Learn the fundamentals of Digital Marketing. Know your audience, choose your channels (Facebook, LinkedIn, Google and more), play your outcomes and understand your metrics.

1. Digital Marketing
Presented by
John Daniels
Lean Marketing Consultant

2. Agenda
• 9-30 Intro’s, welcome and context
• 10:00 What is digital Marketing
• Digital Marketing Fundamentals
– The Funnel
– Lean Canvas
• 12:30-1:30 – Lunch
Tools of Digital Marketing
– Facebook and
– Google Ads
– Analytics
– SEO (Moz)
– Mailchimp
• 3:00-4:00 Practical Demos and live Q&A

3. Intro’s and Welcome
What are your marketing
challenges?
What do you want from today?
Where are you from?
What is your role?

4. John Daniels
Who am I?
• Founder of The Lean Marketer UK
• Run Marketing Strategy Courses at the
Edinburgh Chamber of Commerce
• Managed more that £2 million of Ad Spend for
more that 300 businesses over the last 15
years
• Consulting, training and implementation
We Make Websites Make Money
• Created digital marketing strategies for more
than 350 businesses across 4 continents over
the last 20 years

5. Some principles for today
• Training vs Consulting
• Principles over tactics
• Direct Experience over 3rd party
• If anyone is a “guru” it’s you 

6. 25 Digital Marketing News Sources You NEED to Be Reading
...
19 Headline Writing Tips for Viral Blog
Posts
55% of Visitors Read Your
Articles For 15 Seconds or
Less
Marketing in a "big bowl
of wrong"...
6 On-Page techniques to
avoid content
cannibalization
Discover the top 5
lessons at The Digital
Garage
Are you using Social
Selling to grow sales?
So we have 45 more
characters in AdWords
text ads… Now what?
A must read if you have
Adwords as your main source
of traffic.
Is your PPC account bleeding?
Are Conversion Tracking Errors
Manipulating Your Sales
Numbers?
Is your PPC account bleeding?
Importance of SEO in
Digital Marketing
Discovering Content Marketing
Trends Using Big Data
Get Social in
September!
LinkedIn HashTags Are Active Again.
Will You Be Using Hashtags?
Creating a landing page for your
marketing campaign that will get
you more customers!
You’re just a few steps
away from post-
conversion nirvana
What is Digital Marketing?

9. Customer Segments
4
3
2
1
Segment Description
4. Crowd People the have the problem but
are not yet looking
3. Solution People looking for a solution to
the problem your product solves
2. Product People looking for your product
1. Brand People looking for you by name

10. Channels
Direct
Google
Facebook
SEO

11. Conversions
• Website forms
• Social media comments and messages
• Landing pages
• Inbound phone calls
• Website purchases
• Referrals

12. Sales Process
• How many leads?
• Where did they come
from?
• How many were
usable?
• How many got an
appointment?
• How many got sent a
quote/proposal
• How many deals did
you close?
• How man e-commerce
sales happened?
Customers
Enquiries
Subscribers

13. Business
• Products
• Price
• Margin
• Frequency
• Lifetime customer
value
• What % can you
spend on customer
acquisition?
• How much can you
buy a customer for?

14. Goals
£
• Customers
• Turnover
• Profit

15. Customer
Segments
Channels
Conversions
Sales Process
Business
Customer Flow
Planning and Building

16. Example Calculations: Wedding Photography
• Purchase price: £1000
• Margin : 80%
(sales less cost of sales like transport and consumables)
• Referral rate: 1 in 4 clients refer a client
• Repurchase Rate: 0 (we hope)
• LTV=£1000x 0.8 x 1.25 : £1000
• Target % spend on customer acquisition: 20%
• How much can I buy a customer for? £200

17. Example: Business Hotel Traveller
• Room Night: £100
• Margin : 10%
(sales less cost of sales like transport and
consumables)
• Referral rate: 1 in 5 clients refer a client
• Repurchase Rate: 3 nights per stay, 4 times a year
for 5 years
• LTV=£100x 3 x 4 x 5x 1.2 : £7200
• Target % spend on customer acquisition: 20%
• How much can I buy a customer for? £1440

18. Exercise: Work out your Target CPA
• Cost of product/service
• Repeat purchase rate
• Margin
• Factor in Referrals

19. Agenda
• 9-30 Intro’s, welcome and context
• 10:00 What is digital Marketing
• Digital Marketing Fundamentals
– The Funnel
– Lean Canvas
• 12:30-1:30 – Lunch
Tools of Digital Marketing
– Facebook and
– Google Ads
– Analytics
– SEO (Moz)
– Mailchimp
• 3:00-4:00 Practical Demos and live Q&A

20. What’s your Secret
Elon Musk?
I tend to approach things from a physics
framework and physics teaches you to reason from
first principles rather than by analogy.

27. Exercise
• Complete your Lean Canvas

29. Lunch

30. Agenda
• 9-30 Intro’s, welcome and context
• 9:30-10:30 – The Funnel
• Break
• 10:45-12:30pm – Lean Canvas
• 12:30-1:30 – Lunch
• 1:30-2:45 – Facebook and AdWords
• Break
• 3:00-4:00 Google Analytics
• 4:00-4:30 Q and A
• 4:30 Course Ends

31. The Tools of Digital
Marketing

32. CRM
Accounting System
Google Analytics
AdWords
Facebook

33. How to set up Google
Analytics

34. Google Analytics
• Who is coming to your website
• Where did the come from
• What are they doing on my website?
• Are they doing the right things?

35. Who?

36. Where
from?

37. What are
they
doing?

38. Create and
Account
http://analytics.google.com

39. Settings

40. Get the tracking Code

41. Insert Tracking Code

42. Create Thank-you page
Configure your form to re-
direct to the thank-you page

43. Configure Goal in GA 1

44. How to set up Google
Adwords

45. http://adwords.google.com

46. AdWords Planning Example

47. Link Adwords to Google
Analytics
1.Link Adwords to Analytics
2.Link Analytics to Adwords
3.Configure Conversions

48. Further Resources
How to be successful with AdWords
https://support.google.com/adwords/answer/6080949?utm_source=AWF
E&utm_medium=Notifications&utm_campaign=Sep16Alert&authuser=0
Google Best Practices
https://support.google.com/adwords/answer/6154846?utm_source=AWF
E&utm_medium=Notifications&utm_campaign=Sep16Alert&authuser=0

49. How to Set Up Facebook
Ads

50. Facebook Audiences

52. Audiences

56. Google Analytics URL
Builder Tool
https://support.google.com/analytics/answer/1033867?hl=en

57. Additional Content
• Additional Info from your pre-course
Feedback
• Live Q and A
• Demos

58. Google Trends

59. MailChimp

60. Realtimeboard.com

61. Answerthepublic.com

62. Buzzsumo.com

63. Followerwonk.com

64. Canva.com

65. Clickfunnels.com

66. Leanstack.com

67. Recommended reading

68. Follow-up Call
If you feel like you would like a bit more help
getting your AdWords account
implemented, you are entitled to a no-
obligation consultation with me.
Just mail john@theleanmarketer.co.uk and
we will set it up!

69. Thanks!