04 Mar Four Ingredients to the Perfect Digital Marketing Plan (with Rich Brooks)
Four Ingredients to the Perfect Digital Marketing Plan
About Rich Brooks
He is a founder of The Agents of Change, an annual conference, podcast, and blog, all about search, social & mobile marketing.
He is also a regular contributor at SocialMediaExaminer.com, the world’s most popular social media marketing blog.
He is the “tech guru” on WCSH Channel 6’s evening news show, 207, and teaches web marketing and social media courses for entrepreneurs at the University of Southern Maine’s Center for Continuing Education.
Flyte New Media (for web design services)
Agents of Change (podcast, conference and blog)
@TheRichBrooks on Twitter and everywhere else…
Four Critical Ingredients to Every Successful Marketing Plan
How do we get people to your website? The first way to bring people to your website is through search engine optimization. SEO is split into two different parts: on-page and off-page optimization.
First is on-page (or onsite) optimization. How do the words on your web pages match up with the words people are using to search for information online. To understand this, you need to start by understanding the language of your customers.
Google has given us a great, free tool called the Keyword Planner. With this tool, you can see what the best words in your industry are and how many people are searching for those terms.
Once you have the right language, you simply create content with those keywords. Consider setting up a blog to answer all the questions people ask about your topic or industry. Then include valuable links on those pages where they can purchase those services.
Finally, go through your page titles to ensure that every page has a unique page title.
In more competitive industries, you may need to implore the help of an SEO professional or agency, like Flyte New Media.
Next you have to build an off-page or off-site optimization strategy. One way to increase your inbound links is by using Moz.com’s Open Site Explorer tool. This will tell you, page by page, how many inbound links your site has. More importantly, it will tell you how many inbound links your competitors have. You can use this intelligence to build your link strategy.
The next way to bring people to your website is through social media. Social media doesn’t seem to be as productive as SEO or digital advertising. It can be done effectively, but too often people get too excited about the promise of social media.
You definitely should not discredit social but more traffic and conversions often from search than social.
Finally, the last way to attract new people to your website is through digital advertising. There are a couple different types of digital advertising.
The first type is search advertising… usually Google AdWords. With search advertising, people have commercial intent. While the ads are often twice as expensive as social advertising (the other type), they often convert twice as often.
When implementing a search advertising strategy, it is often best to send people to either squeeze or product pages. Just remember that you want to make it as easy as possible for people to convert into customers.
The next type of advertising is social advertising. The most common form of social advertising is through Facebook. They are less expensive than most any other advertising and their level of targeting is unmatched. You can use email lists to either include or exclude audiences. You can create look alike audiences and so much more.
There are other platforms available. For example, Instagram ads are on the same platform as Facebook and share the advanced targeting. Their real power is that unlike Instagram posts, you can add links to these ads.
Twitter has a great advertising platform as well but you have to look at where your audience is. Perhaps one of the most important lessons you can take away from today is that you need to advertise and create content where your audience is.
Engagement is the idea that you spend a lot of time and energy (sometime money) bringing people to your website, but then they leave and don’t come back. You can see this by looking at the small percentage of repeat visitors in your Google Analytics. Most people don’t come back so the issue becomes how we stay in contact. How do we engage with these people?
Email marketing is the number one way to engage with web traffic. Rich could not stress that enough. Any internet marketer, no matter what their specialty, will tell you the importance of building your list. So, get people to leave their email addresses. Use lead magnets to get their contact information. Remember, the most valuable property on the Internet is their email box.
Remember, “email marketing is where you sell things on the Internet.”
Social media is another tool in world of engagement. Encourage web visitors to follow you on any platform that you update and monitor regularly. These are forms of permission to keep the conversations going and customers coming back for more.
Another way to build engagement is through remarketing, or retargeting. When someone visits your website and doesn’t buy, remarketing allows you to continue showing your content to these visitors on Facebook (or other websites). Remarketing is not permission-based but it is very powerful.
Conversion is getting people to take a desired action on your website.
Some common conversion goals are:
- Lead-generation – filling out a form online requesting services
- Signing up for an email list
- Using an online calculator
- Using a search feature
- Clicking on a Buy Now button
Conversion is largely about web design and testing to see what you can do on your website to increase the number of leads, email list submissions, sales, etc. Your conversion rate is the number of people who come to your website and how it relates to the number of people who take a desired action.
People are looking for is guidance. Many of the tricks that designers use to improve conversions guide people to certain actions. While many people say they want freedom, really they want to be guided to a specific action. A good web designer needs to guide the customer through the desired process.
Be sure to include call to actions, your phone numbers, etc. on all your pages. Everything on your website should be designed to lead people in the right direction toward a sale.
Many people are scared or unsure about measurements and analytics (or are intimidated by Google Analytics) so they skip this critical step.
The measurement starts with Google Analytics. Every business should have Google Analytics installed on their website. Like jogging shoes in the closest, if you don’t use or look at your Google Analytics, they are no good to you.
- Create filters so that your traffic doesn’t interfere with your data
- Set goals to see if people are converting
- Take 15 minutes a week and see what’s going on in your website
- What are the queries that are bringing people to your website?
- What queries are you appearing on page two for? With a few changes, you can move to page 1.
- Who is coming your website? What are your visitor’s behaviors on your site? And what’s working (or not working) on your website?
Beyond Google Analytics, you should have an email marketing program and use their analytics to see your open rates, click-through rates. Then look at your social analytics.
What’s paying off and what’s not paying off? You can constantly improve what you are doing.