4. Path to Purpose
Peoples’ paths are constant strings
of moments intertwined together to
form an experience which fulfills
their purpose.
What is your customers’ purpose for
engaging with you?
5. Active Discovery
Discovery is extremely powerful for marketers
to understand because it allows us to fulfill a
desired purpose of the consumer.
6. Passive Discovery
Passive discovery is the
secondary action of search.
It is the reason we “surf.
We are passively seeking an
experience and trust the
things we find on our own.
Discovering something new
is our purpose.
7. Self Discovery = Trust
Today, consumers build trust in a
new way. They have found the value
of the instant access of the Internet
and place a high value on self
discovery. They even block your ads!
Learn how to help aid in their
discovery and you will gain their trust.
8. Trust = Security x Value x Privacy
People will only interact with a
brand they trust.
Our digital marketing serves as
an exercise in trust, privacy
and value. If we abuse an
individual’s privacy, we lose
their trust.
9.
10. Why Blog?
• Drive traffic to your website
• Increase your SEO/ SERP
• Position your brand as an industry
leader
• Develop better customer relationships
11. Long-Tail Keywords for Blogging
Integrating long-tail keywords in
your blog posts can help you
maximize your organic search
rankings and organic traffic.
Long-tail keywords generate 70% of
search volume traffic.
17. Key Campaign Metrics
Open Rate
The percentage who open an email.
Response Rate
The percentage who respond to an email.
Conversion Rate
The percentage who perform a high-priority task.
18. Common Email Mistakes
• Sending without permission
• Purchasing email lists
• Sending to a stale list
• Not understanding spam filters
• Sending without testing
• Not linking to a Landing Page
19. Top Email Publishers
Offers $20 per
month for up to 500
subscribers and
unlimited emails
sent per month.
Offers forever free
plan for up to 2,000
subscribers and
12,000 emails sent
per month.
20.
21.
22. What is Google Ads
Allows businesses to advertise and reach
audiences on Google’s Search Network as well as
their network of partner websites.
SEARCH
NETWORK
DISPLAY
NETWORK
24. Google Display Network
The Display Network reaches 90% of
Internet users worldwide and includes
more than 2 million websites.
25. Campaign Steps
• Calculate Google Ads budget
• Select keywords
• Check out the competition
• Make sure your landing page rocks
• Create your first ad
• Setup conversion tracking
• Publish Campaign
26. What is a Conversion?
• Customer clicks on ad
• Purchased a product
• Signed up for your newsletter
• Called your business
• Downloaded your app
When a customer completes an action that
you've defined as valuable
27.
28. They streamline the process of:
• Content ideas on a consistent basis
• Organizing & executing content promotion
• Identifying link prospects
• Tracking your results
Content Curation Tools
Content Curation is about showing thought leadership.
Good content creation tools help you save time and
increase productivity.
29. Google News is a news aggregator that
presents a continuous, customizable flow of
articles organized from thousands of
publishers and magazines.
30. Scoop.It! helps you find content from your
favorite topics and allows you to share it via
your favorite social networks or blogs.
31. Keyword Planner Tool
Research keyword performance, historical
statistics and create keyword lists.
adwords.google.com/KeywordPlanner
32. PageSpeed Insights
Reports on the performance of a page on both
mobile and desktop devices, and provides
suggestions on how that page may be improved.
https://developers.google.com/speed/pagespeed/insights
33. Trends
Analyzes the popularity of
top search queries in
Google Search across
various regions and
languages.
trends.google.com
34.
35. Analyze Sources of Traffic
Google Analytics can show you how
users are being driven to your website,
for example the number of people who
visit your website through a referral
link from another website, organic
searches or from paid ads or from
search engines.
36. • How many people visited website?
• What are demographics of visitor?
• How many mobile users visited website?
• What websites sent traffic to website?
• What marketing tactics drive the most traffic to website?
• Which pages of website are the most popular?
• How many visitors converted into leads or customers?
• Where did converting visitors come from and go on my website?
• How can I improve website's speed?
• What blog content do visitors like the most?
37. Specific Page Popularity
Google Analytics can provide data about
which of your pages are the most
popular, or visited frequently, allowing
you to see which pages of your website
are considered relevant by the visitors so
we can improve the content and
experience.
38. Website Bounce Rates
Bounce rate is noted when users view only
one page of your website before leaving the
site. If our bounce rate is high, it is most
likely that we are not providing relevant
information to your users.
39. • Moz.com/local
• Moz.com/blog
• SearchEngineLand.com
• Rand Fishkin - Moz
• Matt Cutts - Google
• Hubspot.com
Digital Marketing Resources
