Digital Marketing 101

An Introduction to SEO, SEM, and SM.

June 2016

Website Optimization

Search: Organic + Paid

Content: Blog, Social, Email

Questions?

1

2

3

4

Agenda

Goals + Channels

5

1a. Business Goals

Align your marketing strategy with your

overall business strategy:

Increase brand awareness

Expand market share

Increase sales ($ vs %)

Reduce costs

(1) Reach

• Video

• Search: Text & Display Ads

• Press Releases & Social Media

• Competitions

(2) Interest

• Blog

• Landing Pages

• White Papers, Videos, & infographics

(3) Convert

• Email Sign Up

• Donation

• Volunteer

• Spread the Word

KEY MEASURES

• Impressions

• Web Traffic

• Inbound links

• Time on Site

• Bounce Rate

• Leads

• Sales ($)

• Listserve Size

• Shares

• Repeat Purchases

• Shares

• Referrals

1b. Marketing Funnel Overview

(4) Engage

• Email Marketing

• Social Media

Website Optimization

Clear Conversion

Clear CTA

Good UX

Make it intuitive.

Speed

Make content fast.

Analytics

Track and iterat.e

2.

Themes + Keywords

Add Metatags

Add keywords to URLs

Share content via a blog + SM

Have others link back to you

3a. SEOGoogle: #2 most popular website. 92% of traffic goes to 1st page. 33% to 1st search result.

Create an account + Create campaign

Set a budget, keywords, bids

Ad Creatives

Tracking code for conversions

Iterate, iterate, iterate

3b. PPC96% of Google’s revenue comes from paid search ads.

4. Content

Create a content pool and repurpose it

across multiple channels.

Blog (2-4/week):

• Wordpress vs Medium

Social Media (5-10/week):

• FB, Twitter, LinkedIn

• Let the data tell you which platform

Email Marketing (1-2/month):

• Mailchimp (analytics, templates, UX, testing, free up to 2,000 users)

Questions?

About Fifth Tribe

Fifth Tribe is a Washington DC Metro digital agency that

serves businesses, government agencies, & non-profits.

Services

• Product Development

• Design & Branding

• Web and Mobile Apps

• Digital Marketing

Featured Clients

Khuram@fifthtribe.com

twitter.com/fifthtribe

facebook.com/fifthtribe

Khuram Zaman

Chief Executive Officer

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