A Digital Marketing Manager’s Journey to Keep up with Technology Visits Day 1 of Salesforce’s Dreamforce 2013 Cloud Expo1

Technology is constantly changing and to stay up to date and discover the multitude of tools available to me as a Digital Marketing Manager, I spent part of yesterday walking around Salesforce’s Dreamforce ’13 at San Francisco’s Moscone Center meeting with different exhibitors to educate myself about strategizing, deploying, measuring, managing, analyzing with the latest technology.

As a marketer, it is important for me to stay on top of new marketing tools and technologies that can either engage customer experiences or improve marketing processes.  To deploy email marketing, social media, and other digital marketing efforts, finding the right technology that fits with your company and customers is important to maximize responses and revenue.  In an effort to reduce the length of this post, only a portion of the exhibitors that I met with are mentioned.  The companies mentioned below are no more important than the companies that I didn’t mention, and the companies not mentioned will appear in future posts.

In today’s digital marketing age, capturing data and analytics does not always happen in a timely fashion. However, waiting for analytics from digital marketing efforts may be a thing of the past with Birst, a Salesforce plugin.  Birst pulls all of your data from all of your digital marketing efforts in real time making it easier to calculate return on investment, ROI, make any changes if necessary, and make data driven decisions.

While Birst helps deliver real-time results of your digital marketing efforts, you need to develop objectives that your digital marketing efforts need to meet.  To help you develop those objectives, First Rain can assist you.  They can deliver real-time relevant knowledge and data about your market to help you design realistic objectives and market strategies for your business.

Every day, marketers utilize many types of media for various marketing efforts that drive customers to websites to take actions.  The different types of media include direct mail, email marketing, Social Media, online advertising, mobile, etc. As customers take action on your websites, they follow a path that originated from one of the types of media used.  Standard Register’s SMARTworks Connect solution with Salesforce, you can figure out which effort motivated your customer to take action and calculate return on investment by type of marketing effort.

If your product is subscription based, Kinetic Growth can assist you with renewal automation, billing, invoices, quotes, credit card payments, and account management.

All of these applications assist marketers in their jobs.  Just keep in mind, these applications plug in to Salesforce.com.

Dreamforce ’13 is a conference for marketers using Salesforce.com and developers of Salesforce.com applications to help keep you up with the tools and technologies to maximize your revenue.

Learn More about Digital Marketing Manager, Cindy Plough

SEO Mondays: Preparing your Keyword Analysis for your Website’s SEO

Welcome to the 1st SEO Monday: Preparing your Keyword Analysis for your Website’s SEO

SEO (Search Engine Optimization) is the ability for your website to appear in the top position when your keywords or phrases are entered as search terms in Search Engines like Google, Bing, and Yahoo. The components involved in landing the top position include:

  • Keyword Analysis
  • Optimizing Content
  • Link Building
  • Making Content Easy to Share

Today’s Focus: How to complete a Keyword Analysis?

The Keyword Analysis process will generate the highest return in your SEO activities, and help you get your target audience to your website via search engines. Let your potential customers find you rather than you spending time and money to find potential customers by completing a Keyword Analysis.

The process of conducting a keyword analysis consists of three parts. The purpose is to determine what keyword phrases will help you appear on the first pages of the search engine results page, and then, you want to use these keyword phrases in your marketing copy, editorial content, any titles, and html tags used on your website.

To keep generating positive results from your SEO activities, your Keyword Analysis needs to be conducted on a regular basis as potential customers change the words they use to search for your products/services or how Google tweaks their algorithm.

Part 1 – Generate a list of your Website’s Keyword Phrases

Knowing that the average number of words entered into the search box on search engines are 3 to 4 words, your keywords are more like Keyword Phrases where each Keyword Phrase should be no more than 4 words. By including key phrases instead of keywords on your list, you decrease your competition for your keywords.

To help determine your keyword phrases talk to your sales teams and customers to see what search terms or phrases they use when looking for your products and services.

Part 2 – Determine the Competition for your Keyword Phrases

For each and every  keyword phrase on your list, enter it into Google.com with quotes around each keyword phrase . Look for the “About … results” in grey in the upper left hand section of the screen, and this will tell you how many pages contain your keyword phrase.

Why do we use quotes for this search?
Because Google will give us results with the exact match to what you searched for. Let’s say we are searching for SEO Management. If we use quotes around the phrase, we will get results where SEO Management appear next to each other. If you entered SEO Management without the quotes, you will get results where SEO and Management appear on the page, but SEO and Management don’t appear together. Using the quotes gives you an accurate picture of your competition.

Part 3 – Determine the Search Volume for your Keyword Phrases

  1. Create a list of your Keyword Phrases into Excel and Save the file as a CSV file (make sure the file only contains your Keyword Phrases)
  2. Login to your Google Adwords Account
  3. Under Tools and Analysis select Keyword Planner
  4. Click “Get Search Volume for a list of Keywords or group them into ad groups”
  5. Upload the CSV file with your keyword phrases
  6. Click “Get Search Volume”
  7. Select the “Keyword Ideas” Tab to see your results

After completing parts 1, 2, and 3, you may end up with an excel spreadsheet that looks similar to what you see below if you were looking for a Keyword Phrase about SEO for your website:

Keyword Phrase Google results with Quotes Average Monthly Searches Competition
SEO 191,000,000 90,500 High
SEO Management 207,000 480 High
Starting SEO 10,400 10 Medium
Planning SEO 17,600 10 Low

Given the data in the above table for potential keyword phrases about SEO, I many continue to play around with the words for my SEO Keyword Phrase until I find a SEO phrase that generates about 10,000 Google results and an average monthly searches around 400 with a Low to Medium Competition.

What do you have to look forward to for the rest of the week from Cindy Plough’s Digital Marketing Manager Blog?

Weekday Topic
Tomorrow Email Marketing
Wednesday Social Media
Thursday Content Marketing
Friday Mobile Marketing
Next Monday More SEO

I look forward to writing about email marketing tomorrow, so ta ta for now.

Resources for Keyword Analysis:

Learn More about Digital Marketing Manager, Cindy Plough

When and What Digital Marketing topics can you Expect from the Digital Marketing Manager Blog

Thank you to everyone who is following my blog, and I look forward to bringing you digital marketing news and tips.  Starting next Monday December 1st, a new editorial schedule will start.  Here is what you can come to expect from Cindy Plough’s Digital Markeing Manager Blog:

Weekday Topic
Monday SEO
Tuesday Email Marketing
Wednesday Social Media
Thursday Content Marketing
Friday Potpourri topics will can vary between Mobile Marketing, Digital Advertising, SEM/PPC, Analytics, and Affiliate Marketing

Until next Monday, my blog posts will include additional Salesforce.com’s Dreamforce 13 exhibitor visits. Each day will cover 4 of my visits.

Domo – Develops easy to use dashboards that contains your data in one single view to facilitate decision making. Domo’s business intelligence platform delivers analytics in real time to help marketers become more efficient and track revenue streams.

Pitcher – As Marketers, we prepare many materials to assist our sales departments.  With Pitcher’s application, we can monitor how often Sales Managers use these marketing materials.  If Sales Managers aren’t using our marketing material, we can work with our sales departments to create marketing materials that will help the sales team generate revenue.

Tenrox – As we move forward in Digital Marketing, the ultimate goal for marketers will be to engage our customers. With Tenrox, we can manage digital marking efforts, monitor expenses, and manage resources to ensure our efforts deploy on time and on budget.

ThousandEyes – We work tirelessly to implement our digital marketing efforts.  Each effort consists of an infrastructure that operates behind the scene to bring our digital marketing efforts to life. No matter how often we test the infrastructure before our efforts go live, you never know when something might go wrong. ThousandEyes comes to the rescue.  When our digital marketing efforts go live, ThousandEyes moniors the infrastructure and indicates if and when a component of the infrastructure is broken.

Learn More about Digital Marketing Manager, Cindy Plough

A Digital Marketing Managers Takeaways from Salesforce.com’s Dreamforce 13

While the last day of Salesforce.com’s Dreamforce 13 wasn’t as busy as the previous days, I still had to forge my way through some crowds to see the exhibitors that I wanted to visit before the conference came to a close. In an effort to reduce the length of my blog post, today’s post will include my takeaways from Dreamforce 13, one exhibitor highlight, and links to additional information about the conference.

Recap of Dreamforce 13
As a Digital Marketing Manager, the main takeaway from Salesforce.com’s Dreamforce 13 is that there are a plethora of tools and data centers that operate in the cloud to interface with CRM systems giving Digital Marketing Managers the ability to manage and analyze digital marketing efforts. While you can hire a multitude of vendors to create, manage, and provide analytics for digital marketing efforts, it is up to the Digital Marketing Manager to develop objectives, strategize on which tactics can achieve those objectives, and manage all vendor activities are achieving your objectives.  In this digital world, an additional role for the Digital Marketing Manager is to continuously look for ways to extend the organizations brand awareness, increase revenue, and create unique experiences for customers.

Dreamforce 13 Exhibitor Highlight: GoodData
GoodData provides business intelligence dashboards for CRM data to help marketing, sales, and customer service departments.  For the marketing department, GoodData builds dashboards for marketers to gain insights into demand, advertising, social media, SEM/PPC, and eCommerce. With GoodData, you can gather all the data you need to see how your individual digital marketing efforts can help you build stronger agile marketing campaigns. Don’t use Salesforce, no worries, GoodData can work with other CRM systems, but the setup timeframe takes longer than it would with Salesforce.

Additional Salesforce.com’s Dreamforce 13 resources:

Starting Monday, each blogpost will include a Dreamforce 13 exhibitor highlight, some digital marketing tips, and a must read article that might help you in your digital marketing efforts.

Learn More about Digital Marketing Manager, Cindy Plough