Websites and Digital Marketing 101 Caleb Jost Owner

Websites and Digital Marketing 101 Caleb Jost Owner Parrot Digital Marketing

§ Website Creation Options § What a Good Website Needs § SEO and Content Marketing Overview § Paid Advertising § Social Media Marketing § Measuring Results § Tools and Resources

What is Digital Marketing?

§ Bring in new business § Brand Awareness Why Should I Market? § Leads for Sales Team § Grow faster §$$$

Situation Check § Do you have a website? § How is it performing? § What could be better? § Are you marketing? § Are you getting the results you want? § If not, why not? § What do you want to learn?

You Need a GOOD Website 52% OF VISITORS ARE ON MOBILE 97% OF PURCHASE DECISIONS ARE INFLUENCED BY YOUR WEBSITE (!) 50%+ OF WEBSITE VISITORS LEAVE A SITE THAT TAKES MORE THAN 3 SECONDS TO LOAD

Website Options

Build Options Easy: Site Builder Intermediate: Word. Press Hard: Custom Website

Site Builders Compared Wix Square. Space Shopify Weebly Price $11 -$29/mo $12 - $40/mo $29 -$299/mo Free - $25/mo Ease-of-Use Drag and Drop Hosting Included Best for: Brochure Sites E-Commerce Stores Brochure Sites

Wix

Squarespace

Shopify

Weebly

Building a Site from Scratch

My Choice: Word. Press

Why Word. Press? § Powers 28%+ of the internet § Easy to use § No programming knowledge required § Flexible – a Word. Press site can do anything § Plugin ecosystem § SEO Friendly § Free!

§ Blogs § Portfolios § Business websites § Job Boards Word. Press Use Cases § E-commerce § Business Directories § Membership sites § Nonprofits § Online courses § Q&A § Forums § And More § Wikis

§ Purchase a domain and hosting § Domains: Go. Daddy and Name. Cheap § Hosting: WP Engine and Fly Wheel § Select and install a theme How to Build a Word. Press Site § Install relevant plugins § Customize theme and content § Optimize for search engines § Submit to Google Search Console and Google Analytics § Go Live!

§Hire me §Up. Work How to hire a Developer §Codeable. io §Toptal §Local Agencies

Now What? What happens after you have a face-melting, totally awesome website?

1. What will you do online to drive business? 2. How will you do it? Digital Marketing Strategy 3. Why?

SEARCH ENGINE OPTIMIZATION PAY-PER-CLICK SOCIAL MEDIA MARKETING Marketing Channels EMAIL MARKETING

Search Engine Optimization (SEO) The act of producing content and optimizing your web presence to perform well in search engine rankings § #1 - Content creation § Meta tags § Keywords § Accessibility § Site speed § Backlinks § Mobile optimization § And much more

The Content Marketing Trifecta Entertaining Relevant Informative

Research • Use Ubersuggest and the Google Keyword Tool to choose keywords to target Plan • Plan the month’s content Write • Write articles that are valuable to your customer Format Publish • Paste the copy into Word. Press and format for SEO. See this article for details. How to Create SEO Content

Pay-Per-Click Paid advertising on search engines and social media sites to drive traffic and sales and increase brand awareness

PPC Pros and Cons Pros Cons Quick Results Targeting Expensive Short term results Easy to Measure and Track Skeptical Consumers

GET TRAINING BEFORE YOU START

§ Community building § Customer Engagement The Value of Social Media § Customer Support § Rabid Fans § Recruiting § Product Development § Local Business

Users: 2. 23 Billion Demographic: Varies Key Features: Consumer-oriented, mobile-heavy Focus on: Shareable content Marketing Tip: Contests and micro-videos

Users: 1 Billion Demographic: Trends under 30 and female Key Features: Hashtags = free distribution Focus on: Relatable, entertaining pictures and videos Marketing Tip: Use influencers to extend your reach

Users: 326 million Demographic: Varies Key Features: Text focus, high frequency Focus on: Engagement Marketing Tip: Reply to your followers and tweet directly at your audience

Users: 260 million Demographic: 30+ business people Key Features: Networking and recruiting Focus on: Written content on the Linked. In platform Marketing Tip: Join Linked. In groups your customers are in and establish yourself as a helpful expert

Users: 1. 8 Billion Demographic: Gender split based on topic, 12 -24 Key Features: Embedding and going Live Focus on: Regular content, great thumbnails and catchy titles Marketing Tip: Turn long content into a series

Other Social Media Sites

• Use Buzz. Sumo to research popular content and influencers Research • Look at what’s working and do it better • Plan the month’s content Plan • Look at events, holidays, seasonal activities, etc. • Use Canva to create content Create Research Batch • Photoshop if you have the skills • Research Twitter and Instagram hashtags with Hashtagify How to Create Social Media Content

Measuring Results

Know what works and scale your business § Google Analytics § Traffic § Sources § Popular pages § Bounce Rate (target under 50%) § Mobile vs. Desktop § Social Media: Insights § Paid apps at scale § Email Marketing § Open Rate § Clickthrough Rate Analytics

Conversion: visitor who completes a desired action Conversion Rate: the percentage of visitors who convert For statistically significant sample sizes A/B testing and experimentation to improve conversions Conversion Rate Optimization

§ Web Design § Word. Press § HTML + CSS § Graphic Design § Canva § Adobe Creative Cloud Recommended Tools (Photoshop + Illustrator) § Pay-Per-Click § Google Ads § Facebook Ads § SEO § Google Search Console § Copywriting § Scrivener (for long form content) § Google Docs § Social Media § Buzz. Sumo § Hoot. Suite § Hashtagify § Email Marketing § Constant Contact § Mailchimp § Analytics § Yoast Plugin for Word. Press § Google Analytics § Ahrefs § Facebook Business Manager § Ubersuggest § Google Ads § SEOptimer

§ Web Design § Code. Academy § Team Treehouse (recommended) § Free. Code. Camp § Social Media Marketing Learning Resources § Hoot. Suite Social Marketing Training § Hub. Spot Academy: Social Media § SEO § Hub. Spot Content Marketing Certification § SEO Training Course by Moz § PPC § Google Academy for Ads § Facebook Blueprint § Email Marketing § Hubspot Email Marketing Certification § Mail. Chimp 101 § Analytics § Google Analytics Academy

Questions?

Thank you!

§ https: //www. statista. com/statistics/241462/global-mobilephone-website-traffic-share/ § https: //www. marketingdive. com/news/google-53 -of-mobile -users-abandon-sites-that-take-over-3 -seconds-toload/426070/ Sources § https: //blog. hubspot. com/blog/tabid/6307/bid/5501/Resear ch-Shows-Websites-Influence-97 -of-Clients-Purchasing. Decisions. aspx § https: //www. wpbeginner. com/why-you-should-usewordpress/