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Audit Your Digital Marketing

Audit Your Digital Marketing. C1 Partners Meetup: Denver Digital Marketing For Small Business March 12, 2014. It’s Nice To Meet You!. Dan Smink Partner. Dan Stratford Partner. Agenda. Reach Site Architecture Content/Conversion Offsite Optimization - sTR Measurement - STR. Reach.

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Audit Your Digital Marketing

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  1. Audit Your Digital Marketing C1 Partners Meetup: Denver Digital Marketing For Small Business March 12, 2014

  2. It’s Nice To Meet You! Dan Smink Partner Dan Stratford Partner

  3. Agenda • Reach • Site Architecture • Content/Conversion • Offsite Optimization - sTR • Measurement - STR

  4. Reach How To Spread Your Message Across The Web

  5. Key Questions - Reach • What terms do you rank for? • How much traffic do you get? • How valuable is your traffic? • Do you do PPC, and how much traffic do you get • Do you have social media set up and are you followed? • How many pages are indexed? • How many links do you have? • Who are your competitors and how do they compare?

  6. Resources • Google Analytics (google.com/analytics) • Google Webmaster Tools (google.com/webmasters/tools) • iSpionage (ispionage.com) • SEMRush (semrush.com) • Spyfu (www.spyfu.com) • Open Site Explorer (opensiteexplorer.com) • Marketing Grader (marketinggrader.com) • Bright Local (www.Brightlocal.com) • Mozilla Browser + SEOBook • Ahrefs (www.Ahrefs.com) • WebSEOAnalytics(www.webseoanalytics.com/)

  7. What Terms Do You Rank For? • iSpionage.com • Look at SEO Keywords • Find your top 10 ranked terms – free • Find all your terms – paid • SEO Value • SEO Terms • PPC Value • PPC Terms

  8. How Much Traffic Do You Get? • Organic Traffic • PPC Traffic • Google Analytics • SEMRush

  9. How Much Traffic Do You Get? • Organic Traffic • PPC Traffic • Google Analytics • SEMRush

  10. Marketing Grader Marketing Grader • Look at Blogging, Social Media, SEO, Lead Gen and Mobile • Moz Rank • Links to site • Pages Indexed

  11. Moz Rank and Domain Authority Open Site Explorer • Moz Rank • Domain Authority • Page Authority • Link Specifics

  12. What Is Your Competition Doing? Find the gaps you need to close…

  13. Site Architecture How To Make Google Love You

  14. Key Questions - Architecture • Home Page • Who is your target customer and have you profiled that target? • What keywords are you targeting? • Can you generate leads from your home page? • How is your website structured? • Are your webpages optimized for search engines? • Are page titles, url’s, meta descriptions, etc. keyword driven and unique?

  15. Buyer Persona • Target Persona • Buyer Persona Profile • Messaging Platform • Engagement • Solution • Reinforcement • Value

  16. Home Page • Branding • Target persona • Navigation • Visually appealing • Lead generation • FAQs • Testimonial/Proof

  17. Keyword Research and Site Structure Local Note: “Racing Skis” page may be www.domain.com/racing-skis-denver, but do not change navigation to “Racing Skis Denver”

  18. Key Elements of On Page Website Optimization • URL Structure • Title tag • Meta description and keywords tag • Header tags - H1, H2, H3 • Images and Alt Text • Diverse Keywords • Relevancy

  19. Key Elements of On Page Website Optimization • Home Page • Keyword rich is ok, but not everything • Does not need to be keyword rich • Has been penalized in the past • Can still be an advantage, but not necessary-BRANDING may be more important • Takes a lot more than just keyword rich domain name • Title tag • 2-4 Most Important Short Tail Keywords • 70 Characters • Example:On Sale Snowboard Shop, Snowboarding Gear - The House • Meta description and keywords tag • 3-6 Most Important Short Tail Keywords • More descriptive • Call to action • Example: • Snowboard Shop carries the top snowboard gear including snowboards, boots, bindings, goggles, clothing and more. Our on sale snowboard gear you'll find ..

  20. Content And Conversion How To Make Visitors Want To Stay and Buy

  21. Key Questions - Content and Conversion • Do you have a content development plan that targets the issues of your buyer persona? • Do you have a blog? • Do you have downloadable content assets? • Are your digital channels designed with a conversion funnel in mind? • Do you have clear calls to action on your web pages, Facebook pages, blog, etc.? • Do you have offers linked to forms on your website, Facebook, blog, etc.? • What do you do with the leads you generate?

  22. Buyer Persona • Buyer Persona Profile • Engagement • Issues • Problems • Solution • What do they desire • Criteria for success

  23. Content Development Plan • Keyword Driven • Content • Blog • Web pages • Downloadable content • Social media • Schedule • Regular production • Across sales funnel • Across assets • Editorial Calendar Template

  24. Blog • Add content regularly • Minimum 1x per week • Better: 2-4x per week • Audience Driven • Keyword Optimized

  25. Downloadable Assets • Whitepapers • Video • Calculators • Templates • Tools • Articles • Presentations • Podcasts • Free offers

  26. Calls To Action • Call To Action (CTA) • Tied to persona’s needs • Offer for downloadable asset in exchange for contact information • CTAs on each page • CTA for different stages in sales process on each page • CTAs in blog posts

  27. Lead Generation • Lead capture pages with Forms from CTAs • Generate contact information for leads • Follow up? • Auto response • CRM • Phone call • Email lead nurturing

  28. Offsite Optimization What you are doing off of your site may make or break your ability to rank in a competitive market.

  29. Offsite Integration • Linkbuilding • Local • Social

  30. What Is Your Competition Doing? Ahrefs.com Offers Quantity & Quality Domain Link Comparisons

  31. Offsite Optimization Local: Links and Citations Tool: Bright Local

  32. Google Plus and Authorship Search Result: ‘Denver SEO’ Google Authorship • Links Your Comments on Other Blogs & Sites • Improves Visibility in Results

  33. Google Plus and Authorship Local Property Setup & Free Submissions

  34. Google Plus and Authorship Local Property Setup & Free Submissions • Axciomhttp://www.mybusinesslistingmanager.com • Neustar/Localeze(https://www.neustarlocaleze.biz/directory/index.aspx) • Infogroup(https://listings.expressupdateusa.com/Account/SignIn) • Quality Citation Sources Referenced by • Google • Yelp • Bing • Yahoo! And many others

  35. Social Media Setup • Are social media channels accessible from your website? • Are you linking back to your website from social media channels? • Do your offline activities connect back to digital channels i.e. print ads, trade shows, etc.

  36. Google Penalties Participated in old link building activities? • Penalties • Drop in rankings • Analysis Tools • Google Webmaster Tools • Ahrefs • Solutions • New site on a new domain? • “Disavow” and recover the other site? • Both are a minimum of 3-6 month tasks • New site might be more profitable

  37. Tools That Audit “Everything” SEO • Mozilla Browser + SEOBook • Bright Local (www.Brightlocal.com) • Marketing Grader (marketinggrader.com) • Ahrefs(www.Ahrefs.com) • WebSEOAnalytics (www.webseoanalytics.com/) • Open Site Explorer (opensiteexplorer.com)

  38. Measurement and Analytics What are the results of your efforts?

  39. Measurement • Do you have objectives in place for awareness, influence, engagement and action? • What metrics are you using to gauge performance? • Do you have reporting protocols in place? • Can you track at the conversion level? • Call tracking? • Google Analytics? • What is the frequency of measurement and reporting? • Are there feedback loops in place? • Are reports analyzed and acted upon?

  40. Contact Us Dan Stratford Dan Smink Rick Pauly C1 Partners P: 303.501.1821 W: c1-partners.com T: @c1partners E: info@c1-partners.com

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