How to create an effective digital marketing strategy by Tereza Litsa #348

Hi, and welcome to the SEO Podcast, Unknown Secrets of Internet Marketing. My name is Chris Burris, owner of eWebResults. I am Charles Lewis, your client results advocate. Welcome back to another fun-filled edition of our podcast. This podcast is number 348. 348. As always, we have a tip from our previous podcast, and that tip is create automated drip responses for new email subscribers. Now, once these people have already opted into your email, don't create more work for you by manually doing these things. Automate that, so they automatically get a response, automatically get the download, automatically get contacted for up to at least six emails, so that way you can stay in contact with your potential clients. Boom. Please remember, we're filmed live here in Houston, Texas, and Chuck and I here, we are your friendly local neighborhood top position snatchers. And our mantra is, do not be a douche. Don't be a douche. It is not a good look for you. So, we happen to be covering an article today, and that article is about? This article is from Teresa Litsa and the good folks over at Search Engine Watch. She posted this article, how to create an effective digital marketing strategy. How to create an effective, like not non-effective or one that won't work or one that has no value, an effective digital marketing, right? So, online marketing, internet marketing, website marketing, whatever you want to call it, and an effective digital marketing strategy. She got five tips. We'll look in and see what she's talking about. About to get into 2017, so it's about time to be thinking about that digital marketing strategy. Exactly. What is your strategy going to be for the next year? You should be working on that right now. Yes. If you're in a position to have some sort of electronic device, I don't know, say a cell phone, please tweet. You should tweet. What should they tweet, Chuck? You should be tweeting us at eWebResults at BestSEO Podcast. Use the hashtag, hashtag SEOPodcast. This is number 348. That way

we can follow you back and do all of our social networking stuff. Excellent. So, if this is the first time you've listened to the podcast, hi, howdy, welcome. Glad to have you. Yes, we are. If you've listened to this podcast before, then you- Glad to have you, too. Also, glad you're back. And, you know, we'll get through the potatoes here shortly. You'd also know what we're about to skip. The way this works is if we get 10 or more shikos. A shiko. That's an eWeb branded term for social engagement. It stands for shares, likes, or follows. Shiko. Yeah. If we get 10 or more of those on any one of our profiles, on any one of the platforms that are available, social media platforms. We'll go through those in a minute. And we get a review, then we skip the section where we tell you how you could leave us a review. We actually got 61 shikos on Best SEO Podcast. I was like, what? I had to double-check my numbers. I went back. So, that was- Yeah, I stopped following. I know I got more people to go back and follow back. Yeah. I was following, and I was like, okay, I have to get back to work now. Yeah. So, I'll get y'all before the weekend. 61 of those. That's awesome. We want to keep that going, and we did get a review. We actually had a really long review, so we'll get into those in just a second. We will tell you, though, how you can connect with us, because we appreciate it. And I think you're smart enough to figure out how to leave a review so that we don't have to tell you. The ways you can connect us are things like facebook.com slash eWebResults, youtube.com slash eWebResults, twitter.com slash eWebResults, instagram.com slash eWebResults, and linkedin.com slash company slash eWebResults. All of those will take you to our profile on those platforms, and please, you know, do the due diligence. Be social. Yep. Yeah, psycho us when you get there.

Ask us questions. Actually, we're on Facebook Live right now. Marcus has already asked us a question before the podcast got started. Chuck, like, dove right into it. So, and we got a big thanks chat from Marcus. Punch in the face to you, Marcus. Let's see. What's next? If you are a PHP genius or a WordPress guru, we're probably looking for you. Go ahead and submit your audio resume. You can submit that by calling 713-510-7846. If you would like a free, comprehensive website, profit analysis, you can get that on our website. We'll really dig into the nitty-gritty, maybe your website's not making as much profit as it could. If you would like that, then just go to eWeb. If your website's not converting well, it's not ranking well, it's not generating the type of funds you think it should, maybe you paid a lot of money for it and you haven't got that return, you need a profit analysis. Absolutely. You can get that by, again, going to eWebResults.com, press the green button that you can't miss. Do we have an AlgoCat? Do I have AlgoCat? I may have. No, I didn't put it as AlgoCat. It could have been. We're right on the edge. Yeah. All right. So, we do not have the favorite segment of the program, the Algorithm Cataclysm. So, we're going to go right into, let me do a little bit of news here. Okay. I've got, I just thought this was interesting. They're calling it the Amazon ad that's going after Trump. And I don't know if you've seen it. It's a priest or preacher collared guy. So, it's Catholic, so it's probably priest. And a Muslim, I can't even remember what they're called. So, the religious leaders of the Muslim groups. And so, they're just having coffee or whatever. And they both stand up and they're like, oh, my. So, it's like a joke, literally? Well, no, it's good. So, they stand up. I mean, but I'm saying that. You've got the priest, the mother, and the guy all having

coffee. It sounds like a joke. In this case, it's just two, right? And it turns out not to be a joke. But you are right. It sounds like a joke. They stand up and they're like, oh, my knees hurt. So, they each go onto Amazon. And you, of course, don't know what they order. They each open it up. And it's knee pads. So, right. So, then they show the Muslim guy in full prostration. And then the priest on his knees. And it's like, oh, that's kind of cool. So, they're buying gifts for each other. They are calling it the ad that's going after Trump with question mark. I just thought that was interesting. And it's a good ad. Airbnb is going to let you book excursions. So, it's not just that you get a place to sleep on somebody's couch, right? Oh, they won't know whatever. Yeah. It's also that they're going to actually hand curate excursions. And they gave a really cool example, which I can't. Oh, it was don't just visit with a jail where Nelson Mandela was. Get the tour from the guy who was the jailer responsible for watching him at the time. How cool would that be? That would be cool. We should sign up for that. And then Nintendo Sun and Moon sales handily beat the 3DS game sales record. These are Pokemon offshoots. I don't know what it is about Pokemon. I have just, I'm not on the wagon. But my son is, like, he's head over heels over Pokemon. He's like, Pokemon this, Pokemon that. Card, I need cards. Why don't you buy me cards? Where are the cards? Did you hide the cards? I gave my cards away. I traded these cards. How do I get my cards back? Like, do you have, does money buy, like, it's just Pokemon, everything, so. So, when my son was, the age of your son, my son was in the Scooby-Doo. Yeah. That was his thing. It was everything Scooby. Everything. Oh, he started talking like it. He was

just Scooby. That was his thing. And so, yeah, when you say he's all about, I get it. I can see him trying to catch a ball, literally. Yeah. Yeah. How do I, yeah. And it's not just the go, it's the cards. I don't know. I think I need to actually read the directions and sit down and play with them sometimes. So, I can. Understand it better. Understand what all the buzz is about. That's my news. I don't know if you've got a little bit of news. Yeah, I got some news. A little bit more internet focused news. Yeah. So, let's talk Facebook. Okay. We're going to get to Facebook now and we're going to come back to Facebook later in our blank stare. But right now, though, did you receive a notification that you had died? I did not. I was not one of the lucky ones. So, they had a bug that basically was going out to people and just turning their account to memorialized. And so, if you pulled it up, it said, you know, post a comment reflecting on the best times you had with this person, da, da, da, da. And it went out to hundreds of thousands of people's accounts. They were getting memorialized notifications. And so, thank you. It's just Facebook. It's just a bug. These people didn't really die. Didn't die. Yeah. Yeah. Apparently, there were some upset people about it. Mm-hmm. Here. This has got some more news right here. Let's go Twitter. Right? So, people would have a problem with the content that was coming through Twitter, right? Okay. Especially during the campaign cycle. Like, I was, I found myself blocking stuff. Like, stuff I just didn't feel like seeing. You got tired of seeing it. Exactly. So, Twitter rolled out some new features. They already had mute, right? Where you could, like, mute people. Certain people. Individual, yeah. Now, you can mute keywords. You can block hashtags. You can block conversations. And people. Punch in the face to Kevin Falker. And so, I thought that

was pretty cool. Yeah, yeah. So, Twitter appreciates you allowing me to control what's kind of coming down my timeline. Absolutely. And are there built-in kind of parental controls where you can control, like, curse words already? Yep. That's already there. Okay. That's already there. Let's talk Google. Yeah. So, they had a search bug. Problem with search. And so, what happened was, if you had a web page, and that page, let's say it was a blog post. Right. And it had a publish date, right? Like, November 18th, 2016, right? But, let's say we posted this blog today, but we embedded a YouTube video. Right. That was published, let's say, October 18th. Okay. 2016. Right. Then the Google bug inside the search results, when that page showed, it would show the publish date as the YouTube video and not the actual publish date of the post. Of the post. Interesting. It was a big problem, because they had people's rankings were dropping, some of their engagement went down, because all of the content on their homepage looked like it was years old, because it included old YouTube videos, even though it was new content. And so, they got some pretty good backlash, but Google did release a statement saying, they fixed it. They fixed it. Yeah. That was one thing. And my last piece, this news is, it actually addresses Google and Facebook. And this was basically kind of off of the claims after the election. Right. Right. After Trump won, there was a lot of claims that Facebook and Google had a lot to do with the influence by promoting fake news sites and this and that. So, the reality is, they did have a lot to do. Whether, you know, how intentional and all those things. It was still algorithmic. But, it absolutely, like, we talked about that even six or nine months ago, where they were saying, if you just did search, you know, search presidential candidate by either Trump or Hillary coming up first, then that would influence the person who looked at it

and go, oh, that's the more influential candidate. Yeah, so, they had that and then they had this influx of fake news sites and news stories, which was a double whammy. So, one, it was just that these fake sites had access. Right. And more important than access, that they were actually going through feeds and getting tons and tons of exposure. Right. So, that was the first flaw. Second flaw was that these same fake sites were turning around and making money using ads. And so, not only were they making money because they were selling ads on those fake sites, Facebook and Google was making money because those fake sites were participating in ad networks. Right. And so, it was like a double whammy. We pay you and we get paid with all of this false information. Fake information. Information. Yeah. That looks real. Huge problem. That looks really, really real. And so, Google and Facebook have now taken steps, and this is coming from TechCrunch, to address the challenge of false news. They said Google implemented a policy change that bars sites displaying fake news from using ads in Google Display Network. And so, if you're a fake site, you can't run ads through Google Display Network. That means no display ads, no remarketing ads, none of that stuff. It means no site. Yeah, exactly. And then, this is an attempt to cut off their potential revenue. Yeah. That's what you said. No revenue, right? And then, Facebook also updated its audience network terms to prohibit sites that feature illegal or deceptive content, fake news, from using its ads. So, punch in the face to Google and Facebook for really hearing the criticism. Yeah. And then, immediately taking action to change that instead of just kind of letting it be. They're, of course, denying that they had anything to do with the election. Which, of course, they should. Which, because it's algorithmic based, like you said earlier. It's just weird. Even if they did, they would still be denying it. Of course. And I'm certainly not in

the conspiracy camp. But, even if they did, they would be denying it. I did also, and you didn't touch on this, that Twitter at the same time had dropped off, what was it, alt news or alt something. I don't think it was alt news, but it was alt. It was a different, it was a news feed that they were syndicating content for. And it was a bunch of white supremacists out there blasting a whole bunch of crap. And so, they killed their accounts. Right? So, interesting. So, we had, this was, this is my last piece of news, is what could have been algal catering. Right. Right? And so, this was, you know, this is just Google just making more enhancements to cater to its users. First, they rolled out, you know, the animal sounds. Right. Right. We're talking about search results changes. Right. Then they rolled out the top 250 medical symptoms. Right. Right. So, you can search and get these answers in knowledge graph. Well, now they're still at it. Google has introduced a new feature to its search results will display upcoming air times for your favorite television show. So, you do a search. Wow. What time does this come on? There's your show times. There's the channel that comes on. If it's off there, it'll show you. If it's on there, it'll show you that. That's just kind of cool. Yeah. But, what's not cool about it, or I don't know how often I'll use it, because anytime I'm watching TV, the TV has a guide also. And that guide allows me to actually click what I want to watch. And this is probably coming. So, guess. So, this is one of the cool things. I've got the Note 4. Okay. The Note 5 doesn't have ultraviolet. Right? So, the Note 4, I did the geekiest thing. I may have shared it on the podcast. I'm pretty sure I shared it with you. I was at a little seminar. They couldn't figure out how to turn up the volume. So, I knew

how quickly it was. I pulled up the app on my phone, identified the TV. I knew it was a modern TV, so I just selected the last one, and I was like, doot, doot, doot, doot, doot, and I turned the TV up. That was one of the most awesome geeky moments, right, ever. So, it has an app, and I can search shows in it, and it knows that I'm U-verse, because I've told it that I'm U-verse. And so, I can go in, and I can, and it'll change the channel. So, I'm pretty sure Google will probably, it's coming. Yeah. I'm pretty sure these search results will likely even include access to online content for the same show. Yeah. Like, if this is available on Hulu or Netflix or something like that, those links will likely show. So, it'd be interesting if their new phone, the Pixel, has the ultraviolet built. It's UV, right? It's UV. UV built into it, because that might, you know, should have been intentional with this coming. Yeah, I mean, because. Oh, you're on a UV? Do you want to change that channel now? Or do you, you know. Record it? Exactly. So, you want to display this content on your mobile device. Yeah. Right? Because Xfinity has that capability right already. And so, it's coming. Yeah. It's coming. Google's going to get it right. So, that was all both of them. Yeah. It's cool. It's super, like, geeky cool. Yeah. Cool. All right. So, I've got a couple reviews here. Actually, literally two. The first one is, of course, Fire Sauce. This is from S. Anderson. It says, title is informative and entertaining. Love the podcast. Chris and Charles have a great combination of information and entertainment. Chris was professional and prompt in contacting me about the website analysis. Look forward to continuing to learn from you guys. Punch in the face to you. Thank you very much. All right. The next one is from Mallory Gnagy. Gnagy. Excuse me. And it is only four stars. Now, I think that

if you write this much and you do four stars, it really should count as five stars. Yeah. You wrote a five-star review. And it's good. I've gotten into this. All right. So, I'm going to read it quickly. I've listened to four or five of your podcasts. I love the enthusiasm both of you have, the occasional humor. The potatoes portion is not really valuable for your listeners. We get it. I understand why you feature reviews to encourage more reviews. But as a listener, it's why I unsubscribe from your podcast because it took away too long to get actual value adding info. I'd suggest switching out the 15 minutes of Q&A that demonstrates, oh, switching it out for 15 minutes of Q&A that demonstrates more of your thought leadership. You know, as a good example, Charles answered a Facebook Live question. We probably should have done that live in the podcast. That's a great idea. Allow your listeners to submit questions, which we do. Please submit questions or even real-life client situations about their own situations regarding content, SEO, and help provide answers. We do do that. Maybe you should have listened to more than four or five podcasts. Because your meat portion is sharing a curated article, not one you wrote, I think you'll see higher KPIs, key performance indicators. Depends on what you're looking for, what performance indicators you're looking for. Having created content of your own rather than just created will make you look like bigger experts, will create more listener loyalty, and you'll likely see a growth in audience and a decrease in drop-off. I also think you picked the worst absolute time to host for Facebook Live. Fridays are a terrible day. And for people on Central or Eastern time, you're cutting into our Friday evenings. Would love to see a time switch to a different day, a few hours earlier. I hope this helps you guys. I think you're awesome and appreciate the effort you put in. Hopefully, Mallory, you didn't unsubscribe and you're still connected. Punch in the face for

you for turning this in. That's a lot. But this podcast is earlier today. It is our goal to do 3.30. Are we earlier? No, I thought we started at 4. So. Last one was like 6. So earlier than we started last time. But not our target time. Yeah. And one of the reasons we actually recorded on Facebook Live, and it's actually being broadcast live on YouTube also, is one, so we can take advantage of that live audience. But two, so it can automatically be recorded and reposted. And so, you know, unfortunately, we're not going to be able to hit everyone's time zone and everyone's, you know, available time. But I appreciate you tuning in. Punch in the face to you. And, like, that's why it's recorded. Yeah. Go back and watch that. Thank you, Mallory. We appreciate it. We really appreciate the information. And you are going to see more of our own content and you are going to see more interviews. Yeah, we're working on that. Submit your questions. We actually had our own content probably once a month. Or we're trying to get to there. So we're working on it. And we've got the articles. We just need to pull them up and choose those, right? So, cool. Yeah, actually, it's a networking opportunity just so you can be aware. It's a networking chance for us to meet with some of the other artists who publish their decent content. Yeah. And so that's one of the reasons we go down that path. We'll be doing interviews, yeah. I got a punch in the face, too. And the articles. This punch in the face goes to Frances. Frances Bowman. Hit us up on Twitter. She says... Oh, she's a longtime listener. I've had conversations with her. Yeah, she says, literally, listen for years. For years. Awesome. She says, always useful info delivered in a lighthearted manner. Hashtag best SEO podcast at eWebResults. Punch in the face to you, Frances. Really appreciate you. That's what's up. Cool. All right. So I think that is the

potatoes of the podcast. It is time to get into the meat. Yeah, so this article was posted on Search Engine Watch by Teresa Litza. She posted this article, How to Create an Effective Digital Marketing Strategy, right? And Chris was just talking about that. As we're in this last quarter of the year, a lot of our clients and fans and people like that are starting preparing for the new year, right? Right. What does your digital marketing plan look like for the new year? What are you going after? What are you planning to accomplish? You plan on spending more money in paid or more money in social or more money in SEO or more money in email or what's your strategy going to be like? Now is the time for you to begin determining that, figuring what that is. And so come January, come the new year, you can hit the ground rolling. Matter of fact, Teresa starts off by saying 47% of businesses don't have a set plan or strategy for their digital marketing efforts. And this may affect their long-term goals. And this may affect their long-term goals. She says even the smallest business using digital marketing needs to document its strategy. And she's absolutely right. Look, if you're going to go into this new year with no strategy, with no plan, then you're going to have similar results that you had last year, which probably weren't great if you didn't have a plan last year. And I'll tell you this. Look, those who fail to plan, they plan to fail. I grew up learning this. My dad told me that for years. It wasn't until about five, six years ago it made sense. Right. But it's so true right now. If you fail to plan, if you don't consider how much foot traffic you want or how many online sales you want to get and how you intend to get those sales, how many, I don't know, newsletter subscribers you want. If you don't understand what those goals are and put a plan in

place to actually hit those goals, then you probably won't hit those goals. Yep. So when we talk five steps to a creative digital marketing strategy, she got five steps. The first one is number one, define. Yeah. She says define as in definition, as in figuring out what something is defined. She says define the goals for your business in a way that you become aware of the next steps needed to achieve them. She even asked these questions. What does your business want to improve or how can it turn the plan into action? And she's asking for definition here. This is when you sit back and you look at your business and figure out where do we need improvement in, right? So if a certain, I don't know, area of your sales were lowered and maybe that's where you want to improve in that. Or maybe, maybe, maybe you had a lot of negative reviews and you want to improve your, your appearance and your branding and your customer service. Well, that's a goal you need to set in your digital marketing strategy. The key is defining what area, uh, uh, what you looking to accomplish. This is what I added. What goals and objectives are you looking to get? Maybe you're a retail establishment, right? And so we're approaching the holidays and you want foot traffic or do you need to list foot traffic as your goal? List foot traffic, increased foot traffic as, as the objective in your digital marketing scheme, digital marketing foot traffic. Yeah. Checkers are offline or online, online, offline conversion. Like you can drive traffic to your store from the internet or maybe it's online sales or maybe it's contact form submissions and appointment set up or, or web leads. Just the key here is identify or in her case, define what that goal is, what that objective is. And so that way you can begin to strategize on how to actually meet that goal. Number two, number two, analyze, sorry. So number one, she says define number two is analyze,

right? And she says your, your analysis should help you learn more about your audience or your business or, or those goals or whatever, even existing, um, assets you have. She says you can also start by analyzing those existing assets and those existing assets. What's she talking about? She's talking about like the media that you have. We're talking digital media strategy. We're talking about your online strategy. So it's all about whatever digital media you can get to where there's owned media, right? So owned media would be your website or your social presence or things you can control, right? So first off, understand what media do you own? How many web properties do you have? How many social platforms are you a part of? How many email lists do you have? How many, you know, ads can you put out there? How many platforms can you do this at, that you have control over? That's the key. So understand, analyze what your own media is. Then understand, uh, analyze your earned media. So not owned, but earned. Earned media is media that was published in the digital stratosphere, uh, relevant to you that you earned. You didn't necessarily pay for it and you don't own it. So those would be like reviews or social shares or, or things like that, or, or guest blogging and PR and things like that. And so evaluate what your, what your, what your own, what your earned media is and figure out how you can improve that. And then she says, and check out what your paid media is, right? Where can you just put some dollars, put some resources and take advantage of the location and the presentation. Once you analyze what those are, then you can move forward with what you defined earlier. Yeah. Right. You, the step one was defining those goals and those objectives and what you want to accomplish. Right. Then you analyze how you can get it done. Right. The places you can get it done. And then you begin to work on the strategy.

So when you look at that previous data, one of the, I added was look at the last year, right? When you analyze this stuff, go look at your previous historical data. Right. How did these different types of media, your owned, your earned, your paid, how did they perform last year? What worked? What didn't work? Where could you have improved? What didn't work? Right. Right. What worked really, really well that you just need to rinse and repeat? What worked moderately that just needs a few tweaks? Understand those things so you can make the right adjustments. Matter of fact. I would also add, like, think about how you can synergize those, right? So one of them is earned, right? So reviews, are your reviews on your website? Exactly. Are they prominently on your website? There's a way to synergize those two together. Are you actively promoting those reviews? Yes. Right? Yeah. Are they in a drip campaign that you have to somebody who's just signed up for something? Hey, check out these reviews. Keep continuing to sell them. And if, you know, maybe even create, this is kind of a pro tip. Hey, can you write a better review than this? How was your service? Exactly. Boom. So understand that you've got to analyze the data. Yeah. Right? You have to analyze the data so you can understand how you move forward. If you don't have any information about how things happened, then you're not going to move forward in the right way. It's like if you fail a plan, let's say you define where you're going, you need the data to know where you're at. Because if you're north of your target, you need to go south. Yeah. And if you're south of your target, you need to go north. Yeah. And if you don't know where you're at, you're going, but don't know where you're at, yeah, you're not going to get there. That was deep. If you know where you're going, but don't know where you're at, which kind of makes it hard to

know where you're going. Yeah. Well, a lot of people are like, well, let me figure out where I'm at and then add 20%, add 30%. You might want to try a different strategy, which is figure out where you want to be, period. Irregardless of where you're at now, where would you like to be? And how, what is it going to take to get there? And then figure out where you're at and then, yeah. Make some changes. Yeah. Number three. Number three, plan. Right. So number one was define. We're talking five steps to help your digital marketing strategy. One was define. Two was analyze. Three is plan. Plan. Right. She says the documentation of those goals and assets that we talked about leads to the actual planning of the digital marketing strategy. She says, you know, how can you turn those goals into action? Right. You figured it out. Maybe that goal is foot traffic. How can you turn that into action? I don't know. You come up with some coupon that they can print off and bring to the store. You create some sort of incentive that incentivizes them for visiting the actual store. Maybe some exclusive offer that's only available in store and not online. Right. Those are things you can do to drive people to your goal of foot traffic. Or maybe your goal is a download or a subscriber. How can you, what can you put in place to increase people to do that? Yeah. Add some value to that download. Maybe a free something else that if they download this, you get that also. Or some coupon code that you can add that if you download this, you can get this coupon code to come back later and buy something else. The key is incentivize it. Give people a reason to take advantage of the action that you want them to take. That's in the planning stages. Matter of fact, then she says, what channel should you use? Right. When we're looking at those channels early, is this paid? Is this

earned? Is this, we're going to put this on the channel that we, that we manage ourselves. Just understand which channels going to work best for the objective you're trying to hit and then plan accordingly. You got to understand that. Matter of fact, and I wrote this on here. When you're during planning stages and we've seen this with other companies and even some of our clients who just kind of failed to miss the step right here. Be sure to share the plan with the parties that's involved. Once you finally do come up with this plan, like this is what we're going after and this is how we're going to do it. You need to share that with the people who are going to be affected by that plan. Like, I don't know. All of them. All of them. All of them. Like, like. Maybe your email provider. Maybe if it makes sense. They just might need to know. Right. Right. Like, for example, here, we have got a small, a small company, but a decent team. Right. Right. And so we have content writers on staff. Matter of fact, we have two of them. We have graphic designers on site. We've got project managers. We've got SEO guys. We've got programmers. And so when we get a new project, everybody needs to know who's doing what and why and when. Right. Right. And so meanwhile, we had a different client, for example, who decided to relocate, which was fine. Yeah. But they didn't tell their web company. And so we didn't find out until we got some return mail. Yeah. And it was like, hey, this mail came back and they said, oh, yeah, we moved. What? And so, yeah. So now we have to mad rush and update NAP and do all of these other things. And it would have been a great opportunity to actually pre-promote and say, hey, we're about to move. We would have made a campaign. We would have sold it and spun it in the right way where they could

have really capitalized off of it. But because of that lack of communication, of not planning effectively and sharing with all of the parties, it didn't get the maximum effect that it could have gotten. Yeah. So in planning, yeah, share with all of the parties and make sure that your plan is focused on those goals that you've defined already and that you've already analyzed. Right. Number four. Number four. Execute. So she said define, analyze, plan, now execute. Yeah. Right. She says, this is the step where planning becomes action. The more detailed the plan, the higher the chances to enjoy its execution and avoid any surprises. She's right. I wrote down, stick to the plan and follow through with it. Yeah. Even if things don't seem like they're going the right way, plans tend to happen like that. You may adjust a little bit. You can tweak it. Yeah. Matter of fact, she goes down and say, you need to be, you need to have room for experimentation and creativity. Yeah. Because you will come across more information that could be better or worse, frankly, and you need to have the flexibility to make that adjustment. The key is, execute. Don't get stuck in the planning stages where you're always planning and never executing because your peak season will pass by, you will miss opportunities, and then when you do get ready to execute, it may be time for a new plan. And so don't spend too much time planning. Spend some time in the execution. Better execute on something than on nothing because you can actually get data from something and make adjustments. Exactly. Number five. Number five. Last one. Measure. So she said define, she says analyze, she says plan, she says execute, and after you execute it, you have to measure. Yeah. You have to know what worked and what didn't work. She says the measurement of your digital marketing efforts can occur in every stage from planning to the definition of KPIs to the execution and analysis of what works and what needs

to be improved. Measure everything. Yes. Like everything. Like how many visits to what that level of engagement was to how many conversions you had to what your cost was. To how that cost could have been different. Like measured everything. You can never have enough data, especially when you're making decisions on how you're going to market moving forward. She says the digital marketing strategy can be the first steps towards a bigger plan for your business provided that you invest the time and the budget on it. So, and I'll close with this, man, your strategy should change, right? After you've done all five of these things and you're in that kind of measuring stage, your strategy should be changing. As you're measuring and looking at data, you should be going back and making adjustments, changing ad texts or changing landing page or making changes to the target demographic or maybe even changing the media that you're on. Maybe this will be more effective through a social campaign than it would be through email. Try a YouTube ad account. Yeah. Maybe this video will serve better on Facebook than YouTube. Like you have to be testing. You must be measuring and then tweaking that strategy as you move forward. So that way you can constantly be improving it. Man, punch in the face to you. Teresa Litsa and the good folks over at Search Engine Watch. She says how to create an effective digital marketing strategy. Good stuff. Yeah, I can dig it. I tweeted out to her. Hopefully she'll hit us back up. Really good article. Did we have any? We did have what news. Didn't we? Yeah, we did have some, some, some, uh. What news. Yeah, this is what news goes to Facebook. Yeah, man. Just talking about would this video work better on YouTube or Facebook, right? This came up this week with a client. Yeah, like we just don't know, right? So they've been miscalculating data. So what's going to get me is how they respond to this, right? Because as advertisers, we're

a nice-sized agency between all our clients. We've got a decent amount of spend going to Facebook every month. And if I'm basing what we spend and what our ads are going to do and how they're going to function based off of the data we're getting. And their numbers are wrong. And that's a problem. Yeah. Right, and so basically it miscalculated the number of completed video views, the total organic reach for business pages, and the amount of time spent on instant articles. So like. Overestimated. Overestimated. Yeah. So, so meaning everything was higher than it, everything was lower than it, than it was, um, than it was actually reported. Right. Okay, so, so they, yeah. They overestimated. Yeah. Yeah, so it wasn't really a million views. It was only 500,000. Right. Right? Big difference. Huge difference. I thought it was like a third in, like, over the 30, 60 days, it was a third higher and, or a third lower was the real data, or one third, and then like 50% or something. Yeah, it was, it was crazy. And the biggest problem, what I did find out was that they, um, they did not filter out duplicates. So people who had already watched the video before were getting counted twice and all that stuff. If they watched it again, yeah. Yeah, so I can go watch the same video three times, and they're going to report that as three views when it was really one. Yeah. Yeah, that's a problem. That is, that is not right. Yeah, so. What news? Facebook, get it together, man. All right, so, um, if you like this podcast, we ask you to do us just a little tiny favor. Uh, if you could share this podcast with three people that you know. So, if you're on Facebook, kind of share it. Yeah, share it. Throw it on your wall. You tag through your favorite people, share it on your wall, or one of their walls, frankly. Exactly. Maybe somebody who you think could benefit from this, like, hey, share, at

such and such. These guys are hashtag awesome. You should check them out. Perfect. I just gave somebody some great content. Use that. Yeah. Don't even think about it. Just use that. Just do it. We really appreciate it. Um, look, if you're looking to grow your business with the largest, simplest marketing tool on the planet. The internet. Call EO of Results for increased revenue in your business. Our phone number is 713-592-6724. We do have a referral program in place. What that means is if you send us a referral, they sign up, they pay their bill, we pay you. Yeah. That's how referral programs work. Remember, uh, if you are in a position, especially if you're in Houston, if you're not in Houston, there's still ways to participate. Go ahead and reach out to us. Uh, we are going to set a Guinness World Record. We will set this. I want you to raise your hand right now if you've ever participated in a Guinness World Record. I don't see anyone because it's a camera and you can't see anyone. I didn't hear anyone. Yeah, I didn't hear anyone either. Um, and every room that I've been in and asked that question, nobody raises their hand. This is your opportunity to participate in a Guinness World Record. We are going to set the record for the largest number of TV, yeah, the most TV interviews in a 24-hour period. That is a 24-hour period. Um, Facebook is, it's a 24-hour feed that we're going to have. We're going to put that on on Facebook. Facebook is estimating we're going to have half a million, uh, views. You want your business associated with this, um, reach out to us. Just go to upsocialnetwork.com. There is a pop-up and, uh, make sure you fill that out and connect with us. Take advantage. It's going to be awesome. And then if you're in the Houston area, make sure you stick around for UpSocial Network. It's the fastest growing network organization in the city of Houston. Um, let's see what's next.

Uh, is that skipping that? Uh, just remember we were filmed live here at 5999 West 34th Street, Suite 106, Houston, Texas, 77092. Uh, if you want a transcript, the video or audio of this podcast, you can find it at ewebresults.com. We are the number one SEO podcast, internet marketing podcast on iTunes. That is because of you, because of all you all, uh, because of your feedback, your questions, your input. Thank you very much for making us that. Uh, this, uh, the next podcast is going to be right before Thanksgiving. So, uh. We'll do that on Wednesday. Yeah, we'll do that on Wednesday. So, uh, thank you guys again. We'll see you next time. And until next time, my name is Chris Burris. To us, bye-bye for now. Slightly raised up, eyebrow high. I think she's gonna tell me. Balance check, balance check. Three, four, eight. Uh, SEO podcast 348. Moving forward if you love it or if you hate. So tune in today. We talking strategy. It's Chris and Chuck, man. Please don't be mad at me. Let's go. SEO podcast 348. Boom. Boom. Boom. Boom. Boom. Boom. Boom. Boom. Boom.