Digital Marketing Beginner's Guide

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Digital Marketing Beginner's Guide

  1. 1. A Digital Marketing Guide for Traditional Marketers Digital Marketing Strategy and Tactics
  2. 2. Im Eric Metelka, founder and CEO of the DigitalMedia Certification, the standard of professionalexcellence for digital marketers. I am a formermanagement consultant and the former digitalmarketing manager at BestVendor.
  3. 3. What I Am Going to Cover☐ Introduction☐ What Is Digital Marketing?☐ How To Set Up Your Customer Funnel☐ Tactics to Maximize Conversions
  4. 4. Proctor & Gamblelaunched their TVcampaign for OldSpice onFebruary 9th, 2010
  5. 5. Google Searches for‘Old Spice’ And over 10 million YouTube views by April
  6. 6. YouTube video Response campaignJuly 12th-14th - 205 30 second videos
  7. 7. Google Searches for‘Old Spice’
  8. 8. Subscribers Followers 231% 2700% Fans Visits 60% 300%
  9. 9. Sales 125%
  10. 10. What did P&G learn?• Digital is additive to traditional campaigns• Viral traffic is short-lived• Increased top of funnel distribution due to increased followers/subscriptions• Still need to convert to purchase Integrate digital into brand strategy
  11. 11. Why Digital?
  12. 12. You CanMeasure It
  13. 13. You CanMeasure It
  14. 14. Types of Digital Marketing
  15. 15. How To Set Up Your Customer Funnel
  16. 16. Traditional Customer Funnel
  17. 17. Different Tactics toAcquire andConvert Customers
  18. 18. Google Analytics - free KISSmetrics - paid Mixpanel -piad
  19. 19. 1. Define Top of Funnel(who is your customer?)
  20. 20. 1. Define Top of Funnel (who is your customer?)2. Define Bottom of Funnel (what is your end goal?)
  21. 21. 3. Define Middle of Funnel
  22. 22. æt ö ç +1÷ è ct ø K -1Custs(t) = Custs(0)* K -1
  23. 23. Clearly DefineGoals
  24. 24. Clearly DefineGoals Make Goals Actionable
  25. 25. Tactics to Maximize Impressions
  26. 26. Paid vs. Free Media
  27. 27. ONLY 18% OF CLICKS GO HERE 82% GO HERE
  28. 28. Do the Math! CPC < Price * Conversion % ?
  29. 29. How Google Works
  30. 30. Digital Marketing Tactics Work Together!
  31. 31. Go where your customer is
  32. 32. Tactics to Maximize Conversions
  33. 33. Landing Pages Call-to-Action Capture Email
  34. 34. Know What YourCustomer Wants
  35. 35. Know What YourCustomer Wants Test What Works
  36. 36. OnboardingEmailsConvertSign-Ups toActivation
  37. 37. Email Reminders Convert toEngagement & Purchase
  38. 38. Tactics to Maximize Retention
  39. 39. Social MediaAsk questions
  40. 40. Pictures Engage 50%+ More on Facebook
  41. 41. Talk to YourCustomers
  42. 42. Talk to YourCustomers Provide Excellent Content
  43. 43. Newsletters Provide Personal &High Quality Content
  44. 44. Have a Re- Engagement Email Flow forLost Customers
  45. 45. Customers will comeback if they love you
  46. 46. Digital Marketing Reading List• Kissmetrics Blog -http://blog.kissmetrics.com/• Andrew Chen – http://andrewchen.co• Danielle Morrill – http://distributionhacks.com• Rand Fishkin – http://moz.com/rand• SEOMoz blog – http://SEOmoz.org/blog• Inbound – http://inbound.org
  47. 47. Email: e.metelka@gmail.comTwitter: @eric3000LinkedIn: /in/emetelkaFacebook: /e.metelkaSlideshare: …

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