09/02/2023
NATIONAL ECONOMICS UNIVERSITY
BUSINESS SCHOOL
MARKETING & OPERATION DEPARTMENT
TEACHING SLIDE
SUBJECT
DIGITAL MARKETING
CODE: EBPF1189
CREDIT: 3
INSTRCUTOR: VANNAM LE
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PART 2
DIGITAL MARKETING STRATEGY
Topic
5
Developing a Social Media Strategy
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Learning objectives
1 2 3
Understanding the
The business type
basics of a successful
that should own the
social media
social media
program, including
marketing
methods and metrics
First, SEO is a broad field divided into 2 big sides.
1. The structural, or technical. People focus on the technical
details of their website rather than the quality of their content.
2. The content or context. People know how to create well
optimized content, build links, and boost social shares.
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To succeed at search marketing, you need “2 big sides”. When you
need to create link assets or get more backlinks, you need an SEO
content specialist. But if Google doesn’t seem to see those assets, and
you’re not ranking, you’ve likely got structural issues. You need an
SEO technician.
Keep in mind is that SEO isn’t a once-and-done task.
The Methods of Well-Executed Search
Overview of the methods that are working well today
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TODAY
Mobile
People are conducting searches from their
Search is… mobile devices. That means your pages must be
easily accessible from phones and tablets as
well as computers. It’s important to adopt a
“mobile first” mindset.
TODAY
Structural and Technical
As mentioned above, if your site isn’t set
Search is… up right, Google won’t even see you. But
once your structural issues are resolved,
you’ll focus mostly on content and basic
on-page optimization.
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TODAY
Everywhere It Matters
Search is…
Google is just one of many search
engines you can optimize for.
TODAY
More Than Traffic
When it comes to SEO, it's about winning,
ranking and beating the competition… That's the
primary goal of search marketing.
Search is…
You can’t pay your bills with rank. And you can’t
take traffic to the bank. The reason to do search
marketing is to get more leads and sales.
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The 6-Part Model for Winning at SEO
There are 3 stages of search marketing, each with 2 steps
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Intent & Context
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SEO starts with user intent.
Essentially, everyone who types a query into Google’s search bar is
looking for something. Regardless of the keywords they use, they
have a specific intent. But that intent exists within the context of what
they’re doing and what they want or need. Both the intent and the
context are critically important for you to understand.
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Example
Intent Context (why they have this intent)
Hungry They’re on the road and want to know the restaurants that are near them.
Lost They need directions to the store they’re looking for.
Some weird symptoms have shown up and they want to know what could be
Worried
causing them.
Stuck They’re installing tile in their kitchen and need instructions on cutting tiles.
They have an anniversary or other celebration coming up and are exploring
Making plans
their options.
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Targeting a Keyword
must understand the context that’s
the user intent
AND behind the search
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Example
Intent = find a B&B
Context = anniversary is
coming up
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Asset & Channel
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Once you know the information people are looking for and why
they likely want that information, you need to build a unique asset
for each of those needs. This stage of the process is all about
content creation.
Questions:
• What keyword/intent am I targeting?
• What asset will satisfy that search?
• Where should the asset live?
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“start a vegetable garden”
The asset could be a The channel could be
blog post, Pinterest Google search, Pinterest,
pin, Book Amazon Kindle
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Example
Asset = blog post
Channel = Google search
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Example
Asset = Pinterest pin
Channel = Pinterest
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Example
Asset = Book
Channel = Amazon Kindle
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Example
Asset = Book
Channel = Amazon Kindle
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“Historic Bed and Breakfast”
the B&B’s business listing Google Maps
trip advisor listing Trip Advisor
video Youtube
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Example
Asset = the B&B’s business listing
Channel = Google maps
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Example
Asset = trip advisor listing
Channel = Trip Advisor
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Example
Asset = video
Channel = YouTube
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Optimization & Ascension
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The assets have been created to address specific search queries
according to the needs and desires of the users at their appropriate
channels. Now it's time to optimize it for each channel's search
algorithm and develop a customer ascension plan.
Questions:
• How will the prospect find this asset?
• What is the next step in the customer journey?
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Traffic is not the end goal. The ultimate goal is
Remember to generate leads and sales. So it's always
important to let visitors know what their
next step is and what guidelines need to be
included into the asset.
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Example
Asset = blog post
Channel = Google Search
Optimization = the title is
optimized for Google.
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Example
Asset = blog post
Channel = Google Search
Optimization = the title is optimized for
Google.
Visitors can easily identify their next step.
Notice the button embedded within the
content and the product offers in the
sidebar. Clearly, this site has developed an
ascension path that looks something like
this:
Google search > blog post > shop > purchase
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Example
Asset = Video
Channel = YouTube
Optimization = Keyword being optimized for:
save money on groceries
Ascension = path tells viewers what to do
next.
Visitors can easily identify their next step.
Notice the button embedded within the
content and the product offers in the sidebar.
Clearly, this site has developed an ascension
path that looks something like this:
Google search > blog post > shop > purchase
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Summing Up
Most SEO training focuses on traffic. The goal is primarily to rank at the top of
Google. People are searching for information in multiple channels, so there’s
no reason to limit yourself. If ranking on Page 1 for Google isn’t possible,
ranking #1 in Pinterest or YouTube might be a better option.
Traffic isn't the end goal, it's conversions. So think beyond traffic, clearly
promote ascension path within assets, spelling out what visitor should do
after viewing content.
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The 6-Part System in Action
Intent – Context – Asset – Channel – Optimization - Ascension
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Let’s assume I’m Home Depot and want
to create some YouTube videos targeting
the keyword, “tile my bathroom.” I start
by identifying the intent and context
around that search query.
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Keyword = “tile my bathroom”
Intent = to tile my bathroom
Context = My wife hates the old tile in
our bathroom.
Asset = video on how to tile your floor
Channel = YouTube
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Keyword = “tile my bathroom”
Optimization = Use the intent-based
keyword in the title and description (basic
YouTube SEO)
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Keyword = “tile my bathroom”
Ascension = Leverage YouTube’s built-in
ascension paths.
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How does a Search Marketer Talk
What are the terms you need to know as an SEO?
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Technical SEO
Technical SEO is about optimizing the structure
and code of a website so search engines can find,
understand, and send traffic to that site.
This is a smart focus if you’re technically minded.
Technical SEOs are skilled at tweaking code,
setting up servers, and finding the technical issues
that keep a search-engine spider from
understanding what your site’s about.
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Intent Asset Channel
A person’s goal when typing a The content produced to The digital “home” of an asset
search query on the web. satisfy the intent of a designed to meet the intent of
What information are they customer or prospect. It may a customer or prospect.
looking for? What are they include blog posts, product Assets might live on a website
hoping to achieve with that pages, social media profiles, or blog, but they may also live
information? podcasts, videos, and more. on large content hubs like
Amazon, Pinterest, iTunes,
If you know your customers’ Once you know the intent of a
and TripAdvisor.
intent, you’ll be able to find customer’s search, you need
the keywords that are most to design an asset to satisfy
relevant to your business. that intent.
Make a list of the reasons
people might buy.
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Traffic by Channel report
In Google Analytics, this is the first report we
typically look at when we get access to a site. It
tells you a lot at a high level: Where are we
hurting? Are your traffic sources relatively
balanced or does traffic come from just one or
two channels?
When sites don’t do search marketing, their
traffic tends to come from Direct or Email. Once
search marketing has been implemented,
though, you’ll begin to see more balance.
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Quantity/Quality of Backlinks
You want to run this report monthly or quarterly
to track how many websites are linking to your
site. That number should be trending upward,
with more and more quality sites linking to you.
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Keyword Rankings
Once you’ve identified the keywords you want
to rank for, you need to track your position for
those keywords.
For this, you can use the SERPs Keyword
Rank Checker. Just type in your keyword and
see where you rank.
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Summing Up
Search marketing doesn’t happen in a bubble.
Ideally it will integrate with every aspect of your
marketing, from customer research to content
creation to customer value optimization.
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