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Technical DIGITAL
#DLSUjemadigitalmarketing
GuideMARKETING
Our 4
Strategic Steps
MARKET RESEARCH
WHY IS MARKET RESEARCH IMPORTANT?
Better Understanding of your clients
Clearly defines your Target Market
Creates a tailored Marketing Strategy
Carefully Plans your marketing activities ahead
Creates an Optimized Digital Marketing Strategy
based on your allocated budget
HOW TO DO MARKET RESEARCH?
2. Identify the KEY Products
And Services
1. Identify your UNIQUE
SELLING POINT (USP)
3. Identify your TARGET
MARKET
4. Identify the Goals And Objectives of the
campaign
a. Lead Generation
b. Increased social media followers
c. Boost brand awareness
d. Generate Sales
5. Identify Key Competitors and check their
activities online
HOW TO DO MARKET RESEARCH?
SAMPLE MARKETING RESEARCH PROFILE
USP – unparalleled service quality, offers mobile tinting,
competitive pricing, recognised as nationwide leader in tinting
cars in the UK.
Key Products/Services – luxury car tinting service.
Target Market – luxury car owners and ordinary car owners.
Goals and Objectives – Land/rank in first page of Google UK for
multiple keywords.
Key competitor – URL provided by client, can’t be shown due to
an NDA.
MARKETING STRATEGY
Provides you with a CLEAR ROADMAP on marketing
Provides you with a CLEAR APPROACH towards
achieving business goals and objectives
Enables you to reach TARGETED AUDIENCES
effectively
Ensures you spend your ADVERTISING BUDGET wisely
Increases RESULTS, CONVERSIONS and ultimately your PROFITS
WHY IS MARKETING STRATEGY IMPORTANT?
Goal Setting
Approach: Direct or Indirect Marketing
Channels and Tactics
Offers and Promotions
Execute Steps and Strategies
HOW TO CREATE A MARKETING STRATEGY?
SAMPLE MARKET STRATEGY PROFILE
Top Digital Marketing
AND STRATEGIES
CHANNELS
Social Media Marketing
Search Engine
Optimization
Pay-per-click (PPC)
Marketing
Search engine
OPTIMIZATION
SEO is the process of making your website and
business WORTHY for ranking at the top of SEARCH
ENGINE RESULTS PAGES
SEO is vital for Digital Marketing because:
93% of ONLINE EXPERIENCES begin by using a
search engine
50% of mobile visitors who conducted local
search visited a store within the day.
And 34% conducted on computer did the same.
SEO in the Flesh
The SEO Framework
The SEO Content Framework
Without content, the Internet
itself is nothing or not as useful as
we see these days.
A website content is the text, image, video, and
infographic that you usually find in a website.
The SEO
Interesting
Topics
Catchy
Headlines
Regular Content
Creation
Genuine and
Helpful Content
Content Framework
The SEO Content Frame Work
The SEO Backlink Framework
But the search engines along with their
super genius scientists have always
found a way to make their algorithm
safe with the abuse of mass link
builders and other spam SEO
experts/agencies.
Links, or backlinks, is
probably the holy grail of
search engine optimization.
Some even said that the exact algorithm of
most search engines especially Google
heavily rely on links which connect
everything in the entire world-wide-web.
Outreach
Guest Post
Local
Directories
Video
Submissions
Expert
Interviews
Top Backlink Strategies
Expert Interviews (Sample)
Guest Post (Sample)
Actual Results of this Strategy
Starting numbers:
Top 3: 23 keywords
Top 4-10: 19 keywords
Current numbers:
Top 3: 34 keywords
Top 4-10: 46 keywords
Improvement:
Top 3: 11 keywords
Top 4-10: 27 keywords!!
Social Media
(Paid and Organic)
MARKETING
SMM is the process of utilizing the TOP SOCIAL SITES
to create brand awareness, drive conversation and
connect to the most targeted audience as possible
Social media users have risen by 2.51
billion this year per Statista.com
Up to 96% of Small Business Owners use Social
Media Marketing.
2 Faces of Social Media Marketing
Paid MarketingOrganic
Top Social Media Marketing Network
Facebook, Twitter, Instagram,
Linkedin, Snapchat, Pinterest.
Organic Social Media Marketing
Organic social media strategies that works:
1. Posting company/brand updates
2. Upcoming events
3. Employee pictures
4. Quotes
5. Memes
6. Blog potsts/tips
Organic social media marketing is the process of
using social media marketing without paying for
advertising.
Organic Social Media Marketing
Pros and Cons
Cons:
1. Least reach (has been declining in
the last 3-4 years)
2. Results will not be that big
3. Can’t create meaningful traction
Pros:
1. Does not cost any money
2. Can be done by you or your employee
3. Good strategy to get a hang of it
Organic Social Media Marketing in the Flesh
Organic Social Media Marketing in the Flesh
Paid Social Media Marketing
1. Sales related offer (direct promotion of products and
services)
2. Lead generation
3. Retargeting
4. Website traffic generation
5. Blog posts (for more likes and clicks)
6. Legitimate boosting of page likes
Paid social media marketing is the process of using social media
channels for more reach and results.
Paid social media strategies that works:
Paid Social Media Marketing
Pros and Cons
Pros:
1. Reach are potentially endless
2. Results are potential big (depending
on how smart you use the network)
3. You can do testing's and see results
pretty quickly
4. Advance targeting features
Cons:
1. Potentially cost a lot of money
2. You might loss money if you don’t
properly monitor your account.
Paid Social Media Marketing in the Flesh
Right ad paid social media
ads on Facebook.
Paid Social Media Marketing in the Flesh
Timeline paid social media ad on
Facebook.
Paid Social Media Marketing in the Flesh
Timeline paid social media ad on
Facebook (our internal content
promotion)
MARKETING
Pay-Per-Click (PPC)
PPC Marketing is the process of using top
PPC networks such as Google Adwords to
reach potential customers who:
Already have a NEED for products
and services
Are ACTIVELY SEARCHING for these
needs online
Google PPC Ads in the Flesh
Since the use of Ad Blocker plugins has become rampant since last year,
Companies are now slowly shifting their online advertising method to NATIVE
ADVERTISING
Popular international media websites are
already using this form of advertising in
their sites
It is used by local counterparts including
GMANetwork.com and ABS-
CBNNews.com among others
Native PPC Ads in the Flesh
PPC Marketing Process
Searchers Search Engines Advertiser
PPC Marketing
Important Aspects
PPC Marketing (Sample)
Ads Messages:
The New Age Service Management. The New TSM
Serving Small, Medium and Enterprise Clients.
Gain up to 20% ROI as you pay monthly.
Landing page – website.
Offer: Get 20% ROI.
CTA: Call Now or enquire now!
Conversions: Closed to 1M AUD worth of opportunity.
Keywords – field service management, field
management software.
Actual PPC Marketing Results (Sample)
IMPLEMENTATION
Marketing
Three Most Important Aspects of
Marketing Implementation
1. The actual marketing STEPS AND
GUIDELINE
2. Stick to the MARKETING PLAN and
STRATEGY
3. Work CONSISTENTLY
Marketing
OPTIMIZATION
While many have succeeded in their Digital Marketing campaigns, many
have also failed miserably
The reason for failure is NOT that the campaigns lack creativity, quality
materials and qualified personnel
It’s because they failed to
establish Marketing Analysis and
Optimization
MARKETING OPTIMIZATION
WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT?
BENEFITS of marketing analysis, tests and optimization:
1. Identify what’s working and what’s not
2. Check which marketing channels produce the most
traffic and conversions
3. Check your visitor’s DEMOGRAPHICS and BEHAVIOR
4. Uncover NEW OPPORTUNITIES
5. Check which keywords have the most traffic (and
use them later for paid ads)
MOST IMPORTANT ASPECTS OF ANALYSIS AND OPTIMIZATION
1. Web analytics utilization
2. Data analysis
3. Optimized activities and re-
planning based on actual data
MARKETING OPTIMIZATION
TOP 3RD PARTY ANALYTICS
Google Analytics
Clicky
Statcounter
HubSpot
Adobe Marketing Cloud
GoSquared
Moz Analytics
Webtrends
MARKETING OPTIMIZATION
TOP HOSTED ANALYTICS
Piwik Open Web Analytics
Visitors
Pageviews
Traffic Referrals
Traffic Sources
Average Session Duration
Percentage of New Sessions
TOP WEB ANALYTICS METRICS
Demographics
Mobile and Desktop Users
MARKETING OPTIMIZATION
Analytics Snapshot in the Flesh
Analytics Snapshot in the Flesh
List of all traffic channels or
sources of visitors that
went to our DMP website.
Organic search tops all of
them, which means our
organic exposure is
definitely high!
Case Study for Optimization
Scenario: A logistic company in Manila wants to get rank for keywords relevant to their business such as
logistics company manila, logistics forward manila, etc.
For months we had done the SEO game plan I explained in the last slide.
Action items: I noticed that in the homepage title there was no “Manila” so we’ve just renamed the title
and put “Manila” in it.
Results: Multiple 1st pages in Google.com.ph and top 1 positions for a few keywords.
Case Study for Optimization – 1st Page
Final Recap
Final Recap
Like my Page on Facebook to get the download link of this
presentation later today.
https://www.facebook.com/jomerbgregorio
Don’t forget to use #dlsujemadigitalmarketing for your
social posts and selfies ☺

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DLSU Manila Technical Digital Marketing Guide

  • 4. WHY IS MARKET RESEARCH IMPORTANT? Better Understanding of your clients Clearly defines your Target Market Creates a tailored Marketing Strategy Carefully Plans your marketing activities ahead Creates an Optimized Digital Marketing Strategy based on your allocated budget
  • 5. HOW TO DO MARKET RESEARCH? 2. Identify the KEY Products And Services 1. Identify your UNIQUE SELLING POINT (USP) 3. Identify your TARGET MARKET
  • 6. 4. Identify the Goals And Objectives of the campaign a. Lead Generation b. Increased social media followers c. Boost brand awareness d. Generate Sales 5. Identify Key Competitors and check their activities online HOW TO DO MARKET RESEARCH?
  • 7. SAMPLE MARKETING RESEARCH PROFILE USP – unparalleled service quality, offers mobile tinting, competitive pricing, recognised as nationwide leader in tinting cars in the UK. Key Products/Services – luxury car tinting service. Target Market – luxury car owners and ordinary car owners. Goals and Objectives – Land/rank in first page of Google UK for multiple keywords. Key competitor – URL provided by client, can’t be shown due to an NDA.
  • 9. Provides you with a CLEAR ROADMAP on marketing Provides you with a CLEAR APPROACH towards achieving business goals and objectives Enables you to reach TARGETED AUDIENCES effectively Ensures you spend your ADVERTISING BUDGET wisely Increases RESULTS, CONVERSIONS and ultimately your PROFITS WHY IS MARKETING STRATEGY IMPORTANT?
  • 10. Goal Setting Approach: Direct or Indirect Marketing Channels and Tactics Offers and Promotions Execute Steps and Strategies HOW TO CREATE A MARKETING STRATEGY?
  • 12. Top Digital Marketing AND STRATEGIES CHANNELS
  • 13. Social Media Marketing Search Engine Optimization Pay-per-click (PPC) Marketing
  • 15. SEO is the process of making your website and business WORTHY for ranking at the top of SEARCH ENGINE RESULTS PAGES SEO is vital for Digital Marketing because: 93% of ONLINE EXPERIENCES begin by using a search engine 50% of mobile visitors who conducted local search visited a store within the day. And 34% conducted on computer did the same.
  • 16. SEO in the Flesh
  • 18. The SEO Content Framework Without content, the Internet itself is nothing or not as useful as we see these days. A website content is the text, image, video, and infographic that you usually find in a website.
  • 20. The SEO Content Frame Work
  • 21. The SEO Backlink Framework But the search engines along with their super genius scientists have always found a way to make their algorithm safe with the abuse of mass link builders and other spam SEO experts/agencies. Links, or backlinks, is probably the holy grail of search engine optimization. Some even said that the exact algorithm of most search engines especially Google heavily rely on links which connect everything in the entire world-wide-web.
  • 25. Actual Results of this Strategy Starting numbers: Top 3: 23 keywords Top 4-10: 19 keywords Current numbers: Top 3: 34 keywords Top 4-10: 46 keywords Improvement: Top 3: 11 keywords Top 4-10: 27 keywords!!
  • 26. Social Media (Paid and Organic) MARKETING
  • 27. SMM is the process of utilizing the TOP SOCIAL SITES to create brand awareness, drive conversation and connect to the most targeted audience as possible Social media users have risen by 2.51 billion this year per Statista.com Up to 96% of Small Business Owners use Social Media Marketing.
  • 28. 2 Faces of Social Media Marketing Paid MarketingOrganic
  • 29. Top Social Media Marketing Network Facebook, Twitter, Instagram, Linkedin, Snapchat, Pinterest.
  • 30. Organic Social Media Marketing Organic social media strategies that works: 1. Posting company/brand updates 2. Upcoming events 3. Employee pictures 4. Quotes 5. Memes 6. Blog potsts/tips Organic social media marketing is the process of using social media marketing without paying for advertising.
  • 31. Organic Social Media Marketing Pros and Cons Cons: 1. Least reach (has been declining in the last 3-4 years) 2. Results will not be that big 3. Can’t create meaningful traction Pros: 1. Does not cost any money 2. Can be done by you or your employee 3. Good strategy to get a hang of it
  • 32. Organic Social Media Marketing in the Flesh
  • 33. Organic Social Media Marketing in the Flesh
  • 34. Paid Social Media Marketing 1. Sales related offer (direct promotion of products and services) 2. Lead generation 3. Retargeting 4. Website traffic generation 5. Blog posts (for more likes and clicks) 6. Legitimate boosting of page likes Paid social media marketing is the process of using social media channels for more reach and results. Paid social media strategies that works:
  • 35. Paid Social Media Marketing Pros and Cons Pros: 1. Reach are potentially endless 2. Results are potential big (depending on how smart you use the network) 3. You can do testing's and see results pretty quickly 4. Advance targeting features Cons: 1. Potentially cost a lot of money 2. You might loss money if you don’t properly monitor your account.
  • 36. Paid Social Media Marketing in the Flesh Right ad paid social media ads on Facebook.
  • 37. Paid Social Media Marketing in the Flesh Timeline paid social media ad on Facebook.
  • 38. Paid Social Media Marketing in the Flesh Timeline paid social media ad on Facebook (our internal content promotion)
  • 40. PPC Marketing is the process of using top PPC networks such as Google Adwords to reach potential customers who: Already have a NEED for products and services Are ACTIVELY SEARCHING for these needs online
  • 41. Google PPC Ads in the Flesh
  • 42. Since the use of Ad Blocker plugins has become rampant since last year, Companies are now slowly shifting their online advertising method to NATIVE ADVERTISING Popular international media websites are already using this form of advertising in their sites It is used by local counterparts including GMANetwork.com and ABS- CBNNews.com among others
  • 43. Native PPC Ads in the Flesh
  • 44. PPC Marketing Process Searchers Search Engines Advertiser
  • 46. PPC Marketing (Sample) Ads Messages: The New Age Service Management. The New TSM Serving Small, Medium and Enterprise Clients. Gain up to 20% ROI as you pay monthly. Landing page – website. Offer: Get 20% ROI. CTA: Call Now or enquire now! Conversions: Closed to 1M AUD worth of opportunity. Keywords – field service management, field management software.
  • 47. Actual PPC Marketing Results (Sample)
  • 49. Three Most Important Aspects of Marketing Implementation 1. The actual marketing STEPS AND GUIDELINE 2. Stick to the MARKETING PLAN and STRATEGY 3. Work CONSISTENTLY
  • 51. While many have succeeded in their Digital Marketing campaigns, many have also failed miserably The reason for failure is NOT that the campaigns lack creativity, quality materials and qualified personnel
  • 52. It’s because they failed to establish Marketing Analysis and Optimization
  • 53. MARKETING OPTIMIZATION WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT? BENEFITS of marketing analysis, tests and optimization: 1. Identify what’s working and what’s not 2. Check which marketing channels produce the most traffic and conversions 3. Check your visitor’s DEMOGRAPHICS and BEHAVIOR 4. Uncover NEW OPPORTUNITIES 5. Check which keywords have the most traffic (and use them later for paid ads)
  • 54. MOST IMPORTANT ASPECTS OF ANALYSIS AND OPTIMIZATION 1. Web analytics utilization 2. Data analysis 3. Optimized activities and re- planning based on actual data MARKETING OPTIMIZATION
  • 55. TOP 3RD PARTY ANALYTICS Google Analytics Clicky Statcounter HubSpot Adobe Marketing Cloud GoSquared Moz Analytics Webtrends MARKETING OPTIMIZATION
  • 56. TOP HOSTED ANALYTICS Piwik Open Web Analytics Visitors Pageviews Traffic Referrals Traffic Sources Average Session Duration Percentage of New Sessions TOP WEB ANALYTICS METRICS Demographics Mobile and Desktop Users MARKETING OPTIMIZATION
  • 58. Analytics Snapshot in the Flesh List of all traffic channels or sources of visitors that went to our DMP website. Organic search tops all of them, which means our organic exposure is definitely high!
  • 59. Case Study for Optimization Scenario: A logistic company in Manila wants to get rank for keywords relevant to their business such as logistics company manila, logistics forward manila, etc. For months we had done the SEO game plan I explained in the last slide. Action items: I noticed that in the homepage title there was no “Manila” so we’ve just renamed the title and put “Manila” in it. Results: Multiple 1st pages in Google.com.ph and top 1 positions for a few keywords.
  • 60. Case Study for Optimization – 1st Page
  • 62. Like my Page on Facebook to get the download link of this presentation later today. https://www.facebook.com/jomerbgregorio Don’t forget to use #dlsujemadigitalmarketing for your social posts and selfies ☺