Digital Marketing for Enterprise Level Companies by Benj Arriola
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Benj Arriola, SEO director at Myers Media Group, has extensive experience in digital marketing, having spoken at 47 conferences and won several international SEO competitions. He emphasizes the importance of various strategies in business growth, particularly in improving client experiences and leveraging multiple marketing channels effectively. The document outlines the significance of a collaborative approach among stakeholders in areas such as SEO, PPC, social media, and design, highlighting the need for integrated strategies and actionable insights.
Digital Marketing for Enterprise Level Companies by Benj Arriola
- 1. Benj Arriola SEO Director, Myers Media Group
- 2. Benj Arriola Spoken at 47 conferences in 4 different countries, 20 cities since 2007. Won major prizes in 7 international SEO competitions from 2005 to 2009 that include cash and a brand new car!
- 3. Spoken at 46 conferences in 4 different countries, 20 cities since 2007. Won major prizes in 7 international SEO competitions from 2005 to 2009 that include cash and a brand new car! Benj ArriolaBenj Arriola – Enterprise Level Client Experience
- 4. Everything Started Small What you need to grow? More Clients Higher Prices More Service Offerings Larger Workforce More Knowledge & Skills More Expenses Survival: Earnings > Expenses
- 5. Benj ArriolaBenj Arriola Company A Pre-hired Before Deals Closed Sales reported 70% likelihood of closing large deals. Employees Well-trained, immersed in the company’s processes. Shadowed existing employees Had money to spend before new clients came in. Company B Hired After Deals Closed Sold for every digital marketing channel and only knew which staff to upgrade after the deal was closed. Employees New hires needed to be up and running ASAP. Solid processes were needed. Had less money to spend before new clients came in.
- 6. 3 P’s of a Good Business Great Product Great People Great Promotion
- 7. Demand Generation Brand Awareness Brand Name Recall Unique Selling Proposition Barriers to Entry Core Competency Key Differentiators Why I Rock! Why I’m Awesome! Promotion - Be Known!
- 8. Customer looks for you! User Profile, Online Behavior, More Measurable Data Demographic Data / Market Research / Surveys Traditional Media vs. Digital Media PUSH PULL PUSH
- 9. Different Devices , Different Search Engines, Different Social Sites, Different Cities/Countries Internet Marketing / Digital Marketing / Online Marketing / Web Marketing Digital Marketing Search Marketing SEO SEM / PPC Social Social Ads Community Dev’t / Audience Dev’t Display Behavioral Targeting Retargeting/ Remarketing Email Marketing List Building Drip Marketing Design & Development Usability CO / CRO / LPO Content Development / Content Creation Data Science / Data Analysis / Web Analytics / Business Intelligence
- 10. Different Devices , Different Search Engines, Different Social Sites, Different Cities/Countries Internet Marketing / Digital Marketing / Online Marketing / Web Marketing Digital Marketing Search Marketing SEO SEM / PPC Social Social Ads Community Dev’t / Audience Dev’t Display Behavioral Targeting Retargeting/ Remarketing Email Marketing List Building Drip Marketing Design & Development Usability CO / CRO / LPO Content Development / Content Creation Data Science / Data Analysis / Web Analytics / Business Intelligence Search Marketing Social Display Email Marketing Design & Development Data Science / Data Analysis / Web Analytics / Business Intelligence Maximizing Opportunity
- 11. Strategy, Planning, Research & Training as a Product Advantage: Learns about the client & target market. Sets proper expectations during research phase. Less actionable More insightful Which marketing channels work best. Learn all stakeholder channels & challenges. Based on experience: Less proactively sold as a product Sold more of a result of a discussion where all parties found it necessary.
- 12. Knowledge is Free Flowing Info that is sometimes withheld with smaller clients: Tools used Amount of people Outsourced partnerships Process
- 13. SEO – Enterprise Corporations Many Stakeholders Center of Excellence Collaboration of Different Vendors Multiple Platforms / Technologies Known and Custom-Built Very Large Amount of Pages 100k to Millions Duplicate Content Thin Content Internal Linking International Offices Language Translation Hreflang tags, ccTLDs
- 14. Social Media – Enterprise Corporations Many Stakeholders Center of Excellence Collaboration of Different Vendors Brand / Persona Social Media Policies Social Touchpoints Public Relations Customer Service Community Management Content Promotion • X • X • x
- 15. PPC – Enterprise Corporations Many Stakeholders Center of Excellence Collaboration of Different Vendors Management Automated Bidding Rules Frequent Clean Up Sophisticated Performance Tracking Budgets Larger Budgets Spending for Data PPC as an SEO Testing Ground
- 16. Display – Enterprise Corporations Many Stakeholders Center of Excellence Collaboration of Different Vendors Different Vendors = Different Targets Mobile Demographic / Geographic Behavioral Business to Business Premium Publishers Contextual Site Retargeting Search Retargeting
- 17. Design & Development – Enterprise Corporations Many Stakeholders Center of Excellence Collaboration of Different Vendors User Experience Split Test / Multi-Variate Test PPC as a tool to speed up data gathering Large Site Taxonomy Mobile Experience SEO Implications Page Speed Client-Side Scripting Data Tracking Container Tags
- 18. Data Science / Analytics Many Stakeholders Center of Excellence Collaboration of Different Vendors Different Report Recipients Executives, Marketing, Technical, Agencies Multiple Data Sources Collate & Correlate Data Tracking Large Site Audits / Container Tags Multi-Attribution Tracking Actionable Insights Different Marketing Channels = Different Actionable Insights Predictive Modelling Image: https://ion.icaew.com/itcounts/b/weblog/posts/theaccountinganddatascienceworldsmeet
- 19. Integrated Strategies Owned Media Website Blog Email Earned Media SEO Social Paid Media PPC / SEM Display Social Be aware of the company’s marketing calendar and also prepare to collaborate with multiple departments or even with other agencies.
- 20. Perceived Value, Improve All Presentations
- 21. Client Retention Cycling through each marketing channel Updating processes for current digital marketing updates SEO – Optimizing for algorithm updates PPC – Adwords Beta features Display – New features from new vendors Content Marketing + SEO + Social = Continuous Promotion Solid Reporting
- 22. Agency of Record
- 23. Taking Care of Your Champion Champion The main stakeholder with full interest in your digital marketing efforts Your main advocate in the client company. Know their goals Work towards their goals Measure success towards their goals
- 24. Sample Screenshots – Traditional Web Analytics
- 25. Sample Screenshot – Web Attribution Analytics
- 26. Summary Good products and people help out in the promotion. Discover what is great with the product. Work well with you main client advocate / champion Digital Marketing Multiple Services Partnering / Collaborations Strategy / Planning / Research is a Product Integrated Strategies Knowledge is Shared Center of Excellence Integrated Strategies Perceived Value Client Retention Client Champion Multi-Channel Attribution Tracking Digital Marketing Channels SEO Large sites, various technologies, international locations Social Brand/social policies, public relations, customer support, community management, promotion PPC Automation, tracking, data, testing Display Various targeting methods Design & Development UX, SEO implications, data tracking Data Science Collation, Correlation & Actionable Insights for different stakeholders.