Final SEO / SEM Client Analysis for MARK5000

Due Monday, December 9^th to lfair@sl.on.ca.

Marked and returned with comments Friday, December 13^th

Revised report sent to client by students, cc’d to Lindsey by Monday, December 16^th.

15%

Full Project Rubric >> 

MARK5000 Due Dates between now until the end

Free or Trial Analytic Tools You can Use

Web

• Google Analytics
• Open Web Analytics
• Yahoo Marketing Dashboard
• Piwik
• Clicky
• GoingUp
• Stat Counter
• Site Meter 

Social

• TweetReach
• Social Mention
• Twazzup
• HowSociable
• Reachli 

Web & Social

• Reinvigorate
• MixPanel
• Woopra
• Addictomatic
• IceRocket

You can also use a lot of the same tools that were used for your digital audit [here's that blog post to help you remember those]

Target Market Refresher

direct response market segmentation and lists from Lindsey Fair
[ignore the last slide about assignments - that was from a previous course]


This whitepaper has great information on why / how and when to segment well. The section on behavioural will be really helpful for the course, but more importantly once you're out in the field.

Segmentation Tools

• http://environicsanalytics.ca/prizmc2_cluster_lookup.aspx
• http://www.canadapost.ca/cpc2/addrm/hh/pending/indexp/cpALL-e.asp
• http://www.tetrad.com/pub/documents/pnesegments.pdf
• http://www.naics.com/search.htm
• http://www.cityofkingston.ca/cityhall/neighbourhoods/data.asp

Gantt Chart Samples for MarComm Planning

Here's a sample Gantt Chart that had several different content themes & messages and an integrated channel approach >>

Web Marketing Plan Outline

·       Client Overview

o  Target Market / Persona (general, web)

o  Audit

o  Goals (business, web)

§  Priority List

·       Recommendations

o  Strategy

§  Themes

§  Focus

·       SEO

·       SEM

·       Conversion

o  Web

o  Mobile

o  Blog

o  Wiki

o  Email

o  Tactics

§  Content

·       Formats

·       Calendar

§  Integration

§  Timeline

·       Milestones

·       Ghantt Chart

o  Metrics / Analytics

Web Strategy Based on Budget

Digital Marketing Strategy... When to use what strategy

http://www.smartinsights.com/digital-marketing-strategy/digital-marketing-planning-template/

Conducting a Digital Audit

Here's some tools for conducting a digital audit:

• Google Webmaster Tools http://www.google.com/webmasters/tools/
• Hubspot’s SEO Audit Tips http://blog.hubspot.com/blog/tabid/6307/bid/34088/How-to-Audit-Your-Website-for-Improved-SEO-and-Conversions.aspx
• Woorank SEO and Traffic Estimator Report www.woorank.com
• Inbound Link Assessment, SERP Results www.moz.com/tools
• Other Useful Google Insights Tools: https://support.google.com/webmasters/answer/156184?hl=en
• to check inbound links on Google: link:url.com
• Sitemaps: https://support.google.com/webmasters/answer/156184?hl=en
• Domain Name Search: domainsatcost.ca
• Link Checker: brokenlinkcheck.com 
• Mobile Analysis: http://mobitest.akamai.com/m/index.cgi

The complete digital marketing audit checklist can be found here >>

MARK5000 Wireframe Assignment

Due: Monday, October 7 (start of class)

Format: Hardcopy

What:

1. Navigation / Section Structure (1 page)
2. Look and Feel (1-2 pages) of main page that incorporates general theme, main call to actions, colour pallette, style guide and other principles discussed in class today (reference class videos, slidedecks and SEW). This does NOT require that the full content be submitted but rather where / how the content will be placed and the general theme of the content.

For: SEM project client

Who: In SEM project teams

This will be marked in place of a blogpost (therefore worth 2%).

How to Choose the Right SEM Strategy - Organic or Paid

SEM Project Rubrics for Both Classes

Each class has a slight variation on the SEM Client Project so make sure you're looking at the right one.

MCOM43 SEM Project Description, Deadlines and Rubric (click here)

MARK5000 SEM Project Description, Deadlines and Rubric (click here)