The Secret of Digital Marketing success in 2014

#IETraining @bobtripathi

Bob Tripathi

@bobtripathi

The Digital Marketing Success

in 2014

#IETraining @bobtripathi

Agenda:

• Introduction

• Digital Marketing in 2014

• Attendee Q&A

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About Instant E-Training

"Give a man a fish to eat and you feed him for a day. Teach a man how to fish and

you feed him for lifetime.” - Lao Tzu, 6th Century Chinese Philospher

Founded in mid-2011, Instant E-Training is creating an online learning environment

imparting interactive marketing training using highly engaging e-learning tutorials by

bringing the best instructors together and using streaming video as the primary method

of delivering marketing training.

Training provided by some of Search & Social industry leaders including….

Clara Shih Author of

The Facebook Era

Eric Enge Author of

The Art of SEO

Hollis Thomases Author of

Twitter Marketing

Dan Zarrella Hubspot &

Author of

The Social Media

Marketing

Dave Kerpen CEO & Author of

Likeable Social

Media

Tim Ash Author of

The Landing Page

Optimization

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Training attended by

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Bob Tripathi

@bobtripathi

Digital Marketing Success

in 2014

#IETraining @bobtripathi

ABOUT YOUR PRESENTER…

• Over 11 Years of “in-the-trenches” SEO experience

• Built & Championed In-House SEO Practice at

iEmployee.com, Discover Financial Services, and

Sears.

• Speaker at leading conferences like SES, SMX, SMX

Advanced, Ad-Tech, among others.

• Monthly columnist for Searchenginewatch.com

• Passion for training led to Instant E-Training

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Digital Marketing Landscape – Marketing Spend Data

• Digital Marketing as an industry ill grow to about $76B in total spend by 2016.

• Digital as a channel is expected to double in terms of total ad spend so lot of

dollars are shifting from traditional to digital.

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Digital Marketing – Hub & Spoke Model

There are many moving pieces in Digital Marketing but Social Media, SeO,

Content, PPC, eb Analytics are the pillars of Digital Marketing.

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Digital Marketing Tactics Breakdown

Paid

(PPC & Display)

Earned

(SEO & Social)

Owned

(Email lists)

Web Infrastructure

Mobile Access & User Interface

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Comparison of Outbound vs Inbound –

Cost Efficient Model

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Outbound Vs Inbound Marketing

Inbound SEO

Earned Media

In-House Email lists

Paid Search ads

Community Building

Blogging

Influencer Marketing

WOM / Viral Marketing

Content Marketing

TV, Print, Radio

Outdoor Advertising

Rented Email Lists

Outbound Sales Call

Display Ads

Trade Shows Pop-up Ads

Press Releases

Outbound Vs

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Let’s compare Digital Marketing tactics

SEO

Social Media

Content Marketing

Email Marketing

Video Marketing

1

2

3

4

5

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1

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SEO Timeline

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Building Blocks of SEO

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Anatomy of on-page SEO

Title

URL Optimization

ALT tag

Breadcrumbs

H1 tags

Internal Linking

Keyword Rich

Content

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SEO -

Title Tags 2

Descriptions 3

Page copy that is focused &

Contextually relevant 4

Build natural links 5

Site Structure 1

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SEO Secret for 2014: Look to build your company brand.

Google Brand Update

“The internet is fast becoming a "cesspool" where

false information thrives.

Brands are the solution, not the problem. Brands

are how you sort out the cesspool.

Brand affinity is clearly hard wired, It is so

fundamental to human existence that it's not

going away. It must have a genetic component.

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2

Social Media

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Social Media

• Social Media spend is forecasted to grow at 26% CAGR by 2016.

• Spend in social media is mainly in Display ads, tools, and people.

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Show Social Media Growth

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Top Social Media Platforms

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Chose Your Tactics Wisely

Great for service,

offers

Great to build a loyal

community

Great for ecommerce

stores, product displays

Great for broadcasting Great for business leads.

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Social Initiatives “Effort – Impact” Analysis

Impact

Effort Low High

Low

High

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Secret to Social Media Success

Get more visual with your Social Media. Use Videos,

Pictures, Images as part of your Social Strategy.

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3

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Content Marketing

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Long blog post scores in SEO rankings

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PUT TOGETHER AN EDITORIAL CALENDAR

http://www.verticalmeasures.com/services/content-marketing/

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Make them specific &

measurable!

• Build brand

• Drive traffic

• Generate leads &/or sales

• Support fans

• Develop thought leadership

Align Content Marketing Objectives with

Business Goals

• Establish brand

• Attract customers

• Increase profits

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Secret to Content Marketing Success

Repurpose your content into different formats.

Make it format agnostic!

Your content

Images

Ebooks

Site/Blog

Videos

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Email Marketing

4

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Email Delivers highest ROI

According to DMA, Email delivers $40 in revenue that is almost

4000% in ROI

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Email Marketing

http://www.emailmarketingroi.com/

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Email Acquisition from different sources

How much are you willing to spend on a single

email acquisition?

Source: Karen Talavera http://synchronicitymarketing.com

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Secret to email list building:

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Video Marketing

5

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Video Marketing

Social Video Benefits Measuring Video Video Metrics

1. Content can be

syndicated

2. More Video Likes and

Shares

3. Video sharing features

on players

4. Advanced Engagement

Metrics

5. Your video has legs!

1. Views

2. Shares

3. Embeds

4. Search Engine Rankings

5. Search traffic

6. Comments

7. Blog posts/mentions

8. New Fans

9. Retweets

1. Cost savings on Ad spend

2. Media mentions

3. Brand Awareness

4. Brand Affinity

5. New hires

6. Recommend a friend or

NPS

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Researching Competition

Keyword User Date Upload # of views

# of

comments

# of

subscribers Promos

KW Volume

on YouTube

KW Volume

on Google Video URL

maytag repair frielink5 4 months ago 2956 2 2 None NA 90500 http://www.youtube.com/watch?v=SsrRUVNF8uU

dryer repair DIYAPPLIANCEREPAIR 1 year ago 34,447 2 136 Yes 46000 135000 http://www.youtube.com/watch?v=e6cMej-C1XQ

kenmore service Vinylrecordsneverdie 3 months ago 99 6 511 None NA NA http://www.youtube.com/watch?v=coRl5QtglmY

kenmore repair DIYAPPLIANCEREPAIR 1 year ago 34,447 2 136 Yes 4100 74000 http://www.youtube.com/watch?v=e6cMej-C1XQ

fix washer applianceassistant 1 year ago 121,412 20+ 80 Yes 12100 http://www.youtube.com/watch?v=6XIsK3W_Qcg

washing machine repair appliancemike 1 year ago 144,633 30+ 225 none NA 49500 http://www.youtube.com/watch?v=WLPGs2UMUJc

appliance repair DIYAPPLIANCEREPAIR 1 year ago 34,447 2 136 yes NA 550000 http://www.youtube.com/watch?v=e6cMej-C1XQ

kitchen aid repair rcommando1 8 months ago 20,948 6 95 yes na 8100 http://www.youtube.com/watch?v=SsrRUVNF8uU

ge repair MonitechSolutions 1 year ago 1,243 3 na 74000 http://www.youtube.com/watch?v=ACtNypk80IA

Take top

Keywords

See who’s

ranking Type of Video

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Digital Marketing Secrets

Look to build your company brand. 1

2

3

4

5

Get more visual with your Social Media.

Repurpose your content into different formats. Make it

format agnostic!

Build your in-house email list.

Video is the new text on the web. Make it easy to share.

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We're Hiring!

Email us at

training@instantetraining.com

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And before we go into Q&A

Introducing….

#IETraining @bobtripathi

Community Building as Inbound Marketing

Inbound for B2B & B2C

Video Marketing as Inbound Marketing

Content Marketing

Social Media & Inbound Marketing

SEO + Customer Segmentation

Wordpress SEO

27 Online & On-Demand Sessions covering…

The Power of Inbound Marketing

SEO & Inbound Marketing

Email Marketing - Building Email Lists

Link Building Strategies

Blogging Strategy for Generating Leads

SEO Competitive Analysis & SEO Tools

Influencer Marketing

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Inbound & SEO Training Framework

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Our Students Love to Strike a Pose!

Got my certificate of achievement for social media certification

project today! Yay! Frankly, it rivals my college diploma for looks.

Thanks, Instant E-Training!

- Sheri Holm

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