Post on 09-May-2015
Digital Marketer’s Toolkit
Francis SkipperVP of Digital Marketing
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
Half of the money I spend on advertising is wasted; the trouble is I don’t know which half.
-John Wanamaker (1838-1922)
Search engine popularity has increased
4,717,000,000 Per Day
Worldwide, 1,722,071,000,000 searches conducted on Google last year.
(Yes, that’s trillion)
901 MillionActive Monthly Users
500 MillionTwitter Users
Who is Visiting Your Online Properties?
How Are People Finding You Online?
How is Your Online Audience Segmented?
What Types of Content Engages Your Target Audience(s)?
clicks
views
downloads
media mentions
sharespurchases
keyword performance/effectiveness
impressions
unique visits
What You Measure Should Be Based on Overall Sales, Marketing, and Brand Goals
Should You Adjust Your Online Marketing Strategy?
Agenda• Search Marketing Tools
• Public Relations Tools
• Social Media Marketing Tools
• Q&A aka “Francis, How Do I Measure This?”
Search Marketing Tools
www.google.com/analytics/
www.google.com/analytics/
User can control what data they view and customize reports
Real-time reporting
Track social campaigns
Track digital advertising
What Can You Measure?
Traffic sources: direct, referral, search, campaigns
Page visits
Downloads
Mobile visits
Top referrers
Conversion rates and goal tracking
Geo-tracking
Adwords comparison (we’ll get into this a little later)
Google Analytics is FREE
Google Analytics Premium costs $
(451 Marketing will be hosting a Google Analytics webinar in August – stay tuned!).
www.google.com/AdWords
www.google.com/AdWords
Create ads and choose keywords which are related to your business.
Pay only for results
With AdWords you're charged only if someone clicks on your ad and lands on your website, not when your ad is displayed. In other words, you only pay when your advertising works.
Start with any budget
How much you invest is up to you – there are no minimum budget requirements and no minimum terms.
FYI: Standard Ad Pricing Lingo
CPM Cost Per Thousand ImpressionsCPC Cost Per ClickCPL Cost Per LeadCPA Cost Per Acquisition
www.google.com/insights/search/
www.google.com/insights/search/
Computes how many searches have been done for the terms you've entered relative to the total number of searches done on Google over time
• Compare SEO keyphrase popularity• Filter results by Web, News, Image or
Product searches• Filter results by region, timeline,
category• View impactful content for those
keyphrases• View related searches• View “rising searches”
www.google.com/insights/search/
FREE
www.google.com/insights/search/
https://adwords.google.com/o/KeywordTool
Google Adwords Keyword Tool utility helps with discovering the phrases people enter while searching for what they want
Google Keyword Tool is helpful for beginners to learn keyword phrase research and its role in SEO before investing in premium SEO tools.
https://adwords.google.com/o/KeywordTool
FREE!
www.wordtracker.com
www.wordtracker.com
Save time - get thousands of keywords instantlyAttract more website traffic - create Google-friendly content
Find long tail keywords that are relevant, steal your competitors' keywords which helps you piggyback on their success, and it can help you organize all of your work without tons of spreadsheets.
See who's linking to your web pages as well as your competitors' pages. Target a specific sector and build/manage as many campaigns as you want.
Increase your productivity. Find your targeted keyword niches. Plan your PPC and organic campaigns. See Google's estimates of seasonal trends in popularity. Report and monitor your results. You can also discover your site's market share of target keywords.
www.wordtracker.com
7 day free trial on their premium products but it does cost to use the program.
However WordTracker does offer some free tools including keyword research tool, Gtrends and more.
www.wordtracker.com
www.spyfu.com/
www.spyfu.com/
Keyword Tools, SEO Software, and AdWords Software All-In-One.
1. SpyFu Classic
2. Kombat
3. SmartSearch
4. Ad History
5. SpyFu Labs
www.spyfu.com/
SpyFu's pricing ranges from $79 per month to $999 per month.
www.spyfu.com/
• SEO Management
• Social Media Monitoring
• Recommendations all in one place
http://www.seomoz.org/
http://raventools.com/
Raven Internet Marketing Tools is an online platform that helps users quickly research, manage, monitor and report on SEO, social media
and other Internet marketing campaigns.
http://raventools.com/
• SEO tools• Social media tools• Advertising tools• Campaign tools• Content tools
• All-In-One Pay-Per-Click Advertising Management
• Manage Google, Yahoo, Bing, and Facebook Ad Accounts
• List revenue goals
• ActEngine SEO Technology
http://www.clickable.com/
http://www.marinsoftware.com
Search optimization servicesAdvertising campaign management
Customizable dashboard to measure insights
http://www.compete.com/us/
See traffic data for over 1 million sitesDiscover competition and related sites
Monthly email reports of sites you're interested in.Compare multiple sites in one graph
• Create apps, tools, and graphs to visualize data
• Plan advertising campaigns based on consumer behavior
• See impact of previous advertisements
http://www.compete.com/us/
• Pro mode enables you to see marketing strategy of competitors
• Shows 2 years of metric data
• Compare multiple domains at once
• See keyword search success of competitors
http://www.compete.com/us/
Public Relations Tools
http://www.google.com/alerts
Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your queries.
• Filter the new information of the Internet
• Be updated whenever new content hits the Web (news, blogs, videos, etc.).
http://www.quantcast.com/
• Measures more than 25 million web audiences• Aims to connect advertisers with customers• Measures site activity and demographics/geographics
http://www.quantcast.com/
• Helps you understand what specific audiences are likely to engage in
• Allows you to learn about audience behaviors and tendencies
Social Media Tools
Fully-customizable dashboard of Twitter content.
Sync Twitter/Facebook accounts
http://hootsuite.com
• Schedule tweets
• Allows for integration of internet apps such as YouTube (advantage over TweetDeck)
• Organize lists, trends, interactions, and tweets
• Pro version allows for integration of Google Analytics and Facebook Insights.
http://hootsuite.com
www.facebook.com
www.facebook.com
Accessible from any existing page (admin status required)
• Real-time graph of all page posts and impact (interactions, reach)
www.facebook.com
• Shows percentage change over time.
• See how users access your page (web or mobile)
• See how many people check in to your venue
www.facebook.com
• See demographics of users accessing your page.
• Weekly email updates
www.facebook.com
https://bitly.com/
• Allows users to shorten lengthy URLs• Useful to include in social media outlets. • Sign in easily with Twitter/Facebook account
User-friendly dashboard tracking clicks, referrers, locations
– real time or over time.
https://bitly.com/
TweetDeck
www.tweetdeck.com
An online app by Twitter to help you organize and schedule tweets.
www.tweetdeck.com
• Very similar to Hootsuite, minus analytics dashboard
• Sync Twitter with account
• Organize lists, trends, interactions, and tweets
• Fully-customizable dashboard of Twitter content.
• Pro version enable integration of Google Analytics and Facebook Insights
www.tweetdeck.com
Free or $5.99/mo. for Pro
Questions?
• Founded in 2004
• Based in Boston
• 30 Communications Professionals
• Partners Nicholas Lowe, AJ Gerritson, and Tom Lee
• Named a 2011 and 2012
Francis SkipperVP of Digital Marketing
617-896-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com