Search & Online Marketing Manager Scott Mowery of Cleveland Clinic presented "Marketing in the Digital Era" to the Cleveland chapter of the National Black MBA Association on April 12, 2012.

1. Marketing in the Digital Era
Scott Mowery
Search & Online Marketing Manager
Cleveland Clinic
April 12, 2012

3. The Lines Are Blurring
Search Engine
Optimization
(SEO)
Web Analytics Paid Search
(PPC)
Email and
Marketing Integrated Online Media
(Display,
Automation Digital Affiliates, etc.)
Marketing
Creative, Content
Social Media
and Website
Development

4. Don’t Be a One-Trick Pony
Well-Rounded Marketers Think Smarter and Move Faster

5. The Joy of Cooking Digital Marketing
Use These 10 Ingredients…

6. Ingredient #1:
Make Your Site
Accessible to
Search Engines

7. Search Engine Marketing
Increasing
visibility on
search engine
result pages
Organic Results
(SEO)
Paid Listings
(PPC)

8. US Search Engine Market Share
Over 18.2 billion
total searches
per month!
Source: ComScore.com totals for Dec. 2011

9. Why Consumers Use Search Engines
• “Digital Advice” offers reassurance
• Make empowered, informed decisions
• Find correct, complete info
• 24/7 access
• Useful in all stages
Awareness
of purchase cycle Loyalty
Selection
Familiarity
Consideration

10. Universal Results

11. There’s More to Search Than Google…

12. Everybody is Part of the SEM Team
Marketing
Sales
IT
Copywriters
Media Relations
Designers
Analysts

13. Limitations of Search Engines

14. Keep URLs Clean and Simple
http://www.joann.com/storage/scrapbook-storage/paper-organizers/

15. Shallow, Logical Site Architecture
Home Page:
Women’s Health
Category Page:
Women’s Health
Conditions
Subcategory:
Menopause
Detail Page:
Medical Procedures That
Cause Menopause

16. Ingredient #2:
Develop a
Keyword Strategy
That Fits Your
User’s Needs

17. What’s the Ideal Keyword?
• High volume of monthly searches
• Low number of optimized competitors
• Provides strong conversion and value

18. Keyword Research Basics
• Brainstorm ideas for root terms
• What’s used by the competition?
• Use modifiers, descriptors, extensions
• Group into common themes/buckets
• Expand with keyword tools
• Throw out negative terms

19. The Long Tail of SEO
Lots of search
volume & competition;
Low conversion
Cancer
Limited search
volume & competition;
Prostate Cancer Higher conversion
Prostate Cancer Treatment
Chemotherapy Treatment
for Prostate Cancer

20. http://searchengineland.com/seotable

21. Ingredient #3:
Map Keywords
to Pages

22. Descriptive HTML Text is Necessary
How much readable text is on this page?

23. Title Tags
• #1 on-page ranking
factor
• Unique for each page
• Starts with primary
keyword phrase
• 65 characters or less
(incl. spaces)

24. Think Like a Customer
Title Tag:
“Basketball – Men’s Footwear – Dick’s Sporting Goods”

25. Think Like a Customer

26. Meta Description
• Engaging, accurate description of page
• Unique for each page
• Includes primary keyword phrase
• Length: 155 characters or less (incl. spaces)
• Makes a difference on clickthrough rate

27. On-Page Content
• Sprinkle keyword
throughout page title,
body copy, headings and
images
• Use synonyms/acronyms
• Avoid keyword stuffing
• Sniff test: read it out loud
• Cross-link to relevant
pages with keyword-rich
links

28. Who Cares How We Rank for This?
Click Here

29. “Combo Approach” to Keywords
• Total Hip Replacement Surgery
• Total Hip Replacement
• Hip Replacement Surgery
• Hip Replacement
• Hip Surgery

30. Ingredient #4:
Don’t Settle for
Good Content.
Make Your
Content Great!

31. Which Content Would You Like?
“Good” Content “Great” Content
• Satisfies user needs • Exceeds user
• Written by a human expectations
• Not copied from • Produced by
elsewhere outstanding writers
and designers
• 1-2 pages long
• May use video, audio
• Free of grammar,
and images to
spelling and
enhance copy
punctuation errors
• Provides unique
• Similar to other sites
insights and info
• “I have to share this”

32. Become a Content Hub
Content Sources Content Bank
• Coworkers • Industry News/Data
• Patients • Unique Research
• Competitors • Timely Analysis
• News/Media • Product Information
• Blogs • Multimedia Content
• Social Media • Discussion/Interaction
• Vendors • Offers/Promotions
• Government • Humor/Human Interest
• Events • Presentations/White
Papers/Infographics

33. Ingredient #5:
Boost User
Satisfaction with
Strong Design
and Usability

34. First Question You Must Ask:
What do you need
your site to do?

35. Can Users Answer 3 Questions?
Where am I?
What can I do here?
Why should I do it?

36. Usability and Design Basics
• Design for people,
not search engines
• Understand your
user’s expectations
• Define user needs
• Leave a scent
• Ask for feedback
• Read this book

37. Usability Varies by Device

38. Mobile’s Impact is Increasing

39. HowToGoMo.com

40. Gauging User Feedback

41. Ingredient #6:
Make it Easy for
Others to Help You
Gain Traction

42. Develop Multiplatform Content
• Mobile
• Video
• Audio
• Blog
• Email
• Webinar
• Lead Generation

43. Two Types of Digital Marketing
Inbound Interruption
Marketing vs. Marketing
Marketing that Marketing that
relies on stops us from
earning people’s doing what we
interest rather want so it can
than buying it sell us stuff we
may not need

44. Spread it thru Inbound Marketing
Webinars Blogs RSS
Direct Traffic Interviews
SEO
Q&A Articles Comments
Email Research Video
Apps
White Papers
News/Media/PR Presentations
Social Media
Forums Infographics
Podcasts
Content Syndication Referral Links
Word of Mouth

45. Ingredient #7:
Win the Popular
Vote with Links &
Social Media

46. The “American Idol” Effect
More inbound links and shares = more votes of authority

47. What Makes a Good Link?

48. Sharing Counts for SEO

49. Don’t Pay for Links

50. Ingredient #8:
Master Web
Analytics to
Gain Actionable
Insights

51. Web Analytics 2.0
Clickstream
The What
Multiple Outcomes
Analysis The How Much
Experimentation
& Testing
The Why
Voice of
Customer
Competitive
The What Else
Intelligence
Insights
The Gold!
Source: Avinash Kaushik, Web Analytics 2.0

52. Web Analytics Points of Emphasis
• Quantifiable outcomes
• Segment your data
• Fact-based decision making
• Actionable insights

53. Most Important Metric: Conversions

54. Ingredient #9:
Develop a Web
Analytics Toolbelt

55. Google Analytics
It’s Free and Takes 5 Minutes to Install – Google.com/Analytics

56. Google Webmaster Tools
http://www.google.com/webmasters/tools/

57. Google Places for Business
N
A
P
http://www.google.com/placesforbusiness

58. Google Keyword Tool
http://adwords.google.com/select/KeywordToolExternal

59. http://www.google.com/insights/search

60. www.opensiteexplorer.org

61. Track Keyword Rankings
http://www.brightedge.com

62. Ingredient #10:
Build a Better
Mousetrap

63. Examples of Desired Behaviors
• Complete a form • Connect
• Opt-in • Download
• Site Engagement • Free Trial/Sample
• Share • Go to a store
• Join
•Buy

64. Always Ask Yourself:
…and then what?

65. Internet Funnel
Digital Consumers
Attract: Visit Site from Google
Engage: Positive Site Experience
Convert: Lead Generation
Buy:
Customers/Sales

66. Lead Nurturing thru Drip Emails

67. Don’t Be Afraid to Fail Faster

68. Conversion Rate Optimization:
Discover | Test | Measure | Repeat
• Ad Creative • Geotargeting
• Photos • Page Length
• Videos • Calls to Action
• Lead Generation • Promos/Offers
• Webinars • Email Newsletters
• Infographics • Blog
• Slideshows • Apps
• Testimonials • Checkout

69. Landing Pages
• CTA: Downloadable
treatment guide and
trackable phone #
• Track visits, leads
and ad spend to
keyword level
• Lead receives follow
up email(s)
• Match leads to
customers and sales

70. Sample Landing Pages
Valve Surgery Epilepsy Breast Cancer

71. Google Website Optimizer

72. Don’t
Forget
Dessert…

73. Unbounce Online Marketing Guide
http://try.unbounce.com/noob-guide-pdf/

74. More Recommended Resources
• Cleveland Web Association (webassociation.org)
• SEOmoz.org blog
- SEO Beginners Guide: http://bit.ly/GzNAaZ
• Search Engine Land & Marketing Land
• Mashable.com
• MarketingSherpa.com
• Google blogs and HowToGoMo.com
• Avinash Kaushik
• Pinterest Infographics
• “An Hour a Day” Books by Sybex
• Twitter hashtags
- #sem, #seo, #ppc, #ganalytics, #email

75. Thank You!
Scott Mowery
Search & Online Marketing Manager
Cleveland Clinic
mowerys@ccf.org @scottmowery