Kickstarting Your Digital Marketing Strategy › Content-Images › ... · What is Digital Marketing? Digital marketing is an umbrella term for targeted, measurable, and interactive

Kick Starting Your Digital Marketing Strategy in Titan

Presented by:

Rachel CarterSr. Digital Marketing Strategist@Rachel_Carter88

Jim BrophyGroup Director, Digital Marketing & Services@JamesEBrophy

• Digital Marketing Overview

• Developing Your Strategy

• Execution

• Measuring Success

• Key Takeaways

Kick Starting YourDigital Marketing Strategy in Titan

Digital Marketing

Overview

What is Digital Marketing?

Digital marketing is an umbrella term for targeted, measurable, and interactive marketing using digital technologies to reach prospects and customers.

• Build awareness

• Increase engagement

• Generate / nurture leads

Digital Marketing

Sales

Awareness

Engagement

Interaction

Leads

Prospects

Sales

How it works

Banner Ads/Rich Media

Opt-in EmailLead Gen/MA

Mobile Apps SMS Microsites

Press Room/Newsroom/PR Web

User/Social PoweredSearch

SEM/PPC

Organic

Video(You Tube)

Reviews Blogs

Social Channels

Viral email

Remember:Build in measurement!

Book Marking

6

LocalSEO

Why it works

Developing Your Strategy

Develop Your Strategy

Define Objectives

& Goals

Study Your Data

Develop a Plan

Engage

Measure Success

Identify Your Objective(s)

• What do you want to accomplish with your digital marketing strategy • Leads?• Increase traffic? • Generate awareness?• Increase donations?

Define Objectives

& Goals

Set Your Goals

• Define specific metrics you want to increase• Visit by 4%

• Form completions by 8%

• Number of phone calls

• Increase conversions by 12%

• Social engagement by 5%

• Boost Donations 10% annually

• Enroll 20 new volunteers

Define Objectives

& Goals

Content Inventory – Website Content

• What content do you have on hand? What’s missing?

Page ID

1.0

1.1

2.0

Page Title

About Our Company

Case Studies

Meet Our Executives

URL

companyabc.com

companyabc.com/case-studies

companyabc.com/our-executives

Intended Audience/Market

All clients

Manufacturers

Potential clients

Content Type

General Page

Case Study

Short biographies

Notes

Basic information about our company

Case studies -general

Links/CTA

Contact Us

Download White paper

Contact Us

Study Your Data

Examine Current SEO Data

• Review SEO properties in Titan• Conduct back link analysis • Study keyword rankings • Use keyword planner for research

Study Your Data

Export SEO Data from TitanStudy Your

Data

Back Link Analysis - External Content

• Which sites are linking to yours?

Study Your Data

Keyword Rankings

• Which keywords do you rank for? Which keywords do you want to rank for that you aren’t?

Study Your Data

Keyword Research

• What are people looking for within your space?

Study Your Data

Study the Competition – Analytics DataStudy Your

Data

Study the Competition – Social DataStudy Your

Data

Identify Your Targets: Persona Development Study Your Data

Set Up Google Analytics in Titan Study Your Data

Sample Digital Marketing Calendar Develop a Plan

Execution

Adding a Blog• Blogs are the most basic type of content, but can drive real traffic

Engage

Tagging Your Content

• Use tags to narrow down blog categories

• Consider tagging content by • Topic

• Author

• Date

Engage

Content / Blog Best Practices Engage

Client Spotlight:United Way of Milwaukee & Waukesha County

Relaunched site with more dynamic content

• Sessions: the 4.75% increase in traffic

• Average Session Duration: Increased greatly while content was streamlined, decreasing the number of pages but increasing the content on each page

• Bounce Rate: Significantly Lower!

• Social Traffic: Increased drastically. With the blog (and new Events section), there is more fresh content to promote on social media channels.

• Newsletter Signup: More signups coming in. Easy newsletter sign up added to the navigation bar so users can always engage.

SEO Optimization• Optimize all content for search

• Page Title = 55 characters or less• Meta Description = 140 character or less

• Include call to action in meta description

• Optimize all images for search using alt tags• Use primary keyword in URL• Roundtripping within Titan can help manage optimization

Engage

Client Spotlight:Busch Precision

• Launched July 2015• New visitors up 235.2%• New page views up 312.76%• Organic traffic increased by 1,905.26%• Social media up 6,500%• More than quadrupled the number of RFQs during

the first six months of the year.

On-Page SEO Optimization Engage

• Add on page tags in Titan settings• Use schema.org for guidance

Sample: On-Page SEO Optimization Engage

• Opportunity for higher rankings• More optimal user experience

Set up Smart Search in Titan Engage

Amplifying Content – Marketing Automation

• Use marketing automation to amplify content

Engage

Amplifying Content – Marketing Automation

• Use marketing automation to amplify content

• Add MA codes to Titan like Google Analytics code

Engage

Amplifying Content – Facebook

• Content that humanizes your organization

• Photos

• Videos

• Contests

• Spotlight clients

Engage

Amplifying Content – Twitter

• Thought leadership content

• Lots of hashtags

• Mention other users

• Connect to trending topics

Engage

Amplifying Content – LinkedIn

• Industry insights and news

• Case studies / solutions

• Spotlight clients

• Industry events

Engage

Amplifying Content – Instagram

• Photos of your organization and products

• Stories

• Real life shots of solutions in action

• Short videos

• Humanizing content

Engage

Measure Success

Measuring Web Traffic Measure Success

Measuring Traffic from Amplification Measure Success

Key Takeaways

Key Takeaways

1. A well designed digital marketing strategy is designed to boost engagement, increase awareness and generate/nurture leads.

2. Your website should be at the center of your digital marketing hub.

3. Conduct your research before getting started – study your data and your competitor’s data.

4. Execute across all digital channels.

5. Measure results & repeat!

Questions?

Tools• Moz: Leader in SEO you can use to find your site’s (and competitor’s site)

domain authority, backlinks, etc. Visit www.moz.com

• SEM Rush: Discover how your competitors are performing with organic and paid keywords. Visit www.semrush.com

• Google Analytics: Free tool from Google you can use to find out information about your site visitors. Visit www.google.com/analytics

• Google Keyword Planner: Free tool from Google, found within Google Adwords to research keywords and monthly volume. Visit http://adwords.google.com/KeywordPlanner

• Social Analytics: Most social channels analytics info including number of visits, engagement, etc. Find this data within each social channel.

• SimilarWeb: Free tool you can use to estimates the number of visitors a website receives. Visit www.similarweb.com

Connect with us.

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