This is from the Business Accelerator Marketing Academy. This cover what factors to consider when assessing your website presence and creating a digital marketing plan.
2. What will we learn right now?
1. How to decide what a business needs
online?
2. How do you measure what is working?
3. How do you optimize a web presence?
3. First: Who are Toby and Tony?
CEO of Firetoss
Professor of Digital
Marketing
Director of Digital
Strategy and
Business Dev
4. A marketing plan is a defined process for
connecting user segments to your value
proposition through appropriate channels.
Let’s break this down.
5. A marketing plan is a defined process for
connecting user segments to your value
proposition through appropriate channels.
6. A marketing plan is a defined process for
connecting user segments to your value
proposition through appropriate channels.
7. A marketing plan is a defined process for
connecting user segments to your value
proposition through appropriate channels.
8. A marketing plan is a defined process for
connecting user segments to your value
proposition through appropriate channels.
9. What are some fundamental differences
between traditional advertising channels and
digital channels?
10. Here are some digital channels you will want
to understand:
11. Organic Search Pay per click
Referral
• Social Media
• Content Marketing
Display Ads
12. All the channels need to work
together.
Organic, PPC, Referral [Social, Content], Display
13. Each channel is effective in different
capacities of the selling process.
14.
15. How do you define your channels?
Define your objectives for your first website /
marketing plan and ONLY work on those.
Don’t get caught up doing what is familiar over
what works.
16. Web Metrics | Analytics
“Measure what is measurable and make
measurable what is not so.”
–Galileo
17. What should you know?
Everything can be tracked online.
The internet is an archive of data and
information.
18. List of KPIs to track
Demographics – Language, Interests, Age, Gender
Behavior – Visit length, Entrance point, Exit point, Top Pages
Conversions and Goals – Ecommerce Revenue, Lead submits
Traffic Sources – Social, Other Referrals, Organic, Advertised
19. Master Basics –> Get Advanced
Eventually you should understand how various
marketing efforts affect each other by
understanding intricate data points.
20. Use your data to build your plan
You will have hot spots in your site or profile.
Develop strategies to engage users.
Track results and always be ready to adapt.
21. Recap
1. Each customer segment gets reached
through specific channels
2. Define clear objectives for your marketing
plan and stay focused.
3. Don’t do anything on the web without
tracking.
4. Use data to make decisions about online
strategies.
How to decide what your business needs online?
What resources can you use to create what you need?
How do you measure what is working?
How do you build a repeatable marketing and advertising process?
A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels.
The way we connect to our user segments is evolving with new technologies, new social networks and the change in how we use devices.
Do you need an entire website? Will a Google Profile page suffice? Will a facebook page work? What are the differences?
WHAT HAPPENS WHEN WE TRY TO WORK IN 7 DIRECTIONS???? FACEBOOK VS. INSTAGRAM
Metrics are imperative!
Cautionary tale about Ucann Connect
One channel effects the other.
Example: Radio Advertising will effect organic searches.
You begin with a hunch but you finish with empirical data.
Channels drive each other and there is no one channel that can sustain your business. Understand your channel mix. Know what drives one channel or another.