1. Websites and Digital Marketing 101
Caleb Jost
Owner
Parrot Digital Marketing

2. Overview Website Creation Options What a Good Website Needs
SEO and Content Marketing
Paid Advertising
Social Media Marketing
Measuring Results
Tools and Resources
Overview

3. What is Digital Marketing?

4. $$$ Why Should I Market? Bring in new business Brand Awareness
Leads for Sales Team
Grow faster
$$$
Why Should I Market?

5. Situation Check Do you have a website? How is it performing?
What could be better?
Are you marketing?
Are you getting the results you want?
If not, why not?
What do you want to learn?

6. You Need a GOOD Website 52% of visitors are on mobile
97% of purchase decisions are influenced by your website (!)
50%+ of website visitors leave a site that takes more than 3 seconds to load

7. Website Options

8. Build Options Easy: Site Builder Intermediate: WordPress
Hard: Custom Website

9. Site Builders Compared
Wix
SquareSpace
Shopify
Weebly
Price
$11 -$29/mo
$12 - $40/mo
$29-$299/mo
Free - $25/mo
Ease-of-Use
Drag and Drop
Hosting
Included
Best for:
Brochure Sites
E-Commerce Stores

10. Wix

11. Squarespace

12. Shopify

13. Weebly

14. Building a Site from Scratch

15. My Choice: WordPress

18. Why WordPress? Powers 28%+ of the internet Easy to use
No programming knowledge required
Flexible – a WordPress site can do anything
Plugin ecosystem
SEO Friendly
Free!

19. WordPress Use Cases Blogs Portfolios Business websites Job Boards
E-commerce
Business Directories
Membership sites
Nonprofits
Online courses
Q&A
Forums
And More
Wikis
WordPress Use Cases

20. How to Build a WordPress Site
Purchase a domain and hosting
Domains: GoDaddy and NameCheap
Hosting: WP Engine and Fly Wheel
Select and install a theme
Install relevant plugins
Customize theme and content
Optimize for search engines
Submit to Google Search Console and Google Analytics
Go Live!
How to Build a WordPress Site

21. Hire me
UpWork
Codeable.io
Toptal
Local Agencies
How to hire a Developer

22. What happens after you have a face-melting, totally awesome website?
Now What?
What happens after you have a face-melting, totally awesome website?

23. Digital Marketing Strategy
1. What will you do online to drive business?
2. How will you do it?
3. Why?
Digital Marketing Strategy

24. Marketing Channels Search engine optimization Pay-per-click
Social Media Marketing
Marketing
Marketing Channels

25. Search Engine Optimization (SEO)
The act of producing content and optimizing your web presence to perform well in search engine rankings
#1 - Content creation
Meta tags
Keywords
Accessibility
Site speed
Backlinks
Mobile optimization
And much more

26. The Content Marketing Trifecta
Entertaining
Relevant
Informative

27. How to Create SEO Content
Publish
Publish the content and market it on social media
Format
Paste the copy into WordPress and format for SEO. See this article for details.
Write
Write articles that are valuable to your customer
Plan
Plan the month’s content
Research
Use Ubersuggest and the Google Keyword Tool to choose keywords to target
How to Create SEO Content

28. Pay-Per-Click
Paid advertising on search engines and social media sites to drive traffic and sales and increase brand awareness

29. PPC Pros and Cons Pros Cons Quick Results Targeting
Easy to Measure and Track
Cons
Expensive
Short term results Skeptical Consumers

30. GET TRAINING BEFORE YOU START

31. The Value of Social Media
Community building
Customer Engagement
Customer Support
Rabid Fans
Recruiting
Product Development
Local Business

32. Users: 2.23 Billion
Demographic: Varies
Key Features: Consumer-oriented, mobile-heavy
Focus on: Shareable content
Marketing Tip: Contests and micro-videos

33. Users: 1 Billion
Demographic: Trends under 30 and female
Key Features: Hashtags = free distribution
Focus on: Relatable, entertaining pictures and videos
Marketing Tip: Use influencers to extend your reach

34. Users: 326 million
Demographic: Varies
Key Features: Text focus, high frequency
Focus on: Engagement
Marketing Tip: Reply to your followers and tweet directly at your audience

35. Users: 260 million
Demographic: 30+ business people
Key Features: Networking and recruiting
Focus on: Written content on the LinkedIn platform
Marketing Tip: Join LinkedIn groups your customers are in and establish yourself as a helpful expert

36. Users: 1.8 Billion
Demographic: Gender split based on topic, 12-24
Key Features: Embedding and going Live
Focus on: Regular content, great thumbnails and catchy titles
Marketing Tip: Turn long content into a series

37. Other Social Media Sites

38. How to Create Social Media Content
Batch
Batch schedule with HootSuite
Research
Research Twitter and Instagram hashtags with Hashtagify
Create
Use Canva to create content
Photoshop if you have the skills
Plan
Plan the month’s content
Look at events, holidays, seasonal activities, etc.
Use BuzzSumo to research popular content and influencers
Look at what’s working and do it better
How to Create Social Media Content

39. Measuring Results

40. Know what works and scale your business
Analytics
Google Analytics
Traffic
Sources
Popular pages
Bounce Rate (target under 50%)
Mobile vs. Desktop
Social Media: Insights
Paid apps at scale
Marketing
Open Rate
Clickthrough Rate

41. Conversion Rate Optimization
Conversion: visitor who completes a desired action
Conversion Rate: the percentage of visitors who convert
For statistically significant sample sizes
A/B testing and experimentation to improve conversions
Conversion Rate Optimization

42. Recommended Tools Web Design Copywriting Graphic Design Social Media
WordPress
Scrivener (for long form content)
HTML + CSS
Google Docs
Graphic Design
Social Media
Canva
BuzzSumo
Adobe Creative Cloud (Photoshop + Illustrator)
HootSuite
Pay-Per-Click
Hashtagify
Marketing
Google Ads
Facebook Ads
Constant Contact
SEO
Mailchimp
Analytics
Google Search Console
Yoast Plugin for WordPress
Google Analytics
Ahrefs
Facebook Business Manager
Ubersuggest
SEOptimer
Recommended Tools

43. Learning Resources Web Design Email Marketing Social Media Marketing
Google Academy for Ads
CodeAcademy
Facebook Blueprint
Team Treehouse (recommended)
Marketing
FreeCodeCamp
Hubspot Marketing Certification
Social Media Marketing
MailChimp 101
HootSuite Social Marketing Training
Analytics
HubSpot Academy: Social Media
Google Analytics Academy
SEO
HubSpot Content Marketing Certification
SEO Training Course by Moz
PPC
Learning Resources

44. Questions?

45. Thank you!

46. https://www.statista.com/statistics/241462/global-mobile- phone-website-traffic-share/
mobile-users-abandon-sites-that-take-over-3-seconds-to- load/426070/
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Sources