Digital Marketing for Startups
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When you are just starting your company, digital marketing can be overwhelming: where do you start, what do all the terms mean, what is SEO, etc.? This presentation is a high-level overview of the building blocks for a digital marketing campaign, a digital marketing 101.
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Digital Marketing for Startups
- 1. get started with DIGITAL MARKETING with Emily Reeves Dean re a d e r.w r i t e r. s e e ke r c r e ati n g o r d e r f r o m c h a o s
- 2. 20 YEARS AD AGENCY EXPERIENCE RESEARCH DIGITAL MARKETING CONTENT MANAGEMENT ANALYTICS PROJECT MANAGEMENT COMMUNICATIONS STRATEGY TECHNOLOGICAL EXPLORER A B O U T M E re a d e r.w r i t e r. s e e ke r c r e ati n g o r d e r f r o m c h a o s
- 3. ATTRACT ENGAGE CONVERT RETAIN ADVOCATE •SEO •PPC •Display •Paid Social •Blog •Email •Paid Social •SEO •PPC •Retargeting •Email •Ambassadors •Retargeting •Email •Social Media •Retargeting •Email •Social Media •Ambassadors Know your audience Give proof of expertise Make it easy to purchase Add value, reward for loyalty Provide convenient ways to advocate
- 4. WEBSITE SEARCH CONTENT SOCIAL MEDIA PAID MEDIA EMAIL AMBASSADORS OPTIMIZATION D I G I TA L M A R K E T I N G
- 5. W E B S I T E
- 7. Target Audience Research • Segments and personas • Why are they coming to your site? • What questions are they asking? Key Word Research • Moz • Google Keyword Planner Competitive Research • How can you differentiate? Content Delivery • Text • Photos • Video • Graphics • Downloads • Links CONTENT OUTLINE ARCHITECTURE TECHNOLOGY DESIGN CONTENT ANALYTICS WEBSITE
- 8. CONTENT OUTLINE ARCHITECTURE TECHNOLOGY DESIGN CONTENT ANALYTICS Organization • Easy site navigation • How will a visitor move through the site? • What gets the most prominence? • Will there be landing pages for specific messages? Features • Email sign-up • Contact forms • eCommerce • Interactive elements • Paywall/membership access WEBSITE
- 9. CONTENT OUTLINE ARCHITECTURE TECHNOLOGY DESIGN CONTENT ANALYTICS Pick the Platform • Wordpress • Squarespace • Wix • Custom development WEBSITE
- 10. CONTENT OUTLINE ARCHITECTURE TECHNOLOGY DESIGN CONTENT ANALYTICS Considerations • Brand look and feel • Mobile-friendly • Optimized for search • Site load time WEBSITE
- 11. CONTENT OUTLINE ARCHITECTURE TECHNOLOGY DESIGN CONTENT ANALYTICS Keywords • Page titles and descriptions • Image names and alt tags • URLs of pages and posts • Write for your visitors, not for the search engines Considerations • More text is better, but make it scannable • Backlinks • Fresh content WEBSITE
- 12. CONTENT OUTLINE ARCHITECTURE TECHNOLOGY DESIGN CONTENT ANALYTICS Tools • Google Analytics • Google Webmaster Tools/Search Console • SEM Rush WEBSITE
- 13. S E A R C H
- 14. ORGANIC PAY PER CLICK (PPC) DISPLAY/BANNER ADS SEARCH
- 15. ORGANIC PAY PER CLICK (PPC) DISPLAY/BANNER ADS The Algorithms • Keywords used in site content • Keywords used in page titles and descriptions • Keywords used in page URLs • Freshness of content • H1 tags, alt image tags, image names • Backlinks • Site load time • Mobile-friendly SEARCH
- 16. ORGANIC PAY PER CLICK (PPC) DISPLAY/BANNER ADS Google AdWords • Purchase a set of keywords • Users search keywords -> see ads • Users click on ad • You pay, per ad click Robust Targeting and Budgeting Options • Target by country, region, city or geographical area • Target by device (mobile or desktop) • Budget by campaign, time of day or day or week Some Details • Copy matters: make sure your link goes to content relevant to that term • Advertisers can bid on your brand name • Advertisers cannot user your brand name in ad copy • Get specific with broad match, exact match, phrase match, negative keywords SEARCH
- 17. ORGANIC PAY PER CLICK (PPC) DISPLAY/BANNER ADS Can Be Purchased Through Search/AdWords Campaigns • Appear next to content on various websites in text, image or video format • Best for increasing awareness, not for CTAs • Target in a variety of ways: specific websites, time of day, geography, etc. SEARCH
- 18. CO N T E N T
- 20. TOPICS TYPE SCHEDULE Considerations • Do your thoughts advance a concept or idea? • Are your thoughts actionable? • How commercially relevant are your thoughts? • Do you have data and research that back-up your thoughts? • Is your point-of-view new and fresh? • Does your information offer a new insight? • Can your thought leadership influence others? • Will recipients of your thought leadership change the way they think or act about something? CONTENT
- 21. TOPICS TYPE SCHEDULE Some Options • Events • Lists • Checklists • Review articles • Comparison • How to • Industry news • Case study/testimonial • Multimedia article • Live blog • Infographic • White paper • Tips and tricks • Best practices • Buying guides • Opinions • Predictions • Tutorials: written, video, graphics • Quizzes • Calculators CONTENT
- 22. TOPICS TYPE SCHEDULE Consistency and Frequency • Without consistency, it is hard to build brand loyalty • 1-2x a week, more if you can • Benefits SEO • Match or beat the competition CONTENT
- 23. S O C I A L M E D I A
- 25. SHAREABLE CONTENT ENGAGEMENT TRACKING Drivers • What do you want people to think, say or do when seeing your content? • Know your audience • Target the message to specific audiences and segment if necessary SOCIALMEDIA
- 26. SHAREABLE CONTENT ENGAGEMENT TRACKING Be Social • Respond quickly • Post on other brands’/customers’ posts • Start conversations • Tell stories in real time • Go live SOCIALMEDIA
- 27. SHAREABLE CONTENT ENGAGEMENT TRACKING Know What Is Working • Use the Facebook pixel • Use Google Analytics • Find a reporting tool you like (i.e., Sprout Social) SOCIALMEDIA
- 28. PA I D M E D I A
- 29. RETARGETING SOCIAL ADS TEST AND LEARN PAIDMEDIA
- 30. RETARGETING SOCIAL ADS TEST AND LEARN Is The Phone Listening? • Target people who have visited your site or searched for your product • Ads “follow” users around the Internet • Most visitors don’t take action the first time they visit your site • Keeps your brand top-of-mind PAIDMEDIA
- 31. RETARGETING SOCIAL ADS TEST AND LEARN Targeted • Appear like regular posts in social streams • Can also appear like display ads by content • Very targeted • Visually engaging PAIDMEDIA
- 32. RETARGETING SOCIAL ADS TEST AND LEARN Incrementally Increase • Small amounts of money can have a big impact in digital media buys • Split A/B testing PAIDMEDIA
- 33. E M A I L
- 35. DATABASE EXECUTE OPTIMIZE Own It • Build list organically through website signups • Encourage subscribers to share (if you have great content) • Keep it clean • Provide preferences for people to select how often they want to hear from you EMAIL
- 36. DATABASE EXECUTE OPTIMIZE Remember, They Opted In • Map the content • Use images • Make it mobile friendly • Text 15 pt minimum • Follow SPAM compliance • Use a service provider (i.e., Mailchimp, Constant Contact) EMAIL
- 37. DATABASE EXECUTE OPTIMIZE Look At The Analytics • Test subject lines • Look at open rates • Look at click-through rates • Look at open frequencies EMAIL
- 38. A M B A S S A D O R S
- 40. WHAT WHY HOW Influencers, Advocates, Passionate Followers • Significant follower counts • Active engagement with followers • Has power to influence people in your target audience • Represent the brand characteristics • Like a celebrity endorsement AMBASSADORS
- 41. WHAT WHY HOW Ambassadors and Influencers Are: • Approachable and attainable • Honest: contextual credibility • Salesman to their peers AMBASSADORS
- 42. WHAT WHY HOW Initiate Contact • Direct messages • Comments • Website applications • Agents Compensation • Product • By average engagement • By number of followers • Reciprocal promotion AMBASSADORS
- 43. O P T I M I Z AT I O N
- 44. WHAT GETS MEASURED, GETS DONE OPTIMIZATION