digital workshop - oregonian media group - hillsboro, oregon

THE OREGONIANOREGONLIVE

BEAVERTON LEADERFOREST GROVE LEADER

HILLSBORO ARGUSTHIS WEEK

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Digital Workshop




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Agenda

● Why Do You Need Digital?

● Top 5 SEO Mistakes Businesses Make

● Are You Thinking Like Your Customers?




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Why Do You Need Digital Marketing?




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Allen Gebarowski

Multi-Media Marketing Manager

A.K.A. “Mr. Fix It”

Specialties: ● Radio● Broadcast TV● Cable TV● Print, ● Digital Display● SEO● SEM● Social Media

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[email protected]




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The Traditional Consumer Three Step Mental Model




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The New Consumer Model




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88% of consumers research online before making a purchase decision.





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Traditional Media Drives Online Action(s)

Nearly 3 in 4 consumers exposed to traditional advertising (within a traditional medium) later look up the product or brand online.

Types of media and actions taken following exposure to stimuli




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Top 5 SEO Mistakes




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John McPheeDirector of Search and Social

● Internet marketing extraordinaire for more than a decade

● Midwest Boy● BetterManagement.com - SAS-

owned company● OMG● Specialties: SEO, SEM, SMO

@[email protected]

503-294-4057

A Quick Look at a Search Results Page

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Build a structurally sound website

Identify appropriate keywords

Create optimized website copy

Build backlinks to appropriate website pages

Utilize social media to increase social signals

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Elements that Make Up Good SEO

● Why can’t your site be crawled?

● You don’t have a website

● Lack of text (Ctrl + A tip, Google cache)

● Full Flash or iFrames

● Incorrect technical components (noindex/nofollow, robots.txt, XML sitemap)

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Your Site Can’t Be Crawled1.

● Keyword research is imperative

● Understand how your customers search for you

● Don’t just guess

● Tools○ Competitor sites○ Google Keyword Tool○ Google Suggest○ Google Related Searches○ Google AdWords

2. You Aren’t Using Words People Search For

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What to do with your keywords?

○ Identify one primary keyword per page

○ Keywords to be included in major tag elements:

■ Title tag: < 55 characters

■ Meta Description tag: < 165 characters

■ H1 tag (only 1 H1 tag per page)

■ ALT image tag

■ Image filename

3. You Haven’t Optimized Your Content Properly

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● Links come in different sizes○ Links from trusted sites are better than spammy sites○ Links that are more difficult to obtain will carry more

weight

● Links build credibility

● Links increase rankings

● Links should be mostly natural

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You’re Thinking About Link Building Too Much4.

Utilize resources to help you understand how Google works

● Google SEO starter guide

● Moz SEO Guide

● Google Webmaster Tools / Bing Webmaster Tools

● Google support

● Search Engine Land / Marketing Land

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You’re Not Learning How Google Works5.

http://static.googleusercontent.com/media/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf

http://static.googleusercontent.com/media/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf

http://moz.com/beginners-guide-to-seo

http://moz.com/beginners-guide-to-seo

https://www.google.com/webmasters/tools/home?hl=en

http://www.bing.com/toolbox/webmaster

https://www.google.com/webmasters/tools/home?hl=en

https://support.google.com/?hl=en

https://support.google.com/?hl=en

http://searchengineland.com/

http://marketingland.com/

http://searchengineland.com/




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Are You Thinking Like Your

Customers?




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Jimmy Bogroff

Director of Digital Strategy

● Real job - dad to four awesome kids!

● HUGE Blazer Fan!!● OMG● Specialty: Digital Strategy

[email protected]




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Can You Identify Your Audience?




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Do You Know What’s On Their Mind?

By-lined by OREGONLIVE staff




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Then...




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Same Guy

Much Better

But Why?

Now.




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How Are Interest & Intent Identified?

Ad Interaction

Search

Comments

Location

Content Tags

Story Interactions

Social Sharing




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What Do You Know About Your Target Audience?

Start With How You Engage Online?

Discussion Points

✓Are Some of Your Online Interests More Intense or More Important to You?

✓Are You in a Different Mindset During Different Segment of Your “Clickstream”?

✓Are There Different Times of Day Where Something is More Interesting to You?

✓Are There Any Brands or Products That Are More Important to You?

✓How Do These Brands Align to Your Online Behaviors? Do They?

✓Does Your Behavior Change Depending Upon The Device You’re Using?

What Are You Most Enthusiastic About?




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The New Multi-Screen World Understanding Cross-Platform Consumer Behavior




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Audience Mindset: Entertain Me!

Social Example: ✓ YouTube Channel That Promotes Unique Story Around Your Brand,

Product Or ServiceContent Example:✓ Top 10 Getaways, Top 10 Undiscovered (X), Interactive Quiz About (X)




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Audience Mindset: Inform Me

Social Example: ✓ Facebook Content That Establishes You as a Category Expert, A Credible and

Trustworthy Source Content Example:✓ Marketing Offer of a Deep Discount, Landing Page Contains Further Details,

Necessary Product Information Page, Details, Pictures, etc.




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Audience Mindset: Context Matters

Articles

Video, Music

Social




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Audience Mindset: Device Matters




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Once They’re On Your Site

The User Experience• Consistent Across Mobile / Desktop / Tablet?

- What is the end result? - What is the payoff to the user?

• Optimized: No pinch, no pull, no grab!

Why Are They On Your Site?• Directions• Map / Location• Phone Call• Product / Research / Information• Entertainment




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How Do I Know? Google Analytics

Set up goals and conversion points to understand which campaigns are driving valuable audiences

By medium… …monitor response & track conversions




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How Do I Know? Google Analytics

Quick Tip - Getting better at Google Analytics:https://analyticsacademy.withgoogle.com/explorer

https://analyticsacademy.withgoogle.com/explorer

https://analyticsacademy.withgoogle.com/explorer




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What’s Trending? Google Trends




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Check Your Ad Copy - Ad Words Ad Preview Tool




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Find Inspiration! Moat




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Speakers

[email protected]

JOHNMCPHEE

[email protected]

JIMMYBOGROFF

[email protected]

mailto:[email protected]









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Recap● Your customers are searching for you

online - be there.

● Use words people use to search for you - be found.

● Get to know your audience - be aware.




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Thanks!