Digital Marketing for Everyone Writing, Analytics and Optimization

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18 Νοε 2013 (πριν από 3 χρόνια και 9 μήνες)

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1

Digital Marketing for Everyone

Writing, Analytics and Optimization

Eric Morrow


Step one: You need to know your GOAL. This is your yardstick


everything you do
is with the purpose of advancing towards the goal.

More than one goal is fine, but all
goals must be clearly and explicitly defined.


Goal Exercise:

What
do

you want to improve?






1.

Email Campaigns

a.

Lists

i.

Contains

all your people/customers
.

ii.

Add enough info about people to be useful

(
ie: are they
custom
ers,
website visitors, first point of contact, last point of contact
,
purchases
)

b.

Creating


campaigns


c.

Look and feel for emails

d.

Subject lines (open rates) and
Call to action

(click
-
through rates)

e.

Choosing an email provider (
I use MailChimp
)

f.

Split testing
subject lines, email content


Email Exercise
s
:


1) Who is going on your list? What info do you want to know about them?








2

2) Come up with three emails you want to send. Have two radically different subject
lines for each. Include the link or call t
o action.


A) Topic:

Subject line 1:

Subject line 2:

Call to Action:


B) Topic:

Subject line 1:

Subject line 2:

Call to Action:


C) Topic:

Subject line 1:

Subject line 2:

Call to Action:



3) Write an email.

Include
links

and a short description of
images

that you would
include.






















3

2.

Optimization

a.

Use data on performance to o
ptimize

to
wards your

goal
.


b.

What can be optimized? Everything! But normally: Website and Emails

c.

Some common
optimization
goals

i.

Website


A

certain action on page

(buy a ticket, signup for a
newsletter)

ii.

Emails


Opens and Click
-
throughs

d.

How to optimize? Split test! Create new content. Rearrange the UI
(graphics, design)


Optimization Exercise:


Why do I

care?
Start with

a customer que
stion you got in the last
week.


There’s
your blog post.


1) Come up with 3 topics that you could write about over the next three months.
Make the topics very specific. They should only explain ONE idea per post.


A)

B)

C)


2) Write a blog post (include a title)





















4








































5

3.

What are the different social channels and what are they good for?

a.

Facebook

-

Granddaddy. Unlimited users. Create pages for a business or
groups. Share all sorts of content, but mostly videos and pictures.

b.

Twitter



short messaging service. Have public “private” conversations.
Very good as a responsive tool.

c.

LinkedIn



platform for your professional self. Useful forums, frequently
connected with groups. Highlight your skills for other people to find.

d.

Pin
terest



Very artistic/creative. People can put Pins on Boards. Use to
curate what you find interesting, not just to promote your own stuff.
People will find and pin good content (all pictures) so take some good
pictures.

e.

Inst
agram



a photo newsfeed.
Similar to Pinterest but less browsing,
more of a newsfeed. Great for sharing photos of your work to your
followers, content gets stale a lot faster.

f.

Google+
-

limited people traffic, gearing up for SEO impact.


Promote

your blog post

in different channels


Facebook (300 characters)








Twitter (140 characters)

(Tip: Leave room for “RT: <user name>”)




Google
S
earch Engine
O
ptimization

(Title: 70 characters/Body: 155
characters)

(Title)

(Body)




Email Subject Line (50 characters)






6

4.

Analyzing website traffic

so you can build a better website

a.

What does better mean to you?

i.

Make it more effective at m
eeting your goals

ii.

Better at generating visitors

iii.

Better at c
onverting visitors to customers

b.

Where do my visitors come from?

c.

What do they

do on my site?

d.

When do they leave?


Web traffic Exercise:


What is your goal? What do you want visitors to do when they come to your site?


Write a paragraph talking about where your visitors come from, what
they will

do
on your site and what you want
them to do before they leave. Be specific and tightly
focused.

Go step by step, explaining the purpose of different content.

Explain what
value visitors get from using your site.


















E
XTRAS


Join the Facebook group for answers to student
questions and highly curated digital
marketing content from around the web.


http://www.facebook.com/groups/DigitalMarketingForEveryone/


My book, “Digital Marketing for Everyone,”

is available

on Amazon in Print and
Kindle versions:
http://amzn.to/UXT2aL


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5.

Rules for Writing for the Web

The keys to writing everything: speak fearlessly from the heart, get to the point
immediately, keep the message

simple and focused, and use the fewest words you
can.

-

Vivek Wadhwa

a.

Rule #1: Make your readers care

b.

Add value and educate your readers

c.

Keep your writing short, simple and substantive

d.

Avoid big words or jargon

e.

Meet your audience where they are. (Beginner

to advanced)

f.

Follow your customers journey, write for all steps of customer journey

g.

Frequency


Doesn’t matter! Be relevant and interesting

h.

Length


Like a Miniskirt


Long enough to cover the subject, but short
enough to keep it interesting

i.

Build editor
ial calendar, if you want, with themes

j.

Where writing happens:

i.

Social media sites

ii.

Emails

iii.

Web pages, product pages, Apps

iv.

Blog

v.

Search results

vi.

Intro videos

vii.

Tag lines

k.

Where writing gets read

i.

Computer

ii.

Tablet

iii.

Smart phones


6.

Writing checklist
-

Oldies but goodies

O
ne idea per paragraph


Break up blocks with headings and subheadings


Meaningful headings (not clever or cute)


Use bullets sparingly (to highlight key details)


Be direct, use the active voice


Use short, declarative sentences (makes a statement)


Use short, real, everyday words


Write for humans not machines

(how you would
actually talk)


Be brief for headlines, and allow space for re
-
sharing message


Make links count with descriptive keywords


Have a point of view, a personality, CARE about
what you’re writing about


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