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The Basics of Digital Marketing

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This is a summary of a talk I gave at the Grand Rapids WordPress Meetup Group. A few of the things it covers: the marketing mix, sales funnel, and types of media.

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The Basics of Digital Marketing

  1. 1. Digital Marketing Riley Waugh April 21st, 2016
  2. 2. The Basics ● Uses digital technology to: ○ Target and reach potential customers ○Promote “thought leadership” in your industry ○Generate leads or ecommerce sales ○Build your brand presence 2
  3. 3. Marketing Mix ●Product ●Price ●Place ●Promotion 3
  4. 4. 4
  5. 5. The Sales Funnel 5
  6. 6. Sales Funnel ●Strangers ●Leads ●Prospects ●Customers ●Advocates 6
  7. 7. “Hmm, this guy looks Unregistered presidential…” or undecided “I wonder what his views Want to know more on immigration are?” “His views match mine Weighing candidates more than that other guy.” “Aw yeah! I’m doing Voting my civic duty.” “My choice is the best, Getting in pointless everyone should know.” internet debates 7
  8. 8. Sales Funnel - Strangers ● Unaware or uninterested in your brand ● How to get the most out of them ○ Entertain ○ Use broad appeal ● Content: sponsor an event that interests your target audience 8
  9. 9. Sales Funnel - Leads ● Awareness, interest, and first communication ● How to get the most out of them ○ Educate, persuade ○ Present with general information ○ Make it visually memorable ● Content: infographic, checklist 9
  10. 10. Sales Funnel - Prospects ● Consideration, intent, comparison ● How to get the most out of them ○ Educate, persuade, convert ○ Have them ask the right questions ○ Answer those questions with targeted content ○ Reassure their choice to purchase with social proof ● Content: case studies, white papers, eBooks, guides, instructive blogs 10
  11. 11. Sales Funnel - Customers ● Like your product and have converted/purchased ● How to get the most out of them ○ Build in a feedback loop/way to collect reviews and testimonials ○ Turn them into Advocates ● Content: follow up emails 11
  12. 12. Sales Funnel - Advocates ● Repeat customers and those who give you word of mouth business ● How to get the most out of them ○ Manage relationships ○ Reward ○ Retarget ● Content: special offers, giveaways, coupons 12
  13. 13. The Types of Media 13
  14. 14. Types of Media ●Paid ●Earned ●Owned 14
  15. 15. Types of Media - Paid ● Advertisements that primarily target Strangers ● Pay Per Click (PPC): search and display ○ AdWords - you place your ads on someone’s website (costs money) ○ AdSense - you allow ads to be on your website (earns money) ● Social network ads ○ Banner ads, promoted posts 15
  16. 16. Types of Media - Owned ● Communication channels within the company’s control ● Primarily targets Leads & Prospects ● Website ● Social media ● Content ○ Blog posts, research/studies, white papers, etc. 16
  17. 17. Types of Media - Earned ● “Organic” traffic and attention ● Primarily targets………. ● Social media shares or direct news/influencer coverage ● Search Engine Optimization (SEO) ○ On page (architecture) vs. off page (links) ○ User intent: transactional/informational/navigational (aka do/know/go/buy) 17
  18. 18. Marketing for WordPress 18
  19. 19. WordPress Plugins ● SEO: Yoast or Squirrly, XML Sitemap, W3 Cache ● A/B testing: Title Experiments ● Blog organizer: Editorial Calendar ● Email subscriber list: OptinMonster 19
  20. 20. More info ● Helpful blogs ○ Moz, Search Engine Land, Search Engine Journal, WordStream, Unbounce, Design Modo, Single Grain, Top Rank, Distilled, Backlinko, PPC Hero, Seer Interactive, Kissmetrics ● Questions? ○ Email me at RileyAWaugh@gmail.com ○ Slideshare 20
  21. 21. Thank you! 21

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