Short presentation on tracking and measuring digital marketing strategies.

1. digital marketing

2. One Common Goal
Measurement and
Improvement

3. ABOUT INFOTRUST
Integrated Digital Marketing
Digital Marketing, Social Recruitment & Education
Social Media
Digital Marketing and Social Media Education
Search Engine Optimization
PPC and AdWords
Social Media and Viral Marketing
Web Analytics
Blogs and WordPress Development
HR Branding www.infotrustllc.com
513-373-4216
info@infotrustllc.com

4. Agenda
Integrated Digital Marketing
1. Steps of digital marketing
2. Google Analytics
Digital Marketing and Social Media Education
3. Social media strategies and tactics
4. Case study
Social Media and Viral Marketing
www.infotrustllc.com
513-373-4216
info@infotrustllc.com

5. Quick Marketing Rollout
Integrated Digital Marketing
1. SEO and social media marketing is a long
term strategy.
Digital Marketing and Social Media Education
2. You need to start immediately bring people
to the website to know what they want, and
if youSocial Media them.
can convert and Viral Marketing
3. Optimize what you offer based on the results.
4. Use 5 T’s ofwww.infotrustllc.com
social media
513-373-4216
info@infotrustllc.com

6. Marketing Steps
Integrated Digital Optimization
On-Site Search Engine Marketing
Digital Marketing and AdWords
Google
Social Media Education
Testing and Optimizations (Not SEO)
Social Media and Viral Marketing
On-Site Search Engine Optimization
Social Media Marketing and Off-Site SEO
www.infotrustllc.com
513-373-4216
Email Marketing, PR, Social Media, Etc…
info@infotrustllc.com

7. Begin With Analytics
Integrated Digital Marketing
Page Views – good thing.
But may be your stuff is hard to find.
Digital Marketing and Social Media Education
Top Exit Pages – the last page they saw.
Time onSocial–Mediarelevant. Marketing
Site very and Viral
www.infotrustllc.com
513-373-4216
Data has to be ACTIONABLE.
info@infotrustllc.com

8. So, What Else Matter?
Integrated Digital Marketing
Behavior Analysis
– Click map
Digital Marketing and Social Media Education
– Internal search
Outcome Analysis
Social Media and Viral Marketing
– Purchases and size of order over time (e-commerce)
– Number and quality of leads (marketing site)
www.infotrustllc.com
513-373-4216
info@infotrustllc.com

9. Measuring NON-line Mktg
• Experience AnalysisDigital Marketing
Integrated
Redirects (Vanity URLs) – buymysubs.com
– A/B testing
buymysubs.com/WRFD – identify the source
– Surveys
Digital Marketing and Social Media Education
(Redirects have a specific tracking code tied to
Social Media and Viral Marketing
the original ad)
www.infotrustllc.com
513-373-4216
info@infotrustllc.com

10. Measuring NON-line Mktg
• Experience AnalysisDigital Marketing
Integrated
Redeemable Coupons (Costs you $)
– A/B testing
– Surveys
Digital Marketing and Social Media Education
Vanity URLs with a discount (memorable)
buymysubs.com/freesub Marketing
Social Media and Viral
(Collect the offline-to-online data)
www.infotrustllc.com
513-373-4216
info@infotrustllc.com

11. Measuring NON-line Mktg
• Experience AnalysisDigital Marketing
Integrated
Shared Tracking Codes (buymysubs.com/65)
– A/B testing
unique 800 number which translates into offer 65
– Surveys
Digital Marketing and Social Media Education
(Have good insights into how the same campaign
performs in terms ofand Viralpeople to the
Social Media driving Marketing
website, and which channel works better at
converting your audience.)
www.infotrustllc.com
513-373-4216
info@infotrustllc.com

12. Analyzing Internal Search
• Experience AnalysisDigital Marketing
Integrated
Search is commonly associated with external
– A/B testing
search.
– Multi-variate testing
Digital Marketing and Social Media Education
– Surveys
Surprisingly, very few non-eCommerce
companies pay close attention to internal
Social Media and Viral Marketing
search even when it is available on their site.
Look at searchwww.infotrustllc.com traffic
keywords and search
during campaign.
513-373-4216
info@infotrustllc.com

13. 5 Ts of Social Media
TALKERS – People who talk about you
TOPICS – Give people a reason to talk about you
TOOLS – Help the message spread faster
TAKING PART – Join the conversation
TRACKING – Measure and understand what
people are saying
www.infotrustllc.com
513-373-4216
info@infotrustllc.com

14. Social Media Strategy
1. Identify your outcome
2. Map your brand
3. Select your tools
4. Create your schedule
5. Identify stakeholders
6. Record and measure results
7. Establish a policy
8. Create an emergency plan

15. Integrating Social Media
Promote your social media presence via traditional
marketing channels.
Buymysubs.com/fb or buymysubs.com/facebook

16. Integrating Social Media
1. Monitor campaign chatter on Twitter.
2. Participate in conversations
3. Track mentions
4. Offer gifts for
participation

17. Integrating Social Media
Monitor your brand online

18. Integrating Social Media
Drive audience to your blog to find information,
and get their
questions answered.

19. Integrating Social Media
Invite people to take part in your community, this
way you form long-term relationships, rather
than focus on one time sale.
• Facebook Fans
• Twitter Followers
• Social Community Members
• YouTube Channel Subscribers
• Blog Readers

20. Case Study - Martel
1. Demonstrate quality
2. Interactive way to answer questions
3. Offer viral content
4. Share educational events

23. Is It All Worth My Time?
Integrated Digital Marketing
Digital Marketing and Social Media Education
Social Media and Viral Marketing
www.infotrustllc.com
513-373-4216
info@infotrustllc.com

24. What We Covered Today
1. Digital marketing campaign in steps
2. Using Google Analytics
3. Tips for using social media
4. Social media case study