Today’s Careers in Tech, Digital and OnlinebyAmanda Gabbert &Pat Niday

Web MarketingEngaging your audience online.

#TXCHANGE

Today’s Presentation...

• What is Web Marketing?

• What are the different tools of a Web Marketer?

• Who is a Web Marketer?

• How do I become a Web Marketer?

• Careers in Web Marketing

• Dos and Don'ts of Web Marketing

• Exercises/Scenarios

What is Web Marketing?

Web Marketing- A Formal Definition“Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising and sales. 

Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, email marketing, content marketing, mobile advertising, and Web 2.0 strategies.”

-Alan Charlesworth, Internet Marketing: A Practical Approach

Utilizing online tools and strategies to accomplish marketing goals, including:• Building Your Brand• Increasing Site

Traffic• Driving Online Sales• Engaging Consumers

Web Marketing – Basic Definition

Web MarketingExamples / Types?

Pay-Per-Click Advertising

Banner Advertising Advertising

Search Engine Optimization

Search Engine Optimization Copywriting

Keywords

Email Marketing

Analytics/Data Analysis

More on Web MarketingUnderstand why and how your audience uses technology and then start trying to align your communications efforts.” – Brian Reich & Dan Solomon

Instead of one-way interruption, Web marketing is about delivering useful content at just the precise moment the buyer needs it.” – David Meerman Scott, Marketing Strategist

Web Marketing Stats85% of customers search for local businesses online

Sources: Reach Local, Slideshare

75% of searchers never scroll past the 1st page of results

44% of smartphone owners use phones while in store aisles

Social Media has grown 712% in just 7 years

Web Marketing Stats

• Pay Per Click Specialist

• Search Engine Optimization Specialist

• Content Manager

• Analytics Expert

The Web Marketer Roles

PPC (Pay Per Click) DefinedPPC is internet advertising which directs traffic to websites and advertisers pay the publisher anytime the ad is clicked on.

• Advertisers will bid on certain keywords for search engines.

• Website PPC usually charges a fixed rate.

• Banner ads are PPC but advertisers settle on a price per 1000 displays.

PPC Search Engine Example

SEO DefinedSEO stands for Search Engine Optimization and is the process of gaining visibility for a website or web page in search results. It involves:

• Understanding what people are searching for

• Knowing how search engines work

• Identifying search engines used by an audience

• Optimizing website content (including keywords, HTML, page titles and descriptions)

• Promoting backlinks (related links coming from other web pages)

Pandora’s rankings are lower than

Grooveshark and last.fm.

Linking DefinedCreating opportunities to backlinks, or links from other websites which will drive traffic to your website.

Example:

Content Marketing DefinedContent Marketing creates a web presence for a company, person or brand. Content includes a variety of resources, such as press releases, blogs, social media, newsletters and videos.

Example: Coca-Cola

Analytics DefinedAnalytics is the discovery of patterns in data. Information gathered can then be applied to develop strategies and quantify performance.

Example of Website Analytics

Unidev website from November 18th-November 24th

A Day in the Life of a Web Marketing Professional

8:00am-Arrive at the office and review analytics for the previous week.

9:00am-Create and optimize content for a client.

11:00am-Post trending information to client social media outlets

12pm-Lunch

1pm-Create a blog post with links to optimize client site.

2:30pm-Develop PPC campaign strategy to increase web traffic for client

4:00pm-A client’s website analytics show low rankings. Develop new keyword and linking strategy to improve rankings.

5:00pm-End of day

Web MarketingJob Requirements/Skills?

Web Marketing Job RequirementsSkills:• Verbal and written

communications• Problem solving• Organization• Understanding of technology

and trends• Familiarity with social media• Experience with Google

Analytics and other data collecting tools.

Educational Background:• Bachelor’s degree in

computer science, marketing, communications or advertising

Best Places to Find Jobs/Internships

• Marketing Company• Web Design Company• Advertising Agency• SEO Company• Many companies have

internal marketing teams.• Entrepreneurs: Websites

are a must have. You can always optimize them yourself or start your own web marketing company.

Web Marketing Do’s and Don’tsSearch Engine OptimizationDo-• Apply SEO to all content• Target relevant keywords and

anchor them• Create catchy titles/headlines• Meta titles, descriptions and

tags should all flow• Social Media

Don’t-• Use SEO just for the website • Keyword stuff• Create long titles with jargon• Create choppy meta titles,

descriptions and tags• Create duplicate content

Web Marketing Do’s and Don’tsPay Per Click

Do-• Optimize regularly• Bid manually on keywords• Test often

Don’t-• Neglect updating keywords

and ad text• Automatic bidding on

keywords

Web Marketing Do’s and Don’tsAnalyticsDo-• Determine what you need to

track• Research the tools best for

your needs• Run reports and regularly

analyze data

Don’t-• Track everything• Use just any tool

Web Marketing Do’s and Don’tsLinkingDo-• Take advantage of guest

blogs and blogger outreach• Use social media to link back

to site• Update and manage link

campaign• Create profiles in directories

that are relevant to your audience

Don’t-• Use mass automated tactics• Embed the same links

repeatedly in the same piece of content

• Link to every directory

Web Marketing Do’s and Don’tsContent MarketingDo-• Use multiple resources such

as social media, blogs, press releases, etc.

• Use design to engage target market

• Relate to your audience and provide pertinent information

• Implement sharing for social media

Don’t-• Use every resource available.

Make sure it’s relevant to your industry.

• Only use design/images• Use all content to sell to your

audience

Your Turn!We put YOU in the

shoes of a Web Marketer

Writing for PPCScenario: You work for Reebok. Your

team wants to improve online sales of their “Ziglite” running shoes through pay-per-click advertisement.

Challenge: Write the copy for a Reebok pay-per-click advertisement on Google that appears when users search for the term “Running Shoes”.

Elements include:– Title– 2 lines of text (35 characters each)

Keyword Brainstorm for Gateway STEM

Scenario: You are helping your school to develop its new website. The web development team wants to increase its rankings on search engine results pages through SEO.

Challenge: Brainstorm with your group members the 5 keyword phrases the new Gateway STEM website will be optimized around. Be sure to consider the audience who will be doing the searching and what information they will be looking for.

Questions?

www.thenetimpact.com@TheNetImpact on Twitter

#TXCHANGE

Pat Nidaypatrick.niday@thenetimpact.com @patniday on Twitter

Amanda GabbertAmanda.gabbert@thenetimpact.com @AmandaGabbert1 on Twitter