Digital Marketing Gabrielle K. Gabrielli, Ph.D. For Tallahassee Business Leaders 24 May 2011
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
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, Email 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
Recap from Last Class Facebook Ad Campaigns can be hypertargeted and cost effective. Email marketing, when used appropriately, can help keep your customers - current and potential - connected.
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.
Tip 5: Create Email 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.
Email 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.
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
Blogs Doesn t cost anything but time http://wordpress.com https://www.blogger.com http://technorati.com/pop/blogs/ Top 100 sites, great for ideas
Tip 6: Take Advantage of Free Tools https://adwords.google.com/select/key wordtoolexternal - SEO Tools including bounce rate (<50% for starters, the lower the better) http://www.submitexpress.com/analyzer - tools to check metadata, URLs, page load time, and more
Keyword Discovery http://keywordeye.co.uk
XML Sitemap Keyword Tool http://www.xml-sitemaps.com/keyworddensity-tool.html 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
Metamend Keyword Density Analyzer http://www.metamend.com/seotools/keyword-density-analyzer.html 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
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
TouchGraph http://touchgraph.com/google Shows interrelationships of dominant sites and keywords
Solo SEO http://soloseo.com/tools/linksearch.html Helps with cross-promotion and URL submit
SMM: Social Mention http://socialmention.com Conducts social media search and analyzes mentions and keywords
SMM: Blog Pulse http://blogpulse.com Helps monitor blogs and trends for blog postings and searches
SMM: Backtype http://backtype.com Check your social media impact Compare with competitors
Free Google Tools Google Analytics (covered earlier in course) http://google.com/analytics Wonder Wheel Webmaster Tools AdWords http://followfinder.googlelabs.com
Example of Wonder Wheel
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
Check for Accessibility http://contentquality.com - Check ADA and ALT Tags to ensure accessibility
Check Out Your Competition http://keywordspy.com - enter URL in top window, check out any website s keywords and more
Free Website Monitoring http://internetseer.com - ensure uptime
Free Website Speed Test http://www.websiteoptimization.com/ser vices/analyze - free website optimization tool
Homework http://gabrielleconsulting.com/marketing Visit the course website tomorrow and you ll see the tasks ahead for our final week, as well as today s content and resources.