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Digital Marketing Certification
1
i am SANTOSH
Marketing is no longer about shouting in a crowded marketplace; it is about
participating in a dialogue with fellow travelers. Marketing is no longer about
generating transactions; it is about building relationships. Marketing is no
longer about exploiting a market for your own benefit; it is about serving
those who share your passion- for your mutual benefit.
3
OVERVIEW OF DIGITAL MARKETING
4
What Is Digital Marketing?
It’s MARKETING, making the right offer in the right place at
the right time. Since everyone is ONLINE – ‘digital’ marketing
is the need of the hour.
Introduction
5
Why Digital Marketing
6
Digital Traditional
Can target your prospects
directly
No full control over who sees
your ads
Cost effective (CPC/PPC options) Fixed costs
Opportunity to compete with
market leaders
Budget decides who has the
most reach
Content flexibility Alteration is troublesome

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Ccsddmbysantoshday1,2,3

  • 3. Marketing is no longer about shouting in a crowded marketplace; it is about participating in a dialogue with fellow travelers. Marketing is no longer about generating transactions; it is about building relationships. Marketing is no longer about exploiting a market for your own benefit; it is about serving those who share your passion- for your mutual benefit. 3
  • 4. OVERVIEW OF DIGITAL MARKETING 4
  • 5. What Is Digital Marketing? It’s MARKETING, making the right offer in the right place at the right time. Since everyone is ONLINE – ‘digital’ marketing is the need of the hour. Introduction 5
  • 6. Why Digital Marketing 6 Digital Traditional Can target your prospects directly No full control over who sees your ads Cost effective (CPC/PPC options) Fixed costs Opportunity to compete with market leaders Budget decides who has the most reach Content flexibility Alteration is troublesome
  • 7. 1. Search Engine Optimization (SEO) 2. Content Marketing 3. Social Media Marketing 4. Pay Per Click (PPC) 5. Affiliate Marketing 6. Native Advertising 7. Marketing Automation 8. Email Marketing 9. Online PR 10.Inbound Marketing 11.Sponsored Content Types of digital marketing 7 On-page, off-page, technical SEO Commission based external promotion (Eg: agents) paid media designed to match the content of a media source (WOB, Buzzfeed, The Star) Earned media = press coverage, reviews, shares Paying another brand, individual to market (influencer)
  • 9. Who is this person? DIGITAL CONSUMER basically thinks that anything and everything can be accessed through their smartphone. They have a new and defined set of expectations from the companies that they buy products and services from. The digital consumer expects that they will be able to do these things: Rise of digital consumer 9
  • 10. BUILDING A BRAND ONLINE 10
  • 11. Personal branding is the practice of creating a brand around a person rather than a business entity. HOW? 1. Be authentic 2. Use blogging or social media 3. Provide value 4. Consistency 5. Network 6. Be an expert in your niche 7. Amplify your work 8. Be social What is your personal brand? 11
  • 12. Branding is a way of identifying your business. It is how your customers recognize and experience your business. A strong brand is more than just a logo — it's reflected in everything from your customer service style, staff uniforms, business cards and premises to your marketing materials and advertising. – Business Queensland What is your company brand? 12
  • 13. 1. Stand apart from competition 2. Motivate employees (they’d work with a purpose. It will become easier for your team to achieve success because they all know what success for the company looks like.) 3. Build recognition & familiarity regardless of the type of products offered 4. Generate referrals / word of mouth 5. To create clarify & focus toward the overall goal 6. Brand loyalty > product loyalty Why do you need a brand? 13
  • 14. Use the Corporate Brand Identity Matrix by Harvard Business Review 1. Be concise 2. Be straightforward 3. Seek your personality characteristic 4. Stay authentic 5. Be timeliness (not short termed) How to discover your brand? 14
  • 15. 1. Define how you want to be perceived/seen as (USP) 2. Organize the business around this USP 3. Communicate the USP 4. Be consistent & build trust Process for online branding success 15
  • 16. "[A business niche] is a hole in the current market where the business's USP (unique selling proposition) will be appreciated by a select group of customers, or target audience," Walters told Business News Daily. "This target audience might be one that is currently underserved and/or has a large market potential.“ Your USP is the X-Factor that sets your business apart from every other one of your competitors. Even those that offer an identical service. How do define your USP: 1. Identify the needs of your ideal customer 2. What would motivate your customer to buy? 3. Do vigorous competitor research Determining your niche/USP 16
  • 17. Strong brands have a few things in common: they are unique, they are meaningful, and they are memorable. An effective brand voice plays a role in all of these things. Brand voice is the distinct and recognizable way a brand speaks and writes. Why? 1. Stand out of competitors 2. Connect the brand with your audience Identifying your authentic brand voice 17
  • 18. Your brand's voice is the "who," its personality and attributes. Its tone is the "what", the mood and orientation it wants to express. Think of it this way: you’re always “you” (voice), but you express yourself differently throughout the day (tone). Tone allows you to communicate on-brand but with the nuance necessary for the context. Brand voice vs Brand tone 18
  • 19. Understand your audience • What is your ideal customer’s gender? • How old are they? • What industry do they work in? • What are their motivations and goals? • What are their needs and challenges? Understand your competition 1. Identify 5 to 10 of your top competitors 2. Gather samples of their messaging and communication from channels including websites, marketing materials, social media, etc. 3. Compare verbal identity assets like brand names, taglines, top-level messaging, brand compass messaging, positioning messaging, etc. 4. Assess the strengths of individual brands, identify industry trends, identify opportunities for differentiation. Understand your brand • Brand Compass (Purpose, Vision, Mission, Values) • Brand Personality • Brand Promise • Competitive Advantage • Big Idea How to identify your brand voice 19 Your special value propositions good promise is the visceral link between your brand strategy and your customers (Volvo = safety)
  • 20. Create a brand voice chart • Three attributes that best define your brand voice • A short description of each attribute • Dos and don’ts associated with each attribute. How to identify your brand voice 20
  • 22. What is brand optimization? • The brand design is quickly recognized. • Messages and visuals capture attention and entice response. • The unique value and benefits are easily understood/conveyed. • There is a clear call to action (CTA) • Consistency unifies the visual and verbal brand. • An optimized brand rises above the chaos and creates a connection. Creating a brand optimization plan 22 Brand optimization plan Internal adoption (your staff/ team) - Templates - Header/ footer - Social media Determine how your brand fits in the market & what can your audience expect - FBO - SWOT - USP - How are you different? - Why choose you? Positioning of brand in the market - Collaterals - Visual cues & identity management Choose your points of choice, where does your leads come in 1 2 3 Implementation – to appear at the points of choice and wow/ captivate & pull the audience in. Align your sales process & the customer journey with your brand 4 5
  • 23. 3Cs of Digital Marketing 23
  • 25. What Is Content Marketing? A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. Introduction 25
  • 26. Content VS Copywriting 26 CONTENT COPY/ Ad Copy DISCIPLINE Gain interest & give more knowledge about the business – increase brand value To pitch the brand itself to a prospect PURPOSE Facilitate productive engagement + build trust to lead to long term sales Aim at short term goal of securing a transaction GOAL Educate, inform & entertain to gain interest & prolong engagement Persuade people to buy – straightforward call to action (CTA) THE JOB Can be anyone – better someone with first hand experience Have understanding of SEO, good grasp of the language & related terminologies, can write fast, good research skills & knowledge of publishing platforms. Wordsmith who knows how to produce compelling, short & digestible copy. Must appeal to emotions. FORMATS Refer to type of contents in Tactics Online/ offline ads, sales video scripts, online catalogues, sales letters, billboards/posters
  • 27. Content VS Copywriting 27 CONTENT 1. Type of post on social media 2. Amount of content per post (if copy is included) COPY 1. Type of post on social media 2. Amount of copy per content piece
  • 29. Steps to organize content marketing 29 1. Decide on goals to achieve (metrics) Before you look at what you're going to create, you need to answer why you're making it. 2. Choose topic related to your product/ service (competitors best posts/ youtube videos via Social Blade, YouTube comments, famous blog titles, answerthepublic.com, google trends, etc) 3. CREATE content related to segments of your buyer persona 4. Choose suitable channels to share content 5. Schedule posting activities in advance 6. OPTIMIZE based on the right data to reach goals set
  • 32. Tactics 32 1. Focus on high quality content 2. Create original content (or risk punishment) 3. Channel content to address pain points 4. Ensure content is mobile optimized 5. Segment audience based their needs & wants 6. Craft content based on your brand values 7. Create headlines that trigger emotions 8. Behind the scenes content (to boost loyalty & intrigue) 9. Strong headlines can make big impacts 10. Provide actionable content (so people can act on it) 11. Use hybrid content (text/animation in video | video/image in text)
  • 33. Format of Content 33 MEDIUMS • Checklist • AV Content (Video/audiobook/ webinar/ live streaming/ podcast) • PDF Report/guide • Blogs (how-to guide, comparative analysis) • Assessment/ quizzes • Case study/ statistics /e-books • Toolkit • Articles • Testimonial/ Advocacy based write-ups (story telling) METHODS TO INCREASE CONTENT REACH • Social media posting (choose platforms your customers are at, not where you want to be) • Paid ads • Influencer/ Earned • Affiliate / Guest posting / Partnership • Content syndication (content reuse) • SEO
  • 34. Funnelling your content 34 Making them “problem & solution aware” Converting these guys into leads (lead magnet) Getting them to make the purchase
  • 35. Measurement & Budget 35 Investment = 1. Cost to product content 2. Cost to distribute (ads, tools, software) Return = sales resulted from that piece of content Return > investment total is good -> Goal is to push the ROI higher Questions to ponder on:
  • 36. Measurement & Budget 36 1. Set a goal Monetary goals: to achieve RMX,XXX in sales from 4 articles in July 2021 Reach goals: to garner XX,XXX views from 4 articles in July 2021 2. Determining distribution channels (based on points of choice) 2. Set tracking metrics & align with goal Social media (leads, views, likes, shares, comments, tags) Website (leads, time on page, bounces, new/returning customers) Email (leads, open rate, click rate, bounce rate) 3. Set a budget (if needed) Based on ROI goal – set investment Rule of thumb is 25% - 30% of marketing budget for content marketing Traditional rule of thumb for marketing budget = 5-10% of total revenue (most companies go higher) 4. Allocating your budget 50-60% of your budget on content promotion and only 40-50% on creation (case by case basis) Determining methods of promotion & tools for creation (along with their budgets) SMEs reverse engineer = determine content types, budget to create, budget to promote then allocate budget
  • 38. The art of marketing your business to appeal to mobile device users. When done right, mobile marketing provides customers or potential customers using smartphones with personalized, time- and location-sensitive information so that they can get what they need exactly when they need it, even if they're on the go. Mobile marketing consists of ads that appear on mobile smartphones, tablets, or other mobile devices. Introduction to Mobile Marketing 38
  • 39. 1. Mobile apps (FB, Insta, third party aps via Google Admob) 2. In-game ads 3. SMS/MMS -> WhatsApp 4. QR Codes 5. Location-based (waze) [geo fencing – geo- conquesting] 6. Voice marketing (automated calls) 7. Mobile search ads (search engine ads but on the phone) 8. Mobile Video (Youtube but on the phone, other video apps) 9. E-commerce (lazada, shopee, fb’s marketplace, etc) Types of Mobile Marketing 39
  • 40. • Make sure websites/landing pages are mobile optimized (use emulator to test - http://mobiletest.me/) • Get your business on Google – Google My Business • Use SMS marketing (many business haven’t capitalized on it yet) • Use QR codes (thanks to Mysejahtera, it’s easier) Making the best out of Mobile Advertising 40 • Come up with an enclosed community (Whatsapp/ telegram/ facebook) • Use multichannel campaigns to be omnipresent (sms, social media, own app,etc)
  • 41. 1. Know your industry’s regulations (pharma, food products, healthcare, etc) 2. Personal Data Protection Act 2010 3. Consumer Protection Act 1999 : avoid unfair practices and minimum quality, someone who is selling an online product needs to include: Rules & Regulations 41 Failure to comply or false/misleading info provided can allow a complaint at the Tribunal for Consumer Claims - Ministry of Domestic Trade and Consumer Affairs (Kementerian Perdagangan Dalam Negeri dan Hal Ehwal Pengguna Malaysia - KPDNHEP) More can be read here: https://iclg.com/practice-areas/digital-business- laws-and-regulations/malaysia
  • 45. What Is Social Media? Social media is any digital tool that allows users to quickly create and share content with the public. Social media encompasses a wide range of websites and apps. Introduction 45 • Facebook • LinkedIn • Youtube • Snapchat TikTok • WhatsApp • Facebook Messenger • WeChat • Instagram • TikTok • Reddit • Twitter • Skype • Viber • Telegram • Discord • Pinterest
  • 46. Types of Social Media 46 1. Social Networks: Thoughts, ideas based sharing- Facebook, Linkedin, Twitter, Tiktok 2. Media Networks: Visual Content based sharing – Instagram, tumblr, YouTube 3. Discussion Networks: Quora, Reddit, Lowyat, Blogs 4. Review Network: Yelp, Tripadvisor, foodadvisor, Google, Facebook Social, media networks Discussion networks Review networks
  • 47. Popular Social Media Marketing Channels 47 FACEBOOK (2.6 billion users monthly) 1. Business Page 2. Organic posting 3. Paid ads 4. Fans/customer interaction 5. Stories 6. Review management 7. E-commerce YOUTUBE (1.9 billion users monthly) 1. Video content 2. Youtube SEO 3. Paid ads WHATSAPP (1.5 billion users monthly) 1. Business profile 2. Quick replies 3. Automated replies 4. Lead generation FACEBOOK MESSENGER (1.3 billion users monthly) 1. Paid ads 2. Chatbots 3. Newsletters 4. E-commerce 5. Lead generation INSTAGRAM (1 billion users monthly) 1. Photos/ videos 2. Stories 3. Paid ads 4. Business profile
  • 48. Choosing the right channel for you 48 For Organic Marketing • Who is your target audience? (age, gender, income level, etc – buyer persona) • Which platform my target audience are actively using? Use that platform to appear and remind them of your existence • What is your goal? (awareness, sales, engagement) For Paid Ads • Is my products/services intent or impulse driven? Intent driven: A need driven (plumbing services, will writing, etc) Impulse: Can live without it but you may feel better if you tried it (clothing, entertainment, insurance, etc)
  • 49. Choosing the right channel for you 49 Source: Accion Opportunity Fund
  • 50. Choosing the right channel for you 50 Facebook 1. To build loyal followers 2. Way to keep in touch 3. Brand recognition 4. B2C lead generation Twitter 1. To build awareness 2. To hitch a ride on trending topics (by finding out what people are talking about via hashtags) 3. Real time update to audiences Pinterest 1. Retail industry 2. To target more female users YouTube 1. It’s a video based search engine (like google) 2. Service, education, lifestyle industry 3. To build a following with video content (like a blog for text)
  • 51. Choosing the right channel for you 51 LinkedIn 1. For older audiences (30-49) 2. Easy to narrowly focus 3. Professional networking 4. Alternative to job search platforms (like jobstreet, monster, etc) 5. B2B lead generation Instagram 1. Better for younger audience 2. Works well for visual based businesses (art, food, retail, beauty, some service industries, etc) TikTok 1. Works well for visual based businesses (art, food, retail, beauty, some service industries, etc) 2. Younger age group (18-24) 3. Building brand awareness 4. Video content marketing (more casual than Youtube)
  • 52. Integrating Social Media with Other Disciplines 52 1. Fact finding – survey (polls, comments) 2. Customer service (@Netflixhelps on twitter) 3. Referral schemes 4. Increase audience to your blog / website 5. Contests 6. Agent/ staff recruitment for your company (linkedin, facebook) 7. Incentives (Starbucks discounts, etc) 8. Include your social media icons in your emails 9. Pull social followers into your email list 10. Boost content SEO 11. Public relations outreach (PR with news outlets, partner content) 12. Reputation management (by boosting reviews) 13. Live events (link to zoom webinars, current events, conferences, etc.) 14. Influencer marketing
  • 53. Social Media Marketing - Toolkit 53 1. Logo 2. Digital Service brochure 3. EDMs 4. Video 5. Reviews / feedback 6. Constant presence 7. Constant interaction 8. Posting schedule & plan
  • 54. SOCIAL MEDIA Making the Message Stick and Spread 54
  • 55. The Tipping Point by Malcolm Gladwell 55 SPREAD YOUR WORD with THE LAW OF THE FEW (The Messenger) 1. Connectors – influencer marketing 2. Mavens - information brokers/ preachers, sharing and trading what they know. They start "word-of-mouth epidemics" due to their knowledge, social skills, and ability to communicate. 3. Salesmen - "persuaders", charismatic people with powerful negotiation skills. #ayamgorengviral #icebucketchallenge #kitajagakita
  • 56. The Tipping Point by Malcolm Gladwell 56 BUILD A BRAND with THE STICKINESS FACTOR (The Message) 1. Simplicity - Finding the core of an idea (Just Do It – Nike) 2. Unexpectedness: Getting our audience’s attention and sustaining their interest (Huawei vs Apple) 3. Concreteness: Make the message clear (ice bucket challenge) 4. Credibility: Make people believe our ideas (ice bucket challenge) 5. Emotions: Make people care (ice bucket challenge) 6. Stories: Get people to act (ice bucket challenge)
  • 57. The Tipping Point by Malcolm Gladwell 57 THE POWER OF CONTEXT (Context of the message) 1. Time of day (working hours, resting hours, morning/ night people) 2. Physical Environment (home, office, driving/enclosed spaces) 3. Circumstances of Situation (cheating in an exam – recent illness -> insurance) 4. People around you (alone, with parents, with spouses, with peers/colleagues/friends | power of small group influence > large group ; rule of 150) Example: ‘Bystander Effect’
  • 59. Reputation Management 59 BUILD, MONITOR & MANAGE REPUTATION ON 1. Facebook reviews 2. Google reviews 3. Facebook hashtags 4. Website 5. Blogs (lowyat, reddit) 6. Customer feedback Beginner methods– Google search, monitor reviews & feedback, Facebook search Expert level- Brand24, Hootsuite, Hubspot
  • 60. WHY? 60 1. Immediately detect sensitive wording marketing (covid, insurance, retrenchment) 2. Able to spot & console angry/dissapointed customers 3. Diffuse negative press (experts may negatively review your product/ service) 4. Beware brandjacking (stealing brand identity/ fake social media profiles)
  • 61. Reputation Building 61 METHODS TO GARNER REPUTATION 1. Bribe/ compensation based review 2. Birthday rewards/ royalty schemes 3. Content marketing > copywriting 4. Constant interaction/engagement MEDIUMS 1. Written reviews (social media > form) 2. Video reviews 3. Brand advocacy by customers
  • 62. Social Listening 62 It’s a two step process: • Step 1- Social Monitoring: Monitor social media channels for mentions of your brand, competitors, products, and keywords related to your business. Metrics: • Brand mentions • Relevant hashtags • Competitor mentions • Industry trends • Step 2 – Social Listening: Analyze the information for ways to put what you learn into action. That can be something as small as responding to a happy customer, or something as big as shifting your entire brand positioning.
  • 63. WHY? 63 1. Customers like when brand respond back 2. Increase customer retention & brand loyalty by knowing what to say (track & discover the kind of content they like) 3. Keep track of brand’s growth 4. Discover new opportunities (expansion, continuous improvement, damage control) 5. Increase organic customer acquisition 6. Find pain points 7. Track competitors
  • 64. CREATE: Building Your Content 64
  • 65. Building your content 65 1. List your features, benefits & objections (FBO) 2. Focus on objections & benefits for your content 3. Source for ideas on topics based on buyer’s persona & FBO
  • 66. Brainstorming ideas for topic 66 1. Popular blogs on search engines 2. Competitor most popular posts 3. Online tools (answerthepublic) 4. Popular Youtube videos on topics & comments 5. Auto search bar (youtube, google,bing,yahoo) 6. Popular questions on discussion platforms (quora, lowyat, reddit) 7. Derive ideas from top courses on e-learning sites (udemy, coursera, simplilearn, youtube) 8. Existing data (survey, feedback, analytics on existing posts)
  • 67. Best practices that we can learn from 67 IMAGES 1. Colourful images with strong contrast 2. Incorporate brand colours into images 3. Include logo into images (for brand exposure) 4. Viewers love data visualization (chart, graphs, pie charts, etc) 5. Don’t use obvious stock photos , convey emotion with the picture chosen 6. Name the images used & it’s alt text based on targeted keywords (SEO) - “mattress-pads.jpg,” “best-mattress-pads.png,” “how-to-choose-a- mattress-pad.gif” etc. 7. Numbers are good 8. Avoid complex/ visuals pact with content – leave room to breathe & digest 9. Tailor images to suit the platform
  • 68. Best practices that we can learn from 68 VIDEOS 1. Engage & lock attention in the first 5-10 seconds 2. Keep content within 1.5 minutes for TOFU 1.5 minutes – 2.5 minutes for MOFU (ideally 2 minutes) 2.5 minutes – 5 minutes for BOFU 3. Longer videos for YouTube while shorter for social media 4. Script videos in advance to limit the duration 5. Clear audio & good production quality 6. Avoid fillers in speech 7. Add music to increase impact 8. Integrate the video into all available channels (blog/ website/ social media) 9. Maintain focus in videos ( Eg: “AE/AF Lock” in phones) 10. Keep it simple
  • 69. Types of Marketing Video 69 1. Demo (showcase your product) 2. Brand (showcase company’s values) 3. Event (conference, roundtable, etc) 4. Interviews (with thoughleaders or influencers) 5. Educational (how-to, guide, webinars) 6. Explainer (storytelling to convey your service’s impact) 7. Animated 8. Testimonial 9. Live streaming 10. Personalized (targeted to specific group/ person) 11. 360 degrees / VR/ AR
  • 70. Best practices that we can learn from 70 TEXT (Blog, article, guides, etc) 1. Include image every 100 words 2. Don’t sell 3. Choose great headlines 4. Post frequently & consistently (set time & day to build intrigue) 5. Get to the points fast – don’t beat around the bush to make the content long 6. Build within a niche 7. SEO optimized (increase focus keyword repetition, minimum 1,000 words, regular post more than 300 words) 8. Use headings to make content readable & digestible
  • 71. Tools to create 71 IMAGES 1. Powerpoint 2. Canva 3. Adobe Photoshop VIDEOS 1. Powerdirector 2. Adobe Premier Pro 3. Powtoon (animation) TEXT 1. Grammarly 2. Microsoft Word SOURCE OF IMAGES 1. Unsplash 2. Pixabay 3. Pexels 4. Google Images
  • 73. Social media marketing best practices 73 1. Engage with your audience 2. Social comment hijacking 3. Black stallion method (partnerships) 4. Get your audience to engage with each other (conversation spikers) 5. Employee advocacy (get your own people post about your brand, start interactions, sharing) 6. Reactions over likes 7. Optimal times for posting (either through analytics OR general ones) 8. Leverage on Facebook Stories 9. Facebook groups to cultivate audiences 10. Go live on Facebook 11. Try to get on your audience favorite list Do these more
  • 74. Social media marketing best practices 74 1. Clickbait (posts that ask for clicks or entice users to click with sensational or false information) 2. Like-baiting (posts that ask for likes, comments, and shares) 3. Posts with abnormal engagement patterns (a like-baiting signal) 4. Posts with spammy links (for example, links with a clickbait title that lead to a page full of ads) 5. Repeated content 6. Text-only posts 7. Intensely promotional page content prompting readers to make a purchase 8. Posts that reuse text from existing ads Their algorithm is smart to detect pointless content – they focus people to people engagement to organically boost your posts further so Avoid these mistakes
  • 75. 75
  • 76. Facebook ads – How it works 76 Ad Auction Ads compete to appear in front of the target audience set How is the winner determined? Bid: What advertiser willing to pay for the ad • Spend based (lowest cost – maximize delivery/conversion based on budget / highest value – focus on high value purchases) • Goal based (cost cap – max cost per conversion set to avoid loss / minimum return on ad spend (ROAS) – maximize cost to get enough conversions to reach target ROAS) • Manual bid cap setting Daily or lifetime budget can be set Estimated action rates: How high the probability of the ad leading to a desired outcome of the advertiser (based on goals set) Ad quality: Measure based on different sources to determine ad’s quality. Sources such as- • Feedback from audience • How many hiding the ad • Bad attributed (withholding key info, too sensational wording, engagement bait)
  • 77. Facebook ads – Boosting your post 77
  • 78. Facebook ads – Via Ads Manager 78
  • 79. Google ads 79 Google Ads is a paid online advertising platform offered by Google. When users search a keyword, they get the results of their query on a search engine results page (SERP). Those results can include a paid advertisement that targeted that keyword. For example, here are the results for the term “digital marketing”
  • 80. Google ads – How it works 80 Pay-per-click (PPC) Model based on keywords targeted. How to win? Google pairs - 1. Bid amount & • Daily budget of your campaign or • Max cost per action/ conversion 2. Quality Score (1 – 10 : 10 is the best) Higher the score, higher the rank without paying too much • Expected clickthrough rate: The likelihood that your ad will be clicked when shown. • Ad relevance: How closely your ad matches the intent behind a user's search. • Landing page experience: How relevant and useful your landing page is to people who click your ad. When a user sees the ad and clicks on it, the marketer pays a small fee for that click (thus pay-per-click).
  • 83. Google ads: Campaign Type 83 Search campaign Shopping campaign (also can appear in google shopping) App campaign (in Google’s app network)
  • 84. Google ads: Campaign Type 84 Display campaign Appear in • Google partner websites • Pre roll in Youtube videos • Gmail • Third party apps (from google app network)
  • 85. Google ads: Campaign Type 85 Video campaign • Specifically YouTube video ads (compared to Display campaign that targets all platforms) • Skippable or non skippable ads • Discovery ads that show on search results on YouTube
  • 86. Choosing the right channel for ads 86 Social media channels 1. impulse driven 2. lower cost 3. Products > services 4. B2C > B2B 5. To increase awareness/ engagement for a product Search based – google, bing, etc 1. Need based items 2. Service based business 3. B2B > B2C 4. To appeal for those looking to immediately purchase
  • 87. Messaging tools 87 1. Chatbots (for content marketing or lead capture) Website Facebook (Chatfuel, mobilemonkey, manychat) 2. FB Messenger ads (using Ads manager placement setting) 3. “Send a message” boosted ads 4. “Messages” ad objective 5. WhatsApp broadcasting 6. WhatsApp/ Telegram groups
  • 88. Search Engine Optimization (SEO) 88 What is it? Practice of increasing the quantity and quality of traffic to your website through organic search engine results. • Quality of traffic. You can attract all the visitors in the world, but if they're coming to your site because Google tells them you're a resource for Apple computers when really you're a farmer selling apples, that is not quality traffic. Instead, you want to attract visitors who are genuinely interested in the products that you offer. • Quantity of traffic. Once you have the right people clicking through from those search engine results pages (SERPs), more traffic is better. • Organic results. Ads make up a significant portion of many SERPs. Organic traffic is any traffic that you don't have to pay for. Google finds suitable content for a search and builds an index – that index appears as the many links you see when you search for something (same applies for other search engines like Bing and Yahoo!)
  • 89. Factors affecting SEO 89 by Mike Khorev (https://mikekhorev.com/seo-ranking-factors)
  • 90. Building a tribe 90 A tribe only has two requirements: a shared interest and a way to communicate. How? 1. Mission based groups (book club) 2. Uniting the believes / similar minded people together 3. Constant generous value sharing with your community 4. Be a thought leader, don’t just reiterate existing facts Communication is key, create the ecosystem for just that 1. Leader to followers 2. Follower to leader 3. Follower to follower 4. Follower to outsider Platforms 1. Groups (Facebook, WhatsApp, Telegram, LinkedIn) 2. Email or broadcast lists
  • 91. Tribal mindset for a leader 91 1. Humans want to belong, make it easy for them 2. Internet eliminates geography 3. Commit to your belief, vision and mission 4. Today’s marketing is to identify, build and connect with your tribe & sell products/services that suit that 5. Be remarkable (people don’t rewatch old YouTube videos or read boring emails) 6. You change to convert the shared interest into a goal worth achieving 7. Anyone can dream up ideas, the leader is willing to visibly strive for it 8. Show your human side, but compensate your weakness with determination and drive Read up the full list here: https://medium.com/the-happy-startup-school/build-a-company- and-leave-a-trace-build-a-tribe-and-leave-a-legacy-70f27490bce3
  • 93. Data as the bedrock 93 Data is the foundation of informed decision making and optimization What can it do? 1. Help create better customer experience 2. Help find newer customers 3. Understand who your customers actually are 4. Increase customer retention & loyalty 5. Increase chances of predicting sale trends/ forecast 6. Identify and optimize performance & setbacks 7. Define the businesses future path
  • 94. Data as the bedrock 94 Data is the foundation of informed decision making and optimization What can it do? 1. Help create better customer experience 2. Help find newer customers 3. Understand who your customers actually are 4. Increase customer retention & loyalty 5. Increase chances of predicting sale trends/ forecast 6. Identify and optimize performance & setbacks 7. Define the businesses future path
  • 95. Identify the right marketing data 95 FACEBOOK 1. Engagement (Likes, comments, shares) 2. Impression, clicks TOOLS 1. Facebook Insights 2. Creator Studio (for FB videos and Instagram)
  • 96. Identify the right marketing data 96 INSTAGRAM INSTA POSTS & VIDEOS 1. Engagement (Likes, comments, archive) 2. Interactions (Profile visits) 3. Discovery (Reach ,follow, impressions [from home/ profile/ hashtags /other]) INSTA STORIES 1. Engagement (Likes, comments, archive) 2. Interactions (Replies, profile visits) 3. Discovery (Impressions, follows, navigation [back/ forwards/ next story/ exited]) TOOLS 1. Business profile insights on app 2. Creator Studio
  • 97. Identify the right marketing data 97 EMAIL 1. Open rate 2. Click rate 3. Subscribe rate 4. Unsubscribe rate 5. Bounced 6. Successful deliveries 7. Forwarded 8. Subscribers with most opens
  • 98. • Return on Investment (ROI) • Cost per Mille (1000 - CPM) • Cost per Click (CPC) • Customer Lifetime Value (CLV) • Click Through Rate (CTR) • Cost per Acquisition (CPA) • Return on Ad Spend (ROAS) Other metrics 98 = (total Profit contribution (Annual) * average no of years they’re your customer) – initial acquisition cost
  • 99. Improve Content based on Information Received 99 1. Identify best topics/ posts & work around it 2. Identify best time & days to post 3. Set benchmarks of performance (KPI) 4. Identify best items/interest from your product line & expand/improve on it 5. Identify the best platforms for your target audience 6. Possibility to do A/B testing with clearer goals 7. Identify overall gaps in current social media strategy & the type of content that works (blogs/video/images)
  • 100. Carry out Customer Segmentation 100
  • 101. 101
  • 102. Demographics • Age • Gender • Income • Location • Family Situation • Annual Income • Education • Ethnicity • FIRMOGRAPHIC • Company size • Industry • Job function • Annual turnover B2C B2B 102
  • 103. Psychographics • Personality traits • Values • Interests • Lifestyles (Purchasing & spending habits) • Psychological influences • Subconscious and conscious beliefs • Motivations • Priorities 103
  • 104. Geographic • ZIP code • City • Country • Radius around a certain location • Climate • Urban or rural 104
  • 105. Decoding the Reasons • Accurate marketing triggers • Accurate marketing tactics • Identify & penetrate niches • Pricing & product packaging strategies • Strengthen relationships & customer service 105
  • 106. B2B versus B2C Strategies 106
  • 107. • Per unit sales • Bite sized deals – shorter lifecycles • Value for money Characteristics • Bulk sales • Longer lifecycles • Long term relationships Logically Driven Sales Decisions Emotionally/ Specific Need Driven Sales Decisions 107
  • 108. • Short period • Branding presence > lead generation • Bite sized deals (transactional relationships) Timeline of Transaction • Bulk sales • Lead generation > branding presence • Long term relationships (personal relationships) 108
  • 109. • Social media presence • Client feedback repository • Interactive content • Content marketing • Short term valuable service • Simple & emotional lingo Collaterals • Database • Long term valuable packages • Website • SEO & search engine visibility • Brochures • Client feedback repository • Business terminology lingo 109
  • 110. BUYER PERSONA Understand customers and their needs, wants, and demands 110
  • 112. Decoding Your Buyer’s Persona Where does your buyer get your information? What are their biggest frustrations & challenges (pain points)? What are their hopes & desires? What are their biggest fears? 112 What is their tone, keywords & vernacular?
  • 113. • Social media platforms • Blogs • Analytical Websites (buzzsumo, answerthepublic, keywords everywhere, fb audience, google trends, youtube/ google/yahoo/bing search bar) • News portals & industry trends • Online research • Analysing existing data Extracting the right data Focus groups Interviews Polls Surveys Second/third party data Statistics (email, website, ads, social media) Open ended primary research 113
  • 114. Calculating Customer Lifetime Value (CLV) 114
  • 115. • Budget to acquire customers CLV = (total Profit contribution (Annual) * average no of years they’re your customer) – initial acquisition cost Formulae 115 • What is cost of acquisition?
  • 116. • Return on Investment (ROI) • Cost per Mille (1000 - CPM) • Cost per Click (CPC) • Click Through Rate (CTR) • Cost per Acquisition (CPA) • A/B Testing • Call to Action (CTA) – Time restrain • Permission marketing • TOFU – MOFU – BOFU • Return on Ad Spend (ROAS) Key Words to know 116
  • 122. Who are you targeting? 122 60% 30% 10% Know the problem, Know the solution READY TO BUY Know the problem, Searching for solution Don’t even know there’s a problem
  • 123. Stages of a potential lead’s journey 123 identified their challenge or an opportunity they want to pursue clearly defined the goal or challenge and have committed to addressing it evaluate the different approaches or methods available to pursue the goal or solve their challenge Ignorant/ unaware Yet to realize they have a challenge/ opportunity
  • 124. • Awareness • Engagement / Consideration • Evaluation • Purchase • Post Purchase Stages of the customer lifecycle 124 Tell them that you exist Wow them with testers Keep reminding them that you’re the best option Wow them with your product/ service Keep reminding them that you’re there for their needs
  • 125. Bonus Best Practices 125 • Keep expanding testimonial database • Build constant goodwill • Build awareness with value not a pitch • Keep ex-customers in a loop • Spend extra time in your pitch/ ad copy • Create an identity not an achievement POTENTIAL LEAD -> LEAD-> POTENTIAL CUSTOMER -> CUSTOMER