Digital Marketing Workshop covering search engine optimization, pay-per-click advertising, social media, reputation management and content marketing.

2. DIGITAL
MARKETIN
G

3. #peoplesdigitalmarketing
Hashtag

4. Eric Schmidt
Google

5. Google now processes more than
40,000 searches EVERY second -
3.5 billion searches per day!

6. More video is uploaded to
YouTube in one month than
the 3 major US networks
created in 60 years.

8. • 98,000 Facebook friend requests are accepted
• Snapchat users share 527,760 photos
• More than 120 professionals join LinkedIn
• Users watch 4,146,600 YouTube videos
• 456,000 tweets are sent on Twitter
• Instagram users post 46,740 photos

9. There is more computing power used to do a
single Google search than all existing NASA
computers used to land on the moon in 1969.

10. There are 7 connected devices for every person on
earth. Each device can create and filter noise.
We've gone from being exposed to about 500 ads a
day back in the 1970's to as many as 5,000 a day today.

13. Google’s Mission:
Serve the right content to the right
person at the right time.
High ranking is a vote of confidence!

14. Handles 64.4% of all Searches
Google works for the individual performing a search.
Their job is to deliver the most relevant websites
(best answer) to a searcher’s query.

15. When another website links to one of your
pages, it's a vote of confidence. It's an
indication of relevance, and Google notices.

28. Search engine optimization (SEO)
is the process of affecting the visibility of a
website or a web page in a search engine's
unpaid results—often referred to as
"natural," "organic," or "earned" results.

29. Understanding who our target
audience is and where they spend their
time, you can build an organic
presence by focusing on content that
speaks to their needs and wants.

30. Meta Tags explain to search engines and
(sometimes) searchers themselves what
your page is about. Meta Tags are inserted
into every page of your website code.

31. Focus on singular
keyword
Focus on long tail
keywords, keyword
intent and
searcher’s needs
OLD SEO NEW SEO

32. Semantic search seeks to improve search accuracy
by understanding searcher intent and the
contextual meaning of terms as they appear in a
search to generate more relevant results.
Google had changed its famous algorithm to focus
on the understanding phase of the searches.

34. Zero-click searches refer to a search result
that answers the query right on the search
engine results page (SERP) so the user
doesn't need to click to a website to
complete the search

35. Code placed in website pages to help Search
Engines return more informative results.
TYPES
Creative work
Event
Organization
Person
Place
Product

36. The line between writing good SEO copy
for search engines and engaging copy for
humans has all but disappeared.

37. The days of keyword stuffing, or
writing meaningless content that
would only impress search engines,
are thankfully a distant memory.

38. • On-The-Page search ranking factors are those that are
almost entirely within your control.
• What type of content do you publish? Are you providing
important clues that help search engines (and users)
determine relevancy?
• Does your site architecture help or hinder search engines?

39. • Very targeted search phrase containing 3 or
more words.
• Comprise over 70% of all search traffic.
• Generate better quality traffic because they
are more specific and less competitive.

40. Keyword: Insurance
Long Tail Keywords:
Group Health Insurance for Small Business

41. • Each page of your website should focus
on one set of long tail keywords.
• Try to use long tail keywords in your
page headers.

42. Research keyword performance, historical
statistics and create keyword lists.
www.adwords.google.com/KeywordPlanner

45. Link building is the process of acquiring
hyperlinks from other websites to your own.
When someone links to your website, they are
effectively saying it is a good resource.

46. 1. To discover new web pages
2. To help determine how well a page should rank in results

48. • Online advertising that allows advertisers
to target specific sets of keywords or
audiences in order to drive traffic to a
website or phone number.
• Pay per click literally means advertisers are
charged when a search participant clicks
on an ad.
48

49. 49
• Reach - Access to 80% of Internet users worldwide
• Cost - Low cost for high ROI. Only charged when
consumers click on your ad
• Timing - Ads are seen by users looking to
purchase. Reach your audience at the right time,
with the right message
• Flexibility - Gives you the ability to start
advertising quickly. Target ads to the specific
location(s) of your target consumers

51. Google My Business is a free and easy-to-use tool
for businesses and organizations to manage their
online presence across Google, including Search
and Maps. By verifying and editing your business
information, you can both help customers find you
and tell them the story of your business.

52. Manage the information that Google users see when they search
for your business, or the products and services that you offer.
Interact with customers - Read and respond to reviews from your
customers, and post photos that show off what you do.
Understand and expand your presence - See insights on how
customers searched for your business, and where those
customers are coming from.

53. Increased visibility in search
Better shopping experience for buyers
More traffic to your website, social
channels, and front door

54. Businesses that add photos to their listings
receive 42% more requests for driving directions
on Google Maps and 35% more clicks through to
their websites than businesses that don’t.

55. Knowledge panels contain information about
businesses or people.
Panels appear on the right in the desktop
search results. It contains information about the
company, for instance when the company was
founded and where the company is situated. A
panel also contains pictures.

56. Having a consistent
Name/Address/Phone Number (NAP)
is quite important, because Google
places a lot of weight on having that
information accurate and correct.

58. Landing pages, or “lead-capture pages,”
are used to convert visitors into leads by
completing a transaction or by collecting contact
information from them via a
Call-To-Action.

59. • A strong Call-To-Action
• A brief description of the offer that clearly
emphasizes its value.
• At least one supporting image.
• Supporting elements such as testimonials.
• Form to capture visitors' information.

63. Positive reviews send signals to Google
that the business is trustworthy and
provides a good experience for customers.

64. Google uses an algorithmic solution
designed to de-rank sites that offer
poor customer experience.

65. 74% of businesses have at least one review.
88 percent of buyers research products online
before making a purchase.
86 percent will hesitate to purchase from a
business that has negative reviews.

66. Transparency is a continuous process of
learning and improving, turning negative
feedback into constructive conversations
that build trust and win loyal customers.

67. Respond quickly.
Offer to make it right.
Be authentic - conversational and honest.
Take the high road.
Be sympathetic.
Think of future customers.
Contact the customer offline.

68. Drives traffic to your web site
Improves SEO with keyword rich content
Gain better understanding of clients’
perceptions of your business
Increased awareness of your business

70. Avoid promotional messages.
Focus on meaningful content and a
strong brand personality through your
social channels.

71. Monitor specific keywords, phrases
and hashtags.
Through more efficient social media
targeting, you reach your core audience
much faster.

72. Social media ROI is the sum of
all social media actions that
create value (brand awareness,
revenue, customer satisfaction).

73. When people perform actions on your Page.
They may like a post, click on a link or
comment on an image.
Engagement is a blanket metric that doesn't
describe how many users end up purchasing.

74. Does your brand promote user-
generated content?
Do your followers react positively
without any initiation?

75. What are your competitors doing
that is working?
What strategies are they using to
drive engagement or sales?

84. 71% of all US Internet users are on Facebook
74% of marketers believe it’s important
for lead generation strategy
Users share 2.5 Billion pieces of content every day

85. All the links and posts on your Facebook
page are indexed by search engines.

86. #2 Search engine on the web making it
a great resource for traffic and leads.
500 Years of YouTube videos are
watched on Facebook everyday.

87. Social Media Networks, websites
and blogs integrate YouTube
embeds into their platform
framework, allowing users to watch
videos directly from their feeds.

88. 60 % of Twitter users access it via mobile device
Fastest growing age demographic is 55 to 64 years
old, registering a 79% increase in active users
On average, over 400 million tweets sent daily

89. Businesses Use Twitter to Converse
with Prospects, Provide Customer
Service and Drive Website Traffic.

91. 43% of US marketers have found a customer
through LinkedIn
3 Million companies have company pages
50% of users have a Bachelor’s or Graduate degree

92. More than 16 billion photos uploaded to site
MTV is the most followed brand on Instagram
Receives 1,000 comments per second
5 Million photos uploaded everyday

93. More than 69% of users are female
80% of total pins are repins of existing content
Lauren Conrad is most popular brand on Pinterest
Food is the top category, garlic cheesy bread
is the most repinned topic

94. 1. Listen relentlessly.
2. Reply immediately.
3. Have a human voice.

97. Content on social media should educate
and engage your audience.

99. Hashtags help identify a common topic or theme.
Hashtags have become a critical way to
communicate and link information
on Social Networks.

100. Hashtags make your information searchable
by anyone.
Your post appears in the stream of
the hashtag you used.
Build an audience & community.

101. Identify where your posts or subject fits in.
Chances are there is already a hashtag being
used for your area of communication.
Find someone who is already active in your field,
and then see what hashtags they are using.
If you see one you like, click on it,
all posts with that given hashtag will appear.
will appear.

102. Number of engaged users.
How often is your post shared?
How many submitted an online form.
How many clicked on link to your site.

103. Influence is the ability to drive action.
When you share something on social
media or in real life and people
respond, that's influence.

104. Content Curation is the art of continually
finding, grouping, organizing, and sharing
the best and most relevant content with
your brand's audience.

105. Content Curation is about showing thought leadership.
Good content creation tools help you save time and
increase productivity.
They streamline the process of:
• Coming up with content ideas on a consistent basis
• Organizing and executing content promotion
• Identifying link prospects
• Tracking your results

107. Drive traffic to your website
Increase your SEO/ SERP
Position your brand as an industry leader
Develop better customer relationships

108. Integrating long-tail keywords in your blog posts
can help you maximize your organic search
rankings and organic traffic.
Long-tail keywords generate 70% of search
volume traffic.

111. Offers $20 per month for up to
500 subscribers and unlimited
emails sent per month.
Offers forever free plan for up to
2,000 subscribers and 12,000
emails sent per month.

115. Open Rate
The percentage who open an email.
Response Rate
The percentage who respond to an email.
Conversion Rate
The percentage who subsequently buy.

116. Sending without permission
Purchasing email lists
Sending to a stale list
Not understanding spam filters
Sending without testing
Not linking to a Landing Page

118. • Used by 1.0% of all the websites
• Basic website builder for free
• Simple drag and drop interface
• 500+ pre-made templates
• Nearly 200+ apps available
• Offers e-Commerce with paid
plans
• Used by 32.5% of all websites
• Software is available for free
• Visual editor to write content
• 1,000s of free and paid themes
• 55,000+ free plugins available
• Powers over 42% of all
e-Commerce sites