Is Digital Right For My Business?Bob Burch, Digital Media Supervisorbburch@martinoflynn.com

9.25.2012

YES!!!

Website

Website

Search Engine Marketing

Website

Search Engine Marketing

Mobile Marketing

Website

Search Engine Marketing

Mobile Marketing

Social Media

Today’s Agenda:

Ten Steps to Digital Marketing Success

#1:Metrics That Matter--

Identifying & Measuring KPIs

Example: Buffalo Bills

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ESPN.comESPN.com

Impressions 1,000,000

Clicks 1,495

CTR 0.15%

Cost $10,000

CPC $6.69

NFL.comNFL.com

Impressions 1,000,000

Clicks 1,789

CTR 0.18%

Cost $10,000

CPC $5.59

Which site performed better?

Example: Buffalo Bills

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ESPN.comESPN.comImpressions 1,000,000

Clicks 1,495

CTR 0.15%

Cost $10,000

CPC $6.69

Ticket Purchases 75

CPA* $133.33

NFL.comNFL.comImpressions 1,000,000

Clicks 1,789

CTR 0.18%

Cost $10,000

CPC $5.59

Ticket Purchases 54

CPA* $185.19

What about now?

* CPA = Cost per action (in this example, cost-per-purchase)

Clicks & Visits Tell Us Very Little

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0%

0.5%

1%

1.5%

2%

B2C Banner Ad B2B Banner Ad Paid Search Ad Social Media Ad

0.02%

2%

0.5%

0.1%

Clicks & Visits Tell Us Very Little• Clicks are contrary to every other

media effort:• Your goal should be to measure

results.• How?

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Clicks & Visits Tell Us Very Little• Clicks are contrary to every other

media effort:• Your goal should be to measure

results.• How?

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GOOGLE ANALYTICS

Delivering ROI - Establish KPIs• KPI = Key Performance Indicator• Any measurable action that indicates whether a campaign or tactic was

successful• Step 1 = Define Objectives

- Branding or Direct Response?- Be specific

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Delivering ROI - Establish KPIs• Step 2: Establish Key Performance Indicators (KPI’s)• Example #1: Monroe Community College

- Objective: Increase enrollment at MCC- KPI: application downloads

• Example #2: Salvation Army- Objective: get clothing donations- KPI: lookup drop-box locations

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Metrics & KPI’s• Direct Response Metrics

- Click / Click Rate- Actions / Conversions- Cost per Action (Applications, Registrations, Downloads, Surveys, Sales, etc.)

• Branding Metrics- Awareness*- Brand Favorability*- Purchase Intent

• Other important metrics- Unique Visitors- View-throughs

* Require third-party research - additional out-of-pocket costs 12

#2:Harnessing the

Power of Incentives

“An incentive is a bullet, a lever, a key: an often tiny object with astonishing power to change a situation.”

-Economist Steven Levitt, co-author of Freakonomics

• Lunch & Learns offer a great opportunity for employees to learn about other disciplines offered by the agency.

Example: MF Lunch & Learn

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What changed?

Lunch & Learn Presentation #1

% of Employees: 36%

Lunch & Learn Presentation #2

% of Employees: 54%

FREE PIZZA!

#3:Understanding SEM--

Is Your Website Easy to Find?

What is SEM?• Search engines are generally the

#1 source of traffic to most websites.

• Because of this, a strong search Search Engine Marketing (SEM) strategy is essential to the success of your site.

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Understanding SEM & SEO:What do they mean for your organization?

Stephanie Garvia, Program Manager

Digital Marketing Academy 9.25.11

What is Search Engine Marketing (SEM)?• SEM is the umbrella term for any strategy used to increase visits to

a website from a search engine.• Includes SEO & PPC Ads (Pay-Per-Click).

• Examples of PPC: Google AdWords, Yahoo! Bing Network

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What is Search Engine Optimization (SEO)?• “The practice of improving and promoting a website to increase

the number of visitors the site receives from search engines.” (SEOMoz)

• SEO is intended to help improve a website’s performance in organic/natural search results – not paid.

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What Determines Page Rank?

What Determines Page Rank?• SEO: Content, Relevance, Popularity, Design

• PPC (Pay-Per-Click): Keyword Selection, Ad/Campaign quality, Competitors, Budget

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Why is SEM & SEO Important?• According to a Burke 2011 report, 76% of respondents said that

they used search to find local business info, and 67% had used search engines in the past 30 days.

• Being listed at or near the top of search results not only provides the greatest amount of traffic but also instills trust in consumers as to the worthiness or importance of the site.

(SEOmoz)

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Why is SEM & SEO Important?• In a recent survey of givers in the Rochester area (Rochester Gives),

36% of people said that they gave online.

• In that same survey, people who gave online were found to give the highest amount (on average) when compared to other channels of giving.

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Which one should you use? • Your main goal should be to make sure that your site is easily

found by the people who are looking for it.- (People who are looking information on your organization, or the services or

programs provided.)

• Ideally, a combination of both SEO & PPC is preferred.

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Which one should you use?

SEO• Your site should always be

optimized for the fundamental services your org. provides.

• 75% of users will click on an organic listing over a paid one.

PPC• Drives traffic to the site while in

the process of optimization. • Useful for the promotion of events

or special services that may be temporary or part of a campaign.

• Google Grants makes it easy for NFPs to afford.

#4:Finding The

RightKeywords

• People do not search to browse the Web; they are seeking an answer to a question.

• Your website needs to provide that answer.• Keywords can take many shapes:

Understanding the Search Process

The actual questionThe answer to the questionDescription of the problemDescription of the cause

Where do I find a plumber?Boston PlumbersFlooded BasementBroken Pipes

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Source: Certified Knowledge

Types of Search Queries• Informational: doing research

(“HDTV vs. Plasma”)• Transactional: ready to buy

(“Buy HDTVs Online” or “Samsung PN58B550”)

• Navigational: looking for a specific site (“BestBuy.com”)

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25.0%

7.5%

7.5%

60.0%

Informa(onal Transac(onalNaviga(onal Ambiguous

Source: Jansen et al. (2008)

Tools for Keyword DiscoverySEOmoz Term Extractor

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Tools for Keyword DiscoveryGoogle Adwords Keyword Tool (FREE)

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Tools for Keyword DiscoverySEOmoz Keyword Difficulty

Which Keywords are the Right Keywords?• Varies from business to business due to a number of factors:

- Tactic (PPC vs. SEO)- Budget- Conversion rates- Goals

• The key is to find the right combination of keywords that will help you reach your goals.- Test- Optimize

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#5:Building A

Search-Engine Friendly Website

User-Friendly = Search-Friendly• Search engines are focused on offering up the most relevant

results for their users, not just the sites that optimize the best.

• User-friendly = Future-Proof

• User-friendly = repeat visitors, repeat customers, and high ROI (return on investment).

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Principles of Search Engine Optimization• Architecture and design:

- Give search engine spiders easy, user-friendly access to content through the site and page architecture.

• Quality content:- Keyword-focused: use words and phrases

commonly searched by your target audience.- Leads to link popularity: increase the number of

objective, third-party, quality sites linking to your content.

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Wordpress• Easy to create / update• Lots of themes available• Search-friendly• Blogging• Many plugins:

- Google Analytics- Google Webmaster Tools- SEO Guides

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On-Page Optimization Tactics• Each page should have an individual theme, with relevant phrases

used in key locations:- URL- Page Title- Headline (H1 & H2)- Body Copy

• Other items to consider:- Meta-descriptions: short description of the page, only visible on Search Engine

Results Pages (SERPs)- Alt-tags: 1-2 word description of any images to help them rank well in Google

Image Search

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•Yoast WordPress SEO Plugin

Wordpress

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Content Optimization for PR

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Content Optimization for PR

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Title

includes relevant

keywords

Content Optimization for PR

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Title

includes relevant

keywords

Optimized copy with embedded outbound links and inbound

links

Tools for Monitoring Performance

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Weekly Crawl Reports

Rankings Reports

On-Page Optimization Reports

#6:Optimizing Listings

In Local Online Directories

Google Emphasizes Local Results

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Google Places = Google+ Local

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Verify & Edit Your Listing

Business Listing Aggregators

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#7:Defining Your

Mobile Website Strategy

Think About User Experience• Can someone easily complete all key tasks on your website while

on a SmartPhone?

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Defining Your Mobile Strategy

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• Option 1: Separate entities

Defining Your Mobile Strategy

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• Option 1: Separate entities

Defining Your Mobile Strategy

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• Option 1: Separate entities

+

Defining Your Mobile Strategy

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• Option 1: Separate entities

+ +

Defining Your Mobile Strategy

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• Option 1: Separate entities

+ +

$$ EXPENSIVE $$

Defining Your Mobile Strategy• Option 2: Responsive design

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Defining Your Mobile Strategy• Option 2: Responsive design

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Defining Your Mobile Strategy• Option 2: Responsive design

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RECOMMENDED

#8:Getting the Phone

To Ring WithMobile SEM

Mobile SEM Best Practices:• Tip #1: Verify and optimize your Google+ Local Business

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Mobile SEM Best Practices:• Tip #2: Develop a website using responsive design

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Mobile SEM Best Practices:• Tip #3: When choosing keywords for mobile campaigns, use shorter

phrases- Most search terms on mobile devices are only 1 or 2 words- For example, “find local volunteer opportunities” would become “volunteer”

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Mobile SEM Best Practices:• Tip #4: Add a separate mobile search campaign to your existing

Google Adwords program (pay-per-call)

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Mobile SEM Best Practices:• Tip #5: Monitor analytics closely to improve the site (bounce rate,

time spent, load times)

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#9:Monitoring Social

Media--What Tools Are Available?

HootSuite• Post content across multiple social networks from a single platform. Features

include:- Track mentions about of your organization- Mobile apps that allow users to monitor and post from mobile devices on-the-go

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FollowerWonk (SEOmoz)

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Facebook Insights

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Google Alerts

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Google Analytics - Social

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#10:5 Recent Facebook Enhancements for

Nonprofits

5 Facebook Enhancements for NFPs• #1: New App Center launched, “Giving” category dropped

- Lifestyle > Causes- Lifestyle > Livestrong- Utilities > Petitions

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Source: Nonprofit Tech 2.0--A Social Media Guide for Nonprofits

5 Facebook Enhancements for NFPs• #2: New Facebook Managers App (update on-the-go)

68Source: Nonprofit Tech 2.0--A Social Media Guide for Nonprofits

5 Facebook Enhancements for NFPs• #3: Schedule status updates in advance

69Source: Nonprofit Tech 2.0--A Social Media Guide for Nonprofits

5 Facebook Enhancements for NFPs• #4: Increase exposure with Promoted Posts

70Source: Nonprofit Tech 2.0--A Social Media Guide for Nonprofits

5 Facebook Enhancements for NFPs• #5: Ability to translate status updates using Bing

71Source: Nonprofit Tech 2.0--A Social Media Guide for Nonprofits

Relevant Resources

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• How to Verify Your Google+ Local Page:- http://www.martinoflynn.com/blog/2012/09/21/ten-steps-to-

take-control-of-your-google-business-page/

Relevant Resources

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• How to Verify Your Google+ Local Page:- http://www.martinoflynn.com/blog/2012/09/21/ten-steps-to-

take-control-of-your-google-business-page/• Other Great blogs and resources:

- SEO Moz: http://www.seomoz.org/blog- iMedia Connection: http://www.imediaconnection.com/- Search Engine Land: http://searchengineland.com/- Search Engine Watch: http://searchenginewatch.com/- Internet Marketing Glossary: http://www.laredogroup.com/

free-tools-resources/index.asp

Relevant Resources

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Questions?

To learn more about Martino Flynn, visit us at martinoflynn.com, read our blog, join us on Facebook, follow us on Twitter, or tune in to our YouTube channel.

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Any further questions? Need help? Contact me at bburch@martinoflynn.com