and Analytics In-Depth Digital Marketing StrategiesEmail Marketing Tips Send follow-up survey...
Transcript of and Analytics In-Depth Digital Marketing StrategiesEmail Marketing Tips Send follow-up survey...
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In-Depth Digital Marketing Strategies and Analytics
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#AIAMNCONV@cohlabllc@DeadBigRedDog
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● Computer science graduate (Summa Cum Laude)
● 13 years of enterprise programming● Google certified● Author - SEO Website Design● U.S. Marine Corps veteran● Co-founder/CEO Cohlab
Cliff Robbins
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● Cohlaborative Digital Marketing Firm○ Bringing your products/services to your customers
fingertips (responsive website design/mobile)○ Bringing more potential clients to you (inbound
marketing)○ Getting you found on Google (search engine
optimization)○ Growing your audience (via email marketing)○ Maximizing your dollars for high-producing
AdWords
Who Is Cohlab?
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Overview● Inbound Marketing Defined● Digital Foundation● Gaining Momentum
○ Content Marketing○ SEO
● Staying Engaged○ Social Media○ Email Marketing
● Understanding Google Analytics
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What is Inbound Marketing?
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● Marketing activities that bring visitors in rather than marketers having to go out to get prospects' attention.
#AIAMNCONV@cohlabllc@DeadBigRedDog
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Building Your Foundation
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Perception
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Perception
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Digital Foundation● Mobile - April 21st
● Architecture● Content strategy● Typography● Brand guidelines
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Mobile ● 75% of Americans take their phone to the bathroom
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#AIAMNCONV@cohlabllc@DeadBigRedDog
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Mobile ● Globally, more people own smartphones than
toothbrushes
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Gaining Momentum● Content Marketing● SEO
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Content Marketing
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● Google UTM Tool○ Link to Tool
● cohlab.com/?
utm_source=google&utm_medium=cpc&utm_te
rm=content%
20marketing&utm_content=blog&utm_campaign
=AIA%20Conference
● Google Analytics
Tracking
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● Blogs● Stories● Whitepapers● Infographics● Case Studies● Videos● Landing Pages● Articles
Types of Content
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● Offsite/Onsite● Consistency● Timing● Reusable
Content Strategy
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● Onsite○ Blog○ Whitepaper○ Casestudy○ Infographic
● Offsite○ LinkedIn○ Twitter○ HARO
Offsite/Onsite
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● Aggressive○ Daily Blog Posts○ Monthly Case Studies & Whitepapers○ Daily HARO Updates○ 10 Tweets per day○ LinkedIn - 3 Posts & 4 Updates per week
● Intermediate○ Weekly Blog Posts○ Quarterly Case Studies & Whitepapers○ 5 Tweets per day○ LinkedIn - 1 Post & 2 Updates per week
Consistency
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● Blog○ Sunday/Wednesday/Thursday
● Twitter○ 8/10/11/12/13/14/15/16/20
● LinkedIn○ Sunday/Wednesday/Thursday
● Case Studies/Whitepapers○ Mid-Week not the first days of the week
Timing
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● 1 Article○ Twitter - Image & Link○ LinkedIn - Post & Update
■ Link to Article○ Blog
■ Link to Article○ Newsletter
Reusable
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● Consistency● Reusibility● Tracking (Google UTM Tool)
Tools● Google Trends● Editorial Calendar (Cohlab.Digital)● Buffer● Plagiarism Checker
Content Marketing Tips
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What is SEO?
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SEO Factors
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Client Example
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SEO● Content, content, content● Quality backlinks
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Content
● Blogs● Targeted content● > 300 words● Page titles & page descriptions
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Backlinks● Industry links● Associations● Organizations● Link back● YouTube
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YouTube
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SEO Tips
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● SEO (search engine optimization)● Title tags● Meta descriptions
Tools● Yoast● GTMetrix● Google Trends● keywordtool.io● SEOQuake
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Staying Engaged● Social media● Email
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Social Media● Platforms● Strategy● Management● Tools
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Platforms
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Strategy
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● Sharing● Images
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Share the Love
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● Distribute Content○ C-Level○ Presidents○ Vice Presidents○ Weekly Updates & Posts
● Share Across Social Platforms○ Send out canned message○ Daily or Weekly
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Images
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● 60% - 75% More Interaction● Pablo by Buffer
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Management● Who● What● How● When
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Link to Online CalendarsLink to Buffer
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Tips● Share the Love● Images● Management
● HootSuite● TweetDeck● Sprout Social● CrowdBooster● Buffer
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Email Marketing● Definition● Strategy● Management
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How do I get started?● Email list● List management● Email ideas● Consistency
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Email Strategies● Send follow-up survey● Monthly newsletter(s)● Drip campaigns● Email Retargeting
#AIAMNCONV@cohlabllc@DeadBigRedDog
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Follow-up Survey● Anonymous 7 Questions
Cohlab was on time & prepared for the meeting.Cohlab listened to my business needs and adequately responded to my questions from a user perspectiveCohlab effectively understood our project objectives and requirements.Cohlab adequately explained their services, capabilities, and processes.Spending time with Cohlab was an effective use of my time.I see benefits in partnering with Cohlab for my consulting, design and marketing needs.Please give us one suggestion on how we can improve our time together in the future.
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Monthly Newsletter● Segment Users
○ Current Customers○ Potential Customers
■ By Product Type● Reuse Content Based on Segmentation● Provide “Did you know” Section
#AIAMNCONV@cohlabllc@DeadBigRedDog
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Drip Campaigns● Series of Follow-up Emails
○ Can also use other types of communication■ Text■ Post Card■ Phone Call
● 7 - 15 Emails○ Spread out by 1 - 3 days
● Marketing Automation Tool
#AIAMNCONV@cohlabllc@DeadBigRedDog
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Email Retargeting● Advanced Marketing Automation● Fire Emails Based Off of Website Visits
#AIAMNCONV@cohlabllc@DeadBigRedDog
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Compliance - CAN-SPAM Act 2003
● $16,000 fine for each email
#AIAMNCONV@cohlabllc@DeadBigRedDog
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Management● MailChimp● Constant Contact● Hubspot● Infusion Soft● Zoho
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Email Marketing Tips● Send follow-up survey● Monthly newsletter(s)● Drip campaigns● Email Retargeting● Marketing Automation
Tools● MailChimp● Constant Contact
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Google Analytics● https://www.google.com/analytics/
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Metrics to Watch● Sessions● Users● Pageviews● Page/Session● Bounce Rate
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Top Channels
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Source/Medium
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Social Referral
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Campaigns
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Behavior - Overview
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All Pages
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All Pages - Filter & Medium
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Landing Pages
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EventsEvents are user interactions with content that can be tracked independently from a web page or a screen load. Downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays are all examples of actions you might want to track as Events.
ga('send', 'event', 'Videos', 'play', 'Fall Campaign');
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Social InteractionsSimilar to events, you can also track when someone clicks on one of your social icons on the website.
ga('send', 'social', 'Facebook', 'like', 'http://cohlab.com');ga('send', 'social', 'Twitter', 'tweet', 'http://cohlab.com');
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In-Page Analytics
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eCommerceYou can also track purchases made on the site.
Transactional
ga('require', 'ecommerce'); ga('ecommerce:addTransaction','id':'#','affiliation':'Name','revenue':'Total');ga('ecommerce:send');
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eCommerce Conversions
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GoalsGoals allow you to track specific interactions within your website.● Revenue● Acquisition● Inquiry● Engagement● Custom
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Goals - Cont● Admin/View/Goals
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Goals - Cont● Admin/View/Goals
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Goals - Cont
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View Attributes● Filters● Annotations● Segments● Custom Alerts● Scheduled Emails
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Overview● Inbound Marketing Defined● Digital Foundation● Gaining Momentum
○ Content Marketing○ SEO
● Staying Engaged○ Social Media○ Email Marketing
● Understanding Google Analytics
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Cohlaborative Digital Marketing ● Bringing your products/services to your
customers fingertips (Responsive Website Design/Mobile)
● Bringing more potential clients to you (Inbound Marketing)
● Getting you found on Google (search engine optimization)
● Growing your audience (via email marketing)● Maximizing your dollars for high producing
AdWords
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Thank You!
cohlab.com(320) 403-2433
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