Effective Digital Marketing -...
Transcript of Effective Digital Marketing -...
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Effective Digital MarketingFive State Manufactured Housing Convention
Chris Prendergast
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CHRISPRENDERGASTPartner & Chief Strategy Officer
Certified Web Analyst
twitter.com/chrisprender
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Your digital presence is your best sales tool.
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LET’S GETEXCITED
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WebsiteExperience
AGENDA
Search Marketing
Other Digital Channels
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WEBSITE EXPERIENCE
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WEBSITEEXPERIENCE
● Mobile-Friendly Sites● Fast Page Speed● Writing for the Web● Calls-to-Action● Measuring UX
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MOBILE-FRIENDLY WEBSITES
Your website visitors are on their phones already.
What is their experience?
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40% of consumers will leave a page that takes longer than
three seconds to load.
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FAST-LOADING WEBSITES
One of the best UX investments you can make is in a faster website.
WebPageTest.org
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WRITING FOR THE WEB
Good web writing uses:● Simple language● Headings &
subheadings● List-based content
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CALLS-TO-ACTION
What is the next step you want your users to take?
Give users a conversion path on every page.
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CALLS-TO-ACTION
What is the next step you want your users to take?
Give users a conversion path on every page.
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MEASURING USER EXPERIENCE
Google Analytics is a free tool to measure user experience.
Data is only meaningful if you are tracking toward business goals.
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SEARCH MARKETING
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● Search Basics● SEO Ranking Factors● Local Business
Listings● Paid Search
Marketing
SEARCHMARKETING
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SEARCH RESULTS
Three chances to rank: Paid Search, Map Listings, or Organic Listings.
Work hard to slowly increase rankings—or just buy your way to the top.
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SEO RANKING FACTORS
● Website Content● Technical SEO● Backlinks● Usability
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USEFUL, UNIQUE CONTENT
Write content that matches what users are looking for.
Keywords are good, but solving problems is better.
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TECHNICAL SEO
How well can search engines access your site?
Minimize broken pages, minimize redirects, make your pages fast.
Screaming Frog SEO
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BACKLINKS
An outside link is an endorsement.
What other sites (quantity and quality) are endorsing your site with backlinks?
Ahrefs.com
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LOCAL LISTINGS
#1 most important: Claim and fill out your Google My Business listing.
After that, work to complete other listings.
Moz.com/Local
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PAID SEARCH
Pay your way to the top! (Pay-per-click)
Make sure you can track the return on your spend.
Double-check keywords, geography targeting.
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OTHER DIGITAL CHANNELS
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DIGITALCHANNELS ● Email Marketing
● Social Media● Display Advertising
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EMAIL MARKETING
Good for:● Repeat purchases● Slow sales cycles
Only makes sense if you have an email list, or have the budget to grow one.
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SOCIAL MEDIA
“Free” audience isn’t really free any more.
You don’t have to be on social media. But if you are, make sure you are tracking the time investment.
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DISPLAY ADVERTISING
Modern-day equivalent of billboard advertising.
New targeting can focus on “conversion goals”, new tracking can measure offline interactions.
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