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Marketing Workshop
Presented by: Will Hardison
@growafanbase | @willhardison
#FanBaseLL
Section 1: Finding your customers
The Lean Model Canvas
Lean Model Canvas
Lean Model Canvas• WHAT is the problem
Lean Model Canvas• WHAT is the problem• WHO has the problem
Lean Model Canvas• WHAT is the problem• WHO has the problem• The Unique Value Proposition
Lean Model Canvas• WHAT is the problem• WHO has the problem• The Unique Value Proposition • Your Solution – how do you fix the problems?
Lean Model Canvas• WHAT is the problem• WHO has the problem• The Unique Value Proposition • Your Solution – how do you fix the problems? • Channels - where are your customers hanging out?
The Lean Model Canvas
The 19 channels of traction! 1. Viral Marketing2. Public Relations (PR)3. Unconventional Public Relations4. Search Engine Marketing5. Social and Display Ads6. Offline Advertising7. Search Engine Optimization8. Content Marketing9. Email Marketing10. Engineering as Marketing
11. Targeting Blogs12. Business Development13. Sales14. Affiliate Programs15. Existing Platforms16. Trade Shows17. Offline Events18. Speaking Engagements19. Community Building
The Bullseye framework
The Bullseye framework • Select your top 3 and write them in the center
The Bullseye framework • Select your top 3 and write them in the center • Write your next 6 in the middle layer
The Bullseye framework • Select your top 3 and write them in the center • Write your next 6 in the middle layer • Cross out the ones you’ve used
The Bullseye framework • Select your top 3 and write them in the center • Write your next 6 in the middle layer • Cross out the ones you’ve used• Redo after testing
The ultimate Social Media Question
The ultimate Social Media Question
Which social media platform should I be
on?
The ultimate Social Media Question
Which social media platform should I be
on?
Wherever your customers are hanging out.
Do not fall into the “Shiny Object”
trap when it comes tosocial media platforms.
Search Engine Optimization (SEO)How do I get my website to rank on Google??
SEO Step 1: Understanding KeywordsRight now, someone is searching for something on Google. Perhaps they are searching something related to your business. Knowing what people are searching for, you can optimize a page on your website around it and ideally rank on the first page, if not number 1.
Two Ways to do Keyword Research
Two Ways to do Keyword Research• Open up Google Keyword Planner Tool
Two Ways to do Keyword Research• Open up Google Keyword Planner Tool • Type in keywords that you think people will search for.
Two Ways to do Keyword Research• Open up Google Keyword Planner Tool • Type in keywords that you think people will search for. • Look to see how many times people are searching for
those words, pick the popular terms and try to rank for those terms.
Two Ways to do Keyword Research• Open up Google Keyword Planner Tool • Type in keywords that you think people will search for. • Look to see how many times people are searching for
those words, pick the popular terms and try to rank for those terms. • Nothing severely wrong with this strategy, but you’re
going mainly off of what YOU think YOUR customer is searching for.
OR…
Keyword Research
Keyword Research• Stalk your customers / target market online and figure out what
words THEY use.
Keyword Research• Stalk your customers / target market online and figure out what
words THEY use. • Visit forums, blogs, industry websites focused on your target market
and begin to track the common words and phrases you see being used.
Keyword Research• Stalk your customers / target market online and figure out what
words THEY use. • Visit forums, blogs, industry websites focused on your target market
and begin to track the common words and phrases you see being used. • Now that you have a better idea of what terms and phrases your
customers are using online, you can load up the Keyword Planner Tool.
Google Keyword Planner Tool
Google Keyword Planner Tool• Step 1. Click on Search for a New Keyword
Google Keyword Planner Tool• Step 1. Click on Search for a New Keyword• Step 2. Enter in one of your seed keywords and click
“get ideas”. Now you’ll see keywords that Google considers relevant to your seed keyword.
Google Keyword Planner Tool• Step 1. Click on Search for a New Keyword• Step 2. Enter in one of your seed keywords and click
“get ideas”. Now you’ll see keywords that Google considers relevant to your seed keyword. • Step 3. Pick the keywords that are the best fit for your
business.
Google Keyword Planner Tool• Step 1. Click on Search for a New Keyword• Step 2. Enter in one of your seed keywords and click
“get ideas”. Now you’ll see keywords that Google considers relevant to your seed keyword. • Step 3. Pick the keywords that are the best fit for your
business.
You might be thinking; how will I know which keywords are the best fit? I’m glad you’re thinking that way!
5 Factors to selecting keywords
5 Factors to selecting keywords1. Average Monthly Searches – pretty straight
forward, this is the average amount of searches performed on a specific keyword each month.
5 Factors to selecting keywords1. Average Monthly Searches – pretty straight forward, this is the
average amount of searches performed on a specific keyword each month.
2. Trending Popularity – If you hover over the graph icon next to Average Monthly Searches, you’ll see the keyword’s search trend. In other words, are more and more people searching for this keyword each month? Or is the popularity decline as less and less people search for it each month. Focus on keywords that are gaining in popularity.
5 Factors to selecting keywords1. Average Monthly Searches – pretty straight forward, this is the average amount of
searches performed on a specific keyword each month.
2. Trending Popularity – If you hover over the graph icon next to Average Monthly Searches, you’ll see the keyword’s search trend. In other words, are more and more people searching for this keyword each month? Or is the popularity decline as less and less people search for it each month. Focus on keywords that are gaining in popularity.
3. Suggested Bid – This figure suggests what it takes to bid (paid search results) to rank for this keyword. If the bid is high, it signals a competitive and money producing keyword. Bidding has zero effect on organic results other than providing a gauge to measure competitiveness.
5 Factors to selecting keywords4. Market Fit- Is this something your ideal customer would google and convert into a paying customer? Just because a keyword has a lot of search results and a high bid doesn’t mean it’s the best fit for your business. For example – “Cheap Web Design” may have 10,000 monthly searches but we wouldn’t want to rank for that keyword.
5 Factors to selecting keywords4. Market Fit- Is this something your ideal customer would google and convert into a paying customer? Just because a keyword has a lot of search results and a high bid doesn’t mean it’s the best fit for your business. For example – “Cheap Web Design” may have 10,000 monthly searches but we wouldn’t want to rank for that keyword.
5. Competition in Google Organic Results – It’s tough to fully understand how difficult it will be to rank for a specific keyword. There isn’t a magic formula that shows you what you’ll need to exactly do to rank for a keyword. One thing you can do is look at the current search results of a keyword and look at who is ranking on the first page. If the first page is filled with heavyweights like the New York Times, you may want to pick a different keyword.
SEO is like eating healthy.
It’s simple.
But not easy.
Step 2: How To Rank
Step 2: How To Rank • Strategically embed keywords into your page so that
Google can easily understand the topic of that page.
Step 2: How To Rank • Strategically embed keywords into your page so that
Google can easily understand the topic of that page.
• Create a site design and user experience that encourages people who find your site to stick to your site like superglue.
Step 2: How To Rank • Strategically embed keywords into your page so that
Google can easily understand the topic of that page.
• Create a site design and user experience that encourages people who find your site to stick to your site like superglue.
• Awesome content that gets people to share your content on social media and more importantly link to it.
Keywords – One page. One Keyword.
Keywords – One page. One Keyword. A page title “Boat Rental Miami” with content around that keyword works way better than: “Boat Rental Miami | Florida Keys Boat Rental | Charter Fishing Trips Florida | Scuba Diving Miami”
Keywords – One page. One Keyword. A page title “Boat Rental Miami” with content around that keyword works way better than: “Boat Rental Miami | Florida Keys Boat Rental | Charter Fishing Trips Florida | Scuba Diving Miami”
If you’re looking to rank for 10 keywords. Don’t stuff them all on one page. Create 10 pages. One for each keyword.
Include your keyword in your title tag (once) .
Include your keyword in your title tag (once) Your title tag is like your page’s headline. It’s by far one of the strongest signals that you can send to Google about your page’s topic.
Include your keyword in your title tag (once) Your title tag is like your page’s headline. It’s by far one of the strongest signals that you can send to Google about your page’s topic.
Ideally you’ll want to work your keyword into a title that is also compelling so that readers are interested in clicking.
Include your keyword in your title tag (once) For example:
• Miami Boat Rental: 5 things you should know before you go.
• Why Miami Boat Rental makes sense for your next company outing. Seven ways to save money on Miami Boat Rental this summer.
Mention your keyword in the beginning of your content
Mention your keyword in the beginning of your content • You’ll want to sprinkle in your keyword throughout the
page not 10 times but in a way that a human can understand and logically follow your content.
Mention your keyword in the beginning of your content • You’ll want to sprinkle in your keyword throughout the
page not 10 times but in a way that a human can understand and logically follow your content.
• It is important that you include your main keyword in the first 100 words of your content to show google that this is an important term on this page.
Make your site load lighting fast.
Make your site load lighting fast. • It’s a small factor, but it is a factor. It could be the
reason someone else outranks you.
Make your site load lighting fast. • It’s a small factor, but it is a factor. It could be the
reason someone else outranks you.
Use: webpagetest.org
Outbound Links to trusted sites
Outbound Links to trusted sites • Google likes to send people to other helpful resources.
Where it makes sense, sprinkle a few links to other trusted websites to show that you are a wealth of knowledge.
Internal Link to Important Pages
Internal Link to Important Pages • Internal linking shows Google which pages you deem
important on your website. Pick a few pages you are trying to rank, and send a few internal links their way.
Link Building Tips that are MAGICAL
Link Building Tips that are MAGICALGreat content is the key that opens the door to links, social shares, and traffic.
Link Building Tips that are MAGICALGreat content is the key that opens the door to links, social shares, and traffic.
Great content is defined by “content that generates a large amount of backlinks to your website”.
5 content templates that are link magnets!
5 content templates that are link magnets! 1. Ultimate Guides – people are busy. Very busy. The
ultimate guide is everything they need to know on a given topic. “The Ultimate Video Production Guide”
5 content templates that are link magnets! 1. Ultimate Guides – people are busy. Very busy. The
ultimate guide is everything they need to know on a given topic. “The Ultimate Video Production Guide”
2. Absurdly long list posts – “The 200 ways to save money” – makes you want to click on it doesn’t it? The next time you’re in the mood for a list post, up your game to 50, 100, 200 tips.
5 content templates that are link magnets! 1. Ultimate Guides – people are busy. Very busy. The ultimate
guide is everything they need to know on a given topic. “The Ultimate Video Production Guide”
2. Absurdly long list posts – “The 200 ways to save money” – makes you want to click on it doesn’t it? The next time you’re in the mood for a list post, up your game to 50, 100, 200 tips.
3. Visual Content – 65% of the US population considers themselves to be visual learners. Images and visuals outperform text-based content.
5 content templates that are link magnets! 4. Industry Data – people LOVE industry data. Aren’t you just dying to know the average person’s shoe size? Getting data isn’t hard – surveying people and running a poll is cheap and easy to do online.
5 content templates that are link magnets! 4. Industry Data – people LOVE industry data. Aren’t you just dying to know the average person’s shoe size? Getting data isn’t hard – surveying people and running a poll is cheap and easy to do online.
5. Solve problems – case studies: Hard proven facts outperform your persona opinion. “I think X is the reason we have Y” – your personal opinion. “We’ve proven X is the reason we have Y” is a proven fact (if you’ve proved it of course).
The Five Second Website Test
The Five Second Website TestYour website must be able to pass the five second test.
The Five Second Website TestYour website must be able to pass the five second test.
A user should be able to land on your website and within five seconds be told what you do so clearly that they can then tell someone else.
The Five Second Website TestBringing the art to the cart
The Five Second Website TestBringing the art to the cart - “We design and build online stores that increase sales.”
The Five Second Website TestBringing the art to the cart - “We design and build online stores that increase sales.”
If we build it, they will come.
The Five Second Website TestBringing the art to the cart - “We design and build online stores that increase sales.”
If we build it, they will come. – What do you build??? Houses? Cars? Websites?
Understanding your website’s analytics
Understanding your website’s analytics
• Site Sessions: This is when a user is actively engaged with your website. This is the most basic metric for websites. When someone asks, “How do we increase our website traffic?” – they are referring to overall site sessions.
Understanding your website’s analytics
• Site Sessions: This is when a user is actively engaged with your website. This is the most basic metric for websites. When someone asks, “How do we increase our website traffic?” – they are referring to overall site sessions.
• Bounce Rate: Each page on your website has a bounce rate, which is the percentage of users who visit a page and leave that page without clicking on anything. The lower the bounce rate, the better. A 90% bounce rate means that 90% of users who visit that page are leaving without doing anything. If your home page has a 90% bounce rate, something is terribly wrong. This should throw up immediate red flags.
Understanding your website’s analytics
• Acquisition and Referrals: This section can get a little complex, but to put it simply – acquisition and referrals shows where and how people are finding your website. For example –which social media platforms, other websites, and specific keywords are visitors using to find your website. This is huge when focusing on a marketing strategy – if you’re spending 75% of your time on a platform generating the least amount of referrals to your site, you need to rethink where you are spending your digital marketing efforts. Understanding which keywords people are using is valuable when crafting content.
Understanding your website’s analytics
• Page Views: Found under “behavior -> site content -> all pages”, page views will list the top pages your visitors are viewing. This information is extremely important when understanding which product or services people are most interested in. If you’re highlighting a page in your menu that receives 10% of the traffic, but a link in your footer receives 45% of the traffic, try moving the better performing link to the top menu.
Understanding your website’s analytics
Knowing how these terms relate to each other, you can start to draw some conclusions.
For example: “60% of our traffic comes from facebook, which 80% of those visitors then visit the XYZ Service page but 90% bounce from that page”
Understanding your website’s analytics
Knowing how these terms relate to each other, you can start to draw some conclusions.
For example: “60% of our traffic comes from facebook, which 80% of those visitors then visit the XYZ Service page but 90% bounce from that page”
Conclusion – Facebook is a great traffic source, but something on our XYZ Service page isn’t clicking with them. The interest is there, but something is off.
The 2017 Marketing Trends / Predictions
The 2017 Marketing Trends / Predictions• Twitter Fatigue Will Worsen
The 2017 Marketing Trends / Predictions• Twitter Fatigue Will Worsen • Users Will Crave More Vicarious Experiences.
The 2017 Marketing Trends / Predictions• Twitter Fatigue Will Worsen • Users Will Crave More Vicarious Experiences. • Live Video
The 2017 Marketing Trends / Predictions• Twitter Fatigue Will Worsen • Users Will Crave More Vicarious Experiences. • Live Video• Social Commerce
The 2017 Marketing Trends / Predictions• Twitter Fatigue Will Worsen • Users Will Crave More Vicarious Experiences. • Live Video• Social Commerce• Chat Bots / Artificial intelligence
The 2017 Marketing Trends / Predictions• Twitter Fatigue Will Worsen • Users Will Crave More Vicarious Experiences. • Live Video• Social Commerce• Chat Bots / Artificial intelligence • Marketing Automation becoming more mainstream
Questions. Comments. Concerns?
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