the definitive digital marketing framework | evan vanderwerker

04/10/2023THE DEFINITIVE DIGITAL MARKETING FRAMEWORK

THE DEFINITIVE DIGITALMARKETING FRAMEWORKAN ORGANIZED WAY TO DO DIGITAL

WHAT’S UP WITH THIS DECK?

This PowerPoint presentation will introduce small business owners to the different strategies available for product promotion and lead generation.

Furthermore, it will introduce useful web tools that will help streamline your online activities and improve your online strategies.

All recommendations are either free or low cost.


WHAT IS DIGITAL MARKETING?

Digital Marketing

E-mail Marketing

Search Marketing

Website Optimization

Social Media Marketing

Mobile Marketing

Marketing Automation

Search Analytics

Search Optimization

Pay-per-click advertising

Web Analytics

Usability

User Experience

Content Marketing

Social Networking


THE STRATEGY: SUMMARY

1. Develop content:Develop quality content on a continuous basis.

2. Feature each piece in an e-mail:Draft e-mail’s in which you link to a content piece.

3. Place content behind forms on landing pages:Draft landing pages where you’ll promote each piece of content.

4. Optimize landing pages for search engines:Perform SEO on your landing pages that house your forms.

5. Utilize paid SEM to promote your website:Using Google Adwords, pay-per-click campaigns can drive traffic.

6. Use social channels to promote your website:Promote your content (the landing pages) via social networks.

a. Configure a nurture campaign.Set up an ongoing system of touch points.

a. SEO:Optimize your site.

a. Grow networks:Increase following.

b. Create leads:Engage prospects

b. Management:Maintain the website.

THE PRIMARY STRATEGY SUPPLEMENTARY TACTICS


LIST MANAGEMENT


LIST MANAGEMENT

1. Compile all of your contacts into a single location: A CRM system, or a simple spreadsheet. Computerize business cards; Comb your e-mail inboxes; Gather your marketing lists; and, Pull from your databases.

2. Determine the necessary demographic/geographic information. Add additional fields with special attention to executing

targeted campaigns in the future.


LIST MANAGEMENT

3. Fill-in all of the information gaps. All contacts should have a full profile.

4. Continuously improve the size and quality of this comprehensive marketing list: Who will manage the list? How will new contacts (from Sales, for example) be

gathered and entered? What will happen to contacts that become irrelevant?


CONTENT DEVELOPMENT


CONTENT DEVELOPMENT

The quality of your content is where the success of your campaign truly lies. The better the content, the easier your efforts will be.

Content can include: Whitepapers or case studies Blog posts Videos “How to” guides Tweets


DRIP NURTURE CAMPAIGN

DRIP NURTURE CAMPAIGN

The drip nurture campaign is the foundation of the entire strategy. Series of e-mails, set-up to be automatically distributed to

recipients based on behavior.

Each e-mail should feature a unique piece of content.

The type of content should progress from a “soft sell” to a “hard sell” topic. For example, send a helpful video

before sending a product sheet.

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THE WEBSITE


THE WEBSITE

Place your high quality content behind forms on landing pages, to trade contact information for a download.

Promote your keyword-rich landing pages on social channels.

And, work to continuously improve your website: Usability, user experience, relevance, function, etc.

THE WEBSITE

Use Google Webmasters to monitor site issues. Fix broken links and “No Index” problems.

Use Google Analytics to track and manage visitors Schedule weekly reports to guarantee

your attention. Tracking link development.

Use WooRank.com and similar sites to gauge the priority of improvements to your site. The Free trial is sufficient.


SEARCH ENGINE OPTIMIZATION

SEARCH ENGINE OPTIMIZATION

Keyword Research – Using a series of research-type strategies, keywords of interest are to be found.

Keyword Analysis – From the seed list, keywords with the most potential and largest effect are to be chosen.

Content Optimization – Content should be redrafted using the keywords. Include keywords on all page elements as well!

Link Building – Inbound links should be continuously generated for newly-optimized content.



PAID SEARCH ENGINE MARKETING

PAID SEARCH MARKETING

PPC is an acronym for “pay-per-click” advertising.

The campaign will be used to supplement any lack of SEO benefits for new content or websites.

Essentially, search engine results page (SERP) space will be purchased for target keywords.

Use Google Adwords to execute the campaign. The budget can be predetermined.



SOCIAL MEDIA

SOCIAL MEDIA Creating channels: Establishing a presence on social

channels is priority number one.

Promoting channels: Maintaining and increasing your social networks is an ongoing process. Be sure to invite your current contacts to join your networks.

Generating/nurturing leads: Engage with customers to push them into your drip nurture campaign. Pinpoint potential customers and maintain contact through continued engagement.

Gathering customer/competitor insights: A scalable system of gaining insights should be set up to streamline networking. Obtained insights will be used to direct the creation of content.

TWITTER

Twitter will be used for: “Organic” advertising, such as status updates

regarding your company, and continuous sharing of relevant content.

1-to-1 engagement with new followers and relevant users.

1-to-1 sharing of content. Automatic direct messages, promoting your most

recent piece of content.


LINKEDIN

A LinkedIn Company page should be maintained similar to the Twitter account: Content will be regularly shared on the page, both

original and relevant.

The on-page, static content will be updated and managed—new content for every product launch or company initiative.


LINKEDIN ADVERTISING

Paid advertising, targeted at potential customers, promoting: Your website Your content Your social networks

“Lead Collection” can be used (a free addition) to add an “opt-in” option for those who click the ads.

The budget can be predetermined.



OTHER SOCIAL NETWORKING

Facebook is a good channel for companies with an established process for creating content (because it requires a lot).

Google+ requires the most upkeep and attention. It’s best that you have a strong presence on other networks for cross-promotion.

Niche networks: There are a seemingly unlimited number off websites that can be leveraged for specific purposes: Flickr for photo-sharing, for example.

SOCIAL INTEL. GATHERING

A scalable system of monitoring and gathering the “nearby” social space should be developed.

The tools include the following: TweetDeck can be used to monitor conversations on

Twitter. Klout can be used to gather relevant, influential users

on social channels. Feedly can be used to congregate relevant content for

reading and sharing. Google Alerts can be used for business- and customer-

relevant keywords.



REACH-OUT CAMPAIGNS

“REACH-OUT” CAMPAIGNS

“Reach-out” initiatives can be implemented to parallel business strategies.

For example, if your company needs: Customers, a reach-out campaign could be used to

mine, target, and solicit potential leads. Testimonials or quotes, a reach-out campaign could

be to develop a survey and distribute to current customers.

To generate more press, a reach-out campaign could be to push potential content ideas to relevant outlets.



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the definitive digital marketing framework | evan vanderwerker

Marketing

content optimization

marketing lists

content piece

comprehensive marketing

content development

new content

type of content

place content