SEO Organic Search Optimization

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The anatomy of Digital Marketing

• How all the pieces fit and work together

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Digital marketing is
.. too many things to even mention in a 1 hour
presentation. So we will be focusing on aspects
of digital marketing that have the greatest
opportunity to impact small and mid sized
businesses ability to compete. I break digital
marketing into two fundamental components
Traffic Generation and Traffic Conversion.
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Traffic Generation

• Getting customers to engage with you begins with
  the visit. The following are the most utilized
  digital channels for generating that visit.
• Search Marketing
• Display Marketing Retargeting
• Affiliate Marketing
• Lead Generation
• Email/SMS Marketing
• Social media Marketing

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Search Marketing
Paid Search Marketing is the process of gaining
traffic by purchasing ads on search engines. It
is sometimes referred to as CPC (cost-per-click)
or PPC (pay-per-click) marketing, because most
search ads are sold on a CPC / PPC basis. Search
Engine Optimization is the process of getting
traffic from the free, organic, or natural
listings on search engines. All major search
engines (Google, Yahoo and Bing) have such
results, where web pages and other content such
as videos or local listings are shown and ranked
based on what the search engine considers most
relevant to users.
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Display Marketing
Display advertising is graphical advertising on
the World Wide Web that appears next to content
on web pages, IM applications, email, etc. These
ads are generally paid for on a cpm (cost per
thousand impressions) basis but can be paid for
in other ways/ These ads, often referred to as
banners, come in standardized ad sizes, and can
include text, logos, pictures, or more recently,
rich media. Rich media, synonymous for
interactive multimedia, is enhanced media that
utilizes a combination of text, audio, still
images, animation, video, and interactivity
content for active participation from the
recipient of the ad.
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Retargeting
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Affiliate Marketing
In many ways affiliate marketing resembles
display. The difference lies in the relationship
between advertisers and publishers, and
performance based costing. An advertiser is a
company selling a product or service. A
publisher is an individual or company that
promotes an advertisers product or service in
exchange for earning a commission. Advertisers
contractually agree to work with a publisher,
then the publisher incorporates creative from the
advertiser into their website.
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Lead Generation
A lead is a person who has in some way, shape, or
form indicated interest in your company's product
or service. To describe the channel most simply,
in a lead generation program you pay someone to
provide you with a lead. Less simply, lead
generation describes the marketing process of
stimulating and capturing interest in a product
or service for the purpose of developing a sales
pipeline. Lead generation often uses digital
channels, and has been undergoing substantial
changes in recent years from the rise of new
online and social techniques.
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Email SMS Marketing
Email marketing is an efficient way to stay
connected with your clients and to promote your
business. In my experience, email marketing,
when done correctly, generally has the highest
ROI of the digital channels. Email marketing,
like SMS, marketing tend to be more retention
oriented than acquisition oriented. SMS
marketing is done using a mobile device to
transfer marketing information to consumers. It's
an area that is gaining a great deal of interest
by businesses both small and large. Currently 70
of the world population now have a mobile phone.
In the United States, 9 out of 10 people carry a
mobile device.
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Social Media
Social media marketing programs usually center on
efforts to create content that attracts attention
and encourages readers to share it with their
social networks. A corporate message spreads from
user to user and presumably resonates because it
appears to come from a trusted, third-party
source, as opposed to the brand or company
itself. This can be a low cost channel to
dabble in but can also be difficult to
determine the value of, and validate ROI.
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So, if you used all the channels We just
discussed, and did so flawlessly, but sent
everyone to a bad website how effective would
the marketing be?
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Traffic Conversion
Traffic conversion is about getting site visitors
to interact with you in a manner that you deem
valuable. In most cases that means engaging in a
commercial transaction, in others it could simply
mean filling out a form or signing up for an
email list. You define what is valuable to
you. The discipline of traffic conversion
optimization begins with developing an experience
for the user that is enjoyable, intuitive, and
effectively delivers the information that they
are in search of. In no small way is this
effected by the device that they are using to
access these assets The most common starting
point for these activities is the company website
but extends out to include landing pages,
micro-sites, and the business social pages.
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Websites and Landing Pages

• Keys to Effective Digital Assets
• Good visual design
• Phone and tablet friendly 
• Solid content strategy
• Intuitive Navigation
• Calls to action 
• Credible
• Common Mistakes
• Too little or too much content
• Stale content
• No photos or bad photos
• Looking illegitimate
• Poor or boring visual appeal

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Mobile Apps
A mobile app, short for mobile application, or
just app, is application software designed to run
on smartphones, tablet computers and other mobile
devices. Development costs for apps can be as
little as 2500 but can be more than 100k. Apps
are available through distribution platforms,
which began appearing in 2008 and are typically
operated by the owner of the mobile operating
system, such as the Apple App Store, Google
Play, Windows Phone Store, and BlackBerry App
World. Some apps are free, while others must be
bought. For apps with a price, generally a
percentage, 20-30, goes to the distribution
provider (such as iTunes), and the rest goes to
the producer of the app.
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So, What should you do?

1. Make sure your web assets really work in todays
   environment
2. Responsive Website
3. Use landing pages to align experience with
   campaigns
4. Keep Relevant
5. Start doing with SEO in mind but do not count
   on it in the short-term
6. Experiment find channels that immediately
   generate value
7. Paid Search
8. Email
9. Social Media
10. Get comfortable with web analytics and use it to
    drive decisions

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Questions
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Get in touch
Martin Pippin Digital Cusp
Martin Pippin is a University of Tennessee MBA,
with extensive online experience. He has worked
in the digital trenches in Consumer Products
Goods, Big Ecommerce, and Consumer Finance, as
well as other industries to lesser extents. He
has managed 8 figure digital sales portfolios and
7 figure digital marketing budgets.
www.digitalcusp.com
_at_digitalcusp linkedin.com/in/martin.pippin plus
.google.com/107010650465447539533
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