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The Business and Management of SEO and Digital Advertising

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This deck is from Janet Driscoll Miller's, president and CEO of Marketing Mojo, presentation at James Madison University in 2016.
http://marketing-mojo.com/blog

This deck is from Janet Driscoll Miller's, president and CEO of Marketing Mojo, presentation at James Madison University in 2016.
http://marketing-mojo.com/blog

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The Business and Management of SEO and Digital Advertising

  1. 1. @marketingmojo | marketing-mojo.com THE BUSINESS AND MANAGEMENT OF SEO AND DIGITAL ADVERTISING Janet Driscoll Miller President and CEO Marketing Mojo
  2. 2. @marketingmojo | marketing-mojo.com ABOUT ME • Graduate of JMU • Founded Marketing Mojo in 2005 • Expert in SEO, digital advertising, content marketing, analytics • Speaker and writer
  3. 3. @marketingmojo | marketing-mojo.com ABOUT MARKETING MOJO • Originally founded as Search Mojo • Demand generation marketing firm founded in 2005 › Search engine optimization (SEO) › Digital advertising management » Pay-per-click advertising management (PPC) » Social media advertising › Content marketing › Marketing automation › Analytics consulting • Headquartered in Charlottesville, VA › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more (UVA, JMU, Penn State too!)
  4. 4. @marketingmojo | marketing-mojo.com OUR CLIENTS
  5. 5. @marketingmojo | marketing-mojo.com Each platform has its unique strengths and purpose.
  6. 6. @marketingmojo | marketing-mojo.com SEARCH ENGINE MARKETING
  7. 7. @marketingmojo | marketing-mojo.com WHAT IS SEARCH ENGINE MARKETING (SEM)? • Search Engine Optimization (SEO) › Act of improving “natural” result rankings on search engines via tactics that adjust elements that are important to search engine algorithms • Paid Search Advertising › Also known as “sponsored results”, advertising that appears to the top, bottom, or side of search engine natural results › Typically cost is generated on a “pay-per-click” model (often called PPC), where advertiser pays for each click a searcher makes on an ad, vs. the traditional online marketing method of “cost per impression”.
  8. 8. @marketingmojo | marketing-mojo.com ANATOMY OF SEARCH RESULTS GOOGLE
  9. 9. @marketingmojo | marketing-mojo.com
  10. 10. @marketingmojo | marketing-mojo.com
  11. 11. @marketingmojo | marketing-mojo.com WHY SEO?
  12. 12. @marketingmojo | marketing-mojo.com IT’S HOW PEOPLE FIND SITES
  13. 13. @marketingmojo | marketing-mojo.com STEP 1: CRAWLING AND INDEXING (READING)
  14. 14. @marketingmojo | marketing-mojo.com
  15. 15. @marketingmojo | marketing-mojo.com
  16. 16. @marketingmojo | marketing-mojo.com STEP 2: THE ALGORITHM (RANKING)
  17. 17. @marketingmojo | marketing-mojo.com
  18. 18. @marketingmojo | marketing-mojo.com
  19. 19. @marketingmojo | marketing-mojo.com
  20. 20. @marketingmojo | marketing-mojo.com
  21. 21. @marketingmojo | marketing-mojo.com
  22. 22. @marketingmojo | marketing-mojo.com DIGITAL ADVERTISING
  23. 23. @marketingmojo | marketing-mojo.com SOCIAL IS NOT SEARCH INTENT (SEARCH ENGINES) IDENTITY (SOCIAL MEDIA)
  24. 24. @marketingmojo | marketing-mojo.com THE INTENT CHALLENGE • “Social Media Management Software” › Enterprise level product: 12 months/$100,000 commitment • But WHO searches using this term?
  25. 25. @marketingmojo | marketing-mojo.com
  26. 26. @marketingmojo | marketing-mojo.com
  27. 27. @marketingmojo | marketing-mojo.com
  28. 28. @marketingmojo | marketing-mojo.com WHY LINKEDIN FOR B2B? B2B REACH. • World’s largest, most popular professional network • Over 380M members worldwide
  29. 29. @marketingmojo | marketing-mojo.com WHY LINKEDIN FOR B2B? TARGETING OPTIONS. Demographic Targeting Options Location Continent Country State City Companies Name Industry Company size (also exclude current customers) Job Title Title Function Seniority School School Name Field of Study Field of Study Degree Degree Skills Skill Name Group Group Name Gender Gender Age Age
  30. 30. @marketingmojo | marketing-mojo.com
  31. 31. @marketingmojo | marketing-mojo.com
  32. 32. @marketingmojo | marketing-mojo.com AD PLACEMENTS ON FACEBOOK
  33. 33. @marketingmojo | marketing-mojo.com TARGETING BY OBJECTIVE
  34. 34. @marketingmojo | marketing-mojo.com FACEBOOK TARGETING OPTIONS Demographic Targeting Options Location Continent Country State City Companies Employer Name Industries Office Type (ex: home office) (also exclude current customers) Job Title Title School School Name Field of Study Field of Study Education Level Degree Currently in School App Users Current app users App not currently installed Gender Gender Age Age
  35. 35. @marketingmojo | marketing-mojo.com HOW TARGETED CAN YOU BE WITH FACEBOOK MOBILE?
  36. 36. @marketingmojo | marketing-mojo.com ANALYTICS
  37. 37. @marketingmojo | marketing-mojo.com Analytics tells your story. It tells you what is working and, just as importantly, what is not.
  38. 38. @marketingmojo | marketing-mojo.com TAGGING IS PARAMOUNT • Google Analytics URL Builder › https://support.google.com/analytics/answer/103 3867?hl=en • Assign source, medium, campaign, etc. and pass that data to Google Analytics
  39. 39. @marketingmojo | marketing-mojo.com BUSINESS MANAGEMENT
  40. 40. @marketingmojo | marketing-mojo.com
  41. 41. @marketingmojo | marketing-mojo.com MANAGING EXPECTATIONS
  42. 42. @marketingmojo | marketing-mojo.com CORRELATION ≠ CAUSATION
  43. 43. @marketingmojo | marketing-mojo.com CORRELATION ≠ CAUSATION
  44. 44. @marketingmojo | marketing-mojo.com CORRELATION ≠ CAUSATION
  45. 45. @marketingmojo | marketing-mojo.com CONTRACTS
  46. 46. @marketingmojo | marketing-mojo.com CONTRACTS • Think of contracts as simply documenting a mutual agreement • Critical for protection
  47. 47. @marketingmojo | marketing-mojo.com HOW WILL YOUR CONTRACTS BE STRUCTURED? • Project-based › Definite start and end • Retainer-based › Ongoing › Predictable revenue › Less selling
  48. 48. @marketingmojo | marketing-mojo.com FINANCIAL BREAKDOWN 2014 52% 48% Revenue by Type New Renewal
  49. 49. @marketingmojo | marketing-mojo.com PROJECT MANAGEMENT
  50. 50. @marketingmojo | marketing-mojo.com Websites rarely launch on time. It’s a result of poor project management.
  51. 51. @marketingmojo | marketing-mojo.com Businesses are created to make profit. Make sure each project is profitable.
  52. 52. @marketingmojo | marketing-mojo.com Profitability can only be achieved if time/cost is tracked along with the project.
  53. 53. @marketingmojo | marketing-mojo.com Being unprofitable on a project is the equivalent to paying the client for the privilege of working on the project.
  54. 54. @marketingmojo | marketing-mojo.com Is your staff fully utilized?
  55. 55. @marketingmojo | marketing-mojo.com BUDGETING
  56. 56. @marketingmojo | marketing-mojo.com The most important thing in any business is cash flow.
  57. 57. @marketingmojo | marketing-mojo.com Hire a finance manager.
  58. 58. @marketingmojo | marketing-mojo.com No single client should make up more than 15% of your total annual revenue.
  59. 59. @marketingmojo | marketing-mojo.com
  60. 60. @marketingmojo | marketing-mojo.com MANAGEMENT
  61. 61. @marketingmojo | marketing-mojo.com TYPES OF MANAGEMENT IN A DIGITAL AGENCY 1. Project management 2. Client management 3. People management
  62. 62. @marketingmojo | marketing-mojo.com
  63. 63. @marketingmojo | marketing-mojo.com CONTACT INFO JANET DRISCOLL MILLER President and CEO Marketing Mojo 434.975.6656 x101 jmiller@marketing-mojo.com @janetdmiller +JanetDriscollMiller

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