BIZaroo Presentation - Digital Marketing Basics by Eric Scism GS&F

1. Digital Marketing Basics
BIZaroo
March 19, 2014

2. Who Am I?
Eric Scism
Sr. Digital Marketing Strategist @ GS&F
Hobbies: Cigars & Bourbon, Hockey, Digital Marketing
Twitter: @EricScism or @stogiesotr_eric
LinkedIn: http://bit.ly/ESLinkedIn

3. SEO

4. What is SEO?

5. What is SEO?
Who Needs SEO?

6. What is SEO?
Who Needs SEO?
Why?

7. What is SEO?
Who Needs SEO?
Why?
I want more traffic to my site!

8. What is SEO?
Who Needs SEO?
Why?
I want more traffic to my site!
More Traffic = More Leads, Sales & Business Growth!

9. What is SEO?
of Consumers search
online for local
businesses
http://searchengineland.com/study-72-of-consumers-trust-online-reviews-as-much-as-personal-recommendations-114152

10. It’s Just One Channel
SEO

11. It’s Just One Channel
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/business-and-industrial/medium/generic-paid-search

12. SEM

13. What is SEM?

14. What is SEM?
Anyone doing it?

15. What is SEM?
Anyone doing it?
Why not?

16. What is SEM?
Anyone doing it?
Why not?

17. What is SEM?
Don’t want to cannibalize my
SEO
Anyone doing it?
Why not?

18. What is SEM?
Don’t want to cannibalize my
SEO
89% of the traffic generated by search ads
is not replaced by organic clicks when ads are paused
http://googleresearch.blogspot.com/2011/07/studies-show-search-ads-drive-89.html
Anyone doing it?
Why not?

19. What is SEM?
http://googleresearch.blogspot.com/2011/07/studies-show-search-ads-drive-89.html
Here’s why.
Organic Search Click Through Rate

20. What is SEM?
Here’s why.
33%
3-5% 6%

21. It’s Just One Channel
SEO SEM

22. It’s Just One Channel
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/business-and-industrial/medium/generic-paid-search

23. social media

24. Is everyone on social media?

25. Is everyone on social media?
Facebook

26. Is everyone on social media?
Facebook
Twitter

27. Is everyone on social media?
Facebook
Twitter
Google+

28. Is everyone on social media?
Does social media have any bearing on SEO?

29. Is everyone on social media?
Does social media have any bearing on SEO?
200+ Ranking FactorsTop Ranking Factors in 2014
http://www.searchmetrics.com/wp-content/uploads/seo-ranking-factors-2014.png

30. Is everyone on social media?
Does social media have any bearing on SEO?

31. It’s Just One Channel
SOCIALSEO SEM

32. It’s Just One Channel
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/business-and-industrial/medium/generic-paid-search

33. digital display / remarketing

34. Anyone?

35. Anyone?
One of the cheapest advertising channels available
Loews Hotels saw an increase of 60% in revenue, a 57% lift in
bookings and a 9% lower CPA
https://www.thinkwithgoogle.com/products/remarketing.html

36. It’s Just One Channel
SOCIALSEO
DIGITAL
DISPLAY
SEM

37. It’s Just One Channel
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/business-and-industrial/medium/generic-paid-search

38. email marketing

39. Right to your customers

40. Right to your customers
Already opt-ed in to hear from you
http://www.marketingsherpa.com/article/case-study/triggered-email-ecommerce

41. Right to your customers
Already opt-ed in to hear from you
Triggered messages are among the company’s strongest performers. Here are the team’s average
results for automated emails and manual batch-and-blast campaigns:
Open rate: 28% for automated emails, 17% for manual
Clickthrough rate: 5-6% for automated, 2-3% for manual
Conversion rate: 11% for automated, 6% for manual
Revenue per email: $0.44 for automated, $0.16 for manual
http://www.marketingsherpa.com/article/case-study/triggered-email-ecommerce

42. It’s Just One Channel
SOCIALSEO
DIGITAL
DISPLAY
SEM EMAIL

43. It’s Just One Channel
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/business-and-industrial/medium/generic-paid-search

44. what if

45. It’s Just One Channel
SOCIALSEO
DIGITAL
DISPLAY
SEM EMAIL

46. Integrated Digital Strategy
SEO
SOCIAL
EMAIL SEM
DIGITAL
DISPLAY

47. real life example

48. Integrated Digital Marketing

49. Integrated Digital Marketing
Determine Your KPIs

50. Integrated Digital Marketing
Determine Your KPIs
1) Advertising Revenue
2) Affiliate Income
3) Poster Sales

51. Integrated Digital Marketing
How do we get there?
SEO
SOCIAL
EMAIL SEM
DIGITAL
DISPLAY

52. Integrated Digital Marketing
Start w/ SEO
Include targeted keyword in title tags & meta descriptions on the page!

53. Integrated Digital Marketing
Promote on Social Media
Start with Google+ and get the page indexed quickly

54. Integrated Digital Marketing
Promote on Social Media
Start with Google+ and get the page indexed quickly
Post on Facebook might have to boost the post

55. Integrated Digital Marketing
Promote on Social Media
Start with Google+ and get the page indexed quickly
Post on Facebook might have to boost the post
Post to Twitter, repeatedly
http://meetedgar.com/letsgo/

56. Integrated Digital Marketing
Promote on Social Media
Start with Google+ and get the page indexed quickly
Post on Facebook might have to boost the post
Post to Twitter, repeatedly
http://meetedgar.com/letsgo/

57. Integrated Digital Marketing
Retarget on display

58. Integrated Digital Marketing
Retarget on display

59. Integrated Digital Marketing
Build your email list

60. Integrated Digital Marketing
Build your email list

61. Integrated Digital Marketing
Build your email list

62. Integrated Digital Marketing
Build your email list

63. Integrated Digital Marketing
How does it all come together?

64. Integrated Digital Marketing
How does it all come together?

65. Integrated Digital Marketing
How does it all come together?
1) Advertising Revenue - $500
2) Affiliate Income - $50
3) Poster Sales - $30

66. Integrated Digital Strategy
SEO
SOCIAL
EMAIL SEM
DIGITAL
DISPLAY

67. thank you