the secret of digital marketing success in 2014
DESCRIPTION
An increasing number of companies are realizing the benefits of a holistic digital marketing strategy that includes Inbound Marketing, SEO, Social Media. http://www.instantetraining.com/digital-marketing-success-in-2014 In this free Inbound Marketing webinar you will learn: Integrating Social Media, Blogging, SEO, Email Digital Marketing Marketing Blueprint for B2B & B2C Top Inbound marketing tactics marketers utilize Tools and Platforms marketers use Inbound Marketing tactics for 2014 Many more key Inbound Marketing key takeawaysTRANSCRIPT
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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
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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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And before we go into Q&A
Introducing….
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Community Building as Inbound Marketing
Inbound for B2B & B2C
Video Marketing as Inbound Marketing
Content Marketing
Social Media & Inbound Marketing
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Wordpress SEO
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The Power of Inbound Marketing
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Email Marketing - Building Email Lists
Link Building Strategies
Blogging Strategy for Generating Leads
SEO Competitive Analysis & SEO Tools
Influencer Marketing
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