The Definitive Digital Marketing Framework | Evan VanDerwerker
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The Definitive Digital Marketing Framework | Evan VanDerwerker

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The age of digital marketing is upon us! Thus, it's important to develop an effective digital marketing strategy to drive better results for your business. ...

The age of digital marketing is upon us! Thus, it's important to develop an effective digital marketing strategy to drive better results for your business.

However, it's hard to make sense of the innumerable competencies: e-mail marketing, marketing automation, search engine marketing, mobile and website optimization, and analytics.

That's why I've developed "The Definitive Digital Marketing Framework," to help small business owners organize their digital efforts--as well as improve upon their existing strategies.

As always, if you have any questions, don't hesitate to reach out!

Website: http://www.evanvanderwerker.com

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  • 1. THE DEFINITIVE DIGITAL MARKETING FRAMEWORK AN ORGANIZED WAY TO DO DIGITAL THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 2. WHAT’S UP WITH THIS DECK?  This PowerPoint presentation will introduce small business owners to the different strategies available for product promotion and lead generation.  Furthermore, it will introduce useful web tools that will help streamline your online activities and improve your online strategies.  All recommendations are either free or low cost. THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 3. WHAT IS DIGITAL MARKETING? Digital Marketing E-mail Marketing Marketing Automation Search Marketing Website Optimization Social Media Marketing Search Analytics Web Analytics Content Marketing Search Optimization Usability Social Networking Pay-per-click advertising Mobile Marketing User Experience THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 4. THE STRATEGY: SUMMARY THE PRIMARY STRATEGY SUPPLEMENTARY TACTICS 1. Develop content: Develop quality content on a continuous basis. 2. Feature each piece in an e-mail: a. Configure a nurture campaign. Draft e-mail’s in which you link to a content piece. Set up an ongoing system of touch points. 3. Place content behind forms on landing pages: Draft landing pages where you’ll promote each piece of content. 4. Optimize landing pages for search engines: a. SEO: b. Management: Perform SEO on your landing pages that house your forms. Optimize your site. Maintain the website. 5. Utilize paid SEM to promote your website: Using Google Adwords, pay-per-click campaigns can drive traffic. 6. Use social channels to promote your website: a. Grow networks: b. Create leads: Promote your content (the landing pages) via social networks. Increase following. Engage prospects
  • 5. LIST MANAGEMENT THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 6. LIST MANAGEMENT 1. Compile all of your contacts into a single location: A CRM system, or a simple spreadsheet.     Computerize business cards; Comb your e-mail inboxes; Gather your marketing lists; and, Pull from your databases. 2. Determine the necessary demographic/geographic information.  Add additional fields with special attention to executing targeted campaigns in the future. THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 7. LIST MANAGEMENT 3. Fill-in all of the information gaps. All contacts should have a full profile. 4. Continuously improve the size and quality of this comprehensive marketing list:    Who will manage the list? How will new contacts (from Sales, for example) be gathered and entered? What will happen to contacts that become irrelevant? THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 8. CONTENT DEVELOPMENT THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 9. CONTENT DEVELOPMENT  The quality of your content is where the success of your campaign truly lies.  The better the content, the easier your efforts will be.  Content can include:      Whitepapers or case studies Blog posts Videos ―How to‖ guides Tweets THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 10. DRIP NURTURE CAMPAIGN THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 11. DRIP NURTURE CAMPAIGN  The drip nurture campaign is the foundation of the entire strategy.  Series of e-mails, set-up to be automatically distributed to recipients based on behavior.  Each e-mail should feature a unique piece of content.  The type of content should progress from a ―soft sell‖ to a ―hard sell‖ topic.  For example, send a helpful video before sending a product sheet.  Use Loopfuse free of charge! THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 12. THE WEBSITE THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 13. THE WEBSITE  Place your high quality content behind forms on landing pages, to trade contact information for a download.  Promote your keyword-rich landing pages on social channels.  And, work to continuously improve your website: Usability, user experience, relevance, function, etc. THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 14. THE WEBSITE  Use Google Webmasters to monitor site issues.  Fix broken links and ―No Index‖ problems.  Use Google Analytics to track and manage visitors  Schedule weekly reports to guarantee your attention.  Tracking link development.  Use WooRank.com and similar sites to gauge the priority of improvements to your site.  The Free trial is sufficient.
  • 15. SEARCH ENGINE OPTIMIZATION THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 16. SEARCH ENGINE OPTIMIZATION  Keyword Research – Using a series of research-type strategies, keywords of interest are to be found.  Keyword Analysis – From the seed list, keywords with the most potential and largest effect are to be chosen.  Content Optimization – Content should be redrafted using the keywords.  Include keywords on all page elements as well!  Link Building – Inbound links should be continuously generated for newly-optimized content. THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 17. PAID SEARCH ENGINE MARKETING THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 18. PAID SEARCH MARKETING  PPC is an acronym for ―pay-per-click‖ advertising.  The campaign will be used to supplement any lack of SEO benefits for new content or websites.  Essentially, search engine results page (SERP) space will be purchased for target keywords.  Use Google Adwords to execute the campaign. The budget can be predetermined. THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 19. SOCIAL MEDIA THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 20. SOCIAL MEDIA  Creating channels: Establishing a presence on social channels is priority number one.  Promoting channels: Maintaining and increasing your social networks is an ongoing process.  Be sure to invite your current contacts to join your networks.  Generating/nurturing leads: Engage with customers to push them into your drip nurture campaign. Pinpoint potential customers and maintain contact through continued engagement.  Gathering customer/competitor insights: A scalable system of gaining insights should be set up to streamline networking.  Obtained insights will be used to direct the creation of content.
  • 21. TWITTER  Twitter will be used for:  “Organic” advertising, such as status updates regarding your company, and continuous sharing of relevant content.  1-to-1 engagement with new followers and relevant users.  1-to-1 sharing of content.  Automatic direct messages, promoting your most recent piece of content. THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 22. LINKEDIN  A LinkedIn Company page should be maintained similar to the Twitter account:  Content will be regularly shared on the page, both original and relevant.  The on-page, static content will be updated and managed—new content for every product launch or company initiative. THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 23. LINKEDIN ADVERTISING  Paid advertising, targeted at potential customers, promoting:  Your website  Your content  Your social networks  ―Lead Collection‖ can be used (a free addition) to add an ―opt-in‖ option for those who click the ads.  The budget can be predetermined. THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 24. OTHER SOCIAL NETWORKING  Facebook is a good channel for companies with an established process for creating content (because it requires a lot).  Google+ requires the most upkeep and attention. It’s best that you have a strong presence on other networks for cross-promotion.  Niche networks: There are a seemingly unlimited number off websites that can be leveraged for specific purposes: Flickr for photo-sharing, for example. THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 25. SOCIAL INTEL. GATHERING  A scalable system of monitoring and gathering the ―nearby‖ social space should be developed.  The tools include the following:  TweetDeck can be used to monitor conversations on Twitter.  Klout can be used to gather relevant, influential users on social channels.  Feedly can be used to congregate relevant content for reading and sharing.  Google Alerts can be used for business- and customer-relevant keywords. THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 26. REACH-OUT CAMPAIGNS THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 27. ―REACH-OUT‖ CAMPAIGNS  ―Reach-out‖ initiatives can be implemented to parallel business strategies.  For example, if your company needs:  Customers, a reach-out campaign could be used to mine, target, and solicit potential leads.  Testimonials or quotes, a reach-out campaign could be to develop a survey and distribute to current customers.  To generate more press, a reach-out campaign could be to push potential content ideas to relevant outlets. THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 28. THANKS FOR VIEWING! Let me know if you have any questions or comments! THE DEFINITIVE DIGITAL MARKETING FRAMEWORK 12/14/2013
  • 29. LET’S CONNECT! FACEBOOK.COM/EVANVANDERWERKE @EVANVANDERWERKE EVAN@EVANVANDERWERKER.COM EVANVANDERWERKER.COM THANKS!