Post on 13-May-2015
description
digital marketing
One Common Goal
Measurement and Improvement
ABOUT INFOTRUSTIntegrated Digital Marketing
Digital Marketing and Social Media Education
Social Media and Viral Marketing
www.infotrustllc.com
513-373-4216
info@infotrustllc.com
Digital Marketing, Social Recruitment & Education
Social Media
Search Engine Optimization
PPC and AdWords
Web Analytics
Blogs and WordPress Development
HR Branding
AgendaIntegrated Digital Marketing
Digital Marketing and Social Media Education
Social Media and Viral Marketing
www.infotrustllc.com
513-373-4216
info@infotrustllc.com
1. Steps of digital marketing
2. Google Analytics
3. Social media strategies and tactics
4. Case study
Quick Marketing RolloutIntegrated Digital Marketing
Digital Marketing and Social Media Education
Social Media and Viral Marketing
www.infotrustllc.com
513-373-4216
info@infotrustllc.com
1. SEO and social media marketing is a long term strategy.
2. You need to start immediately bring people to the website to know what they want, and if you can convert them.
3. Optimize what you offer based on the results.
4. Use 5 T’s of social media
Marketing StepsIntegrated Digital Marketing
Digital Marketing and Social Media Education
Social Media and Viral Marketing
www.infotrustllc.com
513-373-4216
info@infotrustllc.com
Email Marketing, PR, Social Media, Etc…
Social Media Marketing and Off-Site SEO
On-Site Search Engine Optimization
Testing and Optimizations (Not SEO)
Google AdWords
On-Site Search Engine Optimization
Begin With AnalyticsIntegrated Digital Marketing
Digital Marketing and Social Media Education
Social Media and Viral Marketing
www.infotrustllc.com
513-373-4216
info@infotrustllc.com
Page Views – good thing. But may be your stuff is hard to find.
Top Exit Pages – the last page they saw.
Time on Site – very relevant.
Data has to be ACTIONABLE.
So, What Else Matter?Integrated Digital Marketing
Digital Marketing and Social Media Education
Social Media and Viral Marketing
www.infotrustllc.com
513-373-4216
info@infotrustllc.com
Behavior Analysis
– Click map
– Internal search
Outcome Analysis
– Purchases and size of order over time (e-commerce)
– Number and quality of leads (marketing site)
Measuring NON-line MktgIntegrated Digital Marketing
Digital Marketing and Social Media Education
Social Media and Viral Marketing
www.infotrustllc.com
513-373-4216
info@infotrustllc.com
• Experience Analysis
– A/B testing
– Surveys
Redirects (Vanity URLs) – buymysubs.combuymysubs.com/WRFD – identify the source
(Redirects have a specific tracking code tied to the original ad)
Measuring NON-line MktgIntegrated Digital Marketing
Digital Marketing and Social Media Education
Social Media and Viral Marketing
www.infotrustllc.com
513-373-4216
info@infotrustllc.com
• Experience Analysis
– A/B testing
– Surveys
Redeemable Coupons (Costs you $)
Vanity URLs with a discount (memorable)buymysubs.com/freesub
(Collect the offline-to-online data)
Measuring NON-line MktgIntegrated Digital Marketing
Digital Marketing and Social Media Education
Social Media and Viral Marketing
www.infotrustllc.com
513-373-4216
info@infotrustllc.com
• Experience Analysis
– A/B testing
– Surveys
Shared Tracking Codes (buymysubs.com/65)unique 800 number which translates into offer 65
(Have good insights into how the same campaign performs in terms of driving people to the website, and which channel works better at converting your audience.)
Analyzing Internal SearchIntegrated Digital Marketing
Digital Marketing and Social Media Education
Social Media and Viral Marketing
www.infotrustllc.com
513-373-4216
info@infotrustllc.com
• Experience Analysis
– A/B testing
– Multi-variate testing
– Surveys
Search is commonly associated with external search.
Surprisingly, very few non-eCommercecompanies pay close attention to internal search even when it is available on their site.
Look at search keywords and search traffic during campaign.
5 Ts of Social Media
www.infotrustllc.com
513-373-4216
info@infotrustllc.com
TALKERS – People who talk about youTOPICS – Give people a reason to talk about youTOOLS – Help the message spread fasterTAKING PART – Join the conversationTRACKING – Measure and understand what people are saying
Social Media Strategy
1. Identify your outcome
2. Map your brand
3. Select your tools
4. Create your schedule
5. Identify stakeholders
6. Record and measure results
7. Establish a policy
8. Create an emergency plan
Integrating Social MediaPromote your social media presence via traditional
marketing channels.
Buymysubs.com/fb or buymysubs.com/facebook
Integrating Social Media1. Monitor campaign chatter on Twitter.
2. Participate in conversations
3. Track mentions
4. Offer gifts for participation
Integrating Social MediaMonitor your brand online
Integrating Social MediaDrive audience to your blog to find information,
and get their
questions answered.
Integrating Social MediaInvite people to take part in your community, this
way you form long-term relationships, rather than focus on one time sale.
• Facebook Fans
• Twitter Followers
• Social Community Members
• YouTube Channel Subscribers
• Blog Readers
Case Study - Martel
1. Demonstrate quality
2. Interactive way to answer questions
3. Offer viral content
4. Share educational events
Is It All Worth My Time?Integrated Digital Marketing
Digital Marketing and Social Media Education
Social Media and Viral Marketing
www.infotrustllc.com
513-373-4216
info@infotrustllc.com
What We Covered Today
1. Digital marketing campaign in steps
2. Using Google Analytics
3. Tips for using social media
4. Social media case study