Planning an Effective Digital Marketing Strategy by Katy Katz #318

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 is podcast number 318. As always, we do have a tip from our previous podcast, and that tip is use video to reply directly on social media for better engagement. Look, if you want to add a real personal touch and increase your social engagement, use video to talk directly to the people you're responding to. Video like this. All right, please remember, we are filming live here from Houston, Texas, and we are your friendly local neighborhood top position snatchers. And our mantra is... Do not be a douche. Do not be a douche. We've got a wonderful article for you today, Planning an Effective Digital Marketing Strategy. Yeah, punching the face to... Back to the basics. And she really punched in the face to Katie Katz and the good folks over at Search Engine Journal posted this article. We're going to get back to some digital marketing basics. Really, SEO PPC is what she kind of covered, and so we'll dig into that in a minute. SEO PPC, that is the basics for sure. Hey, if you have some sort of device similar to the one that Charles Chuck, the SEO rapper, is holding in his hands right now... You should do exactly what I'm in the process of doing right now. I even added an image to it. If you do that, that'll definitely get you a punch in the face next week. But be sure to tweet us, at BestSEOPodcast, at E-WebResults. Use hashtag SEOpodcast. That way we can follow you back and do all of our social networking stuff. Excellent. If this is the first time that you've listened to this podcast, howdy. Welcome to Houston, Texas. Glad to have you. Thank you. We're so happy you're tuning in. And if you've listened to this podcast before, then you know that we're about to skip this. You'll

also notice that there is no tear tattoo. They have all been removed, and I did not need to add one this week. The section we're going to miss is, if we get more than, and this is how it works, if we get more than 10 shikos... Shares, likes, and follows... ...on any one of our platforms, and we get a review, then we don't go through the rigmarole of expressing to you how you can write a review. Exactly. So, go write a review. Stitcher.com is preferred. What we will do, though, is tell you how you can shiko us. There's a myriad of ways. One of them is Facebook.com slash... E-WebResults. YouTube.com slash... E-WebResults. Twitter.com slash... E-WebResults. Instagram.com slash... E-WebResults. LinkedIn.com slash... Company slash... E-WebResults. All of those will take you to our social media platforms, or other people's social media platforms, where we have our... You got it. Yeah, just shiko us when you get there. Hey, if you're a PHP expert or a WordPress Google, we're probably looking for you. Hit us up. So, go ahead and call in with an audio resume, 713-510-7846, if you would like a free, comprehensive website analysis. Keyword, free and comprehensive. Yes. Rarely come together. They do in this case. Free website analysis. All you need to do is go to our website, E-WebResults.com, and you will find a link to that. So, just so you know, we've been informed that our fans, our listeners, were very disappointed that we did not mention last time that there was no algorithm cataclysm. Yeah. So, we'll make sure to mention it this time. There is no algorithm cataclysm. So, let's get into news. I got a little bit of news. All right. So, this is going to be a little long, but... Okay. What is R-M space dash R-F? R-M... Really translate into... R-M space dash R-F. Forget that last part, but that's it. R-M space dash R-F. What does it translate to? It translates to, bye-bye hosting business, because it is a command that will erase your entire computer, and

a guy did it. He had about 1,500 hosting clients. Oh, and cute. I saw that. Yeah. Oh, man. He typed that command, put it in an initialization script. It went on his backup servers. It went on his servers and whatever. Basically, he... Wipe out everything. His business is gone. Hey, the government, U.S. government has said you should uninstall QuickTime from your PC. Apple's no longer supporting it, and there are a couple of holes that exist there. Really? Already. I like QuickTime. Yeah. I do, and not... And then I don't. Yeah. I do and don't. Yeah, because it's always hit you with a random pop-up, like, hey, update me. And I'll be like, no. A lot. Yeah. Yeah. A lot. I thought this was just kind of interesting. They did a tweet by tweet, so they pretended the Titanic was going down, and the tweets that would have happened during it going down, like, minute by minute. There wouldn't even have been tweets. There just would have been some millennial, like, we're going down. We were like, this shit's going viral. I don't know how to swim. And I was like... It's really cold. An implant paralyzed man plays Guitar Hero. So they put an implant... Actually, so it's a paralyzed man with an implant plays Guitar Hero. I had kind of the verbiage switched around here. So it's just amazing what they're doing. They actually did put an implant in his brain and then electrodes on his arm, and he was able... Because it was paralyzed, so he couldn't do this at first. Oh, but gave me... Oh, so now he can push some buttons. At least Guitar Hero. That's what's up. That's a huge progress. That's pretty phenomenal. You want to do anything before we get into our reviews? Well, we were talking about that. Man, I got a punch in the face. Okay. Can I do that real quick? Yeah. And I got some news, too. We'll cover that first. Yeah, do that, too. The punch in the face, man, goes to Nick

Schultz. Nick Schultz. Hit me up the other day, podcast listener. He had a couple questions about SEO local. He's going through some issues. Hopefully, I answered those for you. Appreciate that comment you left for us on Facebook. So let's get into some news. You were talking news earlier. This is kind of big, too. Facebook changed its policies on branded content. Okay. So this is big for our marketers. They say Facebook updated its policies on how branded content is handled on the network. Their message was, Yeah, I figure they want to do that so they can just charge more because these brands now have to find a different means of exposure. Yep. One more piece of news. So we're talking video, right? Right. It's kind of related to Facebook. But Snapchat. Snapchat has announced that it reached 8 billion video views per day. Wow. 8 billion video views per day. Which means it's now serving the same amount of daily video views as Facebook. Wow. Look, this is especially notable. It's kind of not fair because at least initially it was the 15 second. So you can watch a whole lot more 15 second videos than you can, what, 2 minute to 1 hour. Exactly. But dig this, though. They say this is especially notable when you put in the perspective that Snapchat only has 100 million daily active users compared to the 1 billion daily active users on Facebook. Wow. Interesting. Well, the key note is that Snapchat was built on video. So, of course, it should have more video. Facebook videos. If it's going to survive, it better. Yeah. Exactly. And that's all my news. Better do a good job. All right. So we do have two reviews. The first one is from David and Rachel Maka or Maka. And it is, of course, five stars. It says, best SEO podcast I've found yet. Funny, entertaining, and informative. What more could you want from a podcast? That's about it. Funny. Funny, entertaining, and informative. Funny and entertaining. All together. Everyone that doesn't agree deserves

a real punch in the face. Yeah. That's awesome. Just kidding. Well, you don't have to kid. That's actually true. You guys rock. Looking forward to the next episode. I hope one day to be on your SEO level. Well, keep listening. Yeah. And, you know, appreciate your support. Stay connected. David and. David and. And then next week. Nick Schultz. Okay, yeah. That's the guy I called in. Talk to him. Punch in the face, Nick. And, of course, it is five stars. You guys are geniuses. Punch in the face to Charles Lewis for taking time out of his busy day to help a small-time web designer with his Google business listing issue. That's exactly what you mentioned. Punch in the face to Mr. Nick Schultz. I'm glad we can help, man. Glad to be of assistance. Awesome. That is the potatoes of our podcast. Time to get into the meat. Take it away, Chuck. Yeah, so again, punch in the face to Katie Katz and the good people over at Search Engine Journal. She posted this article, Planning an Effective Digital Marketing Strategy. So, let's dive right in. She starts off by saying, an effective marketing strategy involves careful consideration of both short-term and long-term goals. It's important to understand this from the get-go. Absolutely right. Like, you must understand what your objectives are with this digital marketing campaign. Usually, digital marketing includes, you know, your website design, some SEO, some pay-per-click, maybe some social media. But, your whole digital ecosphere and how you promote and advertise there is really the concept of digital marketing. And so, you need to understand what your objective is. Is it to drive online sales? Is it to increase social engagement? Is it to get registrations? Whatever your goal is, whatever your objective is, lay that out first before you even begin writing your first sentence of content. She starts off by saying the ramp-up time, right? And the ramp-up time, I'm going to start doing this on my tablet. The ramp-up time is basically when you build out your strategy

ahead of the campaign, right? This allows you to establish goals and timelines and metrics like what you're going to write about or when will you be editing this? What's your posting schedule, right? Start to determine those things as you create the foundation for your digital marketing campaign. She says, how are you going to provide this content direction through the research? What does that mean? That means, what are you writing about? You know, why are you writing about that? What should your audience feel when you post this? How are they going to react to it? Are their reactions going to be the desired, you know, call to actions that you put in place? So, begin to ramp up your strategy as you prepare for digital marketing. She goes on to say, SEO and inbound marketing is the next thing you need. She says, it's time to start thinking about the sort of results you want for your website. Do you want it to build equity that results in lower cost of acquisition over time? Or do you want it to start pulling in leads that you don't necessarily have to pay for? She's right. Anytime you focus in on SEO and inbound marketing, then the whole concept really is of inbound marketing is that people find you when they look for you for primarily stuff that you do. Exactly. Whether that's through SEO, and it's primarily done through SEO and or content marketing. And so, basically, what she's really saying is that you want to rank for your targeted keywords. That should be a part of your long-term strategy. Because SEO and inbound marketing take a little bit of time, which is what she got to next. She says, the slow and steady kind of wins the race. She says, in a joint study with MIT and all of the HubSpot customers, who kind of founded the inbound marketing concept, she says, in a joint study with MIT and all of HubSpot customers, researchers found that it can take 6 to 12 months for your website

to start experiencing gains from search engine and keyword-optimized content. 6 to 12 months is about right. I tell people about 8 months, sometimes 4, depending on your industry, how old your site is, and everything else. But look, at the end of the day, SEO takes time. This is what it is. Social growth takes time. Like, getting followers, getting people engaged, and getting people to actually engage with you and take action, that just takes time. Creating quality content takes time. All of these things will take some time. And not only take time to create, they take time to produce, they take time to promote. And so, yeah, SEO can take 6 to 8, 12 months, depending on your industry. She goes on to say, maximizing results with paid strategies. Right? And we talk about that all the time, about how paid and things go together. She goes on to say that paid strategies are the perfect complement to organic efforts because they allow for quick wins and short-term results, can even help optimize your learn-term strategies. And we've been saying this for a long, long, long time, and since 1999, that we've been fans of doing SEO and PPC at the same time. Absolutely. They just tend to go together. You need to do those together. Absolutely. So, and there's actually a bunch of reasons to it. We've actually increased it to four. I used to talk about three reasons to do pay-per-click. First one, we'll go through these quickly. First one is because it should have a positive ROI. If you're not visiting your campaign and the results from your campaign, the e-web results from your campaign on a very regular basis, then you're doing a disservice. Next, you actually get more clicks in your organic placement. So, let's say you've got top three position in organic. You add a PPC ad, you will get more clicks. Get more clicks locally. And that's a branding or a trust factor. I saw it there. It's here. They must be really powerful. So, I'm going to go

to them. The next one is because of remarketing. We throw remarketing to all of our PPC campaigns. And then finally, you know, given all of this, if you've been like every other SEO or out there, maybe if you're not, if you're new to it, you've never really experienced this frustration. It's just how it's always been, but not provided as a keyword. Oh, man. So, run a pay-per-click ad or campaign so that you can see the keywords that are actually driving people and what engagement they're getting. And I'm going to drop a pro tip here. Even though we're kind of rushing, I'm going to drop a pro tip here because he's right. People will click more on these organic listings when they see the paid listing. But if you're running a paid listing against a term you're already ranking for, take advantage of the fact that since it's paid, you can control the ad text. And so, don't use the same description you have in that organic ranking. Maybe highlight something that supports that one. Yeah. Maybe a stronger CTA, a more aggressive emotional attack, whatever it is. So, turn it into like, have you ever been driving down the freeway and there's a billboard? And then like, bookies is 19 miles that way. And then there's another one that supports it. Hey, you're almost there. We know you saw our last sign. Look, it's going to make you something like that. That way you can really take advantage of the branding. You can get multiple messages across. I really chose this article because of her last point. I just thought the last point was awesome. Your last point, Katie, sold me on your article today. Okay, Katie. Yeah, for that last point. She says, the digital marketing PB&J. Right. She says, organic and paid marketing strategies truly do go together like peanut butter and jelly. Dig this. Yeah. She says, jelly is made up of the paid efforts that you get. Jelly is made up of the paid efforts that you get. You get the

sugary burst of energy right away. Boom. Right. So, that jelly is like your AdWords or your sponsored post or your boosted post or Bing ads and things like that. Launch website, paid ads. You get some jelly. Exactly. Then, she says, organic optimization is chock full of peanut buttery protein that helps build a steady stream of energy for the long haul. And so, that chock full of peanut buttery protein, that's your good content. That's your nice user experience. That's your mobile friendly design. That's all of that. And so, did you get those same energy? What did you got earlier? Those leads, those online sales, and the social activity. Pay-per-click and SEO are exactly the PBJ of digital marketing. So, here's a phenomenal analogy. That is a great analogy. So, punch in the face to you. So, it's key. Can you add this on there? Yeah. The one thing that you need to go with your PBJ is an awesome web design. Yes. Right? To go with it. You got a great paid campaign, great content, great social strategy. If your site isn't designed to complement all of that, then you're missing the book. Really, if your site isn't designed to convert and provide results, yeah, then you've got a bit of a challenge. What I was going to add was- You got stale bread on your peanut buttery jelly cells. Some people have some logic of like, okay, so I'm going to run my pay-per-click ads until I get good organic placement, and then I'm going to stop them. And I'll ask you this. If you've got a pay-per-click ad campaign, and it's got a positive ROI, return on investment- Mm-hmm. Why would you stop it? Why are you stopping it? Again, like, why are you- I could see maybe shifting dollars away from it if you had a place that generated a lower cost per client acquisition, but you should definitely keep it there. Keep it there. Keep some there, because maybe eventually it outpaces the other one, whichever one you think is better, and

you get, and you need to throw all of your money at it. Don't fix it. Yeah. Right? Now, you can clean it. Like, the tire's not broke, so we don't have to replace the tire, but you can wash it off. You can armor all of it and make it look good. And so, if your pay campaign is working, then don't turn it off. Don't go and make crazy adjustments. Just polish it. Clean it up. Add negatives, you know, and keep it moving. Punch in the face to you, Katie Katz and the good folks over at Searching in the Journal. Planning an effective digital marketing strategy. I approved this article. She approved it, and I co-signed it. And that's what's up. It gets the results. Yeah. Sign of approval. Got the results. Sign of approval. All right. Do we have any what news? No what news. No what news today. I feel like there should be something. There probably is. Right? Like, something that just makes you think, what? Yeah. News. I can't think of it right now. All right. The fact that we're about to go on a team building exercise in the hottest part of the day. Yeah. Well, at least it's April. It's not June or July. And we kind of made the plan. We're like, let's do it as fast as possible. Before it's 90. Okay. It's going to be 80 when we get out there. Yes. That's warm. 80 in Houston is more like 90 wherever you're at. It is, at least it's not going to be 90 or 100. Because then that's like 110 wherever you're at. Yeah. We'll be that way in about two months. Heat index. Yeah. It's not going to take long. Hey, if you're looking to grow your business with the largest, simplest marketing tool on the planet. The internet. Call eWebResults for increased revenue in your business. Our phone number is 713-592-6724. Hey, if you have a referral, we have a referral program for you. You send the referral to us. What might they want?

They may want SEO, they may want a website design, they may want some pay-per-click management, social media marketing, a newsletter campaign, any form of digital marketing, yeah, referral with tools. We'll help them out. They pay their bill. We pay you. This was filmed live at 5999 West 34th Street, Suite 106 Houston, Texas 77092. And you can get a transcript and video and audio from our website, our new website. Go check that out, eWebResults.com. I even like the new podcast. Have you seen the framework for the new podcast? I haven't seen that yet. It's got tabs. Yeah, it's kind of cool. I think it's going to be hot, because we've been brainstorming on that for two years. A long time. Yeah, a long time. Hey, we are the most popular internet marketing podcast on iTunes, and that is because of all of you all. Thank you. Whatever part of the world you're in, whatever part of the country, the U.S. country you're in, thank you, thank you, thank you. I appreciate it. Until the next podcast, my name is Chris Burris. Charles Lewis. Bye-bye for now. Balance check, balance check. One, two, three. Let's see. SEO Podcast 318. I didn't rehearse, so we may seem what I'm going to say, because I really don't know, but I guarantee you is SEO. Talk about the marketing. You speed the snap up. I can keep marking it. Know what I'm saying? Ain't no time for playing. Chris and Chuck, man, listen, man, we, that's it. That's all I got. 318. 318, man. Yeah.