HOW TO BUDGET FOR 2016 DIGITAL MARKETING

Attendees are muted, for any questions please type in the chat box. There will be time at the end to review questions!

Milestone Confidential

Panel

• Sara LintonProduct Marketing Specialist

• Julie ChapmanSr. Director of Business Development

• Mike SuppleDirector of Products & Social Media

• Benu AggarwalFounder & President

Milestone Confidential

Agenda

1 Search trends

2 Factors that directly impact ROI

•Organic presence

•Content

•Website technology

•Social marketing

3 2016 budgeting checklist

Milestone Confidential

Search History

1991 - 2003 2003 - 2006 2007 - 2013

KEYWORD

STUFFING

&

Milestone Confidential

Search Today (2013 – 2015)

SEO

Milestone Confidential

Search Tomorrow (2016+)

CTR

Multi-device

Algorithm

Quality

Engagement

Content & User

FACTORS THAT DIRECTLY IMPACT

ROI

Milestone Confidential

Digital Marketing Must Have

Website Technology

Website Content & Design

Organic and SEO Promotion

Mobile Friendliness

Digital Media Advertising

Social Media Presence

Milestone Confidential

The Influence of Ranking Factors in Google’s Algorithm

Milestone Confidential

2015 Search Engine Ranking Factors Averaged

Organic presence Content Website technology Social marketing0123456789

10

Source: https://moz.com/search-ranking-factors

ORGANIC PRESENCEBacklinksCitationsLocal search

Milestone Confidential

Is Organic/Natural Search Still Relevant?

2013-Q4 2014-Q1 2014-Q2 2014-Q3 2014-Q4 2015-Q1

28% 29%

18%

45%54% 54%

-3%

1%

-7%

3%13% 14%

Y/Y Growth in Organic Search VisitsMobile Overall

Source: RKG Quarterly Digital Marketing Report

Milestone Confidential

Build Relevancy: Optimize Quality Listings

Local Search Engine& Hyper Local Listings Data Aggregators Internet Yellow Pages

Business, Local, Industry and Niche Maps

Milestone Confidential

Maintain Consistent Listings

Milestone Confidential

Constantly Monitor and Improve Presence

Track consistency of listings over time

Track performance against recommended

digital score

CONTENTSearch intentCustomer needsFreshness & relevancy

Milestone Confidential

Create Content Based on Searcher Intent

3 types of queries• Navigational: branded or specific website• Informational: long-tail and research and questions• Transactional: ready to make a purchase

Milestone Confidential

Content Starts on the SERPDoes the

title match what the searcher wants?

Is the URL trustworthy?

Does the description create curiosity & lead

to a click?

Is it easy for the searcher

to contact you?

Can the searcher’s

NEXT question be answered

from this result?

Milestone Confidential

Understand Searcher Intent – Informational Queries

Milestone Confidential

Convert Holiday Season Information Queries!

Holiday pages with fresh local content &

specials

104 Sessions with very high engagement

Milestone Confidential

OG Tags Increase Social Shareability

154 social shares in 2 weeks

Milestone Confidential

Promote Holiday Specials on Yelp & Trip Advisor

WEBSITE DESIGN & TECHNOLOGY

Desktop usabilityMobile usabilityUser experience

Milestone Confidential

Latest Design Trends

Scroll

InteractiveStory

FlatDesign

Card/TileDesign

Typography

Icons

Mobile-First

01

02

0304

05

06

07

Milestone Confidential

Mobile First Design

Menu is placed top right for optimal position

Navigation buttons have a recommended target size of 44px tall

Booking icon is position adjacent with full screen dropdown

Milestone Confidential

Continued Evolution of the Scroll

Conduct usability testing to see how your design is working

Limit the use of too many screens, such as infinite scrolls

Create sticky navigation

Differentiate scrolling navigation controls for other calls-to-actions and links

Include visual cues to orient users (scroll up/down)

Milestone Confidential

Building Interactive Story

Interactivity is the best way to reach your user

It persuades your user, because they are having more fun browsing the website

Expansion of HTML5, CSS, Javascript, jQuery allows greater creativity with less strain on implementation

Milestone Confidential

Adaptive Responsive WebsitesDesktop, Mobile, Tablet Versions

Best User Experience Across All Device

Milestone Confidential

Mobile Usability

Mobile Friendly Label

Comprehensive Mobile Site

Page Speed

DESKTOP MOBILE

Milestone Confidential

Website Technology – Platform SEO Audit

Critical message Crawls Robots.txt tester Server Sitemap issue Index status Structured data errors International targeting Mobile usability Search analytics

Milestone Confidential

Gtmetrix – Awesome tool build on Yslow and Pagespeed (Yahoo and Google API)

• A and B = Good Score

• Highlight areas to fix

• Build on 2 critical API

Milestone Confidential

Search Today - Voice and Conversational

Past

• Open Google maps• Type address• Get directions

Present & Future

• Based on structured data

• Geo-targeted• Socially Relevant

Critical Information Marked as Structured Data

Milestone Confidential

Dynamic Content Targeting

60% increase in conversions

Milestone Confidential

Usability Studies Help Increase Conversions Heatmap Study & Analysis

Multi Device Monitoring

Visitor Conversion

Funnel

Accessibility

Advanced Browser testing

Mobile Usability

Changes

Milestone Confidential

A/B Testing on Content PositionAccommodations

AAccommodations

B

Removed Hero Image to push content to top

20% improvement in

conversions

SOCIALConsistencyShare-abilityRelevancy

Milestone Confidential

What Is Social Content Marketing?

Brand messaging• Image &

reputation

Community management /

CSR

• Customer support & engagement

Content marketing

• Reach new audience

• Create SEO relevance

Milestone Confidential

How Social Content Marketing Impacts SEO

• Brand awareness• Link potential• Personalized search results• Increased domain rankings• Social sites rank well• Google+ impacts local

search• Relevant keywords• Faster indexing

SEO Social Media

Source: http://www.semrush.com/blog/8-ways-social-media-can-impact-your-seo

Sweet spot – overlooked by many businesses

Milestone Confidential

High Social Sharing Correlates to High Rank

#1 result has no backlinks, but thousands of social shares

#7 result has hundreds of backlinks, but no social shares

Tools used: SEO Quake plugin for link data, and Buzzsumo for social sharing data

Milestone Confidential

How to Use Social to Connect to Search

Transactional search

Informational search

Opportunity to influence purchase decisions. Blog,

Facebook, Instagram, etc.

Milestone Confidential

Why do Visitors Spend Money?

Arts

Festivals

MarketingTasks

SportingEvents

Conventions& Meetings

Concerts

Milestone Confidential

What do YOUR Guests Care About?“stayed here for our

Honeymoon”“a romantic setting”

“an arcade and two huge pools”

2016 BUDGETING CHECKLIST

Milestone Confidential

Competitive Analysis

Quality of backlinks Consistency of listingsWebsite speed Mobile usability SchemasOrganic presenceSocial relevancyPPC presence

Milestone Confidential

Organic Presence Checklist

Local search resultsLinks and citationsContent marketingSocial mediaReviews management

Milestone Confidential

Website Checklist

Mobile usabilityWebsite technologyContentDesign

Milestone Confidential

Analytics Checklist

Individual channel reports

Holistic website production

Tie all data together with one comprehensive report

Milestone Confidential

Media Advertising Checklist

Paid searchBehavioral adsTravel media adsDisplay adsSocial media ads

Milestone Confidential

Thank You!

Any additional questions or comments?sales@milestoneinternet.com

• Make sure to follow us:– http://milestoneinternet.com– http://blog.milestoneinternet.com– http://twitter.com/milestonemktg– http://facebook.com/MilestoneInc