Your Web Marketing tool kit is continuously expanding (and changing!) as online tools evolve. What should you expect out of Facebook advertising vs. YouTube vs. LinkedIn? Do you need a mobile app? Should you spend resources on new social networks like Vine, Pinterest, and Google+? In this pre-conference intensive workshop, Katrina Kokoska and Caitlin Kaluza from Schipul – The Web Marketing Company will cover the foundational elements of web marketing strategy, and targeting your web marketing efforts to make the most impact on your goals. We’ll also talk trends in web marketing, including geotargeting and the rise of mobile. The session will start with your website as the home base of your web marketing efforts – and then explore several of the options you have in your web marketing tool kit, including: content strategy, Social Media Marketing, online photo/video content, Search Engine Optimization, Google Adwords PPC Advertising, advertising on social media sites, email marketing, and mobile options. We will break down the strengths of each tactic, tips to get started, and tools for measuring your success.

1. YOUR WEB
MARKETING TOOLKIT
Katrina Kokoska | @kkokoska
Caitlin Kaluza | @qcait
schipul.com
blog.schipul.com
@schipul

2. WHO ARE WE?
KATRINA KOKOSKA
Professional Services Manager
@kkokoska
CAITLIN KALUZA
Marketing Manager
@qcait | qcait.com

4. 1. Defining Goals
2. Web Marketing Hierarchy
3. Measuring Success
4. Evaluating New Tools
5. Streamlining
Implementation
LET’S TALK...
Photo Credit: flickr.com/photos/duncanh1/9047426263/

5. SETTING GOALS

6. STEP 1: PUT YOURSELF IN THEIR
SHOES
1. Demographics
2. Their Pain Points
3. Behavior - Where
do they hang out?
4. When?
Photo Credit: flickr.com/photos/luchilu/633923159

7. Start with Standards - Then
Test for Yourself
Source: blog.getresponse.com/best-time-to-send-email-infographic.html

8. STEP 2: DEFINE A CONVERSION
1. How will you define
success?
2. How can you measure it?
3. Are you set up to track it?

9. EXAMPLE CONVERSIONS

10. STEP 3: SET EXPECTATIONS
•This Takes Time
•Marketing is Never “Over”
•Your Website... It’s Alive!
Photo credit: flickr.com/photos/bagaball/6957682511

11. STEP 4: WHERE
IN THE BUYING
CYCLE ARE
THEY?
smartinsights.com/wp-content/uploads/
2012/02/inbound-marketing-funnel.jpg

13. YOUR WEBSITE
aka The Mothership
Photo Credit: flickr.com/photos/68428932@N00/4690601431/

14. WEBSITE MARKETING
FUNDAMENTALS
A Checklist

15. houston-offshore.com
1. USE A STRONG
HEADLINE

16. keggscandies.com
2. YOUR PRODUCT
OR SERVICE IS THE
HERO

17. dropbox.com
3. CLEAR CALLS
TO ACTION

18. Resource:
101 Examples
of Effective
Calls-to-Action
offers.hubspot.com/101-
examples-of-effective-
calls-to-action

19. ymcahouston.org
4. BRANDING
CONSISTENCY

20. 5. THIRD-PARTY
VALIDATION
Testimonials, Partners, Credentials, etc.

21. texasspineandneurosurgerycenter.com
6. MAKE IT
EASY TO
CONTACT YOU

22. 7. MEASURE
YOUR SUCCESS

23. Things Your Website Should Do Well
1. Squint Test
2. What do you want
visitors to do?
3. Can they do it?
4. Navigate Easily
5. Tell Your Story
6. Mobile Baseline
7. Accessibility Basics depelchin.org

24. Website Nice-to-Haves
1. Content Management
2. Advanced Functionality
(login, donations, etc.)
3. Advanced Permissions
4. Advanced Conversion
Tracking
5. Dynamic Content
6. Mobile Optimized

25. Tools in Your Web Marketing Toolkit

26. Foundation

28. Getting Started with Analytics
1. Why Google
Analytics?
2. Embed Javascript
code on each page
3. Set up Goals

29. Definitions
1. Visits # of instances of a visit
2. Pageviews Total views of all pages
3. Bounce Rate People who landed on one page &
left without clicking anywhere
4. New Visits Based on a cookie in your browser

30. Top Reports to Focus On
1. Traffic Patterns
2. Traffic Sources
3. Top Keywords
4. Content/Navigation Paths
5. Mobile
6. Geography

31. Traffic Patterns
• Look at Month/Month
and Year/Year
• Online should mirror
what happens Offline

32. Traffic Sources
Benchmark: 60-75%
Search Engine Traffic
Who Links to You

33. Top Keywords
• Exclude your brand name
for “nonbranded” words
• Look at traffic and
conversions

34. Content/Navigation Paths
• Top Content
tends to not
change much
• Look at
Navigation
Paths from your
homepage
particularly

35. Mobile

36. Geography
• Is it what you
expected?
• Where is there
opportunity?

37. Set Up Goals
• i.e. Fill Out Contact
Form
• Admin > Goals >
Add confirmation
page URL
• View Conversion
Rates for any report

38. Resources for Learning More
1. Google Support -
support.google.com/analytics
2. Google Analytics Blog -
analytics.blogspot.com
3. Lynda.com - Google Analytics
Essential Training

39. More Tracking Tools
Tip: Add + on the end of
any bit.ly URL to see stats

40. Even More! Monitoring Tools
socialmention.comgoogle.com/alerts

41. FOUNDATION PART 2

42. Search Engine Optimization
Photo Credit flickr.com/photos/josefstuefer/9500503

43. How a Search Engine Works

45. Search Engines are Deaf and Blind

48. Search Engine Relationships
bruceclay.com/serc.htm

49. What do Search Engines Look for?
bruceclay.com/seo-hierarchy-of-needs.htm
• Readable Text
• Fresh, unique content
• Good site architecture
• Unique meta info
• Relevant inbound links

50. SEO =
Write great content
+
Use targeted keywords where
they make sense

51. Content
is King
Photo Credit: flickr.com/photos/ekilby/5611541203/

52. MOBILE

53. Mobile Stats
13% of web traffic is mobile
50% of local searches are mobile
57% of users say they won’t
recommend a business with a poor
performing mobile site
Google rewards mobile-optimized
content in search results

54. Mobile Stats

55. Mobile Stats

56. Mobile Stats

57. MOBILE OPTIONS
Separate Site/Pages Responsive Designvs.
m.site.com site.com

58. Separate Site/Pages Responsive Designvs.
Pros:
• Easier to add to existing
website
• Cost
• Full content
customization
Cons:
• Scalability
• Content lives in multiple
places
• Device based
Pros:
• Scalable
• SEO Friendly (Google
Recommends)
• Content Lives in One Place
• Best Practice
Cons:
• Cost
• All Content Must be Flexible

59. WHAT ABOUT MOBILE APPS?
• Consider the
Use Case
• Remember:
Apps are
Device-Specific

60. FOUNDATION PART 2

61. EMAIL

62. WHY ARE YOU DOING THIS?
•Who is/are your audience(s)?
•Where in the buying cycle are they?
•What do you want them to do?
•Sign up for classes?
•Pay online
•Request brochure?
•Can you track your success?

63. CHOOSING A
PROVIDER
•Fully-managed, SaaS or In-house
•Price
•Reporting
•Reputation
•(Commitment and Templating)

64. CREATING YOUR LIST
DO:
Collect subscribers online
and offline
Segment lists
Build trust
Tell them what they’ll get
Never stop growing your list
DON’T:
Buy Lists
Precheck the box
Add folks to more lists
than they agreed to
Send to an anyone you’ve
not sent anything to in at
least 2 years
Anything else shady

65. ANATOMY OF
AN EMAIL
• List: Keep it clean/relevant
• Subject line: Shorter, concise
• Message
• Branded
• All roads lead to CTA
• Redundancy
• Landing Page: Laser-focused

66. Let’s Talk Paid Advertising

67. Let’s Talk Advertising
“Make it simple, but significant“ - Don Draper

68. Search Network

69. Display Network

70. Text Ads
Image Ads
Video Ads

71. Search Network
Be there when
they’re searching
for you
2%-4% CTR
1. Bid on Keywords
2. Quality Score x Bid
determine placement
3. Pay for Clicks Only
4. Target by Geography &
Device

72. Display Network
Branding Impressions to
a Targeted Audience
0.1% CTR
1. Bid on Keywords
Your ads show next to content
containing those Keywords
2. Can define specific
placements and topics
3. Pay for Clicks Only
4. Target by Geography,
Device, Demographics
5. Sites include:
Gmail, Apps, Mashable.com,
Buzzfeed.com, Cracked.com, The
Weather Channel, etc.

73. THE LONG TAIL OF MARKETING

74. KEYWORD RESEARCH ACTIVITY
GOOGLE
KEYWORD
TOOL

75. ADSENSE
1. Show ads on your
site as part of the
Google Display
Network
2. How it works
3. Earn revenue

76. 1. 16% Market Share
2. Less Competition
Tends to be Cheaper
3. Long Tail Tends to work
4. Demographics Skew Older
(Default Search Engine)

77. BREAK TIME!

78. Social Media!

79. “FREE” V. “PAID”
•Free - Doesn’t mean to free to use
•Paid - Pay/piece of content
• Pay per click
• Pay per impressions
• 1 + 1 = 3
Photo Credit: flickr.com/photos/amagill/3366720659

81. LET’S START
WITH THE
BIG DOGS
Stanley

82. OVERVIEW
• 1.11B MAU
• Accounts for 90% of time spent social networking
Components
• Page v. Profile
• Newsfeed is main form of content consumption
• Promotes engagement via Likes, Comments,
Hashtags and Shares
• Promotes Sponsored Stories, Boosted Posts
and Ads

83. PAGE
•Hub of your social media presence
•Home of your promotions
•Gateway to your website
•SEO

85. FACEBOOK: PAGE
•Users are 40-150 times more likely to
consume your content on their
newsfeed than from your page.
•40% of Facebook time is spent on
Newsfeed compared to 12% on
Pages.
•Newsfeed accounts for 4% of all time
spent online.

86. FACEBOOK: ANATOMY

87. EDGERANK
• EdgeRank is an algorithm used by Facebook to
determine where and what posts appear on each
individual’s newsfeed. - PostRocket
• Personal Interaction
• Your previous interactions with the author
• Your previous interactions with the post type
• Network Reaction
• Reaction from users who have seen the post
• Negative feedback

88. CONTENT
STRATEGY
• Listen First
• Remember your
Environment
• Consider how you use
Facebook
• Use rich, engaging,
easy-to-consume
media
• It’s not all about you -
80/20 rule

89. ADMIN PANEL/INSIGHTS

90. comScore

91. PAID ADS
•3 Types:
•Boost post
•Sponsored story
•Paid ad
•Average CTR is low (~0.05%)

92. PAID ADS

93. RESOURCES
•Facebook Marketing Bible
•Allfacebook.com
•Developers.facebook.com
•North Social and ShortStack

94. • 5x more likely to
share News

95. •About 200M users (Dec. 2012)
•Treats personal and brand profiles
the same
•Timeline is main form of content
consumption
•Promotes engagement via Mentions,
RTs and Hashtags

99. • Full-Service
• Promoted Accounts, Tweets and Trends
• Analytics
• Customer Service Rep
• Self-Service
• Promoted Accounts and Tweets
• Analytics
• Only pay for what works
PAID ADS

100. PAID ADS

101. •> 1B unique visitors each month
•100 hours of video are uploaded
every minute
•According to Nielsen, YouTube
reaches more US adults age 18-34
than any cable network
•Behind Google, YouTube is the world’s
second largest search engine

102. •You don’t need a Channel or have to
be on YouTube to watch a video
•Promotes engagement via
comments, likes, shares, playlists
and embeds
•Paid advertising available in
TrueView or InStream

105. •Be aware of video length/purpose
•Not everything has to be production
quality. Consider the content.
•Always optimize videos
•Create playlists (Google indexes
these)
CONTENT STRATEGY

106. •Standard In-Stream - :15 or :30
long “commercials”
•TrueView - Can be longer than :30
and viewers must choose to watch
PAID ADS

107. • > 200M Users
• > 2.5M Company Pages
• Promotes engagement via likes, comments,
shares, mentions, endorsements, recs
and groups/discussions
• Supports paid ads via Premium Display
ads, Sponsored inMail and Sponsored
Updates
Higher ed is the 3 largest industry utilizing
LinkedIn with > 1.95M users

109. CONTENT STRATEGY
• Personally
• News of new projects, skills, etc.
• Industry-relevant links, articles, case-studies
• Kudos
• Company
• Press-releases
• Internal updates
• Jobs
• Fun facts, tips, pointers

110. PAID ADS
Marketing Solution
• Display and social ads
• Dedicated account rep
• Guaranteed inventory
and delivery
• CPM
• Minimum spend is $25K/
3 months

111. PAID ADS
Self-Serve Ads
• Text ads w/ image
• CPM or CPC
• No minimum spend

112. PAID ADS

113. •135M MAU
•Has Business and Personal profiles
•Promotes engagement via +1, shares,
comments, hashtags and Hangouts
and Communities
•Does not offer paid advertising

115. 1. It is owned by Google
2. Google Places become Google Plus
Local Pages
3. Search Plus rolls out
WHY YOU SHOULD CARE

118. OTHER
NETWORKS
TO CONSIDER

119. FIND YOUR AUDIENCE
http://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/

120. • 56 million
WordPress
sites in the
world
• Women more
likely to blog

121. • 20 Billion posts
• 50 Million blogs
• Young Audience
(skews toward teens)
• Purchased by Yahoo
for $1 billion
• Content Curation vs.
Creation
IBM on Tumblr

122. • Visual
• 17% of all social
media driven
ecommerce
• Demographic:
College Educated
Women

123. • Lifestyle
• Curated Content -
80% are repins
• Crowd Source
• Inspire

124. Monitoring Tool: Pinalerts

125. • 12% of web users
• Demographics:
• Age 18 - 29
• Even Men/Women
• College-Educated
• Now with video!

126. THE POWER
OF PHOTOS

127. • 6 Second
“Animated GIF”
Style Videos
• Early Adopters
• Introduced by Twitter in February 2013

128. • “YouTube for
Presentations”
• Share webinars, public
speaking, documents
• Embed YouTube videos
• Business-Oriented
content

129. NICHE NETWORKS
• Passionate Community
• Be the Authority
• Street Cred

130. TIPS FOR EXPLORING NEW
NETWORKS
• Snag your name
• Listen first
• Monitor the Demographics
• Consider your previous commitments

131. Tools to Help with Implementation

132. SOCIAL MEDIA PLATFORMS

133. OTHER TOOLS
Social Media Policy Examples
socialmediagovernance.com/policies.php

134. TAG AGGREGATION
tagboard.com

135. CONTENT AGGREGATORS
flipboard.com

136. CREATING VISUAL CONTENT
madewithover.com
Resources for making infographics:
http://bit.ly/infographictips
http://bit.ly/infographictips2

137. WE’RE FINISHED!

138. QUESTIONS?
KATRINA KOKOSKA
Professional Services Manager
@kkokoska
CAITLIN KALUZA
Marketing Manager
@qcait | qcait.com