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  • 1.Digital Marketers Toolkit

2. Francis SkipperVP of Digital Marketing617-259-1605francis@451marketing.comlinkedin.com/in/francisskipper@fskip www.451Marketing.com 3. Half of the money I spend onadvertising is wasted;the trouble is I dontknow which half.-John Wanamaker (1838-1922) 4. Search engine popularity has increased Worldwide, 1,722,071,000,000searches conducted on Google last year.(Yes, thats trillion)4,717,000,000 Per Day 5. 901 MillionActive Monthly Users 500 Million Twitter Users 6. Who is Visiting Your Online Properties? 7. How Are People Finding You Online? 8. How is Your Online Audience Segmented? 9. What Types of Content Engages Your Target Audience(s)? 10. clicksmedia mentionsviewsWhat You Measure ShoulddownloadsBe Based on Overall Sales,impressions Marketing, and Brand Goalspurchases sharesunique visitskeyword performance/effectiveness 11. Should You Adjust Your Online Marketing Strategy? 12. Agenda Search Marketing Tools Public Relations Tools Social Media Marketing Tools Q&Aaka Francis, How Do I Measure This? 13. Search Marketing Tools 14. www.google.com/analytics/ 15. www.google.com/analytics/ 16. User can control what data they view and customize reports 17. Real-time reporting 18. Track social campaigns 19. Track digital advertising 20. What Can You Measure?Traffic sources: direct, referral, search, campaignsPage visitsDownloadsMobile visitsTop referrersConversion rates and goal trackingGeo-trackingAdwords comparison (well get into this a little later) 21. Google Analytics is FREEGoogle Analytics Premium costs $(451 Marketing will be hosting a Google Analytics webinar in August stay tuned!). 22. www.google.com/AdWords 23. www.google.com/AdWordsCreate ads and choose keywords which are related to your business. 24. Pay only for resultsWith AdWords youre charged only if someoneclicks on your ad and lands on your website, notwhen your ad is displayed. In other words, youonly pay when your advertising works.Start with any budgetHow much you invest is up to you there are nominimum budget requirements and no minimumterms. 25. FYI: Standard Ad Pricing LingoCPM Cost Per Thousand ImpressionsCPC Cost Per ClickCPL Cost Per LeadCPA Cost Per Acquisition 26. www.google.com/insights/search/ 27. www.google.com/insights/search/Computes how many searches have been done for the terms youve enteredrelative to the total number of searches done on Google over time 28. www.google.com/insights/search/ Compare SEO keyphrase popularity Filter results by Web, News, Image orProduct searches Filter results by region, timeline,category View impactful content for thosekeyphrases View related searches View rising searches 29. www.google.com/insights/search/FREE 30. https://adwords.google.com/o/KeywordTool 31. Google Adwords Keyword Tool utility helps with discovering the phrasespeople enter while searching for what they want 32. https://adwords.google.com/o/KeywordTool FREE!Google Keyword Tool is helpful for beginners to learn keyword phrase research andits role in SEO before investing in premium SEO tools. 33. www.wordtracker.com 34. www.wordtracker.comSave time - get thousands of keywords instantlyAttract more website traffic - create Google-friendly content 35. www.wordtracker.comFind long tail keywords that are relevant, steal your competitorskeywords which helps you piggyback on their success, and it can helpyou organize all of your work without tons of spreadsheets.See whos linking to your web pages as well as your competitorspages. Target a specific sector and build/manage as manycampaigns as you want.Increase your productivity. Find your targeted keyword niches. Planyour PPC and organic campaigns. See Googles estimates ofseasonal trends in popularity. Report and monitor your results. Youcan also discover your sites market share of target keywords. 36. www.wordtracker.com7 day free trial on their premium products but it does cost to use the program. However WordTracker does offer some free tools including keyword research tool, Gtrends and more. 37. www.spyfu.com/ 38. www.spyfu.com/Keyword Tools, SEO Software, and AdWords Software All-In-One. 39. www.spyfu.com/1. SpyFu Classic2. Kombat3. SmartSearch4. Ad History5. SpyFu Labs 40. www.spyfu.com/SpyFus pricing ranges from $79per month to $999 per month. 41. http://www.seomoz.org/ 42. http://www.seomoz.org/ SEO Management Social Media Monitoring Recommendations all in one place 43. http://www.seomoz.org/Seo Moz ($99/month) 44. http://raventools.com/ 45. http://raventools.com/Raven Internet Marketing Tools is an online platform that helps usersquickly research, manage, monitor and report on SEO, social media and other Internet marketing campaigns. 46. http://raventools.com/ SEO tools Social media tools Advertising tools Campaign tools Content tools 47. http://raventools.com/$99/month for individuals, $249/month for agencies 48. http://www.clickable.com/ 49. http://www.clickable.com/ All-In-One Pay-Per-ClickAdvertising Management Manage Google, Yahoo, Bing, andFacebook Ad Accounts List revenue goals ActEngine SEO Technology 50. http://www.clickable.com/ 51. http://www.marinsoftware.com 52. http://www.marinsoftware.com Search optimization servicesAdvertising campaign managementCustomizable dashboard to measure insights 53. http://www.marinsoftware.com$$$ 54. http://www.compete.com/us/ 55. http://www.compete.com/us/ See traffic data for over 1 million sites Discover competition and related sitesMonthly email reports of sites youre interested in.Compare multiple sites in one graph 56. http://www.compete.com/us/ Create apps, tools, and graphs tovisualize data Plan advertising campaigns based onconsumer behavior See impact of previousadvertisements 57. http://www.compete.com/us/ Pro mode enables you to seemarketing strategy ofcompetitors Shows 2 years of metric data Compare multiple domains atonce See keyword search successof competitors 58. http://www.compete.com/us/Compete (Free or Pro for $500/mo.) 59. Public Relations Tools 60. http://www.google.com/alerts 61. http://www.google.com/alertsGoogle Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your queries. 62. Filter the new information of theInternet Be updated whenever newcontent hits the Web (news,blogs, videos, etc.). 63. http://www.quantcast.com/ 64. http://www.quantcast.com/ Measures more than 25 million web audiences Aims to connect advertisers with customers Measures site activity and demographics/geographics 65. http://www.quantcast.com/ Helps you understand what specificaudiences are likely to engage in Allows you to learn about audiencebehaviors and tendencies 66. http://www.quantcast.com/ 67. http://www.quantcast.com/FREE 68. Social Media Tools 69. http://hootsuite.com 70. http://hootsuite.comFully-customizable dashboard of Twitter content.Sync Twitter/Facebook accounts 71. http://hootsuite.com Schedule tweets Allows for integration of internetapps such as YouTube(advantage over TweetDeck) Organize lists, trends,interactions, and tweets Pro version allows forintegration of Google Analyticsand Facebook Insights. 72. http://hootsuite.com 73. http://hootsuite.comFREE$5.99/mo Pro 74. www.facebook.com 75. www.facebook.comAccessible from any existing page (admin status required) 76. www.facebook.com Real-time graph of all page posts and impact (interactions, reach) 77. www.facebook.com Shows percentage changeover time. See how users access yourpage (web or mobile) See how many peoplecheck in to your venue 78. www.facebook.com See demographics of users accessing your page. Weekly email updates 79. https://bitly.com/ 80. https://bitly.com/ Allows users to shorten lengthy URLs Useful to include in social media outlets. Sign in easily with Twitter/Facebook account 81. https://bitly.com/ 82. https://bitly.com/User-friendly dashboard tracking clicks, referrers, locations real time or over time. 83. TweetDeckwww.tweetdeck.com 84. www.tweetdeck.comAn online app by Twitter to help you organizeand schedule tweets. 85. www.tweetdeck.com Very similar to Hootsuite, minusanalytics dashboard Sync Twitter with account Organize lists, trends, interactions,and tweets Fully-customizable dashboard ofTwitter content. Pro version enable integration ofGoogle Analytics and FacebookInsightsFree or $5.99/mo. for Pro 86. Questions? 87. Founded in 2004 Based in Boston 30 Communications Professionals Partners Nicholas Lowe,AJ Gerritson, and Tom Lee Named a 2011 and 2012 88. Francis SkipperVP of Digital Marketing617-896-1605francis@451marketing.comlinkedin.com/in/francisskipper@fskip www.451Marketing.com