1. The document outlines an agenda for a digital marketing strategy workshop covering topics such as establishing basic digital marketing principles, websites, customer segmentation, and homework assignments. 2. Key aspects of developing a digital marketing strategy that were discussed include the 4 P's of marketing - product, price, placement, and promotion. Product definition, pricing strategies, location/placement considerations, and promotional channels are examined. 3. Developing an effective website is emphasized as critical for most businesses in 2018. Factors like clear messaging, professional design, mobile optimization, and answering customer questions quickly are reviewed for crafting a high quality website.

1. DIGITAL MARKETING ACADEMY
DEVELOPING A
COMPREHENSIVE ONLINE
MARKETING STRATEGY
OCT. 23RD, 2018

2. AGENDA FOR THE DAY
1. - Introductions and Questionnaire
2. - Establishing Basic Principles of Digital Marketing
Short break
3. - Websites
4. – Customer Segmentation
5. - Questions and homework

3. LETS GET TO KNOW
EACHOTHER
1. – Your name?
2. - Your business’ name, and what you do?
3. - 3 More things……2 True, 1 False……

4. Digital Marketing Strategy
Digital
Marketing
Plan
Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
Display
Ads Email
Marketing
Website
Demographic
Analytics/Tracking

5. STRATEGY
The 4 P’s

6. Product is defined by your industry. This could be a physical
product, or a service you provide.
Is your product marketable?
Does it fill a need with consumers?
Or is it something people might want but not need?
How does your product or service differ from that of the
competition?
What do you understand about consumer behaviors in
relation to your product or service? This will help determine
the channels you may want to utilize to market the product or
service.

7. What are people willing to pay?
What does it actually cost?
What do you do differently that allows you to charge what you charge?
What is “Price Elasticity?”
How far can you stretch the price and still have a viable offering.
Why are they willing to pay that?
Does your brand add value? Why? Why not?
Do you offer discounts? What circumstances cause you to do so?

8. - Customer Lifetime Value
Why is this important?
• Knowing value of the customer will help you know whether the cost
to acquire them is worth it.
• If we judge the value of the customer by first interaction value, no marketing
Will ever make sense.
Without proper tracking and analysis, it will be difficult to know the LV of
Your customers. That is why there is such an emphasis on tracking.

9. Location, location location!
Physical Location (Is this hard to get to?)
Internet Location (URL) Can this be found?
Have you made it easy to find your location?
Google My Business for brick and mortar locations
SEO for digital locations
Once people arrive at your physical location or your website, is it
Easy for them to navigate to the products or services they are looking
For? Are the products in stock? Do we make it easy for them to “check out?”
If we are not attending to these things they will likely go elsewhere:
• Correct information (hours of ops, phone number, etc.)
• Website speed and functionality

10. TV commercials, radio, billboards, Display ads, social media, email marketing
SEO, PR. These are the things we usually associate with “promotion” or “marketing”
First impressions are incredibly important, so it is even more important to
Get your first interaction right with a potential customer.
Mass Marketing
Brand building
Specific Message to large audience
Tailored communication to specific audience
High Intent Audience
Brand Specific

11. WEBSITE
It is 2018
No more amature
Websites
Clear Messaging
What do you do?
How do I talk to you?
Cost?
Professional Look
Is it mobile?
Majority of consumers are accessing
The internet from a mobile device
Mobile Friendly Test

12. • Average American spends 23.6 hours online each week
• 30% of consumers WONT consider a business without a website
• 4 out of 5 consumers use search engines to make local buying decisions
• 63% of consumers use a website to find and engage with businesses
• 48% of consumers say that the BIGGEST determinant of whether
they think a business is credible is their website
• You need to answer questions quickly (consumers are not patient)
• It is the only way you will compete considering the previously stated factors
If you didn’t need a website, you probably wouldn’t need to be in this class.
https://bit.ly/2sscyV6

13. CUSTOMER SEGMENTATION
Geographic – are you servicing a small area, or can you be national?
Demographic – Gender, income, race, education, employment,
Behavioral – how do they consume information? are they likely to buy online?
These factors don’t give us black and white as to who is your customer, but can
direct you to better conversion channels. This type of segmentation is really only
available in the digital sphere.
Psychographic – This is simply lifestyle. Religious beliefs, social interests,
opinions. This allows you to cater messaging in a way that may resonate
with the consumer better.

14. HOMEWORK
https://www.youtube.com/watch?v=TKurp3g21iA
This is a 10 minute video. Worth the watch
Come with 10 terms or keywords that you think people
would search to find you online.

15. Toby Eborn
480-251-9594
toby@firetoss.com