Digital marketing master class session II

© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.

Session II

Digital Marketing Masterclass


About

● Not for profit 501(c)(3) Volunteer Organization● Resource partner of the U.S. Small Business Administration

(SBA)● Over 340 Chapters and 11,000 Volunteer Mentors Nationwide● 70+ Mentors in NYC● FREE and Confidential Business Counseling available to

anyone.

SCORE NYC26 Federal Plaza, Room 3100

New York City , NY 10278(212) 254-4507

[email protected]

Maurice Bretzfield Kenny Soto

[email protected] [email protected]

SCORE NYCResource Volunteer

Digital Marketer

SCORE NYCCertified Business

Mentor

Digital Marketing Evangilist




Our Goals For YouTo instill in you the passion, dedication, and commitment required for you to become a successful Digital Marketer

To show you a new way to think about how to build a business now

For you to understand that DM is a journey.

The train has pulled out ot the station and just keeps accelerating

That you will understand that successful Digital Marketing requires continuous learning and that the digital universe is evolving, literally, at the speed of light.



Digital Marketing Masterclass Series For SCORE NYCSession 1 - January 14, 2017

Session 2 - February 4, 2017

Session 3 - February 11, 2017

Session 4 - March 4, 2017

Session 5 - April 15, 2017

Session 6 - ?

Certificate of Completion of The Digital Marketing

Masterclass from SCORE NYC.



What You’ll LearnSession 1 - January 14, 2017

● The Marketing World In 2017 - Touchpoints, Devices, Storytelling and Experience● Moore’s Law, Exponential Change, and the World of Martech● The Four Commandments of Digital Marketing● Understanding The Buyer’s Journey



What You’ll LearnSession 2 - February 4, 2017

● Review Session 1● Keyword Research, Long Tail Keyword Phrases, and Creating a Semantic Core

(Ubersuggest, SEMRush, Google Keyword Planner Tool).● Preview to Analytics, Metrics and Reporting● Creating A Content Marketing System● Listening As A Strategy (SEMRush, SproutSocial)● Creating A Content Strategy



Resources

www.searchengineland.com

contentmarketinginstitute.com

moz.com/blog

marketingland.com

chiefmartec.com

socialmediaexaminar.com

socialmediatoday.com

contently.com/strategist

adage.com

inbound.org

http://www.searchengineland.com/

http://contentmarketinginstitute.com/

https://moz.com/blog

http://marketingland.com/

http://chiefmartec.com/

http://www.socialmediaexaminer.com/

http://www.socialmediatoday.com/

https://contently.com/strategist/

http://www.adage.com/

https://inbound.org/





Digital DNA



The Digital Enterprise

http://www.mckinsey.com/industries/high-tech/our-insights/achieving-a-digital-state-of-mind

Digital Mind



Digitally Driven Metrics Driven



AI Sensors Robotics

The “Cloud” IoT



The Future is NOW





The Internet of Things

Smart Home

Smart World

Smart City





Digital Consumer Universe



Digital Marketing Touchpoints - The Five Moments of Truth





http://hiutdenim.co.uk

What Experience Does Your Brand Promise?

http://hiutdenim.co.uk/







Knoweth Who Thy Customer Is

The First Commandment of Digital Marketing

Buyer Personas



What websites will this customer frequently visit?

What blogs do they read?

What are likely search terms they will use?

What sort of content appeals to them the most?

Buyer Personas

www.akoonu.com www.makemypersona.com www.xtensio.com

Buyer Personas





Knoweth What Thy Customer Wants

The Second Commandment of Digital Marketing

How Google Works



https://www.google.com/insidesearch/howsearchworks/thestory/

Google Crawls and Indexes Over 130 Trillion Web Pages100 Billion Times a Day

Google sorts these pages by their content and other factors.





Google Advanced Searchwww.google.com/advanced_search

https://www.youtube.com/watch?v=yzH1oYA4Gv0

https://www.youtube.com/watch?v=yzH1oYA4Gv0





Create a Keyword Strategy



Keyword (Root) = “internet”

Long-Tail Variations = “internet marketing”, or “internet marketing facts” or “information on internet marketing” or "internet marketing tutorial videos" or “internet marketing instructional video”, or “internet marketing companies nyc” or “top internet marketing companies new york city”.

What is a Keyword?

What is a Keyword Phrase?



Long Tail Keyword Phrases



Long Tail Keyword Phrases



Step 1: Create An Initial List of 10 (or more) Root Words

What products & services are you selling?

What industry are you in?

What common phrases did you find when researching information about your client personas?

Make a list of important, relevant topics based on what you know about your business and your industry (synonyms help too).

Keyword Research



You can find relevant keywords in Wikipedia articles.




And you can search on online forums. Quora is a great resource to use when you want to find out what language your customers are using.




If you get stuck, Google suggests other keyword phrases to use!







Step 2: Use Your Initial 10 As Root Keywords Use Ubersuggest, Google Keyword Planner Tool and/or Semrush to generate lists of related search terms.

You can also use competitor domains in SEMrush to find what search terms they are ranking for.

Keyword Research



Step 3: Evaluate Your Keywords

Keyword Research



Step 3: Evaluate Your Keywords

Relevance To Your Business

A good place to start is removing any keyword phrase with the word free - (b/c you’re not giving anything away, right?). Or remove any keyword with an old date.

Certain keywords will have locations associated with them. If your business doesn’t reside in any of those locations, delete those keywords.

Keyword Research



Level Of Competition

You don’t need to delete keywords that have a lot of competition, just don’t have them as a high priority.

You want to target keywords with low competition starting off to build domain authority and page authority.

Best practice is to rank from positions 1-3 on the SERPs for 25 keyword phrases before targeting keywords with competition levels over 0.75.

Step 3: Evaluate Your KeywordsKeyword Research



Older Content You Already Have to Repurpose

If you have old content that you’ve already published, see if you can repurpose that content utilizing any correlated keywords from your list.

Step 3: Evaluate Your KeywordsKeyword Research



Step 4: Incorporate The Top 50 Into Your Editorial Calendar

Each month, you should be rotating between 10-15 keywords to use in your content, from the top 50 in your targeted keyword list.

Each landing page & post you publish should have 5 keywords included in the the content.

Keyword Research



Step 5: Track Your Ranking For Each KeywordYou can use SEMrush to see which keywords your domain is ranking for.

Domain Analytics > Top Organic Keywords

Keyword Research



Step 5: Track Your Ranking For Each KeywordKeyword Research

You can use this tool for free, inputting each keyword one at a time.

https://www.searchenginegenie.com/google-rank-checker.html

Use this multipurpose tool for $59/mo

www.semrush.com





Step 6: Repeat This Process Regularly

Keyword Research



Use Microsoft Excel or Google Spreadsheets to Organize Your Lists

Keyword Research



Keyword Research Tools













Understanding Search Intent



https://moz.com/blog/keyword-driven-personas-whiteboard-friday





3. Knowing where customers are searching for what you have is accomplished through studious research

Listen, Listen and Listen some more....

Knoweth Where Thy Customer Resideth



How Do I know Where To Start?





Using Keywords As Hashtags

These free tools allow you to search posts on any keyword your customer uses.



Use Hashtagify To Find Related Hashtags



Then Take Those Hashtags And Find Posts To Engage With On Tagboard

Knoweth The Language of Thy Customer

4. Knowing the language of the customer refers to understanding how the customer articulates a problem to themselves -

Listen, Listen and Listen some more....





LaaS - Listening As A Strategy



1: Determine WHAT To Listen For2: Determine WHERE To Listen For It3: Set Up A Dashboard - Your Web “Listening Post”4: Start Listening

6: Get Involved in the Conversation

A 6 Step StrategyLaaS - Listening As A Strategy



1: LinkedIn Groups2: Facebook Groups3: Twitter Search4: Pinterest Search

5: Instagram Search

6: Facebook Audience Insights (Session 4)

7. Reddit

8. Quora

12 Places To ListenLaaS - Listening As A Strategy



LaaS - Listening As A Strategy

www.boardreader.com www.icerocket.com www.google.com/news

12 Places To Listen

www.buzzsumo.com



Remember the new paradigm. No matter what your product or service is - today we must all be media producers and distributors.

We have no choice.

Developing A Content Strategy

Experiential MarketingWhat Experience Does Your Brand Promise?



Experiential Marketing21st Century Branding = Authenticity



Experiential Marketing





Experiential Marketing

THEIR



Developing A Content Strategy What Is A Content Strategy?

Communication

Creativity

Customer Focus

Consistency Collaboration

Curation

Creation



1. Paid: Google Adwords, Paid Social Ad Placement2. Owned: Your own Website, Blog, Social Media Channels3. Earned: Links From Other Sites, User Shares & Influencers




Find Your Voice

Keyword: Consistency




Find Your Face






WIIFM?(“What’s In It For Me?”)


7 Rules Of An Effective Content StrategyRule #1: Focus on your Customer First

Whether it’s your digital content strategy or your business strategy, this rule should always be #1.

A customer-focused digital content strategy should be at the heart of your marketing plan.

Developing A Content Strategy Digital Marketing Masterclass


Rule #2: Be ConsistentConsistency is key for establishing loyalty. Train your customers to expect great content from you and they will keep coming back for more… and will probably encourage others to come to you as well.

A comprehensive publishing calendar is invaluable for a successful digital content strategy. It ensures you stay on top of your content and that you establish a regular drumbeat.



7 Rules Of An Effective Content StrategyDeveloping A Content Strategy

Rule #3: Get Out of Your Comfort Zone – Be CreativeWhile consistency in publishing is critical, the method of delivery can vary. Facebook updates, white papers and monthly contests are all great. But mix things up every now and then and create a funny video or utilize eye-catching imagery to convey your message to your target audience. Think of different ways to repurpose content to extend it’s reach. Be creative in your approach to set yourself apart.




Creativity is born through focused experimentationExperiential Marketing



Rule #4: Communicate Make Your Customers Your Collaborators

Talk WITH your customers… not AT them. Engage them in interesting dialogue and make them feel acknowledged and appreciated. You will learn more about your customers as well as how they perceive your company, products and/or services.

Don’t forget the most important aspect of communication… be human.




Rule #5: Create Unique Content What will keep your customers coming back to you for more? Giving them something that they can’t get anywhere else.

Make sure you are providing unique, relevant and valuable content that your customers actually want or need.




Rule #6: Curate Select Content Fill the gaps between your original content with curated content. Be selective about what you share and make sure it fits your overall business and content strategy. When done correctly, content curation can be very beneficial. “A curated site that mixes created, contributed and gathered content sends a powerful message of inclusion to customers,

In-Depth Guide to Content Curation PLEASE READ




http://www.searchenginejournal.com/depth-guide-content-curation/87681/




Rule #7: Collaborate with Customers - Reciprocally User generated content can be extremely powerful in your overall digital content strategy. The best way to show the benefits and advantages of your product or service is through the voice of your customers. Whether it is via a picture of a customer using your product or a comment about your product on a social network – it provides validity that is often needed for a prospect to make the jump to being a customer. Linking opportunities??




Collaborate with Customers - Reciprocally





Collaborate with Customers - Reciprocally




9 important Blogging Tips

Developing and Maintaining a Lead Generating Blog

1. Be Consistent

If you blog about cupcakes then keep blogging about cupcakes. Your readers aren’t coming to you to learn about knitting.

If your blog is about knitting then continually write about knitting, your readers aren’t coming to you to learn about baking cupcakes….



2. Dare To Be Different

Chances are, whatever you’re blogging about there are already lots of other blogs about it.

Find your niche. For instance, there are a lot of blogs about domestic violence, Nancy Salamone blogs about how domestic violence affects the workplace….





3. Be Authentic

Let your personality shine through. Write like you speak. Develop your own blogging “voice” and tell it like you think it is.

Remember the words of Oscar Wilde “Be yourself, everyone else is already taken”....





4. Always Include A Photo, A Graphic or a VIDEO

Remember, “every picture tells a story”....

Pictures evoke emotion.





5. Tell Them A Story

We have been storytellers since the dawn of man. People love stories.

We learn from stories. We remember them and feel them emotionally....





6. Include Facts & Statistics

Facts and statistics add credibility....

www.factbrowser.com www.factshunt.com





http://www.factbrowser.com/

http://www.factshunt.com/

7. Make Video A Large Part Of The MixYour blog posts should be a mix of written, video and even oral content. Use Google Hangouts, Facebook Live and other video but be sure to write a short synopsis of what the video is about for SEO ....

We’ll talk about Keywords later. But remember that you’ll want to include keywords and keyword phrases in the synopsis.





8. Optimize For Search

We’ll talk about optimization in detail. But for now remember all of your content must be optimized for search engines.





9. Spread The Word

Post links to your post with a short synopsis throughout your social networks....





1. Page Title: Use a descriptive name for the blog - don’t just call it "blog"

This is an SEO element.

8 Important Elements of An Effective Blog



2. Headline: Use a strong, evocative and keyword rich headline.

This is an SEO element.




3. Include a CTA - a “Call To Action”




4. Include a Subscription Box.

BUILD YOUR LISTIt’s an extremely valuable asset.




5. Include Social media sharing on the sidebar. Every article should be sharable with Social Media Sites




6. Include an image on every post




7. Display 5 excerpts of posts on the blog home page. This shows consistency and authority




Optimize for the small screenAnd Don’t Forget to…...






The Web Is A Content Consuming Beast

Types of Content



Types of Content





Searched: Cellphone camera accessories



Video Production Equipment



MNN.org



All of these platforms support video...

Video Is Essential





Searched: Podcasting Production Equipment on Amazon

Podcasting Production Equipment



Soundcloud

Stitcher

iTunes

A tribe is any group of people, large or small, who are connected to one another, a leader, and an idea. For millions of years, humans have been seeking out tribes, be they religious, ethnic, economic, political, or even musical (think of the Deadheads). It's our nature.

Now the Internet has eliminated the barriers of geography, cost, and time. All those blogs and social networking sites are helping existing tribes get bigger. But more important, they're enabling countless new tribes to be born—groups of ten or ten thousand or ten million who care about their iPhones, or a political campaign, or a new way to fight global warming.



Highly Recommended Reading



Highly Recommended Reading

Publishing is the NEW MARKETING. How do you cut through the noise, commotion, and bad information that is right now cluttering up your customers' digital space?

Maurice Bretzfield Kenny Soto

[email protected] [email protected]

SCORE NYCResource Volunteer

Digital MarketerlinkedIn.com/in/KennySoto

SCORE NYCCertified Business Mentor

Digital Marketerlinkedin.com/in/bretzfield




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