Data Driven Design Academy Course 1: Crafting a Content Creation Playbook to Improve SEO Datadriven.Design

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Data Driven Design Academy Course 1: Crafting a Content Creation Playbook to Improve SEO datadriven.design www.datadriven.design

WHO WE WORK WITH Small to Mid-Size Businesses Start-ups Enterprise Level Companies We support agencies who don’t staff for what we do www.datadriven.design

TODAY’S LEARNING TARGETS: 1. Use data to understand your target audience 2. Understand social media algorithms & effective use of hashtags 3. Differentiate posts to engage users 4. Create effective content with user friendly resources 5. Build an editorial content calendar 6. Facebook “boosted” posts to reach your target audience 7. Local SEO must dos (Time Permitting) www.datadriven.design FACEBOOK Marketing: Lowest Cost Per Attention

Cost Per Consumer Attention (Social Media is 1000x more efficient than radio; 2000x more efficient than TV) www.datadriven.design 1. Use Data to Understand Your Target Audience

Get to know the people who matter to your business, so you can understand what matters to them. Learn about their locations, interests and behaviors, so you can create messages that will help your business grow. www.datadriven.design 1. Use Data to Understand Your Target Audience www.datadriven.design 2. Understanding the Facebook Algorithm “The more engagement a user has with a piece of content, the stronger EdgeRank believes that the users interest will be in similar content and it filters that person’s content accordingly”

“EdgeRank makes sure that a user who often likes or comments on a friends photos, but who ignores that friend’s plain status updates, will see more of that friends photos but fewer of his status updates. Every engagement, whether between friends or between users and brands, strengthens their connection and the likelihood that EdgeRank will push appropriate content from those friends and brands to the top of a user’s newsfeed.” www.datadriven.design 2. Understanding the Facebook Algorithm The Data is Clear: www.datadriven.design

- Facebook: When you increase post frequency by 3x, you will increase post engagement and reach by 200% or more. - Instagram: When you post 1-3 times per day, using 5+ hashtags in each post, and spend time liking comments on other people’s posts, you will grow your follower count by 50+ per week. - Each post is only seen by ⅓ of your followers - so you must boost or increase frequency www.datadriven.design 2. Break through the FB algorithm: Provide VALUE to Readers Think about yourself on social media.

When do you ever click on something??

- When you’re entertained - Inspired - Sharing important Info.

Why should you post something that’s not directly about business? Because it can’t be all about YOU - it has to keep your audience interested and engaged. If you’re not adding value www.datadriven.design 3. Ways to Visually Differentiate Posts and Engage Users I. Photo Carrousels II. Videos: Live & Boomerang III. Blogs IV. Articles V. Infographics VI. Polls www.datadriven.design Videos: FB Live and Boomerang ● Surprise a customer ● Tour your offices/process If you want to ● “Boomerang” anything talk to people ● Time Lapse video while they ● Make a Gif consume their ● Give a weekly tip entertainment - ● Highlight an employee you need to BE ● Customer of the week their entertainment Social media now allows us to extend our customer service beyond our brick and mortar. How will you use that opportunity? Infographics www.datadriven.design www.datadriven.design Interactions = Engagement - Ask what you want to reader to do Questions to readers:

Do you think...

Post a picture of your favorite...

Article with postable results

Polls (share if ____, like if ____)

Tag someone who... www.datadriven.design Long form blogging within Facebook posts:

One average, it drives 3x more engagement and it’s visually cleaner.

When you copy and paste your link. - the engagement is often weaker and the aesthetic appears dated. www.datadriven.design Interactions are Everything. Get Personal. Specifically ask your followers what you want them to do:

Do you like our new? Why?

Tell us a story about...

Which of our employees do you think deserves…

What’s your favorite thing about...

Tell us your favorite... Engaging: @ladylunchclub @linenandrusthome Entertaining ideas with an ask: www.datadriven.design Tag someone who Throwback Thursday: would do this? What fashion trend are Tag an army wife. We salute you. you ashamed to have participated in? #NFA www.datadriven.design Hashtags on FB How many is too many? - Posts with 1 or 2 hashtags averaged 593 interactions - Posts with 3 to 5 hashtags averaged 416 interactions - Posts with 6 to 10 hashtags averaged 307 interactions - Posts with more than 10 hashtags averaged 188 interactions

Please don’t #dothis it’s annoying and hard #toread. Put hashtags at the end. #yourwelcome #likethis

When appropriately used they can only help break through “EdgeRank” and extend your content reach. www.datadriven.design Hashtags on FB You can’t go wrong using a hashtag: If your audience isn't socially savvy they just skip over them (unless you use too many), but by using them, someone who is deep into social may find your post as they search and scroll through hashtags.

Cross-promotion and Branding: Hashtags will allow your pages to be easily linked and makes monitoring social conversations seamless and trackable. Moreover, you are creating a HomePage brand and feel Practical You can organize your posts within your social. Innovate Medical can use this XXX www.datadriven.design 5. Building an Editorial Content Calendar - House a running list of great ideas, in house events, and holidays - Build out content for the week/month - Add colleagues to your calendar for help and fresh ideas - Ensure that posts are differentiated (video, blogs, entertaining, informative,etc) - Spin old content in new ways or for a different audience - Organize audience reach and archive links www.datadriven.design Content Formula

Research Plan Publish www.datadriven.design Scheduling Posts: Buffer (free resource) www.datadriven.design Using Medium as a Platform www.datadriven.design Using Medium as a Platform

There is a community here. According to CNN, Medium gets 25-30 million monthly visitors www.datadriven.design 6. Facebook Boosted Posts Boosted Posts are almost becoming essential if you want eyeballs on your posts. Why? Because FB is tired of giving away it’s platform for free. They’ve figured us marketers out and they’re protecting their users.

Boosted posts are great for targeting your audience using: - Gender - Age - Geolocation - Interests www.datadriven.design 6. Facebook Boosted Posts Interests:

Use Facebook’s “suggestions” and think about the interests of the the users you want to target based on your “Audience Insights” mentioned before. www.datadriven.design 6. Facebook Boosted Posts

Female coffee lovers between the ages of 18 and 40 who have kids that play sports within 15 miles of Nashville on Thurs. night at 4:21pm who are likely headed to practice to get their kid and need a caffeine pick-me-up. 6. Facebook Boosted Posts www.datadriven.design Set up FB Account Manager and then set your budget: Choose specific dates for your ad to run. This will allow you to take a break from daily postings as well as reach a specified audience. 6. Facebook Boosted Posts www.datadriven.design

Boost to your own followers:

This is great for sales or promos that you want to give away to your exclusive “inner circle”

You could also boost to your followers to encourage them to tag or share content and incentivise them for doing so. www.datadriven.design 6. Facebook Boosted Posts: Results

Recommended Strategy:

- Start putting money behind every single organic post - Reuse “Audience Lists” - Review the analytics and see what worked www.datadriven.design 6. Measuring ROI/Results

Google Analytics URL Builder:

- This is how you can track the effectiveness of individual posts (on social and other platforms) with links back to your website. - This will give credibility to your efforts and social ads/posts Resources: www.datadriven.design - Boomerang App: for making 2-4 second fun videos - Pexels.com: stock video and pictures website - Phonto: mobile app for adding text over pictures - Canva.com: for creating posts and infographics - Medium.com : blogging platform - Facebook Audience Insights: for understanding your FB followers - Buffer.com: for posting to multiple social media sites - Hootsuite.com: for posting to multiple social media platforms but costs where Buffer is free. - Pinterest.com: fun memes and infographics - Gifmaker.com: upload images from Cana - https://ga-dev-tools.appspot.com/campaign-url-builder/ Answer: Research and Understand your Audience www.datadriven.design

Shoutout to Valery and her recent website Be the girl who decided to launch NoriskNorewardBlog.co m go for it We are inspired by her. *style * How to Get “Unstuck”: www.datadriven.design

1) Give anyone (internal or external) a shoutout 2) Stalk others and share their posts! 3) Everything can’t be “on brand” - you’ll be ignored - so steal 4) Screen shot your website 5) Research local Instagram influencers and direct message them to try your product 6) Find a follower and thank them with a gift - take a picture of course. 7) Document over create! www.datadriven.design In short: - Facebook cares about the user experience - not the marketers.

- Think like a user AND a marketer.

- If no one interacts with you - no one will see your content. You can have 7,900 followers and page likes but what does your individual POST generate? www.datadriven.design ANY QUESTIONS? LEARNING TARGETS: 1. Use data to understand your target audience 2. Understand social media algorithms & effective use of hashtags 3. Differentiate posts to engage users 4. Create effective content with user friendly resources 5. Build an editorial content calendar 6. Facebook “boosted” posts to reach your target audience 7. Local SEO must do’s www.datadriven.design

MUST-DOS IN LOCAL SEO -Local Business Directory Listings

-Google My Business Verification

-Review Generation Strategy www.datadriven.design

LOCAL BUSINESS DIRECTORY LISTINGS - 34x increase in “Near Me” searches since 2011 - 4 in 5 local mobile searches result in a purchase - 55% of conversions occur within 1 hour of initial mobile search - 93% of sales still occur in person - 40% of in-person purchases include online research - 76% of purchasing decisions are made in-person & locally - Today’s mobile revolution is about more than the newest smartphone and the next big app. - It’s about leveraging these technologies to make it easy for your customers to find you online and visit your location(s). www.datadriven.design

THE CHALLENGE: MANAGING LOCATION DATA www.datadriven.design

THE SOLUTION: MANAGING LOCATION DATA

• Lock & control your business listing(s) across the biggest names like Google, Apple, Bing, Facebook, Yahoo!, Yelp and 60+ more leading maps, apps, search engines, and social networks. • Verify Google My Business Listings for all stores. • Your business need to be connected with all these apps, maps, search engines, directories, and more in order for mobile consumers to easily find and visit your locations. • Integrated Technology with online sites and directories means that you’re in complete control of the information displayed to your customers online. What we put into the platform is exactly what your customers see and cannot be overwritten by anyone but you. • Duplicate Suppression will solve SEO-damaging duplicate listings and keep them from reappearing. • Real-Time Updates means that your business information will be 100% up-to-date all time time – no delays. www.datadriven.design

THE SOLUTION: MANAGING LOCATION DATA www.datadriven.design

LOCAL BUSINESS DIRECTORY LISTINGS www.datadriven.design

WHEN YOU MAKE A SEARCH... www.datadriven.design

REVIEW GENERATION STRATEGY www.datadriven.design

REVIEW GENERATION STRATEGY Data Driven Design Academy Course 2: Deploying Digital Media Campaigns

datadriven.design www.datadriven.design

TODAY’S LEARNING TARGETS:

1. Why are we here? A look at the data 2. Build a comprehensive social media advertising strategy 3. Master Facebook Ads Manager (feel like a master) 4. Deploy targeted news feed ads 5. Facebook Pixel 6. Custom Audiences: Remarketing, Lookalike Audiences www.datadriven.design

WHY SOCIAL MEDIA?

2017 data: Nearly 70% of US adults use at least one social media site, according to Pew Research center, up from 60% in 2013 and 50% in 2010.

You can get to multiple audience demographic make-ups with different content at the lowest ever cost per attention. www.datadriven.design

WHY SOCIAL MEDIA?

1. On Facebook, desktop ads have 8.1x higher click-through rates and mobile ads have 9.1x higher click-through rates

than normal web ads. www.datadriven.design

WHY SOCIAL MEDIA?

2. Instagram has over 500 million active monthly users - almost all of whom are under 35. www.datadriven.design

WHY SOCIAL MEDIA?

3. 106 million active monthly users. 133 million U.S. users. www.datadriven.design

WHY SOCIAL MEDIA?

4. Total Promoted Tweet Engagements are up 91% year-over-year - (much higher than traditional banner ads) www.datadriven.design

AUDIENCE COMPOSITION

● Twitter - immediately trending topics / what’s happening now / virality / audience is engaged. Can engage directly due to lack of algorithm. ● LinkedIn is popular among high-income users. Forty-five percent of US adult internet users with an income higher than $75,000 annually are on LinkedIn, making it more popular among this demographic than Instagram (31%), Pinterest (35%), or Twitter (30%). ● Instagram - stories / has stayed the most relevant platform by copying Snapchat’s features / up and coming way to advertise / engaging through short, 10 second videos (500 million monthly active users). ● US Facebook users aged 45-54 are spending more time on Facebook, and represent 21% of the total time spent on the platform, more than any other age group. www.datadriven.design

WHY START WITH FACEBOOK? www.datadriven.design

WHERE WE LAST LEFT OFF :) You’re consistently generating content that’s unique to each of your top audiences, right? :) Are you boosting posts? Seeing higher engagement, reach, page likes? www.datadriven.design

NOW...FACEBOOK ADS: WHAT’S THE DIFFERENCE? CHOOSE YOUR MARKETING OBJECTIVE www.datadriven.design ADDITIONAL OBJECTIVE: STORE VISITS www.datadriven.design ADDITIONAL OBJECTIVE: STORE VISITS www.datadriven.design OBJECTIVE GUIDE

Goal Complementary Objectives - AKA - RESULTS (important)

Goal: I want more people to be Reach (Reach people near your business): Show your ad to people who live nearby or in the general area of your local business. aware of my business Engagement (Boost your posts): Reach as many people as possible and drive engagement with your ad.

Goal: I want to find potential Conversions (Increase conversions on your website): Create ads that encourage people to visit your business website. customers Lead generation (Collect leads for your business): Create ads that collect info from people, including sign-ups for newsletters.

Messages (Communicate with potential customers): Create ads that start conversations with customers.

Goal: I want to drive sales for Engagement (Get people to claim your offer): Create ads with a coupon, discount or other special deals. my products or services App installs (Get installs of your app): Get people to install your mobile app.

Conversions (Increase engagement in your app): Encourage existing app users to interact with your app.

Messages (Qualify customers and drive transactions): Create ads that enable you to connect with customers and drive them from interest to purchase. www.datadriven.design

SPEND / RETURN EXPECTATIONS

FIRST 6-9 MONTHS: EACH SUBSEQUENT 0 REVENUE MONTH: 2-3x ROI www.datadriven.design

PHASED PLAN EXPECTATIONS

PHASE 1: AWARENESS PHASE 2: WEB TRAFFIC PHASE 3: CONVERSIONS LET IT FLY. STAY THE COURSE, HAVE FUN. BUT WATCH RESULTS. PEOPLE SHOULD START TO BE FEEL SMART. CONVERTING (BUYING SEE WHAT HAPPENS. IT’S ALL PART OF THE PLAN. PRODUCTS / INQUIRING ABOUT SERVICES). IT’S GOING TO TAKE SOME PEOPLE WON’T BE TIME CONVERTING YET www.datadriven.design

PHASED PLAN TACTICS

PHASE 1: AWARENESS PHASE 2: WEB TRAFFIC PHASE 3: CONVERSIONS MULTIPLE ADS TO MULTIPLE ADS TO PEOPLE ADVANCED GENERAL AUDIENCE WHO ARE LIKELY TO NOW SERVICE/PRODUCT-BASED BE AWARE OF YOU MESSAGE TARGETING / REMARKETING www.datadriven.design

IT WON’T ALL BE BLACK AND WHITE

WHAT WORKED? WHAT DIDN’T? www.datadriven.design SETTING & MEASURING YOUR GOALS FOR SOCIAL ADS

Goal Expectations Basis for Expectations How we’ll measure

Phase 1: Awareness Expand our audience by Has to be based off Facebook 50% MOM during past analytics (i.e. “Results/Reach/Frequency” campaigns 47% increase in organic traffic if never run social ads)

Phase 2: Web Traffic Increase website click Base off of some kind Facebook: Cost per Click throughs by 50% MOM of past CPC campaign Google Analytics: during campaigns Traffic/Engagement

Phase 3: Conversions Increase sales by 25% YOY average sales Google Analytics (In some cases, simply growth recording conversions is a big step) www.datadriven.design

PHASE 1: MEASURING AWARENESS

RESULTS

REACH

FREQUENCY www.datadriven.design

PHASE 1: MEASURING AWARENESS www.datadriven.design

PHASE 2: MEASURING WEB TRAFFIC

RESULTS REACH FREQUENCY

WEB TRAFFIC & ENGAGEMENT www.datadriven.design

PHASE 2: MEASURING WEB TRAFFIC www.datadriven.design

PHASE 3: MEASURING CONVERSIONS

RESULTS REACH FREQUENCY

PURCHASES / WEB TRAFFIC & LEADS / ENGAGEMENT CONVERSIONS

AKA - REVENUE www.datadriven.design

PHASE 3: MEASURING CONVERSIONS www.datadriven.design

PHASE 3: MEASURING CONVERSIONS NOTEABLE: WHAT’S A CONVERSION? www.datadriven.design

- Don’t force people into your funnel. - Take conversions as they come.

- Facebook wants messenger to be a way for you to communicate with potential customers.

- Purchases / Purchase Inquiries - Contact - Lead - Request A Demo FACEBOOK TIERED STRATEGY

$2,000 media budget Target: Conversions Phase 1: General Audience Phase 2: Custom Audience off of Pixel + Lookalike Audiences Phase 3: Additional (Intent to Convert) Custom Audiences PHASE 1: Ad 1 General Audience - Conversions - Ad 1 = $200 total

Ad Details:

$20/daily