7/17/ Learning Objectives and Overview. + Economic Impact. Digital Marketing Mix

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1 + Digital Marketing Mix + Learning Objectives and Overview Learning Objectives 1. How does Google look at websites and rank websites accordingly? 2. What can I do get better rankings? 3. How can I use social media to help gain more exposure 4. How can I use video to help gain more exposure? 5. How can i use to help gain more exposure and better client engagement? 6. How do I bring all of these together to help marketing? Overview 1. Introduction 2. Your Website and Google 3. Using Social Media 4. Using Video 5. Using 6. Bringing it all together + Economic Impact Google s search and advertising tools generated $283 billion of economic activity in 2017 $80 billion in 2011, $94 billion in 2012, $111 billion in 2013, $131 billion in 2014, $165 billion in 2015, $222 billion in 2016 $5.3 billion in Minnesota Benefiting 23,000 local entities 1

2 + Digital Marketing Search Engine Optimization Google, Yahoo, Bing, etc Search Engine Marketing AdWords Bing Ads Youtube Ads Social Media Organic Paid Video What is Digital Marketing? At a high level, digital marketing refers to advertising and organic growth delivered through digital channels such as search engines, websites, social media, , and mobile apps. + Search Anatomy (Google) Search Query Search Results + SEO Backend Optimization HTML, Coding, Settings Frontend Optimization Content Media Offsite Optimization Social Media Local Listings Youtube 2

3 + How to Get Noticed From Google... Use important keywords (spider technique) Keyword research Use phrases and services you know people type to rank for Have significant amounts of content Unique, Natural, and Relevant Content Service Pages Blogs Keep up-to-date (once a month) Unique, Natural, and Relevant Content Phase 1 and Phase 2 Longer but Stronger + Local Listings: Google, Bing, Yahoo, etc... Searchable local listings Location based companies Can be found on multiple platforms Search Mobile/App Maps Social Media Reviews + Mobilegeddon Update hit April 21, 2015 Affected every site on the internet Integrated into algorithm Before update, website not hurt for not being mobile Optimized Ecommerce and Plugins 3

4 + Social Media Etiquette Social Business + Find Your Voice Find what social media platform best fits your business Don t spread yourself too thin Get on a schedule and post regularly Minimum: 2-3/week Ideally: 5-7/week Use 3 rd party applications (HootSuite, Buddy Media, etc.) to help manage platforms + Social Media Google now indexes posts and content on your business pages from: Google+ Facebook Twitter Pinterest Important to be on multiple platforms Reach larger audience and different demographics Be active on your platforms Can be penalized if you are not 4

5 + YouTube Second largest search engine Stream live online for FREE (Google+) Mobile and Computer platform Analytics and metrics for each video + Impact of video on your website... Due to the growth and popularity of video, one of the single biggest ways to optimize your online presence Lower competition YouTube videos show up organically Another platform that search engines use to rank + What is marketing? Delivering professional communications... to an interested audience... that looks great in any inbox! Containing information the recipient finds valuable... 5

6 + Why Marketing Fails No consistency 2. No formatting (just plain ) 3. No call to action or engaging content 4. Potentially SPAM + How To Make Marketing Work... Get on a consistent plan to send s Monthly Quarterly Split lists up and post to them accordingly make sure to monitor cross users Useful subject lines Clear and call to action Descriptive No emojis Use management system MadMimi Constant Contact MailChimp + How To Make Marketing Work... Design Simple yet clean Single Column 3 or fewer images At least one live link (call to action) Build Your List Put ask on your website Business cards Signature Ask clients or network Track Results Reports Use management system Open rate Click through rate See what is working and what is not Three simple steps to get started: 1. Create your contact list (usecurrent lisctuorrfepnetolpisletoofrpcelioepnltes)orclients) 2. Create and send one campaign hit send! 3. Watch what happens do more ofwhat wworhkasṭworks. 6

7 + Thank You Ben Theis Skol Marketing SKOL (7565) Full Workshop Schedule: 7