Digital Marketing. Gabrielle K. Gabrielli, Ph.D. For Tallahassee Business Leaders 24 May 2011

Transcription

1 Digital Marketing Gabrielle K. Gabrielli, Ph.D. For Tallahassee Business Leaders 24 May 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 19 April 3 May Websites, Metadata, Search Engine Optimization, Social Networking, Cross-Promotion Facebook Pages, LinkedIn, Google Analytics and Interpretation 10 May YouTube, Testimonials, Customer Feedback 17 May 24 May 31 May Facebook Ad Campaigns, Campaigns, Data Mining, Blogs, Twitter Market Research, Competitor Analyses, More on SEO, Free Tools for SEO and SMM Creating Videos for YouTube, E-Commerce, Progress Reports and Action Plans for Digital Marketing

4 Recap from Last Class Facebook Ad Campaigns can be hypertargeted and cost effective. marketing, when used appropriately, can help keep your customers - current and potential - connected.

5 Today s Learning Objectives 1. Share progress and receive feedback from the last class. 2. Discuss free SEO tools. 3. Discuss keyword discovery tools. - Wonder Wheel - Keyword Eye 4. Discuss free SMM tools.

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 Blogs Blogs can be a great way to drive traffic to your site Update at least once every 2 weeks Have search engine friendly titles

9 Blogs Doesn t cost anything but time Top 100 sites, great for ideas

10 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

11 Keyword Discovery

12 XML Sitemap Keyword Tool Keyword density = frequency of keywords on your website 2-5% density is considered optimal Above 7% may require tweaking...but many that are more dense perform great

13 Metamend Keyword Density Analyzer Prominence = relationship to metadata and other HTML markers T=Title, D=Description, K=Keywords, H=Heading, L=Linktext, B=Bold, I=Italic, A=Alt, C=Content

14 Blekko Search engine that has SEO built in through slash tags Use /seo after any URL to analyze inbound links, hostrank, cross links, and allows you to compare you and a competitor

15 TouchGraph Shows interrelationships of dominant sites and keywords

16 Solo SEO Helps with cross-promotion and URL submit

17 SMM: Social Mention Conducts social media search and analyzes mentions and keywords

18 SMM: Blog Pulse Helps monitor blogs and trends for blog postings and searches

19 SMM: Backtype Check your social media impact Compare with competitors

20 Free Google Tools Google Analytics (covered earlier in course) Wonder Wheel Webmaster Tools AdWords

21 Example of Wonder Wheel

22 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

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

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

25 Free Website Monitoring - ensure uptime

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

27 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.