Your XML Sitemap

What Does Google Want?
 The best experience for the searcher…
 …so they come back.
Backlinks Are a Vote/Reference
 From Quality Sites
 From Relevant Content
 From Relevant Websites
 Bad Backlinks Can Be Difficult to Overcome
 Tier 2 & Tier 3 Links
 Social Media
 Are you setup on Google +, Facebook, LinkedIn, Twitter
and others?
 Are you active in social media?
 “Social Signaling”
Google & Other Properties
 Google Plus
 Google Authorship
 Local Directories: Google, Yelp, Yahoo!, Bing & Others
Building Your Online Reputation

Why Links?
 Help Search Engines Find Your Site
 Describe the Subject of the Referenced Page
 Tell Search Engines How Important the Page is
 Increases Frequency of Indexing
 Bring People to the Site

Two Types of Links
 The Real Thing
 “Fakes”

Real Links Fake Links
To Benefit Reader To Benefit Site
Exist Without Exist For Search
Search Engines Engines
Seen/Used by Who Cares if They're
Site Visitors Ever Used!?

The Dangers of Fake Linking:
 You May Lose the Benefit at Any Moment
 You Site Might Get Penalized
(Rare, But it Happens)

PageRank
"PageRank works by counting the number and
quality of links to a page to determine a rough
estimate of how important the website is. The
underlying assumption is that more important
websites are likely to receive more links from
other websites."
Google

PageRank Basics
 More Incoming Links = Higher PageRank
 Links from High PageRank - Pages Pass More PageRank
 PageRank is Diluted Among Links on Page
 PageRank Passes Through Intra- and Inter-Site Links
 Nothing Lost - Originating Page Keeps PageRank…
Just Votes for Other Pages
 But Linking to Other Site Passes PageRank to That Other
Site, Rather Than Origin Site

1. Not a True PageRank – Logarithmic Scale
2. 2+ Years Out of Date!
3. PageRank is Not Dead!

Pseudo PageRank
 Citation Flow: www.Majestic.com
 MozRank/Page Authority: www.Moz.com
 URL Rank: www.AHrefs.com

Why Care?
 Decide if Worth Paying for a Directory
 Decide Which Blogs to Work With
 Evaluating the Progress of a Link Campaign
 Any Time Knowing the Value of a Page Would be
Useful

TrustRank
 Like PageRank…
 …With Added “Trust” Element
 Sites Passing TrustRank:
 Newspaper, Radio, TV
 Universities
 Government
 Popular, Highly Respected Sites
 Sites Linked to From These Kind of Sites

 Trust Flow: www.Majestic.com
 MozTrust: www.Moz.com

Link Anatomy
<a href="http://www.cricket-scores.com/australia/
cricket-scores.html">Australian Cricket
Scores</a>
<a href="http://www.cricket-scores.com/australia/
cricket-scores.html" rel="nofollow">Australian
Cricket Scores</a>

Keywords in the Anchor
See the latest <a href=http://www.cricketscores.com/cricket-
scores.html>cricket scores</a>.
See the latest cricket scores.
Very Powerful Clue for the Search Engines
But you must not overuse!
Overuse may have a negative impact on your rankings.

Googlebombing
 Exploits the Power of Anchor Text
 Enough Links Convince the Search Engine of
a Match

More…
 Relevance
 Links From Multiple Sites
 Links From Pages With Links to Valued Sites
 Links High Up on the Page
 Links With Keywords Early in the Anchor Text
 Links in Content
 Visible, Not-Hidden Links
 Links Pointing to Pages Within Your Site (Not Just Home Page)

Unnatural
 Links Created Quickly
 Always the Same Anchor Text
 All Links Contain Keywords
 Links Come From Same Site Types
 All Links Low Page/TrustRank
 All links HIGH Page/TrustRank
 Few nofollow Links
 Branded Links
 “Naked” Links
 Links Appear Gradually
 Variety of Anchor Text
 Many Links Don't Contain Keywords
 A Variety of Site Types
 A Variety of Link Values
 Many nofollow Links
Natural
Natural Linking

 Links Appear Gradually
 Variety of Anchor Text
 Many Links Without Keywords
 A Variety of Site Types
 A Variety of Link Values
 Many nofollow Links
Nothing But Perfect Links = You Bought Them!

Social Networking Links
 nofollow Links
 Do They Help?
 Perhaps … “Social Signals”

Low Value/No Value
 Reciprocal Linking
 “Paid” Links
 “Article Syndication”
 Press Releases
 Paid Guest Blogging
 Massive Link Generation
 Low-Quality Web Directories
The Common Theme With All These Schemes:
• Fake, not Real
• Links Placed Because You Want them Placed
• Not Because the Linkers Care About Your Site

Links: Low Hanging Fruit
 Where Can You Place Links?
 Family, Friends, Colleagues
 Employees
 Directories
 Manufacturers, Distributors
 Clients, Service Providers
 Industry Associations

Often, “Fruit” is Enough
 How Many Links Do You Need?
 … Enough to Get the Job Done
 Depends on Keyword Competitiveness
 Many Sites Do Not Need Heavy Link
Programs

Next Step: Link Analyses
Look at Competitor’s Links
 www.Majestic.com
 www.Moz.com
 www.SEMRush.com
 www.Ahrefs.com
 www.Link-Assistant.com
 www.RavenTools.com
 www.SEO-SpyGlass.com

Forum Links
 "Community" Marketing (Social Marketing):
 Links Can Help with SEO
 Links Bring Traffic from Interested Prospects
 Post Genuine, Useful Information!
 Then Link to Your Site

Three Powerful Strategies
 Content Marketing
 Linkbait
 PR
[Hard to Do For Many Businesses!]
[Unnecessary for Many Businesses!]

Content Marketing
 Creation & Distribution of Content
 Content Links Back to Site

Linkbait
 People Link to the Page Because It's:
 Interesting
 Funny
 Entertaining
 Useful

What Can I Do?
 Directories
 Content Curation
 Guides
 Classified Ad Software
 Forums
 Video Libraries
 Articles

The PR Model
 Newspapers
 Magazines
 Radio
 TV
 Newsletters
 Blogs
 New Media
 Specialty Web Sites

 What is Your USP (Unique Selling Proposition)?
 What Makes You Special?
 Why Would I Buy From You Rather Than Amazon?

Buying Links
 Search Engines Hate It
 Often Doesn’t Work
 …Sometimes it Does!
 Dangers:
 You’ll Pay for Nothing
 You’ll Get Penalized (Unlikely)

SESSION 7
Local Business Setup

Local Setup
Why “Local” Setup?
1. Cheap/free links-even if you don’t market “local”
2. “Natural” links
3. Needed to rank in local
4. Local Ranking Factors:
1. Consistent information across the web
2. Local schema on your site
3. Citations
4. Reviews
5. Links to Local Pages
6. SEO Factors
1. Domain authority
2. Ranking in Traditional Organic

Local Setup
Not Just for “Local”
1. Preparation:
1. Sizes of Pics: Google only offers a recommended size.
1. For logo: 250 x 250
2. For Header:1080 x 608
3. Other Pictures:
1. Location
2. Inside « tour »
2. Description
1. Description: 50 characters
2. Long Descriptions: Doesn’t matter
3. Business Hours
4. Links to Sections of Website

Local Setup
Setup Google Business Page
https://business.google.com/create
1. Brand page/corporate page
AND
2. Local Page
1. Service Area
1. You go to them
2. Storefront
1. They come to you
LETS GO LIVE NOW

Local Setup
Setup Google Business Page
https://business.google.com/create
1. Brand page/corporate page
AND
2. Local Pge
1. Service Area
1. You go to them
2. Storefront
1. They come to you

Local Setup
Other Places for Listings:
• MOZLocal
• Yext
• Manual Citation Building:
• https://university.tutelarymarketing.com/yext-alternative/
• Brightlocal.com
• Excellent Articles:
• https://www.brightlocal.com/2014/05/27/mozlocal-vs-
yext-vs-ubl-vs-brightlocal-vs-whitspark/

A good place to start with
content marketing is know the
WHY behind your reason for
developing content

Content Marketing Mission Statement:
• The core audience target
• What will be delivered to the audience
• The outcome for the audience

Exercise
• The core audience target: who do you specifically
want to reach?
• What will be delivered to the audience: blog
posts, social media post, white papers, videos
• The outcome for the audience: what do you want
them to do? Call you, sign up for newsletters, fill
out form, buy stuff

Value of creating content
• Increased visibility
• Create something of value
• Establishes you as the expert
• SEO bounce from fresh, keyword rich content
• Able to put something in the hands of people

Types of Content
Topical: blog posts, social media posts,
articles
Evergreen: content on your site –
services you offer, FAQs, product
description, case studies, etc.

Content Strategy Components
•Create content
•Repurpose content
•Distribute and promote

Create Content
Create high quality, keyword rich,
interesting, sharable content that is
500-1500 words long. This is your
foundational piece of content.

Exercise
Take the next 6 minutes to come up with as many topics
as you can for blog posts. This can be an FAQ you hear
regularly, changes in your industry, info you think your
customers should know, etc. Don’t edit anything – just
write out as many ideas as possible

Repurpose Content
Take the really good content you just
created and put into multiple forms that
people will digest. You can even do this
with past content that you have.

Forms of Content
• Downloadable PDF
• Memes
• Webinar
• eBook
• Pinterest board
• Twitters/Facebook posts – can get several out of one article
• Powerpoint and turn into Slideshare
• Video – can create several short videos from one blog post
• illustrations
• infographics

Distribute & Promote Content
• Post to your website: Use Google Webmaster Tools to
fetch them. This helps index your page first so you don’t
have duplicate content problems.
• Send out as an email newsletter: MailChimp
• Social media networks: Linked In (link to the short
post from your personal and company pages, create a
long form post) Facebook, Google+, Twitter

Tips & Hints
• Outsource your writing: Add your owns stories to make it more
personal
• Use Dragon Naturally Speaking: Can help you create a ton of
content quickly. Edit later or have an editor make it usable.
• Keep many articles in process: Have several articles or posts in
process at the same time. Add to them on a regular basis and then
drive one to completion.
• Take lots of pictures: Use them within your content or for photo
galleries
• Use unique images: Say “No” to canned stock photos of people
shaking hands.

Resources
• Blogmutt.com
• Fiverr.com
• Blue Skies Marketing (www.blueskiesmktg.com)
• “Bird by Bird” by Anne Lamott
• “Why Be Boring? Creating Online Content that Informs, Persuades and
Doesn’t Suck” PDF downloadable at Greenchair.net
• “56 Ideas For Blog Posts for Your Business Blog” by Darren Rowse
https://www.linkedin.com/pulse/20140527041405-3161863-56-ideas-for-blog-
posts-for-your-business-blog
• “11 Genius Ways to Repurpose Content” by Megan Marrs
http://www.business2community.com/content-marketing/11-genius-ways-
repurpose-content-01145181#LqIRJfq4ymlrysZO.97
• Photos: www.dollarphotoclub.com www.foter.com places to get cheap photos

SESSION 9
Social Media
(In a separate presentation)

SESSION 10
Other Ways to Market

Avoid Tunnel Vision
Easy to Focus on …
 SEO
 PPC
 Blogging
 Social Networking

So Much More
Find Quick Opportunities – Craigslist – Amazon
& Other Marketplaces – Price Comparison Sites
– Service Directories – Coupon Sites – Flash
Sales – Menu Sites – Product Review Sites –
Public Relations – Directories – Content
Marketing/Syndication – InfoGraphics – Forum
Marketing – Affiliate Marketing – Video Sites–
etc., etc.

Search For Opportunities
1. Search for Various Primary Keywords
2. Review 1st-Page Search Results
3. Opportunities?

Craigslist
 Great for Local Services
 nofollow Links …
 …But Might Experiment for Non-Local

Marketplaces & Price
Comparison Sites
Most Product-Search Results Do Not Come
From the Organic (SEO) Indexes

Marketplaces
They Come From:
Amazon
Craigslist
eBay
Other Marketplaces
PPC Indexes
Shopping Comparison Sites

Selling Products? Then
Consider… Amazon
 Craigslist
 eBay
 Google Shopping
 Buy.com
 Sears.com
 Shopping.com
 Yahoo! Shopping/PriceGrabber

Service Directories
 ThumbTack.com
 HomeAdvisor.com
 Angie’s List
 LookBetterOnline.com
 Amazon

Coupon Marketing
 Coupons.com
 RetailMeNot.com
 Valpak.com

“Deal of the Day”/Flash
Sales Groupon.com
 LivingSocial.com
 Woot.com
 AppSumo.com
 1Sale.com

Product Review Sites
For Instance, Gadgets:
 GadgetReview.com
 Engadget.com
 TheVerge.com
 PopGadget.com

If You Have a Product, Someone Will Review It…
Eg: Bike Products:
 Bicycling.com
 RoadBikeReview.com
 BikeRadar.com
 BicycleTimesMag.com
 Bike-Advisor.com

Public Relations
Who is Talking About Your Industry?
 Bloggers
 Magazines
 eMagazines
 Newspapers
 Newsletters

 Reach Out:
 Figure Out the “Hook”
 Multi-Steps
 “Your Readers Might Be Interested In…”
 “Review Our Product/Service/Site?”
 “Use Our Content?”
 “We’re Holding a Drawing”
 “We’re Giving Away …”
 Include Coupons

Directories
 Every Business Has Dedicated Directories
 Often Provide Free Listings
 Only Pay for Very Popular Directories

Content Marketing
 Now a Major Industry
 Create Great Content …
 … and “Sneeze it Out!”

InfoGraphics
 Create a Great, Informative, Interesting
Graphic…
 … and “Sneeze it Out”
 Hope it Gets Picked Up

Forum Marketing
Find the Forums – Search for…
 rabbit forum
 pet forum
 rabbit discussion group
 rabbit bulletin board

 Phbb rabbit
 vBulletin rabbit
 SMF rabbit
 IPB rabbit
 PunBB rabbit
 Invision rabbit
 buy rabbit hutch forum
 buy rabbit hutch bulletin board

Affiliate Marketing
 Pay Commissions for Sales
 Typically For Online Sales (for Tracking
Reasons)
 Harder (Not Impossible)
 90:10 Rule: Most Affiliates Won’t Generate
Business

 Affiliate Networks:
 LinkShare.com/Rakuten Marketing
 CJ.com
 OneNetworkDirect.com/Digital River
 ShareASale.com
 ClickBank.com
 Affiliate Software

Video Sites
 YouTube.com
 Vimeo.com
 SlideShare.com (Embedded into Slideshows)
 MetaCafe.com
 Veoh.com
 Your Own Site, Blog, Social Networking

Distribution Services
 TrafficGeyser.com
 Others?

Dig Around
 Every Business is Different …
 … Look at Your Competitors
 … Look for Your Products/Services…
 … What Do You Find?

Example: Music Distribution
 CDBaby.com
 TuneCore.com

SEO Bonus
These Marketing Methods Can:
1. Spread Your Message
2. Bring Traffic to Your Site
3. Boost Your SEO

Remember Your Links
 Links Boost SEO
 Use All Link Opportunities
 Think Keywords!

SESSION 11
Tracking & Optimizing

Remember This Example
Paid Results Top and/or
Right Side
Search:
‘colorado workers compensation attorney’
• Our Client in Google Adwords:
Over 20% Conversion to lead Rate
• 13% conversion to client
• Firm only takes head, neck, back and
brain injury
• #1 Law Firm Site in Organic
• Cost per acquisition is profitable for
PPC, however…
• Cost per acquisition is 50%-80% lower
from organic traffic

Tracking and Optimizing
1. Are your leads from calls?
1. Track calls at source:
1. Adwords/Bing
1. Keywords
2. Click to call
3. Call extension
2. Social Media
3. Banner ad
4. Banner ad referral
5. Website Referral
6. Organic calls (not able to track local calls)
2. Form submissions can be tracked at the same level
3. eCommerce sales tracked even easier

1. Remember your Cost per Acquisition Tolerance
2. Continue profitable and/or most profitable activities
1. Are you limited in the number of customers you can handle?
1. Focus on most profitable
2. Best quality
3. Stop investing in less profitable effort until you need more
2. Unlimited customers?
1. Max out more profitable strategies
2. Move onto the next and max them out too
3. Google Analytics
4. Call Tracking Dashboards
1. Call Rail
2. CallTrackingMetrics.com

1. Track at Conversion to SALE Level
2. Lead tracking only may be a waste of time
3. Which is better?
1. 100 Leads for $100 with a 1% close rate generating $2,000 in revenue
2. 10 Leads for $200 with a 10% close rate generating $2,000 in revenue
4. Are your leads from calls?
1. Track calls at source:
1. Adwords keyword
2. Social media
3. Banner ad
4. Banner ad referral
5. Website Referral

SESSION 12
Vendor Selection and
Accountability

Vendor Selection
• Bad Proposals:
• 2 Sentences with 2 prices
• 10 pages that don’t say much more

Vendor Selection
• Develop your strategy and basic requirements
• Transparency in Reporting
• Work they do
• Activities aimed at helping you reach your goals
• Quantity of work agreed upon
• Do THEY implement or do YOU implement?
• Results of work
• Ranking goals
• Lead goals
• Sales goals
• Budget
• Cost per Acquisition Tolerance
• How long can you wait to see results?
• Not long?
• Aggressive SEO may not be for you - just lay the foundation
• Consider Social
• Paid search
• Have time? SEO is an excellent option

Vendor Selection
1. Write up a Flexible “RFP” Request for Proposal
1. These are our goals
2. These are our minimum requirements
3. “We are open to other suggestions”
4. Meet with vendors over the phone/screenshare or in person
5. Listen to your gut, but don’t be “sold”
2. Assess Track Record
1. Examples of Success
2. References (not many prospects ask for references)
3. Have they had success in your industry?
4. Have they had success in industries similar to yours?
5. Have they had experience in industries as competitive as yours?
6. In as competitive of markets? (Nationwide vs. New York vs. Pueblo, CO)

Vendor Selection
• Watch out for…
• Too vague of deliverables
• Not tracking at conversion level
• No track record
• No references
• No examples of success

Vendor Selection
• Consider investing 10% of your budget with a consultant
• Strategy
• Vendor Selection
• Accountability

Thank You
Contact us at info@stratexdigitalmarketing.com
Website: https://stratexdigitalmarketing.com
Call: (303) 945-7400

Digital Marketing Setup and Strategy Workshop

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Destaque

Destaque (20)

Semelhante a Digital Marketing Setup and Strategy Workshop

Semelhante a Digital Marketing Setup and Strategy Workshop (20)

Último

Último (20)

Digital Marketing Setup and Strategy Workshop

Notas do Editor