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Digital Marketing Beginner's Guide
 

Digital Marketing Beginner's Guide

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    Digital Marketing Beginner's Guide Digital Marketing Beginner's Guide Presentation Transcript

    • A Digital Marketing Guide for Traditional Marketers Digital Marketing Strategy and Tactics
    • Im Eric Metelka, founder and CEO of the DigitalMedia Certification, the standard of professionalexcellence for digital marketers. I am a formermanagement consultant and the former digitalmarketing manager at BestVendor.
    • What I Am Going to Cover☐ Introduction☐ What Is Digital Marketing?☐ How To Set Up Your Customer Funnel☐ Tactics to Maximize Conversions
    • Proctor & Gamblelaunched their TVcampaign for OldSpice onFebruary 9th, 2010
    • Google Searches for‘Old Spice’ And over 10 million YouTube views by April
    • YouTube video Response campaignJuly 12th-14th - 205 30 second videos
    • Google Searches for‘Old Spice’
    • Subscribers Followers 231% 2700% Fans Visits 60% 300%
    • Sales 125%
    • What did P&G learn?• Digital is additive to traditional campaigns• Viral traffic is short-lived• Increased top of funnel distribution due to increased followers/subscriptions• Still need to convert to purchase Integrate digital into brand strategy
    • Why Digital?
    • You CanMeasure It
    • You CanMeasure It
    • Types of Digital Marketing
    • How To Set Up Your Customer Funnel
    • Traditional Customer Funnel
    • Different Tactics toAcquire andConvert Customers
    • Google Analytics - free KISSmetrics - paid Mixpanel -piad
    • 1. Define Top of Funnel(who is your customer?)
    • 1. Define Top of Funnel (who is your customer?)2. Define Bottom of Funnel (what is your end goal?)
    • 3. Define Middle of Funnel
    • æt ö ç +1÷ è ct ø K -1Custs(t) = Custs(0)* K -1
    • Clearly DefineGoals
    • Clearly DefineGoals Make Goals Actionable
    • Tactics to Maximize Impressions
    • Paid vs. Free Media
    • ONLY 18% OF CLICKS GO HERE 82% GO HERE
    • Do the Math! CPC < Price * Conversion % ?
    • How Google Works
    • Digital Marketing Tactics Work Together!
    • Go where your customer is
    • Tactics to Maximize Conversions
    • Landing Pages Call-to-Action Capture Email
    • Know What YourCustomer Wants
    • Know What YourCustomer Wants Test What Works
    • OnboardingEmailsConvertSign-Ups toActivation
    • Email Reminders Convert toEngagement & Purchase
    • Tactics to Maximize Retention
    • Social MediaAsk questions
    • Pictures Engage 50%+ More on Facebook
    • Talk to YourCustomers
    • Talk to YourCustomers Provide Excellent Content
    • Newsletters Provide Personal &High Quality Content
    • Have a Re- Engagement Email Flow forLost Customers
    • Customers will comeback if they love you
    • Digital Marketing Reading List• Kissmetrics Blog -http://blog.kissmetrics.com/• Andrew Chen – http://andrewchen.co• Danielle Morrill – http://distributionhacks.com• Rand Fishkin – http://moz.com/rand• SEOMoz blog – http://SEOmoz.org/blog• Inbound – http://inbound.org
    • Email: e.metelka@gmail.comTwitter: @eric3000LinkedIn: /in/emetelkaFacebook: /e.metelkaSlideshare: …