WM401 Intro to Digital Strategies

3/20/20

• Course, Instructor, and Student Introductions
• Introduction of digital marketing and the customer journey
• Marketing research, segmentation, targeting, & goal setting
• Websites, SEO, and PPC advertising
• Affiliate/influencer, content, social media, & email marketing
• Creating a digital marketing strategy project

3/27/20

• Review of day one project and fine-tuning of digital strategy
• Importance of branding
• Anatomy of marketing campaigns
• Measurement and analytics
• Digital marketing roles and disciplines
• Personal branding
• Creating digital marketing campaigns project

Notes

1st Day

• Introduction of digital marketing and the customer journey

• Strategy
  • it’s the map that informs all the marketing actions
• Customer Journey
  • You influence customer journey
  • Awareness > consideration > purchase > retention > advocacy
    • Awareness:
      • Social ads targeted for this demo/keyword users
    • Consideration
      • Engagement: this is a section within “Consideration”. We already know who these people are.
        • Content Marketing
        • Social Media Marketing
        • Email Marketing
      • Subscription: in between engagement and conversion. Also know as a mini- conversion.
    • Purchase
      • Conversion: offers or deals, free trial, upgrades—there are levels of conversion too.
      • Excitement: helps lead to retention and loyalty. Excitement in your purchase / brand. Enforces the customer’s purchase decision.
      • Ascension: Cross & up selling. Increases loyalty.
• Advocacy:
  • Promotion: Affiliate / influencer
    • Intent-Based Customer Journey
• Marketing research, segmentation, targeting, & goal setting
  • Research
    • Define problem: case studies, consultants
    • Design research
    • Collect data:
    • Analyze data: look for patterns and trends
    • Report
  • 4 types of Market Segmentation
    • Demographic
    • Geographic
    • Psychographic
    • Behavioral
  • Goal Setting
    • Vision: overall
    • Goal: general. Make sure marketing is inline with the company’s overall goals.
      • SMART objectives.
      • Set KPIs
• Affiliate/influencer, content, social media, & email marketing
  • Digital Marketing Strategy
    • Digital Channels: know where target is on.
      • Website best practices
      • SEO
      • PPC

2nd Day

Review

• Map the customer journey
• Create buyer/target customer personas
• Identify goals, objectives, and KPIs
• Evaluate & audit existing digital channels and assets
• Create content plans and action steps for owned, earned, and paid media

Continuation of digital channels/media/assets

• Digital channels: Your website is the hub, which you want to drive traffic to through social media and other channels. Social media should never be the hub.
• Social Media Marketing
  • Is a channel for engagement and promotion (brand, products, or services)
  • Stages:
    • Social Listening: tuning into social conversations
    • Social Influencing: leading and directing follower opinions and behaviors
    • Social Networking: connecting with industry influencers and thought leaders
    • Social Selling: converting by integrating with your funnel system
  • Example:
    • asos
      • Clothing and accessories retailer
      • 7.6 million Instagram followers
      • Campaign: #AsSeenOnMe
      • Created user-generated content (UGC) & fantastic customer engagement
    • GE
      • Multinational conglomerate
      • 215,000 YouTube subscribers
      • GE employees videos
      • Humanizes the company
      • Showcases new technologies
      • Attracts high quality talent
    • Airbnb
      • Travel and accommodation platform
      • 14.6 million Facebook likes
      • Campaign: #TripsOnAirbnb
      • 24-hour Facebook Live (6 streams) to launch Airbnb Experiences
      • 6.2 million views in 13 countries
    • Women’s March
      • Movement
      • Network of grassroots movements
      • Hashtag: #WomensMarch
      • March in Washington DC and smaller marches around the world drew 5 million people
  • Benefits:
    • Improves brand awareness and loyalty
    • Broadens reach through social search
    • Humanizes your brand
    • Boosts customer engagement and helps with crisis management
    • Targeted advertising and remarketing capabilities
    • Turns employees and customers in advocates
• Email Marketing: mass communication for engagement & promotion (products/services)
  • Long-form direct communication
  • Types
    • Transactional: provide customer service
    • Relational: engage subscribers and nurture relationships
    • Promotional: generate sales
  • How It Works
    • Audience: segment and target
    • Content: create and curate long and short form
    • Automate: create automated and segmented drip campaigns
    • ROI: delivers the best of all digital channels
    • Core: central to customer lifecycle management
    • Scalable: as your list grows or you expand geographically
  • Best Practices
    • Use a dynamic sign up form on website
    • Focus on offer
    • Link to a email service provider
    • Trigger “welcome” series of automated emails
    • Track traffic back to your website (UTM parameters)
    • Encourage social media connection
    • Elicit call-to-action or conversion
    • Test different versions
  • Benefits
    • Delivers the best ROI of all digital marketing
    • Impacts considerations, purchase, retention, and advocacy
    • Behavioral marketing tool
    • Highly targeted and personalized
    • Automation capability
• Affiliate & Influencer Marketing: A marketing arrangement where a company pays an external website or popular person/brand/creator for traffic or sales generated from its referrals
  • Example
    • The Podcast
      • Affiliate offer to podcaster on their website
      • 50% off first payment
  • How It Works
    • Claim a niche market
    • Identify niche partners
    • Develop compelling creative
    • Continuously recruit new partners
    • Nurture your affiliate relationships
• Influencers Marketing: Leveraging the popularity, reach, and ability to influence of individuals/brands through partnership, sponsorship…
  • How It Works
    • Look for influencers whose interests/passions match the tone of your brand (not just any mommy blogger)
    • Understand their community and what moves their audience
    • Create experiences for influencers to react to and share
    • Invest in each relationship to earn trust – grow with them
    • Customize your approach with each individual influencer
    • Improves brand awareness, advocacy, promotion
    • Broader reach through their establish…
• Content Marketing
  • Value of Good Content
    • Like
      • Provides value without selling
      • Engages your audience
      • Opens up conversations
    • Trust
      • Helps people along the customer journey
      • Nurtures customer relationships
      • Encourages advocacy
  • 3 Stages of Content
    • TOFU: top of the funnel facilitates awareness
      • Blog
      • Vlog
      • Social media posts
      • Infographics
      • Podcast
      • Microsite
    • MOFU: middle of the funnel facilitates evaluation by offering lead magnets
      • Educational resources
      • Software download
      • Discount/coupon
      • Quiz/survey
      • Webinar
      • Event
    • BOFU: bottom of the funnel
  • Benefits
    • Contributes to all digital marketing
    • Affects every stage of the customer journey: aware, engage, subscribe, convert, excite, ascend, advocate, promote
    • Builds trust, credibility, and likeability
    • Eliminates some of sales process by influencing purchase decisions
    • Cost-effective: 3x more leads than paid ads

Anatomy of digital marketing campaigns

• Objective
• Key Performance Indicators
  • Monthly new leads
  • Cost per conversion
  • Engagement rate
• Content
  • Blog post
  • Video
  • Download
• Traffic Source
  • Blog subscribers
  • Google search
  • Facebook ads
• Call-to-action
  • Read more
  • Subscribe to YouTube channel
  • Click to download

Importance of measurement and the basics of analytics

• What is
  • Data: facts or statistics to reference
  • Analytics: patterns and trends
  • Insights: actionable value
• How to measure
  • integrated tools
    • Google ads reports
  • Standalone tools
  • Direct feedback
• Website Analytics
  • Real time: What’s happening right now?
  • Audience: Who visits the website?
  • Acquisition
  • Behavior
  • Conversions
• Always Consider Context
  • Historical: what does the history tell us to expect? E.g. seasonal slump
  • External: what changes outside your contral might affect metrics? E.g. Google algorithm updates
  • Contextual: how are you pulling the data? E.g. looking at raw numbers vs percentages
  • Internal: have you made changes to strategy? E.g. website changes

Digital marketing roles and disciplines

• Strategist: responsible for identifying buyer/target personas, mapping the customer journey, establishing key success metrics, measuring and optimizing content, and ensuring all digital marketing activities
• Project Manager: Serves as a liaison between the digital marketing team and the rest of the organization managing the digital team and the requests from other departments.
• Inbound Marketing: Responsible for attracting traffic and qualified prospects, and converting them to leads by building and managing content, optimizing lead nurturing process, and executing multi-channel marketing campaigns.
• Content Writer: Writes copy in all forms (blog, website, email, etc.) with knowledge of SEO and ability to write in a variety of voices, to different audiences.
  • Resource: https://copyblogger.com/
• Graphic Designer: Concepts and designs the graphic elements of marketing. Graphics are central to the brand and necessary for audiences to understand, remember, and differentiate messages beyond the text.
• Website Designer: A visual designer with website coding knowledge that creates the look, layout, and features of a website, executes all visual design stages creating wireframes, user flows, process flows, and site maps.
• Front End Developer: Implements visual elements a user sees and interacts with on a website using HTML, CSS, and Javascripts.
• Analytics Manager: Responsible for analyzing raw data and translating it into valuable insights by developing the right strategies for data collection and analysis, defining metrics, and selecting and configurations.
• SEO Specialist: Analyzes, reviews and implements changes to websites so they are optimized for search engines, thereby maximizing traffic quantity and quality to a website by improving page rank within search engines.
• PPC Specialist: Implements pay-per-click media strategies through new and existing campaigns by analyzing keywords and optimizing them for performance, testing ads, researching competitors, and creating reports.
• Email Marketing Manager: Responsible for creating and running email marketing campaigns, managing email.
• Social Media Marketing Manager: Responsible for creating and running social media campaigns and content while monitoring, responding, and building social connections across channels.

Strategies for building your personal brand online

• Personal Branding: Marketing yourself and your career as a brand by establishing and promoting your skills, expertise, experience, and values.
• Importance
  • People are Googling you – i.e. screening you online
  • Manage your online presence
  • Cultivate opportunities and your career as a whole
  • Make connections for yourself and your company
  • Distinguish yourself from competitors
  • Establish industry expertise and recognition
• Building your Brand: reinforce your qualificaitonsand crage as trong presence with fresh content oan your experticse
  • Audit your search results
  • Clean up unwanted content
  • Define youself
  • build
• Build Your Credibility: publish
  • Write strategic content in the right places
  • Pitch to third parties and get your content syndicated
  • Keep track of engagement and analyze trends and patterns
  • Consider using social media management tool
• Build Your Audience
  • Get endorsements or mentions from respected instry leaders
  • Reach out to who you know who could help you
  • Connect with inspirational influencers and mentors
  • Learn how they connect with
• Build Opportunities
  • Networking
  • Ongoing engagement
  • Ongoing content creation: Canva.com (resource)
  • Speaking gigs
  • Interviews
  • Blog exchanges
• Write a personal branding statement
• Who are you and what makes you unique?
• What is your vision for what you want to accomplish?
• What is your mission with your work, your life?
• What are your professional goals?
• Who is your audience? Who can you help?

Afternoon project

WM402 Search Engine Marketing

Instructor: Kent Lewis (kent@anvilmedia.com

First day:

• 8:00 a.m. to 8:45 a.m. Class and Instructor Introductions
• 8:45 a.m. to 10:00 a.m. Search Engine Marketing Overview
• 10:00 a.m. to 10:15 a.m. Break
• 10:15 a.m. to 12:30 p.m. On-site SEO
• 12:30 p.m. to 1:30 p.m. Lunch
• 1:30 p.m. to 2:00 p.m. Off-site SEO: Content & Link Dev
• 2:00 p.m. to 2:30 p.m. Keyword Research
• 2:30 p.m. to 2:45 p.m. Break
• 2:45 p.m. to 3:30 p.m. Exercise/HW: KW & Tag Optimization
• 3:30 p.m. to 4:00 p.m. Local Search Engine Optimization
• 4:00 p.m. to 4:20 p.m. Video Marketing & YouTube
• 4:20 p.m. to 4:30 p.m. Q&A

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Second Day:

• 8:00 a.m. to 8:15 a.m. Q&A
• 8:15 a.m. to 8:45 a.m. Social Media Meets Search
• 8:45 a.m. to 9:15 a.m. Online Reputation Management
• 9:15 a.m. to 10:00 a.m. Exercise: Website Audit
• 10:00 a.m. to 10:15 a.m. Break
• 10:15 a.m. to 12:30 p.m. Paid Media (Guest Speaker)
• 12:30 p.m. to 1:30 p.m. Lunch
• 1:30 p.m. to 2:15 p.m. Exercise: PPC Ads & Landing Pages
• 2:15 p.m. to 2:45 p.m. Site Usability & CRO
• 2:45 p.m. to 3:00 p.m. Break
• 3:00 p.m. to 4:15 p.m. Search & Website Clinic
• 4:15 p.m. to 4:30 p.m. Class wrap-up

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Notes

Course Portal

pdxMindShare: Online career and networking community

SEMpdx / Engage

SEM Overview

• Smart Marketing: Inbound vs. Interrupt
  • Earned & Shared
• The (Digital) Sale Funnel
• Trend: Shorter Attention Spans

SERP

• think in multimedia (podcasts is trending).
• Start with paid while your SEO gets stronger
• Click Share: SEO vs. PPC
• Search Engine Components
  • Bot or spider
  • Index
  • Algorithm
  • SERP
    • exact match domain is junk content
    • Mobile is still trending
    • Voice (smart speaker) is a upcoming trend
• SEM Planning: Objectives
  • Identify Objectives:
    • Awareness & branding
    • Thought leadership
    • Generating ad, affiliate or subscription revenue
    • Generating leads (b2b)
    • Generating sales (b2c/ecommerce)
    • Reduce costs (print to digital)
    • Increase revenue
  • Identify Audiences: (do they know who they are?)
    • Potential or existing customers
    • Potential or existing employees
    • Potential or existing partners
    • Potential or existing investors
      • Geographic
      • Sociographic
      • Demographic
      • Behavioral
      • Psychographic

Tools

• Website.grader.com
• WooRank
• https://web.dev/measure/
• https://moz.com/link-explorer
• https://neilpatel.com/seo-analyzer/

SEO Overview

• SERP
  • Searches related… (at the bottom)
  • Adwords certified (you can cheat by using Google)
  • Voice search: slide 26. People are searching with question formats
  • spyfu

Off Site SEO

• B2B Content Types
  • repurpose eNewsLetters
• Backlinks:
  • digg
  • forums
  • directories
  • hubs
  • blogs
• Strategy
  • B2B: use case studies, white papers, reports…

Keyword Research

• Google Keywords Tool is really off

Local

• Local phone # is highly rated
• Consistency in business name & address among listings & website
• Schema in contact box and footer info

I thought you all would appreciate this article:How to Write an Incredible Title Tag

Kent

Social

• Linkedin is high for b2b
• Mention.com (Kent likes this more than BrandMentions)
• BrandMentions
• SlideShare is worth using if you have some good slides
• FollowerWonk for finding influencers
• HootSuite (Kent says it is a powerful tool for the price)

Online Reputation Management

• Identfiying ORM Issues
• ORM Fundamentals
  • Fix it first, then message the fix, rather than polishing a turd
• Press releases are dead
• News rooms: webinar & slidedecks

Website Audits

Paid Media =: Search & Social Ads

• Kari Schroeder from Anvil
• Pacing: typically monthly
• Paid Search Process
  • Keywords
  • User experience
  • User alignment
  • Relevance
  • Quality Score
    • better keyword alignment the better the score
• See slide 40
  • Modify landing page for ad campaigns is best practice
• Targeting
  • Keyword = user intent
  • Ads should meet user needs
  • Land Pages
    • groom for user experience
      • Headline keywords
      • Body copy keywords
      • CTA
      • About us
  • Conversions: Import GA conversions in Adwords
• Google Ads 101
  • First set: Goals / Conversions
    • Impressions? Clicks?
    • Cost per conversion? Budget?
    • Quality measurement? Quality leads?
    • What is the site’s conversion rate?
    • Conversion Tracking is a must because success needs to be measured. Free tracking is usually enough
  • Targeting
    • Know what your users are doing?
      • Affinity or interest–demographic?
      • Geo / location (recommends to not use the recommended)
      • Device: mobile is a good bet
      • Scheduling
  • Keywords
    • Match types
      • Broad match: unsure about matches
      • Broad match modifier: a more educated type
      • Phrase match: Thinks this type is irrelevant.
      • Exact match: Covers most of what “Phrase match” would cover.
    • Keyword Research: Solutions for keywords
    • Google Ad Elements
      • Sitelink extensions are super important
  • Organize and segment: see slide 61
    • Product/service
    • intent
    • geo
    • brand
    • match type
  • Paid Social
    • LinkedIn Ads are good for b2b
    • Snapchat Ads: has a lot of granular targeting options:
      • Targeting
        • Location
        • Gender
        • Lifestyle
        • Shoppers
        • Visitors
      • Ad Types
        • Image
        • Short Video

Site Performance & Usability

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