developing a digital marketing plan
TRANSCRIPT
@StoneyD
Stoney G deGeyter
@polepositionmkg
xxxxx @StoneyD
• @StoneyD linkedin.com/in/stoneygd
Web Presence Optimization
PolePositionMarketing.com
Stoney deGeyter
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xxxxx @StoneyD
Three Pillars of Digital
Marketing
1. Website architecture / usability
The search engine friendly foundation your site is built on.
Impacts: • usability issues • ability of visitors to find content • ability of search engines to find
and assign value to your content
2. Keyword / topical optimization
Gets your site
search engine
optimized.
Impacts: • Search rankings • Search to page click-thrus
• First impressions • Intent delivery
3. Site value / authority
Impacts: • Search rankings • Perceptions • Word of mouth • Customer retention
Builds trust.
xxxxx @StoneyD
Organic Optimization
Keyword research 5-10 hours
Industry terms
Ignorant terminology
Competitors
Site content
Solutions
Problems
Frequently
searched &
relevant PHRASES
Analytics set-up / goal customization 5 hours
Install tracking code
Establish goals
Record micro and macro conversions
Benchmark reporting
Determine Goals / metrics reported
Frequency of reports Depth of detail
4 hours/report
Code audit and SEO review
Mobile and desktop
device review:
• Continuous review of site architectural and usability issues.
• Reviewing previous optimization work
for performance improvements.
• Fixing problems as uncovered.
1-4 hours/month
Tag / schema optimization
For each unique
(non-product) page
20 min/page
Title tags
Meta description tags
Top and sub-headings
Image alt text
Page & keyword optimization
Focused content
4 hours/page
Keyword targeting
Structure Message Visitor intent
Calls-to-action
Usability
xxxxx @StoneyD
Local Optimization
Local audit & strategy
Analyze local presence
10 hours
Local listings/profiles (Google, Bing, Yahoo, Yelp, Facebook, etc.)
Citations
Customer review strategy
Brand monitoring
Local business profile optimization • 5-8 hours
Optimize
Bing
Yahoo
Yelp
Facebook BBB
Foursquare
Angie's List
link
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link
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link
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Local citations 4 hours/link
Customer review strategy
• Reviews on site
• Offsite reviews • Review generation ideas
3-5 hours
xxxxx @StoneyD
Link Building
Backlink Profile Audit
Assess Link: Quantity
Quality
Value
5 hours
Link Building 4 hours/link
Research opportunities
Reach out and engage
Secure and finalize link
Online PR
Turn mentions
1 hour/month
into links
Backlink profile review
Ongoing review of
links & their value.
1 hour/month
xxxxx @StoneyD
Content & Messaging
Buyer persona review
Know who you are targeting?
1 hour
Content messaging audit & strategy 10 hours
Message Conversions Educational
value Usefulness
Organization Visual appeal Level of
professionalism
Demonstration of thought leadership
Calls to action Links and more
Email marketing review
Consistent posting on topics relevant to your target audiences.
1 hour/month
Weekly, bi-weekly or monthly.
Editorial calendar
Weekly, bi-weekly or monthly.
Topics
Audience interest
Keyword search volume
Content creation and editing 3 hours/piece to create
1.5 hours/piece to edit
Consistent messaging
Style guidelines
Optimization
Focuses on target audience
xxxxx @StoneyD
Social Media Marketing
Social media tag review & optimization
Write custom social sharing tags for the
five most-shared pages on your
website.
2 hours
Make sure tags are in place.
Social media audit
Uncover the strengths and
weaknesses of your social
media marketing.
15 hours
Social media strategy 15 hours
Social media marketing goals
Target customers to reach
Where to reach them
Best engagement approach
How to measure success
Social profile set-up and optimization 3 hour/network
Set up and/or optimize
primary social channels
YouTube
Twitter Instagram
Social media engagement 10-20 hours/month
Develop content
Sharing content
Monitore brand profiles
Engage in conversations
Social benchmark reports
Review what is and isn’t working. Compare engagement metrics w/ competitors.
4 hours/report
Video optimization
• Closed captioning
• Descriptions • Behind-the-scenes settings
2-3 hours/video
Whatever impacts how often videos are viewed
xxxxx @StoneyD
Analytics & Conversion
Optimzation
Navigation optimization
Use keywords to map out
primary and secondary
navigation structures.
10 hours
Improves
Accessibility
& usability
Messaging
Search
performance
Analytics audit
• Traffic sources
• Conversion rates
• Lead source
• Mobile usage
• Bounce rates
• Campaign efficiency
• More
10 hours
Numbers tell a story.
Conversion & usability review
Identify clear violations of common usability
practices that hinder the visitor’s experience.
10 hours
Conversion audit 10 hours
Landing pages
Category & product page success
Checkout process
Abandonment issues
Visitor frustration points
Lack of engagement
Goal completions
Ongoing analytics analysis 6-10 hours/month
Site traffic
User engagement
Performance data
Anomalies
Strengths
A/B & multivariate testing 5-12 hours/test
xxxxx @StoneyD
Pay Per Click
PPC campaign set-up
Keyword research Build ads
Structure campaigns Tweak landing
15 hours
Ongoing PPC management
Improve ads & landing pages for better ROI.
1 hour/$1000 in ad spend
Recommended ad spend
xxxxx @StoneyD
Activity
Client: DSG Outerwear URL: www.DSGouterwear.com Budget: 15 hours / month
Create a web marketing plan
xxxxx @StoneyD
PolePositionMarketing.com
Thank
You!