digital marketing master class session ii
TRANSCRIPT
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Session II
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
About
● Not for profit 501(c)(3) Volunteer Organization● Resource partner of the U.S. Small Business Administration
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Maurice Bretzfield Kenny Soto
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SCORE NYCResource Volunteer
Digital Marketer
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Mentor
Digital Marketing Evangilist
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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.
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Resources
www.searchengineland.com
contentmarketinginstitute.com
moz.com/blog
marketingland.com
chiefmartec.com
socialmediaexaminar.com
socialmediatoday.com
contently.com/strategist
adage.com
inbound.org
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Digital DNA
Digital Marketing Masterclass
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The Digital Enterprise
http://www.mckinsey.com/industries/high-tech/our-insights/achieving-a-digital-state-of-mind
Digital Mind
Digital Marketing Masterclass
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Digitally Driven Metrics Driven
AI Sensors Robotics
The “Cloud” IoT
Digital Marketing Masterclass
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The Future is NOW
Digital Marketing Masterclass
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Digital Marketing Masterclass
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The Internet of Things
Smart Home
Smart World
Smart City
Digital Marketing Masterclass
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Digital Marketing Masterclass
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Digital Consumer Universe
Digital Marketing Masterclass
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Digital Marketing Touchpoints - The Five Moments of Truth
Digital Marketing Masterclass
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Digital Marketing Masterclass
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http://hiutdenim.co.uk
What Experience Does Your Brand Promise?
Digital Marketing Masterclass
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Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Knoweth Who Thy Customer Is
The First Commandment of Digital Marketing
Buyer Personas
Digital Marketing Masterclass
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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
Digital Marketing Masterclass
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Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Knoweth What Thy Customer Wants
The Second Commandment of Digital Marketing
How Google Works
Digital Marketing Masterclass
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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.
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Google Advanced Searchwww.google.com/advanced_search
https://www.youtube.com/watch?v=yzH1oYA4Gv0
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Create a Keyword Strategy
Digital Marketing Masterclass
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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?
Digital Marketing Masterclass
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Long Tail Keyword Phrases
Digital Marketing Masterclass
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Long Tail Keyword Phrases
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
You can find relevant keywords in Wikipedia articles.
Step 1: Create An Initial List of 10 (or more) Root Words
Digital Marketing Masterclass
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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.
Step 1: Create An Initial List of 10 (or more) Root Words
Digital Marketing Masterclass
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If you get stuck, Google suggests other keyword phrases to use!
Step 1: Create An Initial List of 10 (or more) Root Words
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Step 1: Create An Initial List of 10 (or more) Root Words
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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
Digital Marketing Masterclass
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Step 3: Evaluate Your Keywords
Keyword Research
Digital Marketing Masterclass
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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
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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
Digital Marketing Masterclass
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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
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Step 6: Repeat This Process Regularly
Keyword Research
Digital Marketing Masterclass
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Use Microsoft Excel or Google Spreadsheets to Organize Your Lists
Keyword Research
Digital Marketing Masterclass
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Keyword Research Tools
Digital Marketing Masterclass
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Keyword Research Tools
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Keyword Research Tools
Digital Marketing Masterclass
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Digital Marketing Masterclass
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Understanding Search Intent
Digital Marketing Masterclass
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https://moz.com/blog/keyword-driven-personas-whiteboard-friday
Digital Marketing Masterclass
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Digital Marketing Masterclass
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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
Digital Marketing Masterclass
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How Do I know Where To Start?
Digital Marketing Masterclass
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Digital Marketing Masterclass
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Using Keywords As Hashtags
These free tools allow you to search posts on any keyword your customer uses.
Digital Marketing Masterclass
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Use Hashtagify To Find Related Hashtags
Digital Marketing Masterclass
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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....
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
LaaS - Listening As A Strategy
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
LaaS - Listening As A Strategy
www.boardreader.com www.icerocket.com www.google.com/news
12 Places To Listen
www.buzzsumo.com
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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?
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Experiential Marketing21st Century Branding = Authenticity
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Experiential Marketing
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Experiential Marketing
THEIR
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Developing A Content Strategy What Is A Content Strategy?
Communication
Creativity
Customer Focus
Consistency Collaboration
Curation
Creation
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
1. Paid: Google Adwords, Paid Social Ad Placement2. Owned: Your own Website, Blog, Social Media Channels3. Earned: Links From Other Sites, User Shares & Influencers
Developing A Content Strategy
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Find Your Voice
Keyword: Consistency
Digital Marketing Masterclass
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Developing A Content Strategy
Find Your Face
Digital Marketing Masterclass
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Developing A Content Strategy
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
WIIFM?(“What’s In It For Me?”)
Developing A Content Strategy
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
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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.
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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.
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
7 Rules Of An Effective Content StrategyDeveloping A Content Strategy
Creativity is born through focused experimentationExperiential Marketing
Digital Marketing Masterclass
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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.
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
7 Rules Of An Effective Content StrategyDeveloping A Content Strategy
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.
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
7 Rules Of An Effective Content StrategyDeveloping A Content Strategy
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
Digital Marketing Masterclass
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7 Rules Of An Effective Content StrategyDeveloping A Content Strategy
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Developing A Content Strategy
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??
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
7 Rules Of An Effective Content StrategyDeveloping A Content Strategy
Collaborate with Customers - Reciprocally
Digital Marketing Masterclass
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Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Collaborate with Customers - Reciprocally
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Developing A Content Strategy
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….
Digital Marketing Masterclass
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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….
9 important Blogging Tips
Developing and Maintaining a Lead Generating Blog
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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”....
9 important Blogging Tips
Developing and Maintaining a Lead Generating Blog
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
4. Always Include A Photo, A Graphic or a VIDEO
Remember, “every picture tells a story”....
Pictures evoke emotion.
9 important Blogging Tips
Developing and Maintaining a Lead Generating Blog
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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....
9 important Blogging Tips
Developing and Maintaining a Lead Generating Blog
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
6. Include Facts & Statistics
Facts and statistics add credibility....
www.factbrowser.com www.factshunt.com
9 important Blogging Tips
Developing and Maintaining a Lead Generating Blog
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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.
9 important Blogging Tips
Developing and Maintaining a Lead Generating Blog
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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 important Blogging Tips
Developing and Maintaining a Lead Generating Blog
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
9. Spread The Word
Post links to your post with a short synopsis throughout your social networks....
9 important Blogging Tips
Developing and Maintaining a Lead Generating Blog
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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
Digital Marketing Masterclass
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2. Headline: Use a strong, evocative and keyword rich headline.
This is an SEO element.
8 Important Elements of An Effective Blog
Digital Marketing Masterclass
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3. Include a CTA - a “Call To Action”
Digital Marketing Masterclass
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8 Important Elements of An Effective Blog
4. Include a Subscription Box.
BUILD YOUR LISTIt’s an extremely valuable asset.
Digital Marketing Masterclass
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8 Important Elements of An Effective Blog
5. Include Social media sharing on the sidebar. Every article should be sharable with Social Media Sites
Digital Marketing Masterclass
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8 Important Elements of An Effective Blog
6. Include an image on every post
Digital Marketing Masterclass
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8 Important Elements of An Effective Blog
7. Display 5 excerpts of posts on the blog home page. This shows consistency and authority
Digital Marketing Masterclass
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8 Important Elements of An Effective Blog
Optimize for the small screenAnd Don’t Forget to…...
Digital Marketing Masterclass
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8 Important Elements of An Effective Blog
Digital Marketing Masterclass
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The Web Is A Content Consuming Beast
Types of Content
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Types of Content
Digital Marketing Masterclass
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Digital Marketing Masterclass
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Searched: Cellphone camera accessories
Digital Marketing Masterclass
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Video Production Equipment
Digital Marketing Masterclass
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MNN.org
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All of these platforms support video...
Video Is Essential
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Digital Marketing Masterclass
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Searched: Podcasting Production Equipment on Amazon
Podcasting Production Equipment
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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.
Digital Marketing Masterclass
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Highly Recommended Reading
Digital Marketing Masterclass
© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
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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