Intro to Digital Marketing (slideshare)

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Table of Contents 21.Introduction ……………………………………………….……….……….Page 42.Digital vs Traditional Marketing .............................Page73. Budgeting……………………………………………………………….…… Page 84.Planning ……………………………………………….………..…………… Page 155.Content Strategy………………………………………….….……………Page 166.Landing Pages…………….………………………………………………… Page 207.Channels ……………………………………………………….………..…… Page 218.Social Media ………………….……………………….……………….…… Page 229.Email Marketing ………………………….………….………….….…… Page 2410.Lists and Segmentation ……………………….……………….…… Page 2811.Video Marketing …………………………………………………….…… Page 3612.Success Metrics ……………………………..…….……………….…… Page 40

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Introduction 4

• In this course, we will discuss planning, budgeting, channels, content strategy and analytics for your digital marketing.• For each of the these, we

cover them in more depth with specific strategies and tactics in further courses.For additional courses: https://www.vbout.com/blog/category/product-video/

Introduction 5

That state of digital behavior today: • 91% of consumers check emails daily.• 66% of consumers have made a

purchase online after an email marketing message. (source: Brandmuscle).• Over 70% of individuals, in B2B and B2C,

conduct research online before making a buying decision.• Digital marketing spend is increasing

as more actions and business happens online than ever.

Introduction 6

Digital vs Traditional Marketing

• Getting content seen is a push and pull tactic and involves practices like SEO.• Reaching targets is a complex web of

sites.• Optimizing your content for different devices.• Using analytics to test what works.• Designing content so customers flow

through buyer’s journey seamlessly.• Enough info to help a customer make a

decision and purchase instantly.

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Budgeting 8

• 80% of corporations plan to increase digital marketing budgets in the next 12 - 18 months. (Source: "The Future of Digital Marketing, Oct 2015”)• The part of your budget for

online activities (content, social and mobile) depends on your goals, target market and industry.• You also have to understand your

typical customer’s behavior to know what activities will result in new or repeat business.

Budgeting 9

Defining your typical customer as a “persona” is necessary for planning.Useful questions to ask are:• Do they spend a lot of time online?• Where do they like to spend time

online?• What are they doing online?• Are they researching products

like yours online?• Are they buying services or goods like yours online?

Budgeting 10

• To answer these questions use: market research, competitors’ activities, typical customers digital footprint, surveys, and testing.• The more time your customers spend online researching or buying your products, the more resources you should dedicate to digital.• Pay attention to the difference

between vanity metrics and real metrics when deciding where to invest time and money.

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Budg

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As in the chart, your budget for digital is generally broken down into: • Social media• Email marketing• Mobile marketing• Display advertising• Search marketing (PPC,

banner ads) usually receives the largest portion

Budgeting

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• Determine the best platform to achieve your goals and maximize your ROI.• Focus on platforms where you are

in full control of both targeting and cost.• Spend on activities that help you

reach the right people on the right channels, at the right time, in the right way.• If you are in a very competitive

space, you may need sites and spaces that are less competitive to engage your target.

Budgeting

Budgeting 14

PlanningStart these questions:• What do you want to

achieve?• Who are you trying to serve?• What value are you offering?

Most companies want more sales.Be as specific as possible: sales of what and to whom?

Put planning into percentages, numbers.Clearly define goals that tie into business goals.

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Content Strategy“Build it and they will come” doesn’t apply to inbound marketing. Develop your strategy with these steps:• Identify target audience needs.• Write on themes that matter to them

the most. • Focus on topics that solve their problems.• Use content to develop a trusted relationship with them. • Your content is not a direct sales tool for your products and services. • The focus is developing the relationship first.

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Here’s a model to visualize strategy. It includes:

• What to create.• Purpose or goal for

content.• Channels for

distribution.• Stages like “listening,”

“analyzing” and “optimizing.”

(Source: Content Marketing Institute 2013)

17Content Strategy

First design your home page. You have 7 seconds to build trust to keep a visitor interested in learning more or purchasing.Successful web design will:• Be easy to navigate.• Communicate your value proposition

clearly.• Feature professional photos and layout.• Have contact information clearly

displayed.• Include call to action buttons to guide

your visitors to various actions.

18Content Strategy

Content StrategyArguably your second most important web pages are landing pages. These are separate from your site and have one goal for a visitor to complete.

Usually the goal is to collect an email address or make a purchase by offering something your target customer will value. They should contain the following: • CTA• Video• The offer • Client testimonials

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Landing Page 20

ChannelsChannels in digital include:

• Social media• Email marketing• SEM (search engine

marketing)• Content marketing• App development

Let’s have a look at the basic tactics for each.

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Social mediaWhich sites?

• You have The Big 4: Facebook, Twitter, LinkedIn and Google+.

• Depending on your target, others may make more sense for your brand and goals.

• Research other common sites and know where your buyer persona is most active and engaged.

• These could include: Pinterest, Instagram, YouTube, Snapchat.

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Social MediaKey tips to grow your numbers of followers:

• Engage with influencers.• Produce content that connects with

your target.• Reply to comments and moderate all

activities.• Be consistent with daily or weekly

posts. • Reach your target at the times they are online.• Post at different times and republish old content.• On some channels a post only “lives” for 6 minutes.• Use analytics to optimize post times

and content.

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Email MarketingEmail do’s and don’t:• Don’t send too frequently.• Don’t send irrelevant or repetitive

content.• Do personalize and send offers that

address the needs for that segment or group.• Do include an “opt-out” button – it’s

not just nice, but important to not get marked as spam.• Do use email automation to design

campaigns and let them run, also called drip campaigns.• Do use analytics to track click through

rates, open rates, time spent reading, etc.• Do use these numbers to optimize your

content.

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Email Marketing:

Stats

Email Marketing 26

Tips for successful campaigns:

1) Build a solid email list. Two most common ways to do:• Build landing pages.• Collect emails through pop-ups on your website.

2) Segmentation for your lists.• Segmenting by certain data

will allow you to send personalized messages.• Personalized, relevant

messaging have higher percentage of closing sales.

Email Marketing 27

Marketers who use list segmentation:

• 39% saw greater open rates.

• 28% see lower opt-out and unsubscribe rates.

• 24% see better email deliverability and increased sales leads.

(Source: eMarketer)

Lists and segmentationYou can use many characteristics for different reasons. What to choose depends on your product, goals, target and offers.

Here are some common items to use:• Geographic location• Level of interest• Content type (infographic,

ebook, webinar)• Frequency of purchase• Socio-economic factors• Demographics: age, gender,

education

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Lists and segmentation 29

Mobile responsiveMobile is essential in 2016. Tips:

• Current coding ensures content will fit any new devices to the market.• Make sure load times for

pages are low.• Make sure images and content

are easy to scroll through on different devices.• Test and view all content on

different devices to see how easy they are to navigate and read.

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Mobile responsive 31

Consider building apps:• For better more robust user

experience.• Increases engagement.• More flexibility and features

than responsive sites (ex: push notifications, beacons).

About 80% of time spent on mobile phones is using apps.

(Source: business2community, Oct 2015)

SEO: Search Engine Optimization

Help people find your content, websites and landing pages by practicing SEO.

SEO is a series of strategies and tactics to increase traffic to a website by obtaining a high-ranking placement in the search results page of a search engine.

• Use keywords that your target use to search for products like yours.• Google trends is one common tool

used to determine the best keywords.

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SEO: Search Engine Optimization

Tips:• Long tail keywords, meta

descriptions, and using major keywords in an article that match the headline and subject also improve SEO. • Earning back links from other

sites for offsite SEO is also extremely beneficial for rankings too

These SEO practices influence your organic search results. It’s very competitive so you’ll have to work at this and use best practices.

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Paid Adverting

The next way to increase search results and visibility for your site, products and content are with paid ads.

Definition: Paid search marketing is advertising in sponsored listings of a search engine or a partner site by paying either each time your ad is clicked (pay-per-click - PPC) or when your ad is displayed (cost-per-impression - CPM).

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Paid AdvertingTips:• Many sites offer PPC ads with

different rates.• Pay close attention to how

well they target specific audiences.

• Everyone is on Facebook, for instance, you want to make sure Facebook ads will be seen by your target.

• Test and analyze your ads using different photos, tag lines, sites, times to post and more.

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Video marketing 36

Video marketing is one of the best ways to captivate your audience and hold their digital attention spans.

Useful stats:• In Q2 2014 alone, U.S. consumers

watched 38.2 billion videos.• By 2018, 69% of total Internet traffic will be video (Cisco).• Every minute, 48 hours of video are being uploaded to YouTube.

Video marketingTips: • Create a clear, short video of your product or service.• Videos increase understanding of a product or service by 74%. (source: Business2Community)• Create fun, interesting, useful

content for YouTube, the number 2 search engine in the world.• Increase shares by creating more

videos: 15 min video is likely to be shared 37% more than those 30 seconds to a minute.

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Analytics• Analytics provide guidance on what to change to meet your goals. • Tools like A/B testing provide data to see what works better to get closer to your targets.• Develop KPI’s (key performance indicators) to measure success.• Measure ROI (return on investment) from marketing activities.

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AB Testing 39

Success metricsYour KPIs, Success Metrics, are determined by your goals. Here are examples of items to measure to see if you’re reaching your goals.

• Customer’s acquisition from social media

• Traffic from organic search (SEO)

• Traffic from paid search• Email open rates• Click through rates• Referrals (inbound links)

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Success metrics: Organic Search 41

Success metrics: Social Media42

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