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Lesson 1
The Foundations of Digital MarketingDesigning for conversion
Presented by:
Richard Hegarty
Diploma in Digital Marketing - Part I
Lesson 1
About us
Course Agenda
Member Area & Community
Course Engagement
Designing for Conversions
Internet
Marketing Online
Monetising Social Media
Summary
Course Interaction
Q & A
About Us
• 4+ Years / 2012
• Largest LIVE Educator on the Planet
• 400,000+ new students per month
• Offices All Over the World
• 350+ full time employees (Shawsters)
• 10+ languages
• EGBET
Course Agenda
Week 1: The Foundation of Digital Marketing
Lesson 1 : Digital Marketing Foundation – Designing for Conversation
Lesson 2 : Social Marketing and Online Reputation Management
Lesson 3 : On Demand Lesson Search Engine Optimisation (Pre-recorded)
Week 2: e- Commerce and other Elements of Online Business
Lesson 4 : E –Commerce – Converting 101
Lesson 5 : Pay-Per-Click Advertising (PPC)
Lesson 6: On Demand Search Engine Optimisation (SEO) (Pre- recorded)
Week 3: Data to Drive Business Forward
Lesson 7 : More for Less – Online Affiliate Marketing Made Easy
Lesson 8 : Converting More for Less – Email Marketing Important
Week 4: Sales & Strategy Development
Lesson 9: Data Driven Marketing and Sales for Maximum Return Important
Lesson 10: Your Strategy – Building a Platform for Success Important
Webinar Interaction
• Any questions?
Our support team are here to help
• Chat box
Comment and ask us questions
• Bonus Q&A at the end of every lesson
• How do I access recordings?
• www.shawacademy.com – login top right
Social Media
https://www.facebook.com/shawacademy https://twitter.com/shawacademy
Congratulations
A Journey of a Thousand Miles Begins with a Single Step
- Lao Tzu
You have all taken your first step
We are with you every step of the way
Let’s Begin
Designing for conversions
Conversion
Designing for conversions - Definition
When a user completes an action online that you have defined as adding to your business
Designing for conversions - Question
To stimulate the brain we will continuously ask questions
How do you achieve a conversion?
Designing for conversions
What is Marketing?
Why Do we Do It?
Market Research.
Traditional Marketing.
The Accountability Problem.
Designing for conversions
Designing for Conversions – What?
www.reforms.net
Good looks don’t equal good design.
What does this sites owner do?
What is its purpose?
Designing for conversion - Conclusion
Clear about what we want
Make it easy for the customer
Have a brilliant experience for the user
What is the purpose
Internet
Internet
Internet - Question
How can we use the internet to have accountability ?
Internet
Along came the internet The Internet and the World Wide Web. Problem Solved – Digital Marketing
Internet, now its serious…
• Facebook: 1 billion users 1million+ advertisers.
• 3 million+ advertisers on Google ~ $67bn in 2015.
• Amazon $89bn for 2015, eBay $18bn .
• In UK today more spent on Digital Advertising than TV.
• Web will account for or influence 59% of U.S. retail sales by 2018 Forester 2014
• Not Digital Marketing. It’s Marketing in a Digital World.
Internet
Internet
Today – Always on the Internet
• Multiple Devices.
• Mobile is the centre of the multi device Internet.
• 50%+ Internet connections made through Mobile.
• That means….• Always On• Personal & Social• Truly Measurable• Internet at Point of Sale – Direct & Indirect• Responsive Design
Internet
Internet- Conclusion
Social media
Web site analytics
Optimising through mobile
Email marketing
Using the internet to achieve accountability
Mobile Marketing
Mobile Marketing
Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.
Mobile Marketing – Definition
Mobile Marketing - Question
Why is mobile important when considering digital marketing?
Mobile Phones Social Network Users
Mobile Marketing
Desktop and Mobile Growth
Mobile Marketing
Mobile Marketing - Conclusion
Mobile is dominating online space
It must be fast - people want results NOW
You will lose customer – Who will NOT come back
Social media and mobile user
Marketing online
Marketing online
Marketing online - Definition
Online marketing, which is also called internet marketing or online advertising, is any tool, strategy or method of getting the company name out to the public. The advertisements can take many different forms and some strategies focus on subtle messages rather than clear-cut advertisements
Marketing online - Question
How would market your self online ?
Marketing Online
Marketing Your Online Assets
Get Off Your Horse! It’s not About Your Brand.
Add Value.
Be Unique – Don’t Try and Be Something You are Not.
Manage Your Content.
Be a Disrupter.
Choose a Channel you Can Compete In and Focus.
Give it Away – Win Trust.
Marketing Online
Customer is King
United Airlines Broke My Guitar
Comcast Technician Asleep on Couch
Fedex Employee Throwing Items in a Truck
http://www.youtube.com/watch?v=5YGc4zOqozo&feature=youtu.be&t=1m1s
https://www.youtube.com/watch?v=viw2TVBygBg
http://youtu.be/Aq_jkUVgrc0?t=20s
Digital Marketing Communications Mix
SEOEmail
Marketing
PPC
Display
Advertising
Analytics
Affiliate
Marketing
Design &
DevelopmentE-commerce
Reputation
Content
Marketing
Social Media
Mobile
Messaging
Marketing online
Marketing online - Conclusion
Be Unique – Original content
Add value – Think on the customer
Become an authority online
Use the marketing mix
Monetising Social Media
Monetising Social Media
Monetizing Social Content: The act of optimizing ones social media channels or the content contained or posted there in for the purpose of increasing the conversion rate of traffic driven to the website from a social marketing channel, or as a result of activity within it.
Monetising Social Media – Definition
Monetising Social Media - Question
How would you monetise Social Media ?
Monetising Social Media - Question
This is about understanding your own businesses needs, not all Social media users are buyers.
The most common error made in social media strategy from a business perspective.
Its up to you to build the desire to complete a conversion.
Targeting Social Content: Ensuring you are sharing the correct type of content and on the right topics to inspire conversions from your users.
Monetising Social Media - Question
Focus on Conversion: When a user completes an action online that you have defined as adding to your business.
Purchase: You want them to buy something.
Video View: Do you have a channel on YouTube you are trying to build.
Page View: You want users to read a blog piece.
Question will be up on Friday on twitter @ShawacademyRH
Monetising Social Media - Question
Dress looks great on the model
Tropical Setting
She looks happy and like she is having fun
Bright Sunny surroundings
Pose of the model with hands in pockets
Monetising Social Media - Conclusion
Become an authority
Don’t just focus on sales
Add value to the user
Focus on the journey to a conversion
Summary
Designing for conversions
Internet
Marketing online
Monetising social media
Congratulations you have just laid the foundations
Tús Maith Leath na hOibreo Now we can start building on the work you have started
o Attend all of the lessons live to ask Questions in real time
and benefit the most
o We’re here to help, so contact us anytime!
Next Lesson
• The next session is “Social Media and Online reputation management”
• ORM platforms
• The golden rule
• ORM tools
• Dangers of doing nothing
• Real case studies
• Attend all of the lessons LIVE and your knowledge will grow
• Shaw Academy Lifetime Membership Prize during Lesson 8
• Recordings are available within 24 hours
Go to www.shawacademy.com and then the Top Right Corner – Members Area
Our new YouTube channel
https://youtube.com/theshawacademy
Check out my video
Q&A
• We begin looking at the different social media platforms
• You will learn about ORM platforms , The golden rule, ORM tools,
• Dangers of doing nothing, and Real case studies
• Covering these topics will allow us to move into more application focused areas
• You will gain real experience and useful Knowledge
• We reveal the answer to today’s question
Next Lesson is
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www.shawacademy.com
Social Media and Online Reputation Management
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