1. Digital Marketing Intro
Jake Aull, ZenFires.com Web Marketing
April 2012
email | 404.259.5550 | zenfires.com | @jakeaull

2. Intro…
• T.O.C.
– Communications & Theory
– Writing Mechanics
– Web Marketing & SEO Objectives
– SEO Strategy & Plan
– SEO Stages of Execution
– SEO Details – Breakdown of Stages
– Review

3. Web Marketing & SEO Objectives

4. Objectivies
- SEO Objectives & PPC
- Page rank
- Top/first page results goals
- PPC and first-page real estate
- Social Media Objectives
- Engage with customers
- Integrated marketing
- Hub & Spoke

5. Marketing from the Hub

7. Communications Models & Theory

8. Communications Models
• Broadcast (eyeballs; passive) vs two way
collaborative communication (engagement;
active)
• Talk to me vs. talk with me
• People want collaboration

9. Communications Models
• Writing for SEO
- Writing for search engines vs. writing for
readers
- Latent Semantic Content
– Contextual content
• IMC (integrated mktg)
– Email
– Social media
– Advertising
– Local web listings
– Traditional channels

10. Bad Examples

11. Bad Examples

12. Reviews – Yelp

13. Reviews – Google Places (Maps)

14. Social Media “Listening,” or monitoring

15. Writing Mechanics

16. Writing & Keywords
• Web page titles and relevant copy (latent semantic
content)
– You can search for your blog phrase in search engine…
• Web writing with keywords
– Writing for audience or writing for search engines?
– Tone and positiveness
• The traditional marketing funnel (value chain)
(eyeballs>>awareness>>consideration>>preference>>action>>loyalty>>buyers;
from Groundswell)
• Clickstream and customer journey
• Keyword funnels

17. Social Media Dashboards
(HootSuite)

18. Twitter/HootSuite
• Hash tags
– #FF, #MM, d, RT, etc.
– Hash tags as keywords
• Use SEO keywords in Tweets and profile
descriptions
• URL shorteners and ht.ly

19. Strategy & Plans

20. Keyword Discovery & Content Strategy
• PROBLEMS TO SOLVE:
• BENEFITS:
– Why should customers visit our site or buy our product?
• WHAT IS THE BRAND PERSONALITY WE WANT TO
PROJECT?
– Tone of copy:
• MARKETING/DIGITAL STRATEGY:
– Existing:
– Proposed:
• POSITIONING STATEMENT OR USP:

21. Customer Targeting and Journey
• TARGET AUDIENCE:
– CURRENT TARGET CUSTOMER BELIEF
– CURRENT TARGET CUSTOMER CLICKING/BUYING BEHAVIOR
– DESIRED FUTURE CUSTOMER BELIEF
– DESIRED FUTURE CUSTOMER CLICKING/BUYING BEHAVIOR
• WHY SHOULD CUSTOMER BEHAVE THIS WAY?
• TARGET CUSTOMER INSIGHT:
• KEYWORDS:
– Previous website & competitor keywords
– Client list
– Post-analysis recommendations

23. CALENDAR - TACTICS
(LIST SPECIFIC CHANNELS/SITES):
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J3)%($,! ! ! ! ! ! ! ! ! !
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E'-7),-0'+39%6K-$39%! ! ! ! ! ! ! ! ! !
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!

24. Additional Tactics Considered for Integration
• Advertising:
• Website integration:
• Offline media:
• Additional/ongoing monitoring/tools:
• Additional Notes and Objectives:
• RATIONALE/REASONS WHY:

25. Digital Research & Monitoring Plan
• Situation - e.g., online brand buzz has
increased in recent months
• Problem - e.g., brand is unaware of its
online reputation
• Measurement Objectives - e.g., identify
quantity and ratio of existing online "brand
fanatics" vs. haters
• Measurement Questions - e.g., what tags
(such as "love this brand") and channels
best fit our problem and objectives?
7/12/2011
25

26. Digital Research & Monitoring Plan
• Hypothesis - e.g., the brand has more social
media promoters than detractors
• Action Standard - e.g., more than 30% brand
fans than detractors in Twitter
• Measurement Method & Tool - e.g.,
TweetStats, GoogleAnalytics
7/12/2011
26

27. SEO Details – Breakdowns of Stages

28. The Stages of SEO
• Strategy & Discovery
– Keyword Analysis & discovery
– Marketing strategic alignment
– SEO plan
– Keyword/copywriting plan
• Implementation & Programming
– Coding keywords & tags
– Robot.txt file
– Search engine integrations
– Analytics integrations & auto-reporting
– Geo-local integrations
– Google Images, video, etc.

29. Off-Site Link Building & Brand-Owned
• Link Building:
– Quality and relevance over quantity
– Press release/white paper placement
– Social bookmarking (Del.icio.us)
– Submission to share sites (e.g., Digg, Technorati)
– Search engine local directories/site submissions
(e.g., Yahoo! Local, InsiderPages, Yelp, etc.)
• Brand-side SEO simplified
– Copywriters who know your industry best
– Keyword evaluation
– Monitoring
– Sharing/link building

30. Inbound & Social Links for SEO
• Inbound web links (a.k.a. backlinks and
referrals) are vital. Here's why:
– They boost search engine rankings (both for the target
website and themselves).
– They increase paths to the target - more ways and
places for visitors to find the site.
– They create alternative entry paths for crawlers to
specific web pages (even when the target site is not
optimized for search engines).

31. SEO Lead-Gen Funnel Analytics

32. Bringing It All Together
A Web Marketing Strategic Approach

33. Web Marketing Starting Points
1). Formulate product/service business ideas and
create a keywords list (start broad).
2). Test keywords in SEO and keyword analysis
tools for top keywords in demand.
3). Research competitive sites from same tools and
search results.

34. Keyword Testing

35. Keyword Comparison

36. Promotions & Channels
4). Create promotions.
4a.) Buy email list.
4b.) Target and test emails.
4c.) PPC advertising
4d.) Set up social media channels and profiles.
4e.) Find existing communities on your niche.
4f.) Help and answer questions there; your
profile pulls viewers to your sites.
4g.) SEO (keyword build) your sites.
4h.) Submit your sites to social search
engines & share sites (Digg, Reditt, Del.icio.us).
4i.) Set up web landing pages & drive traffic.

37. Review

38. Review of Topics
• Why does social media change communications
models?
• How to approach writing in social media…
• Why is it important to identify and align
marketing and SEO objectives?
• How to form SEO Strategy & Plan
• What are the major stages of SEO execution?

39. Summary
The lesson of the 21st century is that people want
to be involved and contributing; they want to be
“prosumers.” We see it in communications models,
product sourcing/R&D, we see it in the success of
the social media boom.

40. Digital Marketing Intro
Jake Aull, ZenFires.com Web Marketing
April 2012
email | 404.259.5550 | zenfires.com | @jakeaull