Class 4

Digital Marketing Lunch and LearnAdvanced Digital Strategies

Metrics Analysis

Creates awareness of brand/products/servicesDrives quality trafficBuilds linksHelps search rankingsCyclical processIncreases ROI

Enhance Your Digital Strategy

Email MarketingBloggingPress ReleasesCoupons and DealsLocal SearchSocial MediaAffiliate MarketingContests and SweepstakesPPC (AdWords, Facebook Ads)Mobile Marketing

Beyond SEO: Additional Digital Strategies

Email MarketingStrategiesNewslettersSurveysPromotionsShare CouponsGrow Social NetworkNews and Events

TipsCollect Addresses

Form on siteFishbowlEmail sign up at eventSubmit email to enter a

contestBe transparent and offer

Opt-OutSegment listsGenerate targeted

campaigns

Reach out to popular bloggers in your niche

Form a relationshipAsk for a review/articleUser generated contentAsk community for adviceAdd valuable comments and

links on other blogsOnly comment with valuable

content

Blogging

Use keywords in headline, summary, body, text linksUse long tail keywords in summary, bodyGo beyond the copy: Include video, imagesEnable social sharingInclude call to actionInclude trackable linksReach out to relevant press

contactsMake sure PR links back to

your site$200 PR Web

Press Releases

Track itThink beyond the first couponOffer customer loyalty programEncourage repeat businessGenerates awareness for new location/new businessGenerates awareness for new product launchWatch analytics for traffic spike

Coupons and Deals

Review Strategy TipsCreate page on site, link the page to review sites, include

instructions, send people to that siteAsk for reviews in social sitesAsk for reviews in personAsk for reviews in a note on monthly bill “Thank you” for good reviewsFind out which sites your competitors are getting reviewed onGet reviews on multiple sitesRespond to ALL bad reviews – improves reputation. Take the

high road. Fix it. Learn from it.Use reviews to become better at what you do.

Local Search

Can I make a cut of products/services I refer people to?A good way to monetize ideasPromote what you already loveUse trusted and well recognized networks:

Commission JunctionLinkshareShareASalePepperJamGoogle Affiliate Network

Affiliate Marketing

Attracts fans to social networksHelps build qualified email listHelps build brand recognitionEncourages social sharingKnow the rules of promotions within social networksBuilds user generated contentGet sponsors to donate prizesRelease content during heavy promotionNotify community of the winner

Contests and Sweepstakes

Reach Your Entire Audience

Spectators – Increased brand

awareness

Joiners – Comment, vote, & share

Creators – User generated content

Which Promotion is Right For You?

Google AdWordsFacebook AdsOnly 50% see AdWords adsOnly 20% click themSaturate the search results pageLearn what keywords convert bestInstant vs. gradual with organic

Pay Per Click

Know difference between app and siteMobile marketing campaigns

Opt In text messagingHoliday text message offersAlerts, updates and remindersCouponsVoting

QR CodesPlace on business cardLink to a phone numberReward for joining Facebook pageJoin email list

Find mobile usage and most popular networks

Mobile Marketing

Mobile Marketing: Know Your Audience

Identify Key Performance IndicatorsNetwork Size / SubscribersActive vs. Total MembersNew vs. Repeat Blog CommentatorsQuantity / Quality of CommentsConversions

Contacts Coupon redemption Leads / Sales

Brand MentionsLong Tail KeywordsSearch Engine TrafficReferrer Traffic

Analytics

Analytics

Site usage metrics. What do they mean?Visits – The number of visits received by your site. Pageviews – Total number of pages viewed on your site -

general indicator of how much your site is used.Pages/Visit – Average visit in terms of pageview. The higher

the number means your visitor interacts heavily with your site.Bounce Rate – Percentage of single-page visits - visitor

leaves from the entrance pageAvg. Time on site – Average amount of time your visitors

spend on your site.New Visits – The percentage of new visitors your site attracts.

Analytics

Analytics: Traffic Sources Overview

Direct Traffic – Types in your domain name or visits by a bookmark.

Referring Sites – Traffic from other sites (links).Search Engines – Traffic from search engines.

Analytics: Traffic Sources Overview

Customize dashboardCreate custom reportsExport reportsGet monthly emails

Analytics

Filter KeywordsNon-paid | total | paidExcluding brand name – identify theme based

trafficContaining brand name – identify brand

recognitionContaining root term

Analytics

Analytics: Filter Keywords

Compare DatesMonth to month Time of year, to

determine seasonality

Analytics

Exclude internal traffic from your reportsWhatismyip.comhttp://bit.ly/IPfilter

Analytics

PPC gets you ranked higher in organicKeywords in meta keywords tag gets you ranked

higherKeywords in the domain gets you ranked higherMultiple domains helps you rank betterPaid links help you rank betterAll paid links are badSEO is a one time fix“My market isn’t using social media”SEO is a function of IT

Common SEO Myths

Allison Kulage

(513) 402-2735

allison@bareknucklestrategy.com

BareKnuckleStrategy.com

BareKnuckleStrategy.com/blog facebook.com/BareKnuckleStrategy Twitter @BareKnuckleMktg

linkedin.com/in/allisonkulage

Thank you!