Digital Marketing

18 April 2012Gabrielle K. Gabrielli, Ph.D.

Tentative Schedule

DigitalMarketingCourse

4AprilLinkedIn,Pinterest,Websites,Metadata,SearchEngineOptimization,SocialNetworking

11AprilFacebookPages,FansandEvents,YouTube,Twitter,Cross‐Promotion,FacebookCampaigns

18AprilSearchEngineRankings,SEO,(plusLinkedInandPinterestupdates)

25AprilMarketResearch,CompetitorAnalyses,CustomerFeedback,Testimonials

2May MoreonSEO,E‐Commerce,EmailCampaigns,Blogs

TBD Virtual‐ProgressReportsandActionPlansforDigitalMarketing

Today’s Learning ObjectivesBy the end of this session, participants will be able to:

• Evaluate progress from the last session.• Discuss timings of postings for Facebook,

Twitter, and blogs.• Demonstrate the power of Pinterest.• Examine metadata and search engine

optimization (SEO).

Last Week’s Results

THIS Week’s Results

Last Week’s Results

THIS Week’s Results

Last Week’s Results

THIS Week’s Results

Last Week’s Results

THIS Week’s Results

Discussion

Discussion

Discussion

Hubspot Findings

• Articles published around9am EST tend to beshared the most on FB

• Average blogs get readthe most at 11am EST

• Retweets on blog postspeak around 4pm EST

From ArgyleSocial

Call to Action

• It is important to have a call to action on allof your marketing from your website toemail campaigns to social networking

• A call to action encourages people to dosomething, to click further, to ultimatelybuy something or act in a way thatbenefits your company

Example of OLD Facebook Call to Action(before Timeline)

My Facebook Business PageLAST Year

http://www.facebook.com/GabrielleConsulting

My Facebook Business PageTODAY

Increase Likes on Facebook

• First, fully prepare your page for visitors– Photo, custom username, great content

• Add like box widget to your website (orbetter yet, add a simple logo and link)

• Add logo and link on email campaigns• Select relevant friends to invite to your

page

Increase Likes on Facebook

• Add photos• Tag added photos• Add compelling or humorous video• Consider adding app tabs like live

streaming video to your fan page• Design a contest• Tag fans and events• Provide a call to action

Example of Tagging

A Facebook Posting

• Notice the high levels of feedback.

More Facebook Changes....

Google

• Up to 70% of web traffic goes to top 3results.

• Paid clicks usually cost $7-8 per click.• Free results are more credible than paid.

The Value of Organic

• 80% use search engines to find productsand services they want to buy.

• 85% of searchers ignore paid listings.• 63% of top organic listings get click-

thrus.• Organic search results convert 30%

higher than PPC.• Pay-per-click (PPC) costs up 37% from

last year to this year Q1.

SEO

• Search Engine Optimization

In the News....

• Google revised its algorithm in March.• Sites perceived as “content farms” were

most affected including Yahoo’sAssociated Content and sites withWordPress blog plug-ins

Also in the News....

• In March, the number of users ofFacebook exceeded half the worldpopulation over age 12!

Pagerank• Represents how important page is on the WebGoogle's Score = (Kw Usage Score * 0.3) + (Domain * 0.25) +

(PR Score * 0.25) + (Inbound Link Score * 0.25) + (UserData * 0.1) + (Content Quality Score * 0.1) + (ManualBoosts) - (Automated & Manual Penalties)

PageRank = 0.15 + 0.85 * (a "share" of the PageRank of every page that links to it)

Search Ranking Factors Survey 2011

http://www.stateofsearch.com Retrieved 18 Oct. 2011

Metadata

• Page Title• Description• Keywords• ALT Tags• H1

Metadata Description

• Character Limit- Typically 200-250• When limit is exceeded, some search

engines may bump you

Metadata Description Examples

• Online College Degree, Technical Education,Distance Learning College. Earn a collegedegree online that focuses on a technicaleducation through distance learning.

• meta name="keywords" content=""

Metadata Title

• Character Limits- Google 160, Yahoo 165,MSN 200

• When limit is exceeded, some searchengines may bump you

• Default page name in some software is“Home” - be sure to change it

• Unique title is needed for each page (note:TSAE page titles are all the same)

Metadata Title ExamplesBAD:

• Home• Events and Training Calendar• Media• Members Only Section• http://www.floridaleagueofcities.com/Advocacy.aspx• About FDA

Better:

• Workforce Florida - Priorities & Initiatives• Meet the Marketing Mud Team

Metadata Keywords

• Character Limits- No real limits on mostsearch engines but figure first 20 words asmost important

• No real consequence when limit isexceeded

• Doesn’t carry as much weight as it oncedid with SEO, but still important

Keywords

• Don’t use capitalization.• Don’t use plurals.• Put most important search terms at the top

of the list.• For local organizations, regionalize search

terms.• Add unique descriptors.

Metadata Keywords BAD Example

• “hotel near the crown center plaza, kansascity hotels, missouri hotels, meeting hotelin kansas city, wedding hotel in kansascity, hotel near hallmark crown center,shopping hotel kansas city"

Which hotel do you think this is?

Metadata Keywords Examples

• online college degree, online college degrees,college degree, college degrees, technicalcollege, college education, itt tech, itt technicalinstitute

• <meta property="og:title" content="" />DO NOT use words like Florida, retail, sale, etc.

unless they are combined in phrases

ALT Tags

• Help drive traffic to website and ensureSection 508 accessibility

Good example:• <img src="images/fesmasthead.jpg"

alt="Back to Florida Engineering SocietyHome Page”>

Distribution in U.S. on Facebook

http://checkfacebook.com, retrieved 18 Oct. 2011

Content of Tweets

PearAnalytics,2010

Twitter Followers

RJMetrics, 2010

Tip 1: Improve OnlinePresence

• https://www.facebook.com/pages/American-Lung-Association-in-Florida-Tallahassee/109222612452415 should be

• http://www.facebook.com/ALATallahassee

Go to http://facebook.com/username to createa custom username.

Tip 2: Increase Engagement

KPIs - Key Performance Indicators• Time spent on site• Pages per visit• Return frequency to site• Page view• Visitors per referrer• Bounce rate

Bounce Rate Metric

• “Stickiness” of a website• High number = lack of appeal or relevance

from landing page

Ways to Improve Bounce Rate

• Know your audience.• Create more appealing web content.• Keep text to a minimum (but do not make

your site graphics only).• Include a call to action.• Show them how you help meet needs.• Track metrics and adjust accordingly.

I’ve attracted visitors, now what?• Website must:

– Be well designed– Provide appealing headline, image– Attract clicks– Drive traffic– Include a call to action that leads to

engagement

Tip 3: Cross-Promote

• Connect all of your web presence sites toone another.– Social networking– Blogs– Website

• Connect with others through reciprocallinks.

Tip 4: Save Time by Cross-Linking• Facebook to Twitter link:• http://www.facebook.com/twitter

Tip 4: Save Time by Cross-Linking• WordPress to Facebook link:• http://wordpress.org/extend/plugins/shar

e-on-facebook• LinkedIn and Twitter are easily linked to

each other through a checkbox

The Value of LinkedIn

• Complete your personal profile to 100%.• Network with many prospective contacts.• Join industry groups and participate.• Excellent ROI.

Add a company profile:http://www.linkedin.com/company/add/show

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.