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Staying Savvy - Evolving With Today's Digital Marketing Strategies

Heather N. Mangold, MBA Mangold Creative

• The Digital Grind • The Customer Journey • Website Optimization • Data, Analytics & KPIs • Search Engine Optimization • Performance Optimization

Introductions & Housekeeping

What to Expect in This Session…

Andafewfunfactsalongtheway!

This is Your Chance…

• A how-to, step-by-step • A 101 overview, so I’m assuming you have:

• A website you aren’t totally ashamed to send people to

• A grasp on social media…and regular use of it • A basic understanding of digital marketing,

analytics, and search engine optimization


What This Workshop Isn’t…

• Advanced ideas and techniques • Ways to enhance your existing efforts • Great for all roles - not just technical marketers • Takeaways on each topic • And, hopefully, a little fun along the way


But,What it Will Be…

• Raised for small business • Graphic design vs.

spreadsheets • Earning CEO • The grocery store and my

kitchen • Reading 5 books at a time • Last chance to bail…


A Little about Me…

The Digital Marketing Grind

A Quick Exercise

How Long Have you “Been In” Marketing, Advertising, and Sales?

• Business Owner - Your $ and brand on the line • Marketer - Your job on the line • Salesperson - Your commission on the line • Other - You wear the marketing hat, willfully or woefully

1-5 Years

5-15 Years

15-20 Years

20-25 Years

25+ Years

Digital Marketing

• Is complex • Is ever-changing • Is exponentially integrated • Is a pain in every marketer’s… • Is not going away!

But Heather, it’s so OVERWHELMING!

2011

https://chiefmartec.com

2019


Digital Marketing

• Is complex • Is ever-changing • Is exponentially integrated • Is a pain in every marketer’s… • Is not going away! • But…take heart. It is slowing down. A touch.


• Get back to basics • Focus your efforts • Optimize and refine


Conquering the Digital Grind…

The Customer Journey


Fun Fact:

97%ofdigitalconsumershaveusedsocialmediainthepastmonth-withusersspendinganaverageofnearly2.5

hoursADAYacrossdevices!


https://blog.prototypr.io/journey-mapping-pain-points-success-moments-ac2d6cbcafae

Right sizing $ expectations


Shopping for a home builder

Visits the Parade of Homes

Overwhelmed with options

Poor model home experience

Finds the perfect floorplan

Didn’t realize what “base price” means Loses the perfect

lot for sale; considers a remodel

Gaining confidence; preparing to list current home for sale

Agreeable contract price

Finds out a friend built with you

Buys

Make Your Brand Stand out; Positive Sales Team

Easy to Browse Floor Plan Options on Your Website

Educational Content Marketing on the Cost to Build

Strong Speaking Points on Building vs. Remodeling

Excellent Customer Experience & Referral Stories

Sales & Marketing Interactions

• Map your customer journey • Focus on “below the line” pain points • Identify key marketing interactions


Take Away Activity:

Website Optimization


Fun Fact:

ContentfreshnessisoneofthemetricsGoogletakesintoaccountwhen

givingyoursiteit’salmightyalgorithmicrank!


Fun Fact:

Adelayofonesecondinmobilepageresponsecanreduceconversionsby7%.

• Perform a content audit • What’s out of date? • What’s changed? • What’s missing? • What’s not user friendly? • Update accordingly


Take Away Activity:

• Perform technical optimization • Load time - https://gtmetrix.com • Mobile - https://search.google.com/test/

mobile-friendly • SEO - https://seositecheckup.com


Take Away Activity:

https://gtmetrix.com

https://search.google.com/test/mobile-friendly



https://seositecheckup.com

• Optimize landing pages • Commonly visited? • Campaign traffic? • Conversion friendly!


Take Away Activity:

Data, Analytics, & KPIs


Fun Fact:

39%ofmarketerssayprovingtheROIoftheirmarketingactivitiesistheirtop

marketingchallenge.


https://www.comalytics.com/author/admin/page/3/

• Macro - Every 2-5 years • Has the big picture changed? • Consistent KPI’s • Consistent tracking methods • Resist the urge to change too often


Takeaway Activity:

• Micro - Quarterly, at a minimum, monthly ideal • Testing your methods • Campaign performance • Algorithm changes • Market conditions • Trends


Takeaway Activity:

Search Engine Optimization (SEO)

SEO - Local Search

Fun Fact:

Thenumberofmobilesearchescheckingforlocalbusinessesgrewbyover

250%between2017and2019.

SEO - Local Search

• Claim and Cleanup Google My Business Page • Other NAP Citations - https://moz.com/

checkout/local/check • Work on consistency, categories, citation

volume

SEO - Local Search

Takeaway Activity:

https://moz.com/checkout/local/check




SEO - Voice Search

BidirectionalEncoderRepresentationsfrom

Transformers

SEO - Voice Search

Fun Fact:

By2020,50%ofallonlinesearcheswillbevoicesearches.

SEO - Voice Search

• Are you already blogging? • If not…it’s time to start. • There’s no scan, software, or tricking the robot

this time. Content. Content. Content.

Search Engine Optimization

Takeaway Activity:

Performance Optimization


Fun Fact:

Weaksocialadscreatenegativeemotionalresponseinlessthanasecond:

beforetheviewerblinks.


https://www.optimizely.com/optimization-glossary/ab-testing/


Performance Optimization - Website


Our web traffic is growing, but contact forms aren’t.

Maybe a simple “quick contact form” would help increase conversions

Setup new short form, with fewer required fields

Use A/B testing plugin on website to deliver both forms to users

Measure which form receives more submissions

Deploy, and enhance some more!


Performance Optimization - Campaign


Banner ads seem to have dropped in effectiveness

Perhaps a special promotion would drive traffic?

Choose 3 promotional offers and headlines, design ads

Deliver 3 ad sets; run in equal rotation and monitor clicks, conversions, cost

Measure, optimize and shift digital budget to best performing ad

Watch for ad fatigue and continued performance


Takeaway Activity:

• A/B Test Everything • Email marketing - Built into most platforms • Website - Wordpress plugins, other platform

features • Ads - Run multiple versions, track campaign

performance and conversions

Title here

Takeaway Activity:

• A/B Test Everything • Photos • Headlines • Special Offers • Calls to Action • Landing Page Destination

Title here

• Performance Optimization - Website • Identify micro conversions & macro

conversions • Setup variable headlines, graphics, contact

form fields, etc. • Measure performance and deploy best

solution

Performance Optimization - Website

Takeaway Activity:

• Performance Optimization - Campaigns • Test campaign creative concepts • Setup variable headlines, graphics, contact

form fields, etc. • Consider different platforms, ad placements

Performance Optimization - Campaign

Takeaway Activity:

In Closing

Digital Marketing

• Is complex • Is ever-changing • Is exponentially integrated • Is a pain in every marketer’s… • Is not going away!

Conquering the Digital Marketing Grind

• Get back to basics • Customer journey • Your brand

• Focus your efforts • Pick a few things, and do them well • Leading edge, not bleeding edge

• Optimize and refine • Always be evolving • Fine iterations • Track it, test it, and deploy it

Conquering the Digital Marketing Grind

Conquering the Digital Grind…

Staying Savvy - Evolving With Today's Digital Marketing Strategies

Heather N. Mangold, MBA Mangold Creative

Questions? Comments?

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