Digital Marketing. Gabrielle K. Gabrielli, Ph.D. For Tallahassee Business Leaders 17 February 2011

Transcription

1 Digital Marketing Gabrielle K. Gabrielli, Ph.D. For Tallahassee Business Leaders 17 February 2011

2 Ground Rules Silence any technology that makes noise (cell phones, especially!) Participate fully Arrive on time Complete any assignments to keep up with the course content each week

3 Tentative Schedule Digital Marketing Course 20 January Websites, Metadata, Search Engine Optimization, Social Networking 27 January Facebook Pages, LinkedIn, Cross-Promotion 3 February 10 February 17 February 24 February Facebook Fans and Events, YouTube, Twitter, Customer Feedback, Testimonials Facebook Ad Campaigns, Blogs, Social Networking Dos and Don ts (How to Avoid Social Networking Breakups) Campaigns, Keyword Discovery Tools, Analytics, SEO through Google Tracking Code, XML Sitemap, Market Research, Competitor Analyses E-Commerce, SSL, Progress Reports and Action Plans for Digital Marketing

4 Recap from Last Class Blogs can be a great way to drive traffic to your site Update at least once every 2 weeks Have search engine friendly titles Facebook Ad Campaigns can be highly targeted and cost effective Avoid common mistakes that cause social network breakups

5 Today s Learning Objectives 1. Share progress and receive feedback from the last class. 2. Discuss campaigns. 3. Discuss keyword discovery tools. - Wonder Wheel - Keyword Eye 4. Implement strategies to further help SEO. - Google Analytic Tracking Code - XML Sitemaps

6 Tip 5: Create Campaigns Personalize when possible. Make content visually appealing. Keep text to a minimum. Provide discounts or incentives to click. Keep frequency to less than once per 1-2 weeks.

7 Rules of Thumb Customize for the individual and the group. Have powerful subject line & call to action. Reinforce your brand. Provide unsubscribe with comments for people to tell you why they are leaving. Make adjustments as needed.

8 Tip 6: Take Advantage of Free Tools wordtoolexternal - SEO Tools including bounce rate (<50% for starters, the lower the better) - tools to check metadata, URLs, page load time, and more

9 Free Google Tools Google Analytics (sign up first) Wonder Wheel Webmaster Tools AdWords More!

10 Google Analytics Example

11 Example of Wonder Wheel

12 Google Webmaster Tools

13 Google Ads Broad match: keyword Allows ad to show on similar phrases & relevant variations (The broad match modifier may also be used to further refine your broad keyword matches: +keyword.) Phrase match: "keyword" Allows ad to show for searches with exact phrase Exact match: [keyword] Allows ad to show for searches w/ exact phrase exclusively Negative match: -keyword Ensures ad doesn't show for any search that includes term

14 Keyword Discovery

15 Generate XML Sitemap

16 Check for Accessibility - Check ADA and ALT Tags to ensure accessibility

17 Check Out Your Competition - enter URL in top window, check out any website s keywords and more

18 Free Website Monitoring - ensure uptime

19 Free Website Speed Test vices/analyze - free website optimization tool

20 Shorten URLs, Track Data - includes analytics, tracks real time data - create a custom, shorter URL (website address) for a long URL

21 Your Formula For Digital Marketing Success 1. Sign up for Google Analytics 2. Add Google Analytics Tracking Code 3. Add XML Sitemap

22 1. Add Google Analytics Tracking Code <script type="text/javascript > var _gaq = _gaq []; _gaq.push(['_setaccount', 'UA ']); _gaq.push(['_trackpageview']); (function() { var ga = document.createelement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = (' == document.location.protocol? ' : ' + '.google-analytics.com/ga.js'; var s = document.getelementsbytagname('script')[0]; s.parentnode.insertbefore(ga, s); })(); </script>

23 HTML sitemaps Create Sitemaps Page that shows every page on your site Pages you don t want indexed should have code added Link to sitemap should XML sitemaps Much more important to search engines

24 Homework Visit the course website tomorrow and you ll see the tasks ahead for our final week, as well as today s content and resources.